B2B Startup | Gamification | NDA

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.

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

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

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

+40% increase in repeat user engagement

+50% increase in manager-led coaching actions

+15-20% better client retention through data insights

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.

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