CONTEXT
ShareChat creator tools are necessary lifeline for both power creators and new creators equally. Unlike other apps where face creation is prevalent, the creators on ShareChat rather express themselves with the help of tools including camera, status, motion video tool & other third party tools. A gamification approach was necessary to build higher probability of converting all the new creators into a casual creator and eventually into a power creator. The approach was aimed at providing them with a deep sense of enjoyment through establishing simple challenges that can keep them rooted into the creation journey and reward them for the same. This will also act as a reminder for them to create on multiple days consistently.
For Indians, it is not the future but the mythical past that has always captured their imagination. From books to movies, there’s a battalion of content that has kept us in awe when it comes to the mythological past. They dominate the culture and cut across socio-economic and religious barriers. So, it was natural a level based gamification feature for ShareChat be inspired from the mythical roots that the Indians love and adore so much.
This led to the conceptualization of Sharechapuri.
ShareChat + Puri
‘Puri’ – What and Why?
The name ‘Puri’ originates from the Indian subcontinent, specifically from the Sanskrit word ‘Pura’, which means ‘city’ or ‘town’. However Puri itself is a treasure trove of vast cultural richness, historical depth and modern significance too. The immense popularity of Puri has not only surpassed geographical representations, but also social and political standing. Many families go to the extent of adopting the name to signify their roots in and around specific towns and cities.
So when it came to naming the feature, Puri was a no-brainer.
The effort was to establish Sharechapuri as a large empire that contained a wide range of environments and small vassal states. The geography was imagined to be completed with forts, rivers, mountains and oceans that was mysterious and at the same time pragmatic too. Such a description made sense, since the gamification involved quests, unlocks and power-ups.
Inspiration – Tanka & Bomma
Tanka & Bomma were few among the many trophy names that were awarded upon completion of set tasks.
The name Tanka was borrowed from the coinage of medieval India. A phase of the Indian subcontinent between the 6th century and the 16th century. The time of the Delhi Sultanate was a period that marked a tremendous expansion of the money economy. There were coins made in gold, silver and copper. Tanka belongs to this rich heritage.
Bomma
Bommai, bomma or gombe are all considered to be talismans represented as dolls. However, the inspiration for bomma was derived from the ancient custom of bommalata, which is a shadow puppet theater tradition. This ancient custom was responsible for spreading news and also entertaining people to the most remote corners of India. The ‘bomma’ that was used in these shows was highly revered, so much so that people to this day gift them as toys and even have festivals surrounding them. This common inference made ‘bomma’ a natural choice for one of the trophies in the creator gamification journey.
I created a detailed framework for user progression through various levels based on their engagement and achievements.
Established a system of challenger streaks to motivate users to maintain consistent activity and reach higher milestones.
Designed an engaging and memorable set of trophy names to reward users for their accomplishments.
Developed a hierarchy of trophies to represent varying degrees of achievement, ensuring a clear and motivating progression path.
Worked closely with the design team to develop intuitive and visually appealing UI states that enhance user experience and the entire storyline for it.
Ensured that each UI state clearly communicates its purpose and guides users through their interactions smoothly.
