DC Universe Rewards
Project:
Blockchain-Based Loyalty Platform
Role:
Interaction Strategy & Information Architecture
Context
DC Entertainment partnered with a blockchain provider to design a digital loyalty ecosystem aimed at increasing user retention and engagement across content channels.
The system allowed registered users to earn and redeem points (tokens) for digital interactions, while personalizing their dashboard experience.
The Strategic Challenge
Design a loyalty program experience from scratch that:
Integrated blockchain logic
Supported gamified engagement
Enabled personalization
Maintained clarity across categories
Scaled structurally without increasing friction
The core challenge was structural clarity, not just visual complexity.
My Contribution
I led the structural foundation of the experience:
Benchmark research and competitive analysis
Sitemap design and information architecture
User flow definition
Low- and high-fidelity wireframes
Interaction patterns for personalized dashboards
Reward categorization logic using card-based carousels
Stakeholder presentations in Washington
My role focused on enabling clarity early, allowing visual design and development to move forward without friction.
Strategic Decisions
Introduced categorized reward cards to simplify multi-channel engagement.
Structured personalization without increasing cognitive load.
Translated blockchain complexity into accessible flows.
Established IA priorities to balance gamification and usability.
Outcome
The platform launched for registered users.
The structural groundwork enabled efficient progression into visual design and front-end development, reducing ambiguity during early stages.