Premise needed a way to improve user retention and increase engagement in order to boost Premise task submissions. We decided to implement a gamified challenge on both a weekly and monthly basis to meet these objectives.
We were experiencing low long term user engagement. Most new users were active for 1-3 days but didn't revisit. Also, current users initially submitted tasks often but stopped after 3-4 weeks.
Provide a delightful and interactive monthly challenge with rewards and advanced task access to motivate user participation.
Provide a straightforward experience for first time users by displaying the tutorial once they tap the banner.
Display the monthly challenge banner status in the 'Task marketplace' for easy tracking and to encourage users to maintain their streaks.
Let users know whether they have maintained their weekly streaks or not.
This feature provides them with motivation to complete 4 weeks and double their tickets.
Either swiping the cards or tapping the progress bar allows users to check the ticket numbers for each week.
Tapping the question icon shows information on 'How the challenge works' through the bottom sheet.
From past interviews, I started with the question “Why is there a lack of user retention and engagement in the app?”
Based on interviews, I created a user journey map for new users to identify their pain points and find opportunities to improve their experiences.
Compared my assumptions with insights from the user interviews. It helped me focus on what problems to solve.
People always prefer high paying tasks.
Most people want fast and simple tasks to complete.
Even if the payment is low, they can make it up with volume.
Even if there aren't enough tasks available at the moment, people will check the app again later.
Users are unaware that there are tasks to be completed nearby because there is no live notification feature.
Users have no motivation to complete tasks everyday because the difficulty level of some tasks affects how often they revisit the app.
People will achieve their own side income expectations.
Most people realize that in order to reach their side income goals, they will need to learn how to complete difficult tasks that pay significantly more than low paying easy tasks.
At the beginning, if the difficulty level is too high, users will give up quickly because they will get frustrated. We should encourage users to build a habit by promoting easy tasks.
By gradually increasing the difficulty based on the success rate of the users’ submissions, they will complete harder tasks over the long run.
At first we thought it was about getting users motivated to use the app. However after interviewing users, we realized that motivation is not enough to get consistent engagement. Instead we think it’s more about building a habit so they use the app daily.
I had 4 different concepts for the features. After a design critique with designers, researchers, and a PM, we chose 3 concepts to implement and challenge.
Users can check their monthly challenge on the new banner in the Task Marketplace. It shows weekly progress, remaining days, encouragement, and recommended tasks for users who complete them early.
Separating it from the carousel makes it more visible and avoids swiping with other bonus rewards runs.
We offer recovery tasks for weekly tasks (4-week streaks). We only provide one chance to recover their streaks, and users should complete the specific tasks that we suggest. Once they complete this recovery task, they can maintain their streaks.
I Iterated multiple times before we conducted the user testing!
We conducted user testing through Lookback with 19 participants, including both current users and people who have never used the Premise app. Additionally, we separated groups A and B to compare different design elements.
Research Goals:
Through usability testing, I was able to validate design problems by observing which steps confused users, therefore evaluating for a better user experience.
We have weekly and monthly challenges. Since our app targets over 130 countries, I had to consider accessibility, internationalization.
Users can check their monthly challenge status on the 'Task marketplace'. It reminds them of their streaks as well as encourage them to see how many days are left.
Happy path- Completed 4 weeks
Reminder count 3 days ahead of each week.
Unhappy path - Missed week 1 and week 2.
Once it's tapped, it connects to the detail page.
First time user tutorial helps users understand. Even if they skip this, they can access the info by tapping the question icon in the detail page.
First-time user explanation pops up when users tap the monthly challenge banner for the first time.
Explain about the monthly challenge and connect it to the detail page.
Even if users skip or forget how it works, tapping the question icon shows info about this challenge.
Users can check next week challenge starts and previous week's work process by swiping cards.
Swiping cards allows users to check when the next week challenge starts and previous week's status.
Count ticket number when users submit the task and it shows the progress status.
'Go to Task marketplace' button connects to the 'Task marketplace' where users can do any tasks.
Tapping the question icon shows how the challenge works.
Unhappy path, 7 day banners, 7 days challenge, 7 tasks per week
Unhappy path of monthly challenge
7 day banner shows Monday to Sunday.
7 days challenge requires 1 task per day.
Submit 7 tasks per week for a month.
Figuring out why we have low user retention via user interviews was the first step, and it provided deeper insights into user perspectives. Based on their experiences, I created a new user journey map, which helped understand what new users want and how they behave when using the Premise app.
Since Premise wants many diverse scenario designs for monthly and weekly challenges in multiple languages, I had to adjust the design for accessibility, internationalization, and localization. It was an exciting design challenge that required more thought and insight.
I'm looking forward to discussing this project in more detail. Please contact me if you want to know more about this project or have any questions.
