Edily Gamification

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From the summer of 2023 to early 2024, I worked with Edily Learning, an innovative EdTech company based in San Francisco dedicated to reshaping the educational landscape. My goal was to infuse the Edily app with engaging gamification features that drove engagement and would enhance the learning experience. This case study examines my project to build gamification strategies and designs that elevate Edily’s mission: To empower creators, educators, and students to take ownership over the education experience.

Collaboration

Edily Learning

Role

Product design

Timeline

Nov 2023 - January 2024

Problem Statement

Exploring New Boundaries

While Edily has a good foundation, they were struggling with user retention and therefore were looking for new ways to engage users and build a habit. How can we implement gamification features in the Edily app that appeal to Gen-Z audiences and makes learning more engaging?

Goal

What do we consider a success?

There were three main objectives we wanted to achieve:

Competitive Analysis

Looking inspiration

I conducted competitive research on six other apps, which included other ED-tech apps, social medias, and successful gaming apps. Based on my findings, I concluded that good gamification required users to feel a sense of progression and accomplishment. Social features are also good motivators for user retention. Thus, many of these apps share similiar features like achievements, progress bars, and streaks.

Using Yu-Kai Chou's framework for gamification, I applied each core principle of gamification to each app and identified which ones were the most successful.

I also mapped out gamification features that were most prevalent between apps.

Quantitative Research

Understanding our users.

Next, we wanted to analyze the overall view of apps with gamification alongside the level of use of different features. We conducted surveys amongst our target population and garnered 47 responses.

From the competitive analysis, we found that the Duolingo app was the most similar with our gamification goals. Thus, there were two surveys conducted: one centered around general gamification habits and another on user habits of long term Duolingo users.

I then compiled all the responses from both surveys and grouped them into common trends and themes.

Some important findings:

  • Three of the most important features users liked about gamification were the sense of progression, having frequent/daily tasks, and having a sense of control and customizability.
  • We had to implement gamification in a way that was straightforward and simple to understand. This meant avoiding too many gimmicks.
  • Users gravitated towards practice questions as the most effective way of learning and having the most sense of accomplishment.

Ideation

Brainstorming Solutions

I took some inspiration from the Design Sprinting process to help me brainstorm for ideas. I used How Might We's to identify key user problems/pain points and best possible directions towards solving those problems.

I finally drew some preliminary sketches so I could have a general ideas of what features I wanted to incorporate and the general direction would be for wireframing.

Wireframes

Outcome

User Interviews

Revamping and Tinkering

While I've done a lot of informal user interviews in the past, this was my first time thoroughly going thoroughly the steps of gathering user feedback. I interviewed several interns throughout the company. The interview would start with introductions, a run through of my design prototype on Figma, as well as usability questions at the end. While going through the prototype, I encouraged interviewees to narrate their thoughts out loud as they went. I gained a lot of valuble feedback from these interviews.

I learnt a lot from this process, especially from my supervisor. He had a lot of experience conducting user interviews, and was my guide through my first one. I gained a lot of experience in talking with users, asking the right questions, and pinpointing user pain points.

Takeaway

What I Learned

I've learnt a lot at Edily, as this was my first time working in this type of professional setting. I was the only UX design intern, so it was definitely a bit daunting when I first started. Luckily, my manager was really helpful in guiding me through the process. Here are the biggest takeaways I gained:

  1. Communication is important. As a designer, I am expected to talk to people of various expertise and backgrounds. I learnt a lot on how to communicate my design choices effectively and how to collaborate well with others.
  2. I became a lot better in making user friendly designs, figuring out user needs/pain points, and working with Figma.
  3. I gained experience in conducting thorough user interviews and getting valuable feedback.

My gamification project was an enriching experience, and users generally reacted positively to the new features. However, I do feel like I need to further flesh out some of the features, as there were some inconsistencies with how the points system worked. The next steps would be to figure out which features are most important and to explore them more fully.

Try it out!

Other work