Summary in 10 Secs

 First, we envisioned to create a game that would make user frequently visit the app somehow. The game should be fun and easy to play. Based on research, our users were tend to play casual games with little or no learning curve at all. But what's matter most was the monetary prize, obviously. 

 The crucial thing that must be addressed was our capability as a team to deliver the project with our limitation both from design & tech side. We're not game developer anyway... That's why we decided to make the easiest genre of game...

 We did some market research. We acknowledged that we were not the first one to make something like this. There are some e-commerce that already provide some games on their platform with various genre. After some consideration, we decided to build an idle game with nurturing things as main task. 

As a gamer, I acknowledge that powerful story could make users have motivation to play.  Well, of course we are not a professional game developer. But adding a back story to save the world could bring value proposition

There’s no proven impact on how the storyline affects to performance, though. 

 Progression is the key element of this game. Users collect power every minute until the maximum number, channeling ‘em to the egg, and eventually makes the egg closer to hatching phase.

We gave the sense of progressing by using visual presentation and the limitation energy. And yes, we also created mechanism where competitive users can hatch the egg and get the prize faster by collecting extra energy from various activity. 

 Nurturing the eggs is fun and games until you found out that your egg can be stolen if you’re not taking care of them carefully enough. There’s equal reward and punishment depending on how user play.

By doing this, we can keep the users retain and commit to play the game and eventually visit the app more often. 

 We believe that personal recommendation is still the powerful way to get new users. This is basically the core idea for  Undang Untung Referral where you can personally invite someone you know to join Tokopedia.

Of course it’s has monetary benefits. 

 Imagine that you’re playing Pokemon, where you can literally “collect your referral list-and nurture them”.

When you think it was over when new users clicked your referral link, it’s actually just a beginning. Your next challenge is to “nurture” them to make conversion somehow. 

 And this is the hard (and fun) part! Once you had new referral, it will be linked with your progression. Every time your referral made transaction, both of you will receive coupon cashback. 

The more transaction, the more benefit that you gain. Imagine how much coupon you’ll get if you have ten referrals!
 

 Have you ever earned game achievements for completing tasks unintentionally? We integrated this experience into e-commerce by turning certain activities into a "to-do list." When all points are checked off, users see the mission as complete. 

 Users can also browse out the mission page and find out which one that interests them to take. Things to note that not all mission were not automatically started.
 

 The design aligns with two user types: casual users who view missions as a bonus, and competitive users who are motivated to complete missions and win prizes, as revealed by qualitative research.