Telematics Driving Badges
OVERVIEW
Working with another Experience Designer at Arity, we designed a new gamification feature in our telematics application, Routely*.
Our team and our customers wanted to develop this feature to increase user engagement and retention within the app, and maintain parity with competition in the industry.
QUICK FACTS
Role: Experience Designer (I co-led the design work and research along with my design pair)
Duration: 1-2 months
Collaborators: product owner, developers, content writer, design researcher, visual designer
*Routely is an insurance telematics app. The app tracks users' driving trips and driving behaviors to give them a driving score. Depending on the insurance company's program, the user may get a discount on their car insurance if they are a safe driver.
Click image to enlarge
THE DESIGN PROCESS
-
We did initial scoping sessions to define the key goals and limitations
-
Then, the team brainstormed and and completed sketching activities, picking top ideas to create low-fidelity wireframes
-
We conducted user research on those initial wireframes and gathered feedback from stakeholders, like product owners, engineering team, etc.
-
With research findings and feedback, we made iterations to the designs and collaborated with our content writer on the copy
-
After updating the designs to higher fidelity wireframes, we did another round of research/testing and subsequent iterations
-
After final reviews with stakeholders, we delivered the designs to the development team and the team released the feature to production
CHALLENGES TO ADDRESS WITH THIS FEATURE
-
Our customers wanted to improve retention and engagement within their telematics insurance program. They had an assumption that users were not motivated to improve driving or check the app to see how they’re doing.
-
We wanted to validate the theory that a badging or gamification feature would increase user retention and engagement with the app and the telematics program.
DESIGN GOAL 1
Engage users to check the app and view their driving badges
HOW WE MET THIS GOAL
-
We developed dynamic push notifications that would be sent with every new badge a user earns
-
The design features a "Recent badges" card on the home screen to show a quick at-a-glance view of how they are progressing in earning badges
-
Tapping on any of the badges from this card immediately opens the badge information for the user to quickly view​
-
DESIGN GOAL 2
Educate users about what each badge is, how to earn it, and show them their progress towards earning each badge
HOW WE MET THIS GOAL
-
We designed a drawer for each badge to match existing UI patterns and interaction patterns in the app
-
Within each drawer, we added dynamic content to let users know their progress towards earning the badge, encourage them, and clearly define what types of trips qualify towards the badge
KEY TAKEAWAYS
-
After releasing the MVP of the badges feature to the app, our team collected feedback to make future improvements
-
We learned that the content resonates with users - it is easy to understand what you need to do to earn a badge
-
The overall design was described as clear, straightforward, user friendly, and intuitive
-
We also learned that users want to know "what is in it for me." They like the feature, but for continued use they would be interested in some sort of reward for their good driving.
-
​
-
I moved off the team shortly after this release, due to a company re-org, but the team continued to iterate on gamification features within the app, later adding a "safe driving streaks" feature
Some information may be omitted or redacted for privacy concerns.
BROWSE MORE OF MY WORK
