Unlockables

Project: Unlockables

Type: Feature Enhancement

Project charter

Silver Studio is Genies’ digital fashion app. At the time of this feature enhancement, users were able to design fashion items, create outfits, post to a feed to receives “Rates,” and get on a leaderboard.

During user testing sessions for our new feature, Ratings & Rankings, I noticed a problem with the game-loop during user testing sessions. While users were more incentivized to post outfits to the feed to get rated and ranked, there wasn’t a strong enough incentive for user to rate.

I decided we needed to quickly take action in order to strengthen our possibility for success for the release of Ratings & Rankings.

Solution

How might we incentivize users to rate outfits?

I rapidly prototyped several designs so I was able to test with target users daily and align with leadership, product, and engineers on the best path forward.

Since wearables were time consuming to make, I noticed that users were hungry for new quality items to add to their closet without having to put in a large amount of effort to individually create them.

I found users responded incredibly well when we provided them a way to acquire unique wearables by performing a simple action- Rating. When we showed users the rewards they were able to unlock with clear actions to take to unlock them, users quickly adopted this new behavior.

I was able to quickly align with leadership, product, and engineering to implement this solution. The engineering teams were motivated by this enhancement that we were able to add it into the release of Ratings & Rankings.

Outcomes

Successfully launched this feature enhancement with the public release of Ratings & Rankings as the only designer with a team of 35 engineers.