Lovemoji

Gamified Dating App

Indipendent Project

Project Type: Gamified App

Industry: Entertainment

About: Lovemoji is an online dating app that uses users' responses to a list of images to match them.

Overview

Tired of time-consuming, unengaging dating apps, we decided to design and develop a gamified dating experience. It's been four months since the start of the app's development and design; during this time, we've attracted many local and international investors and achieved two out of four milestones of the project.

The Problem

Many text-based dating apps can’t make an engaging and fun experience for users. Tedious list of questions, lengthened user biographies, and lack of gamified elements have harmed dating apps’ user experience.

The Method

First of all, our design team conducted comprehensive user research to find about the demographics of dating app users. We also wanted to know about the lackings of current dating apps and how we can improve their user experience. We noticed two main reasons for disengagement of dating app users: unrewarding experiences and long texts. We need to design a new experience for people who has a narrow attention span and want to experience an engaging experience.

The App

Most dating apps use unpredictability mechanics as their primary gamified element. However, we used a few more Core Drives to gamify our platform. By using progress bars, experience points, levels, and achievements, we combined the sense of unpredictability with progress. We wanted to make sure that our platform contains both random and fixed rewards. Players can exchange points for Hearts, which allows them to get more results per session. We, then, used the Appointment Dynamics technique: every day at 11 pm, a live dating session starts, longing no more than 5 minutes. After the session, our algorithm, based on users' responses, matches the like-minded. In the beginning, every user gets no more than one match per session, but by spending points and earning Hearts, they get more and more results per session.
To increase user loyalty, we implemented a gamification technique, developed by Yu-Kai Chou, called Alfred Effect. As the users participate in more live sessions and finish levels, our algorithm gathers more data about their interests, and it becomes easier to find matches for them. When we collect enough data about a user, we will show her new peers, regardless of her activity. Of course, she can find more matches by participating in live sessions and finish more levels, but getting a constant amount of matches every ten days, based on her past activities, makes it much harder for the user to remove the app from her phone or mind.

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Kharazmi Social Platform

Social Platform and Interactive Curriculum

Client: Kharazmi Broker

Project Type: Gamified Social Platform

Industry: Financial

About: Kharazmi Social Platform is a platform aiming to increase engagement and loyalty of Kharazmi Broker clients.

Overview

Aiming to increase user engagement and customer loyalty, Mr. Gamification team designed a social platform for Kharazmi Broker. This social program has had a strong positive impact on all key metrics of Kharazmi Broker, increasing its investments, engagement, and users dramatically.

The Problem

Many people are hesitant to enter the stock market simply because they don’t know its basics and rules; a set of “tedious” theories behind stock market used to make this obstacle even bigger. Kharazmi Broker lacked an engaging method to teach the newcomers the basic ideas behind the stock market so they can make smart investments, too. They also wanted to increase the engagement of stock market experts, i.e., those who have years of experience in the stock market and/or make significant investments.

The Method

Mr. Gamification design team, based on the client's needs, divided the users into two categories: Newbies and Masters. We knew that we should find a way to encourage the Masters to mentor the Newbies; in this way, we would be able to increase the Masters' engagement and the Newbies' knowledge at the same time.
Then, we decided which gameful elements we are going to use in the platform, based on our audience and our client’s metrics.

The Platform

The most crucial goal of our design team was to teach the basics of the stock market engagingly and subtly to the users. Thus, we first designed a quest system. Players earn a constant amount of energies at the start of the month, and by accepting every quest, they lose a certain amount of energies (based on quest’s rewards and difficulty), making players extremely conscious about how they spend their energies. The difficulty of every quest depends not only on the task’s complexity but the number of people competing to finish that quest, making players extremely conscious about how other players spend their energies. So far, players are learning how to spend their resources wisely and how to predict how others will spend their resources--two vital skills for every investor. Furthermore, the quests are also about specific stock market principles such as p/e ratio. In other cases, the players need to directly predict future stock prices, which lets them test their forecast skills without actually investing money. This mechanic creates a safe place to learn vital skills.

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Northern 13

The First Iranian Reality Show

Client: Northern 13

Project Type: Gamified Reality Show

Industry: Film

About: Northern 13 is the first reality show produced and aired in Iran. 13 Iranian celebrities compete with each other to win the Grand Prize.

Overview

Northern 13, directed by Alireza Amini, is the first Iranian reality show. During the show, thirteen famous Iranian celebrities such as Sahar Ghoreyshi and Leyla Otadi compete against each other and play various Alternate Reality Games.

The Problem

The directing team of the show wanted to use folklore northern Iranian games and combine them with modern methods of game design to make an engaging experience for the participants and the audience.

The Method

Mr. Gamification design team first made a comprehensive query about the folklore Iranian games. After the research, we came up with a list of entertaining Iranian folklore games, but we still required to improve them with the modern techniques of ARG design.
We used the game technique card deck, designed by Andrzej Marczewski, and our unique method of gameful storytelling to improve the gameplay.

The ARG

We finally came up with a series of entertaining games which resonate with Iranian folklore culture. After every round, the losing team had to drop one of its members; this is a game technique which made engaging conflicts between team members.
We wanted to make every round's mission wildly different from the previous one, varying from designing the interior of an old Iranian house to playing traditional Iranian physical games.

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