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Lines – Gamification & Rewards

Cover of Lines with a smartphone displaying a menstrual tracking app with calendar views and insights about the user's cycle phases. Background is purple.

Lines App needed to improve the user experience across two high-engagement sections: Gifts and Lucky Lines. These features were key to the app’s loyalty and engagement strategies, but users were struggling to navigate them effectively. Progress tracking felt confusing, and redeeming rewards wasn’t intuitive enough to encourage frequent use.

By integrating a new Instant Win mechanic and redesigning both sections based on a pre-existing design system, I created a more fluid, rewarding, and engaging experience — with minimal, targeted changes directly implemented in-app.

My role & resposabilities

UX/UI Designer, working within a small cross-functional team of 2 UX/UI Designers (myself included), 1 Digital Strategist, Team of Developers and a Project Manager.

I was responsible for:

Analyzing usability issues in the existing flows
Designing and directly implementing all UI/UX improvements in-app
Creating reward card structures for the Gifts section
Designing the Instant Win flow and mechanics
Testing and prototyping key interactions
Handing off specs to development and ensuring QA
Aligning design updates with the existing design system

All improvements were scoped and shipped as modular, high-impact enhancements — fully embedded within the app infrastructure.

The Challenge

The core issue revolved around poor usability and low perceived value. Users had difficulty navigating through rewards, often abandoning the redemption flow before completing it. Progress was either hard to track or misunderstood altogether, and there was no real incentive to come back regularly.

The lack of immediate feedback and rewards made the experience feel static — especially when compared to competing apps with built-in gamification. To create stickiness and improve user retention, the app needed a clear, fast, and motivating system to engage users without overwhelming them.

The Challenge

Four smartphone screens display an app interface for menstrual tracking, discounts on Oral-B products, and reward options like gift cards.

Objective

Improve redemption flows, introduce game mechanics, and create a more intuitive and satisfying experience for reward-based engagement.

Objective

Three smartphones display a mobile app featuring promotions and rewards for Lines and Oral-B products, with various missions and discounts.

Solution

Gifts Section

I reworked the card layout to focus on clarity and ease of interaction. The updated design emphasizes hierarchy, visual accessibility, and responsive behavior to make reward exploration and redemption much faster and more satisfying.

Lucky Lines

I introduced an Instant Win system allowing users to exchange collected coins for scratch cards (tickets), with three tiers of risk and reward. Each ticket provides immediate feedback, creating a quick loop of action and reward. This lightweight gamification layer adds excitement and purpose to everyday interactions.

Solution

Key Features

Gifts

Optimized card layout
Clear call-to-action hierarchy
Visual prioritization of active rewards

Key Features

Three mobile screens displaying a promotional offer for up to €200 discount on Oral-B products, with instructions and a congratulatory message.

Lucky Lines

Instant Win scratch cards
Fixed prize pools per ticket
Three ticket types with risk/reward scaling
Real-time results after each play
Smooth transitions across interaction points

Three smartphone screens displaying a prize game app: current rewards, a slot machine game, and a winning notification with instructions.

Results

This project reinforced the power of UX thinking in complex operational systems. I focused on designing for scalability, simplicity, and multi-role access — key to evolving into a broader company-wide management tool.