2023
Fintech
Membership
With OPEN POINT at its core, Uni-President links payments, membership, and retail resources into a cross-scenario ecosystem. As the e-payment service, icash Pay combines payments, transfers, and top-ups with the rewards system, deepening daily connections with consumers and driving ecosystem growth.
In 2022, as e-payment competition intensified, icash Pay sought to leverage its membership and channel advantages to boost conversion and engagement. Goons conducted stakeholder interviews and competitor research to refine positioning and strategy. We optimized flows for registration, payments, and transfers, then expanded into lifestyle scenarios to lay the foundation for long-term growth.
E-payments are task-driven, short-contact products. Starting with core features like registration, payments, and transfers, we gradually added invoice integration, points management, bill payments, transit QR codes, and finance tools. We also improved process design and visual identity to support the “points lifestyle” concept, linking maps, partner brands, point transfers, and cross-border services—strengthening icash Pay’s role in Uni-President’s digital ecosystem.
competitors
01
E-payments involve strict rules for data security and personal information. Registration, verification, and transactions must comply with regulations. Goons reviewed ICP’s existing account and transaction systems, then applied task-focused flow design and clear guidance to reduce friction in registration, binding, payments, and transfers, helping prevent user drop-off.
02
Taiwan’s e-payment market is highly competitive, with overlapping features and promotions. Brand impression often becomes the first key to winning users. Goons helped icash Pay create a unique visual identity and interactive style, shaping a brand image that feels approachable, practical, and trustworthy. At the same time, we redesigned flows and interaction details so users naturally choose icash Pay in daily spending scenarios.
03
icash Pay plays a key role in Uni-President Group’s digital lifestyle ecosystem. Goons integrated payments, membership, points, invoices, and store maps, turning one-time transactions into ongoing engagement. With the OPEN POINT rewards system, spending, transfers, and promotions connect into a complete experience. Design focused not only on integration but also on smooth rhythm and cross-scenario continuity, reinforcing icash Pay’s place in the ecosystem.
iOS
iOS
iOS
iOS
iOS
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