clarke.hyrne@gmail.com

Sometimes, you want to grab dinner or go bike riding with just a couple of friends. You don't want to invite your friends one by one because texting everybody one by one and waiting for their reply requires a lot of your attention and time. You also don't want to invite a large number of friends hoping that enough will drop out because your activity doesn't need a lot of people. 

Snapvite is an iOS app for activity planning with expiring invitations. Users can select a list of people to invite and the number of open slots, and the app sends SMS invitations one by one through the list. You save time and hassle, and you get to bring as many of your friends along as you want.

Role

Sole designer working on gamification with the product owner/engineer.

Problem

Snapvite had few users and low engagement: most of the users stopped using the app after a handful of invitations were sent out, but the users who continued using it were still using it. The developer wanted to increase engagement--i.e., users sending more invitations.

Research + iteration

Following Nir Eyal's Hooked model, I designed for two types of rewards to increase the number of successful invitations: rewards of the tribe (group) and rewards of the hunt (individual achievement).

The product manager and I dug into the app’s analytics (Localytics) and tracked back how the initial user base had started to use the product. Since there was such a strong social component to first use, our goal was to build on that to entice people to come back.

Write here...

Write here...

Solution

The group reward is a leaderboard: points accumulate through activity and you can view where you rank against your friends or in the region. Your relative position is shown, which motivates the competitive group members to keep sending successful event invites (more on "successful" after the picture) and keeps it competitive for everyone in the group.

The individual reward is the notification for points that happens at the end of the invitation flow. Currently, points would appear in the leaderboard, and SMS notifications (since the app uses SMS) are sent end-of week to spark users to send invitations with it. In the ideal of the app, a loading bar will build up throughout the invitation process, and at the end, the points are given and the user is congratulated for sending invitations. Users are also notified that they will receive a points multiplier / bonus points when people accept the invitations.

Benefits

  • By gamifying the app with a leaderboard and variable point rewards, users will be engaged with the app both when checking in on their relative position and when they receive bonus points notifications.

  • Points for successful invites encourage the key user behavior: sending invitations that are accepted.

Next steps:

  1. Working with the developer, who is also a PM and a consultant, for the design going forward.

  2. The individual reward notification is meant to be implemented in v2 of the app since the usability of the current UI needs to be addressed.

  3. There are a few alternatives to the points reward system, most of which work better if the sender and receiver both use the app. The choice for accepted invitations instead of accepting invitations was motivated in part by the system's reliance on SMS.