This post is contributed by Saamir Gupta of FITology.
In most of the metropolitan cities, we have people from different cities, states and countries come and work. They all mostly settle in high rise societies but seldom get a chance to develop a strong sense of community. Different families living in the same high-rise apartments, might recognize each other and say hi! whenever they bump into each other, but that is mostly it. Every family has it’s own daily schedule and people mostly have a social circle from work or relations – there are very few avenues to make friends with your neighborhood.
This is exactly what we wanted to address – We wanted to bring these families closer. We wanted to help them on their health and wellness journey as well. And by the families of a residential society we mean over 500 apartments, all age groups (from new born to 80+ young men and women), all kinds of work profiles, all cultures and races. It is a massive mix of participants. How to solve for it, all at the same time?
Gamification of the Retail and Hospitality Industry
When I’m not under confidentiality agreements, I love promoting my clients and the work they are doing. Some of my clients work in marketing and hustle to implement good gamification design to significantly improve key marketing metrics for a variety of businesses.
One example is the New York Based company LuckyDiem. LuckyDiem takes brand promotion marketing to a whole new level by utilizing Unpredictability and Curiosity in concert with other Core Drives.
Using a series of game devices such as slots, trivia questions, and wheels of fortune, LuckyDiem’s mobile platform allows any brand to engage their customers and turn their target market into loyal evangelists.
Sound like a marketing cliché? The numbers below tell a compelling story.
Case Study: how I helped DreamsCloud dominate the dream world
It’s rare that I get permission to share the work I do and the ROI Octalysis helps to generate with clients, so when I get the opportunity to share the results of my work, I quickly jump on it.
These days I’ve been working with all sort of companies, from Fortune 500’s to universities to governments. However, some of my favorite work still lies in my roots – the Startup World.
Startups are fun to work with because, almost by definition, they are doing things that have never been done before. They don’t latch onto the status quo because they know the status quo is death, and they do everything possible to innovate and turn the needle from certain death to world-changing glory. Whereas large companies often make a handful of big experiments a year, startups often make company-altering experiments multiple times a week.
One such startup is DreamsCloud. DreamsCloud is a pioneering startup in getting people to input and share their dreams every morning when they wake up. After people share their dreams, professional dream reflectors and dream enthusiasts alike can share their wisdom and insights on what the dreams mean. You may think this is an odd space to be in, but every month there are more than 90 million people online searching what their dreams mean. That’s almost a third of the US population searching for dream meanings on a monthly basis!
The Behavioral Challenge
The challenge for the company is that, dreams must be recorded immediately after a person wakes up, because after a minute or two, the person will likely forget their dream. However, when most people wake up in the morning, recording their dreams is not likely the activity they are most concerned about. They are brushing their teeth, preparing for breakfast, and getting ready for work/school.
I was brought in to help them improve the Desired Behavior of doing the activity loop of recording their dreams, as well as registering on the site, reading about other dreams, and creating a social community.
The Octalysis Difference
When I first started contributing, the company didn’t have much traction. They were exploring pioneers in uncharted territories, and while having solid technology, it is tremendously difficult for most people to alter behavior. They were trying many ideas through different products, but none had caught on greatly.
As you can see from the monthly traffic view, from mid 2014 to mid 2015 things were relatively stagnant. They had about 6,000-7,000 visitors a month, which is by all means not bad, but not enough to make them successful.
However, after working with the team of incredibly smart and hard working people (as well as other experts and agencies), after 2015 they saw a massive breakthrough and grew tremendously into a dominating position. They went from mere thousands of unique visitors a month to over a million per month.
As you can see, by July 2016, they had around 2 Million visitors a month, increasing their traction metrics by 500X!
And that’s not all of it. Their conversion rates from visitor to registered user were in the double digits, and more impressively, 60% of newly registered users recorded a dream within 12 hours!