Four design decisions
Make value easier to find, follow, and use.
Each decision connects a customer question to a product choice and the tradeoff behind it.
Design decision 1
Give customer value a home.
- Pain point:
- Rewards, progress, and promotions did not have one recognizable destination.
- Craft choice:
- Establish Rewards Hub as the primary home for value, progress, and next actions.
- Tradeoff:
- Favor comprehension over promotional density.
Design decision 2
Make progress and reward status visible.
- Pain point:
- Customers could not consistently tell their promotion status, available reward, remaining requirements, or next action.
- Craft choice:
- Define context-specific status patterns across the lobby, Rewards Hub, and in-game experience.
- Tradeoff:
- Accept additional rules and operational complexity in exchange for timely, actionable status.
Design decision 3
Define the job of each generosity mechanic.
- Pain point:
- Additional promotions, rewards, and Free-to-Play mechanics risked creating more value but less understanding.
- Craft choice:
- Give promotions, rewards, Reward Box, Reward Machine, and Free-to-Play distinct roles in the customer journey.
- Tradeoff:
- Preserve the character of each mechanic while applying shared customer criteria.
Promotions
Understand the offer and what it requires.
Rewards
See available value and where to use it.
Free-to-Play
Recognize a distinct way to participate.
Design decision 4
Make generosity scalable for teams.
- Pain point:
- Campaign-level creativity could create inconsistent rules, states, and customer expectations.
- Craft choice:
- Define reusable patterns and decision criteria teams could apply across product surfaces, CRM, campaigns, and markets.
- Tradeoff:
- Standardize the customer logic while preserving room for campaign and mechanic variation.
Before
After
Results, with their context.
+9% GGR
U.S. Rewards Club A/B test
Recorded during the four-month U.S. test alongside +6% APDs and +9% generosity perception.
+10% GGR
Canada A/B test
Recorded during the one-month Canada test alongside +3% APDs.
9 to 22 pts
Reward Box open rates
Recorded as 9 to 22 percentage-point higher open rates across loyalty tiers for the loyalty-branded Reward Box than the prior template.
+5%
Reward Machine weekly retention
Recorded as 5% higher weekly retention year over year for the loyalty-branded Reward Machine than the 2024 comparison.
Outcomes
A model customers and teams could follow
The work connected loyalty identity across touchpoints and gave teams shared criteria for judging customer value.
Outcome
After full launch, the share of U.S. users maintaining or increasing loyalty tier rose from 64% to 68%.
Outcome
Documented shared criteria for judging how generosity should appear across product surfaces and markets.
Reflection
What I carry forward
Frame the customer experience before choosing the mechanic, then use shared criteria so each team can improve its part without fragmenting the whole.