Jupiter Case Study

1. Gamification In Jupiter
A Product Teardown Case Study
Ujwal Pawar
Analytics Associate,
Eversana (D&A - Commercial Analytics)

2. Problem Statement
The objective of the project is to come up with Gamification ideas that can be possibly
integrated in Neo Banking experience of Jupiter with below mentioned impact
parameters.
1. Client satisfaction and loyalty
2. User acquisition and retention
3. Word-of-mouth recommendations
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3. Contents
● Objective
● User Personas
● Background
● Game Construct
● Jupiter Gamification Strategy
● User Funnel
● Metrics/Impact
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Gamification in Jupiter

4. Objective
● Jupiter aims to be the users’ primary choice of banking app for all of their requirements. Also it aims
to deliver personalised experience and financial wellness to its users
● In other words, it wants be the brand name in users minds when it comes to doing any banking
activities.
● It aims to do this by increasing brand recall by virtue of a sticky product which it has been
continuously building and improving
● Currently exploring gamification strategy to increase retention, stickiness, user satisfaction & loyalty
Jupiter
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5. User Personas
● Demographics
● Experiences
● Expectations
● Pain Points

6. User Personas
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Naman
He is 30 year old software developer living in Bangalore, India earns 10L-13L (INR)
annually through his full time job.
Rinky
She is 20 year old student of Bachelor in Computer Application (BCA) living in Delhi,
India and earns 2L-3L (INR) annually by working part-time as web developer
Experience
He is a tech-savvy engineer who has affinity towards tech apps and is regular user of
various FinTech apps like Groww, Smallcase etc
She is a typical gen-z who uses many of the tech apps like Amazon, Instagram, Gpay,
etc and also has fair idea of FinTech apps
Expectations
● He wants hassle free banking experience that traditional banks lack.
● He also seeks a management solution for his multiple savings account and
investment accounts.
● He also expects to have spend & investment management tool
● She has a crazy bucket list that she wants to complete before she turns 25
● She wants to save for those bucket list wishes
● She also wants to control her spends
● Also wants to start investing and make it a good habit
Pain Points
● I generally overspend than I plan to
● Not able to increase my investments even when I want to due to high spends
● Not able to properly plan and save for my wedding
● Unable to save for the very first bucket list item to visit Goa & enjoy with besties
● Not able to control spends for a long period of time
● Thinking to start investing but still unable to start investing
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7. Background
● Why gamification?
○ Human Focused Design
○ Optimizes for Human motivation
○ Use of Game elements to derive fun &
Engagement

8. Gamification - Solution to Human Motivation
● Gamification is the way of deriving fun and engaging elements found in games and applying
them to real-world non-game applications.
● Design is generally done keeping in mind the core function that a product is supposed to
perform. But gamification suggest the design to be Human motivation focused.
● The underlying assumption in traditional design process is that humans will do a job because
they are required to. But the Human focused design philosophy suggests that rather than
expecting humans to do job because it is required, we should go one step ahead and find out the
the feelings/reasons why they want or don’t want to certain things. Essentially we need to find
the motivation factor do a job.
● Once we know the motivation factor we can use different techniques to get humans to that
motivation so they do the job more happily and more often with efficiency.
● Gamification is one such technique to do human focused design
● Traditional designs optimizes for efficiency whereas Human focus designs optimizes for human
feelings, engagement and motivation
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9. Game Construct
● Game Principles
● Game Core Drives
● Game Components

10. Game Principles
1. Fidelity : Thinking of both ends when people ‘Always Win’ and ‘Never Win’. Game needs to be
designed in between these two ends.
2. Objectives : Goals of game
3. Constraints : Rules of game
4. Success Criteria : what is to be considered as a win
5. Reward : Reward for winning
6. Play : Most important reward needs to be sense of fun, encouraging interaction and intrinsic
value for the game
7. Competition : This brings the challenge in picture. It can be with others or beating your own
old records
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11. Game Core Drives
1. Epic Meaning & Calling
2. Development & Accomplishment
3. Empowerment of Creativity & Feedback
4. Ownership & Possession
5. Social Influence & Relatedness
6. Unpredictability & Curiosity
7. Loss & Avoidance
8. Scarcity & Impatience
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12. Game Components
1. Goals and objectives
2. Rules and/or Instructions
3. Interaction
4. Conflict (and/or competition, challenge, opposition)
5. Outcomes and Feedback
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13. Jupiter
Gamification
Strategy
● The Idea
● Game eligibility
● Game Rules And Actions
● Game Rewards & Competition
● Game Design Suggestion

14. The Idea
● It has Pots functionality but one pot cannot be used by multiple users.
● Shared Pots functionality can be used to motivate to chip in money equally by 2-5 users
working towards same goal (e.g. 5 friends planning for their dream road trip, 3 friends saving
for a birthday gift to some of their mutual friend, etc)
● All of the users in a Shared Pot needs to save money every day (Any custom amount like Rs.
10/Rs. 20/Rs. 50 etc). A streak can be started when a pot is created and it will continue till the
time one of the users break it.
● Users can share their streaks on the social media to motivate each other and for fun.
● Live leaderboard can be created keeping rewards for the top winners.
● The two core drives that we aim to embed in this gamification are -
○ Social Influence & Relatedness
○ Development & Accomplishment
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15. Game Eligibility
● All need to be the users of Jupiter
● All users need to accept the invitation of streak else streak will be started with accepted
users
● They all need to have a common goal
● Any person can start a shared pot and streak
● The number of members in shared pot or streak can range from 1 to 5. (The 1 is kept only to
motivate users who want to participate in streak on their own without any partner)
● All other eligibility criteria (like KYC etc) for existing pot functionality will be applicable to this
as well
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16. Game Rules & Actions
● Any user can start a shared pot and start a streak by defining the money goal and daily
contribution per user for the pot. The timeframe field will be calculated based on the other
two. (e.g. Rs. 100 streak of 5 friends for 100 days with final goal of 50,000 for a Goa Trip, or a
couples’ home renovation goal of 10,000 with Rs.100 each streak for 50 days)
● Once a streak is started it will remain active till the day all of its members keep contributing
to that streak everyday
● A total of 5 misses will be allowed per streak (Combing of all user misses in that streak). But
the person who missed it will need to compensate for it the next day so that the share of all
members remains equal
● When the 5 misses are exhausted and then any one of the members misses then the streak
breaks. They still can continue with the shared pot but that won’t be counted into streak.
Buy they still will be eligible for other rewards along the way and for completion of goal
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17. Game Rewards & Competition
● A leaderboard for Streak would be created to keep motivation up and competition high
● The leaderboard will be based on the total amount a particular person saved when in an
eligible streak and total number of misses he/she did.
● When the group completes the goal with the streak till the last day, that pot will be
rewarded with some Jewels based on the total value saved in it and a card to share &
celebrate on social media.
● Also users can share ongoing streaks as well on social media to keep up the motivation
● The rewards can be kept fairly distributed across goal completion journey to keep the
motivation up (e.g. some rewards at 25%, 50% and 75% completion of goal as well)
● Rewards for top 3 performers on leaderboard can be announced every month
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18. Game Design Suggestion
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Gamification in Jupiter
● The images alongside give an overall
idea of how this feature can be
implemented
● Middle image shows a shared goal of a
couple for home renovation of $2,000
● All the pots having same set of users can
be shown under one single page option
as well for easy tracking [Right Image]
● This can also be used as joint account by
couples [Left Image]
● Also middle image shows the progress
towards the goal and members of the
Pot
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19. User Funnel
● Awareness/Discovery
● Activation
● Engagement

20. User Funnel
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Gamification in Jupiter
*8 Lakhs users till Feb’22 end and 3,500 users daily onboarded (with conservative assumptions) till sep’22 end [3,500 user daily * 30 days * 7 months(Mar’22 - Sep’22) = 7.35 Lakhs]
So total current user base roughly is 8 Lakhs + 7.35 Lakhs = ~15 Lakhs
[Assumptions] - 1
Most of the people will get to know about the feature. 2
At least 50% would use the feature given the social pressure. 3
Due to engaging nature of feature itself & rewards
● Awareness : The Eligible Users to Awareness funnel
can be more or less same as pots.
● Activation : we expect Awareness to Activation funnel
for this streak feature will be somewhat more than that
of pots feature. We expect this because of streak’s
appeal on social media from friends and colleagues
● Engagement : The Activation to Engagement funnel is
also likely to be much higher than that of pots. This is
because of the nature of the feature that it needs daily
activity to be done and engaging nature in general
Total User base of Jupiter
(Eligible Users)
15 Lakhs
100%
Users who know about the feature
(Awareness/Discovery)
12 Lakhs
80%
Users who use the feature
(Activation)
6 Lakhs
40%
Users who engage with the
feature regularly
(More than 5 times a week)
(Engagement)
4.2 Lakhs
28%
50%2
70%3
80%1
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21. Metrics/Impact
● KPI
● Secondary Metrics
● Impact

22. KPI - Weekly Retention
● Secondary Metrics
○ # Activities* per week
○ # Days in a week users are doing activity
○ Total amount of transactions in a week
○ DAU/MAU
○ Total amount saved in a week
● Impact measurement of feature [For Early signs of impact & long term impact]
○ The total amount saved in a week should increase as it is the first direct impact point related to Streak.
Rate at which this increases will add in to the confirmation of success of feature.
○ Impact can also be measured by increase in the activation to engagement conversion rate
○ Next Parameter of impact will be retention and loyalty
○ Word of mouth recommendations and acquisitions due to that will be a long term impact parameter
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*An activity is not just sending or receiving money; it could be saving money in pot, paying by debit card, checking progress of pot or spend distribution etc
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