Win Sporting Prizes

The Rewards4Group business model was heavily reliant on affiliate partnerships, particularly with brands like Bet365 and Betfred. While successful, this created a dependency on a limited revenue structure.

At the same time, user behaviour across the Rewards4 ecosystem revealed a key issue:

• Users actively earned points but did not consistently redeem them
• Engagement dropped after initial participation
• Traditional rewards lacked excitement and urgency

Although unused points could benefit the business in the short term, long-term growth depended on increasing user engagement, repeat visits, and active participation, which directly drove affiliate revenue.

Business Goals

• Diversify revenue streams beyond affiliate reliance
• Increase user engagement and repeat visits
• Encourage active point redemption

User Goals

• Provide a more engaging way to use loyalty points
• Create excitement around rewards and competition
• Reduce friction in entering competitions

The primary users were existing members of the Rewards4 ecosystem, particularly those engaged with sports-focused platforms.

Key user traits:

• Strong interest in sports such as racing, football, and golf
• Familiar with betting-style or chance-based systems
• Motivated by competition, anticipation, and reward

User needs:

• A simple and engaging way to use points
• Clear understanding of prize value
• Fast, low-friction interaction flows

I worked across the full product lifecycle:

• Early concept development and brainstorming
• Wireframing and interactive prototyping in Figma
• Front-end development using Vue 3
• API integration and contribution to backend structure
• Collaboration with designers, backend developers, QA, and stakeholders
• Development of an admin system to track ticket sales and engagement

A key part of my role was translating unclear stakeholder ideas into structured, testable product decisions.

A major challenge in this project was the lack of a fixed product direction at the start. Instead, the product evolved through weekly stakeholder discussions.

To manage this, I introduced a structured iteration process:

• Weekly reviews with stakeholders to refine ideas
• Research into competitor patterns and UX platforms (e.g. Mobbin)
• Rapid creation of multiple design options per problem
• Clear presentation of trade-offs to support decision-making

This ensured steady progress despite evolving requirements and shifting expectations.

The Problem

There was initial uncertainty around whether users should:

• Log in before interacting with the platform
• Or only at the point of purchase

Requiring login upfront introduced friction:

• Users couldn’t explore the product freely
• Drop-off risk increased before value was understood

The Solution

I proposed a flow that:

• Allowed users to browse prizes and select tickets without logging in
• Introduced login/signup only at the checkout stage

This approach aligned with common e-commerce patterns and reduced unnecessary barriers early in the journey.

Impact:

• Lower friction for new users
• Increased engagement before commitment
• More natural progression into account creation and payment

To design the ticket selection experience, I analysed competitor platforms and adapted a model that balanced simplicity, flexibility, and scalability.

I then worked closely with backend developers to integrate this into the CMS, allowing the marketing team to:

• Create and manage competitions
• Configure ticket structures
• Update content without developer support

This ensured the platform could evolve quickly post-launch.

Trust was a key consideration due to the nature of prize-based competition platforms.

The design reinforced credibility through:

• Clear and structured prize presentation
• Secure payment options including PayPal, Apple Pay, and cards
• Strong alignment with established Rewards4Group platforms

This helped ensure the product felt legitimate, reliable, and professionally operated.

The platform was successfully launched as part of the Rewards4Group ecosystem.

Key outcomes:

• Introduced a new revenue stream for the business
• Increased opportunities for user engagement with loyalty points
• Established a scalable competition platform within the ecosystem

In addition, I developed an admin system that allowed the team to:

• Track ticket sales
• Monitor user participation
• Gain visibility into platform performance