Project 2: Gamified Login Streak Challenge
Overview
As Growth Product Manager for Telenor’s mobile app (10 M+ MAU), I led the design and delivery of a login streak gamification feature to boost daily active users (DAU), session duration, and overall engagement in an app traditionally used for telco purchases.
Challenge
Novelty of gamification in telco: Our users—accustomed to a straightforward purchase flow for voice/data plans—had little expectation of game-style incentives.
Scale and urgency: With over 10 million MAUs, any misstep could impact core revenue flows; we needed a low-risk, high-impact experiment.
Approach & Product Leadership
Benchmarking & secondary research:
Analyzed leading consumer apps to catalog successful gamification mechanics (e.g. daily check-in rewards, progress bars).
Synthesized academic and industry frameworks on motivation and habit formation (Fogg Behavior Model, Octalysis Core Drives).
Cross-functional design sprint:
Convened Product, UX, Engineering, Marketing, and Customer Success in a one-week sprint to dissect research findings and map user pain points.
Prioritized five potential gamification pilots via impact/effort scoring.
User validation:
Conducted 25 in-depth user interviews across key personas to gauge reaction to top concepts.
Login streak emerged as the clearest “quick win”—simple to understand and highly motivating.
MVP scoping & launch (Month 1):
Scoped a lightweight counter in-app: users simply saw their consecutive login count.
Rolled out to 100k users as a feature flag test; monitored DAU, daily logins, and session time.
Iterate to full feature (Months 2–3):
Expanded to 10 M MAUs with polished UI, tiered rewards (data pack discounts, bonus points), and celebratory animations.
Coordinated marketing with push notifications and in-app tutorials to drive adoption.
Impact & Metrics
+15% DAU within the first month of the MVP counter, validating core concept
+20% DAU sustained by Month 3 with full rewards and visuals
Notable uplifts in daily login frequency and session duration (paralleling DAU gains)
Established a repeatable framework for low-cost gamification pilots in future feature cycles
Skills Demonstrated
Product Discovery & Research: Synthesized qualitative and quantitative insights to prioritize high-impact features
Design Thinking & User-Centered Design: Led sprints and user interviews to align on a solution that resonated with real customers
MVP Scoping & Agile Execution: Defined an incremental rollout plan, delivered initial MVP in 2 sprints, then iterated rapidly
Cross-Functional Leadership: Orchestrated 5+ teams (UX, Eng, Marketing, CS) to launch and refine the feature at scale
Data-Driven Decision Making: Used A/B flag tests and cohort analysis to measure engagement lift and guide iterations
Key Takeaway
A focused, research-backed MVP can unlock substantial engagement gains—even in utility-focused apps—when paired with iterative design, compelling visual rewards, and strong stakeholder collaboration.