Microsoft
Gamification and Reward framework for Microsoft 365
PROJECT OVERVIEW
M365 user research told us that encouraging curiosity among users significantly boost their engagement.
‘Gamification in M365’ aims to deepen user engagement by helping them discover the benefits M365 provides through several strategies:
- Motivating users to complete the Scan Flow to understand the app’s value.
- Making Union the default app to enhance user retention.
- Introducing Daily Check-ins and incentives to encourage regular app usage.
- Guiding users to explore the app’s core features
- Introduction of reward model along with trophies to motivate users to achieve more.
What is Gamification?
Gamification in apps refer to the integration of game-like elements into non gaming applications to enhance user engagement and motivation. This can include features such as points, badges, leaderboard and challenges. The goal is to make the app experience more enjoyable and rewarding, encouraging users to interact with the app more frequently and for longer period.
Why Gamification?
Gamification in M365 involves splitting tasks into smaller, more manageable ones, redistributing the point system, and introducing new tasks and badges. This approach aims to enhance user engagement by providing clear goals and rewards for completing tasks. For example, users can earn points for daily app usage, opening different types of files, and setting defaults, which helps in maintaining user interest and motivation
Objective and Metrics
The main objective was to increase user engagement by encouraging users to experience the values Union offers, specifically measured by Average Active Days.
This involves steps such as encouraging users to go through the Scan Flow, setting Union as the default app, implementing Daily Check-ins, and getting users to explore basic functionalities like PDF, Word, Excel, and PowerPoint.
Performance Analysis
To begin with our main goal was to increase DAU for Microsoft 365.
The success metrics include Average Active Days, Media MAU, and the number of Hubs used per user. Guardrail metrics focus on app opens/retention, notification permissions, OCV feedbacks, and reviews on PlayStore/App Store. Analytical metrics include engagement with listed activities, clicks on the Quest Page and in-app notifications, task completion, user retention for five days, and a decrease in the funnel size per day.
Experience Design
I started my design process by understanding Product and User goal. Finding that sweet spot to make sure Product value and User need meet at correct junction.
I also focused on encouraging users to go through the Scan Flow to experience an Activation Milestone, setting M365 as the default app to improve discoverability, and implementing Daily Check-ins to bring users back to the app for multiple days. I also made sure that the UX help users to explore the basic functionalities offered by M365, such as PDF, Word, Excel, and PowerPoint.
Designing Assets
Key Screens
Animation
