SUSHIRO
UX Challenge:
Create a Gamified System
— CHALLENGE
Create a Gamified System on Sushiro's mobile app
— ROLE
Game Designer
UX Designer
UX Researcher
— TOOLS
Figma, Illustrator, Photoshop. MS Office
— DURATION
7 Days
BACKGROUND
In this fictional challenge, I set a goal of creating a Gamified System on Sushiro's mobile app. The Sushiro management has prepared a pre-marketing campaign to boost footfall for the opening of their newest store.
The management shared that this financial year focuses on increasing new members and online takeout purchases. They can fund up to USD 25,000 for prizes.
Campaign: Dakko Wonderland
Length of Campaign: 30 Days
OBJECTIVES
Here are the milestones that I have summarised based on their brief for their upcoming campaign. These are listed in order of priority.
• Increase membership and usage of Sushiro’s mobile app.
• Focus on increasing online takeout purchases.
• Increase the footfall of Sushiro’s outlets for this campaign.
The campaign will be running all within Sushiro’s app. Patrons need to have a Sushiro app account to use and participate in the campaign. The app allows members to order Sushiro’s dine-in or take-out items. It will also be the platform for the campaign to run on.
We will go into further details on how it would look like. Here are the key reasons to run the campaign through the app:
• Track the number of memberships and their usage.
• Track the number of purchases of dine-in and takeouts.
• Centralise campaign rewards and progress within the system.
• Track campaign progress and tweak probability rate values accordingly.
Here is the screenshots of the current Sushiro Singapore app. Currently the app main features are reservations and takeout. Users can create profile to track orders.
CAMPAIGN
CAMPAIGN DETAILS
Members are to collect tokens during the campaign. The tokens can then be used to play the Dakko Wonderland Gacha (we called it Packs in the app). Members will get to open blind packs that contain jigsaw pieces. These jigsaw pieces will form a Picture set. There are a total of 10 Picture sets to collect with 2 of the Picture sets being super rare. The first person to collect all 10 Picture sets will get the grand prize!
Members also will get to compete in the Dakko Wonderland leaderboard. Members gain points through purchases (dine-in or takeout) and completing quests during the campaign.
CAMPAIGN TIMELINE
This is the schedule for the release of the jigsaw pieces throughout the 30-day campaign.
USER STORIES
We will be looking at two primary target audience for this campaign. Here are two User Stories to illustrate.
PRIZES
Sushiro members stand to win 2-way trips to Tokyo, Japan Osaka, Japan and Seoul, Japan as the grand prizes for Dakko Wonderland. Members going to Japan will get to spend 2 days at Disneyland and Universal Studio Japan respectively. Members also stand to win premium membership which will get them early access to seasonal dishes before it releases to the public.
Do note that the Grand prize winners can only win one Grand prize. If by any chance, a member has 10 complete Picture sets and the top of the leaderboard, the member has to relinquish one of the Grand Prizes to the next in line.
You can view the detailed breakdown of prizes for members in the ‘Prizes’ and ‘Token & Points’ tab in the Excel Sheet.
PICTURE SET
Each picture has 6 jigsaw pieces to make it complete. In total, there are 60 jigsaw pieces to complete all 10 pictures. Each jigsaw piece for each picture has variable probabilities. Each picture will only be available on the week it is released. Members will receive points for completing a picture set.
Any duplicate jigsaw pieces will be converted to points that can help members climb up the leaderboard.
• Complete Normal Picture set = 200 pts
• Complete Rare Picture set = 1000 pts
• Duplicate Normal Jigsaw piece = 20 pts
• Duplicate Rare Jigsaw piece = 100 pts
You can view the detailed breakdown of points for Picture Sets in the ‘Token & Points’ in the Excel Sheet. You can also view the ‘Probability Rate’ of the Jigsaw pieces in the same sheet.
TOKENS
There will be 2 types of tokens (Silver & Gold). You can use these tokens to buy blind packs. Each blind pack contains 1 jigsaw piece.
• 1 Silver token = 1 blind pack
• 1 Gold token = 3 blind pack
You can gain Silver tokens from takeout, dine-in in and quests. You can only gain Gold tokens from takeout purchases or completing quests. As one of the key objectives is to increase online takeout purchases, we have designed the reward system to make it more lucrative for takeout purchases. Here is an example of a reward system based on a single purchase.
BLIND PACKS / PACKS
Each blind pack will contain 1 jigsaw piece. The rare jigsaw pieces have a premium finish. There will be 4 blind pack designs based on the weeks it is released. Members who missed the Weekly blind packs can purchase the Weekly blind pack at a higher cost. For example, it costs 3 Silver tokens or 1 Gold token to buy one Week 1 Blind pack.
POINTS
Members get points for takeout, dine-in and completing quests. Points denote the members standing on the leaderboard. Rewards will be given to members at the top of the leaderboard. There is no cap on the number of points a member can gain during the campaign.
You can view the detailed breakdown of prizes and points for members at the top of the leaderboard in the ‘Prizes’ and ‘Token & Points’ tab in the Excel Sheet.
QUESTS
Members get points for takeout, dine-in and completing quests. Points denote the members standing on the leaderboard.
Weekly Quest examples:
• Do 1 takeout
• Order a specific sushi (dine-in or takeout)
• Dine or takeout at specific locations
• Post an Instagram story at the outlet and tagging
• Post a TikTok using the Dakkozushi filter
Daily Quest example:
Play the Dakko Stacking game. Limited play on 1 time daily. The Dakko Stacking game is a physics-based, plate balancing game. Users are rewarded points and tokens based on high they can stack plates without dropping. The game is over once any plate goes below the starting plate.
GAME LOOP & FLOW
GAME LOOP
I have created a diagram for the core game loop and the micro game loops for the gamification system.
USER FLOW 1
In User Flow 1, members utilise the Sushiro app for dine in or takeout and able to keep track of their points and tokens they received from the purchase.
USER FLOW 2
In User Flow 2, members use their tokens to open blind packs to get normal or rare Jigsaw pieces to complete the Picture sets.
WIREFRAMES
GAME FLOW – OVERVIEW
I have created wireframes to illustrate the game flow when members participate in the Dakko Wonderland campaign.
WIREFRAME 1 (OVERVIEW)
This is the Home screen menu. Members will need to have a Sushiro account to access all the features. The Home screen will have headlines for new campaigns, new products or events.
WIREFRAME 2 (OVERVIEW)
Members can reach the Dakko Wonderland campaign by clicking on the Event button at the bottom bar. They can also quickly see points and tokens they have accumulated so far.
There are a few sub-tabs here. The ‘Details’ sub-tab shows details of the campaign and all the updates about it.
WIREFRAME 3 (OVERVIEW)
The ‘Leaderboard’ sub-tab showcases the members' current standing in the campaign. This leaderboard is updated daily.
The ‘Prizes’ sub-tab shows all the prizes members can stand to win during the campaign.
WIREFRAME 4 (OVERVIEW)
The ‘Leaderboard’ sub-tab showcases the members' current standing in the campaign. This leaderboard is updated daily.
The ‘Prizes’ sub-tab shows all the prizes members can stand to win during the campaign.
WIREFRAME 5 (OVERVIEW)
Once they spend a token, there will be animation revealing the Jigsaw piece and filling up a Picture set.
If the Jigsaw piece is a duplicate, it will be converted into points.
WIREFRAME 6 (OVERVIEW)
Members can have a sneak preview of the upcoming blind packs. These packs will be locked until the official date when it is supposed to be released.
WIREFRAME 7 (OVERVIEW)
The ‘Pictures’ tab shows what Picture sets are unlocked. Members can see which Jigsaw pieces that are missing.
All Picture sets will be unlocked at the beginning of Week 4 of the campaign.
WIREFRAME 8 (QUEST)
The ‘Quests’ tab shows what the Weekly Quests members can do to earn additional points and tokens. These Quests are not repeatable and only refresh at the start of the following week.
Members can also play the Dakko Staking game to earn points and tokens. There is a limit to 1 play per day.
WIREFRAME 9 (MINIGAME)
The Dakko Stacking Game is a physics-based, plate balancing game. The objective is to stack the plates as high as possible without dropping the plates.
Members start with a single plate and they move it left and right to catch the dropping plate.
WIREFRAME 10 (MINIGAME)
As the stack gets higher, members will get a notification if they earn points based on the height of the stack. In this example, the member has earned 10 points.
As the stack goes higher, the game will become more difficult as more plates will drop with variable speed. The game is over once they reach the highest reward of 1 token and 50 points, or any plate goes below the starting plate.
WIREFRAME 11 (ORDER FLOW)
Members can order through the Sushiro app by clicking on the ‘Order’ button at the bottom bar. They then have to choose either Dine-in or Takeout options.
WIREFRAME 12 (ORDER FLOW)
Members will be able to track the points and tokens they earn from their dine in or takeout purchase.
WIREFRAME 13 (ORDER FLOW)
The app will also notify how much purchase they need to earn the next token. This will encourage members to decide if it is worthwhile to add a bit more to get the Gold token.
WRAPPING UP
CONCLUSION
I believe I have designed a solid Gamification system that not only engages users in the campaign but also motivates them to patronise Sushiro outlets (via takeout and dine-in) on a weekly and daily basis through the Sushiro mobile app to win fantastic prizes.
The Picture set collection gives members random chances to collect all the right Jigsaw pieces to complete all 10 Picture sets. This system gives members the ‘Just 1 more try’ when they open blind packs. I also design an alternative path for members to win the other grand prize by being at the top of the leaderboard.
Members get more incentive to do online takeout purchases as this will earn them more Gold tokens as opposed to dine-in purchases. The Quest system will help increase footfall by creating customized Quest such as visiting a particular Sushiro outlet.
Overall, I believe that this proposal has met the objectives set for the campaign.
APPENDIX
• Dakko Wonderland Excel Sheet