Plzeňský Prazdroj
Gamification Feature for Beer App
UI/UX
Beverage
Client
Role
Industry
Plzeňský Prazdroj
UI/UX Designer
Beverage
Results and outcomes
- Boosted engagement time by 35%
Users spent significantly more time in the app thanks to the quiz feature, strengthening brand loyalty.
- Increased voucher redemptions by 28%
Gamification motivated more users to participate and immediately redeem their beer rewards at partner locations.
- Positive user feedback
Users reported that the quiz made the app experience more fun, dynamic, and worth revisiting.
Problem statement
The "Ides na Pivo" app already made it easier to reserve and redeem beers at selected bars. However, there was an opportunity to further engage users during waiting times or in-app navigation.
Goals
- Introduce a fun and rewarding activity while using the app.
- Increase session times and encourage users to stay longer.
- Use gamification to enhance user loyalty and beer brand interaction.
My design process
The process centered around making the new Beer Quiz feature intuitive, visually appealing, and rewarding. I worked with the product and marketing stakeholders to create a playful yet seamless in-app experience that aligned with the brand’s atmosphere.
Understanding the Problem
User interviews and analysis highlighted that:
- Users appreciated instant rewards.
- Boredom during app usage or event waiting times reduced app engagement.
- Interactive elements like quizzes could create emotional attachment and make users feel accomplished.
Research
I studied best practices in mobile gamification, focusing on apps that successfully integrated quizzes and mini-games (e.g., McDonald's Monopoly, Duolingo). I learned that fun and instant gratification were crucial to user satisfaction in beer-related experiences.
Research conclusions:
User Flows & Wireframes
I mapped out the user journey to ensure a smooth and engaging experience. Users can start the quiz directly from the home screen or voucher section of the app. They are then guided through five fun, beer-related or brand-themed questions, designed to be quick and entertaining. After each question, users receive immediate feedback and can track their progress through a visual indicator. If they successfully complete the quiz, they are instantly rewarded with a free beer voucher, creating a satisfying and motivating experience.
UI Design
I designed screens to reflect the app’s playful spirit, using large interactive buttons, progress indicators, and celebratory animations like a beer icon with congratulatory text. Gamification elements, including a 5-second countdown timer and colorful success screens, made the quiz lively, exciting, and rewarding for users.
Clickable prototype
The prototype is created in Figma and you can find the link below.