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Increasing Engagement with Kuncie's Gamified Loyalty Feature

Increasing Engagement with Kuncie's Gamified Loyalty Feature

Timeframe

[2022] - [3 two-week sprints]

Brief description

The primary focus of this project is to understand and enhance user retention on the Kuncie platform. The key observation is that user retention is closely tied to the behavior of viewing or watching video content. In simpler terms, the more videos a user watches, the more likely they are to continue using the platform.

My Role

Product Design

Visual Design

Product Strategy

Company

Kuncie by Telkomsel

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

Project Type

Kuncie App

Kuncie Website

Deliverables

high-fidelity mockups

mvp

figma prototype

visual asset

Background

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.

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

Kick-off

Desk Research
Assumptions

Brainstorm

Competitor Analysis

LoFi / HiFi
Design

Design Critique

Iterate

UT using Maze

Iterate

Handover

Prototype

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

✨Thanks for reading until the end✨

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