Creating an engaging and rewarding event experience
In this project, I designed an interactive and engaging web application intended for use during live events to reward attendees.
Background
At Evolv, we empower brands to transform live event experiences through our cutting-edge no-code SaaS platform. This platform allows brands to deploy interactive quests and flash-loyalty applications, offering real-time rewards to attendees for their engagement during events.
Problem Statement
Our primary challenge was to conceptualize and develop a flash loyalty platform that could captivate users during live, time-sensitive events. The goal was to incentivize immediate participation, thereby fostering a deeper sense of brand loyalty. This endeavor required us to navigate uncharted market territory, where immediate engagement was key.
Objectives
To design an engaging and interactive mobile web application tailored for event usage, enabling users to interact with quests and instantly redeem rewards.
To ensure that the mobile application was not only visually appealing but also provided a delightful user experience.
To devise a clear and concise user flow that made navigation straightforward and efficient.
Process and Approach
Research
Our research phase involved conducting in-depth interviews with event organizers to gain insights into attendee behaviors and observed patterns. We attended over 30 events in cities like Bangalore, Dubai, and Singapore to gather direct feedback from attendees about their expectations and requirements from such an application.
User flow and empathy
Utilizing both quantitative data points and qualitative inputs collected from attendees and organizers, we crafted a user flow that was engineered to include moments of delight. This flow underwent multiple iterations to ensure we achieved an optimized path that was both minimalistic and allowed users to accomplish tasks within three steps.
UI design
Aesthetics played a pivotal role in the UI design process. It was crucial for the UI to not only look sleek and modern but also resonate with attendees so that they enjoyed the experience. We focused on using bright colors and dynamic elements to create an interface that was both visually striking and user-friendly.
Beta deployment
We took our concept into the real world by beta testing the application at eight different events throughout Southeast Asia. It was crucial to launch the app in controlled environments to collect valuable feedback and observe user reactions. We set up booths at these events where we could interact with users directly and gather their thoughts on the application.
Streamlining the design
Based on the feedback received from our limited releases, we refined the design elements and polished the UI. Given that these applications would be generated via a SaaS platform, it was essential to ensure that the UI remained simple yet effective across all possible configurations provided by the platform.
Problems Identified and Solutions
Lackluster interaction with the Totem
During live events, attendees sought more than mere participation—they craved memorable and rewarding experiences. However, our initial Totem design failed to engage users effectively. Attendees largely ignored the Totem, leaving it ineffective in achieving the desired engagement levels. We needed a solution that would transform the Totem into an interactive and captivating element, bridging the gap between user expectations and event metrics.
Solution
To address this challenge, we gamified the Totem interaction. Instead of a static signpost, we deconstructed the Totem into puzzle-like elements—stickers representing each unlockable reward. Attendees encountered a silhouette of these stickers on the Totem, hinting at the potential rewards they could earn. As users actively participated in the event and unlocked rewards, their Totem canvas gradually filled in. Each unlocked reward sticker contributed to completing the silhouette, creating a dynamic visual representation. This approach not only rekindled user interest but also turned the Totem into a memorable and interactive part of the event, enhancing both user delight and business metrics.
User Understanding & Navigation
We noticed that users were struggling with understanding app functionality and navigating through the required steps
Solution
We minimized cognitive load by offering only two navigation options—quests and rewards—keeping flows simple yet engaging.
Clear Actionable Interface
Users found it challenging to understand what actions were expected of them on each page due to a lack of clear directives.
Solution
We created distinct action CTAs on each page, utilizing consistent design patterns in terms of location and shape within the UI. Colors were strategically used to signify the nature of each action, making it clear for users what they were expected to do on each page.
Results
Phenomenal results in all POCs led to secured partnerships with major brands. Users appreciated the app's engaging, interactive nature and the delight of unlocking rewards.
Learnings
Real-time interaction is crucial for maintaining user engagement, and delight and adaptability are key in design.
Summary
Deploy interactive quests and flash-loyalty applications offering real-time rewards to attendees.
Design an engaging, interactive mobile web application for event usage.
Conduct in-depth interviews with event organizers to gain insights into attendee behaviors.
Utilize quantitative data and qualitative inputs to craft a user flow with moments of delight.
UI design focused on sleek, modern aesthetics using bright colors and dynamic elements.
Beta test the application at eight different events throughout Southeast Asia.
Collect feedback and observe user reactions during controlled beta tests.
Refine design elements and polish UI based on feedback from limited releases.
Gamify the Totem interaction with puzzle-like elements and reward stickers.
Minimize cognitive load with only two navigation options: quests and rewards.
Clear action CTAs on each page with consistent design patterns and strategic color use.
Users appreciated the platform's engaging, interactive nature and the delight of unlocking rewards.
