Gamification

2018-2019

I do have big documentation of this project but I will not share it here. This is an overview, if you want to know more, please let me know.

THe INTRO

Gamification works like a loyalty programme.
User gets points while spending money on our website. It can be connected it to pretty much every user action like for eg. “User gets points by adding his personal data to the registration journey. 

The Goal

• To improve retention and conversion of our products
• Create 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 based on the university research about gamers and their behaviors, others from books and our in-house ideas.

• Gamification during on-boarding process
• Daily free games
• Points and Levels
• Level boosters 

The Process

1. I’ve Gathered research about competitors and theirs 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 

Here is a diagram of my process:

Process

Basic User FLow

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

tutorial 01

A basic user flow

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
Features:
Progress bar

Progress bar was a tool that allowed us to inform our users where they are with their progress. I created some animation 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 given the element of curiosity and randomness.

Phone 01

Wrapped box

Phone 03

Opened box with T&Cs

The Tutorial

Gamification can be confusing, esspecially for the first time users. Tutorial was a part of the on-boarding process and triggered after the second login.

tutorial 02@2x

Tutorial wireframe/idea

Tutorial

Tutorial the final

The Final Screens
Phone 01

Gamification bar in-game

Phone 03

Gamification in the lobby

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Gamification user panel

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Gamification user panel  details

Abandoned ideas
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Tournaments

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Daily free game

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Box opening during the game

Phone 03

Idea for A new lobby

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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. We haven't seen a spike in our retention and convertion. But we've laearned a lot and established some good desing and development practices.

PORTOFLIO

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