Overview

Bukalapak aimed to increase Daily Active Users (DAU), and the management developed a game concept: Transactions come with collectible pieces that allow users to win prizes when completed.

Challenge

In the pursuit of increasing DAU (Daily Active Users), how can we attract non-gamers to play our in-app game and revive dormant players?

Outcomes

The initiative led to an increase in Daily Active Users, including both resurrected users and those who were not previously game players but became engaged due to the compelling experience offered by the game.

Behind the Scene

We used the Octalysis Framework to model our users' motivations. We discovered that our users were primarily motivated by scarcity, avoiding loss, and unpredictability—elements they found "fun" and engaging.

We then experimented with various designs and developed a final version that piqued users' curiosity about rewards and provided small incentives over time.

Additionally, we implemented a gameplay loop where each session was enhanced compared to the previous one, creating a compelling experience that encouraged continuous engagement.