A seasonal spin wheel

It was the final check before the seasonal promotion went live. I was sitting there with the campaign brief, the spin wheel mock-up on my screen, and a cup of coffee that had gone cold. The goal was clear, but the feeling had to be right.

The quiet before the launch

You know that feeling, right before you flip the switch on something public. It's not about the mechanics anymore; it's about the people on the other side. I was thinking about the first person who'd land on the page, see the wheel, and decide whether to spin.Their trust is the whole point. It's not a transaction, it's an invitation. If it feels gimmicky or opaque, you've lost them before they've even started.

Reading the fine print, again

I found myself reading our own terms and conditions out loud. Not skimming, but actually reading each line. 'Winner selected at random.' 'No purchase necessary.' 'Prize fulfillment within 14 business days.'It sounds so formal on paper. But in that moment, it felt like the most important part of the whole setup. It was the promise we were making, spelled out in black and white. I wanted someone to read it and think, 'Okay, this seems straightforward.'That's the foundation. Everything else—the excitement of the spin, the potential reward—is built on top of that clarity. Without it, the wheel is just a flashy distraction.

A detail that mattered

I caught a small inconsistency in the odds disclosure between the pop-up and the main page. It was a tiny thing, probably wouldn't have been noticed. But fixing it was the whole point.

The weight of a free spin

Offering a free spin with just an email felt like a big ask in a way. You're asking for a piece of someone's attention, their inbox space. It has to be worth their while, and it has to be honest.