2. ToDo – Wordzilla

4. In-Game Conversion – New User
Key User Frictions and Anxieties (at this
Stage What we sell User Needs and Wants stage)
1 Bait - via There are free in- 1. Don’t want to miss out 1. Looks like an ad
home game items hidden 2. People like you do this 2. Not noticing the notification about the items
screen, around your city. 3. Easy to do, I’d go there anyway 3. Too much hard work
pause Turn on location 4. Want new friends 4. Not understanding the proposition
screen services to find 5. Guard is up
them. 6. If its free, the item can’t be valuable
7. Do I have to buy at store?
8. Too creepy
9. Not wanting to turn on location services
10. Not wanting free in-game items
User turns on location services for the game
Ideas:
• X deals sold so far
• Scarcity – limited deals left
• Clearly sell benefits
• Simple message – go to place
• Now, not later

5. Stage Two – New User – Map Screen

6. Stage One – New User – Bait Screen
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7. Stage One – New User – Bait Screen
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8. Stage One – New User – Bait Screen
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9. Stage One – New User – Bait Screen
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10. Stage One – Turn on Location

11. In-Game Conversion – New User
Key User Frictions and Anxieties (at this
Stage What we sell User Needs and Wants stage)
User turns on location services for the game
2 Location If you go to these • Show map and nearby item • Map is overwhelming, too much stuff on it
Awareness- places, you get free • No purchase necessary • Places are too far away from user’s
See nearby in-game items • Correct map sizing journeys
items on a • Routing to choose the easiest place to • User doesn’t want any of those items
map, get a get to, not just the nearest • User doesn’t like the nearest brand to
taster for • First first time users, only show a them
clicking on place if its really easy to get to • Just says no to everything
one • Show a mass-appeal place like • Too much work
Starbucks, not somewhere that people • Too intimidated
might not like
• Maintain connection to the item
• Get a free item, a free taster for
getting to this screen

12. Stage Two – New User – Map Screen

13. Stage Three– New User – Inform Screen w/Timer

14. Stage Two – New User – Map Screen

15. Stage Two – New User – List View

16. Stage Two – New User – Redeem

17. Stage Two – New User – Offer Rating

18. Stage Two – New User – Like button

19. Stage Two – New User – Map Screen

20. Stage Two – New User – Map Screen

21. Stage Two – New User – Map Screen

22. Stage Two – New User – Map Screen

23. Stage Two – New User – Map Screen

24. Stage Two – New User – Delay screen

25. Stage Two – New User – Delay screen

26. Stage Two – New User – Map Screen

27. In-Game Conversion – New User
Key User Frictions and Anxieties (at this
Stage What we sell User Needs and Wants stage)
3 Early “You’ve won a free • User can’t find the sponsored location
Success - item from • User closes the app and can’t work out
Go to <sponsor>” how to get back to the map page
sponsored optional “…and a • SL is indoors, map only takes the user
location, free <deal>” part of the way there
trigger and • Brand I don’t like
redeem • Don’t recognize map / too zoomed out /
too much other stuff on map
• Not a Google map
• Across a busy road
• Do it later
• What’s the catch?
• What do I need to buy
Ideas:
• Simple graphic for stage one that communicated:
• User > Go to Place > Get Item
• Show the number of people who have got an item from the place
• Show the user’s friends who have used SL
• Show a countdown timer throughout the process to create urgency
• Give the SL away for free, without going to the place (prob not in first version)
- We know that you’ve left your home, use this as an opportunity to remind you about
an SL you looked at.
- Show on the home screen if someone has started going through the funnel

28. Stage Three– New User – Redeem Screen

29. Stage Three– New User – Redeem Screen w Timer

30. Stage Three– New User – Redeem Screen

31. Stage Three– New User – Offer Screen

32. Stage Three– New User – Offer Screen

33. Stage Three– New User – Offer Screen

34. Stage Three– New User – Offer Screen

35. Stage Three– New User – Offer Screen

36. Stage Three– New User – Offer Screen

37. Stage Three– New User – Home Screen with Offer

38. Stage Three– New User – Offer Screen

39. Stage Three– New User – Offer Screen

40. Stage Three– New User – Offer Screen

41. Stage Three– New User – Redeem Screen