Candy Digital

Leading the customer engagement design for community features, gamification campaigns, and customer loyalty programs on a web3 platform.

Role

Lead Product Designer

Timeline

2021 - 2023

Duties

UX Design • Workshop Facilitation • Design Systems • User Research • Design Strategy

Candy is a web3 digital collectible company with a mission to change how fans and collectors engage with their favorite sports, music, art, and cultural icons. I was a founding team member that contributed to building the foundation for design systems and processes.

In my primary role as Lead Product Designer for engagement initiatives, I led the end-to-end process of keeping customers motivated to grow their collection.

My design work consistently boosted campaign session times, resulting in quarterly sales growth of up to 27%.

Candy Challenges

Keeping users engaged and motivated to collect

Candy Challenges are timed activities that allow users to gamify their MLB ICON collection and earn exclusive rewards. My designs would launch this long awaited feature for Candy’s passionate customers.

This endeavor had 3 critical objectives:
- Increase MLB user sessions by at least 20%;
- Surpass current sales metrics in all markets;
- Create a scalable UX flow template for any future implementations.

I began by interpreting the PM's requirements document to draft comprehensive user flows, encompassing every significant user touchpoint. This initial draft was presented early to both the project manager and the engineering lead to ensure product alignment and to proactively identify any logic gaps.

I introduced new Figma components to the global design system with customizable properties that saved time and ensured consistency for other designers.

All designs are responsive and scalable to perform in a mobile format.

I created many iterations of the Challenge card that would leverage different formats, visual assets, and UI stats based on evolving product direction.

My design flow simplified the process of point tallying so users could receive their rewards with ease.

Results

- Increased MLB sessions from 20% to 39% during the Challenge timeline.

- Increased primary and secondary market sales by 27% in the quarter.

- Established UX framework and template in Figma for further challenge variants, which saved  time and resources when introducing this flow to Candy's Nascar partnership.

Candy League

Designing a rewards program for diehard fans

Candy League is the long awaited customer loyalty program. It allows the Candy community to track their collection value across Challenge campaigns and alerts them on timed exclusives, and community leaderboards.

I utilized customer research and feedback on what stats were most vital during Challenge campaigns and created a flexible modular widget that effectively presents the most essential data.

Responsive desktop view

Responsive mobile view

Results

Average spend for challenge participants increased by 31% during its first month and 19% of paying customers engaged to reached their first reward tier.

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© 2026 Ted Chang
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