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About LINE Ramadan
LINE Ramadan is an seasonal (Ramadan month only) marketing campaign meant to increase the activeness of Indonesian users in LINE Messenger App through various activities – one of it is through mini-games
Responsibility
Facilitate the collaborative workshop • Conduct evaluative research • Solely responsible to design the visual and interaction of the MVP and the final product • Plan and manage the content of the game • Maintain the design quality of the final product
Type of project
New product
Timeline
Q1 2022
CONTEXT
The story of LINE Ramadan
The month of Ramadan is a significant time, particularly for the Indonesian population. During this month, many teenagers (who are the target users of LINE) tend to have more free time since activities are usually reduced to conserve energy for fasting. Since 2018, LINE Ramadan has been created as a marketing campaign to accompany these teenagers during their leisure time throughout Ramadan with various activities on LINE in order to increase LINE usage.
PROBLEM
LINE Ramadan and the need to innovate
The month of Ramadan is a significant time for the Indonesian population. During this month, many teenagers (who are the target users of LINE) tend to have more free time since activities are usually reduced to conserve energy for fasting. Since 2018, LINE Ramadan has been created as a marketing campaign to accompany these teenagers during their leisure time throughout Ramadan with various activities on LINE in order to increase LINE usage.
IDEATE
Treasure Hunt but for Ramadan
Together with the product manager, marketing team, and strategy team, we held a brainstorming session to come up with a new concept for the LINE Ramadan campaign. Many ideas were suggested, but I proposed a treasure hunt concept that would utilize various LINE services to provide clues leading to a hidden treasure. To our delight, my proposal was chosen as the new concept for the LINE Ramadan campaign in 2022. We decided to name it Treasure Hunt Ramadan (THR), which was a playful twist on Tunjangan Hari Raya a term that is closely associated with the month of Ramadan.
VALIDATE
The doubt of a new concept
Although we have settled on the main concept, we are still unsure about the practical implementation of the product. To address this uncertainty, we have planned to develop a minimum viable product (MVP) to test and validate our concept assumptions with real users. Recognizing that most LINE ID employees are the perfect representatives for our audiences, then we sent test invitations to all of them.
1. Migrate to mobile web
We have decided to change from using a chatbot to developing a mobile web application in order to make our product more interactive and engaging. With this move, we can maximize the product's appearance to be more colorful and in line with the THR brand.
2. Revamped the game mechanism
New scoring mechanism
We have decided to change from using a chatbot to developing a mobile web application in order to make our product more interactive and engaging. With this move, we can maximize the product's appearance to be more colorful and in line with the THR brand.
Redefine the incentives
We have also divided the competition and incentives into three periods so that users who have a low score in the previous period can still have hope in the next one. However, we acknowledge that not everyone can win the competition, so we also provide opportunities for individuals to win quests and receive rewards.
3. Revamped the game content
Add story into the game
Furthermore, we have added a story to the game as an alternative motivation for users who focus more on the content than the reward. By providing them with an interesting story to follow, users will still be motivated to continue playing until the end of the story.
Design the riddle progression
Lastly, we have redesigned the riddles to allow users to progress from easy to medium to hard. In the MVP, most of the riddles were considered difficult, so we wanted to ensure that users can make progress as they play. We have defined the difficulty of each riddle and managed it so that users will face easy riddles first, then progress to medium, and end with hard riddles at the end of the period.
RESULT
How about the result?
Although it is difficult to change something that has been successful in the past, we were able to innovate and turn LINE Ramadan into something new and more enjoyable than before.
Shout out to:
The wonderful team of LINE Ramadan 2022 🏴☠️
