Vendo em inglês, mude para português

1. Problem

From recurring cross-metric analyses, we identified that only 24% of monthly active users were using more than two banking products, resulting in a low APPU (Average Products Per User). Additionally, the 60-day retention rate among new users (26%) suggested that many were abandoning the app before exploring its full potential.

Based on this, I collaborated with stakeholders to propose a solution that could unlock this potential. That’s how C6 Experience was born: a gamification layer structured around contextual missions and rewards.

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The initiative aimed to boost engagement in key products, thereby increasing APPU and user retention, promoting cross-product activation in a gradual, fluid, and rewarding way.

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2. Strategy & Execution

We structured the roadmap into three phases:

• Discovery: data analysis, benchmarking, user research focused on motivation and rewards, and mapping key journeys with activation potential
• Definition: co-creation sessions, mission and reward mechanics, UI design, visuals, and animation development
• MVP & Rollout: testing, implementation, launch, monitoring, and bi-weekly KPI reviews