Desejo Ourocard | Prize reservation flow
Mission
Improve the user experience of the Desejo Ourocard gamified platform — a partnership between Dotz and Banco do Brasil — where users complete monthly goals to earn prizes.
The main objective was to increase conversion rates in prize reservations and reduce user confusion and complaints throughout the journey.
My Contribution
As the Product Designer responsible for the redesign of the reservation and tracking experience, leading the end-to-end process.
My main contributions included:
Analyzing user feedback and complaints collected via Reclame Aqui (a Brazilian consumer complaint platform).
Mapping the full user journey, from goal visualization to final prize redemption.
Redesigning the core flows for History, Reservation, and Home.
Benchmarking gamified platforms to identify better ways to display progress and engagement.
Defining tracking events to measure conversion and identify future improvement opportunities.
Results
+15% increase in prize reservation conversion after release.
Zero complaints on Reclame Aqui and internal business channels.
Clearer understanding of progress, challenges, and reserved prizes among users.
A more intuitive and engaging gamified experience, boosting user motivation.
Company
Dotz
Type
Product Design
Year
2022
Process
The starting point came from multiple complaints on Reclame Aqui, where users reported:
Difficulty understanding how close they were to reaching their goals.
Errors or confusion during prize redemption after completing challenges.
Unclear information about reserved prizes and pending challenges.
Working with the business team and the PO, I analyzed detailed reports and identified three main issues:
Confusing information layout on both the History and Home pages.
A long, cluttered list of prizes displayed all at once.
Lack of notifications and guidance reminding users to make reservations before month-end.
To address this, I mapped the entire user journey, from viewing monthly goals to final prize selection, identifying where users dropped off or failed to complete reservations.
Outcome
The redesign focused on three main areas:
1. New History Flow
The History page was restructured to clearly show:
Goal progress and challenge completion status.
Reserved prizes by category (Bronze, Silver, and Gold Lamps).
Monthly performance summary, including what was missing to achieve higher goals.
2. New Reservation Flow
A mandatory reminder modal was introduced to prompt users to reserve a prize before viewing their full history.
The redesigned flow allowed users to:
Reserve one prize per Lamp through shorter, clearer steps.
Change a reservation at any time during the month without restarting the process.
Receive a confirmation modal at the end of the journey before returning to the main screen.
3. New Home Dashboard Visualization
After benchmarking gamified platforms, I designed three new dashboard cards for the logged-in home screen:
Overall goal status and current progress.
Completed and pending challenges for each goal.
Reserved prizes and remaining steps to reach the next level.
All new flows were tracked via Google Analytics and monitored for several weeks post-launch.
Results showed a significant improvement in user understanding, a 15% rise in reservations, and the complete elimination of customer complaints regarding the prize flow.
