Overview

Hey Banco wanted to encourage key financial behaviors — adding money to an account, referring friends, creating a card for minors, and using a credit card. The project came in as an open-ended business requirement with no defined shape, so a big part of my work was structuring it from scratch.

What I designed

A monthly gamification loop: users earned Hey Coins by completing actions in the app, which translated into digital scratch tickets for a chance to win real prizes — cash rewards or physical products like an Apple Watch Ultra. I designed the full flow: the entry point in the home screen, all states of the scratch ticket (locked, available, in play, prize revealed), result screens, and contextual messaging based on each user's progress.

Technical complexity

One of the biggest challenges was cross-team coordination. The app developers had to work closely with Unity developers to make the scratch ticket experience feel seamless within Hey Banco. This required careful handoff documentation and detailed behavior specs to keep the experience coherent across both systems.

Validation

We ran user testing to make sure the mechanic was intuitive and the flow was clear. After launch, we used customer listening reports to identify real friction points and iterated post-release. Because the concept was new enough to need explanation, the team also created educational videos on social media to support adoption.

Takeaway

This project taught me to work confidently in ambiguity, taking a vague brief, giving it structure, and keeping the experience consistent across multiple technical teams and communication channels.