TribeZ
With the weekly TTV target looming one April morning, our sprint meeting began by addressing the glaring gap we needed to close. We needed a feature that could ignite engagement within the app for the week.
With summer in full swing, I proposed an idea that encouraged group spending, aligning with the season’s social vibe as teens were out and about enjoying their break.
This led to the creation of a gamified feature aimed at boosting engagement and driving TTV through collective spending. Inspired by teenagers' passion for gaming and social interactions, users could form tribes, complete quests, and level up together. Built with a business-focused mindset and agile design, TribeZ achieved a 23% increase in daily transactions within that week.
Role
Lead Product Designer
Impact
TTV ~￪23%
Timeline
Research : 1 week
Design: 2 days
—— PROJECT OVERVIEW ——
—— PROJECT OVERVIEW ——
—— PROJECT OVERVIEW ——
During one of our weekly brainstorming sessions, I proposed an idea tailored for the summer season—a time when teenagers, our primary audience, were more likely to meet up and explore the city.
This led to TribeZ, a gamified feature that encouraged collective spending by forming groups and completing quests together. By blending insights from user research and the gaming interests of teenagers in the UAE, we designed an engaging solution that not only resonated with users but also delivered a measurable business impact.
During one of our weekly brainstorming sessions, I proposed an idea tailored for the summer season—a time when teenagers, our primary audience, were more likely to meet up and explore the city.
This led to TribeZ, a gamified feature that encouraged collective spending by forming groups and completing quests together. By blending insights from user research and the gaming interests of teenagers in the UAE, we designed an engaging solution that not only resonated with users but also delivered a measurable business impact.
During one of our weekly brainstorming sessions, I proposed an idea tailored for the summer season—a time when teenagers, our primary audience, were more likely to meet up and explore the city.
This led to TribeZ, a gamified feature that encouraged collective spending by forming groups and completing quests together. By blending insights from user research and the gaming interests of teenagers in the UAE, we designed an engaging solution that not only resonated with users but also delivered a measurable business impact.
—— BUSINESS STRATEGY ——
—— BUSINESS STRATEGY ——
—— BUSINESS STRATEGY ——
Our challenge was twofold:
Increase TTV by driving higher daily transactions.
Engage both individual users and their social circles to create a viral effect.
Additionally, we needed a feature that would feel natural for teenagers while balancing the fast-paced nature of a startup environment, where decisions and iterations must happen quickly.
Our challenge was twofold:
1. Increase TTV by driving higher daily transactions.
2. Engage both individual users and their social circles to create a viral effect.
Additionally, we needed a feature that would feel natural for teenagers while balancing the fast-paced nature of a startup environment, where decisions and iterations must happen quickly.
Our challenge was twofold:
Increase TTV by driving higher daily transactions.
Engage both individual users and their social circles to create a viral effect.
Additionally, we needed a feature that would feel natural for teenagers while balancing the fast-paced nature of a startup environment, where decisions and iterations must happen quickly.
—— USER RESEARCH ——
—— USER RESEARCH ——
User Context:
While working in the customer support team, I frequently interacted with users and noticed a recurring theme—teenagers loved gaming and social interactions. This insight became the foundation for our solution.
Business Alignment:
To achieve our TTV goals, we needed a feature that encouraged higher transaction frequency and group participation in spending.
User Context:
While working in the customer support team, I frequently interacted with users and noticed a recurring theme—teenagers loved gaming and social interactions. This insight became the foundation for our solution.
Business Alignment:
To achieve our TTV goals, we needed a feature that encouraged higher transaction frequency and group participation in spending.
User Context:
While working in the customer support team, I frequently interacted with users and noticed a recurring theme—teenagers loved gaming and social interactions. This insight became the foundation for our solution.
Business Alignment:
To achieve our TTV goals, we needed a feature that encouraged higher transaction frequency and group participation in spending.
—— THE SOLUTION ——
—— THE SOLUTION ——
TribeZ was designed as a gamified feature where users could:
Form Tribes: Create or join groups to unlock collective spending power.
Complete Quests: Earn rewards by completing challenges tied to in-app transactions.
Level Up: Progress to new levels as a tribe, unlocking exclusive perks and rewards.
This feature created a sense of urgency and collaboration, driving daily activity on the app while encouraging users to spend collectively.
TribeZ was designed as a gamified feature where users could:
1. Form Tribes: Create or join groups to unlock collective spending power.
2. Complete Quests: Earn rewards by completing challenges tied to in-app transactions.
3. Level Up: Progress to new levels as a tribe, unlocking exclusive perks and rewards.
This feature created a sense of urgency and collaboration, driving daily activity on the app while encouraging users to spend collectively.
TribeZ was designed as a gamified feature where users could:
Form Tribes: Create or join groups to unlock collective spending power.
Complete Quests: Earn rewards by completing challenges tied to in-app transactions.
Level Up: Progress to new levels as a tribe, unlocking exclusive perks and rewards.
This feature created a sense of urgency and collaboration, driving daily activity on the app while encouraging users to spend collectively.
—— RESULTS & IMPACT ——
—— RESULTS & IMPACT ——
Business Outcome:
TribeZ became a significant driver for our TTV metric, contributing to a 23% increase in daily transactions and helping us achieve our monthly targets.
User Engagement:
70% of active users joined tribes within the first week of the feature’s launch.
Tribes that completed quests were 40% more likely to make repeat transactions.
Business Outcome:
TribeZ became a significant driver for our TTV metric, contributing to a 23% increase in daily transactions and helping us achieve our monthly targets.
User Engagement:
1. 70% of active users joined tribes within the first week of the feature’s launch.
2. Tribes that completed quests were 40% more likely to make repeat transactions.
Business Outcome:
TribeZ became a significant driver for our TTV metric, contributing to a 23% increase in daily transactions and helping us achieve our monthly targets.
User Engagement:
70% of active users joined tribes within the first week of the feature’s launch.
Tribes that completed quests were 40% more likely to make repeat transactions.
—— LEARNINGS ——
—— LEARNINGS ——
On launch day, we noticed a spike in user queries about how the feature worked and how rewards were earned. To address this, I designed a 'HOW TO' guide, which significantly reduced support tickets and improved user understanding.
On launch day, we noticed a spike in user queries about how the feature worked and how rewards were earned. To address this, I designed a 'HOW TO' guide, which significantly reduced support tickets and improved user understanding.
On launch day, we noticed a spike in user queries about how the feature worked and how rewards were earned. To address this, I designed a 'HOW TO' guide, which significantly reduced support tickets and improved user understanding.
IN CONCLUSION…
IN CONCLUSION…
TribeZ started out as an experiment with the aim of fostering a 'Zywa' community within the UAE. Designing this feature taught me the power of using gamification to drive meaningful engagement while creating a sense of belonging among users. It pushed me to think beyond individual user interactions and design for a collective experience. Though it began as a trial, TribeZ became a valuable lesson in blending user-centered design with community building—a takeaway I carry into every project.
TribeZ started out as an experiment with the aim of fostering a 'Zywa' community within the UAE. Designing this feature taught me the power of using gamification to drive meaningful engagement while creating a sense of belonging among users. It pushed me to think beyond individual user interactions and design for a collective experience. Though it began as a trial, TribeZ became a valuable lesson in blending user-centered design with community building—a takeaway I carry into every project.
TribeZ started out as an experiment with the aim of fostering a 'Zywa' community within the UAE. Designing this feature taught me the power of using gamification to drive meaningful engagement while creating a sense of belonging among users. It pushed me to think beyond individual user interactions and design for a collective experience. Though it began as a trial, TribeZ became a valuable lesson in blending user-centered design with community building—a takeaway I carry into every project.
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