Glovo — UI Redesign
Redesigning the Glovo app experience with gamification elements like games, competitions, and user rewards.
Versión es español aquí.
This is a group project in which four UX designers worked to redesign the user experience of Glovo in the record time of 2 hours.
What is gamification?
Gamification is the process of adding game-like elements to non-game contexts.
What Does It Bring to the Experience in Digital Products?
It is a strategy to motivate users of digital products by adding competitions, challenges, rewards, goals, etc., creating a more engaging experience and encouraging users to interact with our content.
These interactions improve brand perception among users, build community, and enhance the creation of reviews and recommendations from users.
We can use scoring systems, levels, badges, and leaderboards to drive engagement and participation.
The gamification strategy satisfies psychological needs, such as intrinsic motivation (self-determination theory) and flow theory, which states that people are more engaged when they face challenges aligned with their skills.
We need to understand the motivations for the users of each business in depth to apply the best gamification tactics.
Who Are Glovo’s Users?
In the case of Glovo, we understand that its users may be people interested in gastronomy who value a quick and hassle-free food delivery service.
What Strategies Did We Propose?
1. Points System
Every time a user places an order through Glovo, they earn 10 points. They also have the opportunity to earn extra points if they try certain dishes or write a review.
When they reach 50 points, they will get a 10% discount on their next order with Glovo.
This way, we build user loyalty, promote obtaining customer reviews, and reward the most “daring” customers, encouraging users to try different dishes or even generating a small competition among users dining together.
2. Challenges
We also created a challenge system that encourages users to try different restaurants. This would help Glovo to promote lesser-known or chosen restaurants among users. And it would generate that intrinsic motivation to explore new flavors.
Additionally, if this strategy is successful, Glovo’s marketing team could sell the service of appearing in recommendations to these explorer users to restaurants.
3. Quizzes
Once a person has tried 5 restaurants of the same type, they can test their knowledge of the typical dishes of that type of cuisine and be rewarded with more points.
We apply here the flow theory mentioned earlier, enhancing user engagement by facing challenges of concepts about which they have knowledge.
Conclusion
We developed this project as a group in two hours. We organized ourselves to choose the company, brainstorm ideas, make hand-drawn wireframes, and finally create the screens in Figma quickly and smoothly, as we had to present our proposal after this period.
Other ideas that we couldn’t develop in the time we had but could be interesting to look into:
- Adding challenges or other games during the users’ waiting time to make the delivery wait more entertaining.
- Upon reaching a certain level of points, users could access exclusive content such as recipes from renowned chefs, access to special culinary events, etc.
- Giving users the option to challenge their friends to compete in discovering new restaurants.
Do you use gamification in your projects? Here is the link to my financial education project (How to improve financial literacy in Spain?), where I also apply some of these strategies as motivation for saving and acquiring financial knowledge.
Thanks for reading. See you next time!
