Gamification Series
Project overview
Designed playful, repeatable engagement mechanics for Domino's—Mystery Deal, Flip Card, and Calendar reveals that lifted interaction and drove repeat visits.
Tool
Figma · Prototyping · After Effects · Photoshop · Illustrator
Role
UI/UX Designer
Challenges
Domino's traditionally offered deals directly, but the marketing team wanted to explore a new approach by making deal discovery more rewarding and exciting while increasing engagement and click rates.
The challenge was designing interactions that felt fun without being gimmicky, measurable without being overly complex, and repeatable so they could be deployed across different campaigns and regions.
What I did
01
Mystery Deal
From concept to launch, I designed the Mystery Deal mechanic in Figma and created animations in After Effects to demonstrate interactions for stakeholders and developers.
Users click to reveal a hidden offer, creating anticipation and surprise. The mechanic rewards curiosity while maintaining deal value transparency once revealed.
The design focused on clear affordance while keeping the visual simple enough to work across campaigns. Each Mystery Deal could be customised with different copy, imagery, and offer types, enabling deployment across multiple markets. The Lunar New Year campaign achieved 3× higher click rates compared to standard offers.
02
Flip Card
A card-flipping interaction where users tap to reveal details. The mechanic was designed for flexible deployment: as an app pop-up for markets without development resources, or as a landing page for markets with full implementation support.
While functionally similar to Mystery Deal, Flip Card offered different visuals and interaction animations. The flip animation needed to feel responsive and natural across devices.
03
Calendar Reveal
A daily unlock mechanic where users return to reveal new offers on specific dates. This creates anticipation and drives repeat traffic around campaign windows.
Designed specifically for Japan's Christmas campaign, this mechanic combined the excitement of advent calendar tradition with deal reveals—a new approach to increase retention while making deal discovery more rewarding.
The design balances showing what's coming (to build anticipation) while keeping upcoming offers locked. Users can see their progress and know when to return for new deals.
Impact
All three mechanics have the potential to be deployed in different markets. Each market could customise content while maintaining the core interaction patterns. To enable self-service deployment, we built a gamification library in Confluence with all working files and resources. Global marketing teams could browse these mechanics and select which best suited their campaign needs. We also offered 30-minute implementation support sessions to help markets tailor the mechanics to their specific requirements.
Working with developers, we established a reusable codebase where mechanics could be deployed by simply swapping images—significantly reducing development time for seasonal campaigns. This meant markets without dedicated development resources could leverage headquarters' infrastructure to deploy gamification campaigns independently.
Reflection
The biggest challenge was balancing delight with performance. The animations I created in After Effects were initially GIFs, which didn't perform well on coded landing pages. Working with developers, I found better solutions using CSS and HTML to achieve similar effects with faster load times.
One learning was around frequency—using these mechanics too often risked them feeling routine rather than special. Guidelines should be established for when to deploy each mechanic based on campaign type and market context.