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Gamification

2018-2019
UX AND | UI DESIGN SYSTEM | BRAND | PRODUCT
POSTED: 02/04/2021 - 3 MINUTES READ

This assignment was a part of my job at Gamming Realms.

The Intro

Gamification functions similarly to a loyalty program, rewarding users with points for actions taken on a website such as making purchases.

It can be integrated with various user flows, for instance granting points when users add their information during the registration process.

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The Goal
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To improve retention and conversion of our products
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Create an immersive and gamified user experience
My Tasks
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Market Research
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User experience design
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GUI Animations and Images
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User tests
Mechanics and Research

Various mechanics have been used during the production of this feature. Some are based on university research about gamers and their behaviours, others from books and our in-house ideas.

• Gamification during the onboarding process
• Daily free games
• Points and Levels
• Level boosters 

user 01
user 02
user 03
user 04

Here is an example of our research cards (Types of players)

The Process

1. I’ve Gathered research about competitors and their implementations 

2. Started in-house design workshops - ideas gathering and processing 

3. Finding from workshops helped us to establish MVP and a roadmap for this product

4. Prototype and user tests to verify ideas and understanding of the users 

5. User survey to validate ideas 

6. Production stage

7. Implementation across the brands 

Process

The diagram of my process:

MVP User Flow

MVP: Minimum Viable Product

We’ve started with a basic user flow, to visualize what we want and what we need.

The idea for it was to capture the prize (box opening experience), and another important T's&S’s.
So, after opening the box the bonus or prize were applied automatically to the account. 

tutorial 01

Just basics, Open the box and check what is inside server will do the rest.

Post MVP User Flow.

Example from the next iteration of the user flow.

Here it was possible to hold bonuses and start them when it was suitable for a user, check the list of available rewards.

2019 wireframe

Rewards Flow, It was possible to apply rewards

The First Prototype

During the gamification project, I created and tested a few prototypes.

Here is one example of the opt-in journey and functionalities.

opt in

The Prototype

Features:
Progress bar

The progress bar was a tool that allowed us to inform our users where they were with their progress. I created some event animations for it too, like bar boost and bar explosion. It was also possible to check the bar during a game session.

Progress Bar
The Box

We've found box mechanics during one of our workshops.

The idea is simple. At the end of each level, the user will get a wrapped gift with a randomly generated prize inside. I really liked that idea as it gave the element of curiosity and randomness.

Phone 01

Wrapped box

Phone 03

Opened box with T&Cs

The Tutorial

Gamification can be confusing, especially for first-time users. 

The tutorial was a part of the onboarding process and triggered after the second login.

tutorial 02@2x

Tutorial wireframe/idea

Tutorial

Tutorial the final

The GALLERY
Phone 01

Gamification top bar in-game

Phone 03

Gamification top bar in the lobby

Phone 01

Gamification user panel

Abandoned ideas
Phone 01

Tournaments

Phone 03

Daily free game

Phone 01

Box opening during the game

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Idea for A new lobby

Phone 01

Leaderboards

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Leaderboards another idea

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Tournaments in progress

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Tournaments lobby another version

The Outcome

Gamification was an interesting project to work on that provided valuable insights, even though we did not see the desired spike in retention and conversion metrics. Our key learnings focused on:

User onboarding - The gamification features were confusing for some new users. In the future, we will devote more effort to crafting an intuitive and educational onboarding experience to effectively introduce gamification concepts.

Feature prioritization - We discovered that some planned features like tournaments did not resonate in testing. Users assigned higher value to progress bars, level systems, and surprise rewards. Prioritizing the right features is critical for maximizing engagement.

Motivational psychology - Different incentive structures motivate different user personalities to various degrees. Applying motivation theories more precisely will help shape rewards that excite users.

Development processes - Implementing gamification mechanics prompted improvements in our technical design and development practices to allow for rapid prototyping and iteration. Over time this will facilitate higher quality production processes.

While the usage data indicates there are still opportunities to improve our gamification approach, the first version provided a useful platform to progressively enhance the system. Our learnings about user perspectives and business capabilities will power effective refinements in subsequent gamification and product design initiatives.

The key is to emphasize the project as a learning experience that built foundations for future enhancements, even if the initial adoption was lower than expected. Please let me know if you would like me to clarify or expand on anything further!

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