Improving App Engagement Through Gamification

Context

Role: Design Research Intern ~ Mobile app team

Company: Symplicity [Arlington, VA]

Role & Scope: UX Researcher intern responsible for developing research strategy, executing user research, and synthesizing findings into actionable recommendations.

Timeframe: 3 months

Team: Collaborated with product managers, UI/UX designers, and a front-end development team

The company wanted to improve user engagement, growth, retention, and adoption of its educational mobile app. However, user drop-off after onboarding and inconsistent usage habits signaled a lack of sustained motivation. This pain point was important because higher engagement and retention could directly support the company’s learning outcomes and subscription-based revenue model.

Ensure that user research effectively captures the lived experiences and health needs of target users in Africa.
Support the design of an app interface that is both functional and culturally appropriate.

We chose to conduct a survey to gather broad user insights quickly and at scale, followed by thematic analysis to distill key user needs and behaviors. This approach enabled us to identify patterns and prioritize features.

Timeline:

Week 1-2: Planning & survey design
Weeks 3–4: Distribution and collection (n = 109)
Week 5-6: Analysis
Week 7: Reporting and stakeholder presentation

Participant Details

Sample Size: 109 participants
Profile: Mixed demographic of college learners [Freshman &Sophomores] using the app to navigate career
Recruitment: Voluntary participants sourced via email invites and in-app prompts
Ethical Considerations were considered

Note: Some of the significant findings have been redacted (per the company’s NDA), but the insight below mirrors the overall findings.

Insight: Users are more likely to engage with the app when rewarded with recognition, such as badges or points.