Utilizing gamification to boost engagement at GREATER
Utilizing gamification to boost engagement at GREATER
Utilizing gamification to boost engagement at GREATER
ROLE
ROLE
UX Designer
UX Designer
TIMELINE
TIMELINE
September - December 2023
(10 weeks)
September - December 2023
(10 weeks)
TEAM
TEAM
Imelda Ishiekwene
Aubin Miles
Imelda Ishiekwene
Aubin Miles
METHODS
METHODS
Competitive Analysis,
Wireframing,
Visual Design
Competitive Analysis,
Wireframing,
Visual Design
BACKGROUND
BACKGROUND
GREATER users keep coming but leave quickly
GREATER users keep coming but leave quickly
GREATER is a mobile app developed by the non-profit organization QWELL to enhance the wellbeing, health, and wealth of the LGBTQIA+ community. However, the app struggled with user retention and our client wanted to motivate users to take more action in the community while also meeting the needs of local businesses.
GREATER is a mobile app developed by the non-profit organization QWELL to enhance the wellbeing, health, and wealth of the LGBTQIA+ community. However, the app struggled with user retention and our client wanted to motivate users to take more action in the community while also meeting the needs of local businesses.
COMPETITIVE ANALYSIS
COMPETITIVE ANALYSIS
Envisioning a homepage with intuition and gamification
Envisioning a homepage with intuition and gamification
We keyed the idea of gamification as a solution for the app. To determine our approach, we conducted a competitive analysis of home feeds and gamified apps, exploring how other apps handled similar challenges.
We keyed the idea of gamification as a solution for the app. To determine our approach, we conducted a competitive analysis of home feeds and gamified apps, exploring how other apps handled similar challenges.
DEFINE
DEFINE
How might we encourage users to take meaningful action in the community by providing incentives and streamlined ways to get involved, ensuring businesses benefit from their participation?
How might we encourage users to take meaningful action in the community by providing incentives and streamlined ways to get involved, ensuring businesses benefit from their participation?
IDEATION
IDEATION
Visualizing for both our users and client to be satisfied
Visualizing for both our users and client to be satisfied
Our client provided a reference to guide our low-fidelity designs. We thought, how might we reimagine this in a clean way that aligns with our brand? We designed 5 new features that encourage user engagement while preserving the home feed’s core functionality.
Our client provided a reference to guide our low-fidelity designs. We thought, how might we reimagine this in a clean way that aligns with our brand? We designed 5 new features that encourage user engagement while preserving the home feed’s core functionality.
WIREFRAMING
WIREFRAMING
Curating a balance between viewing businesses and the points system
Curating a balance between viewing businesses and the points system
I quickly designed low-fidelity wireframes for the home feed based on our client’s reference. I experimented adding gamification aspects to bring a new energy to the brand.
I quickly designed low-fidelity wireframes for the home feed based on our client’s reference. I experimented adding gamification aspects to bring a new energy to the brand.
INSIGHTS
INSIGHTS
Taking a step back and reevaluating complexity
Taking a step back and reevaluating complexity
Our client was unsatisfied with our low-fidelity design, and after re-evaluation, we realized it was too overcomplicated for users. Discussing with our client helped us validate our concerns and give us the thumbs up for certain designs. We concluded that:
Our client was unsatisfied with our low-fidelity design, and after re-evaluation, we realized it was too overcomplicated for users. Discussing with our client helped us validate our concerns and give us the thumbs up for certain designs. We concluded that:
Simplicity over all else
Simplicity over all else
Splitting the homepage into 3 tabs felt unintuitive and didn’t align with the homepage’s purpose. Moving forward, we eliminated the rewards and wallet tabs so we could relocate them to the profile page.
Splitting the homepage into 3 tabs felt unintuitive and didn’t align with the homepage’s purpose. Moving forward, we eliminated the rewards and wallet tabs so we could relocate them to the profile page.
Consistency creates structure
Consistency creates structure
Too many different section styles can feel disconnected. Maintaining consistency with familiar layouts creates a smoother and more cohesive experience.
Too many different section styles can feel disconnected. Maintaining consistency with familiar layouts creates a smoother and more cohesive experience.
FINAL DESIGNS
FINAL DESIGNS
Designing a GREATER experience that inspire users to belong and give back
Designing a GREATER experience that inspire users to belong and give back
USER FEEDBACK
USER FEEDBACK
Gamified experience that balances clear user value and ongoing engagement
Gamified experience that balances clear user value and ongoing engagement
Our client was satisfied with how effectively the designs brought his vision to life in a way that was both intuitive and supported by UX logic. Partnering with our PMs, we gathered user feedback that showed an overall positive response.
Our client was satisfied with how effectively the designs brought his vision to life in a way that was both intuitive and supported by UX logic. Partnering with our PMs, we gathered user feedback that showed an overall positive response.
+70%
+70%
increase in user retention and engagement
increase in user retention and engagement
64%
64%
of users reported feeling more connected to their local LGBTQ+ community
of users reported feeling more connected to their local LGBTQ+ community
TAKEAWAYS
TAKEAWAYS
My key learnings from my first project
My key learnings from my first project
Design within real-world constraints
Design within real-world constraints
Designers have creative freedom, but must ensure feasibility within multidisciplinary teams. My rainbow shadow concept received positive feedback but wasn't implemented due to engineering constraints.
Designers have creative freedom, but must ensure feasibility within multidisciplinary teams. My rainbow shadow concept received positive feedback but wasn't implemented due to engineering constraints.
Overcommunicate from start to end
Overcommunicate from start to end
Miscommunication with our client about gamification requirements caused a major setback, we had to pivot and restart midway through. Regular communication keeps you, your team, and stakeholders aligned.
Miscommunication with our client about gamification requirements caused a major setback, we had to pivot and restart midway through. Regular communication keeps you, your team, and stakeholders aligned.
Like what you see? Check out more of my work :)
Like what you see? Check out more of my work :)
