We reimagined the Yepah! gaming app to boost retention and engagement through user-centered design and a visually optimized interface.
My Role
As a UX Designer and Visual Design Lead at Yepah, a startup that allows users to win real prizes by playing video games, I was responsible for defining and rebuilding the user experience from the ground up. I developed strategies, concepts, and iterative prototypes while leading the design team to create a visually optimized and functional interface. I collaborated closely with designers, marketers, and developers to ensure solutions were practical, effective, and aligned to maximize user retention and engagement.
Key Problems and Context
The main challenge at Yepah was low retention and engagement, as users lost interest after the initial novelty due to a lack of consistent incentives and visible progress.
Hypothesis
Our hypothesis was based on integrating the four elements of Nir Eyal's Hooked model—triggers, actions, variable rewards, and investment—to improve user retention and engagement. We believed that by creating clear triggers to motivate participation, simplifying the actions required to play, and offering attractive variable rewards in the form of real prizes, we could sustain user interest beyond the initial novelty. Additionally, a tangible progress and rewards system would incentivize continuous return and long-term engagement.
To validate Yepah's hypothesis based on Nir Eyal's Hooked model, we applied various UX research methods to understand user behavior and refine our strategy. We conducted in-depth interviews and surveys to identify the triggers that motivated participation, assess satisfaction with the rewards, and evaluate the app's usability. We mapped the user journey, identifying friction points and areas for improving engagement. Usability testing allowed us to observe how users interacted with the interface, while empathy maps helped us tailor triggers and rewards to align with their emotions and frustrations.
DATA +
RESEARCH
We discovered that after the initial novelty, Yepah users sought clear incentives to return but lacked consistent motivations. 70% valued tangible rewards, but their interest waned after receiving the first few prizes.
The interviews revealed that personalized challenges and visible progress were key to sustaining user interest, aligning with the Hooked model's principles of variable rewards and constant achievements.
The key finding
Users needed a variable and progressive rewards system to motivate them to return to the app consistently.
The Design
Substantial changes based on research data..
Over 50% of users dropped out within the first 7 days due to a confusing flow and loss of novelty. Research revealed that 80% did not consider themselves gamers and needed clear incentives to return.
The app, previously perceived as a coupon platform, was redesigned with an intuitive UI. We integrated gamification elements such as levels, badges, and progressive rewards, along with progress bars and personalized notifications. The new visual design, microinteractions, and real-time feedback fostered greater connection and engagement, enhancing the user experience. We simplified the onboarding process and introduced immediate rewards to improve retention.
Design Changes
70% of users valued tangible rewards but lost motivation after receiving the initial prizes. We replaced fixed rewards with variable ones and optimized the visual design of the games with a pixel-art style, creating an emotional connection with users and boosting long-term engagement.
Analytical Thinking in Design Decisions
We adopted a data-driven approach, analyzing user behavior and conducting A/B tests to validate hypotheses. Switching from fixed to variable rewards increased weekly retention by 22% compared to fixed rewards, leveraging "intermittent reinforcement" to sustain engagement. Prioritized gamification and visual enhancements using impact-effort matrices, guided by behavioral insights. Iterative prototyping refined designs, while pixel-art visuals fostered emotional connections. All changes aligned with KPIs, addressing drop-offs and boosting long-term user motivation and satisfaction.
Results and metrics
We achieved 3x better retention above average and a 4.7x higher app rating, driving long-term user satisfaction and growth.
Subscription Conversion: Increased by 25%
CPA: Reduced by 50%
App Rating: Improved by 4.7x
