Mystery Box Gamification

• Drive users to consistently check their email for offers from our partners.

• Users often reviewed offers when first subscribing, then fell off when the offers were not relevant or compelling enough.
• We could not control every partner offer, but we could change how those offers were framed.

What if we reframed partner offers as a secret daily mystery gift?

Designed and developed experimental templates with multi-tap spinners and mystery boxes, then tested them against traditional templates.

How to incentivize users to consistently open their email for partner offers?

The mystery-box template was a major success, producing up to 300% higher open rates and 30% higher overall lifetime value.

• Users gravitated toward simple, fun designs.
• Requiring multiple taps to reveal mystery boxes primed users to click more often.