Context:

Many of our Financial Institutions had expressed interest in a loyalty product that would integrate into their existing mobile banking application.  Our job was to launch a pilot with a limited number of customers that would serve as a proof of concept prior to launch.  During this pilot we were able to split tested two different approaches.  One of which included a form of gamification

Questions:

• Will a loyalty program increase user engagement?
• Will a gamified experience lead to more engagement over a traditional loyalty experience?

My Role:

Was to start by conducting user research and test a variety of different approaches on gamification through experimentation on Amazon turk.  Taking in the data and insights through the experimentation I designed an experience for the pilot.  Throughout the design process we prototyped, tested and iterated on the design using various stages of fidelity.

Pilot Results:

• 90% participation rate among users who opted in
• Normal banking activities increased 526% in 30 day period

Skills Used:

User research, Prototyping, Paper Prototyping, User Testing Split Testing, Wireframes, Visual Design