Overview
Rhino Nation was a major initiative to drive user engagement. The project introduced a gamified system where users could earn real-world rewards and exclusive perks for completing specific actions.
As a product designer working in collaboration with another designer, my primary focus was on the user's first experience: designing the onboarding flow to access the feature via NFT minting. I was also responsible for creating a leaderboard and a widget to track progress, missions, and perks.
This project was crucial for moving beyond basic platform usage and fostering a more active, loyal community.
Problem
Our community was active, but lacked a system to truly reward user loyalty. The core challenge was to design a compelling, gamified experience that went beyond simple points, offering real, tangible value to incentivise deeper engagement and give users a compelling reason to stay with the platform.
Solution
We created Rhino Nation, a gamified feature that introduced a clear incentive model.
My work focused on creating an exciting onboarding, as well as a widget and a leaderboard to track progress.
By transforming platform engagement into a rewarding game, the solution empowered users and established a clear path to earning tangible rewards.
Designing for a Rewarding User Experience
The final design was centred on a gamified experience created to drive user engagement and reward loyal users. From the first interaction, the objective was to raise awareness that our program offered tangible rewards, distinguishing us from competitors' point-based systems, without distracting users from their primary tasks on the platform.
01
Onboarding: Your Pass to Rhino Nation
The onboarding flow was a key part of the user journey. To get access to the new ecosystem, users had to mint an NFT, and in doing so, existing loyal users received points retroactively.
I designed a dedicated landing page and a step-by-step modal to simplify this process. This approach provided full transparency on how the point system works—from earning new points to spending them to claim rewards—converting curious users into active participants.
02
A widget for Progress
To give users an easy way to check their progress without constant page-switching, I designed a compact, at-a-glance widget. This widget served as the user's personal hub, clearly displaying their accrued points, progress toward the next mission, and upcoming perks. This immediate feedback was a key gamification element, designed to motivate users and keep them engaged with the ecosystem.
03
The Leaderboard: Fostering Friendly Competition
To drive long-term engagement, I created a dynamic leaderboard that displayed top-performing users. The design focused on clarity and a sense of accomplishment, encouraging friendly competition and reinforcing a sense of community. The leaderboard served as a public space to recognise and reward the most dedicated members.
Converting Engagement into Tangible Value
The new ecosystem saw strong user adoption, with many community members minting the NFT to gain access. This led to a significant increase in user engagement and overall platform activity, as users embraced the gamified experience and claimed numerous rewards. Ultimately, the project validated our approach and fostered a more loyal and active community.
25.8k
Users minted the NFT to gain access to the new ecosystem.
396k
Missions were completed, indicating a high level of sustained engagement.
7.876
Rewards were claimed, validating the value of the reward system and its ability to drive loyalty.
Learnings
Aligning marketing, product, and gamification goals within an ambitious timeline was a key challenge.
Effective communication and shared documentation were crucial for a cohesive user experience.
Applying game principles proved a highly effective way to drive user engagement.