Case study: Gamification features for Campaign.com
Disclaimer:
This project is part of the UI/UX Training Program held by the Ministry of Communication and Information with Skilvul and Campaign.com as Challenge Partners. I am not employed or bound in a professional contract by Campaign.com.
The first social network built for change and social impact whose established in 2015, Campaign.com brings hashtag #ForChange that has a goal to help organizations, communities, and companies, as well as individuals, organize campaigns that are sustainable and have social impact.
Until now, Campaign.com has had an impact in the form of 329K+ social actions have been taken 332 Organizers have joined and 1.36+ billion rupiahs of donations have been distributed.
We can participate in making an impact in the form of giving donations to various social activities without having to spend money but instead replace it with productive actions.
Problem Statement
Getting users to complete challenges by taking action for a few days is not easy. With the various challenges available and the many actions that need to be done sometimes it makes the user bored and makes the user unmotivated to take the challenges.
Objectives and Goals
In this project, we aim to provide gamification features to increase user motivation to complete challenges and to see the ease of use and usability of the solution ideas that have been made.
Role
On this project, I collaborated with two members of my team, Haikal Gibran Akbar and Binti Nilna. In this project, end-to-end processes from research, design, prototyping to testing are carried out together without any specific job description separation.
Design Process
In this case study, we use Design Thinking as our methodological approach. Through design thinking, we believe that we can gather information and direction from users and prioritize the needs of humans/users.
— Define
In order to be Problem Solver, you must be Problem Definer first —Ravi Mahfunda
So before we solve the problem, let's define the problem that we got!
Pain Point
In this phase, the first thing we did to define the problem we were facing was to look at the user pain points when using Campaign.com’s mobile app. So that we can determine what ideas we should make from the collection of pain points.
According to that various user pain points, there are several pain points that become our main focus:
- The supporter's interest in participating in challenges is low, this is because the user has to complete the challenge with a certain time and a lot action, but the user still has to be busy with other activities.
- There is no save challenge feature, this can hinder the user when the user sees/finds a challenge that suits him but can’t take it at that time so the user wants to take the challenge he likes at another time.
- Unmotivated about taking part in the challenge, users feel that they have not found an experience that makes them take action continuously.
How Might We
After getting those pain points, how might we increase the user’s motivation to take challenges with interesting features?. So that the solution ideas that need to be designed can cover how users complete challenges by taking action continuously and building a gamification system that will be an additional motivation for users to take action.
— Ideate
According to HMW that we have created, we brainstorm to find as many solution ideas as possible that can support us to achieve our HMW. The solution ideas are then grouped according to the type or function in the Affinity Diagram.
Prioritization Data
Here I organize all the solutions I can think of into a diagram with the scale of impact and effort required. The goal is to have the greatest possible impact with the least amount of effort so that we can set priorities for development. From several solution ideas there are 4 solutions that will be the main focus:
- Supporter Loyalty
This App has a gamification feature, which guarantees the user will get points when completing Actions and Challenges. Prizes will be different according to the points the user has collected which will be classified into the Supporter Loyalty feature (Silver, Gold, Platinum, and Diamond). User can also use their points to be exchanged for interesting offers/deals. This feature aims to motivate users to complete as many challenges as possible to collect as many rewards - Leaderboard
The leaderboard page allows you to see how far the ranking of user with the other supporters in carrying out their activities. So you can compete with your friends based on the actions you’ve taken, the challenges you’ve completed, and the donations you’ve made. These are intended to motivate user to carry out more activities. - Timeline
This feature was created to help users know the activities of their friends (eg friends who are taking/completed a challenge and friends who have just leveled up). In addition, user can react to friend’s activities using stickers obtained from supporter loyalty rewards and also user can take part in the challenges that have been taken by friends. - Bookmark
The bookmark feature is made for users who want to save their favorite challenges to be done later. Later the user will get a reminder to take the challenge that has been bookmarked when the remaining challenge period will end and it will appear on the update page in the notification tab, so users don’t have to worry about the challenges they like will be missed.
Crazy 8’s [Low Fidelity Design]
Sometimes when doing the design process I often have trouble deciding where to start and how it will look like. The simple thing that we did was brainstorm quickly using paper and pen which I poured into one paper that was folded into 8 parts or commonly known as Crazy’s 8, Here are some sketches we made:
High Fidelity Design
— Prototyping
Turn those crazy ideas into reality in prototyping!
— Testing
After all the designed solution ideas have been created, then we need to validate the solution through usability testing. This is necessary to determine whether the solution that we have made is in accordance with the user needs and is able to make it easier for the user to achieve their goals. We do testing to users with the following criteria,
User Criteria
- Gender: Female-
- Age: 16–24 Years
- Profession: Student/Fresh Graduate
- Have an interest in social activities
- Want to meet new people
We got overall score 8,9 / 10
Conclusion
Overall, from the results of testing our solution ideas, users gave a score 8.9 out of 10 rating for ease of use and usability. However, there is a note to tidy up the layout of some interfaces and some copywriting.
The solution that Campaign.com needs is a feature that can attract as many users as possible to participate and complete the various challenges available. There is still a lot of room for exploration and improvement, so we recommend that we need to do many iterations in the future to continue to improve the best user experience. Especially in the gamification feature to increase user motivation in taking challenges
Overall the project was a success! The team worked so well and hard to create gamification features to improve user motivation to take action or challenge and experience of our users while taking action.
Thanks to Mas Hafidz Noor Fauzi for all the meat (read: knowledge) that was given while studying at skilvul. Huge thanks to my mentor Mas Ecky Alimansyah for every valuable feedback while working on this project. And also my team members Haikal Gibran Akbar and Binti Nilna, without them this project would not be finished 🍻.
That’s a wrap, for now! Don’t hesitate to drop comments and feedback that would be appreciated or hit me up on ricopriandana@gmail.com 🤝
