Rewards Club (Fanduel)
Project
Rewards Club (FanDuel)
Role
Lead Product & Motion Designer
Team
Product · Engineering · Creative
Scope
Product Strategy · UX/UI · Interaction · Motion · Prototyping
Making loyalty progression clear—and building the system to scale it
Lead Product & Motion Designer · FanDuel Casino
Product strategy · Interaction design · Motion systems
I helped shape Rewards Club into a connected loyalty experience, making status, rewards, and progression easier to understand while establishing a system that could evolve across tiers and campaigns.
+22% reward box open rate
2M reward boxes awarded in 2025
92% reported retention
My contribution
I partnered with product, research, engineering, and an external platform team from discovery through launch. My work spanned the core loyalty experience, reward interactions, and motion direction.
As the program expanded, I advocated for Rive, helped drive adoption, and established creative and implementation standards that enabled other designers to work within the system.
The opportunity
FanDuel Casino launched without a rewards program. As the product grew, we had an opportunity to help customers better understand their loyalty status and the value of their rewards.
The challenge had two sides: make progression clear for customers and create a foundation that could support new tiers, rewards, and campaigns without repeatedly rebuilding the experience.
What informed the direction
Through workshops, focus groups, surveys, and competitive exploration, we identified a gap between customers valuing rewards and understanding how to earn and progress through them.
Customers needed clearer answers to three questions:
- Where am I? Current tier and progress.
- What have I earned? Available points and rewards.
- What comes next? Upcoming benefits and requirements.
Alongside the customer needs, we identified a system requirement: the experience had to accommodate an expanding loyalty program.
I helped translate these findings into a product direction that connected status, reward value, and progression throughout the journey.
Decision 01: Make progression visible
I organized the core experience around the customer’s current state, bringing tier status, available rewards, and next-tier progress into the interface.
The hierarchy helped customers understand what they already had before introducing what they could unlock. Connecting those pieces gave individual rewards context within the larger program.
This established a consistent structure that could carry across loyalty levels as Rewards Club evolved.
Decision 02: Connect the reward reveal to the broader journey
The Reward Box was a key moment for making the program’s value tangible. I designed the interaction to connect receiving a reward with a clear understanding of what the customer had earned.
Motion guided that sequence. Anticipation established the opening moment, the reveal focused attention on the reward, and balance and progression feedback communicated the updated state.
Each transition helped the customer follow what changed and how it related to their loyalty journey.
The tradeoff: preserving depth within implementation constraints
I explored an early 3D direction to give the box a sense of physicality. The assets proved too large for the required implementation, so I adapted the concept into perspective-based vector animation delivered through Lottie.
That decision preserved the depth and anticipation of the interaction while meeting the platform’s constraints.
Decision 03: Make progression tangible
Rewards Club needed a visual language that made progress feel tangible. Rather than treating loyalty tiers as a static status, I designed the gamification system so the experience visually evolved as players achieved more and unlocked greater rewards.As players progressed from the base tier through VIP, their reward boxes, badges, backgrounds, and interaction states transformed with each level. These changes created a clear visual hierarchy and gave players immediate feedback that their activity was moving them forward.The decision was intentional: progress should be something users can see and feel, not just a number on a screen. Each tier built on the previous one, creating anticipation and a sense of achievement while maintaining a cohesive visual system across Rewards Club.This thinking also shaped the Reward Box. We wanted a signature interaction that made earning a reward feel distinct and memorable. The result was more than a rewards structure. Loyalty became a visual progression system—one that made achievement recognizable, reinforced motivation, and gave the Rewards Club ecosystem a distinct identity.Key principle: Progress should be something users can see, feel, and look forward to.
Decision 04: Build a motion system that could evolve
As Rewards Club expanded, our motion workflow became a bottleneck. In our Lottie implementation, different loyalty tiers, skins, and campaign themes often required separate assets and exports.
I identified an opportunity to make those variations part of a reusable system.
I proposed Rive to leadership, helped drive adoption, established creative and implementation standards, and supported other designers as they adopted the workflow. Working with engineering, I helped shape an approach that accommodated changing states and content.
The resulting foundation could support multiple loyalty tiers, visual skins, campaign themes, and CMS-driven content.
Keeping campaigns recognizable and fresh
The system could take on visual treatments for birthdays, holidays, the Super Bowl, and new game launches while retaining a familiar core interaction.
This allowed the visual experience to evolve without requiring customers to learn a new pattern for every campaign.
Working through implementation
I partnered with engineering and the external platform team to account for locked rewards, timers, tier transitions, balance updates, dynamic reward content, and animation states.
This work connected the visual experience to the conditions it needed to handle in the product. The interaction had to remain understandable as eligibility, timing, and content changed.
Defining these states helped translate the design intent into a consistent, shippable experience.
The complete experience
The final experience brought loyalty status, reward interactions, and progression into a connected journey. The walkthrough below shows how the interface and motion work together, from checking status to opening a reward and seeing the updated state.
“The complete Rewards Club experience, from checking loyalty status to revealing a reward and seeing progress update.”
Impact
The work addressed reward engagement while establishing a system that could support the program’s growth.
+22% reward box open rate
Reported improvement associated with the redesigned reward experience.
2M reward boxes awarded in 2025
A measure of the scale the program supported.
Broader Rewards Club results included 92% retention, a 7–8 percentage-point increase in sentiment, and 7 in 10 customers saying they loved or liked the program.
These program-level measures provide context for the overall experience; they do not isolate the effect of an individual design change.
What I learned
This project reinforced that the customer experience and the team’s ability to maintain it need to be designed together.
The initial vector approach met our implementation needs. As the program grew, I recognized that the workflow itself needed to change. Advocating for a reusable motion system extended my contribution from individual interactions to how the team could deliver future experiences.
In a future iteration, I would define measures for progression comprehension and reward completion alongside engagement metrics. That would give us a clearer understanding of how effectively the experience helps customers navigate the program.
What began as the design of a single reward moment quickly became a measurable growth driver. By turning reward boxes into high-impact, anticipation-driven experiences, engagement increased immediately, with a 22% lift in open rates across all loyalty tiers. Players were no longer just receiving rewards, they were actively engaging with them. That emotional connection translated into long-term value, contributing to a 92% retention rate and demonstrating how well-designed reward moments can strengthen loyalty at scale. In 2025 alone, 2 million reward boxes were awarded, transforming a routine interaction into a high-frequency, brand-defining touchpoint that delivered both player delight and meaningful business impact.
