Vitality’s Active Rewards Programme was already encouraging members to move more, but there was an opportunity to make that engagement feel more exciting, emotional and fun.

We were brought in to introduce a brand-new feature: a playful, gamified mechanic that would celebrate activity, bring the rewards journey to life, and give members a reason to return to the app week after week.

We introduced the Stanleyboard - a bold new feature where earning points unlocks a weekly game. Once members hit their target, they get three chances to find Stanley hiding behind a grid of tiles. The more Stanleys they find, the better their reward.

Our goal was to transform this simple mechanic into a joyful, personality-filled moment. We blended interaction design, animation and storytelling to build a world that felt rewarding in its own right, not just because of what users could win, but because the experience itself was fun.

The Stanleyboard reframes the way members interact with their earned points, turning movement into a game and the app into a destination.

What started as a new feature became a standout moment in the member experience: something people want to come back to regularly. It’s a fresh take on gamification in wellness, one that makes engagement feel less like admin, but fresh and playful.