Market: Retail, Ecommerce, Banking
Role: VP of Product & Design
Tags: UX, Product, Retail, Banking
Site: www.shukran.com/cobrand/adcb
In 2024, Landmark Group partnered with ADCB to launch the Shukran Cashback Credit Card, a co-branded financial product designed to deepen loyalty, increase customer lifetime value, and strengthen the connection between everyday spending and the Shukran rewards program.
As VP of Product & UX Design, I led the end-to-end digital experience for the card across Landmark’s different website touchpoints, while working closely with ADCB to align on card design, brand, and customer journey standards.
- Led the multi-functional product squad responsible for all digital experience touchpoints: landing page, app placement, signposting, and onboarding flows.
- Drove strategic alignment with ADCB, influencing the final card design, brand expression, and product messaging.
- Ensured the landing page, card visuals, and overall branding worked cohesively as a single, unified experience across Centrepoint, Lifestyle, Max, and other concepts.
- Led user testing, market research, and competitive analysis to understand customer expectations, improve information architecture, and validate the acquisition flow.
- Partnered with analytics teams to define early success metrics, experimentation opportunities, and paths to scale adoption.
Shukran needed a financial product that:
- Integrated tightly with Shukran,
- Communicated clear value quickly, and
- Created a seamless experience from awareness → application → onboarding.
However, delivering a cohesive product required alignment across:
- A major banking partner (ADCB)
- Multiple Landmark brands
- Legal, compliance, and regulatory requirements
- Marketing, Performance, CRM, and Product teams
- Multiple customer journeys and digital entry points
The challenge was to bring all of these together into a simple, intuitive acquisition experience.
1. Customer & Market Research
We ran multiple rounds of:
- Moderated user testing
- Market analysis of leading co-branded cards
- Placement tests across Landmark touchpoints
- Message comprehension studies
From this, we learned that customers needed:
- Clearer value propositions
- Simpler scanning of tier benefits
- Stronger alignment with the Shukran brand
- High visibility within shopping and checkout journeys
2. Product & Card Design Alignment
A significant part of the work involved shaping the ADCB card design itself. To align with the branding of Shukran as well as adhere to ADCB's branding, and also making sure it resonates with the target audience. I played a crucial role as Head of Product, I
- Influenced the final card aesthetic, ensuring it better aligned with Shukran’s modernised brand.
- Worked with ADCB’s product and compliance teams to refine layout, information hierarchy, and card variants.
- Ensured the card artwork and landing page design matched across digital surfaces, creating a cohesive visual experience.
This ensured customers had a consistent and trustworthy experience regardless of where they first encountered the card.
3. Digital Touchpoints & Experience Design
Across the Landmark ecosystem, we designed:
- A premium landing page optimised for scanning benefits quickly
- Contextual placements across CentrepointStores.com, MaxFashion.com, LifestyleShops.com, SplashFashions.com, etc.
- App signposting placements within key journeys (bag, checkout, profile, wallet, and offers)
- Email and push templates aligned with acquisition goals
We created a multi-touch journey that made the card discoverable, understandable, and desirable.
4. Testing & Validation
We validated the design with:
- User testing sessions focused on comprehension of benefits and decision triggers
- A/B testing prototypes for different hero message variants
- Heatmapping and placement tests to evaluate discoverability across product listing pages, bag, and checkout
- Market research across UAE and KSA for preferred placement and messaging tone
This ensured customers had a consistent and trustworthy experience regardless of where they first encountered the card.
Since the product is still in the early adoption phase, we focused the case study on verified outcomes and strategic wins, rather than targets not yet achieved.
Strategic Wins So Far
- A unified, cross-brand acquisition experience used across multiple Landmark websites
- A clear and coherent card identity that blends the ADCB and Shukran brands
- Validated customer comprehension of the benefits and value proposition
- Increased visibility across key digital journeys (homepage banners, PDPs, bag, checkout, app profile, and wallet)
- A strong foundation for performance marketing, CRM, and ongoing A/B experimentation
What We’re Focused on Next
- Running deeper A/B tests on landing page variants
- Testing card placement positions across bag, checkout, and loyalty surfaces
- Expanding localized value propositions by territory
- Driving toward the annual target of 10,000 sign-ups
- Integrating the card into broader Shukran 2.0 tier communication and benefit banners
The Shukran x ADCB Credit Card represents a new category of product experience for Landmark Group, where retail loyalty meets financial services.
This project required deep collaboration across disciplines, tight brand alignment, and a customer-centric approach to financial UX. The foundation we built is now enabling continuous experimentation, stronger communication, and a clearer value proposition for customers across the GCC.