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Using gamification to engage hockey fans.
June 2023 - today
Case study overview
Fantasy Hockey League is a mobile game where passionate hockey fans get to act as coaches of their team, and compete for the title every season.
This case study explores how we engaged users via gamification while meeting their needs.
Improving the onboarding process
Research showed that users were confused after they signed up.
A clear pathway was needed moving forward - and it started with the onboarding process.
This proved to be a vital part for our next challenge. To keep users engaged, we first need them to get a good start.
Unlock their desire to be the best
Our users wants to see their team win.
Why else would they play, right?
Using the desire to win, we explored how we could use gamfication elements to keep users engage - hopefully throughout the season.
Keeping users engaged
The hockey season generally lasts around 9 months. During the season, users face several challenges - mainly to keep playing if their team is performing poorly.
We used challenges, rankings and other gamification elements with the hope to keep users engage before and during the season.
Season starts
Drive engagement
Keep users
When users have a team and have successfully signed up, we wanted to challenge them early and throughout the season.
We simplified the onboarding process by cutting down the amount of steps to create a team and a profile.
Challenge them
Onboarding
Drive engagement before and during the season
This was our biggest challenge when trying to incooporate gamification into the game - engage user over time, especially before the season starts as there is a "down" period between seasons.
Solutions & design
From 16 steps to...
The original onboarding process consisted of 16 steps - including creating a team, joining a league and a tutorial.
This was one of the major pain points for the users - it was too complicated to sign up and to know what to do next.
...to only six.
By cutting down the amount of the steps, we aimed to make the onboarding easier for the users - and for them to focus on what matters - getting started with their team.
A big part of the new onboarding process is to reward the user for having created a team. This was part of the long-term vision for the game - to reward them for actions taken or challenges completed.
We also wanted to make the users feel like they have an identity when playing the game. It's the users that is the coach over their unique team.
Giving the user a sense of control - by choosing coach - and team name, as well as a logo for their team, is a part of making them feel like they are control of their game journey.
New look, new lobby
Level up the lobby.
Right now.
What do I do next?
After users signed up they were confused about what to do next. Where they could find their team, when does the league start and to find player information were some of their concerns.
The new lobby shows how users can complete challenges and level up their coach, right from start. They can earn in-game-coins or level up their coach by taking on dynamic challenges that changes depending on where in the season it is, or the level of the coach.
Play with friends
Fantasy Hockey League is at it's core a game to play and compete with friends. For that reason, we created a community page - a hub for players to interact with and see what the others players up. See who joined the league and what transfers have been done are some of the features within the hub.
More features.
Same core.
There are more features that have been added to the game, like a new way to check player statistics faster. That was one of the wishes from our users, along with more features that will come later.
The core of all these new looks and features is that the users feel like that game is alive, and that they can interact with other players and keep completing dynamic challenges throughout the season.
Moving forward
This game is live right now - but there are plenty changes left to implemented into it. To keep players engage before and during the season is a huge challenge, but a very fun one.
This is what I'm currently working with, and it's very exciting.
Ask me questions about this project or contact me about working together.
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