Spin the Wheel
Gamification engine to drive user engagement and conversion
Role
Product Analytics
0 → 1 experiment
Type
Gamification
Engagement loop
Users
PCJ Fantasy Users
Mid-to-high freq.
Target
+5% CJPU
Achieved +4% CJPU
The Problem
Fantasy gaming users were dropping off after initial contest joins, eroding engagement and leaving share of wallet on the table for competitors.
Target Users
Key Insight
Two behavioral gaps were driving drop-off:
⏳ Delayed Gratification
Rewards came too late in the journey — users lost motivation before seeing value
👁️ Low Reward Visibility
Users didn't clearly understand what they could win — reducing incentive to act
Solution: Spin the Wheel
A gamified reward system embedded directly in the contest journey — rewarding users instantly for the actions that matter most.
Core Mechanics
Milestone-Based Spins
Users unlock spins based on contest joins (PCJ milestones) — more joins = more spins
Instant Reward Reveal
Rewards are revealed through a satisfying wheel interaction before round lock
Cohort-Based Unlock Logic
Spin eligibility varies by historical contest behavior with a personalized progression system
Continuous Engagement Loop
Designed to drive repeated behavior within the same session — more joins → more spins
Key Features
Gamified Reward Loop
8-spoke wheel with aspirational rewards (car, iPhone), discount passes, cashback, and 'Better luck next time' outcomes
Instant Gratification
Users receive rewards before round lock — immediate feedback loop triggered right after contest join
Cohort-Based Unlock
Spin eligibility personalized based on historical contest behavior and a tiered progression system
Smart UI Triggers
Floating Action Button (FAB) with progress indicators (e.g., 2/3 contests) and dynamic CTA: 'Join more' → 'Open'
Experimentation & Metrics
Primary Metric
PCJ (Paid Contest Joins)
Target: ~5% uplift
Secondary Metrics
- Spin engagement rate
- Repeat contest joins per user
- Reward redemption rate
- Session depth
My Role
Product Analytics — collaborated closely with Product & Design throughout.
User Cohorts & Thresholds
Defined cohort logic and unlock thresholds for spin eligibility
Reward Distribution Logic
Shaped reward mix and distribution rules balancing aspiration vs. feasibility
Experiment Design
Supported hypothesis framing and metric definition (PCJ, engagement loops)
Drop-off Analysis
Identified drop-offs in the reward journey and gaps in the existing DreamBox system
Measurement & Tracking
Contributed to event tracking setup and experiment measurement framework
Key Product Decisions
Reward Timing
Introduced pre-round lock rewards to reduce delay and increase motivation at the highest-intent moment
Progressive Unlock System
Spins tied to incremental PCJ behavior — each additional contest join earns more spins, driving repeated action
Reward Mix Design
Balanced high-aspiration prizes (cars, iPhone) with frequent low-value rewards to maintain excitement and feasibility
Non-Intrusive UX
No forced popups — user chooses to engage with the wheel, preserving the core contest experience
Challenges
Outcome
+4%
CJPU uplift
vs. +5% target
+120%
Experiment ROI
Overall experiment level
+18%
DAU increase
Daily active users
Key Learnings
Gamification works best when tied to core user actions — not surface-level rewards disconnected from behavior
Instant gratification significantly improves engagement — the shorter the feedback loop, the stronger the habit
Visibility of rewards is as important as the reward itself — users need to clearly see what they're playing for