Crunchy Coins gave a promotional campaign a game loop. People could collect campaign coins, see them in a personal wallet, and exchange them online for an exclusive flavour. My contribution focused on UX and part of the interface design.
Audience
Campaign participants
Contribution
UX & part of UI design
Touchpoints
Social, game, wallet & reward
Status
Campaign design
The mineMy walletRewards
ENY
Crunchy Coins
Big crunch. Little adventure.
Your next discovery is just below the surface.
Enter the mine
Explore the Crunchy Coins world
Your Crunchy Coins wallet
Every coin counts.
Keep track of your finds and your next reward.
Ready to redeem12 coins Wallet up to date
A reward is getting closer
Your next reward12 / 20 coins
8 more coins to unlock your next crunchy reward.
Keep exploring
From your mine to your wallet
How it works
01
Explore the world
Choose a spot and start mining.
02
Collect your coins
Your finds are added to your wallet.
03
Unlock a reward
Review your reward before redeeming.
A little more joy.YOUR NEXT CRUNCHY REWARD
The reward collection
A little something to dig for.
Your reward, the coin cost, and what happens next — all in one place.
Coin cost20 coins
Your balance12 coins
8 more coins needed
Keep mining to unlock
Wallet activity
Latest finds
Mine discoveryAdded to your wallet+5 coins
Mine discoveryAdded to your wallet+4 coins
First discoveryAdded to your wallet+3 coins
M&M’S Crunchy Coins · Campaign experience
Crunchy Coins
Big crunch. Little adventure.
Your next discovery is just below the surface.
Enter the mine
Explore the Crunchy Coins world
Your Crunchy Coins wallet
Every coin counts.
Keep track of your finds and your next reward.
Ready to redeem12 coins Wallet up to date
A reward is getting closer
Your next reward12 / 20 coins
8 more coins to unlock your next crunchy reward.
Keep exploring
From your mine to your wallet
How it works
01
Explore the world
Choose a spot and start mining.
02
Collect your coins
Your finds are added to your wallet.
03
Unlock a reward
Review your reward before redeeming.
A little more joy.YOUR NEXT CRUNCHY REWARD
The reward collection
A little something to dig for.
Your reward, the coin cost, and what happens next — all in one place.
Coin cost20 coins
Your balance12 coins
8 more coins needed
Keep mining to unlock
Wallet activity
Latest finds
Mine discoveryAdded to your wallet+5 coins
Mine discoveryAdded to your wallet+4 coins
First discoveryAdded to your wallet+3 coins
M&M’S Crunchy Coins · Campaign experience
The mineWalletRewardsProfile
01 / Discovery & framing
How do you make a playful economy understandable from the first interaction?
The campaign spanned Facebook, Instagram, and an activation website. Its game, wallet, and exchange mechanics create a small system: the experience must explain both the fun of collecting and what the collected balance means.
The design tension
Visual spectacle can invite play, but progress, reward requirements, and the consequences of exchanging coins still need clear language.
02 / Customer journey
See the whole journey.
Explore the key tasks, potential friction, and opportunities across the journey.
Action & touchpoint
Arrive from a social campaign.
Potential friction
The promise can become unclear after the click.
Design opportunity
Keep campaign language consistent across entry points.
Action & touchpoint
Try the mining interaction.
Potential friction
Animation alone may not explain progress.
Design opportunity
Pair feedback with a visible balance change.
Action & touchpoint
Inspect the wallet and available reward.
Potential friction
A number needs a meaningful next action.
Design opportunity
Explain the reward requirement and remaining amount.
Action & touchpoint
Review and confirm an exchange.
Potential friction
A tap may appear to commit too early.
Design opportunity
Separate review from confirmation and explain the result.
Read the complete journey
Discover — Understand the invitation
Arrive from a social campaign. The promise can become unclear after the click. Keep campaign language consistent across entry points.
Play — Learn how collecting works
Try the mining interaction. Animation alone may not explain progress. Pair feedback with a visible balance change.
Review — Know what the coins mean
Inspect the wallet and available reward. A number needs a meaningful next action. Explain the reward requirement and remaining amount.
Exchange — Complete a deliberate choice
Review and confirm an exchange. A tap may appear to commit too early. Separate review from confirmation and explain the result.
03 / Concepts & iterationConcept study
Make the tradeoff visible.
Direction A
Game first
Emphasizes play, but may leave the purpose of coins unclear.
Direction B
Progress and reward together
Keeps collecting playful while making the next milestone explicit.
The interaction concept keeps the wallet balance and reward requirement visible together. An exchange has a review step, so a participant can inspect the effect before confirming it.
Compare the design directions
A / Initial concept
M&M’s Crunchy Coins•••
An initial structure
Your campaign wallet
01Play the game
02Collect coins
03Open wallet
04Find a reward
Continue →
B / Refined concept
M&M’s Crunchy Coins•••
A clearer next step
A clear route to a reward
A focused view, with the wider journey one step away.
→See balance and targetSuggested next actionNext
02Collect the remaining coins
03Review the exchange
View the complete journey ↗
01
Assumption
A balance without a visible reward threshold can make progress feel arbitrary.
02
Proposed change
Show the target alongside the balance and give exchanges a reversible review step.
03
Validation plan
Ask participants to explain what they have earned, what they need next, and when a reward is actually confirmed.
04 / Wireframes & task flowsDesign study
Play, understand, exchange.
Follow the campaign from collecting to a deliberate exchange. The second sequence makes an insufficient balance understandable.
01
Primary task
Collect, review, exchange
Campaign participants need to understand what they collect, what it unlocks, and when an exchange becomes final.
01
Connect play with progress
Pair the mining action with visible balance feedback.
Open wallet →
02
Give the balance meaning
Show the reward requirement next to the collected balance.
Review reward →
03
Separate review from commitment
Make the reward, coin cost, and remaining balance visible before confirmation.
Confirm exchange →
04
Confirm once
Make the result clear and return to the updated wallet.
End of sequence ✓
Flow outcomeA confirmation follows the exchange and shows the updated wallet. Review alone does not spend coins.
02
Alternative & recovery
Handle an insufficient balance
The participant reaches a reward before collecting enough coins. Keep the balance intact and show a clear route back to play.
01
Explain what is missing
Use the balance and target to explain why exchange is unavailable.
Return to the mine →
02
Show the next milestone
Connect another collecting action to the reward target.
Open wallet →
03
Ask for deliberate review
Meeting the target reveals a choice, not an automatic transaction.
End of sequence ✓
Flow outcomeOnce the requirement is met, return to review; never exchange automatically.
05 / Testing & confidenceProposed test plan
Can people explain the exchange?
Proposed usability sessions with campaign entry, insufficient-balance, cancellation, and confirmation scenarios. Live A/B testing would follow only after basic comprehension is established.
Hypothesis
Showing the reward threshold and a separate review state improves understanding of the exchange.
Tasks to observe
Collect enough campaign coins for the reward.
Review an exchange and cancel it.
Confirm once and explain what has changed.
What would count as evidence?
Primary measure Correct explanation of coin balance, reward cost, and confirmation state.
Guardrails Accidental exchanges, confusion about real monetary value, and unnecessary steps before play.
Decision rule
Advance the model when participants understand the reward requirements and can cancel without losing coins. Investigate any mistaken belief that a preview completes a real order.
06 / Result & reflection
What the work made possible.
The campaign connects a promotional game, a personal wallet, and an online exchange. The wireframes explore balance, review, and confirmation states without assigning historical campaign values.
The mineMy walletRewards
ENY
Crunchy Coins
Big crunch. Little adventure.
Your next discovery is just below the surface.
Enter the mine
Explore the Crunchy Coins world
Your Crunchy Coins wallet
Every coin counts.
Keep track of your finds and your next reward.
Ready to redeem12 coins Wallet up to date
A reward is getting closer
Your next reward12 / 20 coins
8 more coins to unlock your next crunchy reward.
Keep exploring
From your mine to your wallet
How it works
01
Explore the world
Choose a spot and start mining.
02
Collect your coins
Your finds are added to your wallet.
03
Unlock a reward
Review your reward before redeeming.
A little more joy.YOUR NEXT CRUNCHY REWARD
The reward collection
A little something to dig for.
Your reward, the coin cost, and what happens next — all in one place.
Coin cost20 coins
Your balance12 coins
8 more coins needed
Keep mining to unlock
Wallet activity
Latest finds
Mine discoveryAdded to your wallet+5 coins
Mine discoveryAdded to your wallet+4 coins
First discoveryAdded to your wallet+3 coins
M&M’S Crunchy Coins · Campaign experience
M&M’s Crunchy Coins · Interface design study
What I would bring forward
I would define failure and recovery alongside the happy path: interrupted sessions, repeated taps, unavailable rewards, and delayed confirmations. A playful presentation still depends on a reliable transaction model.
