FREVER
Trophy Hunt: Opposing ideas with Stakeholders
During user testing, we discovered that low user-to-user interactions contributed to feelings of loneliness. We hypothesized that adding group chat and direct messaging features could address this issue.
However, stakeholders prioritized gamification features at the time and raised concerns about GDPR compliance and moderation challenges. To move forward, we focused on bridging the gap between user needs and stakeholder priorities.
Role: UX/UI design
Timeframe: Oct 2020 - Sep 2023
Team: Niklas, Joakim
Context
& Challenges.
A problem was discovered...
During user testing, several users mentioned feeling lonely while using the app. To better understand the issue, we collaborated with the data team to analyze user interactions. The analysis revealed low levels of user-to-user engagement, indicating a lack of meaningful connections. Based on this insight, we hypothesized that introducing basic communication features, such as direct messaging and group chat, could address the problem, as these are commonly used in social media to foster connections.
However, the idea was pushed back by stakeholders...
The stakeholders prioritized the development of gamification features at the time, and expressed concerns about the moderation challenges and potential GDPR compliance risks.
How Might We
enhance user interactions while aligning with stakeholder priorities to bridge their needs effectively?
Brainstorming.
As I conducted more user studies, I consistently received feedback requesting group chat or direct messaging features. Users want to share videos and chat with their friends. After sharing this feedback with the product team, we agreed that we need to brainstorm solutions that meet these user needs while also addressing the stakeholders' priorities.
Research.
After brainstorming, I came up with an innovative idea to incorporate a gamification mechanism into the group chat, making it both a messaging tool and an engaging experience. The challenge now is finding a game that’s fun and suitable for group chat, so we’ve started researching to gather some inspiration.
Comparative Analysis
We conducted a competitive analysis of TikTok, Snapchat, Instagram, and Zepeto, which are considered industry best practices for Frever. We found that all these social media apps include Direct Messaging and Group Chat as essential components. This insight can be a good reference to persuade the CEO of the necessity of these features.
Feature Benchmarking
We found a few apps that incorporate gamified group activities. Although these features aren't directly tied to group chat, analyzing their gamification mechanisms can still provide valuable insights and inspiration.
IMVU
IMVU's chat room feature allows users to interact in customizable virtual environments with their 3D avatars, offering both text and voice chat options. Users can create private or public rooms, engage in interactive activities, all while connecting with others in a social and immersive setting.
Zepeto
The Club feature in Zepeto allows users to join groups that share their interests. Clubs are ranked by the community based on their activity levels, and the ‘Top’ label encourages users to contribute more to their Club.
Highrise
The event and crew features in Highrise allow players to chat with friends in interactive virtual rooms and meet new people from around the world. The addition of leaderboards, prizes, and boost gamification features makes these events more engaging and enjoyable.
How about
combining Game with Group chat ?
Testing
& Iteration.
I developed an innovative game mechanism and created a prototype. To ensure the design truly resonates with users, we conducted user testing. Throughout this process, we gathered detailed feedback on both the mechanics and user experience.
Testing: How is the idea?
Incorporating a trophy hunt into the crew is an innovative concept, and we're unsure how users will react. We need to test key aspects, including how users feel about the crew’s flow and whether the gamification and reward system are easy to understand, to gather valuable feedback.
Result:
The overall feedback is positive. Users enjoy the gamification feature, and the crew's flow is easy to navigate. However, some users initially struggled to understand the trophy hunt feature, and crew owners found it challenging to manage members and adjust settings.
Iteration: Improvements based on testing
Incorporating a trophy hunt into the crew is an innovative concept, and we're unsure how users will react. We need to test key aspects, including how users feel about the crew’s flow and whether the gamification and reward system are easy to understand, to gather valuable feedback.
Before
After
Before
After
Game Mechanism.
The finalized trophy hunt game features a simple mechanism: users earn trophies by posting videos or winning style challenges. The more trophies they collect, the more rewards they can unlock.
Result.
The final design received full support from the CEO, and the data also shows that users are enjoying the trophy hunt game.
Crew Chat: Share the Joy with Friends
In Crew Chat, users can connect with their crew members by sharing their latest thoughts, feelings, videos, and style battles, creating a supportive and enjoyable environment.
Trophy Hunt: Earn Trophies, Contribute Together!
Join the excitement by posting videos and competing in style battles. The crew’s total score reflects the combined efforts of all members. The leaderboard fuels positive competition, making every moment more fun and engaging!
Claim Rewards Together: Team Up for Big Wins!
Join forces with your crew to earn rewards for your combined efforts. Celebrate teamwork, claim your prizes together, and make every moment count!
Crew Management: Simplified management tool
All crew management settings are streamlined in one place, making it easier than ever to manage your crew effortlessly.
