Credit System 2.0
Gamification
2021-22
The ultimate goal of a user on Tripoto's platform is to earn more and more credits for posting their travel content that they can redeem on packages and eventually, make ‘travel for free’ a reality.
field
UI, UX Research
client
Objective
Gamify the entire user journey on Tripoto to make the experience more rewarding and memorable. The secondary goal was to increase signups, content creation and quality of content.
User Group
Content creators in the travel space
Existing inactive, passive users
Tools Used
User interviews
User personas
Remote usability testing
Data Analysis
Competitive Analysis
Pen and paper
Figma
Profile View
Highlights
Used the player-centred design approach to drive user engagement. Identified the 3 phases (the Rookie, the Regular & the Master) of the user lifecycle and 'monitored' player fatigue
Added gameplay elements to the existing content sharing platform, to enhance user engagement throughout the lifecycle of the travel consumer
Weaved fun features such as leaderboards, badges and prompts into an existing system to tap into users’ intrinsic motivations
Process Followed
1
Usability testing of the existing system to identify breaking points in the flow – primarily the stage where the user loses interest and starts becoming inactive
4
User flows and wireframing
2
User interviews to understand their goals, motivations and any negative associations they might have with the existing system
5
High fidelity design
3
Developed user personas to understand 'player' types and tailor a system effective for all involved stakeholders
6
Iterations
Challenges
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We had to ensure that at all stages of the gamified experience, we enabled the user to have fun and at no point were we pushing them to adopt to a new/desired behaviour.
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Cultivating existing customers' loyalty by customising the experience and its tone to them
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Making sure that at no point in the overhauled system, does the user feel uncomfortable or confused