NAV Holiday Rush

Trivia Game

Product Design, Responsive Design,
UX Design, UI Design, Visual Design,

Moosylvania + New Amsterdam Vodka

NAV Holiday Game was an interactive digital experience designed to increase user engagement during the holiday season. The goal was to transform a traditional marketing campaign into a playful, interactive product that encourages repeat visits and deeper user interaction.

Role: Senior Product Designer, end-to-end ownership.

Partnered with: Engineering, QA, Content, Accessibility

Led: UX strategy, workflow redesign, specs

Scope: End-to-end product design, UX strategy, workflow restructuring, specs, prototyping, research synthesis

Timeline: 3 Months

Tools: Invision, Sketch, Rapid Prototyping

The Problem

The campaign needed to:

  • Drive repeat monthly engagement, not just one-time visits

  • Capture user information for ongoing communication

  • Balance brand expression with a clear, usable game experience

  • Navigate age-gated compliance without creating drop-off

Without a structured system, users would:

  • Miss the game window

  • Lack incentive to return

  • Drop off before engaging

Design an interactive experience that:

  • Increase monthly return rate

  • Encourage real-time participation

  • Capture email / SMS opt-ins

  • Create a repeatable engagement system for future campaigns

Goal

1. Concept Exploration

Explored ways to turn passive content into an interactive experience.
Focused on gamification as a way to:

  • Increase engagement

  • Create delight

  • Encourage repeat visits

2. Interaction Design

Designed a game-based experience that:

  • Is intuitive from first interaction

  • Requires minimal instruction

  • Rewards continued engagement

Focused on:

  • Clear feedback loops

  • Simple, responsive controls

  • Progressive interaction

3. Visual & Motion System

Developed a cohesive visual system aligned with the holiday theme:

  • Playful, seasonal UI elements

  • Motion to guide interaction and reinforce feedback

  • Consistent design patterns across screens

4. Prototyping & Iteration

Created interactive prototypes to:

  • Test usability and flow

  • Refine interaction patterns

  • Ensure smooth user experience across devices

Worked closely with developers to:

  • Align on feasibility

  • Ensure accurate implementation

Approach

User Flow

How The Flow Works

01

Entry → Reduce
Drop-off

  • Age gate designed to be quick, minimal, and non-intrusive

  • Maintains compliance without disrupting momentum

    Kept the interface visually lightweight to avoid feeling like a barrier

02

Retention Loop → Capture Long-Term Value


  • Introduced notification sign-up flow

  • Positioned after emotional moments (win / loss)

Why this works:

  • Users are most likely to convert when:

    • They just missed out

    • Or nearly won

This turns a one-time experience into a repeat engagement system

03

Gameplay → Core Experience

  • Designed a fast-paced question interface

  • Clear hierarchy:

    • Question

    • Answer choices

    • Time constraint

  • Minimized cognitive load to support quick decision-making

  • Balanced speed vs readability under time pressure

  • Ensured consistent layout for repeatability across questions

04

  • Introduced countdown states before game launch

  • Reinforces urgency and creates a time-based return behavior


    Users are more likely to return when there is a clear start time + scarcity

2. Pre-Game → Build Anticipation

05

Outcome States → Reinforce Engagement

Instead of a single result, I designed multiple outcome scenarios:

  • Win → reward + next step

  • Almost → encouragement to retry

  • Loss → soften failure + maintain engagement

💡 Key idea:
Every outcome keeps the user in the loop—no dead end

Designing for behavior, not just visuals

  • Used time constraints to increase urgency

  • Designed monthly cadence to build habit loops

  • Created multiple emotional outcomes to sustain engagement

  • Balanced brand voice with usability clarity

Managing friction vs compliance

  • Age gate required—but minimized its impact

  • Focused on speed + clarity to prevent early drop-off

System over screens

This wasn’t a single flow—it was a repeatable engagement system:

  • Scalable for future campaigns

  • Adaptable for different content

  • Designed to continuously bring users back

Design Thinking

I structured the experience as a behavioral loop, not just a one-time interaction:

1. Reduce friction → Get users in quickly

2. Build anticipation → Encourage return visits

3. Deliver engagement → Simple, fast gameplay

4. Reinforce outcomes → Keep users motivated

5. Capture intent → Convert to long-term engagement

While metrics were not directly tracked, the system was designed to:

  • Increase user return behavior through time-based engagement

  • Improve conversion through well-timed sign-up prompts

  • Establish a scalable campaign framework for recurring activations

Impact

Add progress indicators during gameplay

  • Introduce leaderboards or social sharing for competition

  • Personalize reminders based on past performance

  • Track drop-off points to optimize funnel performance

Improvements

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