The first week after signup in an F&B loyalty app
Day one is the voucher. Days two to seven are empty home screens, a birthday field, and a stamp that needs a second visit the member has not planned.
Field notes
Field notes
Short pieces from reviews: unused rewards, tills that skip the scan, and members who sign up for a voucher and never open the wallet again.
These notes come out of reviews, not out of a content calendar. They name screens and counter moments. They are not a substitute for sitting with your own app.
Push notes that train members to ignore the loyalty app
A weekday blast for a weekend-only reward, a title that says ‘exclusive’ every time, and a badge count that never returns to zero.
When the barcode fails in a Malaysian supermarket queue
Ten seconds of dim light, a QR that needs a second tap, and a paper list in the cashier’s drawer. The till is where a loyalty app becomes public.
Reading a rewards catalogue like a member in the queue
Items that look generous on a poster often fail a one-glance test: expiry on a closed day, a mall café the member cannot reach, small print that contradicts the title.
Members who collect a welcome voucher and never open the wallet again
A free drink gets the download. The next screen feels like the visit is over. Here is what that path looks like in a Malaysian F&B app.