Microsoft Rewards is a loyalty initiative that allows users to earn points through activities like Bing searches or shopping at the Microsoft Store, which can then be redeemed for rewards such as gift cards or discounts. The Microsoft Casual Games team (MCG) is eager to incorporate this loyalty program into Microsoft Start Casual Games to engage Daily Active Users further.
01. Microsoft Rewards integration
02. Tracking user's focus on the gameplay
I led the entire design process for integrating Microsoft Rewards into the Casual Games platform, fostering extensive cross-functional collaboration among product managers, marketers, researchers, engineers, and the Rewards team.
Content Service design team
MSN gaming engineering teams and leads (US & China)
MSN gaming PMs
Casual gaming SME
UX researcher
Feb 2023 - May 2023
Figma
Photoshop
Illustrator
UX Labs
Microsoft casual games org
Edge browser feature team
Microsoft Rewards team
MSN design system org
Maximal team (3D icons)
We foresee a 10% surge in Casual Games' Daily Active Users (DAU) as users from the Rewards ecosystem explore it more.
Increasing Gameplay Minutes occurs as new users aim to meet minimum play requirements, while existing users play more to catch up.
Before diving into the design research process, my initial step was to establish the potential scenarios that could occur based on users' sign-in status across both Microsoft Start and the Microsoft Rewards loyalty program. This involved carefully considering the various situations users might encounter, such as being signed in or out of either platform, or potentially being signed in to one but not the other.
By comprehensively mapping out these scenarios, I aimed to understand the different user journeys and interactions that could arise, enabling me to tailor the design research approach effectively to address the specific needs and experiences of users across these platforms.
After comprehending all potential scenarios, I proceeded to analyze other competitive casual games that have rewards programs. This entailed closely examining the features, mechanics, and incentives offered by these games to engage and retain players.
Additionally, as part of the competitive analysis, I explored how other Microsoft teams, such as those responsible for shopping, health, and finance products, incorporated Microsoft Rewards into their offerings. This process aided me in initiating design iterations across various formats.
I conducted user research with three different design options: popup (Concept A), card (Concept B), and flyout (Concept C). This involved gathering user feedback and insights to evaluate the effectiveness, usability, and preference for each design approach. Following the analysis of the results, I continually refine and enhance the designs using the selected concept.
