With its simple and fun promise, the app quickly gained traction and wide press coverage. But the game itself was struggling to keep users excited in the long term. We decided to get answers from the best place there is, our users. We asked open questions like “Why do you stop playing?” which provided more clarity in the pitfalls of our game.
We realized we had a classic problem in the social media world, the leaking bucket. We were facing a paradox, It is hard to keep users entertained in the long term, at the same time, users felt overwhelmed by the number of challenges the app had to offer. We had the content, but not a strong story telling around these challenges that would provide context to our users.
When asking "What could make the game more fun?”, we quickly had interesting opportunities on how we could make it more exciting for the community.
Some were complex and required us to rethink our core game mechanics. But some of them seemed quite reachable in terms of feasibility and complexity.
We realized that we had the opportunity to make the game more exciting by engaging all our community based on the events of the year. Challenges around Halloween, Valentine’s Day, Christmas, were fun for our users because it forced them to do them the very day and created more context around the day.
Thus, came the concept of the Feat Of The Day. Everyday, we would highlight one challenge among the 5000. Users who do it gain more points and the challenge would become the main focus for the community. We built a contextual calendar where challenges were related to various themes. Also, from a business perspective, it clarified the message for sponsors or brands who would like to engage with our community on a certain event and would build solid story telling for the Community Management.
Love themed missions around Valentine’s Day, Spooky challenges for Halloween, celebrating the New Year together. It could be tied to a specific event like commemorating the death of Michael Jackson, or doing something for nature on Earth Day, the community had a center point to get together and feel like they are part of the world.
From the early mockups, to the launched design. We had a new section ready pretty quickly.
Challenges for the weekends..
Challenges for the weekdays..
Unique game mechanics tied to special days of the year.
Special quests created to be tied to specific events of the year (Here, the Olympics)