Emma AXA Mandiri FIT Challenge
The "FIT Challenge" campaign was launched as a strategic initiative by AXA Mandiri with multiple objectives aimed at enhancing brand positioning and driving user engagement. The campaign focused on promoting health and protection services through an interactive platform.
The Emma AXA Mandiri platform provided the FIT Challenge feature, which included daily challenges, journal tracking, and the ability to publish content and share content on social media platforms. Developed over two months (June–August 2023), this feature was designed to support a healthy lifestyle by focusing on financial, mental, and physical well-being. The campaign officially began in August 2023.
The campaign achieved great success, attracting over 2,000 participants and generating more than 6,000 shared contents within three months (August–November 2023). Post-campaign reporting in December 2023 showed a 30% increase in active user rates.
Goals
This campaign will open the access for guest roles, non-members role of AXA Mandiri, so that they are able to join and participate in the Emma AXA Mandiri FIT Challenge.
The participants are able to join, view the challenge, upload their photo or video activity related to the challenge, view the feeds, share their activity to another social media, track their journal activity, and follow Emma AXA Mandiri events and online classes. On the admin side, they are able to create the campaign, create the challenge, monitor the participant, and give the participant a reward.
Key Responsibilities
Feature Development: Created the "FIT Challenge" features on Emma AXA Mandiri platform, such as daily challenge, journal tracking, participants gallery (feeds), publish content, and social media sharing functionalities to boost user participation.
Admin Platform Enhancement: Enhance the admin platform to provide a new menu for customize the campaign content, create challenge, and table reporting to monitor participant activity.
Cross-Functional Coordination: Worked closely with Brand and Marketing teams to align messaging, content, brand ambassador KOL, and product functionality to maximize engagement.
Guest User Integration: Lead the development of the initiative to expand platform access from member only to include guest user.
Workflow
As a customer portal with various stakeholders and complex user needs, we use the Double Diamond Framework for developing the FIT Challenge feature in the Emma AXA Mandiri platform, focusing on daily challenges and journal tracking. Using the Double Diamond approach ensures a structured development of the FIT Challenge features, from user problem discovery to delivering a solution that meets their needs.
01
Discover
User Research: Conduct research to understand users’ needs related to the category of activities and daily challenges. Investigate their motivation for participating in challenges, the types or format of content they want to upload, and how they want to track their progress.
Observation and Interviews: Interview previous campaign participants and admin or Emma AXA Mandiri users to understand how they use challenge features, identify pain points, and discover what they expect from this new feature.
Data Analytics: Analyze previous data on the FIT Challenge 2022, such as how frequently users participate in challenges, how many file sizes of the content that uploaded, and how actively they engage with related activities.
02
Define
Pain Points
Registration and Confusing Challenge Process: Users need to register on the microsite before joining the FIT Challenge. However, having the challenge page and feeds on the same screen creates confusion, and the upload process lacks clarity as there is no success pop-up after content is submitted.
Limited Draft Feature and Difficulty Tracking Challenges: There’s no draft feature to save content temporarily, which makes it hard for users if they lose connection or their content is not ready. Users also find it difficult to track completed challenges.
Double Upload Requirement and Manual Tracking of Winners by Admin: Users must upload content twice, on the microsite and on their social media, to be eligible for the weekly reward. Additionally, admins need to manually track and verify weekly winners.
User Personas
For participant or challenge enthusiasts who want an easy and user-friendly way to join campaigns, view challenges, upload content, track their progress and achievements.
For admin who want an easy and user-friendly way to create campaigns, create challenges based on the category, upload content and challenge description, monitor the participant activity, and view the participant’s achievement to give them reward.
Problem Statement
The previous FIT Challenge is not available on the Emma AXA Mandiri platform. The participants who want to join the FIT Challenge, need to go to the microsite and there is no activity on the EMMA AXA Mandiri, so we need to create the feature from scratch.
03
Develop
Ideation
Brainstorm potential feature solutions, such as the FIT Catalog (an intuitive content publishing and sharing system with a participants' gallery that captures all participant activities) and the FIT Journal (a tracking system for participant activities, including completed and incomplete challenges).
Decision Making
Provide "FIT Catalog", contain with List of Challenges and Feed.
List of Challenges: The categories and daily challenges that participants can join. The challenge detail page features a challenge banner (viewable with zoom or play options), a challenge description (expandable or collapsible), and fields for ‘Upload Media’ and ‘Upload Link.’
Requirements:Participants are able to publish files up to 30 MB each, even though the front-end displays a 20 MB limit message. This anticipates cases where participants, using professional devices, submit high-resolution files larger than 20 MB.
Participants are able to publish up to 10 files per challenge to accommodate multi-step challenges. This also allows them to submit multiple files at once, reducing errors during the publishing process.
Participants are able to upload content in the following formats: PNG, JPG, JPEG, HEIC, MP4, and MOV to ensure compatibility with the file formats generated by their devices.
Participants are able to add captions of up to 280 characters for each published piece of content to ensure compatibility with desktop and mobile interfaces.
Participants are able to view successfully uploaded content in the Feed section and in the "My Journal" section on the FIT Journal page.
Participants are able to save content in the "My Draft" section on the FIT Journal page if they leave the page, switch tabs or apps, or if the upload process is still in progress.
Feed: The gallery of all participant activities that have been successfully uploaded. Each content detail includes the participant's name, challenge category, challenge name, and content caption.
Requirements:Filters: Participants are able to use the 'Latest' and 'Most Viewed' filters to easily find the content based on their preferences. The default filter is set to 'Latest'.
Top Content Highlighting: Participants are able to see the highlighted content with the highest view count, following a layout similar to Instagram feeds.
Content Detail View: Participants are able to click on content in the Feed to open a pop-up view of the photo or video. Every time a participant clicks on the content, the view count will increase.
Provide "Fit Journal", containing My Journey and My Draft.
My Journey: The record of the participant’s published activities. The system will save all their content from the first entry to the latest.
Requirements:Participants are able to filter their journey by published date, selecting a date range of up to 7 days.
Participants are able to delete content by clicking the 'Delete' button, which will trigger a pop-up confirmation.
Participants are able to share their content by clicking the share button. The link will be copied, allowing them to send it to their friends.
My Draft: The saved challenge content that participants have started but not yet completed uploading or publishing. The system will save a maximum of 3 challenges and will be automatically removed after 7 days.
Requirements:Participants are able to filter their drafts by the 'Latest' or 'Oldest'.
Participants are able to delete drafts by clicking the 'Delete' button, which will trigger a pop-up confirmation.
Participants are able to add content by clicking the 'Add' button or '+' icon, which directs them to the challenge page where they can publish the content. Once published, the draft will automatically move to My Journey.
In addition, also provide some other feature flows such as providing flows to Publish Content for Daily Challenge, Viewing Content in Feeds and Visitor Interface (content shared by participants).
Testing
Test these potential feature solutions with stakeholders to gather feedback and iterate based on test results. Focus on the user experience when publishing content and using the journal tracking feature.
04
Deliver
Development: Collaborate with the UI/UX and engineering team to build the features with clear workflows, such as a user-friendly design for content uploading and tracking participant activity and prepare the storage for saving the participant content.
Launch: Roll out the feature in stages to ensure optimal performance and gather early feedback from users.
Feedback Loop: Post-launch, monitor user behavior and feedback. Collect insights for future improvements, such as adding challenge reminders, reward system for completing challenges, and enhance entry point for new participants who join by 3rd party channel.
Results or Lesson Learned
Successfully transitioned Emma AXA Mandiri from a member-only platform to one accessible by guest users.
User engagement improved with a participation rate of over 30%, driven by the content based challenge feature.
Maximize other features on Emma AXA Mandiri platform to support overall experience, especially core function features and gimmick features for the AXA Mandiri customer.
Optimize the campaign features to customize the next campaign on Emma AXA Mandiri platform for the various objectives.