RewardZ
RewardZ
As a team, through continuous observation of spending habits, we discovered that teens in the UAE are passionate about gaming, shopping, spending, and, unsurprisingly, free rewards!
Building on the success of TribeZ, the feature was redesigned to include streaks and individual tasks, allowing users to win rewards. Tailored to resonate with teen users' habits, this gamified approach drove consistent engagement and led to a 31% increase in TTV within the first week.
Role
Lead Product Designer
Impact
TTV ~￪31%
Timeline
Research : 1 week
Design : 1 day
—— PROJECT OVERVIEW ——
—— PROJECT OVERVIEW ——
While TribeZ successfully demonstrated the appeal of gamification, it also exposed certain limitations—some users struggled with the group-centric format, feeling left out if their tribe wasn’t as active.
Recognizing this, we developed RewardZ, an individual-focused feature that retained the thrill of gamification while addressing these gaps. By incorporating streaks and personalized rewards, RewardZ created a sense of achievement and motivation for every user, leading to higher engagement and a broader reach.
While TribeZ successfully demonstrated the appeal of gamification, it also exposed certain limitations—some users struggled with the group-centric format, feeling left out if their tribe wasn’t as active.
Recognizing this, we developed RewardZ, an individual-focused feature that retained the thrill of gamification while addressing these gaps. By incorporating streaks and personalized rewards, RewardZ created a sense of achievement and motivation for every user, leading to higher engagement and a broader reach.
—— THE PROBLEM ——
—— THE PROBLEM ——
Users highlighted two key challenges with TribeZ:
Exclusivity Issues: The group-focused dynamic often left less-active users feeling excluded, reducing their overall engagement with the app.
Lack of Individual Recognition: Many users sought a way to achieve personal milestones and rewards without relying on their tribe's performance.
We identified these gaps as opportunities to create a more inclusive experience, boosting user satisfaction and participation by offering tailored, individual-focused gamification.
Users highlighted two key challenges with TribeZ:
Exclusivity Issues: The group-focused dynamic often left less-active users feeling excluded, reducing their overall engagement with the app.
Lack of Individual Recognition: Many users sought a way to achieve personal milestones and rewards without relying on their tribe's performance.
We identified these gaps as opportunities to create a more inclusive experience, boosting user satisfaction and participation by offering tailored, individual-focused gamification.
—— BUSINESS STRATEGY ——
—— BUSINESS STRATEGY ——
RewardZ was designed to address the need for sustained user engagement while directly supporting our north star metric. By focusing on individual streak-based challenges, the strategy aimed to:
Drive Consistent Engagement: Encourage users to interact with the app regularly through rewards tied to daily activity.
Increase User Retention: Offer personalized challenges to keep users returning to the app for the promise of rewards.
Attract New Users: Create buzz around the streak-based mechanics, appealing to users who value gamified experiences.
Activate In-App Currencies: Previously, the team introduced Zywa’s in-app currencies, Zems and Zyon (with Zems holding higher value). Many users had accumulated significant amounts of these currencies, and this feature was designed to encourage their active utilization.
RewardZ was designed to address the need for sustained user engagement while directly supporting our north star metric. By focusing on individual streak-based challenges, the strategy aimed to:
Drive Consistent Engagement: Encourage users to interact with the app regularly through rewards tied to daily activity.
Increase User Retention: Offer personalized challenges to keep users returning to the app for the promise of rewards.
Attract New Users: Create buzz around the streak-based mechanics, appealing to users who value gamified experiences.
Activate In-App Currencies: Previously, the team introduced Zywa’s in-app currencies, Zems and Zyon (with Zems holding higher value). Many users had accumulated significant amounts of these currencies, and this feature was designed to encourage their active utilization.
—— USER RESEARCH ——
—— USER RESEARCH ——
To shape RewardZ, we conducted targeted user research to better understand motivations, preferences, and barriers:
User Interviews: Engaged with teen users to explore what kept them returning to apps and uncovered that short-term, achievable goals paired with tangible rewards were highly motivating
Surveys: Polled users to gather insights into their favorite gamified experiences, identifying streak mechanics as a familiar and enjoyable feature
Behavioral Data Analysis: Reviewed app usage patterns from TribeZ to understand engagement drop-off points, which highlighted the need for features that maintained individual momentum
Pain Points: Found that while TribeZ encouraged collaboration, some users preferred features that celebrated personal achievements rather than group milestones
These findings guided the design of RewardZ to align with individual user motivations while fostering long-term engagement.
To shape RewardZ, we conducted targeted user research to better understand motivations, preferences, and barriers:
User Interviews: Engaged with teen users to explore what kept them returning to apps and uncovered that short-term, achievable goals paired with tangible rewards were highly motivating
Surveys: Polled users to gather insights into their favorite gamified experiences, identifying streak mechanics as a familiar and enjoyable feature
Behavioral Data Analysis: Reviewed app usage patterns from TribeZ to understand engagement drop-off points, which highlighted the need for features that maintained individual momentum
Pain Points: Found that while TribeZ encouraged collaboration, some users preferred features that celebrated personal achievements rather than group milestones
These findings guided the design of RewardZ to align with individual user motivations while fostering long-term engagement.
—— THE SOLUTION ——
—— THE SOLUTION ——
RewardZ was designed to address user preferences for individualized engagement while maintaining the excitement of gamified features. The feature introduced:
Streaks: A mechanic to motivate consistent app use by rewarding users for completing tasks on consecutive days
Scratch and Reveal: A playful addition that added an element of surprise, allowing users to unlock rewards in a tactile, engaging way
Revamped Interface: A more visually stimulating design, featuring vibrant colors, dynamic animations, and intuitive buttons tailored to enhance the gamified experience
By combining these elements, RewardZ delivered a fresh, engaging experience that kept users motivated and returning daily while maintaining the core value of fostering financial independence.
RewardZ was designed to address user preferences for individualized engagement while maintaining the excitement of gamified features. The feature introduced:
Streaks: A mechanic to motivate consistent app use by rewarding users for completing tasks on consecutive days
Scratch and Reveal: A playful addition that added an element of surprise, allowing users to unlock rewards in a tactile, engaging way
Revamped Interface: A more visually stimulating design, featuring vibrant colors, dynamic animations, and intuitive buttons tailored to enhance the gamified experience
By combining these elements, RewardZ delivered a fresh, engaging experience that kept users motivated and returning daily while maintaining the core value of fostering financial independence.
A gamified system was designed where users could complete daily quests to earn in-app currencies, zems and zyons.
Upon completing each quest, users earned the chance to spin the wheel and unlock a surprise reward.
A gamified system was designed where users could complete daily quests to earn in-app currencies, zems and zyons.
Upon completing each quest, users earned the chance to spin the wheel and unlock a surprise reward.
We added fun, interactive elements to keep users engaged and make the transition to the new feature feel natural and effortless.
We added fun, interactive elements to keep users engaged and make the transition to the new feature feel natural and effortless.
Scratch to reveal reward feature
Stories to onboard and introduce the feature
We kept the design vibrant and playful to resonate with our teen audience.
RewardZ landing screen
RewardZ landing screen
Homescreen banner
Homescreen banner
Leaderboard screen
Leaderboard screen
—— RESULTS & IMPACT ——
—— RESULTS & IMPACT ——
Business Outcomes:
31% Increase in TTV: The launch of RewardZ led to a substantial 34% boost in Total Transaction Value within just the first two weeks, demonstrating its direct impact on business growth
User Engagement:
High Daily Usage: 72% of users who interacted with the feature maintained daily engagement for two consecutive weeks, indicating strong user retention and sustained interest in the gamified experience
Business Outcomes:
31% Increase in TTV: The launch of RewardZ led to a substantial 34% boost in Total Transaction Value within just the first two weeks, demonstrating its direct impact on business growth
User Engagement:
High Daily Usage: 72% of users who interacted with the feature maintained daily engagement for two consecutive weeks, indicating strong user retention and sustained interest in the gamified experience
IN CONCLUSION…
IN CONCLUSION…
This particular sprint and feature design holds a special place in my heart. Working at an early-stage startup came with its challenges, and this was one of the toughest hurdles I overcame—powered by a sleepless night. However, it taught me invaluable lessons about thriving under tight deadlines, a skill that continues to shape my approach to design.
This particular sprint and feature design holds a special place in my heart. Working at an early-stage startup came with its challenges, and this was one of the toughest hurdles I overcame—powered by a sleepless night. However, it taught me invaluable lessons about thriving under tight deadlines, a skill that continues to shape my approach to design.
This particular sprint and feature design holds a special place in my heart. Working at an early-stage startup came with its challenges, and this was one of the toughest hurdles I overcame—powered by a sleepless night. However, it taught me invaluable lessons about thriving under tight deadlines, a skill that continues to shape my approach to design.
You can reach out to me at adesh169@pratt.edu
Copyright © 2024 Areen Deshmukh | Last updated February 2025
You can reach out to me at adesh169@pratt.edu
Copyright © 2024 Areen Deshmukh | Last updated February 2025
You can reach out to me at adesh169@pratt.edu
Copyright © 2024 Areen Deshmukh | Last updated February 2025