A Premium Membership Experience
Designing a premium membership that continuously creates value for experienced poker players.
The Opportunity
Context
The online poker market is highly competitive, and CoinPoker needed a way to build long-term loyalty with its players. The challenge wasn't just offering exclusive perks - it was designing a membership that provided consistent, sustained value to keep members engaged over time.
Design Challenge
Design a premium membership experience that clearly communicates its value, simplifies benefit discovery, encourages sustained engagement, and continuously reinforces why it's worth subscribing.
My Role
I was responsible for shaping the overall membership experience, ensuring every touchpoint - from discovery to ongoing engagement—worked together as a cohesive product ecosystem.
My work included defining user journeys, designing core reward mechanics, and collaborating with cross-functional teams to deliver a scalable solution.
Owned
Experience Strategy
UX & Interaction Design
Visual Design
Prototyping
Design System
Developer Handoff
Understanding Our Core Audience
To design a membership that players continued to value over time, we first needed to understand the behaviors, expectations, and motivations of CoinPoker's most engaged players.
While 3-Bet Club is available to all eligible members, many of the design decisions were shaped around CoinPoker's most engaged players—members who actively participate across cash games and tournaments, understand advanced poker mechanics, and seek greater value from their overall playing experience.
Designing a Value System
A premium membership shouldn't rely on a single compelling feature.It should deliver different kinds of value throughout the member journey.
Membership Value Framework
A premium membership shouldn't rely on a single compelling feature. It should combine complementary benefits that create value across different aspects of the member experience.
Membership Engagement Loop
Instead of designing isolated benefits, we designed an engagement system where every feature reinforced another.
Membership Timeline
Different benefits reinforce the membership experience at different moments, ensuring members continue to receive value throughout their subscription.
Designing the Experience
The membership experience was designed as a connected journey—from discovering its value to engaging with benefits after joining. Each touchpoint reduced friction while reinforcing the value of the membership.
Discounted Tournaments
Discover Membership
The first challenge was helping eligible players quickly understand what 3-Bet Club offered and why it was worth joining.
Purchase Experience
Once players decided to join, the purchase flow focused on building confidence through transparent pricing, clear benefit summaries, and minimal friction.
Experience that demonstrates why joining the 3-Bet Club benefits tournament players, helping them save on entry fees.
Membership Hub
After joining, members needed a single destination to explore benefits, track rewards, and manage their membership.
Premium Identity
Premium benefits weren't limited to financial rewards. Exclusive visual elements helped reinforce membership status throughout the product.
Reward Experience
Rewards become more meaningful when they're transparent, timely, and easy to review. The experience was designed to make every reward feel visible and earned.
Cashback Credit Experience
Receiving rewards should feel as satisfying as earning them. The credit animation celebrates reward delivery and provides immediate confirmation that cashback has been credited.
Designing Multi-layered Engagement
Why multiple engagement systems?
Different moments in the membership journey require different forms of engagement. Rather than relying on a single reward mechanic, we designed complementary systems that reinforced value throughout the membership experience.
Session Engagement
Cashback Power-Up
While cashback rewarded players after a session, there wasn't a way to influence engagement during gameplay. We introduced Cashback Power-ups to create meaningful decision points, allowing members to strategically boost their cashback for 12 hours through manual activation.
Weekly Engagement
Action Multiplier
While Cashback Power-ups increased rewards within individual sessions, we also wanted to encourage consistent participation across the week. Action Multiplier transforms cashback into a progression system by rewarding members who maintain active gameplay over time.
Action Multiplier Dashboard
The detailed dashboard provides a complete breakdown of qualification progress, including VPIP, PFR, and 3-Bet metrics, current cashback tier, and remaining progress required to unlock higher rewards. It helps members understand how their gameplay translates into weekly cashback.
Action Multiplier HUD
The Action Multiplier HUD surfaces a player's progress directly at the poker table, making weekly qualification visible without disrupting gameplay. Members can instantly track their cashback tier, qualifying metrics, and progress while they play.
Designing Fair Rewards
Reward systems shape player behavior. The challenge was balancing engagement with fairness, ensuring rewards felt meaningful without creating opportunities for exploitation.
Balancing Business & Player Experience
Action Multiplier wasn't designed simply to reward activity.
It was designed to encourage more active cash game participation while ensuring the reward system remained transparent, predictable and difficult to exploit.
🤔 Alternative Explored
Rewarding a single gameplay metric would have simplified the experience but made the system easier to manipulate. Requiring multiple qualifying metrics encouraged more balanced participation.
Reflection
Designing 3-Bet Club taught me that successful memberships are systems where every feature plays a distinct role in creating value—for members and for the broader product ecosystem.
Key Learnings
Great memberships reinforce value continuously rather than relying on one-time incentives.
Reward systems shape player behaviour, making fairness and transparency as important as the rewards themselves.
The strongest incentive systems balance player value, business goals and long-term trust.