The project aims to enhance the onboarding and sign-on process at Clear by introducing gamification elements to increase user engagement and retention. The current onboarding process has been identified as lacking in engagement, leading to user drop-offs.
By leveraging gamification principles, the project seeks to incentivize users through rewards, recognition, and other gamified elements. The objective is to create a more interactive and enjoyable onboarding experience, motivating users to actively participate in the platform and fostering long-term engagement.
By implementing gamification, the aim is to improve key metrics such as user activation, retention, and overall user satisfaction. Through this project, the aim is to revolutionize the onboarding process and create a more compelling and immersive user experience.
Impact
In just 10 weeks, we delivered a product that achieved a 90% success rate in notice tracking, 85% user adoption, and generated ₹2.3 Cr in annual revenue. The product quickly became an indispensable tool for over 100 enterprise clients.
My Role
As the Lead Product Designer, I owned the end-to-end product strategy, from initial research and prototyping through to final UX/UI design. Following the successful launch, I transitioned into the Product Manager role, leading the post-launch strategy, driving the AI roadmap, and making key data-driven decisions to scale the product's success.
Team
Founder, Product Head, Leader of Sales, Engineering Head
PROCESS
Design Process
WHERE WE STARTED
Background Study
This involves researching the theory and best practices of gamification and user onboarding, as well as analyzing the target audience, needs and behaviours.
Why is good user onboarding necessary
- This is the first thing a potential user sees when they start interacting with the product
- It helps build relationships and trust
- It improves engagement, adoption and retention rates
- It creates momentum and motivation for the users
The ‘Aha’ moment
The "Aha!" moment in onboarding refers to the moment when a user realizes the value of a product or service and how it can help them achieve their goals. It is a critical moment in the onboarding experience that can lead to increased user engagement and retention
‘Aha’ moment in a Language learning App
The moment where the user realizes that the app has helped him learn a new word in a very natural way
John downloads the app
He starts his first Spanish lesson
He learns a new word “manzana” = “apple”
He reads more food vocabulary
John practices through repetition exercises
He selects the correct translation for a simple sentence
“Ya como una manzana” → “i eat an apple”
Aha moment: John realises he’s learned the
meaning of “como” as “eating” through context
RESEARCH
Competitive Analysis
- Some companies use a learn by doing approach to onboard users, allowing them to interact with the product's features to better understand how to use it.
- Bots are used by some companies to guide users through the onboarding process, providing additional support as needed.
- Empty states are used by some companies to promote new features and provide users with more information about how to use the platform.
- Personalized onboarding experiences are offered by some companies, tailoring the onboarding process to the specific needs and preferences of each user.
- Gamification is used by some companies to incentivize users and make the onboarding process more engaging, helping users learn faster and retain information better.
RESEARCH
Gamification
Since the focus of this project was to engage users, bringing in gamification as a feature for improving the overall onboarding experience and engaging more users to try out the product is a good option to look into.
Humans learn by playing. And the pleasure which derives from playing is a cornerstone of evolution. Satisfaction and accomplishments are powerful motivational tools. Gamification is the perfect balance in the user’s journey that leads to curiosity without generating frustration
Gamification is the craft of deriving all the fun and engaging elements found
in games and applying them to real-world or productive activities
-
Kevin Werbach
Frameworks: FOGG Behaviour Model
The FOGG Behaviour Model, developed by BJ Fogg, is a framework that helps designers understand what motivates users to take action. It is based on the premise that behaviour is a function of motivation, ability, and trigger. The FOGG Behaviour Model consists of three key components:
- Motivation
- Ability
- Triggers
Octalysis Framework
The Octalysis Framework is a gamification framework created by Yu-kai Chou that provides a structured approach to designing engaging experiences. It is based on eight core drives that motivate people to take action and achieve their goals.
Epic Meaning and
Calling
Narrative
Elitism
Humanity Hero
Creationist
Development and
Accomplishment
Status Points
Badges
Fixed action rewards
Leaderboard
Ownership and
Possession
Exchangeable Points
Virtual goods
Avatar
Collection sets
Social Influence
and Relatedness
Conformity Anchors
Brag button
Mentorship
Social Treasure
Scarcity and
Impatience
Appointment dynamics
Count down timer
Last mile drive
Price Pacing
Unpredictability
and Curiosity
Mini-quests
Visual storytelling
Easter eggs
Random rewards
Loss and
Avoidance
Progress loss
FOMO Punch
Rightful Heritage
Status Quo Sloth
Empowerment
Milestone unlocks
Real-time control
Instant feedback
Boosters
DEFINE
User Personas
- The platform should prioritize being easy to use and user-friendly, ensuring a seamless experience for users
- Users currently face difficulties in navigating and accomplishing tasks within the platform, highlighting the need for improvements in user flow and task completion
- Integration capabilities with existing systems are essential for users, enabling smooth data synchronization and streamlined processes
- The onboarding process lacks engagement and excitement, leading to user boredom and drop-offs. Incorporating elements of delight and fun can enhance user motivation and reduce attrition
- Providing extensive documentation, training resources, and support during onboarding will empower users with the necessary tools to effectively navigate and utilize the platform
- Continuous communication, including updates and tips, will keep users informed and engaged throughout the onboarding journey, reducing confusion and overwhelm
INFORMATION ARCHITECTURE
Onboarding
Clear Platform
Signup / Login
Signup with phone
Login with phone
OTP flow
Link your email
Create a workspace
Join a workspace
Workspace type flow
Workspace creation form
Personalisation form
Organization setup
4 step onboarding
- Add organization details
- Add business
- Invite team members
- Schedule a demo
E-invoicing onboarding
GST onboarding
Max ITC onboarding
Invoicing onboarding
Capture onboarding
TDS onboarding
Lead Generation Flow
Platform Onboarding
Product Onboarding
INFORMATION ARCHITECTURE
Gamification
Clear Platform
Rewards
Task completion rewards
Seasonal rewards
Dashboard
Profile
Points info
Badge
Leaderboard
Earn rewards cards
Product tour
Product Nudges
Scheduled Modals
Notifications
DESIGN SYSTEM
Clear Design System
Colors
Brand color
#F8FBFF
#EEF5FF
#E0EDFE
#B7D5FE
#8EBEFD
#4996FC
#1572ED
#0E4EA2
#093065
Greys
#fafafa
#f4f4f5
#ebebec
#d1d3d5
#b9bbbe
#92959a
#70757B
#4B5159
#2C323C
Semantic color - Red
#fef9f9
#fcf2f1
#fcf2f1
#f4c9c5
#eeaaa4
#e3756b
#d0483d
#8f312a
#5a1f1a
Semantic color - Green
#f7fcfa
#ecf7f4
#dbf0e9
#aeddce
#80c9b2
#30a882
#1c8665
#135b45
#0c392b
Typography
Inter 20, Semi bold
Inter 16, Semi bold
Inter 14, Medium
Inter 12, Medium
Buttons
Primary
Secondary
Tertiary
Primary
Secondary
Tertiary
Primary
Secondary
Tertiary
BEYOND TRACKING
Solution Statement
The innovative gamified solution is designed to enhance user engagement and maximize results. The platform combines a range of compelling features, including
- Onboarding based rewards
- Clear Points
- Badges
- Leaderboard
- Clear Rewards Engine
- Seasonal Rewards Engine
Onboarding based rewards
Clear Points
The Clear Points system serves as an instant gratification mechanism to motivate user activation and engagement.
The redemption of rewards can take various forms, including
- Unlocking premium features,
- Receiving discounts on purchase or renewal
- Accessing value-added services
- Receiving monetary benefits such as cashback
- Receiving gifts and vouchers
Your Clear Points
1220
Redeem now
Earn quick points by doing these tasks
Add your Organisation details
40 points
Visit the Reports Section
20 points
Hi Jenny Wilson 👋
Premium User
24 Free trial days earned
Badges
Badges play a key role in the gamification strategy of Clear, providing users with a visual representation of their achievements and progress.
Badges act as motivators, encouraging users to strive for higher levels of engagement and achievement. The visual representation of badges serves as a visual reminder of their progress and encourages users to continue using the platform to earn more badges.
Leaderboard
The leaderboard is an integral component of Clear's gamification strategy, providing users with a platform to showcase their performance and compare their achievements with others
The leaderboard fosters a competitive environment among users, as they strive to climb up the ranks and secure a top position. Users can see where they stand in comparison to others, creating a sense of competition and motivation to perform better.
Clear Rewards Engine
- The Clear Rewards Engine provides incentives to encourage user engagement and active usage of the Clear platform
- The points are earned basis the tasks performed in the Clear Universe
- Each action or milestone within the platform is assigned a specific point value
- The Seasonal Rewards Engine involves running targeted promotional campaigns during specific seasons or occasions. These campaigns aim to encourage users to increase their usage of Clear’s platform and achieve specific targets
- Certain actions and milestones are given a higher point multiplier basis the level of the user. For example Platinum users have 4x multiplier for completing the same task compared to Bronze user
Final Onboarding flow and Rewards dashboard
The final gamified solution basis all the insights captured earlier
THE RESULTS
Impact
The implementation of gamification in Clear's onboarding process will have a profound impact on the business, resulting in several key benefits:
- Increased User Engagement: By incorporating game-like elements and rewards, Clear will boost user engagement, leading to higher activation rates, improved retention, and a larger user base.
- Data-Driven Decision Making: Analytics and metrics tracking will provide valuable insights into user behaviour, engagement patterns, and performance indicators, enabling us to make informed decisions and optimize user experiences
- Positive Brand Perception: The introduction of gamification will position Clear as an innovative and user-focused company, differentiating it from competitors and creating a positive brand perception among its target audience.
FINAL THOUGHTS
Whats next
Implementation and Development
The next phase of the project involves implementing and developing all the gamification elements designed to enhance the onboarding process at Clear. The focus will be on ensuring that each element is carefully implemented, aligning with the overall user experience goals
Funnel Analysis
In parallel, setting up comprehensive funnels will be crucial for analyzing user metrics and understanding how users interact with the platform. This entails tracking and analysing key performance indicators such as user activation, retention, and engagement. This will help us to make informed decisions and optimize the onboarding process based on user needs and preferences
User Testing
Additionally, conducting usability testing with actual users will play a pivotal role in refining the gamified onboarding process. This testing phase will involve gathering feedback and insights directly from users to evaluate their experience, uncover pain points, and discover areas where improvements can be made
FINAL THOUGHTS
Key Learnings
- By implementing an onboarding-based rewards system, users are immediately incentivized and motivated upon entering the platform
- The incentive is accumulation of free trial days, which acts as the currency within the onboarding process.
- Each task completed on the onboarding checklist rewards users with additional free trial days, providing a tangible benefit for their engagement and progress
- This approach ensures that users not only have a seamless transition into the platform's core functionalities but also receive ongoing nudges and rewards that enhance their overall onboarding experience. By combining the benefits of a free trial period with the gamified onboarding process, users are more likely to actively participate, explore the platform's features, and fully appreciate its value before committing to a subscription.
A collection of creative projects from my college days.
