Client: Immutable

My Role: UX Strategist & Product Designer

Type: UX Desktop Research

Task at hand: Conduct a detailed teardown and analysis of how best-in-class apps, particularly those in the paid-to-play domain, onboard and retain new users.

Deliverables: Annotated Figma teardown board, written synthesis report, actionable recommendations, and a cognitive bias/design element cross-reference matrix.

Immutable Play Feed needed to understand how leading apps drive Day-1 and Day-7 retention. The challenge was to identify not only gamification elements but also the underlying cognitive biases and Octalysis core drives that make them effective.

To reveal actionable insights from competitor analysis that could translate into retention-focused design strategies for the Immutable Play Feed, ensuring players engage deeply from their first interaction.

Researched and benchmarked 10+ competitor apps (Mistplay, JustPlay, Layer3, Playfull, Zealy, etc.)

Captured and mapped onboarding flows, design elements, and reward mechanics

Built an annotated Figma board with screenshots and commentary

Synthesized findings into a written report highlighting design patterns, strengths, and gaps

Created an appendix matrix mapping each bias to design elements and user flows

Choice Architecture + Core Drive 2: Simple onboarding wizards lower cognitive load and nudge completion.

Goal Gradient Effect + Core Drive 2: Progress bars and “2 steps to first reward” CTAs increase early motivation.

Endowed Progress + Core Drive 4: Pre-filled meters and starter rewards give users a sense of immediate ownership.

Variable Rewards + Core Drive 7: Loot chests, scratch cards, and surprise bonuses sustain long-term engagement.

Early wins matter: Delivering micro-rewards and clear next steps is critical to Day-1 stickiness.

Immersion breaks hurt retention: Even minor app crashes or confusing flows disrupt momentum.

Bias mapping unlocks strategy: Understanding why design elements work helps translate competitor tactics into sustainable, brand-aligned features.

Gamification isn’t one-size-fits-all: Retention loops must fit the product’s unique ecosystem of rewards (gems, keys, IMX tokens).