MoviePass wanted to rebuild loyalty from the ground up—this time, literally on-chain. They envisioned a universal loyalty system that let movie lovers earn, hold, and redeem tokens seamlessly across app and web. We designed a crypto wallet that didn’t feel like crypto at all: one tap, instant rewards, pure movie magic.
Crypto wallets are usually built for the few, not the many. Our task was to reinvent the experience for an audience of millions—film lovers who might never have owned digital assets before. We stripped away the intimidating jargon, kept the math out of sight, and focused on emotion: anticipation, reward, delight. What used to be “gas fees” and “staking” became movie perks, points, and milestones. Loyalty finally felt like storytelling again.
When MoviePass first explored crypto loyalty, the prototype leaned hard into technical precision—seed phrases, token IDs, transaction hashes. It worked for developers but not for moviegoers.
The challenge was to hide the blockchain complexity without hiding the transparency users needed to trust it. We had to design an experience where crypto ran the engine, but the ride felt cinematic, not technical.
We began with purpose—defining the emotional and behavioural value of loyalty. Each token earned had to feel like a moment of appreciation, not an accounting line. That insight informed every decision from UI language to visual hierarchy.
Loyalty economy mapping
Value vs. transparency workshop
User trust heuristics
Persona alignment by crypto literacy
We designed wallet flows that emphasized actions over assets—earn, redeem, explore—using progressive disclosure for complex details. The crypto lived under the hood; the magic lived in motion, colour, and clarity.
Wallet UX & data structure
Redemptions & earning logic
Adaptive states for balance volatility
Gesture-based mobile navigation
The interface leaned cinematic: bold gradients, pulse animations, dynamic transitions that mirrored the glow of a theatre. Typography borrowed from movie ticket stubs; colour palettes evoked loyalty and energy. It didn’t look like DeFi—it looked like MoviePass.
Motion design system
Thematic UI kit
Iconography & state animations
Accessible contrast and readability
We transformed blockchain complexity into emotional simplicity. The MoviePass Crypto Loyalty Wallet let users earn and redeem tokens through clear, film-themed interactions—no seed phrases, no confusion, just a clean loop of reward and belonging.
The new wallet prototype turned blockchain from a tech story into a human one. MoviePass was able to relaunch its loyalty ecosystem with a design that made crypto effortless—and loyalty irresistible.
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