Leaderboard for Term deposit campaign
Applying basic gamification theory to increase Term Deposit amount for Cake Bank
timeline
11 - 12/2021
role
Product Designer
プラットフォーム
iOS, Android
category
Fintech
Cake initiated a strategic campaign called "Đua top đại gia" during the 2021 holiday season to promote Cash Accounts Saving Accounts (CASA) and Term Deposit (TD) by evaluating customers' overall savings and ranking them accordingly. This initiative was structured as a competition, with prizes awarded to the top 10 individuals on the leaderboard.
challenge
Since this is the first time we're adding a game-like visual to Cake, I'm working on finding a fresh interface style that fits well with the app's design. I want to strike a balance between fun and the clean look you'd expect from a banking app, all while keeping it easy to use.
business perspective
This strategy employs a familiar "burnt-to-earn" approach, where rewards are distributed to enhance customer engagement. To infuse a temporary burst of excitement into the usually routine banking app, we've introduced a fundamental gamification element - the leaderboard.
Our key success metrics on both the business and product fronts hinge on the total Term Deposit amount and user engagement.
campaign scheme
Our campaign is straightforward and understandable. Weekly, we rank the top 100 customers with the highest total Term Deposit balances. At the end of the month, Cake will transfer the rewards directly to their primary accounts.
However, to qualify for these rewards, customers must commit to participating in the ranking game and refrain from cashing out any of their Term Deposit accounts prematurely.
大変感謝しており、他の方々にもお会いできることを願っています
desk research
Although this feature is intended for a banking app, it incorporates a game-like element. To enhance its design, I drew inspiration from diverse categories that employ gamification for purposes beyond gaming.
In addition to gleaning insights from successful gamification implementations in apps like Duolingo, MOMO Wallet, and Wild Rift, I also found stylistic inspiration from various visual concepts on platforms like Dribbble and Pinterest.
design
Following brief research and alignment with the campaign scheme and business objectives, we have defined our goals for this project.
Firstly, we aim to accentuate the first 5 positions in the ranking, with particular emphasis on the top 3, as they will receive substantially higher rewards.
Secondly, we intend to display user information for transparency, enhancing the credibility of the ranking, while also ensuring stringent privacy protection.
Lastly, our visual design approach will incorporate a game-like aesthetic to engage and delight users.
learning
Exploring Gamification gradually
While this feature is relatively small for a seasonal campaign, it provided me with a valuable opportunity to delve into the world of gamification, which I found intriguing.
During the project, our lead Product Manager introduced us to "Actionable Gamification" by Yu-Kai Chou, which serves as a comprehensive guide to gamification, with a strong emphasis on psychology and human behavior – an enriching resource.
Function meets aesthetics
This task has highlighted the fact that gamification combines functionality with aesthetic design, a concept that genuinely excites me.
It's also a realm that places considerable emphasis on information design, as it requires the delivery of clear instructions while maintaining a clean and user-friendly interface that feels uncluttered and inviting.
End of story
