Gamification design proposal - Mobility app

UX research

The first step was conducting a benchmarking analysis of similar applications that incorporated gamification features into their UI and user flow. Across the studied cases, the most successful mobility apps don't just reward usage, they build an identity around it. Branded naming conventions, user avatars, ranking systems, and point-based progression were the most consistently recurring elements, all working together to make users feel like participants in a community. When mapped against Ualabee's existing features, the building blocks were already there: missions, points, rankings, avatars, even carbon footprint tracking, but they were operating in isolation, without a coherent narrative connecting them.

Wireframes

The first UI sketches focused on organizing all existing gamified elements into a single screen that would serve as the user's main profile. From that central screen, secondary screens were designed to correspond to each type of currency the user could accumulate.

• Gamification home: a gamified ecosystem representing the user.
• Ranking: user standings based on miles earned, both globally and by city.
• Missions: an adjacent way to accumulate miles and increase the user's rank.

Avatar: introducing the "Ualame"

A representative character was designed so users could have their own identity within the gamified ecosystem. Since the company's name is Ualabee and the character is a representation of the user, the concept "Uala + me" = Ualame was born. Its shape also draws from the identifying element of the company's logo. The character would serve as the user's face within the app and could be randomly generated from the home screen, with a customizable color.

• User identity as part of a community.
• Integration into the company's brand universe while differentiating from competitors.

Changes and iterations

As with any project, the proposal was interrupted by a shift in product priorities. Building such a complex universe was no longer viable given that the goals for the next quarter had changed, so work began on a simplified version. It was decided to split all gamification elements into two areas, community and functionality, allowing each type of client to choose the gamification focus that best aligned with their primary objective with the app.

• Community: strengthen the sense of user community to build loyalty.
• Functionality: encourage daily use of the app's core tools.

Ranks and badges

A rank system was designed for users depending on the chosen gamification focus. For the community path, rank increases proportionally to the number of users helped in the chat. For the functionality path, rank increases through daily use of the app's tools.