Created a cash prize reward gamification that will retains users to keep coming back to use Superbank as their main digibank.

As part of Superbank’s roadmap plan to increase engagement & meet shareholders revenue target; we are looking into ways to retain existing users to use Superbank as their day to day bank. We believe by giving incentives from their actions increases their desire to login and use the digibank often. That is why we developed a gacha experience called Kartu Untung where users simply do daily attendance to win a prize everyday because as majority users enjoys playing games, this experience is an easy activity and a memorable one.

As a new digital bank, Superbank need to build more engagement in the product lifecycle since its only main performing features are 7% interest Deposit and Celengan (Piggybank pocket feature). We see this as an opportunity to build a shorter term engagement in which it can fill in the engagement gap that Superbank is missing. Based on current findings in the market, Superbank lacks uniqueness in what does the digital bank had to offer. One of the ideas that can be brought into the table is by creating a memorable game that would be easy to grasp and enjoyed by users. In order to build the best gamify experience, we collaborated with Kakaobank (one of our shareholders) to develop a different experience and only stand out with Superbank.

Retention is the main aim to ensure our non active users engage

We began looking at different benchmarks and references existed in the Indonesia market. By looking at competitors who have distributed different gamifications, we learned that creating reward based games require 3 components in any sector. Fun, Attendance and Event. These core components are fundamentals to make a successful reward based game specifically for a Digibank. We were learning from Shopee’s claim rewards experience and Kakaobank’s Daily Deposit reward collection. Claim rewards are known to be a quick interactive fast pace game for users to identify rewards quickly and while Kakaobank’s daily deposit scheme in prize ladder where the business frequency requires users to log in and save day to day in order to achieve the highest level.

Our goal now is to ensure that we build an effective business and productive scheme that allows users to have a reason to come back and play the game. They should get rewarded with meaningful benefits.

Within a 3-5 months; business, product and development are challenged to deliver in a short time period.

In order for us to achieve the project, we need to lock down the roles of each teams in order to deliver smooth and clear outcome. In my part as a designer, I need to ensure that the vision and end to end experience comes from my end first because the product has to be relatable with the current market.

The gamification needed to contextual and relatable.

We were exploring between different game experiences from a basic scratch card to lottery style because reward based experience tells a simpler story to users about winning a prize through action. However, the constraint that we faced from DINSOS was that the prize and experience should avoid having a JUDOL (judi online in bahasa for online gambling) concept as its considered to be illegal in Indonesia and as a financial institution, we should not illustrate or simulate such experience that will carry the bank’s name. This also affects the prize probability because if user’s chance increased in winning large amount of prize, then total prize from Superbank would be high in turnover, which banks needed a stable revenue.

Gacha card style is the perfect blend of probability surprises

Since our goal is to create a financial game that motivates users to stay engaged, we decided to take inspiration from an existing game called Pokemon TCG App where their simplified booster pack selection experience is the neutral option for us to proceed because firstly it revolves around choosing cards that contains prizes (general game) and secondly it doesn’t touch the topic of online gambling.

Thus we named it Kartu Untung

Kartu Untung (meaning Lucky Pocket) was drawn from the common game that most users play which are cards as an easy and understandable cultural method that everyone is familiar with. The luck part is originally inspired by a clover flower which represents luck in multiple regions. However, since the clover flower is not common in Indonesia, we replace it with cats as the most symbolic animal in Indonesia which represents both luck in varies province culture and also familiarity.

The Fund In Experience

Initially, we wanted to allow users to perform funding in before opening an account because it would be easier for them to give the right motivation to start playing, however we’d figure that since this game experience is a new concept in Indonesia and I assume that users will have difficult in understanding, we focus on the first 2 steps in 1. confirm to open new account and 2. explore the new feature by themselves.

The Play Experience

Realising that most 21 years old are in the era of gaming and self identity awareness, I used existing games like Need for Speed, Asphalt and Grand Turismo as a base model of developing that real world pro driver experience.

By creating a world of racers within the community, the students will treat the application as not just a platform for logging in their driving, but view it as a large community that gathers all students in the ecosystem to drive.

Chosen Concept

Realising that most 21 years old are in the era of gaming and self identity awareness, I used existing games like Need for Speed, Asphalt and Grand Turismo as a base model of developing that real world pro driver experience.

By creating a world of racers within the community, the students will treat the application as not just a platform for logging in their driving, but view it as a large community that gathers all students in the ecosystem to drive.

A fun motivated game that was heavy in conceptually thought, but execution can be improved to different directions.

I enjoyed the project very much as this project is the reason that it can help and catapault me to enter the world of UX and Product design. Through this project, I learned that designing individual screens can take up alot of time if the ideas are still rough and not to mention that if the planning was more thorough in which features are a priority, the clarity of the design step by step can show its true focus.

If I were to improve this project, the first thing I would do is immediately perform usability testing as a new research so that I can understand the experience more detailed; as this project was focused to be a UI only delivery. Once research is completed, this helps to understand what users actually want first and from there I will segregate the plannings into versioning where first version is to perfect the logging experience first and then thinking about the rewarding system of the product.