Gamification system design for B2B to increase repeat use by 40%
Soraia Soares
B2B Startup | Gamification | NDA
From badges to business impact: a system designed to increase repeat use by 40%
Overview
I was brought in by a product agency to support a B2B startup focused on workplace safety training. The initial ask was to design a basic gamification layer, a few badges and an achievement screen. But after analysing the platform’s goals, user types, and long-term potential, I saw an opportunity to transform this into a system that could drive meaningful engagement and deliver value at every level of the product.
My Role
I was the sole Product Designer embedded in a cross-functional team.
I led the strategy, design thinking, and system architecture of a gamification system across four distinct user types.
Motivate employee behaviour through progress visibility
Equip managers with team engagement tools
Provide business clients with performance insights
Turn usage data into business intelligence for the platform owner
Strategic Shift
Rather than treat gamification as a visual layer, I proposed a system that would:
Motivate employee behaviour through progress visibility
Equip managers with team engagement tools
Provide business clients with performance insights
Turn usage data into business intelligence for the platform owner
Outcome
This evolved into a full engagement system with:
A gamification framework with performance metrics, levels, and leaderboards
Manager tools to track and motivate team engagement
Admin visibility into individual progress
A company ranking system for strategic decision-making
Expected Impact
Though the system is still rolling out, similar models show strong expected gains:
+40% increase in repeat user engagement
+50% increase in manager-led coaching actions
+15-20% better client retention through data insights
Retrospective
This project was a strategic pivot, from a visual feature brief to a behavioural engagement system spanning four user roles. My work helped establish a scalable gamification framework that was praised by the client and agency team for its clarity, flexibility, and business alignment.
Key Learnings
Successfully reframing narrow briefs requires confident communication and clear product thinking
Designing cross-role systems deepens adoption and reveals hidden business value
Strategic design can (and should) serve users, managers, and platform growth simultaneously
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Posted Oct 12, 2025
Designed a gamification system for a B2B startup to boost engagement by 40%.
