Reducing Driver Attrition Through Gamified Engagement
Domain
Quick Commerce
Logistics
Logistics
Platform
Mobile Native
Services
User Research
Product Strategy
UX/UI Design
We partnered with a leading delivery platform to design a mobile-first ecosystem that reduces driver attrition and fosters long-term engagement. By combining behavioral insights, gamification, and intuitive UX, we transformed the delivery job into a journey of progress, recognition, and reward. The platform empowers partners to track earnings transparently, unlock incentives, and access skilling and insurance—making the experience more meaningful than ever. Rooted in research and built for loyalty, this is not just a driver app—it’s a growth engine.
The
Challenge
Like many gig economy platforms, our client faced a steep uphill battle with delivery partner retention. Despite growing demand for last-mile delivery, the drivers—the very backbone of the ecosystem—frequently quit within weeks or months.
Our challenge was to redefine the delivery partner experience from a purely transactional job into a gamified, empowering journey—where partners feel rewarded, valued, and seen.
Human-Centered Research
Our approach placed delivery partners at the heart of every design decision. By immersing ourselves in their world, we uncovered not just usability problems but deep emotional drivers—like the desire for recognition, progress, and financial clarity. This holistic understanding guided a solution that speaks to their everyday realities and future ambitions, transforming the platform from a utility into a trusted companion.
Immersive Fieldwork
Web, mobile, desktop, or AI-driven—built to perform and evolve. Subscription models, payment flows, integrations, and revamps included. Secure, compliant, and ready to scale across stacks and markets.
Behavioural Insights
Whether it’s SaaS, automation, or a consumer-facing AI app, we turn your vision into a working product with aligned design, engineering, and strategy. Perfect for founders, startups, and teams building with artificial intelligence at the core.
Ecosystem Mapping
Robust systems made lean—UX-first, data-ready, future-proof. We build dashboards, portals, admin tools that drive action. Ideal for internal ops, SaaS, and enterprise scale.
Strategy &
Design
Following our human-centered research, we transitioned into a structured design process that merged strategic clarity with creative exploration. Our goal was to craft not just a functional app, but a loyalty-driven ecosystem that delivery partners would want to return to daily. This phase was where insight met execution—where behavioral psychology, gamification theory, and UX design converged to shape a product that could truly shift the retention curve.
Design Thinking in Action
We followed a structured design thinking approach to move from insight to implementation. This helped us stay grounded in user needs while aligning with business objectives. Each phase was collaborative, iterative, and focused on delivering real value to delivery partners.
Discover
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Define
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Deliver
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UX & UI
Impact
2X
Faster navigation to key daily actions
100%
Adherence to scalable design system
35%
Drop in app-related support tickets
Iconography, illustrations and components
We restructured the app’s information architecture to reflect how delivery partners think and act in real-world scenarios.
Information Architecture & Navigation
We restructured the app’s information architecture to reflect how delivery partners think and act in real-world scenarios. The goal was to reduce friction, surface the most relevant actions, and create a sense of flow throughout the day. Every screen and section was designed to support clarity, speed, and future scalability.
- Task-first navigation prioritizing core actions like “Start Ride” and “Track Earnings”
- Progressive disclosure to avoid overwhelming users with too much information at once
- Clear separation between transactional tasks and long-term engagement features
- Modular structure allowing seamless integration of future features like skilling or insurance
- Context-aware entry points (e.g. post-ride prompts to view earnings or claim rewards)
UX Design
Gamification
The final experience was crafted to feel intuitive, rewarding, and aspirational—balancing utility with delight. Every interaction, from tracking earnings to unlocking rewards, was designed to reinforce progress and build trust. Gamification wasn’t layered on—it was embedded into the UX to drive meaningful behavior and long-term engagement. The result is a platform that doesn’t just support delivery partners—it empowers them to grow.
Final Outcome
& Impact
The redesigned platform redefined how delivery partners engage with their work—transforming a transactional job into a journey of progress, recognition, and reward. By embedding gamification into the core UX and addressing real-world pain points, we created a system that drivers not only use, but value.
47%
Reduction in early-stage churn
2.1×
increase in organic driver referrals
81%
Weekly active users, steep up from 53%
