Increasing Engagement with Kuncie's Gamified Loyalty Feature
Overview
This project focused on understanding and improving user retention on the Kuncie platform by examining how users engage with video content. The goal was to identify behaviors that contribute to continued platform usage and explore opportunities to increase engagement and retention.
This project focused on understanding and improving user retention on the Kuncie platform by examining how users engage with video content. The goal was to identify behaviors that contribute to continued platform usage and explore opportunities to increase engagement and retention.
EXPERTISE
Product Design, Visual Design, Product Strategy
PLATFORM
Android App, iOS App
DELIVERABLES
high-fidelity mockups, mvp, figma prototype, visual asset
TOOLS
Figma, Adobe Illustrator, Maze, Mixpanel, Google Analytics
Team
[Agile Scrum]
App: 1 Product Owner, 1 Product Designer, 1 Front-end Developer, 1 Back-end Developer
Website (Vendor): 1 Project Manager, 2 Front-end Developer, 1 Quality Assurance
[Agile Scrum]
App: 1 Product Owner, 1 Product Designer, 1 Front-end Developer, 1 Back-end Developer
Website (Vendor): 1 Project Manager, 2 Front-end Developer, 1 Quality Assurance
Background
The Kuncie platform aims to enhance user retention, with a particular focus on understanding the relationship between user behavior and video consumption. Preliminary observations suggest that there's a correlation between the number of videos a user watches and their likelihood to continue using the platform. This project seeks to delve deeper into this relationship and identify strategies to encourage more video engagement, with the goal of improving overall user retention.
The project provides data that supports the main idea:
Users who watch at least 1 video have a retention rate between 12% and 20%.
Users who watch at least 2 videos see an increase in retention, ranging from 20% to 25%.
Users who watch 3 or more videos have a retention rate of over 25%.
This data suggests a positive correlation between the number of videos watched and user retention. The more videos a user watches, the higher the likelihood they will remain engaged with the platform.
The Kuncie platform aims to enhance user retention, with a particular focus on understanding the relationship between user behavior and video consumption. Preliminary observations suggest that there's a correlation between the number of videos a user watches and their likelihood to continue using the platform. This project seeks to delve deeper into this relationship and identify strategies to encourage more video engagement, with the goal of improving overall user retention.
The project provides data that supports the main idea:
Users who watch at least 1 video have a retention rate between 12% and 20%.
Users who watch at least 2 videos see an increase in retention, ranging from 20% to 25%.
Users who watch 3 or more videos have a retention rate of over 25%.
This data suggests a positive correlation between the number of videos watched and user retention. The more videos a user watches, the higher the likelihood they will remain engaged with the platform.
Solution
Solution
To capitalize on this observed behavior and further boost user retention, the Kuncie platform has introduced a system of "learning progress" and rewards. This system likely tracks a user's progress as they watch more videos and offers them rewards or achievements as they hit certain milestones. The goal of this system is to motivate users to continue watching more videos, thereby increasing their engagement and retention on the platform.
In summary, the Kuncie platform identified that watching more videos leads to higher user retention. To encourage this behavior, they introduced a system that tracks users' learning progress and rewards them for watching more content. This system aims to motivate users to stay engaged and continue learning on the platform.
To capitalize on this observed behavior and further boost user retention, the Kuncie platform has introduced a system of "learning progress" and rewards. This system likely tracks a user's progress as they watch more videos and offers them rewards or achievements as they hit certain milestones. The goal of this system is to motivate users to continue watching more videos, thereby increasing their engagement and retention on the platform.
In summary, the Kuncie platform identified that watching more videos leads to higher user retention. To encourage this behavior, they introduced a system that tracks users' learning progress and rewards them for watching more content. This system aims to motivate users to stay engaged and continue learning on the platform.
figure 1.1. Ideation & Prioritization
The Process
The Process
Reward Users
Reward Users
Based on Gabe Zichermann devised a hierarchy of rewards based on their relative power to drive engagement and retention, which is remembered easily with the acronym SAPS, The cheapest and most powerful is the status (e.g VIP perks, points, badges, and leaderboard)
Based on Gabe Zichermann devised a hierarchy of rewards based on their relative power to drive engagement and retention, which is remembered easily with the acronym SAPS, The cheapest and most powerful is the status (e.g VIP perks, points, badges, and leaderboard)
figure 1.2. Hierarchy of Rewards
Learning Progress
Learning Progress
Create a feature for users that can achieve a specific rank status on Kuncie by how much total users learn from watching videos (goals) and also they can claim keys as rewards when unlocking new rank.
User can share their rank on social media like the Instagram stories to show their status and create FOMO vibes with the others so Kuncie potential users can also register and start learning
Create a feature for users that can achieve a specific rank status on Kuncie by how much total users learn from watching videos (goals) and also they can claim keys as rewards when unlocking new rank.
User can share their rank on social media like the Instagram stories to show their status and create FOMO vibes with the others so Kuncie potential users can also register and start learning
Result
Result
Increase MAU to 7% in the first-month release
Increase MAU to 7% in the first-month release
✨Thanks for reading until the end✨