FORMESponsored
Find your daily ritual
Visit the brand
Connecting campaignsthrough the Offerwall.
An Offerwall brings together campaigns and offers where people earn rewards. I connected campaign placements across our partner companies’ apps to this shared destination, first as a designer and later as product owner. Internally, we called it Feed, then Hub.
Inside a publisher app
Your points12,440PA little more, every day.
Daily check-in
Invite a friend
Today’s steps4,820 / 8,000
Discover & earnPicked for you
Rewards for you12,440 P
All offersVisitShop
FORMESponsored
Find your daily ritual
Visit the brand
The shared Feed
Earn pointsMy activity
Offers selected for you Updated daily
FORMEFORME · Sponsored
Find your daily ritual
Thoughtful essentials for an everyday routine.
Visit the brand+20P
How it works
- Open the FORME brand page.
- Explore the daily care collection.
- Return to the Feed after your visit.
Fictional offer preview. No points are awarded.
FIELDWORKFIELDWORK · Sponsored
Meet your everyday uniform
Considered layers for days in motion.
Explore the collection+30P
How it works
- Open the FIELDWORK collection.
- Discover the everyday outerwear range.
- Return to the Feed after exploring.
Fictional offer preview. No points are awarded.
FORMEFORME · Sponsored
Daily care, delivered
A daily wash for a simpler routine.
Shop the daily wash+250P
How it works
- Explore the daily wash on the brand site.
- Complete an eligible first purchase.
- Points would follow purchase confirmation.
Fictional offer preview. No points are awarded.
A campaign in the app. A direct route to more offers.
Reimagined product scenes with fictional campaigns and rewards.
The audience grewbeyond our own app.
Buzzvil’s software brought reward-based campaigns into partner apps, where publishers earned revenue and people earned points. Honeyscreen, our own app, remained a place to try new experiences.
- May 2019Monthly active users
- 10MAcross the Buzzvil network.
- October 2021Monthly users
- 20MAcross more than 150 publishers.
- Q3 2021Company revenue (KRW)
- ₩22.3B₩12.3B in Q3 2020; +81% year on year.
Company-reported figures. Business growth reflects work across teams. Company history2021 company release
One product had to feelat home in many apps.
Hundreds of interfaces had to fit inside hundreds of different apps. I built much of the early design system around that challenge: keep a shared product, while letting each partner’s brand shape how it looks and feels.
Earn pointsMy activity
Offers selected for you Updated daily
FORMEFORME · Sponsored
Find your daily ritual
Thoughtful essentials for an everyday routine.
Visit the brand+20P
How it works
- Open the FORME brand page.
- Explore the daily care collection.
- Return to the Feed after your visit.
Fictional offer preview. No points are awarded.
FIELDWORKFIELDWORK · Sponsored
Meet your everyday uniform
Considered layers for days in motion.
Explore the collection+30P
How it works
- Open the FIELDWORK collection.
- Discover the everyday outerwear range.
- Return to the Feed after exploring.
Fictional offer preview. No points are awarded.
FORMEFORME · Sponsored
Daily care, delivered
A daily wash for a simpler routine.
Shop the daily wash+250P
How it works
- Explore the daily wash on the brand site.
- Complete an eligible first purchase.
- Points would follow purchase confirmation.
Fictional offer preview. No points are awarded.
Phantom, Chameleon and the systems that followed were successive attempts at the same problem. We rebuilt and refined our UI kits through hundreds of iterations. From the start, the ambition was a headless design system: separate the product’s behavior from its visual identity, with design decisions expressed as tokens or configurable values for each brand.
A new brand should change the design values, without requiring a separate version of every screen.
Two layers today.
A third layer to grow into.
Tokens are named design values. Separating the raw values from their purpose lets the same interface take on a different identity.
- In the SDK today
01 Core
The raw material: colors, spacing and other foundational values.
A brand’s color palette - In the SDK today
02 Semantic
What those values mean: a primary action, a background or readable text.
Primary actionA shared role, a brand-specific value - A next step
03 Component
How a particular element uses those roles, allowing more precise control.
Claim rewardFor example, a reward button’s background
The layers, illustrated. Component-specific tokens remain a direction to develop.
The system kept growing.
So did its flexibility.
The team continued this work after my early systems. Today’s SDK has a solid core-and-semantic token foundation and a full server-driven interface, configured from the server. I would like to take it further with component-specific tokens, so individual elements can adapt without changing a shared role everywhere.
Inside the original system · 2021
Original designs with sample campaigns and rewards.
A row of campaigns becamea way into more offers.
The shared Feed needed ways in from the campaigns people already encountered. One example was the carousel I created: a horizontally scrolling row of campaign cards inside a partner’s app, with a link and final card that opened the wider Feed.
A small selection, inside the app.A full Feed, one tap away.
Your points12,440PA little more, every day.
Daily check-in
Invite a friend
Today’s steps4,820 / 8,000
Discover & earn
FORMESponsored
Find your daily ritual
Visit the brand
FIELDWORKSponsored
Meet your everyday uniform
Explore the collection
YOUR NEXT DISCOVERYThere’s more
in the Feed.
in the Feed.
One place for all your offers.
Earn pointsMy activity
Offers selected for you Updated daily
FORMEFORME · Sponsored
Find your daily ritual
Thoughtful essentials for an everyday routine.
Visit the brand+20P
How it works
- Open the FORME brand page.
- Explore the daily care collection.
- Return to the Feed after your visit.
Fictional offer preview. No points are awarded.
FIELDWORKFIELDWORK · Sponsored
Meet your everyday uniform
Considered layers for days in motion.
Explore the collection+30P
How it works
- Open the FIELDWORK collection.
- Discover the everyday outerwear range.
- Return to the Feed after exploring.
Fictional offer preview. No points are awarded.
FORMEFORME · Sponsored
Daily care, delivered
A daily wash for a simpler routine.
Shop the daily wash+250P
How it works
- Explore the daily wash on the brand site.
- Complete an eligible first purchase.
- Points would follow purchase confirmation.
Fictional offer preview. No points are awarded.
Try “See all offers” in the placement.
We kept the connection.
Publishers shaped the placement.
A bundled carousel UI made customization too heavy. We moved to an integration guide and sample implementation, with SDK support for the final Feed-promotion card.
Compare the original carousel
Exposure grew. Engagementstill needed work.
Connecting the units drove substantial Feed-impression growth. As product owner, I also needed to understand its limits: the overall product, a layout test and one carousel placement told different stories.
Feed product totals / 2021The Feed grew
The Feed grew
across platforms.
May–June compared with July–August 2021.
Two-month totals across all platforms.
Feed page views
392.0M432.2M
Feed revenue
₩3.37B₩3.61B
Wider publisher adoption contributed to this growth. These totals describe the product; they do not isolate the effect of a redesign.
Growing exposure was not enough. Could a different layout turn more of those visits into advertiser value?
Feed layout A/B / 2022More ads shown. More revenue.
More ads shown. More revenue.
A smaller share clicked.
OriginalRevised
Ads shown per visit+16%
More offers were exposed.
Revenue / 1,000 visits+7%
Each visit generated more revenue.
Share of ads clicked−12%
Exposure did not translate equally into clicks.
Showing more ads increased revenue per visit, but a smaller share of those ads were clicked. A more prominent action button did not close the gap. There was no difference in people returning the next day or the following week.
Honeyscreen, Buzzvil’s rewards app · Android, 2022. Rounded changes; each chart uses its own scale. Design: Brice, Diane and Max. Analysis: Cathie. Analysis
The carousel introduced more campaigns, but did people continue to the shared destination?
Separate carousel analysis
12.7
Ads shown each time the placement appearedMore cards seen.
Not more Feed visits.
Visits from these campaign cards to the Offerwall stayed broadly flat. The carousel increased exposure within this placement; that is a different result from the growth of the connected ecosystem.
Honeyscreen Android, 2022. Before/after comparison for this placement, not the whole network. Analysis
A bigger Hub exposed thelimits of a single feed.
The team continued the ecosystem after I moved on. By 2025–2026, adding more formats meant competing for the same attention: moving one section up could move another out of sight.
Requiring partner apps to have their own points system also limited who the product could serve. The next questions were about the experience itself, and what would make people participate.
Continue with Game UAUpper sections93–95%
Shopping11%
Share of Hub visitors who saw each section. Later team research.
Read the team’s findingsWhat I learned.
Design the connections.
The Feed became more valuable when the units around it had a clear route into it. My scope grew from individual screens to the network of connected ad placements.
Let the publisher own the context.
A shared destination did not require identical placements. Integration guidance gave publishers room to adapt the carousel while keeping its connection to the Feed.
Read beyond the uplift.
Impressions, visits, revenue and engagement answer different questions. Their tradeoffs were more useful than a single headline number.