UX case study: the meeting point between social action, user motivation, and gamification in the campaign.com app. Is it a good impact?

A UX case study on redesigning the Campaign.com app

Overview

Raising public awareness of social issues is very important. Not only individuals but even large organizations are also competing to impact human life positively. However, sometimes there are limitations in how to invite effectively so that it can influence many people to action. So, how to deal with this problem? Campaign.com is here to be a solution to help organizations, communities, and companies, as well as individuals, organize a sustainable campaign that impacts social change Campaign.com.

The users of this application are called Supporters. The main goal of campaign.com is that Supporters can complete challenges called “Aksi” that will later convert into donations from partners for the community.

The Team

The project was carried out by group 1 Class 13 Digital Talent Scholarship Professional Academy (DTS PROA) Batch 3 with Skilvul. The timeline of this project is 8 weeks and is mentored by Rdzkday.

1. Jejen Alimudin (UI/UX Designer) (Led)
2. Fakhirah Bamahry (UI/UX Designer)
3. Mahesafkr (UI/UX Designer)
4. Imroatus Tsaany Maghfira (UI/UX Designer)
5. Aditya Rahman (UI/UX Designer)

Because in the same learning process, we all have the same role, haha. However, we do it with sincerity. 🐱‍🐉

The Problem Space

Users have difficulty completing challenges that have a reasonably long period.

Getting users to complete actions that take days consistently is not easy. There are several factors experienced by users, including:

Meet the User

Based on the information provided by the “campaign.com” team, 70% of the users of the campaign.com application are women aged 16–24 years. In this age range, a large number of users are students.

Goals and Objective

How can we increase the completion rate in completing challenges on the campaign.com app?

With this goal in mind, we aligned the problem-solving with a focus on increasing the use of gamification features in the campaign.com app.

Our Process

1. See What Might Happen

Finding the right problem to solve is quite tricky, so we first look at the circumstances around what happened and what things might be relevant in the process we are going through. We use secondary research in this stage (we do not collect data directly but sourced information from the campaign.com team, user reviews on the google play store/app store, competitor analysis, and existing research on gamification theory).

Here are the highlights that we can show you:

1. The users get bored of challenges
2. The user forgot to complete the challenge
3. The user’s motivation is lost in the middle of solving challenges.

2. Ideation

There are several solutions that everyone on the team comes up with. However, we must consider which solutions are of high value, and we may complete them in the timeline. We decided to choose a solution to the problems we were facing by adding mini-games features that were integrated into every challenge in the campaign.com app.

But, what kind of mini-games features should we add?

Inspired by the success of apps that add mini-games to their platform and simple games that engage users with one another, we used tree planting mini-games “Tanam Pohon” ( Fakhirah Bamahry’s idea) and Brain Duel Quiz “Kuis Duel Otak” (Mahesafkr’s idea).

3. Prototyping

The Process of Making Wireflow from Simple Sketches on Paper, Creating Task Flows, and Making Low-Fidelity Wireframes

We first drew a simple outline on our respective paper during the prototyping process. Next, we created the wireframe using the Figma app. The following is the final prototype of the mini-games feature that has been added to the campaign.com application.

4. Testing

In usability testing, we involved three respondents through interviews using the Google Meet platform. The results obtained are:

The highlights

1. Users feel great about the addition of the mini-game feature because it can eliminate boredom in the middle of completing challenges.
2. The mini-games feature can increase the average time session of users in using the application, which allows opportunities to improve the completion rate of completing challenges in the campaign.com app.

What did I Learn from The Project?

This is the first UX case study I made; I realize that this article is far from sufficient to explain this project’s research and design process. I will learn more about writing case studies that can be useful and more about UX design to write this case study again later. Thanks for reading 👋