Quizy
Client of Sketch Brahma Technologies
Industry
Gaming
Product Type
Mobile App
Services Offered
UX Research
UI Design
Prototyping
Micro Interaction
Motion Design
Stack
Figma
Lottie
Miro
Illustrator
Solution Offered
Increased Retention Rate
Improved Stickiness Rate
Increased Avg. Session Length
Reduced Churn Rate
Increased Avg. Revenue Per User (ARPU)
Overview
Quizy is a real money based information gamifying platform where people learn about the latest topic & trending news through quizzes.
Understand
Lightning talk from Stake holders
Pain Point
The app faced a significant issue with diminishing player retention
Retention rate is less than 3% for 28 days
The users are not staying engaged with the app for extended periods
The users are not playing more than one game per session
Churn rate for 90 days is too high
How Might We
How might we enhance user engagement to increase the retention rate and stickiness rate?
How might we optimize the user experience to extend the average session length and encourage users to play more games per session?
How might we implement strategies to effectively reduce churn rate and retain users over an extended period?
How might we design and implement features that lead to an increase in the average revenue per user, ensuring sustained monetization growth?
Understanding Domain
Even tho I used to play a lot of games, I never cared about the business point of view. Being this as my first puzzle game product, i started with understanding the key metrics necessary for a successful product.
I came across this great article by Kevuru Games.
Understanding Quizy
Usability Study
Conducted usability study with 2 other participants noting their findings and pain points and to understand the product as well
Define
Goal, Signal & Metrics
Sticking on to the Google core Heart framework methodology to define the core objective and goal of the product
Sketch & Decide
Comparable Problems
Since, there wasn’t any time to conduct qualitative & quantitative research with real users, my approach was to look at other successful brand stories and take inspiration from it
Wireframe
Created the solution wireframe with the comparable problem case studies found and with the knowledge I gathered over a couple of years.
Prototype
Applying the Hook Model to increase user engagement
Trigger - Daily Challenge
Nudging the users with new challenges everyday, to increase the Daily active users
Action - Swappable games
Emphasizing an aha moment as an uncompleted task, triggering the user psychologically to complete it. “Goal Gradient Effect” inspired from Starbucks
Variable Reward - Badges
Rewarding the user with variable badges every single time to make user feel more satisfied, creating a motivation to return back and collect more
Outcome
Daily active user grew by 366% in 90 days
28 days Retention rate increased from 2.14% to 5.97%
Boosting engagement through social interactions
Challenge a Friend
Allowing user to challenge between friends creating a social interaction within the app to increase the session time & game per session rate. “Social Engagement Gamification” inspired from Byjus
Personalised trigger
The challenge triggers a personalised push notification to the user. User tend to react when a real human or friends get in contact, increasing the possibility of engagement.
Outcome
Push Notification CTR increased by 81% in 90 days
Amplifying User Acquisition by Igniting User Greed into Referral Rewards
Estimated Earnings
Being this a Real-Money involving game, the majority user’s mindset is to earn more money. And its easy to Trigger the greed of user with this mindset.
The idea is to get permission to user’s contacts. Further nudging them with possible earning if he invites all the members in the contact list.
Outcome
Referral per user rate grew by 87.46% in 90 days
Providing better transparency & Contextual help to create trust among users
Contextual Help
Helping user to get familiar with the terminology & their purpose for guiding and reducing the need to rely on their memory
Transparency
Providing transparent instructions to withdraw to reduce the error rate and to create trust before user hits with a disappointment
Outcome
Withdraw error rate reduced by 41%
Add to money task success rate increased by 19.82%
Design System improving Consistency & Standands
Login with Truecaller
Better Navigation
Rewardful Completion
Content Prioritized Leaderboard
Consistent Iconography & Logical Grouping
Aesthetically pleasing Profile Page
Improved visibility on Referral Progress