Weekly Play and 4-week Streak
2024 -2026
As the lead designer to the reward stream, I spearheaded the redesign of Vitality App reward session, focusing on creating a more intuitive and engaging user experience. This comprehensive project involved the introduction of advanced search functionalities, a streamlined product catalog, price comparison features, and integrated user reviews, among other enhancements.
Vision
To create a brilliant member app that acts as a gateway to Vitality, generating sustained engagement and behaviour change to unlock shared value. Our aim was for the experience to deliver value without creating failure demand.
Ambitions
To drive and reinforce habit formation through enhanced gamified rewards, keeping members motivated and engaged with healthy behaviours.
Target Audience
Vitality members, with a focus on users who engage with wellness and reward programmes.
Key Concept
Once members meet reward thresholds, a gamified experience is unlocked. Weekly and monthly rewards can then be redeemed. Rewards are defined as incentives or recognition for healthy behaviours, made available to members to maintain engagement.
Key Result
15% of members actively playing the game board weekly
OKR Alignment
- Reduction in contact demand
- Increase in engagement
- Improvement in member sentiment
Problem Statement
Vitality needed an engaging, digital-first experience that encouraged healthy behaviours and sustained app engagement, while also reducing support demand. Existing features lacked gamification, habit reinforcement, and a clear reward loop.
Our Process
We followed a structured UX process:
- Validation: Usability testing and iteration based on user feedback
- Discovery & Research: Quantitative research and competitor analysis
- Discovery & Research: Quantitative research and competitor analysis
- Definition: Understanding user needs and pain points
- Ideation: Sketches, task mapping, and prioritisation
- Definition: Understanding user needs and pain points
- Ideation: Sketches, task mapping, and prioritisation
- Design: Wireframes, high-fidelity screens, and interactive prototypes
Definition: Understanding user needs and pain points
Ideation: Sketches, task mapping, and prioritisation
Design: Wireframes, high-fidelity screens, and interactive prototypes
Objectives & Goals
Encourage repeated engagement with the app. Reward healthy behaviour through gamified experiences. Reduce support demand by improving the member experience
Business Challenge
Low engagement with existing app features
Users unaware of gamified incentives and rewards
Need to drive measurable behavioural change without creating friction
Quantitative Research
- Conducted a user survey to understand members’ attitudes towards gamified rewards and healthy behaviour tracking.
- Measured how appealing users found the concept of linking exercise and wellness activities to a gamified experience.
- Collected data on member preferences for reward types, frequency, and perceived fairness.
- Insights helped prioritise features that users actually enjoy and informed the design of the reward mechanics to maximise engagement.
Measured how appealing users found the concept of linking exercise and wellness activities to a gamified experience.
Collected data on member preferences for reward types, frequency, and perceived fairness.
Insights helped prioritise features that users actually enjoy and informed the design of the reward mechanics to maximise engagement.
Market Analysis
Benchmarking against wellness and gamification apps
Analysed reward systems, engagement mechanics, and retention strategies
Identified opportunities for unique, member-first features
Task Flows and Design
Mapping from login → activity completion → reward unlock → reward redemption
Ensured frictionless experience with clear feedback
Event & notifications.
Find all the details for the event, chat with other participants and get important updates.
Key Contributions:
- Enhanced Search Functionality: Developed an advanced search system that allows users to easily find content aligned with their preferences.
- Product Catalog Redesign: Revamped the browsing interface to showcase Netflix’s extensive library in a more organized and visually appealing manner.
- Price Comparison Integration: Implemented a feature enabling users to compare subscription plans, ensuring transparency and informed decision-making.
- User Reviews System: Introduced a platform for user-generated reviews, fostering a community-driven approach to content discovery.
This project aimed to not only improve the aesthetics of the Netflix platform but also to significantly enhance usability, making content discovery a seamless and personalized experience for its vast user base.
Product User Challenges
Users felt that their healthy behaviours were only indirectly rewarded through a gamified “chance to play,” rather than receiving recognition or reward directly for their efforts.
This created a perception that effort did not always lead to tangible outcomes, reducing motivation and engagement.
Users wanted a clearer link between the healthy activities they completed and the rewards they earned, without needing additional unrelated interactions.
The extra gamification step was seen as a barrier rather than an incentive for consistent healthy behaviour.