Brian Foo.
Reimagining engagement for Live Better
deliverables:
Monthly eDM
Role:
Creative / Product Design Lead
challenge
Live Better is a rewards program delivered through a mobile app and supported by a monthly eDM, but engagement across both touchpoints was inconsistent and difficult to influence over time. The eDM primarily functioned as an informational update and was not reliably driving meaningful interaction or sustained in-app behaviour, while different member groups showed varying levels of motivation and readiness to engage. This created an opportunity to better align the existing eDM with the product experience and strengthen its role in supporting ongoing engagement.
Strategy & UX Approach
I led a behaviour-led engagement approach that treated the monthly eDM as a product surface rather than a standalone communication. The strategy focused on aligning eDM content and calls to action with in-app behaviour, applying behavioural design principles to reduce activation effort, improve clarity, make progress visible and encourage consistency over time. Gamification was applied purposefully to support behaviour change and reinforce engagement.
Workshop and auditing session
Execution
Each eDM was redesigned to initiate a clear journey into the app, with content and calls to action shaped by engagement level. Lower-engagement members were guided toward simple, low-friction actions, mid-engagement members toward progress-driven challenges and highly engaged members toward more advanced experiences. Where leaderboard-style mechanics were explored, data quality and legal constraints prevented accurate individual ranking, so percentage-based positioning was used to balance motivation, fairness and compliance.
8 cpre web pages
Impact
By improving both how members engaged with the monthly eDM and how effectively it drove re-entry into the app, the initiative increased repeat app usage, improved reward interaction frequency and created clearer behavioural pathways toward higher engagement. The work also established a scalable engagement capability that strengthened the role of eDM within the broader product lifecycle.
learnings
This project highlighted the importance of clarifying data availability and governance constraints early when designing engagement systems. In the future, I would spend more time upfront with the app and data teams to confirm which member data sets can be reliably collected and activated within legal boundaries, helping to reduce rework and move faster when shaping engagement concepts.
Crafting design since 2007.
Copyright © 2025 Brian Foo. All rights reserved.
Brian Foo. Making brands shine.
Reimagining engagement for Live Better
deliverables:
Monthly eDM
Role:
Creative / Product Design Lead
challenge
Live Better is a rewards program delivered through a mobile app and supported by a monthly eDM, but engagement across both touchpoints was inconsistent and difficult to influence over time. The eDM primarily functioned as an informational update and was not reliably driving meaningful interaction or sustained in-app behaviour, while different member groups showed varying levels of motivation and readiness to engage. This created an opportunity to better align the existing eDM with the product experience and strengthen its role in supporting ongoing engagement.
Strategy & UX Approach
I led a behaviour-led engagement approach that treated the monthly eDM as a product surface rather than a standalone communication. The strategy focused on aligning eDM content and calls to action with in-app behaviour, applying behavioural design principles to reduce activation effort, improve clarity, make progress visible and encourage consistency over time. Gamification was applied purposefully to support behaviour change and reinforce engagement.
Workshop and auditing session
Execution
Each eDM was redesigned to initiate a clear journey into the app, with content and calls to action shaped by engagement level. Lower-engagement members were guided toward simple, low-friction actions, mid-engagement members toward progress-driven challenges and highly engaged members toward more advanced experiences. Where leaderboard-style mechanics were explored, data quality and legal constraints prevented accurate individual ranking, so percentage-based positioning was used to balance motivation, fairness and compliance.
8 cpre web pages
Impact
By improving both how members engaged with the monthly eDM and how effectively it drove re-entry into the app, the initiative increased repeat app usage, improved reward interaction frequency and created clearer behavioural pathways toward higher engagement. The work also established a scalable engagement capability that strengthened the role of eDM within the broader product lifecycle.
learnings
This project highlighted the importance of clarifying data availability and governance constraints early when designing engagement systems. In the future, I would spend more time upfront with the app and data teams to confirm which member data sets can be reliably collected and activated within legal boundaries, helping to reduce rework and move faster when shaping engagement concepts.
Crafting design since 2007.
Copyright © 2025 Brian Foo. All rights reserved.
Brian Foo. Making brands shine.
Reimagining engagement for Live Better
deliverables:
Monthly eDM
Role:
Creative / Product Design Lead
challenge
Live Better is a rewards program delivered through a mobile app and supported by a monthly eDM, but engagement across both touchpoints was inconsistent and difficult to influence over time. The eDM primarily functioned as an informational update and was not reliably driving meaningful interaction or sustained in-app behaviour, while different member groups showed varying levels of motivation and readiness to engage. This created an opportunity to better align the existing eDM with the product experience and strengthen its role in supporting ongoing engagement.
Strategy & UX Approach
I led a behaviour-led engagement approach that treated the monthly eDM as a product surface rather than a standalone communication. The strategy focused on aligning eDM content and calls to action with in-app behaviour, applying behavioural design principles to reduce activation effort, improve clarity, make progress visible and encourage consistency over time. Gamification was applied purposefully to support behaviour change and reinforce engagement.
Workshop and auditing session
Execution
Each eDM was redesigned to initiate a clear journey into the app, with content and calls to action shaped by engagement level. Lower-engagement members were guided toward simple, low-friction actions, mid-engagement members toward progress-driven challenges and highly engaged members toward more advanced experiences. Where leaderboard-style mechanics were explored, data quality and legal constraints prevented accurate individual ranking, so percentage-based positioning was used to balance motivation, fairness and compliance.
8 cpre web pages
Impact
By improving both how members engaged with the monthly eDM and how effectively it drove re-entry into the app, the initiative increased repeat app usage, improved reward interaction frequency and created clearer behavioural pathways toward higher engagement. The work also established a scalable engagement capability that strengthened the role of eDM within the broader product lifecycle.
learnings
This project highlighted the importance of clarifying data availability and governance constraints early when designing engagement systems. In the future, I would spend more time upfront with the app and data teams to confirm which member data sets can be reliably collected and activated within legal boundaries, helping to reduce rework and move faster when shaping engagement concepts.
Crafting design since 2007.
Copyright © 2025 Brian Foo. All rights reserved.