BonusLink: one rewards brand, from homepage to member dashboard

The brief

BonusLink members collect points at fuel stations, department stores, banks and online partners, then spend them on vouchers, shopping, travel and bills. The idea is simple. The website didn't make it feel simple.

The brief had three parts: a homepage that explains earn, redeem and pay in seconds, a member dashboard in the BLINK app that answers "what do I have and what can I do with it?", and a theme strong enough to hold the whole brand together.

Setting the theme

I started with the theme rather than a page, because every screen after it would inherit its decisions.

• Colour as tokens, not hex codes. A bright primary blue for anything you can act on, a deep navy for grounding bands, and green, orange and pink saved for reward moments. Each colour is named by role and step, so designers and developers use the same names.
• Ribbons as the motif. Loose colour ribbons sweep through heroes and photography. They make banners feel related without copying one layout.
• Blinkie as the voice. The brand's cat mascot shows up for loading, celebrating, empty states and the footer, and even prints on the physical cards.
• Real photography of real partners. Fuel attendants, shoppers and travellers instead of stock abstractions, so each partner card shows what you'd actually earn.

Navigation that teaches

The old menu listed sections. The new one answers questions. Earn and Redeem open mega menus grouped by everyday life (mobility, lifestyle, finance and e-commerce), each ending with a nudge to the app. Search opens with suggestions and recent partners before you type.

The homepage

The page follows the order a new visitor needs things in: what this is, how you earn, how you spend, who the partners are, and then what you can get today.

• One promise, one offer. "Earn rewards on everyday spending" and a single 200-bonus-point sign-up, with the reassurance (no fees, no hidden charges) right under the button.
• Earn, redeem, pay. Three bands, each with a photo, a plain sentence, partner examples and the full list of categories alongside.
• Partners that pay you back. Big partner cards state the reward in plain numbers, such as 20 points on every fuel purchase.
• Then the shop. Online shop, physical cards, vouchers, travel and promotions come after the explanation, as proof rather than noise.

bonuslink.com.my · HomeOpen full page

Earn landing pageOpen full page

Home · variant BOpen full page

Travel, the newest vertical

Travel launched as a new way to earn and burn points on hotel stays. It had to feel like BonusLink, not a white-labelled booking engine, so it uses the same bands, cards and ribbons with a search widget at its heart.

TravelOpen full page

It took several rounds to get there. Early versions led with the search form and a dense grid. Later ones led with the member benefit and pushed search into the hero.

Onboarding in the BLINK app

The app's first minutes do three jobs: explain the value, get a verified member, and learn enough to personalise the dashboard. Blinkie keeps it light along the way.

The member dashboard

The dashboard is the screen members open most, so it had to answer the same questions every time: how many points do I have, how do I earn more, what can I spend them on, and what's new for me.

01

Balance first

Points sit in a raised card with the member QR code beside it, ready to scan at the till.

02

Earn and redeem as shortcuts

Fuel, bills, travel, vouchers and shopping are one tap away, with "More" opening the full list.

03

One nudge at a time

A single task, like verifying your email for 20 points, instead of a stack of banners.

04

Multipliers you can see

Partner offers such as 2x on fuel or 10x on a credit card sit in a swipeable rail.

05

Cards you're proud of

"My Blinkie Cards" shows each physical card with its status, next to the latest collection.

06

Five tabs

Home, Earn, Shop, Cards and Account, matching the website's main navigation.

One footer, many pages

The footer and the bands above it became a kit that every page ends with: a campaign band, a stats band, an SEO link block and the app download, on the navy base. New pages get a finished ending for free.

Footer kitOpen full page

Learnings

• Theme first, pages second. Agreeing the tokens, motif and mascot early made every later screen faster and every review shorter.
• Explain before you sell. Putting earn, redeem and pay ahead of the shop changed the homepage from a catalogue into an answer.
• Mirror structures across channels. The website's Earn menu and the app's Earn tab share one taxonomy, so members never relearn where things live.
• Iterate in greyscale. Settling the dashboard's order without colour stopped us arguing about blues when the real question was priority.