Background
tiket.com is a leading travel tech company in Southeast Asia that provides more than 10 travel services.
We run several campaigns throughout the year, with one of the biggest being OTW (Online Tiket Week).
Goals
To increase the campaign’s virality, we aim to create a feature that encourages users to share it organically with their friends. In return, they’ll receive a special voucher as a reward.
Design Process
Gathering Context
To boost traffic and awareness of tiket.com’s campaigns, we plan to introduce a feature with a simple gamification mechanic: users share a campaign link with friends, and when their friends click the link, the users receive a voucher as a reward.
Why did we choose this mechanism?
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Easy mechanism for users to participate in.
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Commonly used by both direct and indirect competitors, proving its effectiveness and familiarity to users.
Desk Research & Framework Creation
Since this is our team’s first time developing a gamification feature, we began with desk research to gather insights from existing studies, academic papers, and relevant articles on gamification.
Using those insights, we developed a framework to guide the creation of the feature. This framework serves as the foundation for designing both the UX flow and the communication strategy.
First Design: MVP
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Discovery phase: raise the awareness
In this phase, we want users to be aware of the Share & Win program. To achieve this, one of our main principles is to make it visible through all possible touchpoints and highlight its rewards to attract users.
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Onboarding phase: nudge users to join the program
After users are aware of the program, we want them to join by sharing the link to their friends in order to get the reward.
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Scaffolding phase: maintain user’s motivation
Throughout the program, we want to motivate users to stay engaged and complete it.
First Release Insight
After the MVP released, we found out several insights that indicates that we need to do improvement on the UI/UX design:
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We didn’t reach our target for the percentage of players among active users — we only achieved 43% of the goal.
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There’s still room for improvement to enhance users engagement and better support the milestone use cases defined by the Corporate Strategy team.
Design Iteration
In this iteration, our main goal is to enhance the user experience.
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Micro interaction
Since our primary target users are “Achievers” and “Socializers”, we aim to strengthen their sense of accomplishment and social engagement.
To support this, we implement micro-interactions such as:
• Next milestone pulse
• Milestone achieved
• Reward achieved
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Scalable milestone design
Previously, the design was tailored to support a maximum of 5 milestones. However, after the release, the Corporate Strategy team requested an expansion to include more milestones. As a result, we need to enhance the milestone design to be more scalable and adaptable for various use cases.
Mini Usability Testing
To make sure the improvement is better, we also conducted a mini UT to gather insights from our users. Here are the main insights that we got:
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Utilize animations and contrast colors to draw user attention to the progress section and share nudges, creating excitement and encouraging users to share the link with their friends.
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The new design helps user to enjoy the sense of progression they experience after successfully inviting a friend.
Impact
Share & Win has already been used for several campaigns and will be used for next campaigns as well.
After the improvements that we made, we can see improvements - our players, visitors, and rewards utilization all increased compared to the previous design.
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Lessons learned
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Craftmanship
Explored design solutions outside of the existing Design System components, which were successfully approved by the Design System team and implemented by our Member tech team. I suggested a micro-animation using CSS instead of Lottie and provided a prototype using Figma.
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Research and rramework
Since this is my first-ever gamification project in tiket.com, i’ve gained new experience in implementation gamifivation theory and creating the framework together with my team.
Credits
This feature is made to live thanks to the Acquisition team:
Product Managers: Hasna, Jason Susanto
Product Design: Edward Gilang (UX Writer), Jessica Halim (Design Lead), Sulistiyo Raharjo (UX Researcher), Yoga Pambayun (3D Illustrator)
Engineering: Rahmat Kurniawan, Soni, Angga, and many others
