SMARTIES HISPANIC 2025 WINNER · CX/UX & DESIGN
ROLE: Product & Licensing Specialist
FOCUS: Product strategy, UX integration, branded content and cross-functional delivery
TAGS: Gamification · CX/UX · Fintech · Product Engagement
Overview
Trivia Futbolera was an in-app competition developed for Naranja X in Argentina from August to December 2024, using the brand’s sponsorship of the Argentine Professional Football League as the basis for a recurring digital experience with rankings, prizes and branded booster questions.
Challenge
The experience needed to create a new reason to return to a financial app while remaining frictionless, secure and consistent with Naranja X's UX. Beyond entertainment, the format was designed to support habitual use, retention, cross-selling and strategic brand partnerships.
Contribution
➤ Helped define the competitive format, custom UX, in-app integration and weekly rhythm of the experience.
➤ Coordinated 21 weekly leagues, 588 football questions updated according to team performance and 74 branded-question opportunities for education, sponsorship, up-selling and cross-selling.
➤ Connected product, content, design, legal, security and technical teams, including on-the-fly credential integration, custom rankings and live optimization during the activation.
Selected Results
➤ More than 3 million unique users participated, 15% of whom were new users.
➤ Internal campaign reporting found that players showed 71% higher DAU than non-players.
➤ Compared with non-players, participants showed a 93% lift in account balances and a 25% lift in cross-sell.
➤ Organic app downloads increased by 146% during the first month of the activation.
Gameplay demo
Sponsored question example
Smarties Hispanic recognition for Naranja X trivia experience