Pi is an app that offers cashback to its customers for the purchases they make with participating retailers.
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:
We translated these demonstrated behavioral models into practice via UX/UI in an array of ways, using intricate systems of incentives:
Q’s team was a real partner in our product discovery process. The interdisciplinary approach was a key for successful MVP.