16% growth in MAU on Vi app through gamified rewards
Vi app | consumer | gamification
the problem
User engagement within the Vi app was limited to transactional use cases like recharge and bill payments. Users showed little intent to explore beyond telco services, leading to plateauing MAU and low repeat engagement.
Additionally, campaign execution was inefficient, each new marketing initiative required heavy redesign and engineering effort, making it difficult to scale or iterate quickly.
the solution
Designed a scalable rewards and gamification platform to drive engagement beyond core telco journeys.
Enabled a reusable system that allowed marketing teams to launch and customize campaigns with minimal effort, while creating a simple, motivating experience for users.
achievements
2%
increase in new app downloads
16%
increase in MAU on Vi App
5mn
transaction by engaged users
31%
increase in ctr on thank you screens
avg monthly stats as of December 2025
2 month process summary
- Conducted stakeholder interviews with marketing, product, and business teams to understand campaign needs and growth goals
- Analyzed user behavior and engagement data to identify drop-offs and opportunities beyond transactional usage
- Defined key engagement loops and mapped gamification mechanics aligned with user motivation
- Designed the information architecture for a modular rewards ecosystem that could support multiple campaigns
- Built a scalable, component-based framework enabling reuse across different campaign types.
- Worked in an Agile setup, iterating on features in collaboration with product and engineering
- Created consistent UI patterns and interaction models aligned with the broader design system
- Ensured flexibility for marketing teams through configurable components and campaign logic
- Delivered pixel-perfect designs with QA support, ensuring high-quality implementation and smooth rollout
