From outdated to outstanding — a complete reimagination of the UAE's leading fuel loyalty app serving 10 million+ active members across the Emirates.
Emirates National Oil Co.
Mobile loyalty application
Research → Design → System
Delivered & live
The Yes Rewards app had been running for over 6 years with a dated, fragmented experience that no longer matched ENOC's brand vision or the expectations of a new generation of UAE consumers.
With 10 million+ active members across the Emirates, the stakes were high. Uphead partnered with ENOC to completely reimagine Yes Rewards — transforming a legacy product into a modern, intuitive, and emotionally engaging loyalty platform built for scale.
"Six years of accumulated technical debt had created a loyalty experience that frustrated users instead of delighting them."
The app suffered from legacy design patterns, inconsistent flows, and a visual identity that had drifted far from ENOC's premium brand positioning. With millions of users at stake and growing competition in the UAE loyalty space, the window to act was narrow.
6+ years of patches and workarounds had created a fragmented, inconsistent interface that confused users at every turn.
Fragmented flows across onboarding, offers, and rewards caused high drop-off and poor engagement rates.
The visual experience no longer reflected ENOC's premium brand positioning, eroding user trust and loyalty.
No design system existed — every new feature was built in isolation, creating unsustainable long-term technical debt.
Uphead brought a structured, research-led design process to every layer of the Yes Rewards experience — from the first onboarding screen to the full partner offers ecosystem.
A transformed experience delivered to millions of active Yes Rewards members across the UAE — from first-time users to loyal long-term customers.
Streamlined registration, UAE PASS integration, and Face ID authentication deliver a first impression that builds trust from the very first tap.
A fully documented component library ensures visual consistency across every future screen — future-proofing the product for years of iteration.
The Yes Rewards redesign is a testament to what happens when deep UX research meets bold visual thinking. By rebuilding the experience from the ground up — with a scalable design system, reimagined journeys, and a brand identity that finally matches ENOC's ambition — we turned one of the UAE's most-used apps into one of its best.
