Spinny Partners is the platform where used-car dealers bid on cars in live auctions. This is a gamified rewards programme for them - coins, tiers and streaks built to deepen loyalty and pull more of their business onto Spinny
Source stock without chasing the market
Spinny Partners is the app 80,000+ used-car dealers use to source their cars - thousands of inspected cars in live auctions with verified condition reports, so buying stock is fast and low-risk instead of guesswork across the market
Thousands of inspected cars, each with a verified condition report
Every car goes live for a set window - dealers place their bids
The highest bid moves ahead on the car
Settle the final price with the seller, right in the app
Pay after inspection - the car is delivered to the door
Keep dealers bidding, stop them drifting away
Trust was built. Now dealers needed a reason to bring more of their business to Spinny - and stay
High-volume dealers bid on rival platforms too room to consolidate
Hook them with TVs, gold coins and trips for hitting milestones
Every small app change gets seen - like a heavy social user spotting updates
Dealers boast about their volumes and take pride in where they transact
Some office had a wall of awards on display
A competitive market - dealers hop platforms chasing better incentives
One programme, four jobs to do
Nudge them to their first deal on Spinny
Grow wallet share where volume is below potential
Hold loyalty and keep the deals flowing
Win them back and restart transactions
Games, credit cards, hotel tiers
A dark, game-inspired direction - set apart from the rest of the app. Mid-way, a rival launched a similar programme, which only validated the bet
Coins, tiers and targets
Earn ~0.1% of every deal in coins 1 coin = ₹1 redeemable on future buys
Six levels unlock delivery vouchers, dedicated support and early inventory access
Custom goals per dealer earn bonus coins, with boosters during campaigns
A visual dashboard with progress rings for coins, tier and targets
Dealers earn coins by hitting targets across OCBs, Wins and Buys - hitting any of them moves them closer
= ₹1In short - earn coins on every deal, and redeem up to 5% instant off on your next one
Qualify on 90-day volume - miss the targets and the tier drops
At launch, dealers were auto-allotted their deserved tier - based on last quarter's buying or spending pattern
Explore, sketch, refine
The rewards home screen went through several versions before it felt effortless to scan at a glance
Dark backgrounds with vibrant accents for coins, multipliers and free-delivery vouchers - plus subtle motion to bring the home screen alive
Partners honoured, designer turned researcher
A national event brought partners together - every designer became a researcher for the day, in ~20 deep conversations. It drew local and national press, and YouTube Play Button-style awards recognised dealers by tier
Month-one engagement, strong early adoption - proof the programme can become a core part of how dealers use Spinny
Grey marker = where each metric sat before gamification
The business impact
That engagement lift fed straight into the business - measured before vs after launch
A playful incentive layered on top
A team effort - my role: directing and leading the designer
To push transaction completion further, we added Spin the Wheel
- a quick, gamified chance to win incentives that pulled dealers back to bid and buy
The problem - existing incentives had no instant hook, so low-tier dealers tuned out
Dug into engagement data and talked to low-tier dealers
They needed an instant trigger, not a points dashboard
Built the spin, reward reveal & tiered unlocks - 3 playtests
Shipped - deliveries, bids & wins all jumped in month one
Dealers respond to gratification they can feel right now
The spin wasn't decoration - it was the product
Tiered rewards push top dealers, keep the base motivated
A small dose of chance turned steady engagement into more completed deliveries
We will make this even better
Targets & rewards tuned to each dealer's own pattern
Surface coins, tiers & offers right where dealers look
Sharper nudges & streaks to lift daily active use
The app 80k+ dealers use to bid on & buy inspected cars - this is its gamified rewards programme (coins, tiers, targets)
Dealers drift across platforms; incentives felt distant
New, emerging, existing & dormant dealers
+23% deliveries & +31% bids per dealer
