Mobile Rewards Sign-Up

Designed a new mobile sign-up flow to drive rewards enrollment.

Please note: Due to NDA constraints, visuals and labels have been redacted or modified. I can share further details in conversation.

Background:

A Southeast U.S.-based casino operator engaged my company to concept a new online social gaming platform, called The Game. As part of the broader experience, I designed a mobile rewards sign-up flow for The Game’s Rewards program.

I independently led the task flow design, including layout and visual styling.

My Role:

  • Interaction Design

  • Visual Design

  • UX Writing

  • Prototyping

Timeframe:

  • 1 week

Stakeholders:

  • CEO

  • Design Lead

Target Users:

  • Players of The Game.

Goal:

  • Create a fast, seamless sign-up flow that encourages rewards enrollment and player retention.

Problem:

A core feature of The Game allowed players to earn rewards through continued gameplay and redeem them at partner casinos. To support retention and repeat engagement, players needed a fast, low-friction way to enroll in the rewards program and redeem earned rewards.

Without a seamless enrollment flow, players risked dropping off before engaging with the rewards ecosystem, reducing long-term engagement and partner casino revenue.

Outcome: Designed a streamlined rewards sign-up flow that users could complete in just 5 taps, averaging ~11 seconds from start to finish.

Constraints:

There were two primary constraints that shaped the flow:

  • State & Local Regulations: Gaming laws vary by state and municipality, preventing a universal one-time registration flow. Users needed to opt into the rewards program separately for each partner casino.

  • Email Entry Point: The client required the primary entry point to originate from an email sent to the player, which had to be incorporated into the flow architecture.

Design Objectives:

Weighing the task and the constraints, I defined these design objectives:

  • Minimize the number of steps required to enroll in the rewards program.

  • Maintain clarity throughout the sign-up process, despite regulatory and registration requirements.

  • Encourage repeat engagement after registration.

Design Principles:

Based on these objectives, three principles guided my design:

  • Speed: Reduce cognitive load and complete enrollment as quickly as possible.

  • Clarity: Ensure players always understood where they were in the flow and what remained.

  • Retention: Reinforce continued engagement beyond initial sign-up.

Task Flow:

The end-to-end task flow takes users from the emailed reward through sign-up and redemption in 5 total taps.

Push Notifications:

To reinforce post-registration engagement, I designed platform-specific push notifications for both Android and iOS.

Impact:

Prototype testing validated the flow’s usability and efficiency, and this design was approved for production. The broader project was ultimately shelved by the client before launch.

Reflections:

  • Designing around regulatory constraints reinforced the importance of reducing friction everywhere else in the flow.

  • Clear progress visibility became critical once registration requirements could not be simplified further.

  • The project sharpened my ability to balance business goals, compliance requirements, and player retention within a compliance-heavy mobile experience.