This graduation research project explores how gamification can transform e-commerce personalisation from a purely algorithmic process into an engaging, community-driven experience. Conducted at Jio Platforms Limited in collaboration with the National Institute of Fashion Technology.
This graduation research project explores how gamification can transform e-commerce personalisation from a purely algorithmic process into an engaging, community-driven experience. Conducted at Jio Platforms Limited in collaboration with the National Institute of Fashion Technology.
This extensive UX research project was conducted in collaboration with Jio Platforms Limited, one of India's largest digital services companies. The project aimed to investigate how gamification elements and personalization strategies could enhance user engagement and retention in e-commerce platforms.
This extensive UX research project was conducted in collaboration with Jio Platforms Limited, one of India's largest digital services companies. The project aimed to investigate how gamification elements and personalization strategies could enhance user engagement and retention in e-commerce platforms.
The 'Challenge'
E-commerce platforms face significant challenges with user retention and engagement. The project sought to understand how gamified elements could create more engaging and personalised shopping experiences that keep users coming back.
Project 'Brief'
Gamified experience to achieve Personalization metrics across multiple User Personas for E-Commerce.
Design 'Process'
The project followed theDouble Diamond methodologyacross 16 weeks, structured into four distinct phases aimed at enhancing AI-driven e-commerce personalization through gamification.
Double Diamond Design Process
Double Diamond Design Process
Designing the right things
Designing the right things
Designing things right
Designing things right
Rip the brief
Rip the brief
Discover
Discover
Divergent Thinking
Divergent Thinking
Foundational Research
Foundational Research
Secondary Research
Secondary Research
Cluster topics
Cluster topics
Primary Research
Primary Research
Understand Research
Understand Research
Define
Define
Convergent Thinking
Convergent Thinking
Research Insights
Research Insights
User Persona
User Persona
Journey Mapping
Journey Mapping
Area of Opportunities
Area of Opportunities
Opportunity Mapping
Opportunity Mapping
How might we?
How might we?
Develop
Develop
Divergent Thinking
Divergent Thinking
Impact Effort Analysis
Impact Effort Analysis
How might we?
How might we?
Ideations
Ideations
Iterations
Iterations
Ideas
Ideas
Deliver
Deliver
Convergent Thinking
Convergent Thinking
Final Design
Final Design
Implementation
Implementation
Feedback
Feedback
Designing the right things
Designing things right
Rip the brief
Discover
Divergent Thinking
Foundational Research
Secondary Research
Cluster topics
Primary Research
Understand Research
Define
Convergent Thinking
Research Insights
User Persona
Journey Mapping
Area of Opportunities
Opportunity Mapping
How might we?
Develop
Divergent Thinking
Impact Effort Analysis
How might we?
Ideations
Iterations
Ideas
Deliver
Convergent Thinking
Final Design
Implementation
Feedback
Designing the right things
Designing things right
Rip the brief
Discover
Divergent Thinking
Foundational Research
Secondary Research
Cluster topics
Primary Research
Understand Research
Define
Convergent Thinking
Research Insights
User Persona
Journey Mapping
Area of Opportunities
Opportunity Mapping
How might we?
Develop
Divergent Thinking
Impact Effort Analysis
How might we?
Ideations
Iterations
Ideas
Deliver
Convergent Thinking
Final Design
Implementation
Feedback
Designing the right things
Designing things right
Rip the brief
Discover
Divergent Thinking
Foundational Research
Secondary Research
Cluster topics
Primary Research
Understand Research
Define
Convergent Thinking
Research Insights
User Persona
Journey Mapping
Area of Opportunities
Opportunity Mapping
How might we?
Develop
Divergent Thinking
Impact Effort Analysis
How might we?
Ideations
Iterations
Ideas
Deliver
Convergent Thinking
Final Design
Implementation
Feedback
The 'Research'
The research process followed to get the insights for the project :
I have done brainstorming, affinity mapping, and problem identification to understand the brief.
Foundational
01
I have done brainstorming, affinity mapping, and problem identification to understand the brief.
Foundational
01
I have done brainstorming, affinity mapping, and problem identification to understand the brief.
Foundational
01
I have done article and research publication reviews, competitor analysis, ecosystem mapping, and application audit to gain deeper insights.
Secondary
02
I have done article and research publication reviews, competitor analysis, ecosystem mapping, and application audit to gain deeper insights.
Secondary
02
I have done article and research publication reviews, competitor analysis, ecosystem mapping, and application audit to gain deeper insights.
Secondary
02
I have conducted user surveys, user interviews, and empathy mapping to validate the secondary research insights.
primary
03
I have conducted user surveys, user interviews, and empathy mapping to validate the secondary research insights.
primary
03
I have conducted user surveys, user interviews, and empathy mapping to validate the secondary research insights.
primary
03
Research 'Insights'
The research resulted in a comprehensive gamification framework that Jio Platforms could implement across their e-commerce applications. The framework included:
Progress bar
Users are more motivated by progress-based systems than purely random rewards
Progress bar
Users are more motivated by progress-based systems than purely random rewards
Progress bar
Users are more motivated by progress-based systems than purely random rewards
Social share
Social proof significantly influences purchasing decisions
Social share
Social proof significantly influences purchasing decisions
Social share
Social proof significantly influences purchasing decisions
Persona
Different user segments respond to different gamification elements
Persona
Different user segments respond to different gamification elements
Persona
Different user segments respond to different gamification elements
Research 'Impact'
The research findings and recommendations had significant impact on Jio's e-commerce strategy:
+
42
%
Aspected increase in user referrals through social features
+
42
%
Aspected increase in user referrals through social features
+
42
%
Aspected increase in user referrals through social features
+
37
%
Increase in user engagement during pilot implementation
+
37
%
Increase in user engagement during pilot implementation
+
37
%
Increase in user engagement during pilot implementation
+
28
%
Aspected growth in repeat visits after implementing recommendations
+
28
%
Aspected growth in repeat visits after implementing recommendations
+
28
%
Aspected growth in repeat visits after implementing recommendations
Key 'Learnings'
The research findings and recommendations had significant impact on Jio's e-commerce strategy:
Process Learnings
Research
Mixed-methods research provides more complete insights
Research
Mixed-methods research provides more complete insights
Research
Mixed-methods research provides more complete insights
Planning
Early stakeholder involvement streamlines implementation
Planning
Early stakeholder involvement streamlines implementation
Planning
Early stakeholder involvement streamlines implementation
Process
Iterative testing of concepts yields better results
Process
Iterative testing of concepts yields better results
Process
Iterative testing of concepts yields better results
Next'Steps'
The research findings and recommendations had significant impact on Jio's e-commerce strategy:
Follow up
Conduct follow-up research to assess long-term impact of gamification on user retention and engagement
Follow up
Conduct follow-up research to assess long-term impact of gamification on user retention and engagement
Follow up
Conduct follow-up research to assess long-term impact of gamification on user retention and engagement
Personalization
Further develop the personalization system to better match gamification elements with user preferences
Personalization
Further develop the personalization system to better match gamification elements with user preferences
Personalization
Further develop the personalization system to better match gamification elements with user preferences
Expansion
Expand implementation to additional platforms and user touchpoints
Expansion
Expand implementation to additional platforms and user touchpoints
Expansion
Expand implementation to additional platforms and user touchpoints
"
The research insights transformed our understanding of user engagement and provided actionable strategies that we've begun implementing across our platform.
Sanjeev 'Tuli'
Director UX| Central Design | Jio Platforms Limited
