UIN
Engagement for any product.
Overview
UIN was a B2B platform that allowed fintechs and financial institutions to integrate gamification mechanics — missions, rewards, digital goods — directly into their products, without building the infrastructure themselves.
I was the designer responsible for the full product: UX strategy, backoffice flows, end-user screens, and direct collaboration with the product, front-end, and back-end teams.
Problem
While working on n1u, a fintech wallet built for gamers, something became clear: users responded to reward logic and gaming visual language in ways traditional financial products couldn't replicate. But building that experience by hand inside each product doesn't scale. What if any fintech could offer that experience without developing it from scratch?
That created a design problem with two simultaneous, opposing fronts: the admin needs an operational tool, fast, frictionless, no-code. The end-user needs an experience that feels like gaming, not banking. Neither can be sacrificed for the other.
Early research: value proposition canvas, personas, and business model canvas used to frame the design problem.
Design Process
The first input was everything learned from n1u — what hooked users, what confused them, what someone from the gaming world expects when interacting with a financial app.
I benchmarked references like Nubank, Mercado Puntos, and B2B engagement platforms to understand which mechanics had real traction — not just visually, but functionally.
I mapped both user journeys separately because their logic is fundamentally different. The admin: create, configure, publish, monitor. The end-user: discover, participate, earn, redeem. Decoupled technically, cohesive in experience.
I worked in short cycles with the team: lo-fi to align flows with product, internal validation, hi-fi in parallel with dev. Documented specs in Confluence to reduce dependency on constant back-and-forth conversations.
Benchmark of gamification mechanics across reference apps.
Gamification workshop results: impact/effort prioritization and early screens for missions, profile, and payment confirmation.
Design Philosophy
Whether you're designing the system behind the scenes or the experience users actually feel, both have to be fluid and intuitive.
Solution & Results
I led the design of three B2B products, end to end from discovery through MVP: Gaming Hub, an API-integrated platform letting fintechs offer discovery and redemption of digital goods. GET (Gamification Engine Technology), the engine behind missions, streaks, and rewards — the step-by-step flow where admins define the trigger action, choose the reward, configure conditions, and publish, no code, no dev dependency for every mission. Tokenized Loyalty, a virtual-currency loyalty system letting users earn and redeem tokens across the ecosystem. Each product paired an operational, no-code admin backoffice with an end-user experience that feels like gaming, not banking.
The entire system designed as white-label: each client customizes their identity without touching the core.
The admin catalog flow, end to end: login, dashboard, digital goods list, and item detail.
On the end-user side: the reward for completing a challenge, with gaming visual language.
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