Avatar Frames: turning cosmetic rewards into visible identity
How I validated a new progression system with a live event before committing engineering, and how it became a permanent feature.
MY ROLE
Product, UX & UI lead, from concept to launch
TEAM
Illustration, animation, tech art, engineering, GameOps, analytics
TIMELINE
[Validation event 2018 → permanent launch 2019]
PLATFORM
Mobile social casino · [iOS / Android / Web]
player avatar frames
THE PROBLEM
While players spin together in slot games, they have no way to express their personality, showcase their achievements, or communicate their status.
This led me to explore a question: Would players be interested in displaying visible status symbols within the game?
WHAT I DID
Designed a limited-time, 7-day event where players could earn a series of progressive collectibles that showcased their status and achievements throughout the event. Led the event from concept to delivery, collaborating with cross-functional teams to implement, balance, and optimize the experience while measuring player engagement.
Collect. Progress. Display.
Designed and launched a collectible avatar frame system that transformed cosmetic rewards into social status mechanics.
My Role
I led Product, UX, and UI design for Avatar Frames, taking the feature from early concept and validation through design, implementation, and launch.
Defined the product vision, player value proposition, and success metrics
Designed the core experience, user flows, progression system, and reward structure
Created wireframes, prototypes, and final UI, evolving the experience from concept through implementation
Authored the feature one-pager and product specifications, aligning design, product, engineering, and GameOps around the experience
Designed the initial GameOps validation event, using player behavior and results to inform the permanent feature
Established the visual language and UI system for Avatar Frames, directing concept art and ensuring the system could scale across future content
Partnered with illustration, animation and tech art to design unlock moments and translate the experience into the shipped game
Presented the product strategy, experience vision, and rollout plan to leadership and cross-functional stakeholders
Feature Overview
To introduce self-expression and social status into Big Fish Casino and Jackpot Magic Slots, I led the development of a cosmetic system that allowed players to unlock and equip Player Avatar Frames through gameplay. In highly social casino environments, these frames functioned as visible achievement markers, rewarding progression while reinforcing table presence and player identity.
Before committing to a permanent feature, I designed and art directed a monthly GameOps event to validate player demand for cosmetics. Each event tied new, themed frames to the latest slot content and used a tiered progression model, starting with easily attainable rewards and scaling to high-prestige frames that required deeper engagement. Top-tier frames also granted social bonuses to other players at the table, strengthening their impact on multiplayer interaction.
The promotion activated automatically when players entered a qualifying slot and progressed based on bet level and play activity. Frame unlocks were celebrated through character-driven animations to amplify the reward moment and increase perceived value.
The initial Dragon-themed launch featured six progressively un-lockable frames and served as a live test of:
player engagement and session depth
social behavior at the tables
willingness to invest time and currency in cosmetic progression
The feature exceeded expectations in its LiveOps test phase and was ultimately developed into a permanent system, now live as Treasures, establishing a scalable foundation for cosmetic-driven retention and monetization.
Post-launch, I partnered with Data Analytics to evaluate feature performance and player response, using those insights to inform long-term product direction.
UX wireframes
THE OUTCOME
Launched the event in Big Fish Casino, iterating within days based on player engagement, before rolling it out to Jackpot Magic Slots a month later. Building on its success, we introduced monthly promotions, eventually evolving the concept into a permanent in-game feature called Treasures.
Disclaimer: These wireframes are independent recreations created for portfolio and illustrative purposes using Figma and Figma Make. They are not original Product Madness assets.
UX FLOW MAP and PROtOtyPE
Disclaimer: The prototype is an independent recreation created for portfolio and illustrative purposes using Figma and Figma Make. They are not original Product Madness assets.
UI Screens
TECH SHEET
Disclaimer: This UI Tech Sheet was independently created using Figma Make for portfolio and illustrative purposes and is not an original Product Madness asset.
player avatar frames
Collect. Progress. Display.
Designed and launched a collectible avatar frame system that transformed cosmetic rewards into social status mechanics.
My Role
I led Product, UX, and UI design for Avatar Frames, taking the feature from early concept and validation through design, implementation, and launch.
Defined the product vision, player value proposition, and success metrics
Designed the core experience, user flows, progression system, and reward structure
Created wireframes, prototypes, and final UI, evolving the experience from concept through implementation
Authored the feature one-pager and product specifications, aligning design, product, engineering, and GameOps around the experience
Designed the initial GameOps validation event, using player behavior and results to inform the permanent feature
Established the visual language and UI system for Avatar Frames, directing concept art and ensuring the system could scale across future content
Partnered with illustration, animation and tech art to design unlock moments and translate the experience into the shipped game
Presented the product strategy, experience vision, and rollout plan to leadership and cross-functional stakeholders
Feature Overview
To introduce self-expression and social status into Big Fish Casino and Jackpot Magic Slots, I led the development of a cosmetic system that allowed players to unlock and equip Player Avatar Frames through gameplay. In highly social casino environments, these frames functioned as visible achievement markers, rewarding progression while reinforcing table presence and player identity.
Before committing to a permanent feature, I designed and art directed a monthly GameOps event to validate player demand for cosmetics. Each event tied new, themed frames to the latest slot content and used a tiered progression model, starting with easily attainable rewards and scaling to high-prestige frames that required deeper engagement. Top-tier frames also granted social bonuses to other players at the table, strengthening their impact on multiplayer interaction.
The promotion activated automatically when players entered a qualifying slot and progressed based on bet level and play activity. Frame unlocks were celebrated through character-driven animations to amplify the reward moment and increase perceived value.
The initial Dragon-themed launch featured six progressively un-lockable frames and served as a live test of:
player engagement and session depth
social behavior at the tables
willingness to invest time and currency in cosmetic progression
The feature exceeded expectations in its LiveOps test phase and was ultimately developed into a permanent system, now live as Treasures, establishing a scalable foundation for cosmetic-driven retention and monetization.
Post-launch, I partnered with Data Analytics to evaluate feature performance and player response, using those insights to inform long-term product direction.
UX wireframes
Disclaimer: These wireframes are independent recreations created for portfolio and illustrative purposes using Figma and Figma Make. They are not original Product Madness assets.
UX FLOW MAP and PROtOtyPE
Disclaimer: The prototype is an independent recreation created for portfolio and illustrative purposes using Figma and Figma Make. They are not original Product Madness assets.
UI Screens
TECH SHEET
Disclaimer: This UI Tech Sheet was independently created using Figma Make for portfolio and illustrative purposes and is not an original Product Madness asset.
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