Role
Lead Product Design
Project
Rewards Hub
Services
User Research
Design Strategy
Product Design
Intro
{Intro}
As CoinDCX scaled, new users entered the world of crypto trading. Beyond trading, we saw an opportunity to delight them with rewards, small nudges to engage, deposit, and trade. But scattered tasks often went unnoticed, leaving value untapped. We needed a single hub to make rewards easy to discover, track, and claim.
Where we started
Problem statement
Although rewards were offered, they lacked visibility and structure. Users didn’t know what was available, felt disengaged during onboarding, and missed chances to claim value.
Why is this a problem ?
Before Rewards Hub, rewards and campaigns were fragmented across different flows. Users often missed out on incentives, felt disengaged during onboarding, and lacked visibility on what they had earned. This caused friction, lower participation, and untapped growth opportunities.
Summary
%%Missed opportunities - %% revenue uplift through targeted engagement.
%%Lower conversions - %% as rewards weren’t tied to clear user actions.
%%Limited new acquisitions - %% since campaigns weren’t shareable or gamified.
Opportunities
We needed a one-stop platform where users could discover, participate, and claim rewards seamlessly while also making the system flexible enough for the business to experiment and drive measurable impact.
so What
do we need
to do
Laying the Foundation
User research & insights
We decided to focus on the below targets based on what we learnt from our findings
Summary
%%78% %% of new users said they were more likely to stay engaged if rewards were clearly visible in one place.
%%65% %% of users missed out on earlier campaigns due to scattered entry points across the app.
%%41% %% of spot traders wanted milestone-based rewards tied to their trading journey.
%%55% %% of users said gamified incentives like Mystery Boxes would motivate them to deposit or trade more.
Competitive Analysis
We studied platforms like Binance, KuCoin, and Upstox, where rewards were limited to short-term campaigns or buried in promotions. Our approach was different—an always-on, in-app Reward Hub integrated into onboarding and trading. This gave CoinDCX a first-mover edge in India, making rewards, milestones, and gamification part of the core trading experience.
Setting out to solve
For Users - A gamified journey
The Rewards Hub became a central destination where users could see all tasks and rewards at a glance.
Milestones & Tasks
Rewards linked to trading volumes, deposits, or token-specific buy/sell actions
Reward Types
From USDT / INR payouts to airdrops and Mystery Boxes, balancing certainty with surprise
Transparency
Users could track progress, see locked/unlocked balances, and instantly claim earned rewards
For Business - Flexibility & Control
Behind the scenes, Rewards Hub offered flexibility to design campaigns at scale.
Cohort-based Targeting
Tasks tailored to user groups via IRC. Campaigns could unlock tasks or Mystery Boxes
Locked / Unlocked Rewards
From USDT / INR payouts to airdrops and Mystery Boxes, balancing certainty with surprise
Configurable Dashboard
Admins could design, launch, and track reward campaigns seamlessly.
evolving
the vision
Version 2
Positioning strategy
As adoption grew, we layered in gamification and behavioural triggers to deepen engagement
FOMO & Motivation
Dynamic prompts like “You’re one step away from your next Mystery Box challenge”.
Social & Virality
Shareable achievements turned rewards into recognition moments.
Progressive Loops
Levels, trackers, and drop-off recovery flows kept users motivated to complete tasks.
since
launch
The Outcome
Overall results Post Launch
+$
300
K
A $300K monthly revenue uplift (V1 + V2).
+$
30
K
CRO uplift through better conversion.
+$
25
K
From new acquisitions, boosted by gamification.
Conclusion
We learned that rewards drive adoption only when tied to clear user actions, and gamification through Mystery Boxes, levels, and trackers creates repeat engagement loops. Equally, visibility across the app proved as important as the rewards themselves. By centralizing incentives, Reward Hub transformed fragmented campaigns into a structured, gamified system—delighting users while becoming a growth engine for CoinDCX, driving revenue, conversions, and acquisitions.
