2018-2019
Gamification functions similarly to a loyalty program, rewarding users with points for actions taken on a website such as making purchases.
Product | UX & UI Design | Motion design
Posted: 01/02/2020 - 7 minutes read
Game is ON
The Intro
This assignment was a part of my job at Gamming Realms.
Gamification can be integrated with various user flows, for instance granting points when users add their information during the registration process.
Why
The Goal
To improve retention and conversion of our products
Create an immersive and gamified user experience
My Tasks
1
Market Research
2
User experience design
3
GUI Animations and Images
4
User tests
First steps
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.
In our case, we’ve chosen to implement these gamification features:
Gamification during the onboarding process
Daily free games
Points and Levels
Level boosters
Types of users (not a complete list)
From research to MVP
The Process
My process involved extensive resaerch, reading, interviews and meetings with stakeholders
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 the process:
Scoping up
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.
Just basics, Open the box and check what is inside server will do the rest.
Tests
The Prototype
During the gamification project, I created and tested a few prototypes.
An example of the opt-in journey and functionalities.
The Prototype
Implementation
Key features:
The implementation took about 8 months. And was split across cross-functional teams.
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.
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.
Wrapped box
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 wireframe/idea
Tutorial the final
Hall of fame
The gallery
Gamification top bar in-game
Gamification top bar in the lobby
Gamification user panel
The graveyard
Abandoned ideas
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
Post morten
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!
Recent 2019-2023
Portfolio
This section contains the selection of my best past projects
SEP 2023
Heavy Duty Challenge
"I crafted the brand and GUI for Heavy Duty Challenge game, ensuring a seamless user experience through rigorous testing and UX refinement."
UX | UI | Brand
AUG 2021
Internet
Raffles
"I led the creation of an innovative internet competition platform, establishing design systems, UI, and UX. Continuously providing design support, I've been integral to the ongoing success of this brand."
UX | UI | Brand
OCT 2019
Design
System
“I crated s design system and managed 12 casino brands, collaborating with the front-end head to create a Sketch plugin for faster production. I also conducted user tests and served as the primary UX resource company-wide."
UI | UX
MAY 2018
Gamification features
"I conducted research and designed gamification features across our company's product portfolio, collaborating with cross-functional teams to enhance user engagement and overall experience."
UX | UI
SEP 2016
Lottery Syndicates
"I directed the research and design of a green-field syndicate lottery app, overseeing the entire process from initial research to MVP design. This case study exemplifies my approach to app design."
UX | UI
Older projects
+5y Old
This section contains the selection of much older projects just for the reference
JUN 2018
Slingo Boom HTML5 Game
"I directed the research and design of a green-field syndicate lottery app, overseeing the entire process from initial research to MVP design. This case study exemplifies my approach to app design."
Playstation | PC | Xbox
Product design
Older projects
+5y Old
This section contains the selection of much older projects just for the reference
More Projects and Samples Avalible Upon Request
Archive
+6 years old works
may 2015
Pirate
Plunder
GUI design, animations and art for company’s flagship product
VISUAL DESIGN
2013-2015
Geonomics GUI design
I was Art Directing creation of skins for company’s instant win games
VISUAL DESIGN
Ancient
+10 years old projects
aug 2013
Zoony
Match
Game UI And UX
GUI DESIGN
may 2012
Brainstorm iOS app
New product line design and service
PRODUCT DESIGN
JUN 2009
Blamball
iOS game
New product line design and service
GAME DESIGN
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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