Project 3: Gamified Weekly Challenges to Drive ARPU

Overview

As Growth Product Manager for Telenor’s Engagement squad, I launched a weekly gamified challenge aimed at boosting Average Revenue Per User (ARPU) by incentivizing small recharge top-ups and repeat logins among a target segment of 1 million users.

Challenge

Monetizing engagement: Prior gamification pilots lifted DAU, but we needed to convert that engagement into incremental telco spend.
Low-friction habit building: We had to design a challenge simple enough to drive regular micro-transactions (e.g., $5 recharge), without disrupting core purchase flows or eroding margins.

Approach & Product Leadership

Framework Research:
- Mastered the Octalysis Framework and Nir Eyal’s Hook Model to identify core motivational drivers and trigger-action-reward loops suited to our user base.
Cross-Functional Design Sprint:
- Led a week-long sprint with Product, Engineering, Marketing, Analytics, and Customer Success to ideate and score five challenge concepts based on feasibility, expected ARPU lift, and user appeal.
User Validation:
- Conducted 30 in-depth interviews across key personas, confirming that small-value incentives (points, goodies, cashbacks) and clear, time-boxed tasks would motivate behavior.
Hook Loop & MVP Scoping:
- Defined the Hook cycle:
  - Trigger: Daily push notification announcing that day’s challenge
  - Action: Recharge ≥ $5 and log in that day
  - Variable Reward: Points, goodies, or cashback (tested different amounts)
  - Investment: Points accrue toward tiered, randomized prize draws
- Scoped an MVP for 100k users: basic challenge engine, daily triggers, and variable reward logic.
Proof-of-Concept Launch:
- Deployed the POC over 4 weeks with rotating cashback offers (first phase).
- Monitored real-time metrics to gauge revenue and completion rates.
Iteration & Scale-Up:
- Expanded to all 1 million targeted users with polished UI (animated progress bars, leaderboards) and integrated points system.
- Introduced social share prompts for word-of-mouth amplification.

Impact & Metrics

$800K incremental revenue generated during the 1-month POC phase
+12% ARPU among participating users
+25% weekly top-up frequency, indicating habit formation
85% average challenge completion rate, confirming strong engagement hooks
+15% uplift in MAU through integrated points and social sharing

Skills Demonstrated

Behavioral & Habit-Forming Design: Applied Hook Model triggers and variable rewards to build a compelling loop
Cross-Functional Leadership: Aligned 5+ departments around a single ARPU KPI and sprint-driven roadmap
MVP Scoping & Agile Delivery: Delivered a live challenge engine in 2 sprints and iterated quickly based on POC learnings
Data-Driven Optimization: Used cohort analysis and A/B tests to fine-tune cashback levels and notification timing
User Research & Validation: Led interviews to ensure the challenge structure and rewards resonated with customers

Key Takeaway

A focused, data-backed POC with varied incentives (points, goodies, cashbacks) and daily triggers can unlock substantial revenue growth—$800K in one month—by turning utility-focused users into habitual rechargers through simple, engaging challenges.