02 — Case study
Bylukz
A daily reason to come back.
Scratch & Win - a gamified rewards loop for an Indian shopping app, designed so the rewards feel genuinely trustworthy in a market that has seen every trick.
The problem
A shopping app has a quiet-day problem. People open it when they need something, check out, and disappear until the next purchase. Between orders, engagement falls off a cliff.
Bylukz wanted a rewards loop to close that gap. Three things made it difficult: there was no daily hook, coins and points usually read as Monopoly money, and - the hardest one - "Win a Samsung Galaxy" is exactly the kind of promise that makes shoppers suspicious. In a market full of fake-reward schemes, if it looks shady it kills the feature and dents the brand.
How we got here
I didn't start in Figma. I started with three uncomfortable questions.
What actually makes someone come back tomorrow? Not points - anticipation. A scratch card works because you don't know the result until you act. That gap between tap and reveal is the whole thing.
How do we make winning feel real without overpromising? Two honest tiers: coins that are common, small, and spendable inside Bylukz; and real products that are rare and high-value. Coins keep the everyday loop alive, the big prize gives it a ceiling worth chasing.
How do we kill the scam feeling? That was the hardest part. Trust is designed, not claimed.
The solution
- 01A calm intro screen sets expectations before any pressure - one clear button: Start Scratching
- 02The reveal is the hero moment: a coin win, a product win, or a gentle better luck next time
- 03Wins collect in a Winning Cards wallet you can revisit - nothing disappears
- 04Redemption is concrete: prize details, delivery location, Redeem Now - treated like a real order
- 05Rules, coin balance, and history stay reachable - nothing about the game hides from the user
Decisions that mattered
- 01The reveal beats the reward - most of the effort went into the moment right after the tap
- 02Honesty as a feature, not fine print: visible rules and a real wallet are design decisions
- 03Coins are spendable inside Bylukz, so the game feeds the core business instead of sitting beside it
- 04Restraint on the losing screen - no dark patterns nudging one-more-try
Where it stands
Scratch & Win was designed as Bylukz's first real retention loop - a feature built to be opened on a day you weren't shopping. The honest next step is measurement: daily return rate, how many players convert a coin balance into a purchase, and whether the big-prize ceiling actually drives the habit or just decorates it.
If I revisit it, I'd watch one number above the rest: do people come back the next day.