The objective was to enhance engagement and retention by introducing a more compelling reward-driven experience. This led to the design of a gamified system that motivates users to consistently learn and progress.
client
DIY.org
year
2022
timeframe
3 Weeks
UX Design
User Research
Motion Design
Problem
The challenge was to create a more engaging and rewarding system to retain users and motivate them to continue learning. The goal was to add a gamified rewards system that would allow kids to earn redeemable points and use them in a newly designed digital storefront, offering creative rewards like profile images, animated stickers, and Procreate brushes. TASK: As the Design Lead, my task was to gamify the learning experience in a way that was fun, non-intrusive, and aligned with the platform’s core educational values. I needed to design a reward system (Gems) that complemented the existing XP system and develop a new digital store interface where these Gems could be redeemed. The system had to: Keep users motivated to complete more challenges and acquire new skills. Maintain a safe, non-transactional environment suitable for kids. Enhance the overall user experience without disrupting the educational focus of the app. 1. Gamification Strategy: Dual-Point System: We introduced a dual reward system, where kids earned XP points for completing learning tasks, and Gems as a form of currency for additional engagement like completing milestones or challenges. Reward System: Gems could be redeemed for fun, non-monetary rewards in the new DIY Store. I collaborated with the product team to conceptualize and design the rewards, including customizable profile images, animated stickers, exclusive wallpapers, and Procreate brushes, all aimed at nurturing creativity. 2. Storefront UI/UX Design: DIY Store: I led the design of the digital storefront, ensuring the interface was simple, visually engaging, and easy for kids to navigate. The store interface was designed with bright, playful colors and fun illustrations that kept the shopping experience exciting and age-appropriate. Gems Integration: The UI included a clear, intuitive display of how many Gems the user had and what items were available for redemption, making the process feel like a rewarding achievement. Exclusive Content: Designed digital items like profile avatars and animated stickers that reflected the DIY community's creativity and appealed to the user base’s interests. 3. User Testing & Iteration: Conducted several rounds of user testing with children and their parents to ensure that the gamified system was both engaging and educational. Based on feedback, I refined the redemption flow and made adjustments to the storefront's navigation to enhance usability for young users.
Solution
The introduction of the Gem reward system and digital store significantly increased user engagement. Kids were not only more motivated to complete challenges, but they also felt a sense of accomplishment when redeeming their Gems for creative rewards. Post-launch data showed: 45% increase in completed challenges. 20% boost in daily active users on the platform. Positive feedback from parents and users, noting how the reward system added an exciting layer of motivation without detracting from the educational goals of the platform. The DIY Store became a key feature for user retention, as kids eagerly saved Gems to unlock new digital rewards.
DIY.org is a social learning platform where kids learn new skills through interactive challenges and projects. While the app already had a point-based XP system to motivate users, the XP points were non-transactional, lacking any tangible rewards for users.
