Cozymeal’s My Account Page
The Cozymeal My Account page serves as the central hub for users to manage their bookings, preferences, and personal information. However, the existing design was cluttered, lacked intuitive navigation, and failed to keep users engaged. Working alongside my project manager, I spearheaded a redesign that leveraged gamification principles to create a more interactive and user-friendly experience.
UX/UI Designer | July 2024
01. The Challenge
Users struggled with the My Account page due to its overwhelming layout, lack of clear hierarchy, and low engagement levels. Navigation felt unintuitive, leading to frequent customer support inquiries. Our goal was to simplify account management, enhance usability, and introduce engaging elements that would encourage users to interact more frequently with their accounts.
02. Research & Insights
We conducted user interviews, heatmap analysis, and usability testing to identify pain points. Key findings included:
Users found it difficult to locate important information such as upcoming bookings and gift card balances.
There was little motivation for users to update their profiles or explore additional features.
Customer support received frequent inquiries about managing payment methods and rescheduling bookings.
Previous My Account Page
03. Design Strategy & Gamification Approach
To address these issues, we implemented the following solutions:
Progress Tracking & Badges – Users earned badges for completing profile sections, booking multiple experiences, and leaving reviews, encouraging engagement.
Interactive Dashboard – A personalized dashboard displayed progress bars for profile completion, upcoming events, and loyalty rewards.
Guided Onboarding – A step-by-step walkthrough introduced users to key account features, reducing frustration for new users.
Simplified Navigation – Information was grouped into clear, visually distinct sections (e.g., Bookings, Payments, Preferences, Rewards) for easier access.
Action-Based Notifications – Users received dynamic prompts such as “You’re one step away from earning a new badge!” to drive engagement.
04. Prototype & Testing
We built an interactive prototype and conducted A/B testing to compare engagement levels before and after the redesign. Results showed:
30% reduction in customer support inquiries related to account management.
20% increase in users completing their profiles.
15% boost in repeat bookings due to enhanced visibility of loyalty rewards.
05. Final Outcome & Impact
The redesigned My Account page transformed a previously cluttered and uninspiring interface into an engaging, intuitive, and interactive experience. The integration of gamification not only streamlined navigation but also encouraged users to take meaningful actions, ultimately driving higher retention and satisfaction.
Key Takeaways
Gamification enhances user motivation by making mundane tasks more rewarding.
Clear visual hierarchy and structured navigation significantly improve usability.
Proactive engagement strategies (such as badges and progress tracking) foster deeper interaction with the platform.
By rethinking the My Account experience through the lens of gamification, we successfully turned it into a dynamic, user-centric hub that encourages exploration and engagement.