WORK / NO . 001
How I adapt the new design to fit the new strategy and boost user engagement via Piggy Bank gameplay
YEAR: 2024
COMPANY: MOMO
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Context
Suppose traditional donations, people must make a considerable minimum deposit to donate or turn into gifts for individuals or non-profit organizations. This limits the number of users participating in charitable activities since they cannot afford to contribute large sums of cash.
Piggy Bank is a feature introduced by MoMo in 2019 that allows users to engage in games, complete tasks, and receive items (Golden Pig). These items range from 200 to 300 VND, allowing users to collect and donate the corresponding value to the charitable organizations cooperating with MoMo.
Through this feature, MoMo has made giving easier and cultivated the culture that giving charity is not necessarily financially intensive. Therefore, the company has received over 10 million donors within almost four years of its establishment, partnered with over 70 organizations, and successfully crowdfunded 250 billion VND for over 1000 projects in Vietnam. (Read article)
The outcome
Current problem
According to the chart from January 2023 to June 2023, it can be found that the quantity of new and light users (users who have been using the MoMo Piggy Bank for 1 to 6 months) is very unstable. On the other hand, a low number of old users was presented and tended to decrease, which can be shown by the lack of long-term users. Moreover, the average monthly engagement user rate (MEU) fell by 6.4% compared to 2022.
Unfortunately, the MoMo Piggy Bank game has not progressed much in gameplay in the last two years. The gameplay is still simple, mainly by feeding the pigs to collect them. Consequently, this simplicity does not motivate users to engage with the game long-term.
The overall number of the Golden Pigs donated has dropped dramatically by 10. 5% compared to 2022.
Business plan 2024
The plan for MoMo Piggy Bank finds five essential purposes, among which is concentrated on driving a high engagement rate for new and light users. Besides that, it intends to encourage users to donate to charity campaigns by Golden Pigs they earned.
The direction will be established according to the following stages:
User interview
After conducting research and interviewing users of the Piggy Bank application, I realized some problems based on different segments. These challenges will be divided as the business strategy as follows:
After interviewing users, I realized some problems based on different segments. These challenges will be divided as the business strategy as follows:
Challenges - New & Light user
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Difficulty in manipulating and processing information: When I was observing the user tasks, I saw that most of the time, at the first step, users do not have a proper understanding of the gameplay mechanics, and they find it very challenging to look for the information needed to perform specific tasks.
Challenges - Medium & Heavy user
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Lack of education on accumulating Golden Pigs for donation: Once users earn Golden Pigs, they tend to get as many as possible to show off to their friends without using them to donate.
UX flaws in the current design
Based on the findings of the user difficulties, I then stepped back. I observed users’ engagement with the gameplay via recordings to assess the overall user experience (UX) of the MoMo Piggy Bank application at the time.
I have identified several critical issues that directly affect user interaction as follows:
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Homepage (non-interactive)
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Homepage (after interaction)
UX Solution
Finally, based on analyzing the UX problems, I studied the data and devised potential solutions to improve the gameplay mechanics and make the interaction more enjoyable.
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Improve information architecture
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Design onboarding feature
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Enhance the interaction capabilities between gameplay and users
The result
Although it is still in the development process and there are no specific data available yet, we have conducted usability testing to measure the effectiveness before making improvements and received the following positive results:
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The effectiveness of users in completing the given tasks is an average of 80% after experiencing the onboarding feature.
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75% of users felt delighted when interacting with the system.
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The Click-through rate (CTR) across interactive game groups increased by 20% compared to the previous survey group data.
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