A new gamified feature for Hulu that rewards users with digital photocards for watching content and completing challenges

ROLE

Visual Designer
Interaction Designer
UI Designer

TIMELINE

3 weeks, Nov - Dec 2024

TYPE

Academic Project

TOOLS

Figma
Rive
Photoshop

Project Overview

The My Card Collection feature is a gamified content engagement system designed to enhance user interaction with Hulu. By rewarding users with exclusive digital photocards for completing challenges, watching key episodes, or unlocking milestones, this feature aims to increase retention and encourage content discovery. Cards are ranked by rarity—Normal, Rare, Super Rare, and Limited Edition—making the collection experience both rewarding and exciting. Users can track their progress, share their achievements, and dive deeper into Hulu’s expansive library of shows and movies.

With so many streaming services and endless content choices, users feel overwhelmed and struggle to make a decision.

Scroll and scroll...

After finishing a series, users often have nothing else to watch— there’s nothing else that sparks your interest. You scroll, and scroll, but every title just doesn’t seem to hold your attention.

Without motivation to continue exploring, users jump to other platforms, chasing the next thing that grabs their attention.

THE CHALLENGE

How can we rekindle that spark of excitement?

goals 🎯

Drive higher levels of engagement by encouraging users to spend more time on the platform, exploring content beyond their initial interests.

Encourage users to explore and watch content from a variety of genres, boosting content diversity and reducing the likelihood of users finishing a series and abandoning the platform.

Strengthen user loyalty by creating an ongoing reason to return to Hulu, helping to reduce churn and increase long-term retention.

INTRODUCING

HULU DIGITAL

PHOTOCARD

What is it?

A gamified system that rewards users with exclusive digital photocards for completing challenges, watching key episodes, and discovering new content.

This feature is designed to make users feel recognized for their engagement and encourage them to continue exploring Hulu’s diverse library.

Features

How does it work?

Unlocking card

Watch content to unlock cards based on viewing milestones.

Complete challenges

Complete challenges to earn rewards and unlock cards tied to specific goals.

Track progress

Users earn badges for completing major milestones.

Share achievements

Once a user unlocks a card, they can easily share their achievements on social media.

How to unlock the card?

The cards can be unlocked through various activities tied to their viewing habits and engagement with Hulu’s content.

The cards

Milestone Achieved

Complete Milestones

Users unlock cards after reaching certain milestones, such as completing a season, watching a full series, or finishing a specific storyline arc.

Watch-Based Challenges

Unlock basic cards by simply watching episodes or completing a series.

Watch & Unlock

Special Challenges

Participate in limited-time events. These cards are unlocked only during the challenge period and often require users to watch specific content within a short timeframe.

Limited-Time

01

This section presents the design systems encompassing typography and color schemes, UI components, and a high-fidelity prototype.

Explore hulu
brand guideline

Visual Variations

To ensure the main dashboard delivered both visual impact and clarity, I experimented with multiple layout compositions and design directions. Each variation was created to highlight the most visually stunning presentation while effectively communicating the core value of the new feature.

Prototype enhancement

To enhance the visual hierarchy and emphasize exclusivity, I refined the card design by updating the core color. The highest-rank card (S-tier) was changed to Hulu’s signature green, making it stand out and reinforcing its premium status.

Impact

This project aims to increase 30-day user retention by 10–15% by giving users an ongoing reason to return. Through regularly refreshed challenges and the excitement of unlocking new digital cards, the feature builds a habit loop that keeps users engaged with Hulu’s platform over time.

This project reminded me how powerful design can be when it taps into emotion and motivation. Balancing visual delight with user clarity was a real challenge—but also the most rewarding part. I’d love to keep exploring how gamification and fandom can shape more meaningful digital experiences.