UX - UI - Live Feature - Design Company - Gamesys

The brief was to create a feature where a user could recommend the game to a friend or to their social networks, and then collect coin bonuses for any users that signed up (users signing up via a RAF code would also get a bigger welcome coin bonus).

The RAF feature had to nestle within the growing Player Profile section naturally and was a way to grow the user base without acquisition costs.

As ever it required 2 skin varients for the two brands, Jackpot Joy and Star Spins Slots.

Research carried out was not restricted to competitor game apps, but also included looking at non-game apps like Airbnb, Uber, and Funzing. Real-world loyalty schemes were also considered, specifically coffee house institutions with their stamp card formats. From what was observed, few RAF features rarely encouraged users to share a code at all, and often the reward for doing so and getting any sign-ups was nominal.

In many cases, it was a feature that seemed to be added to apps as an after thought, even though such a function serves as a great way for acquiring new users without investing in marketing campaigns. Only younger brands seemed to push harder for a referral system and rewarded people with something of value.

My idea was to visually represent something to the user that would be immediately recognisable as something they could do several times to receive a bigger bonus payout. The way I wanted to do this was to encourage stretch goals with sign ups (get 1 sign up, get a bonus. Get 3 sign ups, get another bonus. Get 5 sign ups, etc.).

I was keen to make the feature as super easy for the user to navigate and understand as possible. It had to be simple and clear for both users involved in the process.

As the project progressed, it expanded out into the realm of onboarding new users, which me and the marketing design lead used as an opportunity to encourage a rethink into what marketing material would be shown in the App Store. This also spurred a refresh of our login screens, due to the nature of better enticing new players to the app. I carried out and delivered this work too as part of the whole project.

Our ‘New User’ flow diagram was something I also amended to work in the new RAF scenario, as I had extensively wireframe out the RAF feature early on in the process.