Scaling MAUs from 12k to 25.75k by designing Silver Studio’s new gamified community feature
Silver Studio is a mobile digital fashion platform that empowers Gen Z users to express their fashion identities through digital outfitting. To address declining engagement, I led the design of a new gamified community feature, “Rating & Ranking,” aimed at increasing user interaction and strengthening community participation
Through close collaboration with the marketing team, we identified the seven most popular outfit styles across the platform to serve as themes for the Rating & Ranking feature and visual assets were created based on the mood board reference to bring each theme to life and enhance the overall user experience.
Community feature Rating & Ranking was launched with a custom iconography system with 10+ visual assets to enhance Silver Studio’s visual language and boost user engagement.
Project Overview
Context
Silver Studio is a mobile digital fashion platform that empowers Gen Z users to express their fashion identities through customizable digital outfits. One year after launch, the platform experienced a decline in Monthly Active Users (MAUs), with user research revealing low engagement as a key issue. As the UX designer on the team, I led the end-to-end user experience design, including user flow and visual design, for a new gamified community feature, “Rating & Ranking.” This feature was designed to boost user engagement by encouraging social interaction, recognition, and friendly competition within the community.
Outcome
A new onboarding experience featuring 4 splash screens was introduced to effectively introduce users to Rating & Ranking and drive early engagement.
New feature was launched with a custom iconography system and 10+ visual assets to empower the Silver Studio’s user engagement with playful and expressive interfaces.
The Monthly Active Users increased from 12k to 25.75k within the first month of release.
Design Process
Ideation
Gamified Flow
Inspired by game mechanics like daily rewards and victory bonuses, the feature allows users to rate outfits across the community and unlock exclusive items. A dynamic leaderboard motivates users to create and share more outfits to earn higher ratings and claim leaderboard rewards.
Rating Approaches
3 potential approaches of rating were explored and tested with our Gen Z participants. And the fashion tagging was revealed as the most engaged solution to the users.
Iterations
Mood board & Draft
Through the collaboration with Art and Marketing team, a fashion tagging system were created with 12 the most trendy styles in the platform.
User Testing
During testing section, couple concern were raised from the testers.
Visual Design
Based on user feedback, the original 12 outfit styles were consolidated into 7 core styles to reduce cognitive load and improve clarity. A custom iconography system was also developed to visually support each style and enhance overall usability.
Final Deliverables
Prootyping
Rating
The rating interaction encouraged users to express appreciation and engage with other community members, establish a strong connection and participation.
Exclusive daily rewards were unlocked once users reached their daily rating times, motivating consistent interaction and returning visits.
Ranking
The top 10 users with the highest number of ratings were spotlighted to the entire community, inspiring others with their unique and creative fashion expressions.
Splash Screens
A series of splash screens was launched as an onboarding tutorial for the Rating & Ranking feature, designed to ease users into the gamified experience and prevent overwhelm.
Learnings
Looking back, one of the key lessons I learned during the project was how to make stakeholder reviews more effective. I started presenting ideas with clear design notes to help stakeholders better understand with the rationale behind each concept. I also restructured the meetings to include a dedicated design Q&A session to ensure a clear alignment on next steps. Through this process, I quickly adapted to the fast-paced startup design environment and learned how to drive impact within tight timelines.