Project Overview

The Paxful Rewards Program was developed to incentivize user acquisition and trading activity by introducing platform-based rewards. The initiative involved rebuilding the program experience and embedding it into the product ecosystem—from user onboarding and tracking to performance review and communication.

Scope of Work

Working with a cross-functional team of six, I led several aspects of the rewards program revamp:

• Landing Page Redesign: Co-led the revamp of the Peer Program page, resulting in a 29.77% increase in new user sign-ups at launch

• Developer Collaboration: Partnered with engineers to integrate real-time application tracking and system workflows into the platform

• Workflow Automation: Co-launched a dashboard that automated application review and saved 4 hours of daily manual processing

• Performance Monitoring: Conducted monthly reviews that led to a 12.57% reduction in inactive program members

• Community Management: Supported engagement with 350+ high-volume and 180+ VIP traders across 41 countries

• Data Reporting: Worked with BI to build Tableau dashboards monitoring recurring volume, trading performance, and program impact

• CRM Coordination: Collaborated on email and in-app messages that improved program visibility and led to a 58% uplift in conversions

Outcomes

• 94.75% growth in Peer Program membership

• Launched 5 product rollouts across the Paxful platform in 2021

• Improved operational efficiency through automation and streamlined reporting

• Increased alignment across UX, compliance, marketing, legal, and development teams

Key Takeaways

Driving adoption through a product-integrated rewards system required deep coordination across teams and careful attention to both user behavior and internal workflows. The program’s success was rooted in clear data visibility, operational efficiency, and a user experience that made participation seamless and valuable.