Lucky Draw

Background

The 1 wanted to increase campaign conversion and encourage users to spend more during key promotional periods. However, many users did not feel motivated by traditional point-earning methods and often missed opportunities to participate in campaigns or increase their chances of winning rewards.

To address this, The 1 introduced Lucky Draw, a gamified mechanic where users earn ballots and spin for prizes. This approach creates a sense of anticipation, motivation, and “fun chance” that encourages users to take action. Designed to work across multiple campaigns and brands, Lucky Draw needed to be scalable, easy to understand, and engaging enough to bring users back to the app more often.

Competitor Analysis

• Coupons-as-tickets (low excitement)

  • Most competitors label entries as “coupons” instead of showing real ballots/tickets.

• Instant-open mechanics (high excitement)

  • Apps that let users redeem and open a reward immediately create a sense of anticipation and control

  • Make users excited and more willing to collect or redeem more to gain additional ballots

Key Takeaway

• Make entries visible and countable

• Show Do X → Get Y ballot

Design challenge

• Motivate user to redeem more points/spend more to increase their chances

• Increase their chances of winning
= total number of ballots/tickets earned