Case Study
Raijin is a rewards platform where users earn prize entries by completing tasks in partner-run campaigns. The more tasks you complete, the better your odds in each prize pool.
To maximize their odds, users should be doing every task across every campaign. They weren’t. Why?
Pictured: six giveaway campaigns with wildly varying user participation rates. Ideally every giveaway should be as close to 100% as possible.
My hypothesis: campaign discovery and onboarding was the bottleneck. Switching between campaigns meant navigating to each one separately and re-registering — too much friction for marginal entries.
This aligned with the business too. Higher per-campaign engagement made the platform more attractive to potential partners, who weighed audience size heavily when evaluating us.
The old flow’s friction scaled with campaign count: every additional giveaway meant another round-trip through the homepage and dedicated giveaway pages. A new improved flow should batch all tasks into a single queue, making per-giveaway navigation obsolete.
I used lo-fi AI prototypes to test directions rapidly — exploring multiple flows in the time it would normally take to build one. The same prototypes doubled as a pitch tool, letting me demonstrate value to stakeholders and secure buy-in before committing engineering resources.
The feedback loop shrank from days to hours.
Figma prototypes are extremely time-consuming to make. With well-structured prompts, you can iterate at the speed of pen and paper, making it ideal for fast-moving teams and flat, unstructured orgs.
The solution unified everything on the home screen: a single flow where users could complete tasks across all campaigns and track overall progress toward maxing their entries.
Registration now happened automatically as users engaged. No more navigating to each campaign and signing up manually.
The fundamental shift: a fragmented list of chores became a single game of progression.
The new and improved flow. In addition to eliminating a source of unnecessary clicks and friction that scale linearly with the amount of campaigns, we also gamified the process of completing all the tasks on the website.
The feature saw immediate adoption. Users hit their goals faster, completed more campaigns, and the platform drew higher peak concurrent usage than ever.
The boost to user value was also dramatic. Reward redemption events multiplied by a factor of 2.3.
