Overcoming challenges pertaining to design that are aimed to improve user engagement will only help in manifesting ideas that we generally overlook. Designing Gamification for the retail segment of our country was a stone we never thought of turning. When the idea clicked we basically had to go about researching our audience again.
Pay1 being a flat organisation promotes ownership and the people working here, right from product managers to interns have full freedom to ideate as well as spearhead critical projects. In the case of predict and win the entire UI/UX and the development was overlooked by the interns from the get-go.
Seeing the end-product being developed to a satisfactory outcome appeases me and motivates me to further perfect the craft of UI/UX.
Defining The Goal
Before we started designing the predict and win blueprint we had a clear goal set to define the user behaviour on the application. Being a B2B app that provides critical solutions to the Pay1 merchant, bringing an element of fun to improve the user experience on the same platform was compelling and challenging
As the users were mostly from 2nd, 3rd, and 4th+ tier we needed to identify their common interests along with the current affairs they follow. We identified that apart from politics, cricket was one of the things that can be gamified for our audience.
Cricket (2019 World Cup)
In India, people worship cricket and it is one sport that is universal across the tiers. More than 90% of the population watch and follow cricket so it was apparent that cricket was the right decision to move forward with.
We started exploring Gamification which on many B2C apps play a major role in enhancing user engagement with a product or a service as it taps into people’s natural desires for competition and achievement. Again bringing in an element of B2C to a B2B app has never been universally tried and tested so we were actually treading on unexplored grounds. This made the process of development extremely challenging & exciting.
To know more about gamification you can refer to Yu-kai Chou: Gamification & Behavioral Design.
Predict and Win
After a lot of back and forth, we finalised the concept in which the user can Predict and win attractive prizes. Every match is considered as a contest, the users should answer the questions and submit their predictions to win prizes. We also added an element of daily strike where the user gets to play a free strike (similar to spin the wheel) and win points and to play more he needs to burn tokens which he earns after every transaction using any service in the Pay1 app.
The aim of a wireframe is to provide a visual understanding of a page early in a project to get stakeholder and project team approval before the creative phase gets underway.
Gamifying the elements in Predict and Win
Global and Matchwise leaderboards to encourage users to play more.
If I and my friend are playing a game, If I see that my friend’s score is more than mine then it’s obvious (human tendency) that I would play the game with more enthusiasm to score more than my friend. The same logic is applied here if Retailer A is playing Predict and Win and he observes that his neighbouring Retailer B is receiving prizes for playing and maintaining a high score in the game just by answering a few questions then it would surely encourage the Retailer A to play.
Different elements of Predict and Win.
The Percentage Bar: The user is directed to the percentage screen as soon as he selects the team on the Contest screen. The text “75% of Pay1 retailers think that India will win” along with the percentage bar makes the user feel that he has more chances of winning which might even encourage him to answer all the other questions and if the user selects Srilanka then we can modify the text to “75% of retailers think India will win, prove them wrong”. After the percentage screen, the user is directed to the Questions screen when he clicks on Play Now.
The Questions screen: Makes the user feel that he already answered a question (makes him feel only a few questions are left to answer) for which he can get 100 points if it’s correct and the call to action (Submit Button) also acts as a progress bar which turns completely to yellow only after answering all the questions, this helps the user to easily understand how to proceed further in the game.
Language: Most of the retailers are comfortable with reading and writing in Hindi so B will have more impact than A.
Prototyping (low-fidelity): It is almost impossible to get it right in the first time which gives a confident and clear vision of the work.
Working on this project made me realise that game mechanics play an important role in increasing the user engagement. Also, it helped me to understand how design is affected depending on the type of user. It got me thinking about how design makes a person want to or not want to use an app or a certain set of services when it comes to all things digital. It also helped me realise that breaking conventions in design is also extremely important and sometimes that is the only way to keep things fresh. All in all, it was a learning curve for me and I just hope to keep taking things forward from here as and when I get the opportunity.
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