Increase lawyer/doctor participation with gamification techniques.
To provide more lawyer/doctor answers, we applied some gamification techniques to reward
participation. Professionals could earn points for taking certain actions on Avvo, and those who
participated the most would get more exposure on the site and move up a leaderboard.
Collaborate with the product team and integrate gamification into existing UI.
User research discovered a variety of motivations for users. Some participated for fun, others for
continuing education, or simply to get more business. The product team came up with a series of
events that would reward the lawyer with points and a badge. The more you participate, the more
points you earn which increases your exposure and position on the leader board.
Communicating “how it works” within the UI was overwhelming, so we attempted a “learned behavior”
approach. As the lawyer used the product, they would discover how to earn points, how much and where
they were on the weekly leader board. Early testing allowed us to avoid some pitfalls and simplify