Flybuys Gamification

The flybuys team identified a need to enhance the existing mobile application to provide a foundation for gamified and targeted marketing and trade driving offer delivery. The focus was to use design, prototyping and customer testing to seek to validate the approach for future marketing campaigns. The key outcomes defined by flybuys leadership for this capability:

Drive trade – define and implement functionality that drives increased trade rather than activities focused on accelerated point capture or varying rewards; 

Collect and validate email contact information – enable a non-intrusive mechanism to capture and/or validate email contact information by requiring members to supply their email address in order to play and win at the game or activity; and

Create customer stickiness – facilitate a new way to talk to customers and connect suppliers delivering loyalty across the included brands.  

Flybuys wanted to focus on the following:

Creating a sense of adventure within the flybuys App and eliminate “zombie participants”, allowing users to take ownership of their own journey as they work toward a reward that suits them; 

Providing a cumulative set of objectives, allowing customers to select the path they wish to follow to achieve their desired goal, imparting a sense of control;

Providing partners with greater exposure to key audiences by allowing them to surface their products in a method that encourages higher customer engagement;

Increasing visibility of partner products to those consumers deemed to have a higher propensity to purchase that brand;

Providing the opportunity for increased activity around key dates throughout the year, when spending typically rises; and

Establishing a reusable architecture that facilitates rapid campaign and communication capabilities. This would be supported by a campaign catalogue of templated solutions or bespoke capabilities to expedite time-to-market.

The design sprint is a step by step design system for solving big problems and testing big ideas and really it’s being used a lot for building better products faster it was developed at Google first by Jake Knapp the guy who actually wrote this book as a way to bring design into Google in a way that was measurable in a way that was a little bit more logical and cold and specific than design thinking which is a bit more open and let’s say creative.

The design sprint as a process that you can plug into any problem or any type of problem and run the process and really always make sure you’re validating ideas make sure you’re always solving these problems.

When we use a traditional software development lifecycle we would see that we would have these kind of typical development processes.

Whether it’s this cycle of starting with an idea spending time designing and building and coming up with maybe multiple versions and then deciding which ones to do and then implementing and developing and building them, finally launching and then collecting information on what customers really thought about the idea.

It’s like this classic lean startup loop where we thought  “we’re going through this loop so it must be the most efficient way to do things” but what we normally see and when I’m running design sprints always getting lots and lots of nods with people when I bring this up.

What you normally see in these processes is much more of the implementation and the building phase stretching out longer and longer with miscommunications and misalignments and teams handing over and passing information back and forth from each other. The designers designing and developers saying that won’t work and “let’s go back to the drawing board”.

The process usually ends up looking a lot more like this where you maybe don’t even actually get to launch and don’t ever even actually get to see that data and find out if the idea was even worthwhile and valid in the first place.

It would actually have an impact on your business closing this loop and making this loop a lot smaller validating and getting data on a product or idea before spending all this time. This is really what the design sprint is all about.

It’s all about getting a group of people in the room a mixed team of people to work on an idea together all at the same time. You get the right group of people in the room and clear their calendars for the whole week so that they can work together on this problem.

For many organisations, we have a roadmap or a strategy and a delivery team.  When you have big vague challenges, you have all seen the value of the design sprint in coming up with a fantastic result which is user tested and proven and at this point or after further iteration can be slotted into a detailed design and build process.

Week 1 – Prepared, Stakeholder interviews

Week 2 – Design Sprint 2 day workshop, Prototyping

Week 3 – Prototyping, User Testing, Revision

Week 4 – Presentation, Prototype development for User Testing

Week 5 – Finalise based on feedback

In the sprint workshops we defined the problem as a group

We sketched

We each submitted a concept to be judged

We decided a concept

We presented back our votes to the decider

And we chose the Shake to Start concept

Then we collaborated to define the flow which users would take in the testing

And storyboarded the concept

Prototyped over 3 days.

We developed a working prototype in code

We validated it with customers

Data was captured in the other room. We analysed the results after each test and work out what we would iterate as a team.

There was high engagement by the users when the game was played. There were expressions of excitement when the offers were collected and also expressions of  frustration when the game was lost. One of the interviewer’s went ‘AAAARGH!!’ when he lost. 
All of the interviewees wanted to play the game more than once.  Players seemed hooked by the challenge of the game and the benefit of rewards.  
All of the interviewees noted that this is unique in the market. 
The simple game mechanic allowed for fast learning of the game.  The tilt to play mechanic and onboarding experience allowed users to learn the game fully by the second play through, with improved playability after four plays.

A long term levelling system to keep players coming back.  A status of where they are up to would allow for a longer term hook to the game.  Showing the rewards that are available could entice replayability.
A high quality of offers is required to keep players interested in this game. The investment of time by users gives them a high expectation of the rewards they will get.
The instructions leading into the game needs to be a frictionless process while educating the user of the game. Some users didn’t read the instructions but learned by playing.  A more intuitive tutorial was required for players to “get it” and get hooked.
In game incentives could be added to add an extra ‘hook’ which will keep customers coming back to the game.

What we did next

Feasibility

Hack week development to finalise prototype based on feedback

Creative refinement

Further user testing

Prioritised feature backlog