Rethinking a Gamification Feature – Livelo (2025)
Investigated low user engagement with a gamification feature designed to boost activity among low-point users, identifying usability barriers, misaligned expectations, and motivators through a mixed-methods approach.
KEY INSIGHTS
#1 Feature naming strongly influenced user expectations — many expected games, not challenges.
#2 User segmentation is critical: newcomers saw the game as a discovery tool, while experienced users analyzed cost-benefit with greater scrutiny.
#3 Even slight perceptions of financial commitment discouraged participation — clarity and reassurance are essential.
METHODS USED
Quantitative survey sent via email to eligible users who didn’t participate in the feature.
In-depth interviews (n=12) with active users, recruited via remote testing platforms.
Comparative analysis of behavior and perception by experience level (new vs. returning users).
RESULTS
+70K users engaged with the feature during its initial rollout.
99% of users who joined the “Start Here” challenge completed it.
For the “Turbo Challenge,” 48.6% of users reported making their first transaction because of the gamified flow.
10% of all boosted points now originate from the gamification feature.
Key adjustments implemented: entry point visibility, name clarity, onboarding message, and progress tracking visuals.
COLLAB
Worked with cross-functional teams to iterate on product copy, CRM segmentation strategies, PDs and POs.