Mudrex Quiz to improve user engagement on the app
The aim of initiating this project was to enhance user engagement on the Mudrex app. Through extensive deliberations with stakeholders and taking into account the existing possibilities and limitations, we determined that launching a 'Quiz' feature would be the optimal solution for achieving this goal at that point of time. This feature is intended to enable users to assess their knowledge of cryptocurrencies, receive essential crypto-related information in a fast manner, and potentially facilitate community building and the creation of a leaderboard in the future.
PROJECT DURATION:2 WEEKS
MY ROLE:PRODUCT DESIGNER
UNLOCKING DESIGN THINKING
Every Design Problem,
A Unique Design Approach
The charm of this project lies in the extensive room for creative exploration. We begin with a deep dive into system dynamics, follow the users on their unique journeys, and identify potential opportunities to introduce Quiz. We delve into understanding user perspectives, anticipate design challenges, stay informed about industry trends, and then brainstorm a multitude of ideas, pushing the boundaries of innovation to enhance user engagement without limitations.
I
Understanding the user journeys and figuring out intervention points
Intent here is to know the whole story of how users discover Mudrex and use it over time. While also trying to figure out how to fit the quiz feature into the whole system. I created a detailed map of the journey for both new and experienced app users since their objectives on the app may vary.This further helped us to identify the intervention points or quiz discovery based on the user journey.
II
Foreseeing possible design challenges
Users finding content irrelevant and gauging the difficulty might get difficult
Getting the user to finish the complete quiz without dropping off
Giving them reasons to come back to quiz
Figuring out non monetary ways of gratification that users believe worthwhile
Not interrupting user while he/she is set to perform a task but nudge them in a subtle fashion
By doing the above exercise, I was able to anticipate potential design obstacles and examine how others in the industry are addressing them to comply with industry standards. It's always a good idea to be prepared before diving in headfirst, don't you think?
III
Understanding Industry Standards
To gain insight into how the domain handles user engagement, I thoroughly examined various products. I didn't limit myself to just quizzes because inspiration can come from anywhere
Important
Rather than making random notes about what I liked or disliked, I developed my own framework to analyze how these products tackled problems. For each competitor product, I assessed the overall engagement feature, how discoverable it was, how it motivated users to try it out, what made it attractive, and how it satisfied the user.
IV
Understanding User Mental Models
Have you ever heard that designers are supposed to be super empathetic to users? Well, I decided to put that to the test by creating these fun "buckets" (and talking to a bunch of people in the office too!). Here are the five key questions I focused on
1
How will users find out about quiz?
2
What will make them want to give it a shot?
3
How do we keep them engaged and motivated to finish it?
How can we make them feel like total bosses for finishing it?
4
5
And most importantly, how do we get them hyped for the next quiz?
PS: Believe it or not, answers to these questions helped me come up with a ton of awesome concepts for the quiz :)
V
Conceptualisation & Wireframing
In the world of design, the best ideas often have design thinking at their core. By tackling the problem from various angles, I've been able to generate multiple concepts that share a fundamental essence but express themselves uniquely. Here are some of the concepts that our team loved
1.The Unboxing Adventure
As we want users to complete the quiz they begin, this concept adds a touch of intrigue and curiosity through its design. Here, the idea is to pique users' curiosity and encourage them to give it a shot. With every correct answer, the gift box opens up a bit more. If users manage to answer everything correctly, they'll unlock a reward at the end, or they can take another shot. To add an element of surprise, the gift box delivers a different reward each time
2.Think Out of the Box
Okay, so if we aim to boost user engagement and make learning about crypto fun, why stick to the standard question-and-answer format? That's what led me to this concept below, which is kinda like those comprehensive essays we tackled back in school. Remember those? You'd read a passage and answer questions based on the same text.
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Imagine a stack of word bricks, they tumble revealing one word at a time, and as users read, they form a sentence in their head. After that, the questions pop up. It's a cool combo of reading, crypto learning, and gaming all in one
3.Back to childhood
This concept is designed with the idea that many users might be new to crypto, particularly since Mudrex primarily caters to retail investors who traditionally invest in other asset classes. These individuals might not have much knowledge about crypto. So, what could be more enjoyable than letting them have a sense of accomplishment by answering correctly and encouraging them to learn more, eventually leading them to other learning resources within the app?
Below, you'll find a puzzle-solving approach. Users engage in simple matching pairs, presented in puzzle piece format. Even if they don't know the answers, they can just drag the right piece and match it to the question piece and learn as they go. It's a bit like reminiscing about the puzzles we used to enjoy in our childhood, don't you think?
SHORTLISED CONCEPT
4.Immersive for real
Here's the deal: we want our users to keep coming back and actually finish the quizzes they start. So, in this concept, we've spiced things up. We've set a limit on the number of quizzes they can play in a day – that's where the scarcity comes in.
But that's not all; we've thrown in a timer for each question. It adds a sense of urgency and a game-like feel, with background music to make it all the more immersive. So, it's not just about taking a quiz; it's about diving into a whole experience
VI
Visual Design
As we adopted the 'Immersive for real' approach, I experimented with several visual styles. Eventually, I settled on one that captures a game-like vibe, all while staying true to our brand's color scheme and enhancing engagement to the max
Play video :)
VII
Let's talk about impact
3.5x
Daily User Retention
7x
Weekly User Retention
6x
User session duration
Takeaways &
Learnings
Always fight for good UX
I had to deal with some tough technical rules, but I stuck to my guns for what I believe makes a user experience great
Choosing to explore
Instead of rushing to execute Product Management's requests, understanding the problem and approaching it with your unique perspective often yields better results
No overpromises and under delivery
I figured out how to pick the MVP and map out the feature's journey by understanding what's needed right now and planning things in stages
