Gamification Series
Project overview
Designed and scaled three gamification mechanics deployed across 5 global markets. Created reusable framework, implementation library, and documentation enabling regional teams to customize campaigns independently. Achieved 3× higher engagement through user-centered interaction design validated by multi-market testing.
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.
Framework & Documentation Approach
Scalable Design Framework
To enable deployment across diverse markets and campaigns, I created a flexible system:
Core Interaction Pattern
Anticipation → Action → Reward structure
Adaptable to different visual themes
Consistent user experience across mechanics
Customization Guidelines
Which elements can change (copy, imagery, offers)
Which elements must stay consistent (interaction patterns, timing)
Brand compliance standards per market
Implementation Library (Confluence)
Built comprehensive documentation enabling regional design teams to deploy easily with the help from the development team:
Design specifications with measurements
Animation timing and easing curves
Asset requirements and file formats
Technical implementation notes for developers
Enablement Process
Initial 30-minute walkthrough per market
Shared Figma and Confluence file with all variations
Technical Q&A with development teams
Tracked post-launch data and iterated based on insights
Result: 5 markets independently deployed seasonal campaigns while fully adhering to design standards.