BRIEF :
Inspired by Google Pay rewards visuals, Moj Festive Gamification for Diwali (titled 'Diwali Ka Shagun'), and Christmas & New Year (titled 'The Holiday Bonanza') intended to increase engagement on the app, and capture the interest of new and dormant users encouraging them to create original content, with gratification in the form of monetary incentives that they could unlock and earn in a game-like, entertaining format as they achieved certain preset milestones within the app- such as that of liking X number of videos, following Y number of creators and sharing Z number of videos to other social channels.
OBJECTIVES :
* increased retention of creators
* conversion of consumers and users- both new and dormant, to creators
* increased gratification, engagement and retention on the app influencing business results
* creation of original content on the platform
* promotion, collaboration and interaction of creators
* accumulation of insightful data for better marketing campaigns and platform utilization
* conversion of consumers and users- both new and dormant, to creators
* increased gratification, engagement and retention on the app influencing business results
* creation of original content on the platform
* promotion, collaboration and interaction of creators
* accumulation of insightful data for better marketing campaigns and platform utilization
WIREFRAME :
The final wireframe for the Diwali- themed festive gamification on Moj featured an entry point in the form of a floating widget on the app's Home Feed, clicking which would lead the user to a dedicated landing page for the project, showcasing the total monetary incentive value, explanation of the visual assets/ milestones and their valuation, how to achieve them, the categorization of tasks to be achieved, and a segment of FAQs. Pop-up sheets were also integrated for various instances to nudge users to begin or continue to participate- such as 'Start Now', 'Redeem' an unlocked reward, 'Share' the reward on social media, and so on.
Post the finalization of the flow of the wireframe, visual assets were designed on the theme of Diwali.
COLOUR PALETTE & FONT :
As per the Moj brand design guidelines
ILLUSTRATED VISUAL ASSETS :
Following the theme of Diwali, the illustrated assets were to be joyous and of high recall value of the local festivities. It was a conscious decision to keep the depiction of crackers to a minimum, so as to point out that Moj as a brand encourages all to care for the environment, and does not support burning crackers.
Instead, the illustrated reward assets depict various Indian sweets exchanged on Diwali such as Kaju Katli, Laddoo, Gujiya, Jalebi, along with the quintessential Diwali decorative elements of earthen lamps (diyas), lanterns, fairy lights, candles, starbursts and colorful Rangoli.
RESULTS :
Since the Moj Festive Gamification of 'Diwali ka Shagun' was successful in achieving its goals of increased creator gratification, engagement and retention, the team decided on repeating the experience with new assets and implemented changes in identified problem areas (recognized basis user feedback and internal discussions amongst teams of Design and Product) during Christmas & New Year.
Identified problem areas in 'Diwali Ka Shagun' :
* It was noticed that multiple users did not redeem the card despite having unlocked and achieved it owing to the absence of a CTA or education around requiring them to tap on the card in order to redeem the monetary value associated with it. The CTA of 'Tap to Reveal' was added almost immediately in the 'Diwali Ka Shagun' edition of the festive gamification on Moj.
* Users also requested for the valuation of each card to be explicitly mentioned on the card itself. In 'Diwali ka Shagun', the interface featured a dedicated fixed space on the landing page informing the users of the monetary value each asset carried. The users found it tedious to have to go back to said space to check what they'd earned. The feedback was duly noted and incorporated in 'The Holiday Bonanza'.
* Additionally, a textual pop-up was made to appear under the themed widget on Home Feed to indicate and notify users of when a new reward had been won.
* The option to 'redeem all cards' was also added for users who found it tedious to open each individual card they had won (in case they had collected cards over a period of time but not redeemed them).
ILLUSTRATED ASSETS - THE HOLIDAY BONANZA
Basis the combined festive theme of Christmas and New Year celebrations, illustrated assets for 'The Holiday Bonanza' included elements of baubles, Christmas trees, stars and sparkles, snow globe and snow man, bow, candy cane, gingerbread house and figures, disco ball, holly, wreath and gift boxes.
A colored version of the logo-derived gift box (bottom right) eventually became the icon for Virtual Gifting on Moj.
THEMED APP LAUNCHER ICON DESIGN :
For and during the duration of the celebrations and the festive gamifications of Diwali, Christmas & New Year, the app launch icon of Moj was redesigned. Various iterations were tried and tested that revolved around the elements of decorative stringed fairy lights and Rangoli.
The final app launcher icon followed a rather realistic approach over a flat vector look- with a string of glowing fairy lights wrapping around the logo, for ease of recognition in the small space of its intended use case.
The success of Moj Festive Gamification, both 'Diwali Ka Shagun' and 'The Holiday Bonanza', paved the way for the extensive Creator Gamification (later renamed Moj Stars), aimed at higher creator engagement, collaboration, retention and gratification, allowing the creators to unlock, achieve and showcase badges and trophies on their profiles.
