Reflex sports
Cross-functional partners
Engineering, Product management, Design systems.
Capitalising individual and team based sports events for 2022
Reflex Sports: turning 2022’s big sports events into a reason to stay active
ResultDesigned a gamified team-challenge feature to bring in new users and keep them active during 2022’s sports events.
The problem
Titan wanted to capitalise on live sports events with one feature that worked for both team-based and individual sports, inside an existing design system.
What I did
- Studied engagement patterns in Cred, Google Pay and Disney+ Hotstar
- Designed a progress-board game that fills in as teams of 5–8 complete steps
- Kept cognitive load low so the feature helped onboarding and retention
Objective
Designing for team-based and individual sports.
Overview
Context
Titan is a leading lifestyle brand in India and the fifth-largest watch manufacturer in the country. They wanted to see how they could capitalize on the sports events in 2022.
I was responsible for the whole project right from the user interface to the user experience. Since it was a project they had already launched in the market they already had a design system in place. The challenge was that it had to be designed for team-based and individual sports.
The features didn’t exist.
Success metrics
Onboarding new users on the platform.
Retaining and keeping the users active.
Sneak peek
Before
After
Capitalising the sports events for 2022.
Before
The company had not gamified a particular feature to capitalize on a live event previously. The competitors in the market had found a pattern that worked quite well for them. This was something new they wanted to introduce.
Competitors
Cred
After
Working closely with the design team, I discovered first-hand what challenges the customers would face potentially.
Select designs
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New users must be effectively onboarded and retained on the platform, as this was our biggest challenge.
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Users need to get used to a new pattern.
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The initial ideas had a lot of cognitive load for the users to handle.
While studying other platforms/apps there was a certain pattern observation. This helped us narrow down what ideas would cater to our target audience & align with the overall vision for the product.
Ongoing.
Google Pay
Disney + hotstar
The board idea consists of a square board with blocks associated with certain values. When you log in the user will see a blank square with outlined blocks. As you start completing steps the blocks will act as progress bars and will keep on filling as the user keeps on completing the steps. The user will get a unique identity which will be formed and displayed in the common event section.
Results and learnings
The full case study deck is available on request. ☺
Increased user satisfaction.
Expected to increase engagement and retention of users.
Addition of a feature that aligns with the overall vision of the product making it at par with its competitors.
This game is ideally fun when played in teams of 5-8. A word is given by the platform (relating to the sports event going on). Everyone has to write the first word that comes to their mind in 60 seconds. The most common word amongst the team would be given the most points. The better you perform the lesser steps you will have to complete.
Implementation is underway with growth experiments, including A/B testing.