Driving user growth with lottery games
Driving user growth with lottery games
SUMMARY
SUMMARY
SUMMARY
Driving user growth by providing incentives with
lottery games
Driving user growth by providing incentives with
lottery games
In this project, my team tackled a longstanding business problem for an early-stage messaging app startup: How to increase our user base? After researching, I found that a 'lottery game' is a common tactic in the Asian market to increase users in a short time. As the only designer in the company, my work included researching, proposing designs, motion design, and all the visuals.
Impact: Increased new users by 22k and increased average daily usage time by 5 minutes.
In this project, my team tackled a longstanding business problem for an early-stage messaging app startup: How to increase our user base? After researching, I found that a 'lottery game' is a common tactic in the Asian market to increase users in a short time. As the only designer in the company, my work included researching, proposing designs, motion design, and all the visuals.
Impact: Increased new users by 22k and increased average daily usage time by 5 minutes.
In this project, my team tackled a longstanding business problem for an early-stage messaging app startup: How to increase our user base? After researching, I found that a 'lottery game' is a common tactic in the Asian market to increase users in a short time. As the only designer in the company, my work included researching, proposing designs, motion design, and all the visuals.
Impact: Increased new users by 22k and increased average daily usage time by 5 minutes.
Time & Role
5 weeks, The only designer
Time & Role
5 weeks, The only designer
Time & Role
5 weeks, The only designer
Deliverables
Developers and a Project manager
Deliverables
Developers and a Project manager
Deliverables
Developers and a Project manager
Platform
Mobile & desktop
Platform
Mobile & desktop
Platform
Mobile & desktop
Company
Letstalk
Company
Letstalk
Company
Letstalk
01. PROBLEM
01. PROBLEM
01. PROBLEM
Continued user growth struggles despite varied approaches
Continued user growth struggles despite varied approaches
Continued user growth struggles despite varied approaches
BUSINESS PROBLEM
Business Problem
BUSINESS PROBLEM
How to increase our user base was a longstanding problem since the company was founded. We tried many methods, such as using social media to advertise our new features, collaborating with influencers, and even placing our product on popular TV shows. However, we did not achieve significant user growth with these strategies.
How to increase our user base was a longstanding problem since the company was founded. We tried many methods, such as using social media to advertise our new features, collaborating with influencers, and even placing our product on popular TV shows. However, we did not achieve significant user growth with these strategies.
WHAT WE TRIED
What We Tried
WHAT WE TRIED
Advertising new features
Advertising new features
Collaborating with influencers
Collaborating with influencers
Product placement on TV
Product placement on TV
02. RESEARCH
02. RESEARCH
02. RESEARCH
Prize incentives are common and effective for user growth in Asian markets
Prize incentives are common and effective for user growth in Asian markets
Prize incentives are common and effective for user growth in Asian markets
TO SOLVE THIS PROBLEM…
To Solve This Problem…
TO SOLVE THIS PROBLEM…
I did some research on popular apps in Asia to see what methods they use to increase users or user engagement. I found that prize incentives are common and an effective strategy for user growth in the Asian market. So, I proposed the idea of having a lottery game within Letstalk to attract users to download Letstalk. This strategy has been shown to rapidly increase users in a short period of time.
I did some research on popular apps in Asia to see what methods they use to increase users or user engagement. I found that prize incentives are common and an effective strategy for user growth in the Asian market. So, I proposed the idea of having a lottery game within Letstalk to attract users to download Letstalk. This strategy has been shown to rapidly increase users in a short period of time.
03. UNDERSTAND THE USER FLOW
03. UNDERSTAND THE USER FLOW
From opening the app to entering the game
From opening the app to entering the game
USER JOURNEY
USER JOURNEY
USER JOURNEY
Here's the user journey after people see the advertisement for the lottery game and download our app. In this project, we decided to focus on the design from "Open app" to "Enter the game."
Here's the user journey after people see the advertisement for the lottery game and download our app. In this project, we decided to focus on the design from "Open app" to "Enter the game."
04. DESIGN EXPLORATION
04. DESIGN EXPLORATION
04. DESIGN EXPLORATION
Explore entry points
Explore entry points
CONCEPT 01
CONCEPT 01
CONCEPT 01
Official Account Chatroom
The first entry I proposed was through the Official Account Chatroom. Users are familiar with receiving Letstalk notifications and marketing events here, and we can send personalized messages to boost user engagement.
Official Account Chatroom
The first entry I proposed was through the Official Account Chatroom. Users are familiar with receiving Letstalk notifications and marketing events here, and we can send personalized messages to boost user engagement.
Official Account Chatroom
The first entry I proposed was through the Official Account Chatroom. Users are familiar with receiving Letstalk notifications and marketing events here, and we can send personalized messages to boost user engagement.
✅ Pros: User convention, Personalized messages, Light dev workload
❌ Cons: Low visibility
✅ Pros: User convention, Personalized messages, Light dev workload
❌ Cons: Low visibility
CONCEPT 02
CONCEPT 02
CONCEPT 02
Navigation Bar
The second entry point I proposed was through the Nav bar. I preferred this option for its easy access and visibility from all pages. However, it required engineers to build a new page, so the dev team pushed it back due to the tight deadline. Another drawback was that users expect consistency in the Nav bar, so removing the tab after the event could cause confusion.
Navigation Bar
The second entry point I proposed was through the Nav bar. I preferred this option for its easy access and visibility from all pages. However, it required engineers to build a new page, so the dev team pushed it back due to the tight deadline. Another drawback was that users expect consistency in the Nav bar, so removing the tab after the event could cause confusion.
Navigation Bar
The second entry point I proposed was through the Nav bar. I preferred this option for its easy access and visibility from all pages. However, it required engineers to build a new page, so the dev team pushed it back due to the tight deadline. Another drawback was that users expect consistency in the Nav bar, so removing the tab after the event could cause confusion.
✅ Pros: Easy access, Visible from all pages
❌ Cons: Heavy dev workload, Breaks users' expectation of nav bar consistency
✅ Pros: Easy access, Visible from all pages
❌ Cons: Heavy dev workload, Breaks users' expectation of nav bar consistency
FINAL DECISION
Entry point decision: Navigation bar
Entry point decision: Navigation bar
Entry point decision: Navigation bar
CROSS FUNCTIONAL TEAM DISCUSSION
Cross-Functional Team Discussion
I liked the visibility and easy access of using the navigation bar as the entry to the game, so I explored turning these drawbacks into opportunities with the marketing and business teams. We realized this design might help increase revenue. Since the company had no advertising revenue, we planned to introduce ad space in the future.
I liked the visibility and easy access of using the navigation bar as the entry to the game, so I explored turning these drawbacks into opportunities with the marketing and business teams. We realized this design might help increase revenue. Since the company had no advertising revenue, we planned to introduce ad space in the future.
