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As an entrant in the market and one of the first of its kind in Israel, their biggest challenge is incentivizing people to make purchases through the app.


Pi is continuing to develop their app based on the recommendations and behavioral loops that we created, with a Q-led team working on the UX/UI design. Additionally, and in line with our design outline, the UX/UI consists of a simple dashboard that allows users to clearly see their current status, how they can earn more rewards, and view what their friends or other users are doing within the app. We also encourage users to stay active in the app by design: when users are inactive for periods of time, the color palette becomes monotone and dull. Users can see how much money they could earn if they buy now, which creates a sense of urgency.


Habits are formed through behavioral loops. To understand what loops to design for Pi’s intended outcome, we focused on social psychology and gamification. 


We began by defining the problem with the client, and then moved on to a parallel process, in which each team member developed independent ideas while applying our respective disciplines’ best practices and conducting literature review. After a few days of independent work, the team synthesized their behavioral loop ideas into an integrated framework for the Pi app.

We developed two main behavioral loops for Pi to utilize: 

  1. Social Communal Loop: This stems from the concept that habits can derive from social action, in which people are motivated to take collective action. This is based on the notions of group identity and group competition. 
  2. Gamification Advancement Loop: By applying gamification elements, habit can be formed through one’s motivation to level up and win. Importantly, we incorporated the concept of loss aversion into our recommended design for the app. 

We translated these demonstrated behavioral models into practice via UX/UI in an array of ways, using intricate systems of incentives:

  1. Simple Interface: A user should clearly and easily see what their cash back status is. When they spend, they should immediately reap the reward. 
  2. Advancement (personal use): With gamification in mind, users must be rewarded and excel as they use the app. On a personal level, their status grows and the benefits get better as they level up (i.e. personalization and specific retailer benefits based on their interests). 
  3. Hybrid (group use): Pi could allow users to create groups based on shared interests (i.e. Gaming aficionados, young families, etc.) . Users in groups can share their benefits based on their personal status. Group identity would serve as a motivator to continue using the app. 
  4. Community level (NGOs): We developed an affiliate-style method for Pi to scale. Users can select an NGO of their choice, which would then be awarded with a percentage of users’ cash back rewards. Pi can develop a leaderboard so NGOs could compete. This is based on social identity theory where users would be incentivized to shop through Pi as a value expressive behavior.

Q’s team was a real partner in our product discovery process. The interdisciplinary approach was a key for successful MVP.

Roy Horev, Head of Product, Pi