Increase Campaign.com User Engagement & Retention — UX Case Study

⚠️ Disclaimer: I am joining UI/UX Bootcamp on Skilvul which cooperates with DTS Kominfo Indonesia and Campaign (as a challenge partner). I am not employed or bound by a professional contract with Campaign. Also, please remember that any fonts, colors, and contents are belonging to Campaign. I use those stuff only for learning materials.

What is the background of the problem?

Campaign.com or Campaign is a social action platform founded in 2015. Campaigns provide a new experience in taking action on social issues through a feature called Challenges. For the most part, users need a few days to complete the challenge.

However, getting users to complete challenges by taking action over a few days is not easy. Some users often do not complete their challenges consistently for various reasons. Therefore it is needed so that users remain motivated to take action every day in the application. But how do keep users motivated?

So the goal is

Increasing Campaign’s user engagement and retention by building a gamification system to be additional motivation for users to take action and complete their challenges, with the main objectives are:

1. Attract users to be more active and consistently complete their challenges.
2. Grant more appreciation and rewards to the users who have actively cared about social issues.

Responsibility in team

In this team, I am a UI/UX Designer who collaborates with 3 team members, Zulfa Mahda Mutia, & Yulinda Ramadhana. My responsibilities are:

1. Identifying the main problem/pain points.
2. Discuss and collaborate in finding the right solution for the identified problems ( focus on the challenge and the notification of getting points upon completion and bonus points if you reach the end. And in the profile leaderboard section ).
3. Realizing solution ideas by using the design process.
4. Creating UI design, Prototyping, and performing usability testing.

Design Process

For this case, we use Design Thinking as our design process approach. Design thinking allows taking a look at problems from a completely different perspective. It’s easier to integrate the needs of people, the possibilities of technologies, and the requirements for business success.

In this stage, we use Secondary Research method by doing:

1. Collect and summarize existing published data (AMA Session with Campaign.com).
2. Do competitor analysis.
3. Search for any feedback at App Store/Play Store from similar apps.
4. Look for any case references from some credible sources.

2. Define — State Users’ Needs and Problems

After understanding user needs, we accumulate the information, analyze our data, and synthesize them to define the user’s core problems or pain points.

Based on pain points that we have found, we use How Might We method and write down every opportunity that’s possible to solve the pain points.

After every opportunity was defined, we voted to decide which How Might We that we’ll use to ideate the solution idea. And the final output is Achievement and Rewards.

3. Ideate — Challenge Assumptions and Create Solution Ideas

Ideate is a stage where we look for alternative ways to view the problem and identify innovative solutions to the problem.

A. Solution Idea & Affinity Diagram

We try to think ‘Out of the Box’ based on ‘How Might We’ we have, to innovate solutions as much as possible. After all, solutions were identified, we group them into several categories, this is called Affinity Diagram. We have 3 categories: Collaboration / Invite Friends, Rank/Level & Exclusive Reward, & Notify Status Bar.

B. Prioritization Idea

And we prioritize the solutions based on their value & effort. The highest value with fewer efforts will be the first priority to be executed.

We have chosen 1 category to do right now! Those are Point and Leaderboard.

C. Task & User Flow

D. Wireframe

Wireframing aims to represent information in the interface, gives structure and layout outline, and speed up the ideation process.

E. UI Styleguide

UI Styleguide is so important. It guides us as a team to keep in line with the brand’s style and identity, it’s also important to keep creating great hierarchy and proportions, and also it makes our work easier because of the instance components.

Here we define the color palette, typography or text style hierarchy, and some components such as dropdown, text field, button, etc.

F. UI Design

After all the long journey that we have been through, finally, it’s time to create the high-fidelity UI designs based on wireframe that we have created.

Note: Sometimes, we accidentally find a better way to execute the interface, So, it’s okay to improve the design, and does not match with what is depicted on the wireframe. But also, all the information listed must be even.

4. Prototyping

5. Testing — Try the Solutions Out

We conducted Usability Testing on respondents to determine the success rate of our design solutions, with some graphic results from respondents:

Using the Interview Survey method, we asked the respondents several questions about social issues. We get compliments and also feedback about the design and features, such as

“The homepage user interface is really cool. Social activity category feature, because you can easily check according to the desired category. It’s fun to see the option to take the challenge because it makes you curious”

Conclusion

Based on all the processes that have been carried out to solve the pain points, such as if a user completes the challenges inconsistently, lack of appreciation and rewards, etc. Gamification is a great idea to be implemented in Campaign. By validating the final result by doing Usability Testing for our design solutions (Leaderboard, Event Reward, and Point), respondents are satisfied, and interested in the solutions that we offer.

Thanks a lot for reading! Hopeful you enjoyed this UX case study. If you have any feedback, I’d like to hear from you. Contact me at myaasiinh@gmail.com or connect with me on LinkedIn.