Aditya's Portfolio UX

E-commerce

Ecommerce

E-commerce

Gamification

Huskify’s Gamification Journey: Turning Problems into Possibilities

Watch this short video to understand about the project and skip reading

+40%

increase in daily app interactions.

increase in daily app interactions

increase in daily app interactions.

+25%

improvement in retention rates.

improvement in retention rates

improvement in retention rates.

+30%

growth in sales revenue

+50%

rise in organic downloads

Rise in organic downloads

rise in organic downloads

Overview

E-commerce is no longer just about selling—it’s about engaging users and building loyalty. Huskify faced challenges typical of new platforms:

Low customer engagement and retention
Minimal interaction and app usage
Stagnant growth with low downloads and repeat purchases

To tackle these, we needed to create an experience that users would enjoy. Enter gamification—a strategy to turn e-commerce into an engaging ecosystem.

Overview

E-commerce is no longer just about selling—it’s about engaging users and building loyalty. Huskify faced challenges typical of new platforms:

Low customer engagement and retention
Minimal interaction and app usage
Stagnant growth with low downloads and repeat purchases

To tackle these, we needed to create an experience that users would enjoy. Enter gamification—a strategy to turn e-commerce into an engaging ecosystem.

Overview

E-commerce is no longer just about selling—it’s about engaging users and building loyalty. Huskify faced challenges typical of new platforms:

Low customer engagement and retention
Minimal interaction and app usage
Stagnant growth with low downloads and repeat purchases

To tackle these, we needed to create an experience that users would enjoy. Enter gamification—a strategy to turn e-commerce into an engaging ecosystem.

Why Gamification?

Customers seek more than just discounts. To stand out, we aimed to:

Drive daily engagement through excitement
Reward actions to boost interaction and spending
Build lasting loyalty by making Huskify uniquely rewarding

Gamification was the key to transforming the user experience.

Why Gamification?

Customers seek more than just discounts. To stand out, we aimed to:

Drive daily engagement through excitement
Reward actions to boost interaction and spending
Build lasting loyalty by making Huskify uniquely rewarding

Gamification was the key to transforming the user experience.

Why Gamification?

Customers seek more than just discounts. To stand out, we aimed to:

Drive daily engagement through excitement
Reward actions to boost interaction and spending
Build lasting loyalty by making Huskify uniquely rewarding

Gamification was the key to transforming the user experience.

Role:

Product Designer

Industry:

E-commerce

Duration:

4 weeks

How I Built It: The Three-Phase Strategy

To develop a robust gamification system without overwhelming resources, I took a phased approach, prioritizing features that offered maximum impact at each stage.

Phase 1: Establishing the Foundation

I started by creating Husk Coins, a reward system at the heart of our gamification strategy. Husk Coins turned every interaction into value:

Earn Husk Coins:
- Through purchases (spending ₹100–₹500 earned 10 coins; spending ₹500–₹1000 earned 15 coins).
- Referring new users (both the referrer and the referee earned coins).
- Daily logins, with bonus rewards for maintaining a 7-day streak.
Spend Husk Coins:
- Coins could be redeemed on purchases, with redemptions tied to product margins to maintain profitability.
- This incentivized higher-value purchases, as more spending led to more coins.

Impact:

Increased customer engagement: Daily rewards ensured users kept returning.
Higher organic downloads: The referral system brought in new users.
Boosted sales: Coins encouraged users to spend more.

I started by creating Husk Coins, a reward system at the heart of our gamification strategy. Husk Coins turned every interaction into value:

Earn Husk Coins:
- Through purchases (spending ₹100–₹500 earned 10 coins; spending ₹500–₹1000 earned 15 coins).
- Referring new users (both the referrer and the referee earned coins).
- Daily logins, with bonus rewards for maintaining a 7-day streak.
Spend Husk Coins:
- Coins could be redeemed on purchases, with redemptions tied to product margins to maintain profitability.
- This incentivized higher-value purchases, as more spending led to more coins.

Impact:

Increased customer engagement: Daily rewards ensured users kept returning.
Higher organic downloads: The referral system brought in new users.
Boosted sales: Coins encouraged users to spend more.

I started by creating Husk Coins, a reward system at the heart of our gamification strategy. Husk Coins turned every interaction into value:

Earn Husk Coins:
- Through purchases (spending ₹100–₹500 earned 10 coins; spending ₹500–₹1000 earned 15 coins).
- Referring new users (both the referrer and the referee earned coins).
- Daily logins, with bonus rewards for maintaining a 7-day streak.
Spend Husk Coins:
- Coins could be redeemed on purchases, with redemptions tied to product margins to maintain profitability.
- This incentivized higher-value purchases, as more spending led to more coins.

Impact:

Increased customer engagement: Daily rewards ensured users kept returning.
Higher organic downloads: The referral system brought in new users.
Boosted sales: Coins encouraged users to spend more.

Phase 2: Deepening Engagement

Building on the excitement of Husk Coins, we introduced features that made customers even more invested:

Auction Game:

Users could bid for products using Husk Coins.

Minimum bids were customized to the user’s coin balance, creating fair competition.
High-value products like gadgets and exclusive items fueled excitement.

Task-Based Rewards

New users earned coins for completing simple tasks like setting up their profile or adding items to their cart.

These tasks increased initial app engagement and provided valuable data for targeted marketing.

Why This Worked:

Many apps offer coins, but they’re often underwhelming. Users can’t spend them meaningfully or feel no urgency to collect them. By introducing the Auction Game, Huskify gave coins a purpose beyond discounts, creating excitement and ensuring users kept engaging daily.

Impact::

Stronger customer interaction: Tasks and auctions encouraged users to explore and engage with the app.

Higher average order value (AOV): The promise of more coins for bigger purchases motivated users to spend more.
Improved retention: Daily rewards and the Auction Game kept users coming back.

Phase 3: Building Loyalty Through Exclusivity

Building on the excitement of Husk Coins, we introduced features that made customers even more invested:

Auction Game:

Users could bid for products using Husk Coins.

Minimum bids were customized to the user’s coin balance, creating fair competition.
High-value products like gadgets and exclusive items fueled excitement.

Task-Based Rewards

New users earned coins for completing simple tasks like setting up their profile or adding items to their cart.

These tasks increased initial app engagement and provided valuable data for targeted marketing.

Why This Worked:

Impact::

Stronger customer interaction: Tasks and auctions encouraged users to explore and engage with the app.

Higher average order value (AOV): The promise of more coins for bigger purchases motivated users to spend more.
Improved retention: Daily rewards and the Auction Game kept users coming back.