TIM Fun is a mobile app designed to engage users through fun, interactive content, games, and daily challenges. However, we were facing challenges with user engagement, particularly with users not completing daily missions, leading to a drop in Daily Active Users (DAU) and overall retention.

The goal of this project was to increase user engagement and retention by introducing a more compelling Daily Challenges 2.0 feature, incorporating A/B testing and user-centric design to identify the best strategies for keeping users returning daily.

Declining Daily Engagement: A significant percentage of users were not completing the daily challenges, leading to a decrease in DAU.

Low Retention: Users often didn't return after completing initial challenges, meaning retention was suffering.

Under-utilized Anonymous Login: We had recently introduced an Anonymous Login feature, but the adoption of fully-logged-in accounts was still low, which limited the user's access to features such as redeeming rewards.

Ineffective Notifications: The timing and content of push notifications weren't optimized, meaning users were not being effectively reminded to complete daily challenges.

Through user research and data analysis, we identified key pain points:

Users needed more compelling incentives to return daily.

The notification strategy wasn't aligned with user habits.

The app lacked a seamless flow to convert anonymous users into full users.

We implemented A/B tests to optimize the Daily Challenges feature and maximize engagement. Key areas tested included:

Rewards Structure: We tested different reward types (e.g., coins, exclusive content) to find what users found most motivating.

Progress Feedback: Variations of the progress tracker were tested to understand how to better motivate users to complete a full week of challenges.

Notification Timing: We tested the best times to remind users to complete daily missions, balancing between being engaging and not being spammy.

Login Conversion: Integrated in-app prompts at strategic points (e.g., after completing a mission or after reaching a certain milestone) to encourage anonymous users to fully log in.

1. User Goal or Problem: Users wanted a quick, rewarding experience that gave them incentives to return daily. However, they were disengaging before completing all challenges due to lack of clarity or motivation.

2. User Action: Initially, users would complete one or two challenges but fail to complete all tasks or engage with the app consistently over a week.

3. Quotes and Sentiment: "These challenges are fun, but I forget about them unless I get a reminder." "It’s not always clear how close I am to finishing a full week of challenges."

4. Opportunity: We saw a need to provide more visibility on rewards and progress, alongside well-timed notifications that encouraged users to return without being overly intrusive.

The changes we implemented had a significant impact on key user metrics:

Daily Active Users (DAU): Increased by 20% after launching the updated Daily Challenges feature, driven by gamified rewards and clearer progress feedback.

Retention Rates: Improved by 18%, with users returning daily to complete all challenges. More users were completing the full 7-day streak.

Login Conversions: We saw a 15% increase in users transitioning from anonymous to fully logged-in users. The strategically placed login prompts, tied to the completion of challenges and access to better rewards, were crucial in driving this shift.

The Daily Challenges 2.0 feature redesign resulted in significant growth in both user engagement and retention, proving the effectiveness of A/B testing and data-driven UX design. By continuously refining the user experience based on real-time feedback and user behavior, we successfully created a more engaging, motivating, and sticky experience for TIM Fun users.

This case demonstrates the value of user-centric growth initiatives and highlights the importance of aligning the design process with clear metrics like DAU, retention, and login conversion to drive sustained engagement.