SCW Scratch Card

ROLE

Product Design, Prototype

PLatform

Mobile app, Desktop web app

DURATION

4 weeks

YEAR

2022

Project OVERview

Redesigning the existing micro-game for the SELECT CITYWALK (SCW) mobile & desktop web app to increase user engagement

THE CHALLeNGE

The SELECT CITYWALK app's scratch card module struggled to drive consistent user engagement and meaningful feature adoption. The module experienced low daily active usage and limited conversion of users to redeeming scratch card rewards. This resulted in the scratch card feature failing to positively impact overall app retention and loyalty.

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Research

Our research goal was to understand the reasons behind the lower engagement with the scratch card module compared to other loyalty games. To identify the root cause of this behavior, we conducted one-on-one user interviews.

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PROCESS –

Conclusion

Based on the impressive results achieved within three months of implementing the updated flow, it is evident that our approach significantly enhanced user interaction and engagement. The 18.3% increase in CTR demonstrates the effectiveness of our new design in capturing user interest. Additionally, the 11% rise in average daily engagement on the SCW apps underscores the enhanced user experience and satisfaction. Furthermore, reactivating 1.3k dormant users highlights the success of our re-engagement strategies. These outcomes affirm the value of system-level thinking and modular design in creating impactful and adaptable solutions for various use cases.

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CREDITS

ART DIRECTION / IDENTITY SYSTEM DESIGN

William Schultz

COPYWRITING / STANDARDS MANUAL

William Schultz

WEB DESIGN / APP DESIGN / ANIMATION

William Schultz

NEXT PROJECT

Loop Loyalty

DRAG