Gamifying career advancement to drive user engagement
Client
Edvanza
Focus
Product Strategy, Gamification
Role
User Researcher, Product Strategist
The Challenge
To identify different user needs and keep them engaged in the app through gamification.
The users
From the user research, analytics in Edvanza’s beta app and interviews, we identified 3 types of users. Each person has different career goals based on their preferences and stages in their career.
Hover or press on their images to find out.
Fresh Graduate
Explorer
Young Professional
Up-skiller
Experienced Professional
Socialiser
How must we design an app experience that solves these pain points?
01
MODES
Users can choose a mode based on their goals
We created modes that highlight relevant functionalities of the app in the user experience.
From multiple functionalities to one space with interconnected areas.
Socialiser
User goal:
Build network
Explorer
User goal: Land a job
Upskiller
User goal:
Learn new skills
The user can choose a mode based on their personal goal and the app contents adapt.
Up-Skiller Mode
Are you looking to learn new skills?
Explorer Mode
Are you looking to land that next job?
Socialiser Mode
Are you looking to expand your network?
02
POINTS
Users receive points for actions done in the app
Career goals are long term so users need to feel a sense of progress as they do tasks within the app.
Upon onboarding, the points system is introduced to the user.
Upon finishing certain tasks in the app (i.e. onboarding or adding date), the user will receive points.
03
REWARDS
Users can exchange points to rewards
As users collect points, they can exchange it for rewards such as access to learning modules or networking events.
Users can exchange points for rewards from their profile.
Recommended rewards are personalised for the user based on their chosen mode and points collected.
Result
A gamified app experience that helps users achieve their professional goals and a roadmap for growth for Edvanza that includes a Mentorship pillar in the product.
Check out their website at: www.edvanza.com
