Foxy Games is one of the most exciting standalone products that started in 2015 on mobile and desktop, aiming to leverage Foxy’s strong brand identity to drive cross-selling from bingo to casino.
CATEGORY
Product Acquisition &
Retention
MY ROLE
Product Designer
TEAM
1 PM, 1 LPD, 2+ Engnieers + more
😎 Gayatri
What did I do? 👨🏻💻
UX Strategy
UX Research
Creativity
UI Designs
Hi-Fi prototype
User Testing
Feedback Synthesis
Developer Handoff
Demo Presentation
Here’s the first look at our
Foxybox! :) It’s loading…
please wait a few seconds.
Scroll down to see the
journey behind how I
arrived at this solution! 👨🏻💻
New Foxy Perks
Project Timeline ⏳
A rough visual timeline of the entire process, from initiation till success measurement.
Project Brief
Idea explorations
Stakeholders feedback
Prototyping & Iterations
Development
Launch Phase
Measuring success metrics
Stakeholders feedback
User Testing
CC & Ops approvals
4 Month Timeline
Preliminary Insight
Why Engagement Falls After a Certain Period
Engagement typically drops after the initial usage spike because users’ novelty-driven excitement fades. If the experience doesn’t consistently deliver value, reinforce habits, or adapt to evolving needs, activity naturally declines. Over time, users settle into a lower baseline level unless motivated by new features, reminders, or rewards.
Engagement
Time
Novelty Peak
Interest Drop
Routine Fatigue
PROBLEM TRIGGER
Here are the pain points of Foxy Perks 🥹
Foxy Perks needs to evolve into a system where players can participate daily and earn rewards based on their Slot/Bingo spends. Cumulative weekly spending will further unlock bonus rewards in the following week.
Since rewards are spaced out, players don’t feel frequent gratification, causing dips in daily engagement and motivation.
Players do not have strong triggers or incentives to revisit the platform regularly, leading to lower retention and fewer repeat visits.
Players find it difficult to understand how they are progressing toward rewards due to limited visibility and unclear indicators.
The current experience lacks delight elements (animations, reveals, celebrations), making rewards feel less exciting or memorable.
Foxy Perks (Old Version)
How might we make the Foxy Perks experience clearer, more engaging, and rewarding for players across daily and weekly interactions?
BRAINSTORMING
70+ ideas during the ideation session 💡
Since rewards and engagement mechanics can evolve in many directions, instead of ideating in isolation, we opened the exploration to the wider team - including product designers, PMs, marketers, and engineers. A dedicated channel was created to collect ideas:
Progression View
Show both daily and weekly progress on the same screen without clutter, ensuring players instantly understand where they stand.
Reward States
Introduce clearly defined states for every reward - locked, in progress, ready to open, and expired - improving transparency and reducing confusion.
Return Motivation
Design the Weekly Fox reward to motivate players to return once it’s ready to open, reinforcing weekly retention habits.
Reward Reveal Moments
Surface the Daily reward as soon as the spend requirement is met, with pop-ups celebrating the achievement and showcasing rewards for added delight.
SOLUTIONING
Progression & Motivation work if we:
- Introducing Daily and Weekly Box Reveals.
- Premium Milestone Box Tiers like Silver, Gold, and Diamond.
- Celebrations for each Box ensuring each reveal feels unique and emotionally rewarding.
- Reward expiration is intentionally included to create a sense of urgency and prevent players from missing out on high-value rewards.
INITIAL EXPLORATION
Until we arrive at the best iteration 🧐
STAKEHOLDERS FEEDBACK
This isn’t designs we need right now!? 🤯
Throughout the iterations, I received feedback from various stakeholders. I documented all insights requiring approval and aligned them with business goals (Product Owner), industry norms (Compliance), and technical feasibility (Engineering).
Here is some of the feedback:
“ Can we considered emphasizing the weekly feature more prominently than the daily, given that it is the key element and primary driver of the proposition ” - Business
“ First and foremost, we want the journey to be simple so that players can understand it easily, and I’m not sure Option 2 achieves this ” - Product Lead
“ With regards to "Claim Now" we should avoid urgent calls to action, can you change it to "Claim Here"? ” - Compliance Team
“ Applying design system tokens and components to a uniquely styled UI is no easy task. Kudos to you all for learning quickly and adapting them so well in your designs. It’s really nice to see that progress ” - DesignOps Lead
OUT + PUTTING
Here is the Final Flow 😊
Come to Foxyperks and treat yourself to four unique reward boxes - where every engagement is rewarded, every player feels valued, and every moment delivers a true wow experience.
Progressive rewarding
Unbox to Celebrate.
Intuitive Design
Unlock joy with every action
Easy to Play
ONBOARDING FLOW
Scroll
unboxing daily & weekly
Scroll
After User-testing
Rewards system appealing & engaging 🙌🏻
Although we were enthusiastic about the design directions, it was crucial to validate that users felt the same. In collaboration with the UX Researcher, we conducted usability testing with over 12 participants to observe how they engaged with the new solutions and to uncover areas of friction, confusion, or opportunity.
Tool Used: Userlystics
Participants: 25+
Test Type: Unmoderated
Easy to understand
Users find the concept of the Foxy Box rewards scheme easy to understand, with clear instructions on how to earn rewards through daily and weekly spending.
Milestone rewards
The interface’s indication of daily and weekly progress is appreciated, as it helps users track their reward milestones effortlessly.
User education
Feedback also shows a strong need for user education, ensuring all users clearly understand how the rewards system works, what is expected of them, and what they stand to gain.
Deposit clarity
Users found the fund deposit process confusing and suggested it should be clearer and more straightforward in the app.
While users found the rewards system appealing and engaging, they suggested that improved clarity around prizes, spending requirements, and reward rules would significantly enhance their experience.
Thank you for watching 🙏🏻