Case study
for B2C apps
Gamification & Engagement Engine
HumanForest
HumanForest uses gamification to encourage repeat customers
Help HumanForest find a simple way to convey their brand message so they can motivate more people to use their shared e-bike service and reduce CO2 produced, without having to endlessly hand out random rewards.
Partner up with StriveCloud to co-create and launch a gamified in-app loyalty program that communicates HumanForest's brand message through an engaging app experience.
.png)
HumanForest is a different kind of mobility company, determined to make shared transportation more affordable and sustainable.
Their mission is clear: reduce the amount of CO2 produced by encouraging more people to use a sustainable e-bike. Just like trees filter CO2, the community on HumanForest incorporates a human forest by limiting their carbon footprint.
HumanForest is 100% emission free. The fleet consists entirely of sustainable e-bikes, charged with completely renewable energy. All other transportation methods used by HumanForest are also green.
As part of their business model and mission to make micro-mobility more affordable, every user gets 10 minutes of free riding every single day. In exchange, users get a short message at the beginning and end of every ride related to environmental causes. This way HumanForest connects brands with a sustainable audience in return for free riding minutes.
HumanForest had three objectives they wanted to work out:
1. Gamification workshops We started with a series of workshops designed to understand HumanForest's target audience, objectives, and key touchpoints in the customer journey that could be gamified.
After introducing the concept of gamification, we brainstormed together and came up with the initial idea of setting up a point system in the form of TreeCoins. We worked out how TreeCoins would fuel the gamified experience, introduced names for the leveling system based on tree sizes, and started ideating challenges.
2. Gamification plan After the workshop, we came back to HumanForest with a strategic and technical roadmap on how to implement different gamification blocks in the HumanForest app through StriveCloud. These blocks let them add, remove, and adjust features like points and reward systems, leaderboards, and leveling systems within their app experience. It doesn't require a line of code and can be customized entirely to their brand.
3. Implementation First, we set up the API integration through our mutual partnership with the leading shared mobility platform Wunder Mobility. This allowed us to set up the control panel as the back office for HumanForest in nearly no time. Through the control panel, HumanForest can design new app pages to match their style and decide which gamification features to add.
Inside the control panel, the stats builder allows HumanForest to link features like points collection and reward systems to actual user data and events. The amount of TreeCoins users earn depends on the amount of CO2 they've reduced from biking. The leaderboard is based on the number of trees saved, calculated from the amount of CO2 saved. HumanForest is literally rewarding impact.
4. Launch and improve We released TreeCoins and the CO2-reduced leaderboard first. After experimenting with the ideal balance between milestones and rewards, we introduced challenges. We're looking to keep adding new features such as a lottery system to keep the HumanForest community happy and engaged. Our team at StriveCloud stays closely involved to evaluate and improve on the gamified experience through an iterative approach.
Creating TreeCoins to motivate sustainable behavior HumanForest wanted to reward users for their impact without spending a ton of money on discounts. TreeCoins are at the core of HumanForest's gamification strategy. Users collect TreeCoins by carrying out actions like riding 5 miles or redeeming a code. The conversion: 1 mile = 1 tree, 5 trees = 1 TreeCoin. Collecting coins positively reinforces sustainable behavior by triggering a sense of progress and achievement. With TreeCoins, users get free riding minutes, level up, rank on leaderboards, and more.
A leveling system from Bonsai to Sequoia On the HumanForest app, users level up starting from a tiny Bonsai tree all the way to a giant Sequoia, based on TreeCoins collected. The more rides a user takes, the higher their level. Levels empower sustainable behavior, keep users motivated to come back, and serve as social status in the HumanForest community.
Personal and timed challenges Challenges like 'The CO2 Saver' motivated users to collectively reduce up to 20 tons of CO2 in just one week by using the shared e-bike service. All users who reach a certain milestone within the timeframe receive 10 TreeCoins. Other challenges such as 'Outside Rider' and 'Energy Burner' are measured based on time spent outdoors and kilojoules burnt. This creates a fun way to drive collaboration or competition between users.
A CO2-reduced leaderboard The leaderboard ranks every user in the community based on the number of trees they've saved. 1 TreeCoin represents 5 trees (an actual calculation). The leaderboard motivates users to literally go the extra mile, driven either by competition or by community collaboration to save the planet.