Next Wave Campaign
Tools
Figma
Deliverables
Web & Mobile App
UI/UX Design
Gamification
Involvement
Wireframing & Prototyping
Industry
Blockchain
The Next Wave was Binance’s global campaign offering users a chance to win a Lamborghini Urus by completing Futures tasks to earn tickets for predicting the next day’s top-gaining crypto. Correct predictions earned random golden letters, and collecting all letters to spell 'LAMBOURUS' qualified users for the lucky draw. As Lead Product Designer, I crafted the end-to-end user experience across web and mobile.
Goals
- Create an engaging campaign experience that converts new users.
- Integrate gamification and rewards mechanics while maintaining compliance and brand integrity.
My Contributions
- UX Strategy: Defined user journeys for new and returning users across different campaign entry points.
- User Interface: Developed a design system extension specifically for campaign visuals, ensuring consistency and scalability.
- Collaboration: Worked closely with stakeholder, product, and engineering teams to align on scope, assets, and timelines.
- Gamification Design: Designed the mission system, send and receive letters feature, and rewards claiming experience to increase retention and completion rates.
The Results
- Onboarded 47,000+ new traders
- Increased active traders by 33.4%Boosted trading volume by 14.02%
Takeaways
I gained valuable experience in designing reward-based engagement flows that felt motivating rather than manipulative. Gamification only works when users feel in control—and that became a key design principle for this product.
Step 1: Complete Task to earn tickets
Step 2: Use tickets to predict next day's top crypto gainers
Step 3: Collect all Letters to win a Lambo
