A gamified product with quizzes and challenges for academics

Why?

Better Engagement: Using gamification elements to engage more new users and make them to stick around and experience the Vedantu offerings. 

Market Scenario: CBSE has released new Guidelines where higher grade students have to give Term 1 MCQ based board exam. A ‘Play & Practice’ use case sits here perfectly.

Previous Learnings: In V.O.T.E(Vedantu Online Talent Examination) we saw challenges had ~34% adoption.

Target Audience

As we were catering to classes 6-12 our main users were students from these classes who regularly visited the app but for some or the other reason were unable to find hooks to stay in the app which further dropped the D7 retention numbers.

Hence based on the previous experience in V.O.T.E campaign where a large number of users were taking part in challenges until the main exam commenced. So, the inspiration was drawn from the same and few features and elements were taken from there.

Apart from this few user interviews were conducted to understand their interests and motivation.Here are a few helpful insights which were gathered during the interview sessions:

• Multiple choice questions: 13 students like playing MCQ’s as it helps them practice for the exams.Topics for revision: 10 students mentioned that certain topics which are covered earlier in the curriculum could be covered in challenges as this helps students revise the topics.

• Level of questions: 12 students mentioned they easily lose interest if the questions are relatively easy and take less time to solve vs questions that test the student’s knowledge and skill in that area.

• Competitive element: 15 Students mentioned that they liked recognition and they are competitive. Hence they like competing where they can stand out and score the highest.Rewards: Apart from levels of questions, all students wanted rewards that they get after competing in a challenge.

Goals and objectives

After gaining few insightful inputs during the user interviews, we prepared a set of goals that the users were looking for in the play mode

Challenge discovery: User should be able to find and attempt challenges. Challenges are to be to marked with difficulty level for user’s understanding.

Experience Points (XP): User should be able to earn Experience points on completing & participating challenges and also track the total XP earned. 

Leaderboard: User should be able to participate and compete in leaderboards based on XP earned and get recognised.Rewards: If a user has achieved a top rank in the leaderboard he/she should be able to win Prizes.

Feedback:  User should be allowed to give a +ve or -ve feedback about the content, quality or other aspects of the game after he/she attempts a challenge.

User Flow

Wireframes

The goals that were prepared based on the user interviews and target audience, we started with the ideation phase. We brainstormed different ideas on how to make the whole experience more engaging and enticing for the users. The primary focus was on creating an accessible landing page for the user where user can view different challenges based on difficulty levels

Final Designs

Impact

The combined Impact of Play properties is bringing about at 24% adoption improvement.

About 60% users of play mode are unique- engaging only in play on Day 0.

Users in play have started to adopt other core activities as well.

Before Play mode: ~15% | After Play : ~ 25%

Avg Time spent per user for Play mode  ~45% higher than Masterclass User

What did users like:

1. Helped Clear Concepts  - Almost 40% users mentioned Play mode is helping them to practice concepts.

2. Surprise ie. random question on topic & Unique (Non repeating) Questions is appreciated by students.

3. Feeling of  Competition on leaderboard  and benchmarking.

4. Knowledge against  other students MCQ question for Term 1 Board exam Preparation & as a Confidence booster before exams.

What did users not like:

1. 25% of the users don't find rewards interesting 

2. 20% of the users have not learned the topic in school