Case studyYettel
Y.app Gamification
Raise Y.app adoption from 57% to 75% of customers in 12 months.
- Role
- Case competition
- Period
- Case competition
- Stage
- Modeled
- Type
- Telco app engagement
57→75%
Adoption target
The problem
Y.app had strong utility but weak habit formation. Users had no reason to open it beyond occasional needs, missed new features, and saw rewards as low-value.
What I designed
- 01Y Points: one loyalty currency earned through on-time bill payment, referrals and using key app features.
- 02Daily engagement loops: login rewards and a music quiz where faster correct answers earn more points.
- 03Yettel Pass: a paid pass whose completion earns enough points for the next one.
- 04A phased roadmap from spec to launch, with reliability fixes planned alongside.
Outcome and KPIs
57→75%Adoption target
- Modeled growth from ~1.5M to ~1.95M monthly active users.
- KPIs: MAU share, DAU/MAU, points earn and burn, pass conversion, with login success and crash rate as guardrails.
Stack and methods
GamificationLoyalty systemsBehavioral designRoadmapping
