DESIGN
CONTEXT
Users split spending, limiting our share of wallet.
Users split their spending across multiple platforms, limiting FanDuel’s revenue potential. Without a strong loyalty program, even active users lack a reason to stay exclusive. We need a program that rewards their play and makes them feel valued, encouraging them to choose FanDuel first.
33%
FanDuel Casino players play elsewhere
4
Different casino app accounts on average
1 in 5
VIPs plays exclusively with FanDuel
HOW MIGHT WE
Design a loyalty program that values users’ play, rewarding them in a way that deepens their connection to FanDuel and encourages them to choose us as their #1 platform?
01
TRANSPARENCY
From the start, users feel rewards are random and unclear. One customer said:
“I never know what I’m working toward or how my loyalty is measured.” This confusion undermines trust and engagement.“
02
RECIPROCITY
Users felt their time and spending went unnoticed. Without meaningful acknowledgment, users felt invisible, making it hard to build loyalty or a sense of connection to the platform.
“I spend a lot, but it feels like it just vanishes—no recognition, no value. I want to feel like every dollar I put in actually counts for something.“
03
VISIBILITY
Users struggled to track or see their earned rewards. Without a clear, dedicated space to view their rewards, users couldn’t feel appreciated or understand the value of their loyalty, further weakening their connection to the platform.
“I can’t even find a place that shows me the rewards I’ve earned—how am I supposed to feel valued?“
RESEARCH
Translate Business Facts to User Problems.
"Users feel UNDERVALUED"
Through surveys and moderated research, we uncovered a key insight: users split their spending across platforms because they feel undervalued. Digging deeper, we identified 3 critical points in the user journey where they expressed feeling underappreciated or treated poorly:
A Loyalty Program That Truly Values Users
The FanDuel Casino Rewards Club was designed to address the 3 key pain points: transparency, reciprocity, and visibility. By introducing a clear rewards structure, recognizing every dollar spent, and offering a dedicated space to track rewards, we’ve created a program that makes users feel valued. This bridges the emotional gap and drives them to choose FanDuel as their #1 platform.
TRANSPARENCY
TRANSPARENCY
The Program Detail Page
The detail page was designed to visually showcase program rules, rewards, tier benefits, and thresholds in an intuitive way. By presenting this information clearly and engagingly, we increased transparency, helping users understand exactly how their loyalty is measured and rewarded. This approach builds trust and ensures users feel informed and valued.
TRANSPARENCY
The Experiential Onboarding Experience
For first-time users, I created a carefully designed animated onboarding experience to explain how the program works in an engaging way. The process was broken down into three simple steps: Collect Points, Unlock Levels, and Enjoy Rewards. This approach not only makes the program easy to understand but also sets the tone for a transparent and rewarding journey, ensuring users feel confident and excited from the start.
FANDUEL CASINO REWARDS CLUB
The FanDuel Casino Rewards Club is FanDuel’s first-ever loyalty program at FanDuel, designed from the ground up to deepen user engagement in a competitive market. By focusing on generosity and personalized rewards, it bridges the emotional gap, making users feel valued while driving greater loyalty and share of wallet.
Employer
FANDUEL Inc.
Year
2024-2025
My Role
Senior Product Designer
Team
2 User Researchers
3 Product Managers
10+ Engineers
Tools
Figma
Adobe Creative Suite
Overview
In a competitive market, many users, including VIPs, weren’t exclusive to FanDuel. To stand out, we need a loyalty program designed to make users feel valued, strengthen their connection to the brand, and earn their loyalty. Launched in Q2 2024, it’s our way of bridging the gap.
Design Challenge
The challenge was designing a loyalty program that drives users to spend more with FanDuel. In a crowded market, we needed to create a program that felt rewarding and personal, making users feel valued while encouraging them to choose FanDuel as their go-to platform.
Business Goal
Increase customer Share of Wallet