Weekly Challenges
The “Weekly Challenges” was as idea initially proposed for the VIP clients segment at bet.pt.
Due to new changes in the online gambling’s tax rate in Portugal, the criteria that previously defined the VIP client segment was now allowing for the inclusion of new VIP clients that had lower levels of engagement and gambling activity compared to the previous average in the same segment.
And so, in order to increase the engagement of these new welcomed VIP clients with our products, the VIP department conceptualised a “weekly challenge” solution: a determined set of challenges per week, where users could get prizes by completing each challenge individually and also by completing all of them.
Facing the challenges
As well as increasing the engagement of these new VIP users, this solution also creates the opportunity for them to complete challenges of a product that they wouldn’t normally play in our aren’t that acknowledge with – reason why the challenges feature both sports betting and casino objectives.
And the inclusion of a weekly mystery challenge elevates the potential engagement that users can have with this solution, creating another reason for them to daily follow their challenges progression.
Although a simple solution, there were a lot of different stats and flows that we had to take in consideration during the ideation and conceptualisation phase. From different challenges stats, to the possibility of navigating through different weeks, being able to redeem prizes from both weeks, different progression bars, and so on.
But mostly important, we had to make sure that whatever solution we created, it had to be as simple as possible, to allow for a quick overview of all the challenges and its progressions, and focused on essential actions, such as redeeming prizes.
We took all these information and combined into several possible ideas during the ideation phase, managing to create a base wireframe for the “weekly challenge” page, that we quickly iterated into a high-def mockup.
Challenging everyone!
Time and new opportunities eventually made possible for this solution to be available for all of bet.pt users, and just not VIPs.
But while the concept stayed the same, we had to change the visuals and interactions accordingly to our main platform, and make sure it followed our design system guidelines. It was also an opportunity to create new visuals and implement some of the illustration that we have been adopting at bet.pt.
Results
There were some interesting numbers on the first week that the “Weekly Challenges” were launched, regardless of its initial soft launch in the middle of the week.
However, the next couple of weeks managed to surprise, with all indicators swiftly rising and duplicating, from the number of ative users that used this solution, to the number of prizes redeemed, and the amount of challenges completed!
Although the “Weekly Challenges” is something that was never done before in the Portuguese market, and even though it might have cause some initial distrust to our regular users it might be safe to assume (before any research conducted) that this solution has been quickly assimilated and welcomed by them.
Improving the challenges!
After the first week upon the “Weekly Challenges” release, we started to work on fixing identified pain points and on improving the product. While most of the changes were visual, there were some improvements focused on the usability that we suggested:
