Special Project to Retain Users During the Winter Holidays
This project is designed to re-engage users during the winter holidays. It is an interactive story where each chapter unlocks progressively, similar to an advent calendar. The primary users of the uchi.ru platform are young schoolchildren aged 5 to 11. During the summer and winter holidays, user activity significantly decreases. Special, more game-like projects with a small educational component are created to maintain engagement on the platform. This way, children are drawn to the project and continue their educational journey during periods of low activity.
This project is designed to re-engage users during the winter holidays. It is an interactive story where each chapter unlocks progressively, similar to an advent calendar. The primary users of the uchi.ru platform are young schoolchildren aged 5 to 11. During the summer and winter holidays, user activity significantly decreases. Special, more game-like projects with a small educational component are created to maintain engagement on the platform. This way, children are drawn to the project and continue their educational journey during periods of low activity.
Holiday tail
About
The project consists of 10 chapters and 9 mini-games in the form of quiz cards. To uncover the entire story, the user gradually unlocks each chapter. The first chapter is available immediately, and after completing it, the characters in the novel face an obstacle. To help them, the user completes a quiz card, answering questions and thus aiding the characters on their journey. The next chapter can be unlocked after 24 hours, but the timer can be shortened by solving several tasks from the school curriculum.
This implements the retention mechanic (encouraging the user to return for several consecutive days) and the monetization mechanic. The platform offers a free section with three tasks available each day. One of the project's goals is to transition the user from the free section to the payment page.
This implements the retention mechanic (encouraging the user to return for several consecutive days) and the monetization mechanic. The platform offers a free section with three tasks available each day. One of the project's goals is to transition the user from the free section to the payment page.
Results
575.822 unique users
23% RR second day
49% CR to free trial
38% CR to paywall
23% RR second day
49% CR to free trial
38% CR to paywall
The project's primary goal was to attract users during a period of low activity and keep them engaged on the platform for several consecutive days.
Additionally, the project aimed to transition users from free to paid content, leading them to the paywall.
To achieve this, special gamification mechanics were implemented as an advent calendar.
Additionally, the project aimed to transition users from free to paid content, leading them to the paywall.
To achieve this, special gamification mechanics were implemented as an advent calendar.
The project’s main page is a map that also functions as a progress bar, guiding the user as they unlock new chapters. The map contains references to the main storyline. It also includes all additional features, such as tutorials, notifications, a chapter lock timer, and more.
Map
Chapter page
The story is divided into 10 chapters, tech presented on a separate page with text and illustrations. For the convenience of younger students who may struggle with reading, each chapter is also narrated. Users can listen to the narrated text using the player embedded on the page. There is also an option to seamlessly transition to the next chapter if it is unlocked. If the next chapter is still locked, the user is redirected to the map page with a timer showing when the next chapter will unlock. Here, they are given the option to unlock the chapter immediately by completing three tasks from the main course.
Quiz card
Another gamification mechanic integrated into the story is the quiz card. Each chapter concludes with the main characters facing an obstacle. To help them overcome it, the user needs to correctly answer three questions from the school curriculum. Testing has shown that children become more engaged with the story when they can influence it. A small, simple quiz makes the story interactive while also adding an educational element to the game.
The project was implemented in 2023
Design by Alexey Martins, Alexandra Dekina
Design direction by Alexey Martins
Illustrations by Daria Lebesheva
Author of the idea:
Daria Naumenko, Alexey Martins
Copyright Uchi.ru LLC.
Design by Alexey Martins, Alexandra Dekina
Design direction by Alexey Martins
Illustrations by Daria Lebesheva
Author of the idea:
Daria Naumenko, Alexey Martins
Copyright Uchi.ru LLC.
Craftum
Сайт создан на Craftum