Problem
One of the key challenges we faced after launching the Vaults feature was low purchase volume. Despite the appeal of high-value prizes like a PS5, users were skeptical about the legitimacy of the feature. Many perceived it as gimmicky or doubted whether anyone was actually winning, which significantly reduced trust and ultimately suppressed conversions.
Experimentation/Iteration
To address this, I ran a series of notification experiments aimed at building credibility and urgency by highlighting real user wins.
Copy example that was targeted to our Gen Z audience:
Header:
These lucky mfs!!!
Subtext:
Tap to see what these 4 users have won from a vault
Final Output
The notifications proved highly effective—each time we highlighted a real user win, vault purchases spiked by over 160% compared to our typical performance. This insight led to a lasting product improvement: we evolved the winning notifications into a persistent social proof ticker within the app. Now users can see real-time updates whenever someone wins a prize, reinforcing legitimacy and driving ongoing engagement through subtle, continuous trust-building.
