nda case — visuals are illustrative, the live ui is hidden
scope of work
Year in Review turns a user’s annual activity into a personal event: type, statistics, badges, progress, goals and a quiz. It shifts betting communication from transactions toward retention and brand connection, creating a personal-summary format for the category.
The product evolved from a 2024 email test to a 2025 event story for a wider audience and a 2026 production module. I shaped the concept, MENA research, type and card models, omnichannel flow, festive UI, motion and sharing system.
product solutions
A personal story moves from address and statistics to achievements, type and next-year goals. The summary works as a complete product moment, not a campaign report.
Ethical design avoids loss pressure, income comparison and risk prompts. The experience uses positive reinforcement and reflection, creating a safer basis for sharing in MENA.
The model pairs one primary type with one secondary across emotion, strategy, entertainment and exploration. This gives users a more credible reflection and supports relevant cross-category prompts.
1xBet Club provides a protected setting for sharing. Research showed that a soft approach and closed environment can support sharing and brand connection without the social risk of a public feed.
A tone adapted from the Aviasales code makes the user the story’s hero and the brand a companion, moving communication away from a purely transactional register.
Five levels use six activity signals, including long-term participation. This prevents one-off spikes from defining status while making progress more meaningful.
Each achievement becomes a shareable card designed for its social format and understandable without extra context, supporting private-circle sharing in MENA.
Future work includes mid-season summaries, an AI assistant for next-year goals and regional branches for new licensed MENA markets.
stages of work
2024 — validation on a narrow segment
The 2024 team tested the idea with an in-house email, personal statistics and messaging for a narrow audience. The hypothesis outperformed baseline email metrics, but the first version lacked storytelling and sharing motivation.
2025 — scaling to a large audience
In 2025, market and MENA research informed a broader launch. The product became a personal story with the paired-type model, Club, ethical design, levels and sharing cards, supported by an analyst, frontend developer, motion designer and internal team.
2026 — production handoff
In 2026, the validated product moved toward a standard module with card, type, level, flow, Club and motion documentation. I lead decisions, adaptations and implementation reviews as it prepares for the core 1xBet flow.
