PROJECT: Slot machine - A lucky game concept CLIENT: VinID PRODUCT DESIGNER/UX WRITER: Trang Luc (Gwen) VISUALIZER: Ry Nguyen DURATION: ~ 2 month

Problem

Diverse non-lucky concept running for various partners, supporting MKT/Ops team with additional choices when setting up monthly campaigns. MKT prefers random concept because:

• Low budget
• Easy budget management as a prize winning rate can be set up
• Low setup effort (time and resources)
• Increased user conversation: need to keep customers in the app longer or increase the rate of customers returning to the platform.

Solution

The core mechanics of the game are three vertical rows, each with a different number of gift icons. The user will receive the corresponding prize if all three vertical rows display the same matching icon. If the icons are not the same, the user will not be rewarded. Users can complete tasks to earn additional gameplay opportunities in addition to the daily provided gameplay (1 turn). These tasks can be integrated with a variety of VinID app use cases, such as earning loyalty points, claiming or redeeming vouchers, inviting friends, and so on. This boosts conversion rates for all parties involved and allows users to discover hidden features within the app.

Considerations should be made when designing the game to prevent cheating, such as users manipulating or editing images to file complaints with customer support. To address this, the design can include horizontal shadows at the top and bottom edges of the display screen, and icons outside the result area will only show half of the icon, hiding the other half.

Measurement

• MAU (user access to a game and have any actions)
• Engagement: user have any actions on game elements
• % conversation rate of each step on the journey
• % stickiness (how often users are returning to an app)
• Hardness (% winning rate/ Total round)
• Duration (total play time per round)