Pulling eligibility data straight from the source — a +22.8% lift in customer interaction.
Reward cards had 150 characters to describe their eligibility conditions. That's roughly one sentence.
For simple rewards, fine. But for rewards with specific qualifying conditions — minimum bets, eligible sports, required bet types, time windows — 150 characters was nowhere near enough. Customers either read a cryptic truncated description or opened a wall of legal text that nobody reads.
The result: frustration, support tickets, unclaimed rewards.
Before
After
The root cause wasn't in the UI — it was in the system. I worked directly with the Promo Operations team to map how rewards were configured in CPP (the promo configuration platform), and discovered the data was already structured into discrete condition categories. It just wasn't being surfaced.
Measured during the Plain-Language Eligibility rollout in Phase 2 of the Rewards Hub.
+22.8%
Lift in customer interaction with reward cards
Customers engaging with reward cards once eligibility moved from compressed text to structured, scannable conditions.
First-in-class for legibility — no other sportsbook was displaying eligibility conditions this way. Customers could see exactly what they needed to do without reading legal text. The system itself generates clear descriptions from structured data, removing dependency on copywriting quality.
Reflections
The best design solutions sometimes come from understanding the backend, not the frontend.
If I'd only looked at the UI, I would have tried to write better 150-character descriptions. By understanding CPP and how promo ops configured rewards, I saw that the data was already there — it just wasn't being shown.
The fix: structured data, not copywriting. Instead of asking copywriters to summarize complex eligibility in 150 characters, I pulled the structured data directly from CPP and displayed each condition as its own scannable line item.