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Hive Interactive Quiz

Whilst mentoring a graduate employee within the Hive marketing and comms team, we were tasked with generating ideas which could increase customer engagement via the Hive monthly email. After an initial brainstorming session, I took on all the design requirements needed to test our hypothosis - "Everyone loves a free prize draw", can we use this to educate customers on our products and services, will it increase brand engagement?

Methods used

  • Requirements gathering
  • Brainstorming
  • Hypothesis creation
  • Gamification
  • CX mapping
  • Wireframing
  • Hive honey design system
  • Asset optimisation
  • Prototyping
  • UI Design production and handover
  • Live testing
  • Performance analysing

Design brief

Increase customer engagement with the Hive monthly email comms. Investigate a gamification method which is both aspirational and educational. Limit it to existing Hive customers, so we can cross reference data already known about them, producing better quality insights and understanding of our current customer base.

First experiment

An interactive quiz linked from a promo within the Hive monthly email comms. Five questions in total, each delivered on successfully answering the previous question. Answering all questions correctly would result in being entered into a prize draw to win one of ten Hive View Indoor Cameras. All questions needed to increase the customers brand awareness and knowledge of Hive products.

 

I created userflows and mockups of all potentional user journey scenarios

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How it performed

The results were extremely encouraging and generated a great deal of interest across the business

69,000

Hive customers successfully completed the Quiz & were entered into the prize draw.

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Driving an additional 30K website unique user traffic, which would have been users looking for the answers to the Hive product questions. A further 5,000 customers interacted with the Quiz but were not entered into the prize draw.

Could we have done anything to increase sales

Some feedback from business owners asked how many extra sales (if any) did we get as a result of this Quiz.

I initially questioned why they would expect impulse sales as our product offerings are not associated with impulse buying.

Previous research had indicated users would visit the site several times, whilst comparing with competitors, before committing to a purchase. Data suggested no extra sales were created by the competition entrants.

 

However, we discussed this feedback further and looked to see if there could have been any way to increase sales. Whilst the competition was still fresh in the minds of the entrants, we negotiated a bespoke offer with the product owner, and tested a consolation email, on the back of announcing the winners.

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An impressive £80 discount on the Hive View camera, £100 if purchased with a Video playback subscription, was offered as a consolation prize, which could only be redeemed by the entrant via a unique code associated with their Hive account.

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How it performed

Total redemptions

428

369 = £100 voucher | 59 = £80 voucher

357

Purchased with Video Playback subscription

99 = monthly | 258 = annual

Conclusion

An extra 428 sales and 357 subscriptions were created with this quick experiment in a live test environment.

The 74K user engagement and additional 30k website unique user engagement, showed that there was a good appetite for this kind of educational gamefication. With a long term strategic plan, more promotion of future quizes, along with a two million customer base, engagement figures certainly had scope for increasement. And offering a product consolation discount voucher, linked to subscription products, proved to be an effective way of increasing direct sales.

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This exercise led to further discussions and R&D in gamification, how Hive could adopt more methods to educate and aspire customers into purchasing additional Hive products and services.

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