Maximizing Retention rate and Enhancing User Engagement by Gamification: A UI/UX Case Study
Leveling up the shopping experience of the BEWAKOOF CLOTHING APP by gamifying its reward and loyalty program
I picked the Bewakoof app because it is one of my favorite places to shop. Also, I want to showcase my UI/UX skills using this e-commerce app as a case study for product design.
Before moving on to the design process, have a look at my final design:
Problem statement
Design a gamified rewards and loyalty program to encourage users to shop more frequently and spend more money while providing a fun and engaging shopping experience on the Bewakoof clothing app.
Let’s create the context for the above problem statement:
Bewakoof is a clothing app that sells trendy, affordable, and comfortable clothes for millennials. To ensure customer retention and increase sales, the company is exploring ways to make the shopping experience more fun and engaging.
How it will help users:
The feature provides a fun and engaging shopping experience for users, incentivizing them to shop more frequently and spend more money. It also rewards loyal customers for their continued patronage, making them feel valued and appreciated.
How it will impact business metrics
The gamified feature is expected to increase customer retention and encourage repeat purchases, which results in increased sales, higher average order values, and improved customer lifetime value. Also, to incentivize customers to refer their friends and leave reviews,
My assumption:
is that customers are willing to engage in a gamified shopping experience and that the rewards and loyalty program will be enough of an incentive to encourage them to shop more frequently and spend more money. The company also assumes that the feature will not cannibalize existing sales or lead to a decrease in profit margins.
Now, before moving on to the complete story from the beginning, I would like you to understand the critical decisions I took to impact business metrics as well as provide a fun and engaging shopping experience for users.
Critical Decisions
for the success of gamification in the Bewakoof app will depend on thoughtful design, clear communication of rewards, maintaining a balance between challenge and achievability, and continuously updating and refreshing the gamified elements to sustain user interest over time.
Why I took this decision ?
- A new page for Gamification
easy navigation for users (millenials and Gen Z).
to showcase a dedicated space where users can engage with gamified features
for better organization and presentation of game-related content
Business Impact
scope for expansion of the gamified features without affecting the main functionalities of the app.
2. Introduced level-up feature
It adds a sense of progression and achievement for the users
Users feel a sense of accomplishment and are motivated to continue engaging with the app
It provides a clear goal for users to strive towards, encouraging them to spend more time interacting with the app in order to unlock higher levels
Business Impact
It enhances user engagement and retention
3. Introduced task-based Streak feature
It provides users with clear objectives and a structured framework for engagement
By breaking down larger goals into smaller, achievable tasks, users experience a sense of progress and accomplishment as they complete each task.
This constant feedback and gratification encourage continued interaction with the app.
Business Impact
It enhances user engagement and Immersion.
Why I took this decision ?
4. Introduced point-based feature
Users can earn points for completing tasks, reaching milestones, or participating in various activities within the app.
This gamified approach increases user engagement as individuals strive to earn more points and improve their standing
A sense of progression and visible feedback motivate users to continue participating and striving for higher point levels.
Users can redeem accumulated points for rewards such as discounts, exclusive content, virtual items, or even real-world merchandise.
Business Impact
This incentivizes users to actively engage with the app, increasing loyalty and retention.
5. Introduced targets to spent money and earn reward feature. (ZEIGARNIK EFFECT)
Incentivizing users to spend money in order to achieve specific targets and unlock rewards
By linking spending money with earning rewards, the gamified feature promotes desired behavior from users.
Users are motivated to continue engaging with the app in order to unlock rewards, creating a sense of value and attachment.
Business Impact
It enhances user retention and repeat interactions, increasing revenue and customer loyalty.
Why I took this decision ?
6. Motivating users to redeem their points
creating a sense of urgency and exclusivity, encouraging users to redeem their points before the opportunity expires.
Visually presenting them with the required points to redeem from the available points motivates them to earn more through tasks.
Business Impact
It enhances user retention and repeat interactions, increasing revenue and customer loyalty.
7. Introduced game section to make it fun while engaging
By incorporating game-like features such as interactive quizzes, spin-the-wheel games, or surprise rewards, the Bewakoof app can create a more enjoyable and immersive experience for its users.
Why I took this decision ?
8. Strategies to Redeem points
creating a sense of urgency and exclusivity, encouraging users to redeem their points before the opportunity expires.
Visually presenting them with the required points to redeem from the available points motivates them to buy more with offers.
Why I took this decision ?
9. Introduced Gamified feature in profile page for users to get in track
Zeigarnik effect: when users visit the profile page to track orders or for anything else, they get to know the incomplete tasks to earn rewards.
A sense of progression and visible feedback motivate users to continue participating and striving for higher point levels.
Impact on users
Gamification can have a significant impact on users in several ways:
- Increased Engagement
Gamification elements can motivate users to actively participate in various activities within the app.
This increased engagement leads to higher app usage and user interaction as users strive to unlock achievements
Users may be more inclined to make purchases, refer friends, write reviews, or complete specific tasks to earn rewards.
2. Enhanced Retention
It can create a sense of loyalty and attachment among users.
Offering exclusive rewards, discounts, or personalized experiences to loyal customers can incentivize them to keep using the app
Users may feel a sense of accomplishment and belonging by reaching higher levels or earning special privileges, which can result in increased customer retention.
3. Positive User Experience:
Gamification adds an element of fun and excitement to the user experience.
Users often enjoy challenges, competition, and the opportunity to earn rewards.
By incorporating game-like features such as interactive quizzes, spin-the-wheel games, or surprise rewards, the Bewakoof app can create a more enjoyable and immersive experience for its users.
This positive experience can foster a deeper connection between users and the brand.
4. Behavioral Insights and Personalization:
Gamification provides valuable data about user behavior and preferences.
By tracking user interactions, purchase patterns, and engagement with gamified elements, Bewakoof can gain insights into individual user preferences and tailor their offerings accordingly.
This data can help personalize recommendations, offers, and rewards, further enhancing the user experience and increasing customer satisfaction.
Now it's time to reveal the inside story of my mistakes and learnings in crafting this experience.
Secondary Research
The above design decisions are based on the insights gained from competitive analyses performed on various apps, direct and indirect competitors. some of them are completely different apps to get inspiration regarding gamification.
Let’s begin with
1. BEWAKOOF App
In order to introduce gamification features for reward and loyalty, I focused on reward, membership, and referral pages to gain insights.
After onboarding, I found Refer & Earn, Tribe membership, voting for design, and customizing your t-shirt inside the menu. which drives user engagement, enables personalization, and overall empowers users, contributing to an immersive experience.But they have not used the gamified feature yet, and it is a good time to introduce it. It leads me to:
2. What is the need for gamification?
Well, Bewakoof’s appeal lies in its ability to resonate with the millennial and Gen Z populations. I did some research
Sources: you’ll find information about what it is and how psychologically it is making an impact in clothing industry.-
- https://medium.com/closetonthecloud/the-enthusiasts-guide-to-gamification-in-fashion-4080afde1b43
https://mycred.me/blog/interview-with-fabio-viola-director-of-strategic-planning/
Basically, games, particularly video games, bring out some very intrinsic, raw human emotions and desires in all of us. Socializing, competing, achieving, expressing, winning, and progressing are some examples.
Fashion is, and always has been, highly human-focused. It is personal and subjective, and each individual understands it in their own unique way. Brands in the industry, therefore, need to emphasize “human-focused design.”.
3. Competitor analysis
The Zeigarnik effect is a psychological principle that states that people remember incomplete or interrupted tasks better than those that have been completed.
Insights from Starbucks gamified feature
- Points and Levels: Starbucks Rewards assigns points to customers for each purchase made at Starbucks. As customers accumulate points, they progress through different levels, such as Green, Gold, and beyond. This leveling system creates a sense of achievement and encourages users to continue making purchases to reach higher levels.
- Exclusive Benefits: Each level in Starbucks Rewards unlocks various exclusive benefits. For example, Gold level members enjoy perks like free refills, personalized offers, and a special Gold Card. These benefits make customers feel valued and appreciated, motivating them to continue their patronage.
Insights from memrise gamified feature
- Points and Leaderboards: Memrise awards points to users for completing lessons, practicing vocabulary, and achieving learning milestones. Users can compare their points with friends and other learners through leaderboards, fostering a sense of competition and motivation to earn more points.
- Streaks and Daily Goals: Memrise encourages users to maintain a daily learning habit by setting up streaks and daily goals. Users are rewarded for consistent learning streaks, and the platform motivates them to meet their daily learning targets. This gamified approach promotes regular practice and helps users stay motivated.
Insights from duolingo gamified feature
- Experience Points and Levels: Duolingo awards experience points (XP) to users for completing lessons and exercises. As users accumulate XP, they level up, unlocking new lessons and content.
- Streaks and Daily Goals: Duolingo encourages users to maintain a daily learning streak by practicing every day. Daily goals are set to ensure users engage with the app regularly and make progress towards their language learning goals.
Insights from Smytten gamified feature
- Smytten does not have a specific gamified feature, but it does utilize the Zeigarnik effect to enhance user engagement and encourage further interaction with the platform.
- Additionally, Smytten creates a personalized experience by tailoring sample recommendations based on user preferences and behavior
Designs
For inspiration, I created moodboards from Pinterest, Behance, and Dribbble:
Wireframing
Lo-fi Design
Hi-fi Design
User Testing
Iteration
Final design
future scope
1. A detailed page explaining reward levels.
2. Making the experience more personalized
3. UI Screens on tapping CTA’s
Learnings
- Document everything in detail from the start of the project.
- Get constant feedback to improve the experience at every stage.
Thank you for sticking with me till the end. Please leave any suggestions or insightful comments in the comments section. I’d love to hear from you if you have any. Cheers🥂
