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.
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
Here is an example of our research cards (Types of players)
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
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.
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.
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.
The Prototype
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.
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.
Wrapped box
Opened box with T&Cs
Gamification can be confusing, especially for first-time users.
The tutorial was a part of the onboarding process and triggered after the second login.
Gamification top bar in-game
Gamification top bar in the lobby
Gamification user panel
Tournaments
Daily free game
Box opening during the game
Idea for A new lobby
Leaderboards
Leaderboards another idea
Tournaments in progress
Tournaments lobby another version
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!
Portfolio
Recent 2019-2023
Design for the AA computer game product
I designed a line of products for the internet competitions.
Older works +5 years
I led a design system and a platform for online casino products.
I’ve researched and designed gamification features
A green-field project about lotteries. I tested and created a product
My task was to create UX and UI for free to play product
More Projects and Samples Avalible Upon Request
Archive
+6 years old works
GUI design, animations and art for company’s flagship product
I was Art Directing creation of skins for company’s instant win games
Ancient
+10 years old projects
Game UI And UX
New product line design and service
New product line design and service
MISC
Areas Of Interest
2010-2013
Various
Animations
Some Animations For The US Based Companies
Animations
JULY 2020
Nathaniel 19
free font for all
As an experiment I had created a freeware font for all designers
FONT DESIGN
2009-2020
MY Art &
Drawings
After Hours,
My Art and Hobby
ART
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