Offermatic
Gamification
Designing a gamification experience to increase engagement, retention and enhance the user experience.
After diving into user sessions and core metrics I found user engagement was an area with a significant opportunity for improvement. I proposed and designed a gamification initiative in which users earned points for completing actions on and off the site.
Although primarily aimed at engaging existing users it also allowed Offermatic to encourage specific actions such as sharing offers through social networking to help increase our user base.
MY ROLE
As Senior Manager of Interaction Design my role was to lead the design of all our digital initiatives and ensure a simple and engaging customer experience.
DELIVERABLES
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Design Gamification system
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Define flows and wireframes
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Final design & product
Being new to gamification but a lifelong gamer the idea of gamification fascinated me. As part of the planning process I identified key touchpoints to reward users and encourage them to continue to interact with Offermatic.
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One key goal was to ensure new users were rewarded quickly and existing users felt a sense of accomplishment and ownership.
Understand
In addition to points and a levels I designed a badge system to give users micro-rewards just for using our product. This was aimed at continued engagement with existing users. An existing user coming back after a while could very well see their level zip up and a bunch of badges appear from previous transactions and actions they had taken. It was an instant hit with users.
Conceive
Being a startup, we did not spend a lot of time on user testing but instead gathered feedback through ramped A/B tests that we took directly to users. We found users loved the gamification features and in several surveys indicated they would be more likely to return to the site to earn points and additional rewards.
Design
