Figma Prototype
Conclusion & Learnings
This project demonstrated how behavioral design frameworks can be applied to real-world enterprise systems to drive meaningful user engagement. It reinforced the importance of designing for motivation, clarity, and feedback loops rather than relying solely on numeric targets and rewards.
Through this project, I gained practical experience applying the Fogg Behavior Model, Octalysis Framework, and Tree Testing to build gamified systems. I also learned how design decisions, such as visibility of progress, social recognition, and immediate feedback, can significantly influence user behavior and longterm engagement in complex operational products.
Impact
The redesigned gamified system created a more engaging and transparent performance environment for DSRs by turning daily sales tasks into goal-oriented, trackable experiences. Real-time feedback through dashboards and beat journeys improved visibility into progress and incentives, while leaderboards and leagues introduced healthy competition and social recognition across regions.
The integration of avatars, badges, and progression mechanics helped increase daily activity, encouraged completion of additional missions, and made incentive structures easier to understand, leading to stronger motivation and more consistent participation across the sales force.
Design Process
The goal was to design a system that transformed brand engagement into a playful, rewarding experience by structuring the system around:
Points and tiers to visualize growth.
Quests to guide user behavior.
Leaderboards for social recognition.
Tier based rewards to reinforce participation.
Dashboard
The dashboard acts as the central hub where users see their total points, tier level, and progress toward the next milestone. A progress bar and tier system (Tier 1, 2, 3) provide immediate feedback and motivate users to complete more quests. Reward cards highlight ongoing offers and referral bonuses. Prioritized progress visibility and positive reinforcement to reduce cognitive load and make motivation explicit at a glance.
Leaderboards
Users are ranked within tiers and can compare performance with others. Rankings create friendly competition while reinforcing social validation.
Quests System
Quests are grouped into themed categories: Creator Challenges, Beauty Community, Shine Explorer & Mixed Bag. Each category offers tasks with different effort levels and point rewards, such as posting tutorials, writing reviews, or inviting friends.
Each quest card contains a visual indicator and colour coding for the category, a clear task description, the reward value and a nudge to take action. Used progress bars in categories to maintain momentum and reduce drop-off between tasks.
Profile
The profile displays user avatar, tier and points and personal details
The Problem
1.) Users lacked sustained motivation to engage beyond one-time purchases.
2.) Brand interactions were limited to transactional shopping with no structured way to reward loyalty, content creation, or community participation.
3.) Existing engagement methods did not provide clear progression, social recognition, or a sense of achievement.
The User
The primary users were Gen Alpha and young Gen Z consumers interested in beauty, skincare, and content creation. Users varied from passive shoppers to highly active brand advocates, requiring the system to support both casual engagement and long-term participation.
Project Overview
Sammmm is a beauty and self-care brand built exclusively for teens and young adults. 'Sammmsquad' refers to a rewards and engagement platform designed for Sammmm’s beauty and skincare community, which encourages users to complete quests, participate in brand activities, and engage with the community to earn points, progress through tiers, and earn access to rewards for shopping on the brand's shopping platform.
Sammmmsquad Reward System
A rewards and engagement platform that allows users to complete quests and earn points redeemable on Sammmm’s beauty and skincare shopping app.
Sector
Beauty & Self-Care
Sammmmsquad Reward System ▼
Hi, I'm Anushka & this experience was crafted for a bigger screen. Hop on your desktop to view it the way it was meant to be!
Anushka Balyan
