Case Study · Growth ~9 min read · 8 chapters

Jackpot · Driving Digital Product Growth with Data

The Science of Scalability & Data-Driven Design

+0% Lift Average Purchase Value

Drag to compare V1 (legacy) vs V3 (optimized)

Following the MVP launch, I pivoted the design strategy toward Data-Informed Growth. As lead designer on the Growth squad, I translated quantitative insights from Tableau and Google Analytics into high-impact UI interventions, turning Jackpot from a static marketplace into a high-conversion, revenue-generating ecosystem.

The Conversion Engine: Redesigned the core purchase flow, driving a 40% increase in APV through strategic upselling and a simplified checkout UX.
Funnel Optimization: Used behavioral analytics to expose a 50% drop-off in KYC; reduced onboarding drop-off by 45% via progressive disclosure, ID scanning, and address auto-search.
Retention Systems: Designed the "Jackpot Club" loyalty features, lifting weekly active users through gamified rewards.
Agile Iteration: Championed an A/B testing culture, shepherding 15+ growth experiments through the design-to-development pipeline in 6 months.

Role: Founding Product Designer · Growth
Date: OCT 2022 — AUG 2025
Platforms: Desktop Website Mobile Website Android iOS
Toolkit: Figma · Framer · Notion Tableau · Google Analytics

Overview

From MVP to revenue leader

After the 0-to-1 launch, the question changed from "does this work?" to "how fast can it grow?" The Growth phase ran on three pillars, onboarding trust, revenue per session, and retention loops, each anchored to a metric a hiring manager would recognize.

−45% KYC Drop-off Reduced through progressive disclosure + ID scanning.

+40% Average Purchase Value Quick Pick redesign + post-purchase cross-sell.

1st Industry-First Loyalty The first loyalty system built native to the platform, real-time, cross-surface, no third-party layer.

The Funnel

Frictionless Onboarding

KYC + Trust. Recovered users we were losing in identity verification.

Revenue Optimization

Quick Pick evolution + post-purchase cross-sell. Pulled APV up by 40%.

The Ecosystem

Retention & Loyalty

Jackpot Club tiers + streaks. Turned one-and-done players into a community.

The Acquisition Loop

Refer-a-Friend Ecosystem · turns recipients into senders, closing the funnel back at the top.

The Funnel

Stabilizing onboarding and revenue before scaling the loop.

Before any retention or referral system can compound, the funnel itself has to convert. Frictionless Onboarding closes the biggest leak, KYC drop-off, and Revenue Optimization raises the ceiling on every session that converts. Together, they stabilize the funnel that the Ecosystem pillars then turn into a self-sustaining lifecycle.

Frictionless Onboarding · KYC & Trust

Frictionless onboarding for the user we kept losing.

A 50% drop-off in identity verification was the single biggest leak in the funnel, and it hit the 21–29 cohort hardest, since their recently issued IDs didn't carry the credential history our manual checks needed. The form felt "too legal," and most never made it to their first purchase.

−45% Onboarding drop-off Versus the legacy KYC flow.

40 → 70 CSAT Customer satisfaction post-redesign.

−50% Manual entry errors Address Auto Search + ID scanning.

V3 age verification · success path with ID scan

V3 home address auto-search · autocomplete in action

V3 edge-case · sticky header disabled, suggestions and Verify age CTA both visible

V1 age verification · dead-end exit screen

V1 edge-case · address suggestions overlay clipping the Verify age CTA

The Design Intervention

Result

45% reduction in onboarding drop-off and a CSAT lift from 40 → 70. The KYC step stopped being a leak and started reading as part of the brand.

Revenue Optimization · APV & Cross-Sell

From single-ticket to higher-value sessions.

Post-launch data showed users were buying one Quick Pick ticket and leaving. The original 4-button game screen had no headroom to encourage larger transactions or cross-sell opportunities, so APV was capped by the layout itself, and native apps and web were missing the prompts that could nudge users toward buying more.

+40% Average Purchase Value Two months post-rollout.

+60% Cross-sell lift Post-purchase tray attach rate.

3 A/B iterations To land the 6-button Quick Pick layout.

V3 game screen · 6-button Quick Pick ladder + Play for the week toggle

V3 Play for the week · toggle enabled with multi-draw flow

V3 post-purchase · dedicated cross-sell page with collab slot

V1 game screen · 4-button Quick Pick capped at $20

V1 single-ticket flow · no multi-draw option

V1 post-purchase · terminal Thank You with no forward path

The Design Intervention

Result

+40% Average Purchase Value and a +60% cross-sell lift in the first two months, without raising acquisition spend.

The Ecosystem

Beyond the funnel, the systems that close the loop.

With onboarding and revenue stabilized, the next two pillars stop optimizing single sessions and start building systems. Retention & Loyalty pulls users back daily; the Acquisition Loop turns those returning users into the next cohort's acquisition channel. Together, they reframe Jackpot from a funnel into a self-sustaining lifecycle — every recipient eventually becomes a sender.

Retention & Loyalty · Platform Migration

Funneling web accrual into native APV.

The ecosystem operates as a directional funnel: the intake mouth is wide and web-first to capture broad interest, while the exit is narrow and native to drive high-LTV app adoption. Below the sitemap, we zoom in on the four hero screens, the critical architectural pillars that facilitate this migration from browser to biometric login.

Phase 01

Universal Accrual

Web · Mobile Web

Wealth gets built on the lowest-friction surfaces first. Web, mobile web, and desktop quietly stack points behind every transaction, as every channel that lowers cost-of-entry counts. The funnel's mouth is wide, ensuring the points feed never stops.

Email + Web sign-up
SMS + browser tracking
Cross-device reconciliation

Phase 02

Platform Envy

Web · Locked Reward

Web shows you the prize you can't take home. Reward badges glow gold and premium tiers flash open, but the redeem button is quietly gated behind "Open in app." This asymmetry is intentional, as the value clock starts ticking the moment a user spots what they could have.

Premium-only badges
Gold-tier locked rewards
"Open in app" CTA gating

Phase 03

Seamless Migration

Web → Native

Deferred deep-linking carries identity across the platform gap. The first native open lands the user inside the exact reward they were promised on web, with no re-auth, no points lost, and no "look around for it" tax. The bridge feels invisible because every byte of state already crossed it.

Deferred deep-link
Single-tap install + open
Reward unlocks on first launch

Phase 04

The High-LTV Destination

Native · Reward Vault

Native is the engine room. Item Redemption, the Points Vault, and push-notified reward drops compound APV against the user's dwell time. Once the loyalty flywheel spins inside the app, web becomes the permanent feeder, never the destination.

Native onboarding
The Points Vault
Item Redemption · Push drops

Retention & Loyalty · Loyalty Ecosystem

One engine. Three surfaces. One loyalty story.

The Jackpot Club runs as a single ecosystem across Native, M-Web, and Desktop, but each surface plays a different role. Native is the engine where points earn, vault, and redeem. M-Web is the migration prompt that funnels high-intent users into the app. Desktop is the broad-funnel intake that captures and converts new members.

1st Industry-First Loyalty The first loyalty system built native to the platform, real-time, cross-surface, no third-party layer.

3 Tiers · Bronze · Gold · Platinum A visible ladder built for aspiration, not just accumulation.

↑ WAU Weekly Active Users Climb projected after the Jackpot Club launch. (Result from user testing.)

Native · 4 Beats

01 Frictionless Enrollment

Maximize funnel conversion by minimizing initial friction and prioritizing "Time to Value."

An onboarding experience driven by interactive motion design that guides users toward immediate utility. To support deeper mastery, a persistent How It Works module is anchored within the loyalty hub for easy, self-paced education.

THE ENGINE · NATIVE

02 The Points Vault

Elevate the perceived value of loyalty currency through a premium, exclusive marketplace.

A dedicated, native-only hub that centralizes the rewards experience. By offering a curated mix of digital assets and physical merchandise, the "Vault" transforms points into a high-utility asset for long-term retention.

THE VAULT · NATIVE

03 Hybrid Redemption

Boost APV by connecting point balances to high-ticket rewards.

A streamlined redemption path featuring a 1-tap checkout. Users can easily bridge the gap between their current earnings and "Free Draw" entries, ensuring a frictionless transition from browsing to conversion.

THE REDEMPTION · NATIVE

04 The Retention Loop

Transition from high-cost external marketing to a low-cost, high-permission native re-engagement strategy.

A dual-layered retention system combining gamified challenges, such as login streaks and referral bonuses, with targeted system triggers. By leveraging native push notifications and post-purchase toast prompts, the flow builds organic habituation and rewards long-term user loyalty.

THE RETENTION · NATIVE

M-Web · 2 Beats

01 The Conversion Hook

Drive high-LTV acquisition by strategically gating native enrollment within a broad web funnel.

A device-aware QR engine and a four-point value carousel, leveraging psychological drivers to move users beyond simple financial incentives. This multi-surface approach ensures a seamless transition from mobile web to native app, prioritizing long-term user quality.

THE INTAKE · WEB

02 Platform Synergy + Strategic Friction

Build user wealth through platform-agnostic accrual while strategically migrating high-intent shoppers into a more retentive native environment.

A "Read Only" interactive dashboard that visualizes progress across all surfaces, utilizing "Platform Envy" and milestone-based "Reward Threshold" visualizations to transform the mobile browser into a migration catalyst. By allowing cross-device tracking but gating the final redemption experience, the system incentivizes users to transition into the native app at their moment of highest intent.

THE INTAKE · WEB

Desktop · 3 Beats

01 The Conversion Hook

Drive high-LTV acquisition by strategically gating native enrollment within a broad web funnel.

A device-aware QR engine and a four-point value carousel, leveraging psychological drivers to move users beyond simple financial incentives. This multi-surface approach ensures a seamless transition from mobile web to native app, prioritizing long-term user quality.

THE INTAKE · WEB

02 Platform Synergy + Strategic Friction

Build user wealth through platform-agnostic accrual while strategically migrating high-intent shoppers into a more retentive native environment.

A "Read Only" interactive dashboard that visualizes progress across all surfaces, utilizing "Platform Envy" and milestone-based "Reward Threshold" visualizations to transform the mobile browser into a migration catalyst. By allowing cross-device tracking but gating the final redemption experience, the system incentivizes users to transition into the native app at their moment of highest intent.

THE INTAKE · WEB

03 The Retention Loop

Close the loop through multi-channel automated triggers, celebrating status changes and stabilizing long-term retention.

Automated "Reward Unlocked" emails and post-checkout banners that reinforce the user's new status, creating a feedback loop that pulls them back into the native "Vault." This system ensures every transaction or milestone acts as a re-acquisition trigger, maintaining high engagement without manual intervention.

THE INTAKE · WEB

Acquisition Loop · The Friend Referral Ecosystem

Closing the funnel: turning every recipient into a sender.

Loyalty solved retention. Referral solves compounding. Deferred deep-linking carries the recipient's reward across the install gap, so the first native open lands them inside the promised state, and the recipient becomes the next sender.

4 Phases End-to-End Initiation → Bridge → Onboarding → Loop closure.

Self-Sustaining Lifecycle Phase 04 feeds Phase 01, each recipient becomes the next sender.

↓ CPA Lowest acquisition cost Refer-a-Friend posted the lowest cost-per-acquisition of any channel marketing was running, the loop pays for itself.

Phase 01

Referral Initiation

Sender · Native App

Access Referral Hub User navigates to the Refer a Friend section within the native app.
Select Sharing Channel User chooses a preferred distribution method (SMS, Social, Direct Link, or One-Click SNS Story Share).
Dynamic Link Generation System generates a unique, attributed deep link to track conversion metrics and calculate CPA.
Invitation Dispatched The personalized referral link is sent to the recipient via the chosen platform.

Phase 02

The Recipient Bridge

Recipient · Web → Native

Inbound Notification Recipient receives the invitation with a clear CTA and a personalized message.
Deep Link Engagement Recipient clicks the link, triggering the attribution handshake.
Smart Landing Page Recipient lands on an SEO-optimized mobile web "bridge" page that reinforces the value proposition (e.g. "Free game ticket"). Optimized 'Path to App' Conversion
App Store Handoff Recipient taps "Claim My Free Ticket" and is redirected to the platform-specific App Store.

Phase 03

Ecosystem Onboarding

Recipient · Native App

Installation & First Open Recipient downloads and launches the app for the first time.
Deferred Deep Link Recognition System identifies the recipient via deferred deep linking, automatically applying the referral code.
Contextual Onboarding Recipient experiences a streamlined signup / funding flow with the referral incentive pre-applied.
Milestone Completion Recipient completes the qualifying action (e.g. first purchase or deposit) to unlock the reward.

Phase 04

Rewards & Loop Closure

Sender + Recipient

Reward Fulfillment The system credits the referral bonus to the recipient's account instantly.
Referrer Re-engagement The original sender receives a push / email confirming the successful referral and reward availability.
Referral Analytics (V2) Senders can view their "Referral Dashboard" to track successful invites and lifetime earnings.
The Viral Loop The recipient transitions into a sender, initiating Phase 01 for their own network. Loop reinforced ↺

Process

The power of iteration.

Most of the wins in this case study came from version 2 or 3, not version 1. The Quick Pick layout went through three iterations with A/B testing layered across each, balancing button surface area against selection quantity until V3 landed on the 6-button configuration that won on both speed-to-checkout and APV. The post-purchase cross-sell moved from a horizontal tray (V2) to a dedicated vertical page (V3) once the data showed the success message and the offer were fighting for the same attention. The Refer-a-Friend dashboard with milestone event didn't ship until V2, after the core loop proved out. Each iteration was a hypothesis that survived contact with users.

15+ Growth experiments Shipped through the design-to-dev pipeline in 6 months.

3 Cross-functional partners Head of Payments, Lead Data Analysts, Engineering.

Daily Data review cadence Tableau + GA, watched in real time, not in retro.

The Result

From 0-to-1 to revenue leader.

By prioritizing data over assumptions, the work moved Jackpot from an early-stage MVP into a validated, revenue-generating leader in the digital lottery space. The funnel stopped leaking. The session stopped capping. The ecosystem started compounding. Across six months and 15+ growth experiments shipped through the design-to-dev pipeline, every pillar earned its place by surviving contact with real users, and the metrics ratified the bet.

The most beautiful UI is the one that solves a business problem while keeping user trust intact.

Future Vision

Next step: hyper-personalization.

As the platform matures, the next frontier is hyper-personalization, using AI-driven insights to predict user preferences and surface games based on historical play patterns and regional trends. The roadmap is mapped out, and I'll be driving Jackpot's personalization layer alongside the Lead Data Analyst.

The goal: a bespoke gaming experience that feels native to each user, not configured for them.