Problem overview
We faced a challenge: free users, given 5 hearts (5 lessons), were only completing about 2.9 ~ 3 lessons on average, while pro users were finishing 8. To increase engagement among free users, I designed a reward system that boosted motivation by awarding progressive XP points for each completed lesson, paired with engaging animations. Users earned +500 XP per lesson, with a 1,000 XP bonus for completing all 5 lessons.
To reinforce the value of the XP and drive continued engagement, a nudge on the home page highlighted rank improvements after each lesson, creating a compelling feedback loop. This approach successfully increased lesson completion rates, turning a challenge into an opportunity for growth.
My contribution
As the product designer for this feature, I was responsible for the end-to-end design of the 'Lesson XP rewards' feature. My contributions included:
User Experience Design
User Interface & Visual Design
Animation handoff
Sound Design
Data Analysis: Analyzed user behavior data from our analysis tool to understand why free users were not completing all their lessons. This included identifying drop-off points and understanding motivational barriers.
Based on the insights, I proposed the 'Lesson XP Rewards' system to create a more engaging and rewarding learning experience for free users. The idea was to gamify the process, leveraging progressive rewards and visual feedback to encourage continued participation.
User Experience Design: Designed the flow from lesson completion to reward feedback, making sure the experience is smooth and keeps users motivated to keep learning.
User Interface & Visual Design: Crafted a simple and clear interface for the XP rewards system, using visual cues to highlight user progress and achievements.
Animation and Sound Design: Added animations to celebrate each lesson completion and subtle sound cues to make the rewards feel more satisfying and encourage ongoing participation.
After launching the initial version of the "Lesson XP" widget with the assumption that incentives would motivate users to complete lessons, we discovered that this approach wasn't sufficient. The primary issue was a lack of clarity about the purpose of the XP earned.
To address this, we revised the copy and added a nudge directing users to the "Leagues" page, where they could clearly see how their earned XP impacted their rank.
When users achieve the
maximum reward of the day.
A toast notification to boost engagement and showcase the value of XP.
Escape bottom sheets designed in a way to ensure that retention stays on point.
Challenges
Handoff
Lately a firm believer of - "A great design is one with the best handoff files."
👆🏻 Glimpse of handoff file for this project
