Creating a gamified mobile experience within the Everyday Rewards app that resulted in a 67% increase in user engagement and a 152% conversion rate.
This initiative was aimed to boost customer engagement and loyalty, we developed Spin Surprise, a gamified mobile app for Everyday Rewards. This innovative platform, delivered as a fully native app on both iOS and Android, provides users with a fun and interactive way to win exciting rewards.
increase in user engagement with the Spin Surprise feature during the campaign period.
increase in the conversion rate for purchases among users who interacted with Spin Surprise.
Everyday Rewards aimed to increase user engagement and revitalise interaction with the brand. Everyday Rewards as a brand was looking for initiatives that created excitement and interactivity and wanted to capture user attention and foster a sense of fun and reward within the program.
Our journey began with a robust quantitative analysis, utilising techniques like Kano testing with large customer pools which we gathered a lot of feedback. This research revealed a strong desire for a "surprise and delight" feature within Everyday Rewards, validating our intuition that this functionality would resonate with customers. This data-driven approach provided a solid foundation for the project.
With a clear understanding of user needs, we embarked on a collaborative process of creating user flows. These hand-drawn flows served as a blueprint for the game's mechanics, meticulously mapping out each step of the user journey. This collaborative approach ensured that we considered every possible interaction and identified potential pain points early on.
To further refine our concept, we conducted extensive customer research, employing qualitative methods to gain deeper insights. These tests helped us validate our assumptions, identify potential pain points, and understand customer expectations regarding prize types and overall experience. The findings from this research directly influenced our recommendations to the marketing team and partners, ensuring alignment with customer preferences.
We designed an engaging and interactive Spin Surprise experience within the Everyday Rewards app. The spin wheel, redemption steps, and persistent booster card create a seamless and exciting user journey, encouraging members to participate and claim their rewards.
The Spin Surprise banner serves as an enticing entry point to the game, clearly communicating the opportunity to play and win. We tracked the performance of this banner, analysing the correlation between impressions, taps, and overall game engagement.
The data reveals a strong correlation between banner impressions and user taps, demonstrating the effectiveness of the banner as an entry point to the game.
This project proved to be one of the most highly engaged gamification campaigns that was launched for Everyday Rewards, reaching millions of members and driving significant interaction. Its success served as a stepping stone for templating similar experiences for future campaigns. This template enabled efficient development of subsequent initiatives, such as the "Eggy Surprise" and "Snow Globe Shake" campaigns.
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The Spin Surprise banner serves as an enticing entry point to the game, clearly communicating the opportunity to play and win. We tracked the performance of this banner, analysing the correlation between impressions, taps, and overall game engagement.