Gamification

Overview

With the launch of our gamification program in Square, I revamped our entire engagement strategy by creating 100+ new badges, implementing new rank systems, and collaborating with our design team to align with Square's new visual identity.

Learnings

• I discovered that creating meaningful badge requirements was crucial - each badge needed clear actions that added value to both the member earning it and the broader community.
• After researching member behaviors, I structured the rank progression to reward both quality contributions and consistent engagement, which helped drive more meaningful interactions.
• I worked closely with design to ensure each badge and rank visual felt special while staying cohesive with Square's visual identity, leading to higher member pride in displaying their achievements.
• I mapped out clear paths for members to progress, making sure they understood exactly what actions would earn them new badges or advance their rank.
• I learned to balance accessibility and exclusivity - making sure new members could quickly earn initial badges while creating aspirational high-tier ranks for veteran contributors.

Key Stats

• Badge engagement increased by 65%
• Member retention increased by 42% among users who achieved at least one rank advancement.
• Achieved a 92% positive feedback rating on the new badge designs and gamification from community members.