Transforming a nationwide university sports event into an interactive digital experience — combining gamification, NFT rewards, and real-world participation.
A nationwide event transformed into a live digital platform.
Platform success attracted major sponsorship — validating the digital engagement model at national scale.
I led the mission from concept to execution — bridging business strategy, product direction, and experience design across all phases of the project.
UX/UI execution was delivered through the design team under my direction — not as pixel-level design work by me.
A nationwide university sports event with thousands of participants…
but no unified digital experience to connect them.
People showed up. But engagement didn't last.
Audiences could only watch. No way to participate or feel connected beyond physically being there.
Nothing encouraged people to return, engage repeatedly, or share the experience with their networks.
Once the event ended, nothing remained. No collectibles, no records, no lasting digital connection.
The experience ended when the event ended.
Before any visual design began, the platform's layout logic and interaction patterns were mapped in low-fidelity wireframes — establishing content hierarchy, flow, and page structure across desktop and mobile breakpoints.
University students attending Thammasat Games — attendees who vote for their faculty, follow the rankings, and want to feel like their participation means something. They're mobile-first, event-aware, and easily lost if the experience doesn't hook them immediately.
Thammasat University's organizing committee needed the platform to drive measurable engagement metrics — registered users, votes cast, and sponsor visibility — while keeping the experience lightweight enough for a multi-day physical event.
Students don't need persuasion. They need a clear action, a visible reward, and a reason to come back tomorrow.
Three product decisions that shaped the engagement model — each grounded in clarity, motivation, and simplicity.
Made participation — not consumption — the primary interaction. Every vote creates data, drives emotional investment in outcomes, and is repeatable without friction.
All digital rewards are gated by participation — not payment. NFTs feel earned and meaningful, directly tied to the event experience rather than commercial value.
Rather than direct vote-to-reward redemption, a coin system creates a daily progression loop — encouraging repeat engagement rather than one-time participation.
From first visit to digital ownership — the complete journey from participation to reward.
Defined feature scope and site architecture before any design work began — ensuring a complete experience without overbuilding.
TU Sport is primarily an event information website. At its center are three interactive mechanics — voting, coin collection, and NFT redemption — designed to turn passive visitors into active, returning participants.
Beyond the three core mechanics, TU Sport is a full event information hub — homepage, sport directories, news, and photo galleries. These pages support the experience without being interactive features themselves.
NFTs were introduced as a functional reward layer — not speculation. Earned through participation. Redeemable for real-world rewards.
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A playful, high-energy visual system — consistent across platform, campaign, and physical touchpoints.
Engagement matters more than visual perfection — getting people to act is the real design challenge.
Real-world constraints shape better product decisions — tight deadlines force clarity and cut scope to what truly matters.
Gamification works best when it is simple and rewarding — complexity kills adoption, especially at live events.
Strong alignment between business, product, and UX is critical — misalignment at any layer cascades into every decision.
