Our latest campaign featured an incentivising lucky draw event, allowing traders to win prizes through a random drawing. Traders earned draw tickets by completing a required number of live trades. This event aimed to boost overall trading volume and encourage users to sign up for live trading accounts to participate.
My roles
Lead designer — partners with the marketing teams to drive the overall campaign.
Team
Me, UX/UI designer Product owner Marketing team
Timeline & Status
8 months Q2/3 2024 launch
Opportunity
An event designed to boost live trading volume through the provision of monetary incentives
Our new campaign aims to boost trader engagement by offering monetary prizes, creating excitement and motivating increased trading activity to drive overall volume.
Research
To find out which Incentivising model would best fit our campaign and regulatory requirements, I conducted thorough competitor research regarding lotteries and lucky draws.
There were primarily two approaches that leveraged mysterious and gamified factors to motivate users:
Lotteries with a prize pool: Users had the chance to win a random amount of prizes from the pool by probability.
Lotteries with specific prizes: Users could win a predetermined amount of prizes by probability.
After evaluating the legal and regulatory requirements of CFDs license associated with the above approaches, lotteries with a prize pool fitted best our objectives while mitigating the element of gambling.
How could we guarantee that each participant has an equal opportunity to win?
How could we create a distinct and captivating unboxing experience that sets it apart from traditional trading?
How could we innovatively spread out the events in a way that generates interest and entices a wider traders to join?
How might we offer thrilling and engaging lottery event so that users can be incentivised to participate more trades.
Directions
🧐 Featured a prize pool with a daily cut-off
All users would be given an equal chance to win the prize. The drawing process began with the first prize and continued down to the lowest prize. This meant that users would be able to open their lucky boxes one day after receiving them to check if they had won any prizes.
🧐 Gamified factor to enrich the experience
To provide celebrations for rewarded traders to foster a sense of excitement and happiness.
🧐 Encourage traders to showcase their achievements
To attract other traders to join the event so the participant pool size could be increased.
Userflow
I created user flows for different reward categories (new users, non-KYC users, and active users), which helped facilitate discussions with stakeholders and guide the screen design process—details in the Miro workboard.
🔍 Concept 1 - The rewards were automatically distributed after users had completed 5 trades.
After users had opened 5 trades, a pop-up panel would appear in the open trade section, displaying the amount of the stellar box reward.
Expected Result
Users could smoothly receive the reward while engaging in trade activities and monitoring the graph.
Actual Result 1
The pop-up panel might block users open multiple trades. It might be inconvenient to some quantitative traders who open a large number of trades at once.
🔍 Concepts 2 & 3 - Users opened the rewards at the rewards hub and all the rewards could be accumulated.
After users had opened 5 trades, a stellar box was distributed to the rewards hub. Users can open them at any time.
Expected Result
The visual display of all stellar boxes could provide users with a clear count of the boxes they had obtained, fostering a sense of accomplishment.
Actual Result
Users were confused by visually identical boxes and expected a tap-to-open feature with a carousel display.
After several rounds of feedback and testing, the following changes were made for the next prototypes:
A single box was displayed to avoid confusion.
The expiration date of each box was removed to reduce redundancy.
A "pending box" field was added to indicate waiting for the next day's cut-off.
Engaging animations could be included for a more enjoyable experience.
Solution
🤩 Features a prize pool with a daily cut-off
If we have a daily participation of 100 individuals, we can establish a fair and equal opportunity for each participant to win prizes by allocating specific probabilities to each prize category:
1st prize probability: 1/100 2nd prize probability: 1/99 3rd prize probability: 1/98 Consolation probability: pre-set by us The remaining would be “Good luck”: 1 - Consolation Probability
🤩 Animated unboxing with confetti effect
Immersive unboxing and rewarding animations were designed to captivate the overall experience. By incorporating these elements, we created a sense of excitement and anticipation, making each unboxing moment feel special and memorable
🤩 Dedicated share ticket to encourage users to share on social feed
To facilitate the promotion of rewards sharing, we implemented an easy share button and provided users with pre-filled content. This feature was designed to simplify the process of sharing their rewards and encourage other traders to join in on the excitement.
@2025 Leo Lau | “Good ideas are always crazy until they’re not.”
