Starmind Rewards
Creating motivation for users to contribute their knowledge by answering questions
My Responsibilities
Designing project vision
UX Lead
Supporting Product Team in product strategy and prioritization
​Educating the organization about UX, design and accessibility awareness ​
Signing off on scope, user journeys & information architecture
Managing all aspects of the design process from research and ideation to creative conceptualization, UX testing and design​​
​
The Team
Designer, 1 product manager, 3 developers
​
Timeline
8 weeks
Introduction
Starmind is a SAS software company headquartered in Zürich, Switzerland. Their software specializes in creating customized knowledge networks for large organizations. These networks connect people with the information they need through question answer platforms powered by AI.
​
For this project, our aim was to inspire users to actively participate in their networks by answering colleagues' questions.
​
Together, the product manager and I agreed on project requirements, with an emphasis on simplicity and the development of a Minimum Viable Product (MVP). I took the lead in finding the motivation of our users, crafting the initial design proposal and developing a prototype,
Motivation Research
To discover what would motivate our users, I led a study across all networks where I took data from:
- A survey
- Moderated interviews
- Unmoderated interviews
The survey was focused on unbiased questions about specific scenarios. All data was organized based on the motivation of the user.
​
The results were grouped based on main motivators. We also grouped common statements and highlighted special or interesting comments from the user testing.
The tasks with equal intrinsic and extrinsic rewards scored the highest. It meant people were most motivated when the task they completed would bring them both tangible rewards and help others. We kept the fear-based decisions in mind as a pain point in our users' journey.
​
First Designs
Post initial usability reviews with co-workers, the first iteration was tested by 8 users. I was already able to see a pattern and make adjustments before development.
​
Testing results
Based on user feedback, I updated the designs in the feed to make the reward points more dominant.
Some participants had issues understanding where to find available rewards. Therefore, I improved the secondary navigation for more clarity.
For several testers the concept of, "community points," was not clear, so I updated the secondary navigation text from "Community" to "Donate."
Insights
I found that combining intrinsic and extrinsic rewards yielded the highest success rate for motivation. To enhance the intrinsic and altruistic rewards, we introduced the concept of community tokens.
​
In addition, the idea of social rewards such as team lunch rewards or using community tokens to support a non-profit will drive internal will boost answering activity a substantial amount.
​
In order to keep costs within range for our clients we have set a maximum point allowance per week. How this affects all different types of users should be observed.
