Case study 05 · Campaign web app

Let's go for a walk!

Walk, and you might win something!

Client: VZP
Role: UX designer
Year: 2019
Team: Designed together with a colleague

What I did

Designed the campaign web app with a colleague: the landing page, GPS check-in, progress tracking and the map of every spot.

UX design
Location-based flows
Web app

Impact

people joined the competition within 60 days: 4,000+
places to visit to enter the prize draw: 8

Context and problem

A campaign to get people walking, for their health and to bring new customers to VZP. Users check in by GPS at tourist spots all around the Czech Republic, and visiting enough of them during the competition puts them in the prize draw.

The biggest challenge was handling all the real-world use cases. What should happen when someone is standing 100 metres away from a spot?

Key decisions

01
One check-in button
Problem
People arrive close to a spot, but not close enough to check in.
Decision
If you are not at a spot yet, the app finds the nearest ones and, when the criteria are met, lets you know a spot is only a short walk away.
Why
A near miss becomes a nudge to keep walking instead of an error message.
02
A map of every spot
Problem
The spots are spread all over the country, so people need to plan their trips.
Decision
A map shows all the spots and where you are in relation to your next target.
Why
The next goal is always in view.
03
Visible progress
Problem
The prize draw only opens after several visits during the competition.
Decision
A progress screen shows how many trips are left before you enter the draw.
Why
A clear finish line keeps people coming back.