How to gamify the use of Le Chat to boost engagement and retention

Ideation

We analysed competing applications, such as Chat Gpt, Claude, and Perplexity, as well as the mechanisms used by applications that employ gamification to boost retention, such as Headspace, Duolingo, and Strava.

This step enabled us to

To generate ideas for solutions, from which we selected principles that favour mechanisms rewarding the qualitative aspect of chatbot usage rather than the quantity of usage.

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‍This choice was crucial in order to elevate the service rather than distort its value proposition.

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Solution

• Rewarding daily and regular action‍
• ‍Reward consistency by providing immediate value
• Rewarding varied use of features

Tests carried out on 5 people:

2 women / 3 men, aged between 30 and 45, 4/5 of whom are regular users of AI chat.‍

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Learnings :

• 4/5 understood that returning every day gives them access to premium features.
• 5/5 did not understand how to earn coins.
• 4/5 had a negative experience when using the app due to mechanisms that interrupted their browsing.

Iteration

We have selected the simplest possible solutions in technical terms in order to resolve the main pain points identified during testing.

• Made the reward mechanisms more transparent with micro-animations at key moments
• Gathered gamification data in the place where testers intuitively looked for it
• Simplified the gamification principles and improved guidance between screens
• Remove mechanisms interrupting the user's main action

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This solution must be tested in order to confirm the choices made regarding the solution iteration.