A new user flow for a better game experience / Responsive web app
Joodi, the free solidarity lottery
Joodi wanted to launch a mobile application and improve the UX/UI of their web app.
The main goal
Joodi was a unique game concept where players could earn money without spending their own, while making free donations to associations.
It was the first free solidarity lottery: free because it was financed by advertising, and solidarity-based because players could make donations to partner associations, funded by advertising revenue.
Players could win up to €5,000 per draw. Two draws were held each week, on Wednesday and Sunday evenings, and all draws were certified by a bailiff.
In just one year, the game attracted over 3,000 weekly active users. However, the CEOs of Joodi told me that users didn’t fully understand the game’s rules. Most were focused on playing, while only a few engaged with the donation feature.
The main challenge they gave me was to make donations to charities as important as playing the lottery.
UX Reaseach
A good user flow start with people.
User Testing and Affinity Diagram
As a first step, I shared a survey to better understand the motivations of potential users to play gambling games, as well as the reasons why people choose to donate to associations.
To complement this research, I conducted 5 interviews with people who had never used the application, in order to explore their expectations and their understanding of the game.
What came out of it
When signing up, testers quickly understood the opportunities to earn money and make donations. However, once on the landing page, they found the gaming aspect but were confused about the charity component.
They played their first games but didn’t fully understand the purpose of the commercials they had to watch. Moreover, all of them waited for the video to start automatically.
None of the players understood that they had to play 10 times to increase their chances of winning money, while also collecting the amount required to make a donation to an association.
For users, playing 10 times felt quite long, and in the end, very few noticed that they could finally make a donation.
Based on the insights gathered from Joodi’s demographics, as well as the survey and interviews, I created a persona to synthesize user behaviors, motivations, and pain points.
Meet Leo, a nurse in his thirties who enjoys helping people both during and outside of his workday. While altruistic by nature, he is also motivated by the possibility of earning a little extra money. Leo frequently plays on his phone, occasionally engages in gambling, and enjoys the thrill of taking risks.
UI Research
After establishing a user flow and a hypothesis statement, I began the sketches, low-fidelity and then in mid-fidelity.
I had 5 people test the sketches and the mid-fidelity each time, in order to make this new user-flow as fluid and clear as possible.
What Changed ?
On the first page, several key changes were implemented:
The bottom navigation bar was redesigned. Association profiles are now prominently displayed on the home page, and the previous “Donation” tab has been replaced with a “Results” tab, aiming to immediately highlight the charity component.
To motivate players to complete all 10 plays and make a donation, the progress bars were redesigned with updated visuals and clearer copy.
To encourage regular engagement and drive players to complete all 10 grids—both to increase their chances of winning and to unlock the ability to make a donation—I implemented a gamification system. Players can now track their level directly from the top bar.
A gamification system? But when and where?
From now on, the more grids a player completes, the more points they earn, increasing their level in the game.
With each level up, players can unlock Jocoins or gain the opportunity to make additional donations.
After completing each grid and viewing each advertisement, players can track their progress, see their current level, and access a reminder of the gamification rules via the question mark icon.
Making a donation after 10 grids played is now a mandatory step of the game.
Hi-Fidelity Prototype
And finally, I’m happy to share with you my high-fidelity prototype
You want to know more about me and what I can do for you ?