ngoctuanpham
ngoctuanpham
ngoctuanpham
ngoctuanpham
about me
work
resume
Role
Role
Role
User Experience Design Intern,
User Interface Design Intern
User Experience Design,
User Interface Design Intern
Duration
Duration
Duration
12 weeks
Tools
Tools
Tools
Figma,
Adobe Illustrator,
Adobe Effect
Figma, Adobe Illustrator,
Adobe Effect
Team
Team
Team
2 UX Designers,
1 Head of Product
2 Co-founders
3 Developer
About Two Hartz
About Two Hartz
About Two Hartz
Two Hartz – a new dating app targeting users in the USA and UK, helps you find real connections and offers love coaching sessions.
Two Hartz – a new dating app targeting users in the USA and UK, helps you find real connections and offers love coaching sessions.
Two Hartz – a new dating app targeting users in the USA and UK, helps you find real connections and offers love coaching sessions.
Context
Context
Context
Two Hartz - a new dating app recognizes the evolving landscape of online dating and aims to revolutionize the user experience by integrating gamification features. By leveraging gaming principles, Two Hartz enhances user engagement, fosters meaningful connections, and differentiates itself in a crowded market. Through gamification, users are empowered to enjoy a more interactive and enjoyable dating journey, driving increased retention and satisfaction on the platform.
Two Hartz - a new dating app recognizes the evolving landscape of online dating and aims to revolutionize the user experience by integrating gamification features. By leveraging gaming principles, Two Hartz enhances user engagement, fosters meaningful connections, and differentiates itself in a crowded market. Through gamification, users are empowered to enjoy a more interactive and enjoyable dating journey, driving increased retention and satisfaction on the platform.
Two Hartz - a new dating app recognizes the evolving landscape of online dating and aims to revolutionize the user experience by integrating gamification features. By leveraging gaming principles, Two Hartz enhances user engagement, fosters meaningful connections, and differentiates itself in a crowded market. Through gamification, users are empowered to enjoy a more interactive and enjoyable dating journey, driving increased retention and satisfaction on the platform.
Design Process
Design Process
Design Process
The Challenge of launching Gamification
The Challenge of launching Gamification
The Challenge of launching Gamification
Two Hartz faces challenges in maintaining and evolving their gamification strategies to stay relevant and competitive in a rapidly evolving market.
Two Hartz faces challenges in maintaining and evolving their gamification strategies to stay relevant and competitive in a rapidly evolving market.
Two Hartz faces challenges in maintaining and evolving their gamification strategies to stay relevant and competitive in a rapidly evolving market.
My Responsibilities
My Responsibilities
My Responsibilities
Conceptualized and designed the overall gamification strategy, aligning with the product goals and target audience.
Conceptualized and designed the overall gamification strategy, aligning with the product goals and target audience.
Conceptualized and designed the overall gamification strategy, aligning with the product goals and target audience.
Collaborated with stakeholders to define game mechanics, such as points, missions, and streaks, etc.
Collaborated with stakeholders to define game mechanics, such as points, missions, and streaks, etc.
Collaborated with stakeholders to define game mechanics, such as points, missions, and streaks, etc.
Developed wireframes and prototypes for the dashboard, games.
Developed wireframes and prototypes for the dashboard, games.
Developed wireframes and prototypes for the dashboard, games.
Design the visual interface of the dashboard, including layout, colors, typography, and iconography to enhance user engagement.
Design the visual interface of the dashboard, including layout, colors, typography, and iconography to enhance user engagement.
Design the visual interface of the dashboard, including layout, colors, typography, and iconography to enhance user engagement.
Conducted user ability testing to gather feedback.
Conducted user ability testing to gather feedback.
Conducted user ability testing to gather feedback.
Worked closely with developers to ensure the implementation design meets UX standards and technical requirements.
Worked closely with developers to ensure the implementation design meets UX standards and technical requirements.
Worked closely with developers to ensure the implementation design meets UX standards and technical requirements.
Problem statement
Problem statement
Problem statement
Develop a gamification feature that seamlessly integrates with the existing user interface, aligns with the company's brand guidelines, and adheres to the SRS specifications. The primary objective is to enhance user engagement, motivate users to adopt the new feature, and foster a sense of accomplishment and satisfaction.
Develop a gamification feature that seamlessly integrates with the existing user interface, aligns with the company's brand guidelines, and adheres to the SRS specifications. The primary objective is to enhance user engagement, motivate users to adopt the new feature, and foster a sense of accomplishment and satisfaction.
HOW MIGHT WE ingeniously infuse gamification into the user interface to captivate users, drive adoption, and evoke a profound sense of achievement and gratification?
Research
Research
Research
The dating app landscape is highly competitive, with numerous players vying for users' attention and loyalty. In recent years, many dating apps have integrated gamification features to enhance user engagement and retention. These features often include swipe-based matching, points or rewards systems, badges, and challenges designed to make the dating experience more interactive and enjoyable.
The dating app landscape is highly competitive, with numerous players vying for users' attention and loyalty. In recent years, many dating apps have integrated gamification features to enhance user engagement and retention. These features often include swipe-based matching, points or rewards systems, badges, and challenges designed to make the dating experience more interactive and enjoyable.
The fundamental factor behind the success
of traditional gamification structure - Extrinsic Motivation
The fundamental factor behind the success of traditional gamification structure - Extrinsic Motivation
I have conducted some secondary research and found that the success of gamification relies on a well-structured game that can stimulate players. This structure consists of three critical components:
I have conducted some secondary research and found that the success of gamification relies on a well-structured game that can stimulate players. This structure consists of three critical components:
Research Methodology
Research Methodology
Multi-Faceted Approach
Multi-Faceted Approach
Combine an analysis of gamification strategies across dating and non-dating apps to gain a broader understanding of effective techniques.
Combine an analysis of gamification strategies across dating and non-dating apps to gain a broader understanding of effective techniques.
User-Centric Focus
User-Centric Focus
How gamification features impact the user experience (UX), with particular attention to engagement, clarity, progression, motivation, balance.
How gamification features impact the user experience (UX), with particular attention to engagement, clarity, progression, motivation, balance.
Qualitative and Quantitative
Qualitative and Quantitative
Combine ratings and numeric scales (Low/Medium/High) with qualitative observations to provide both at-a-glance insights.
Combine ratings and numeric scales (Low/Medium/High) with qualitative observations to provide both at-a-glance insights.
Target Audience in Mind
Target Audience
in Mind
Factors in how different gamification approaches might resonate with various user demographics and dating app usage styles
Factors in how different gamification approaches might resonate with various user demographics and dating app usage styles
What’s missing in the gamification of other (dating) apps?(findings)
What’s missing in the gamification of other (dating) apps?(findings)
What’s missing in the gamification of other (dating) apps? (findings)
Exploration - Each display method has its own value
I conceived the idea of creating a comprehensive dashboard game where users can access streak points, total star points, complete daily and general missions for earning stars, and even play games. Through games, users can redeem stars to earn the rewards.
1. How should dashboard be displayed?
Through my research, I've devised 4 solutions for displaying the dashboards. This process allows me to explore ideas while also crafting versions that align with the business goals and technical constraints.
I conceived the idea of creating a comprehensive dashboard game where users can access streak points, total star points, complete daily and general missions for earning stars, and even play games. Through games, users can redeem stars to earn the rewards.
1. How should dashboard be displayed?
Through my research, I've devised 4 solutions for displaying the dashboards. This process allows me to explore ideas while also crafting versions that align with the business goals and technical constraints.
Sitemap
Sitemap
From the System Requirements Specification (SRS) briefing, I gained insight into the upcoming flow I need to design and brainstorm ideas for. Two crucial flows outlined in the SRS are: one for earning stars and another for redeeming stars.
From the System Requirements Specification (SRS) briefing, I gained insight into the upcoming flow I need to design and brainstorm ideas for. Two crucial flows outlined in the SRS are: one for earning stars and another for redeeming stars.
Design Solution
As a team, we delved into exploring different treatments. We faced a design challenge: two team members lacked prior game design experience, a critical feature within the app, while also ensuring the integration of essential business elements.
As a team, we delved into exploring different treatments. We faced a design challenge: two team members lacked prior game design experience, a critical feature within the app, while also ensuring the integration of essential business elements.
As a team, we delved into exploring different treatments. We faced a design challenge: two team members lacked prior game design experience, a critical feature within the app, while also ensuring the integration of essential business elements.
Design Principles
Design Principles
Positive Reeinforcement with a Playful Twist
Avoid serious progress visuals - opt for colourful vibrant themes, and even animation
User-Centered Design
Target-driven mechanics: Make the gameplay fun and easy to grasp for the targeted users.
Intuitive UI and Clear Onboarding
Rules, progress and how to interact with features are understandable
Intuitive Control
The game's control is easy to learn
Solution 1: A Gaming Ecosystem within a Dashboard - Unlock a World of Connectivity in a Single Screen
Solution 1: A Gaming Ecosystem within a Dashboard - Unlock a World of Connectivity in a Single Screen
Solution 1: A Gaming Ecosystem within a Dashboard - Unlock a World of Connectivity in a Single Screen
The dashboard offers significant benefits, supporting future business expansion without interrupting the layout. The dashboard also fulfills the requirement of displaying how to earn stars through streak points, general and daily missions, inviting friends, and how to redeem stars through games (Two Hartz Garden and Two Hartz Wheel).
The dashboard offers significant benefits, supporting future business expansion without interrupting the layout. The dashboard also fulfills the requirement of displaying how to earn stars through streak points, general and daily missions, inviting friends, and how to redeem stars through games (Two Hartz Garden and Two Hartz Wheel).
The dashboard offers significant benefits, supporting future business expansion without interrupting the layout. The dashboard also fulfills the requirement of displaying how to earn stars through streak points, general and daily missions, inviting friends, and how to redeem stars through games (Two Hartz Garden and Two Hartz Wheel).
1. Dashboard made for gaming
Similar to many other dashboards, ours, tailored for gaming, serves as a hub where users can view their total star count, transaction statistics, complete missions, check in to earn star points, and access the game
1. Dashboard made for gaming
Similar to many other dashboards, ours, tailored for gaming, serves as a hub where users can view their total star count, transaction statistics, complete missions, check in to earn star points, and access the game
1. Dashboard made for gaming
Similar to many other dashboards, ours, tailored for gaming, serves as a hub where users can view their total star count, transaction statistics, complete missions, check in to earn star points, and access the game
Early Concept
Early Concept
Final Concept
Final Concept
Problem - Early Concept
Problem - Early Concept
Information overload: may overwhelm users and make it difficult to find what they need.
Lack of engagement.
Unclear instructions: The dashboard doesn't provide clear instructions on how to use it.
Too many ‘‘red’’ colors/ button.
Unsatisfactory business requirements.
Information overload: may overwhelm users and make it difficult to find what they need.
Lack of engagement.
Unclear instructions: The dashboard doesn't provide clear instructions on how to use it.
Too many ‘‘red’’ colors/ button.
Unsatisfactory business requirements.
Solution - Final Concept
Solution - Final Concept
The dashboard boasts a clear information structure, logical hierarchy, and effective storytelling.
Its call-to-action button is prominent.
The visual language aligns with the game's spirit.
The shapes and brand colors are used strategically, ensuring users always understand their current location and next steps.
The dashboard boasts a clear information structure, logical hierarchy, and effective storytelling.
Its call-to-action button is prominent.
The visual language aligns with the game's spirit.
The shapes and brand colors are used strategically, ensuring users always understand their current location and next steps.
2. The Power of Streaks
2. The Power of Streaks
2. The Power of Streaks
By maintaining a streak, users are encouraged to return to the game regularly, reinforcing habits and increasing their overall engagement and investment in the experience
By maintaining a streak, users are encouraged to return to the game regularly, reinforcing habits and increasing their overall engagement and investment in the experience
By maintaining a streak, users are encouraged to return to the game regularly, reinforcing habits and increasing their overall engagement and investment in the experience
Early Concept
Early Concept
Final Concept
Final Concept
Problem - Early Concept
Problem - Early Concept
The feature lacks CTA buttons to drive user engagement.
Its visuals are too simplistic and fail to capture the essence of gamification, resulting in a lack of motivation and excitement.
The feature lacks CTA buttons to drive user engagement.
Its visuals are too simplistic and fail to capture the essence of gamification, resulting in a lack of motivation and excitement.
Solution - Final Concept
Solution - Final Concept
Dashlines create anticipation: Dashlines hint at something yet to come, encouraging.users to return tomorrow to see what's been unlocked.
Rewards fuel user motivation to maintain streaks.
Visual hierarchy was established by contrasting active and inactive information.
The current streak status immediately draws the user's attention.
Dashlines create anticipation: Dashlines hint at something yet to come, encouraging.users to return tomorrow to see what's been unlocked.
Rewards fuel user motivation to maintain streaks.
Visual hierarchy was established by contrasting active and inactive information.
The current streak status immediately draws the user's attention.
3. Friends-fueled invites, standardized Missons
General and daily missions are tasks or objectives within the game that users can complete at their own pace. By sharing a referral link or sending invitations through social media platforms, users can encourage their friends to sign up and start playing the game or using the dating app
3. Friends-fueled invites, standardized Missons
General and daily missions are tasks or objectives within the game that users can complete at their own pace. By sharing a referral link or sending invitations through social media platforms, users can encourage their friends to sign up and start playing the game or using the dating app
3. Friends-fueled invites, standardized Missons
General and daily missions are tasks or objectives within the game that users can complete at their own pace. By sharing a referral link or sending invitations through social media platforms, users can encourage their friends to sign up and start playing the game or using the dating app
Early Concept
Early Concept
Final Concept
Final Concept
Problem - Early Concept
Problem - Early Concept
While progress is positive, it might need adjustments pre-launch as business objectives and mission concepts are likely to evolve.
Too many progress bars can make it difficult for users to manage their attention. This might lead them to prioritize completing missions over exploring other features
While progress is positive, it might need adjustments pre-launch as business objectives and mission concepts are likely to evolve.
Too many progress bars can make it difficult for users to manage their attention. This might lead them to prioritize completing missions over exploring other features
Solution - Final Concept
Solution - Final Concept
Technical Ease: Certain changes are simpler to implement than others.
Trophy Motivation: This reward icon incentivizes users to complete missions.
Feature: "Invites Friends" offers another method to earn stars.
Design Consistency: Grouping similar elements ("How to earn stars") adheres to good design principles.
Technical Ease: Certain changes are simpler to implement than others.
Trophy Motivation: This reward icon incentivizes users to complete missions.
Feature: "Invites Friends" offers another method to earn stars.
Design Consistency: Grouping similar elements ("How to earn stars") adheres to good design principles.
Solution 2: Game Concept alignment with Business Objectives and Aspirations
Solution 2: Game Concept alignment with Business Objectives and Aspirations
Solution 2: Game Concept alignment with Business Objectives and Aspirations
Completing two games within a 12-week timeframe was a significant challenge that required considerable effort. Throughout the project, I focused on managing my time effectively while ensuring that I met the specific requirements set by the business.
As part of the Two Hearts Garden flow, my responsibilities included creating icons, typography, and elements such as progress bars and in-game icons. Additionally, I was tasked myself with designing various screens within the game. My teammate was responsible for working on the tree aspect of the project, including the process of tree growth and animating the tree
Completing two games within a 12-week timeframe was a significant challenge that required considerable effort. Throughout the project, I focused on managing my time effectively while ensuring that I met the specific requirements set by the business.
As part of the Two Hearts Garden flow, my responsibilities included creating icons, typography, and elements such as progress bars and in-game icons. Additionally, I was tasked myself with designing various screens within the game. My teammate was responsible for working on the tree aspect of the project, including the process of tree growth and animating the tree
Completing two games within a 12-week timeframe was a significant challenge that required considerable effort. Throughout the project, I focused on managing my time effectively while ensuring that I met the specific requirements set by the business.
As part of the Two Hearts Garden flow, my responsibilities included creating icons, typography, and elements such as progress bars and in-game icons. Additionally, I was tasked myself with designing various screens within the game. My teammate was responsible for working on the tree aspect of the project, including the process of tree growth and animating the tree
1. Conceptualize the game’s ambiance and animation
The introduction of the tree game captivates users visually, drawing them into the gameplay experience as they wait for the screen to load. The typography is carefully crafted to match the game's style.
1. Conceptualize the game’s ambiance and animation
The introduction of the tree game captivates users visually, drawing them into the gameplay experience as they wait for the screen to load. The typography is carefully crafted to match the game's style.
1. Conceptualize the game’s ambiance and animation
The introduction of the tree game captivates users visually, drawing them into the gameplay experience as they wait for the screen to load. The typography is carefully crafted to match the game's style.
2. Promote interaction and improve retention
Daily rewards incentivize users to check in every day to receive the corresponding amount of water.
2. Promote interaction and improve retention
Daily rewards incentivize users to check in every day to receive the corresponding amount of water.
2. Promote interaction and improve retention
Daily rewards incentivize users to check in every day to receive the corresponding amount of water.
3. Simplify exchange complexity through the store
Users can exchange stars to water through the Shop, enabling them to water their plants.
3. Simplify exchange complexity through the store
Users can exchange stars to water through the Shop, enabling them to water their plants.
3. Simplify exchange complexity through the store
Users can exchange stars to water through the Shop, enabling them to water their plants.
Usability Testing
Usability Testing
Usability Testing
The last prototype was moved to a fully operational test setup for usability testing.
Timeline: 2 weeks.
Sessions: 6 participants.
Objective: Perform a thorough assessment of the gamification feature to pinpoint usability problems, collect user feedback, and guide iterative design enhancements.
The last prototype was moved to a fully operational test setup for usability testing.
Timeline: 2 weeks.
Sessions: 6 participants.
Objective: Perform a thorough assessment of the gamification feature to pinpoint usability problems, collect user feedback, and guide iterative design enhancements.
The last prototype was moved to a fully operational test setup for usability testing.
Timeline: 2 weeks.
Sessions: 6 participants.
Objective: Perform a thorough assessment of the gamification feature to pinpoint usability problems, collect user feedback, and guide iterative design enhancements.
Key Insights
Key Insights
Users responded positively to both the "plant a tree" and "spin a wheel" mechanics, indicating high engagement with these interactive elements
01
Interactive Delight
Most users found the dashboard navigation intuitive, allowing easy access to gamification features.
02
User-friendly Navigation
Users expressed interest in a diverse range of missions and games.
03
Variety and Replayability
The founders are eager to integrate additional dating elements into the game, aiming to further engage and incentivize users.
04
Lack of dating element
Reflection
Reflection
Reflection
Incorporating gamification into our app has been enlightening. I, myself, have observed how it boosts engagement, fostering a vibrant community. Challenges and rewards tailored to user preferences incentivize activity, while positive reinforcement keeps them motivated. Through data insights, I've learned valuable lessons for continual improvement. Overall, gamification enhances the user experience, teaching me the importance of innovation in a competitive market.
Through this project, I've also grasped the significance of time management. Setting precise timeframes and deadlines for each design phase ensures reaching the final result efficiently. Collaborating with a teammate honed my listening and problem-solving skills. This experience underscores the importance of effective collaboration, vital for thriving in larger environments.
Incorporating gamification into our app has been enlightening. I, myself, have observed how it boosts engagement, fostering a vibrant community. Challenges and rewards tailored to user preferences incentivize activity, while positive reinforcement keeps them motivated. Through data insights, I've learned valuable lessons for continual improvement. Overall, gamification enhances the user experience, teaching me the importance of innovation in a competitive market.
Through this project, I've also grasped the significance of time management. Setting precise timeframes and deadlines for each design phase ensures reaching the final result efficiently. Collaborating with a teammate honed my listening and problem-solving skills. This experience underscores the importance of effective collaboration, vital for thriving in larger environments.
Incorporating gamification into our app has been enlightening. I, myself, have observed how it boosts engagement, fostering a vibrant community. Challenges and rewards tailored to user preferences incentivize activity, while positive reinforcement keeps them motivated. Through data insights, I've learned valuable lessons for continual improvement. Overall, gamification enhances the user experience, teaching me the importance of innovation in a competitive market.
Through this project, I've also grasped the significance of time management. Setting precise timeframes and deadlines for each design phase ensures reaching the final result efficiently. Collaborating with a teammate honed my listening and problem-solving skills. This experience underscores the importance of effective collaboration, vital for thriving in larger environments.
Next step
Next step
Next step
Usability testing and data collection have sparked the idea of infusing more dating elements into games. While discussing this with the founders presents a challenge, it's also exhilarating. This opportunity propels me to venture into uncharted territories, promising an exciting next step!
Usability testing and data collection have sparked the idea of infusing more dating elements into games. While discussing this with the founders presents a challenge, it's also exhilarating. This opportunity propels me to venture into uncharted territories, promising an exciting next step!
Usability testing and data collection have sparked the idea of infusing more dating elements into games. While discussing this with the founders presents a challenge, it's also exhilarating. This opportunity propels me to venture into uncharted territories, promising an exciting next step!
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