DAILY CATCH is a habit-forming daily login system that rewards players with currency, items, and boosts; packaged as a satisfying, stamp-able punch card.
Feature
Project
Gold Fish Casino Slots
Timeline
6 weeks
Tools
Adobe Illustrator
Adobe Photoshop
Figma
Blender
Problem
The Gold Fish Direct-to-Consumer (DTC) web store had lower player trust and engagement compared to the in-app store, limiting its adoption rate. Players were hesitant to visit or transact on the web, deterring first-time conversion and long-term retention. The challenge was to encourage repeat interaction and trust with the established DTC web store in a way that felt rewarding, low-friction, and aligned with Gold Fish’s whimsical brand.
Solution
Design a feature with a daily login reward system for the DTC web store that grants players a free, randomized gift (currency, items, boosts) each day. Framed as a collectible, punch card-inspired ritual, the feature turns routine logins into moments of anticipation and delight - balancing instant gratification with a progression path toward a grand reward.
The punch card system quietly shifts DTC visits from being a hesitant purchase decision to a no-risk, habit-forming daily ritual.
Role
Lead UI/UX Designer - responsible for the end-to-end design of the features within the team - wireframing, branding, and final asset hand-off. I collaborated with Leadership, Product, Engineering, and QA teams to concept, iterate, and refine the feature.
PROCESS
01
02
03
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User flows & Wireframes
01
To kick off the design process, I drew a detailed user flow that outlined how players could interact with the Daily Catch feature across various states per the product spec. This ensured I captured all necessary key moments and screens before moving into wireframing. It also allowed me to preemptively notice points that could become moments of delight. I then cross-checked the flow against the engineering team’s flow diagram from their technical design document to align on the exact interactions I would be designing towards.
Initial Flows
KEY SCREENS & Components
Calendar Drawer (Main Screen)
Claimed (inactive, collapsed) and unclaimed (active, open) states. Clear status messaging (“Collect your Daily Catch” and countdown timer) to remove ambiguity
Timer, body copy, CTA button, currency icon, and calendar in a legible, at-a-glance layout
Copy to inform user when next reward is available to avoid confusion around eligibility
Progress/Milestones with clear visuals to show short and long-term rewards
Landscape and portrait mode support
Branding
Multi-currency layout (if grand chest is redeemable)
Seamless Web-to-App messaging and CTA
Branding
Reward Claim Popup (Modal)
Error Message Popup (Modal)
CTA button to help user navigate back to store to alleviate friction and resume normal gameplay
Branding
Final USER FLow
Low-fidelity wireframes to explore flow, noting crucial touch points, and optimizing for portrait mode. The design uses a bottom-drawer interaction modeled after an existing, well-understood pattern found in other parts of the Goldfish ecosystem. Space has been allocated for a countdown timer and accompanying body copy to clearly communicate when the next reward is available.
LOW FIDELITY WIREFRAMES
High fidelity mockups with some placeholder containers replaced with brand assets from existing component libraries, along with exploratory punch card theming and stamp motifs.
HIGH FIDELITY WIREFRAMES
EARLY CONCEPTS
02
Feedback & Iterations
Illustrator artboards showing evolution to final comps
Reward Progression Unclear
• Players had difficulty distinguishing between:
- claimed days
- the current day claimable state
- future unclaimed state
- final reward claimed state
• The gold fish stamp felt similar across states, reducing clarity between “earned” vs “available.”
• Addressing the “Wait, did I already get today’s reward?”
Key ISSUES
Changes came from cycles of iterations that were shown to the team until all key issues were adequately resolved.
Key CHANGES
Reward Progression Clear ✅
• Clarified current, claimed, and unclaimed states using consistent iconography, color, and familiar interaction patterns from existing features. i.e, same alert and completion check icons
• Added a minimal empty bucket icon to represent the “to be claimed” state; low contrast to stamp over and to indicate future reward
• Created a custom state for final day reward collection to emulate the paper, stationery feel of the punch card
Rebalanced Messaging ✅
• Explored multiple layouts and aligned on one to prioritize today’s reward and primary CTA for clear, at-a-glance information.
• Established a clearer vertical reading flow:
Title → Progress → Reward → CTA with the punch card acting as a visual break from text elements. Messaging banner became the by line of the the feature logo
• Green CTA button has been placed at the bottom left to punctuate the feature as the final step. CTA text has been updated from “Claim” to “Free Gift” to ultimately, “FREE"!”
Poor Readability
• The countdown timer lacked sufficient contrast against the purple of the reward bar
• Large reward values (8,888,888,888) felt visually heavy but not necessarily readable
• The relationship between the timer and the reward wasn’t immediately clear
• In the claimed state, the green check and the actual claimed reward value are competing
Enhanced Readability ✅
• Updated colors to meet contrast standards and increased number and currency icon sizes to improve readability
• Adjusted layout and integrated timer and messaging into reward bar so they feel visually connected
• Reduced visual dominance of the completion checkmark in the fully claimed state to still emphasize the claimed reward value
FEEDBACK
Feedback from weekly design reviews and team playtests highlighted several areas where the user experience could be sharpened
Competing Heirarchy
• Competing heirarchy since there are several text elements:
- Reward bar claimed days
- Messaging banner
- Timer
- Punch card
• The messaging banner sometimes competed with the punch card rather than supporting it
• The reward bar visually felt separate from the punch card grid, weakening the connection between daily action and reward outcome.
Layout and reward claim state iterations
Explorations of inactive reward bar states
FINAL Designs
03
Playthrough on portrait mode
Hero imagery created in a multi-step process using Blender, Photoshop, and Illustrator.
In-app reward popup matching existing game currency bar, branded with the Daily Catch logo
LIVE OPS Collateral
04
Custom live ops assets to be surfaced at launch to introduce the feature to players seamlessly in-game, Collaboration with Devin Lawson, art manager
