Unraveling the Secrets of Gamification that Boosted Customer Engagement and Redefined User Experience
Experience Gamification
How we designed a platform to increase engagement for customers by combining personalized gamification and a rewarding system that attracts both company and customers desires, by taking off the weight of logistics from the rewards and giving to user the choice of they want in the biggest from Brazil.
Context
The challenge
Livelo, a rewards platform created by Bradesco and Banco do Brasil, aimed to evolve its complex system into a gamified, intuitive, and engaging experience. The initiative sought to encourage users to fully configure the "incentivaaí" application to enhance customer engagement.
Transform a complex platform into a gamified, intuitive and engaging experience for the user, encouraging complete configuration of application information.
Project Details
Cliente: Livelo Company: ília.digital My Role: UX/UI Designer Activities: Desk research, user flow, wireframing, visual design and prototyping
Team
Alexandre Soares - Lead Product Designer Mário Braga (me) - UX/UI Designer Guilherme Dourado - Design Specialist Jéssica Ellen Silva - Project Leader Pedro Fabrino - Developer Leader
Problem Analysis
To overcome the challenges in transforming Livelo's platform, we conducted a thorough problem analysis, identifying and prioritizing the following issues:
1
Complexity in Customer Engagement System Creation
2
Ineffective Utilization of Livelo Points as a Reward System
3
Need for a Gamification-Focused Back Office
4
Lack of User Incentives for Complete Application Information Configuration
5
Insufficient Versatility in Gamification Tools
6
Challenges in Encouraging Comprehensive Engagement with the "incentivaaí" Program
Research, Persona, and Desk Research
How we designed a platform to increase engagement for customers by combining personalized gamification and a rewarding system that attracts both company and customers desires, by taking off the weight of logistics from the rewards and giving to user the choice of they want in the biggest from Brazil.
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Insights
Ideation
Insights highlighted the importance of personalized attention, centralized information, versatility, and increased engagement as key elements for the project's success.
Building on insights, we generated ideas for a customized back office, capable of consolidating campaign information, providing gamification versatility, and boosting engagement.
Platform Architecture and Structure
Founded on the quest to transform user experience, the architecture and structure of the platform developed for Livelo were meticulously planned. The system was designed to provide intuitive navigation, effectively incorporating gamified elements. The structure includes a customized back office, centralizing crucial campaign information and offering flexibility in setting goals, missions, and achievements. The integration of Livelo Points as a reward system was optimized, ensuring an effective and engaging approach for users. With sketches and wireframes, we visualized the architecture, ensuring a captivating experience that engages users from initial contact to full participation in the "incentivaaí" program. This robust and strategic structure reflects the commitment to overcoming identified challenges, driving engagement, and redefining how users interact with the Livelo platform.
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Sketch and Wireframes
We crafted sketches and wireframes to visualize the platform's architecture, ensuring intuitive navigation and effective incorporation of gamified elements.
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Visual Design
Developing the visual design, we maintained Livelo's identity while applying gamified elements to make the experience more appealing.
The Importance of Gamification in User Interface
Gamification is a technique that can be used in interfaces to make the user experience more engaging and enjoyable. By incorporating game elements, such as rewards and challenges, interfaces can motivate users to take desired actions, as well as increase retention and engagement. As a result, gamification can help to facilitate use and make the experience more pleasant and satisfying for the user.
Lessons Learned
Reflecting on our journey, we draw valuable insights that will shape future endeavors:
1
Personalized Attention: Customizing the back office according to each company's needs was crucial for gamification success.
2
Centralized Information: Concentrating information in one place facilitated understanding and analysis for clients.
3
Versatility: Creating versatile gamification tools allowed for diverse goal-setting, missions, and achievements, driving engagement.
4
Increased Engagement: Focusing on promoting ease, especially in terms of versatility, resulted in a significant increase in the "incentivaaí" program's engagement.
5
Continuous Improvement: Embracing feedback loops and iterative design processes enabled us to refine our approach and deliver a more impactful solution.