Fantasy Island - Project Enhancement

Background

Fantasy Island challenge is a 30-day social step challenge app. There are 20 levels to conquer in the Challenge before you can get the rewards. Employees could earn gems by completing daily activities like reaching 5k steps, tagging colleagues and sending a boost to help colleagues to level up. The more gems they earn, the more their avatar will progress along the path and unlock new levels.

Issues

During the first week of the product launch, the enrollment and participation rates were very high. However, the participation rate turned down sharply starting from the second week. In this regard, we also asked colleagues who participated in this challenge. Ask questions such as the following： do you reach the daily goal of 5,000 steps? How often do you open this app? Do you know how many gems you can earn per day? Do you know what your gems can do? Do you know that you can tag your colleagues to get gems? Do you know that you can have a boost as long as you double your daily goal? In the end, we found one of the most prominent reasons is the lack of activities. In addition, the majority of the information pushed to users is through notification, such as reaching the daily goal of 5k steps, being tagged from coworkers, and so on. As a result, users get gems without the need to open the app. There seems to be no motivation to spend more time in the app.

Process

To start off, I created a provisional persona of a Fantasy Island Challenge user, based on my understanding of coworkers who joined the challenge, including myself. This persona was developed with assumptions, but I referred back to it throughout the project to guide my design decisions and priorities.

The Fantasy Island Challenge typically runs for one time period, usually 30 days. I divided this time into three periods and made assumptions based on each of these segments. I listed all the activities Ana could engage in throughout the entire challenge.