Client

Beckon Inc.

Role

Lead UX / UI Designer

Deliverables

  • UX Strategy

  • Information Architecture

  • User Flow

  • WireFraming

  • Interactive Prototype

Overview

Beckon is a SaaS platform that integrates marketing data for agile decision-making, helping businesses maximize ROI. Its gamification strategy makes data analysis rewarding and engaging.

My Role & Vision

As the lead UI/UX designer for Beckon, a SaaS marketing data platform, I aimed to make data analysis engaging and rewarding. I saw marketers and analysts struggling with complex data, so I designed a gamification strategy to keep them coming back, turning tasks into a fun, interactive journey.

Key Points

  • Research suggests gamification can boost engagement in SaaS platforms like Beckon.

  • It seems likely that points, badges, and tasks motivate users, though outcomes vary.

  • The evidence leans toward social features fostering community, but success depends on design.

The Challenge

Marketers often find data overwhelming. My goal was to create a system that rewarded actions like creating charts or sharing insights, turning complex tasks into an enjoyable journey.

Designing a Gamification System for Beckon

Background and Objectives

Beckon empowers marketers and analysts to maximize ROI through integrated dashboards and performance insights. However, complex data can overwhelm users, leading to disengagement. Our team was tasked with building a gamification system from the ground up to address this challenge. My objectives as lead designer were to:

  • Increase user engagement and retention by making the platform interactive.

  • Motivate users to complete tasks like creating charts and exploring features.

  • Foster a sense of achievement and community to enhance loyalty.

The Challenge

I observed that marketers often struggle with data-heavy platforms, finding them intimidating or tedious. My challenge was to design a system that rewarded key behaviors—such as sharing insights, completing tutorials, and consistent use—while keeping the experience intuitive and fun. The goal was to turn data analysis into a journey of achievement, encouraging users to return regularly.

 

Design Process

I began by researching user needs through interviews with marketers and analysts, identifying behaviors to incentivize, like chart creation and social sharing. Drawing inspiration from platforms like Asana and ProdPad, I designed a comprehensive gamification strategy tailored to Beckon’s audience. The process involved:

  • User Research: Understanding pain points and desired actions.

  • Prototyping: Creating wireframes for points, badges, and tasks.

  • Usability Testing: Iterating based on feedback to ensure clarity and appeal.

  • Visual Design: Crafting engaging badge icons and progress indicators.

Information Architecture

To ensure a seamless and consistent experience across Beckon’s platforms. Centered around the Reputation Profile as the user hub, it mapped interactions, achievements, and data flow across web and mobile, serving as the system’s blueprint.

Comparative Analysis

The following table compares Beckon’s gamification elements based on my design decisions, as outlined in the flowchart:

Usability Testing and Iteration

After developing the initial prototypes, I conducted usability testing with a diverse group of users to validate the system’s effectiveness. Feedback helped refine the placement of badges, the clarity of progress bars, and the frequency of notifications, ensuring the system was intuitive and motivating.

Implementation

I integrated these elements into Beckon’s interface for a seamless experience, guided by the flowchart:

  • User Profile: Displays points (e.g., 95) and badges, with a “Personal History” section for tracking, as shown in the flowchart’s “Reputation Profile” hub.

  • Task Interface: Organizes tasks into daily, weekly, and monthly categories, with timers and progress bars, detailed in the “Task Panels” section.

  • Achievement Pop-ups: Notify users of earned badges, showing peer achievements for social engagement, as outlined in the flowchart’s social features.

  • Navigation: A sidebar with options like Home, Campaigns, and Dashboards ensures easy access to gamified features, reflected in the “Navigation Tabs” section.

  • Visual Design: Badges use vibrant icons (e.g., lions, rockets), and tooltips guide users, enhancing accessibility, as seen in the flowchart’s “Tool Tips” and “Tip Panel.”

Conclusion

As the lead designer, I am proud to have crafted Beckon’s gamification system, transforming a data-heavy platform into an engaging experience. By integrating points, badges, progress tracking, social features, time-bound tasks, and masteries, guided by a detailed information architecture, we’ve created a journey that motivates users to explore and excel. This system is poised to boost engagement, retention, and satisfaction, setting a benchmark for SaaS gamification while addressing the challenges of a multi-platform environment.