Raffle Game
Driving Conversion and Retention with an Engaging, Interactive Game Design
Overview
The Lucky Bag Prize Draw is an in-app raffle game designed to expand product offerings and enhance user conversion and retention within the JD Speed Version App (a performance-optimized, lighter version of JD.com tailored for users with older smartphones). Players can purchase tickets for a “Coupon Mystery Bag”, with the opportunity to draw coupons worth at least the ticket price, and the added excitement of winning major prizes, such as an iPhone for under $1.
The game’s primary goal is to encourage users to explore and purchase from product categories they have never bought from before by offering targeted coupons for these categories. From a product perspective, the game is designed as a reusable tool to support user retention and conversion. It’s part of JD.com’s broader suite of interactive marketing tools and can be easily integrated across various apps within the JD ecosystem. Marketers can customize the game with different coupons and grand prizes to suit their needs.
Team
Product Manager
UX Designer
UI Designer
Skills
Gamification & User Engagement
Marketing & User Retention
Outcome
Average participating Users per day: 20,000
Average orders placed per day: 25,000
Timeline
2022 Q2
Module
Platform Interactive Marketing
Tool
Sketch
Overall Design Strategy
Theory
Gameplay = Incentives + Simple controls + Engaging visuals
The goal is to create an engaging, cost-effective game that offers simple mechanics and dynamic visuals, while ensuring broad compatibility across devices.
Strategy
A
Game Rule
The game drives conversion by making users feel that the coupon is a personalized reward earned through a small effort, adding a sense of exclusivity and accomplishment. By requiring users to pay or put in some effort to earn the coupon, we break from traditional shopping flows and boost coupon redemption rates. The combination of cost and luck encourages users to feel invested in the coupon, increasing their likelihood of using it to make a purchase.
B
Interaction
Provide bulk ticket draws (e.g., five tickets at once) to give users more freedom. We also incorporate real-time winner notifications to boost excitement and engagement.
C
Interactive Design
Use dynamic prize animations and celebratory effects to enhance user excitement. These effects are designed for low resource consumption, ensuring smooth performance across most devices and apps.
Business Goals &
Measurement
Raffle Game Sales
Measure the success of the raffle game feature by its ticket sales performance and user participation.
Boost Category Exploration
Drive purchases from new categories by offering targeted coupons within the e-commerce app.
Retention
Track user retention and repeat participation rates to assess engagement.
Design Solution
A
Game Rule
The design for the “Lucky Bag” is inspired by the popular Ichiban Kuji lottery, incorporating familiar mechanics to create a lightweight, engaging game. Our lottery rule ensures low cost for each participation with guaranteed rewards to minimize friction. Here’s how it works:
image from: https://animestockoz.com/ichiban-kuji-other-kujis-playing-guidelines/
Guaranteed Rewards: Every participant is guaranteed to receive at least a coupon equal to the ticket price value.
Tiered Prizes: Prizes vary from discount coupons worth $1 to $10, up to high-value items worth thousands of dollars.
Exclusive Top-Tier Rewards: Stand a chance to win exclusive, high-value rewards that can significantly enhance your experience.
Mystery and Excitement: Prizes are a surprise!
Mechanisms
B
Interaction
/
C
Interactive
Working closely with an UI designer, I planned and defined key moments for animations, such as the prize updates in the home page to enhance gamification and urgency. I also designed the step-by-step reveal animation, building suspense and excitement. Following this, I strategically placed a "Try Again" button, using the momentum from the prize reveal to encourage purchase.
Landing Page
Popup Animation
popup Prize Window
items detail
我的奖品
Draw again
Purchase Ticket
2
Prize Reveal
3
Choose a Lucky Bag
1
Use Prize to Purchase Items
4
Quick view of All Lucky Bags
Use coupon
All Prizes
Individual lucky bags with Highlighted Top Prizes
Option to bulk purchase prize draw tickets
Results After Launch
Average Participating Users / day
20,000
Average Orders Placed / day
25,000
May 1st-June 7nd | Data after launch
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