Gamification for User Growth
The "Garden of Good" by TikTok and Feeding America is a unique project where I served as the Lead Content Designer. Users grow virtual gardens, and for each crop cultivated, TikTok donates to Feeding America. This initiative cleverly uses gamification and social proofing to drive user growth for TikTok while making a tangible impact on hunger relief efforts across the U.S. Through this project, TikTok not only entertains and gains new users but also raises support for a critical cause.
CHALLENGE
Early on, there were some challenges with UX Writing that impacted user engagement:
Incorrect grammar, awkward voice and tone due to literal translation from Mandarin Chinese to English.
Users were unsure about how to play the game, leading to more support requests and the creation of TikTok videos to explain gameplay.
SOLUTION
Conducted a comprehensive audit and standardized gaming terms.
Revamped the reward experience to enhance user engagement and understanding.
Consistency and Simplicity
I conducted a thorough audit of 805 content strings used in the game, ensuring all gaming terms were consistent and clear.
By simplifying and standardising the language, this made it easier for users to understand the game rules, objectives, and navigation, reducing confusion and helping them quickly get into the flow.
Consistent terminology and tone of voice help build familiarity and trust, making the experience more cohesive and intuitive.
Motivation and Engagement
I used positive and motivating language to boost user morale and encourage participation. Phrases like "Great job!" and "You're almost there!" made users feel rewarded and motivated.
Additionally, I crafted clear and engaging onboarding instructions to help users get started easily and created helpful prompts and tips throughout the game to keep users engaged and informed. These efforts led to a 19.63% improvement in user retention.
Social proofing
In design & writing, we leveraged social proofing to enhance user engagement, recognising that people are more likely to participate when they see others doing the same.
I created copy for a TikTok video campaign where users could share their game progress and donations to Feeding America using the hashtag #GardenofGood.
Users could earn extra rewards by posting TikTok videos about their game progress and referring friends to join. More rewards meant more donations to fight hunger within the game. This strategy effectively drove user growth for TikTok.
OUTCOME
Increased new user acquisition by 55% and daily new users by 23.24% through the video campaign.
Boosted user retention by 19.63%.
Enhanced the reward experience based on user research.
Helped the Garden of Good raise approximately $4 million USD for Feeding America.