Loyalty Campaign
Loyalty Campaign
OXXO is a Mexican convenience store, and OXXO Premia is their loyalty program. OXXO Premia partnered with the Tecate Pa’l Norte music festival to promote their involvement through a loyalty campaign. As part of the digital touchpoints, I designed a mini-game flow for their loyalty program.
OXXO is a Mexican convenience store, and OXXO Premia is their loyalty program. OXXO Premia partnered with the Tecate Pa’l Norte music festival to promote their involvement through a loyalty campaign. As part of the digital touchpoints, I designed a mini-game flow for their loyalty program.
My Role
UX / UI Designer
UX / UI Designer
Client
OXXO, OXXO Premia through Icemobile.
OXXO, OXXO Premia through Icemobile.
Project Name
Designing a mini-game flow for loyalty program.
Designing a mini-game flow for loyalty program.
The brief
The brief
Through the OXXO Premia and Tecate Pa’l Norte campaign, OXXO Premia users had the opportunity to earn two 100x2 festival tickets. OXXO aimed to distribute these tickets through their existing loyalty program.
From a business perspective, OXXO sought to drive user engagement and boost sales through the game, in addition to distributing the tickets.
I was responsible for designing the mini-game flow and creating the visual design, using the campaign and brand materials to align with OXXO's identity and goals.
Through the OXXO Premia and Tecate Pa’l Norte campaign, OXXO Premia users had the opportunity to earn two 100x2 festival tickets. OXXO aimed to distribute these tickets through their existing loyalty program.
From a business perspective, OXXO sought to drive user engagement and boost sales through the game, in addition to distributing the tickets.
I was responsible for designing the mini-game flow and creating the visual design, using the campaign and brand materials to align with OXXO's identity and goals.
The Mini-game Logic
The Mini-game Logic
Since Tecate Pa’l Norte was a music festival, I (and together with the rest of the team) ensured the mini-game was music-themed. We decided to create a rhythm challenge with varying difficulty levels—easy, medium, and hard. The difficulty would adjust based on the selected song, with changes in speed and the number of buttons to press.
Each user is entitled to five free plays per day, and additional plays can be earned through loyalty mechanics.
These mechanics involve both offline and online missions, aimed at increasing basket size and driving user engagement.
A leaderboard and winners’ page will display the top 100 players, who will qualify for festival tickets, further incentivizing participation.
Since Tecate Pa’l Norte was a music festival, I (and together with the rest of the team) ensured the mini-game was music-themed. We decided to create a rhythm challenge with varying difficulty levels—easy, medium, and hard. The difficulty would adjust based on the selected song, with changes in speed and the number of buttons to press.
Each user is entitled to five free plays per day, and additional plays can be earned through loyalty mechanics.
These mechanics involve both offline and online missions, aimed at increasing basket size and driving user engagement.
A leaderboard and winners’ page will display the top 100 players, who will qualify for festival tickets, further incentivizing participation.
Design Library
Design Library
I built a design library for the components used within the flow and visual design. Given the number of pages and the scope of the campaign, a comprehensive design library—including design tokens and an auto-layout component library—was essential to design the screens and hand them over to Frontend development.
The library included various visual elements such as colors, font styles, components, buttons, controllers, and more.
View design library
View design library
View design library
Implementation Notes
Implementation Notes
OXXO Premia is a native app, but the campaigns and mini-games are implemented as PWAs (Progressive Web Apps).
The game was developed by an external partner in the Netherlands.
Implementation Notes
OXXO Premia is a native app, but the campaigns and mini-games are implemented as PWAs (Progressive Web Apps).
The game was developed by an external partner in the Netherlands.
Key Screens
Key Screens
