1% Energy Saver Campaign

UIUX | gamification | LINE Front-end Framework
Project Overview
Due to the low installation rate of smart meters and massive power outages, services for people to measure their energy consumption and even participate in demand response (consumers reduce their energy consumption during peak periods in response to time-based rates or other forms of financial incentives) become critical in Taiwan,

1% Energy Saver Campaign is a marketing campaign for smart meter owners in Taiwan to manage their electricity bills and energy consumption values in real time. This is a one-year free HEMS (Home Energy Management System) service on LINE liff (LINE FRONT-END FRAMEWORK) provided from NextDrive.
What I did
To increase user engagement and build customer loyalty, I create a gamification and reward system to retain users, attract more customers, and build brand loyalty. Moreover, with the limitation of developing resources, I also made a backstage management system to manage all these missions and rewards for employees to create their missions (games) for future use.
My Role
UI Design
UX Flow
illustration
Duration
Feburary 2022 ~ PRESENT
Tool
Figma
Credits
Product owner - Chris
UX Writer - Hailey
taskforce leader - Melissa
RD - cindy, jerry, carlos, amber
View the project
IMPACT
4
types of missions were created through the campaign management website.
100%
of missions are created through backstage website management.
0
develop resources needed when create new missions and reward prizes.
All
of users who subscribe to LINE official accounts can enjoy the mission and reward system.
Step 01 - Problem
lack of product stickiness and brand loyalty
To create product stickiness and maximize our user amount, product owner and business development want to build a gamification marketing system where users can earn E-coins by completing the missions.
Step 02 - Clarify
Define the rules
Unlike any other gamification system, the current information architecture only allows three accounts under the same smart meter to present an idea of family. Therefore, the applicant's friends cannot play the same mission. After the applicant earned the reward, E-coins, any accounts that are under the same smart meter can redeem the prize no matter who earns the E-coins. Based on this structure, I created four types of missions that people in the marketing department and product owner can launch from the backstage management system.
Step 03 - Design
4 types of missions
Each type of mission has different purposes in order to collecting users' data, feedback, and behaviors:

type 01 - Timed Quiz

Goal:

1. Collect users’ knowledge on energy saving, behaviors, etc.
2. Create an easier and quicker way than the form for users to fill out questions.

Mission system:

1. There are 2 types of timed quizzes: with and without correct answers.
2. Provide 10 seconds response time limits for each question.
3. Provide only 2 options to choose from.
4. Provide 3 types of options: image-only, text-only, and image & text options.

type 02 - view content

Goal:

1. Create opportunities for marketing promotions or third-party companies' collaboration.
2. Provide the easiest way among all missions to earn rewards (E-coins).

Mission system:

Users who participated and viewed the content earn the reward.

type 03 - Survey form

Goal:

1. Collect users’ knowledge on specific topics.
2. Create customizable and unlimited forms with Google Form.

Mission system:

1. Even if users don't have Gmail, they can still fill out the form.
2. Users who fill out the form in time earn the reward.

type 04 - Energy conservation (Membership Required)

Goal:

1. Collect the participation rate of remand response and the amount of reduced energy consumption.
2. To see if NextDrive company can become an aggregator during remand response.

Mission system:

1. Users who participated and reduce more than 50% of their average energy consumption earn the reward and bonus prize.
2. Users who participate and reduce less than their average energy but less than 50% earn the reward.

Step 04 - Iteration
originally, less than 10% of campaign applicants can enjoy out services
The reason why our membership is difficult to join is because of the limitation of smart meters and the complex application process from TaiPower. Users who can enjoy our services are less than 10% of total applicants. To create product stickiness and maximize our user amount, product owner and business development want to build a gamification marketing system where users can earn E-coins by completing the missions. Therefore, we decided to expand our services to that 90% of potential users.
Step 05 - Reflect
An MVP is a process that you repeat over and over again
Working at a startup company taught me that building a product to see if someone was interested in that product is to put your product in front of real users as quickly as possible. Unlike any other projects I participated in before, this project feels more like a process to me. I was really grateful that I had participated with such an energetic team of enthusiastic professionals. The product owner and I need to discuss new features, define users' needs, and scale scopes back and forth because the market plan is always changing and has not yet been defined. The developers were also super supportive of any changes, which allow me to make my design more creative and efficient.