Team Event
Engagement Tool
Reducing Power User Churn in Social Systems
What is Covet Fashion?
Mobile Fashion Game | Style with Real Brands
*Legacy UI shown for context
Pick a
Challenge
Style
Looks
Vote on Looks
/Be Voted
Win
Rewards
What is Runway Rally?
A highly competitive, community-driven team event
& one of Covet Fashion’s largest revenue drivers.
Fashion House
Participate in Rally as a team
The Importance of
Fashion House Leaders
- Leaders are the drivers of participation, not just participants
- They manage coordination, motivation, and accountability
- When leaders churn, entire groups lose engagement
→ Retaining leaders is critical to sustaining engagement
Goal
Reduce churn among Fashion House leaders (Power users)
Pain Points
Limited Visibility
for Leaders
“I just can’t easily tell who
actually participated.”
No In-Game
Nudges
“I can’t directly remind
members inside the game.”
Unreliable Registration
Hurts Results
“I hate kicking people out
temporarily but I have
no other option.”
Amanda
Fashion House Leader
Design 1:
A Post Report
A post report and management tool after
rally to help leaders to get a holistic view
and manage the next rally.
Design Response to
Pain Point 3
Ability to turn off
inactive users’ rally
participation toggle.
Design Response to
Pain Point 2
Ability to notify
active/inactive user
to participate.
Design Response to
Pain Point 1
Ability to view each
member’s participation
status in a list view.
The Busy Work Behind Leading a Rally
Our UXR showed leaders doing much of their Rally work outside the game.
Amanda
Fashion House Leader
Step 1
Track participation through
each member’s profile page
Step 2
Match game ID with
Facebook ID
Step 3
Message members
through Facebook
Design 2:
Real Time
Management
Directly affects rally participation
instead of managing it
afterward. (Simulate what leaders do
outside the game from UXR.)
Step 1
Addressing the need for
external Rally Tracking
Step 2
Addressing the need for
Facebook/Game ID Matching
Step 3
Addressing the lack of
in-game nudging options
A Post
Report
- Post analysis
- Global data view
- Multi-step workflow
Real Time
Management
- Inline action
- Real-time action
- Per-challenge context
User Interview
Collaborated with UXR, defined the
testing methodology and contents.
Participants:
- 5 leaders from Model Clubs
- 3 leaders from Struggling Clubs
Methodology:
- 1-1 Interviews
- Rally Flow Mapping
- Mock-Up Triaging
UXR Findings
“This is all I wanted”
(Comment on Design 2)
Main Key Findings from UXR (Design 2)
Preferred by both high-performing
& struggling leaders
Saved 27min-8h of manual
management time
Increased willingness to actively
manage team event participation
Design Approach 1
A post report and management tool
Design Approach 2
Real-time management tool
Design Trade-offs & Decisions
Poke or Nudge?
Balanced clarity with softer social tone
Nudge behavior & cooldowns
Prevented spam while encouraging
timely action
Leader vs. Member visibility
Designed around different goals:
coordination vs. social encouragement
Post-goal states
Reduced unnecessary actions once
participation goals were met
Leader’s View
Prioritizes members who haven’t entered
Member’s View
Prioritizes members who have entered
Tutorial
Results
After Release
During the first 4 weeks after release:
- 97.0% of the 11705 Clubs which started rallies checked out this new feature.
- 15.3% of Club leaders and/or officers nudged fellow club members after interacting with the tool.
- Push notification open rate: 6.1%.
- Average FH ARPU 1.2% higher.
- Rally participation rate increased by 1.3%.
- Fashion House Leader churn rate has been reduced by 20%
Post-Launch
Optimization
Problem:
Low nudge rate (15.3%)
Action:
Send inbox messages with instructive images to help leaders and officers discover & interact with the new feature.
Results:
Doubled nudge rate (from 15.3% to 31.3%)
Let Leaders Know: Nudge Is Here!