Gamifying OXXO GAS:
Driving Participation with Golden Boxes

Gamifying OXXO GAS:
Driving Participation with Golden Boxes

At Spin Premia, I collaborated with the product team to turn OXXO GAS raffles into a gamified rewards experience. The team identified low transparency and undelivered prizes as major pain points, and together we ideated Golden Boxes as an instant rewards mechanic.

My role was to develop the flows, prototypes, and animations, applying gamification principles and user-centered design. In just four months, the initiative grew from 113 to over 51K users, significantly increasing participation and user trust.

At Spin Premia, I collaborated with the product team to turn OXXO GAS raffles into a gamified rewards experience. The team identified low transparency and undelivered prizes as major pain points, and together we ideated Golden Boxes as an instant rewards mechanic.

My role was to develop the flows, prototypes, and animations, applying gamification principles and user-centered design. In just four months, the initiative grew from 113 to over 51K users, significantly increasing participation and user trust.

At Spin Premia, I collaborated with the product team to turn OXXO GAS raffles into a gamified rewards experience. The team identified low transparency and undelivered prizes as major pain points, and together we ideated Golden Boxes as an instant rewards mechanic.

My role was to develop the flows, prototypes, and animations, applying gamification principles and user-centered design. In just four months, the initiative grew from 113 to over 51K users, significantly increasing participation and user trust.

Context

Spin Premia is OXXO’s super app, the technological backbone of its loyalty program. It allows users to earn and redeem points while accessing services like money transfers, bill payments, and mobile recharges.

In January 2024, the OXXO GAS section was launched, quickly becoming the second most important section of the app (only after OXXO). That year, OXXO GAS reached 331K unique users and over 622K total visits.

Industry

Loyalty, rewards

Role

Product Designer

Project type

Mobile App
Feature Design
Mobile App Feature Design

Timeline

Q3, Q4 2024

Spin Premia app and
access to OXXO GAS section

Spin Premia app and
access to OXXO GAS section

Spin Premia app and
access to OXXO GAS section

The challenge

OXXO GAS campaigns relied on raffles that:

  • Required users to register receipts and wait weeks for results.
  • Generated low trust and left up to 30% of prizes undistributed.

This limited participation and damaged transparency.

Objectives

  • Ensure instant and reliable prize delivery.
  • Increase user participation through gamification.
  • Build trust in OXXO GAS promotions.

Take a breath

Process

Process

1

Discovery

We analyzed user behavior and existing campaigns, complemented with a benchmark of gamification mechanics (loot boxes, surprise reveals). Insights showed that users expected instant gratification.

Discovery

We analyzed user behavior and existing campaigns, complemented with a benchmark of gamification mechanics (loot boxes, surprise reveals). Insights showed that users expected instant gratification.

Discovery

We analyzed user behavior and existing campaigns, complemented with a benchmark of gamification mechanics (loot boxes, surprise reveals). Insights showed that users expected instant gratification.

2

Exploration & Design
Based on these insights, I explored multiple reward formats — from envelopes to boxes — and validated that boxes created a stronger perception of value and excitement. I designed user flows that emphasized immediacy (fuel → box → reward), and prototypes that balanced clarity with delight. Animations were added to reinforce the anticipation of opening a box and uncovering the prize.

Exploration & Design
Based on these insights, I explored multiple reward formats — from envelopes to boxes — and validated that boxes created a stronger perception of value and excitement. I designed user flows that emphasized immediacy (fuel → box → reward), and prototypes that balanced clarity with delight. Animations were added to reinforce the anticipation of opening a box and uncovering the prize.

Exploration & Design
Based on these insights, I explored multiple reward formats — from envelopes to boxes — and validated that boxes created a stronger perception of value and excitement. I designed user flows that emphasized immediacy (fuel → box → reward), and prototypes that balanced clarity with delight. Animations were added to reinforce the anticipation of opening a box and uncovering the prize.

3

Iteration & Collaboration

  • Added a daily opening limit to prevent overuse while keeping the mechanic fun.

  • Worked with Legal to integrate visible prize lists into the UI.

  • Collaborated with Marketing to align how the feature was communicated in-app.

  • Partnered with Engineering to deliver animations and specs ready for implementation.

  • In December, we iterated on visibility by adding a direct Spin Premia shortcut on the Golden Boxes home, improving discoverability.

Solution

We introduced an instant reward mechanic linked to fuel purchases:

  • For every $650 MXN, users received a surprise box.
  • Boxes could be empty, contain a regular prize, or reveal the Golden Box with the grand prize.

We introduced an instant reward mechanic linked to fuel purchases:

  • For every $650 MXN, users received a surprise box.

  • Boxes could be empty, contain a regular prize, or reveal the Golden Box with the grand prize.

Highlights

Building trust through transparency — prize lists are visible at all times.

Easy access: switch between unopened boxes and your won prizes with a single tap.

Impact

Golden Boxes transformed raffles into an instant rewards experience that built trust and excitement. In just four months, participation grew from 113 to 51K users, while OXXO GAS visits increased by +180%, reinforcing its position as Spin Premia’s second most visited section.

Golden Boxes transformed raffles into an instant rewards experience that built trust and excitement. In just four months, participation grew from 113 to 51K users, while OXXO GAS visits increased by +180%, reinforcing its position as Spin Premia’s second most visited section.

OXXO GAS adoption

330K

330K

unique users in 2024.

33.9K

33.9K

AVG, monthly unique users
(peaking at ~59K in August.)

+180%

+180%

User increase in just five months.

Golden Boxes engagement

51k

51k

boxes opened during the first four months.

Learnings

  • Gamification drives participation, but must balance excitement with legal and business constraints.

  • Leveraging successful features to scale impact — Golden Boxes proved so effective in OXXO GAS that we identified the opportunity to make it a transversal mechanic across Spin Premia, amplifying growth across different services.

What’s next

  • Scale Golden Boxes to other Spin Premia partners.

  • Personalize rewards based on user behavior to boost relevance.

  • Add a system to exchange Spin Premia points for surprise boxes.

Next project

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WEB APP DESIGN

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View case study

View case study

©2025 CATALINA ARANGO. All rights reserved. Mom,Dad I finally built my portfolio! :)

©2025 CATALINA ARANGO.
All rights reserved.
Mom,Dad I finally built my portfolio! :)