Sneak peek into the project
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Project
Rewards Club (FanDuel)
Overview
Reward boxes were functional but forgettable. I transformed them into a signature loyalty moment players anticipate and remember.
As Lead Product and Motion Designer, I redefined the Rewards Club reveal as a scalable, motion-driven system that clearly showcases value while amplifying excitement and generosity. What was once a routine transaction became a brand-defining moment that drives engagement and elevates perceived value.
Problem
Reward boxes are more than containers; they are a moment of truth. The challenge was not simply revealing a reward, but creating a reveal that clearly showcases value, amplifies generosity, and deepens the emotional connection to the broader Casino Rewards experience.
Solution
I approached the reward box as both a merchandising system and an emotional engine, focusing on a scalable framework rather than a single interaction.
- Clarity first: Rewards are instantly recognizable, legible, and value-forward.
- Anticipation + payoff: Motion and pacing build suspense, then deliver a high-energy, generosity-amplifying reveal.
- Flexible by design: A modular system supports multiple reward types without fragmenting the experience.
- Built to scale: Reusable motion patterns and adaptable visual treatments extend seamlessly across a multi-brand platform—balancing ecosystem consistency with brand expression.
The result: a repeatable, brand-aligned reward experience that elevates perceived value while scaling efficiently across products and platforms.
Design Decisions
Every design decision centered on one idea: make generosity visible.
I created distinct reward boxes for each loyalty tier, using scale, materiality, and motion to communicate progression and increasing value. Before a box was even opened, players could sense the level of reward tied to their status.
I then introduced targeted, game-branded boxes that revealed suite-specific rewards and promotions, connecting the reward moment directly to gameplay and making each interaction more relevant and personalized.
To support ongoing growth, I designed the system to be CMS-enabled so teams could easily launch new box designs and motion treatments for key marketing moments without starting from scratch.
The result is a flexible, scalable reward framework that balances emotional impact, personalization, and operational efficiency.
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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.
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