Three+ Surprise Spin Game
Project overview
This project aims to deliver a high-engagement gamification experience within the Three+ loyalty rewards app, utilising an external agency for the technical execution and development build. The core mechanic will prioritise intuitive simplicity, ensuring a seamless user journey that culminates in the distribution of campaign-specific prizes for participants during the promotional window. While remaining rooted in the broader corporate identity, the execution will leverage the distinct creative identity of the Three+ brand to produce a vibrant, visually compelling experience that resonates with our audience more dynamically than Three’s core brand standards might typically allow.
Timeframe
My role
Tools
October 2023
6 weeks
UI Design, Assist the UX Designer, Prototyping, Stakeholder management, Digital asset creation, Animation
Sketch, After effects, Adobe Creative Cloud, Teams
Goal
Develop an immersive gamification feature within the Three+ rewards app, designed to operate seamlessly alongside existing value-added offers.
The initiative focuses on creating a visually sophisticated, end-to-end user journey that incorporates strategic pre-launch phases to generate consumer anticipation and momentum.
Central to the objective is a high degree of architectural versatility, allowing the experience to simultaneously showcase multiple partner brands with high-impact visibility, ensuring that sponsors are prominently integrated into the prize-winning mechanics while maintaining the premium aesthetic of the Three+ ecosystem.
This initiative focuses on auditing and mapping the existing Three+ redemption journey to establish a comprehensive baseline of current architectural hierarchies and functional capabilities. By evaluating the integration of new gamified rewards, the project will identify necessary UX enhancements and technical requirements through close collaboration with the development team to ensure feasibility. A central component of the mission involves managing stakeholder expectations regarding technical constraints while simultaneously developing a distinct game identity that integrates harmoniously with the established Three+ loyalty ecosystem. Following the formal approval of the game mechanics by senior leadership, the project will transition into providing high-fidelity assets for external development, concluding with a rigorous quality assurance and testing phase to ensure the final gameplay aligns with our strategic standards and stakeholder requirements.
During the initial stages of the project's evolution, the primary game mechanic underwent a significant simplification following a demonstration to senior stakeholders and the subsequent intervention of the legal department. While feedback was anticipated, the legal concerns necessitated a more substantial shift in direction than originally projected. The initial concept was designed as a "risk-versus-reward" experience, where users were presented with an baseline offer, such as a 15% discount, and tasked with a decision to either secure that reward or risk it for a chance at a superior prize. Under that model, an unsuccessful attempt would result in the user losing access to the original offer entirely.
Given the regulatory complexities raised and the project’s rigid delivery timeline, we strategically pivoted to an earlier iteration of the concept. This revised direction utilised a straightforward "spin-the-wheel" mechanic, which removed the risk element by providing a single outcome of either a win or a loss without jeopardising a pre-existing reward. We successfully transitioned our efforts to bring this version to life, resulting in the streamlined experience currently live within the application.
Process
Iteration
7 flows were created to dictate how experiences connected to the game would play out. Some of these flows allow for game expansion to happen in the future.
High fidelity designs
Result
The final delivery resulted in a high-engagement experience that fulfilled all stakeholder requirements within the projected timeline while consistently delighting our user base. This initiative significantly enhances the value proposition of the Three+ loyalty ecosystem by providing a dynamic, seasonal touchpoint for consumer interaction. By design, the project assets are fully customisable, allowing the campaign team to refresh the experience without additional development overhead. The architecture is inherently flexible, supporting full rebranding and even structural changes to the reveal mechanic, which allows for future transitions into formats such as mystery boxes or pinball-style animations.
This scalability ensures the platform is equally effective for launching frequent, low-tier offers or executing large-scale giveaways that were historically limited to delayed email notifications. By integrating a sophisticated social sharing function, we have empowered users to broadcast their winnings across digital channels, driving organic brand visibility. We take great pride in the final product and the collaborative journey required to achieve it, as the project successfully balanced technical versatility with a rewarding user experience.
11353
Customers played the game on the launch day. With 6062 customers winning a prize.
33%
Increase in return users to the app during and after launch of gamification
4
Games have gone live to date