Boost, rewards that build the first transaction

The problem

Botim's fintech services had plenty of users who were one step away from their first transaction. Blanket cashback was expensive and attracted bargain hunters, and nothing connected a reward to the behaviour we actually wanted: a first international transfer, a first gold purchase or a first loan.

How I approached it

• Turned rewards into goals. Boost cards set a clear task, such as "Send AED 2500 abroad to get AED 10 cashback", with live progress on the card, so users always know how close they are.
• Designed one system for many tasks. I defined three reward mechanics (milestones, accumulators and counters) with consistent default, in-progress and completed states, so any product team can launch a new Boost without new design work.
• Put rewards where decisions happen. Boost cards sit on the Botim Pay home, inside the transfer flow and in rewards, and the reward lands in the wallet with a clear "Reward unlocked" moment.
• Rewarded the behaviour, not the click. Rewards plug into lending (EasyCash), precious metals and VIP subscriptions, including Gold and Silver as redeemable rewards, so each Boost moves a real product metric. Every reward has two honest end states, "Reward unlocked!" or "Reward on the way!", and the cashback shows in transaction history.

Outcome

• EasyCash lending utilisation rose 68% in a quarter after Boost rewards were integrated into lending, without any default incidents.
• 38% of rewarded customers made a first Gold or Silver purchase within a month of launch.
• Boost became a reusable growth lever that product teams across Botim Money can plug into.

Design