Creating the Profile + Badges

Personalizing the experience and giving users more reasons to come back
My Role  ☞  PRODUCT DESIGNER
UX Consultation (2021)  ☞  KRIS SLAZINSKI
Final UI Design + Icons (2021)  ☞  JOZEF KOLACZYK
 

Problem

Users didn't have anything to do in between a live poll, and lacked incentives to stay. There wasn't a logical place for settings or app information to live, either.

Solution:

Create a personalized profile that has uses a user's poll responses to show insights about themselves, as well as display how similar users answered select polls, and incentize user to engage via gamification.

  • Utilizing user answers to create personalization will offer a point of interest and engagement after each poll
  • Harnessing past poll data each data brings something new each day
  • Gamification such as badges for completing polls or searching for results heightens user engagement, incentivizes them to return, and makes the experience more fun
    • Users can navigate to their profile via the main navigation menu bar on the bottom of the app screens, or via the poll results page after taking a poll, as well as by tapping an alert about a new badge

    Profile + Checking Badges User Flow

    Profile + Settings User Flow

    I came up with the concept of a profile and attitudes section, where a user's answers would place them on different demographic spectrums, as well as an "on this day" feature to display past poll results from the calendar date.

    As we didn't want to hide important features like bookmarks and "on this day," we moved bookmarks to its own section on the bottom navigation bar, and the "on this day" feature joined the poll page.

    Badges + Rewards

    During brainstorming sessions, we had discussed bringing in a gameification strategy, but we wanted to fully flush out the attitudes feature before shifting focus.

    However once our team expanded, we were able to bring a gameification strategy to the forefront.

    Wireframes I designed that began to incorporate the donut style chat for the attitudes, and early layout of a points and badges banner. Points would later be abandoned for simplicity sake.

    My hi-fidelity profile and settings screens before implementing badges + rewards

    A screenshot from a badge brainstorming with badge titles, categories, descriptions, and trigger actions

    Myself, the founder, and an external UX designer collaborated on the list of badges, researching other apps that use successful gameification such as Duolingo and Classpass.

    A screenshot from the excel file with the final list of badges along with their descriptions and triggers.

    Final screens for the profile, badges + rewards, done in collaboration with Jozef Kołaczyk + Kris

    Testing

    During hallway testing, most users passed without problems, however a few did not notice the new reward indicator. We determined it was too small and not attracting attention enough. As a fix, we made it more visually prominent.

    The list of rewards also needed improvement. We decided to write "Claim a reward" instead of "see reward" to make the action clearer to the user, and also make the reward visually standout by highlighting the reward with a different background.

    Another idea that came out of testing was showing the estimated time of delivery. For the sake of time and resources, we decided to leave that idea for a future version.

    A more prominent indicator that user needs to perform some action

     
     

    Outcome

    Getting Feedback from Users

    I worked with the founder to create a survey collecting feedback from users ten days after they became active on the app. We asked about their enjoyment, level of interest, and if they were using some of the new features. We wanted to know what was meaningful to the user, and what wasn’t.

    I also analyzed the feedback that came through the feedback portal, as well as through respective store reviews.

    The new app achieved our measures of success, with an increase in our active user base, a more diverse audience, and a reduced cost for user acquisition.

    A user wrote us this feedback after the launch of the profile and attitudes section.

    User enjoyment

  • 77% who took feedback survey say they are enjoying the app
  • Only 3% say they aren’t
  • 89% found the poll results interesting

    • Increased growth

  • Increased user responses by over 300%
  • Increased user retention rate by 100%
  • 40% of users spent more than 30 days on the app

    • Cost reduction

  • Before the new app, cost per user was $16
  • After the new app's release, cost per user dropped to $9
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