- \n
- 1 UI designer for visuals<\/li>\n
- 1 motion designer for animations<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n
Problem<\/strong><\/p>\n
Newly onboarded users often do not try any product after account opening, resulting in low engagement and retention.<\/p>\n
\u2192 DNSE needed a new onboarding plan to increase product exploration, boost transactions, and improve user retention<\/p>\n
Goal<\/strong><\/p>\n
- \n
- Increase active users in 2025 (Go live planned for July\/2025)<\/li>\n
- Share of new users using at least 02 DNSE\u2019s product<\/li>\n
- Grow first-time deposit, trading, margin\/derivative\/bond usage in every month<\/li>\n<\/ul>\n
Research Insight<\/strong><\/p>\n
- \n
- 62% of new users don\u2019t do any actions within 14 days after account creation<\/li>\n
- Users prefer “step-by-step guidance” and a “sense of achievement”<\/li>\n
- Need a model compatible with various account states (just opened, deposited, traded, etc.)<\/li>\n<\/ul>\n
Data from Customer Love team<\/strong><\/p>\n
![\"\"](\"https:\/\/meta.ngochn.com\/wp-content\/uploads\/2025\/09\/image-1.png\")
Chart 1: 100 opened accounts \u2192 38 deposited<\/p>\nChart 2: 38 deposited \u2192 24 made a transaction<\/p>\n
Chart 3: 24 transacted \u2192 6 used 2+ products<\/p>\n
Solution<\/strong><\/p>\n
\ud83d\udca1Apply gamification model to encourage product discovery<\/p><\/blockquote>\n
Onboarding Quest \u2013 8 missions<\/p>\n
- \n
- Users complete step-by-step missions and get rewards (Stars + stock gift)<\/li>\n
- Real-time check: Tasks auto-complete and notify when conditions are met<\/li>\n
- Bonus logic: Extra reward for completing 4\/6 core missions<\/li>\n<\/ul>\n
Optimize UI\/UX<\/p>\n
- \n
- Task status clearly shown: Not started \/ Pending verification \/ Completed<\/li>\n
- Designed with mobile-first mindset, for both app and web<\/li>\n
- Clear, minimal onboarding pages to explain the rules from the start<\/li>\n<\/ul>\n
Key Metrics<\/strong><\/p>\n
\n\n
\n \nMetric<\/th>\n Before<\/th>\n Target after Game golive<\/th>\n<\/tr>\n<\/thead>\n \n Deposit success rate<\/td>\n 38.1%<\/td>\n 45.8%<\/td>\n<\/tr>\n \n Transaction success rate<\/td>\n 24%<\/td>\n 26.4%<\/td>\n<\/tr>\n \n 1st deposit\/ month<\/td>\n ~1.200<\/td>\n 1.574<\/td>\n<\/tr>\n \n 1st transaction\/ month (>1M VND)<\/td>\n ~600<\/td>\n 757<\/td>\n<\/tr>\n \n Number of users using Margin\/Derivatives<\/td>\n 20-30%<\/td>\n increase 30-40%<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n Deliverables<\/strong><\/p>\n
- \n
- UX flow for quests and logic displays based on user\u2019s onboarding steps<\/li>\n
- Hi-fi flow for desktop & mobile<\/li>\n
- Animation notes<\/li>\n
- Documentations for Products and Customer Love team<\/li>\n<\/ul>\n
<\/p>\n
![\"\"](\"https:\/\/meta.ngochn.com\/wp-content\/uploads\/2025\/09\/Shot-1-3-scaled.jpg\")
![\"\"](\"https:\/\/meta.ngochn.com\/wp-content\/uploads\/2025\/09\/Shot-9-2-scaled.jpg\")
![\"\"](\"https:\/\/meta.ngochn.com\/wp-content\/uploads\/2025\/09\/Shot-13-scaled.jpg\")
![\"\"](\"https:\/\/meta.ngochn.com\/wp-content\/uploads\/2025\/09\/Shot-2-2-scaled.jpg\")
![\"\"](\"https:\/\/meta.ngochn.com\/wp-content\/uploads\/2025\/09\/Image-Replace-Services-8-scaled.jpg\")
![\"\"](\"https:\/\/meta.ngochn.com\/wp-content\/uploads\/2025\/09\/Shot-5-2-scaled.jpg\")
![\"\"](\"https:\/\/meta.ngochn.com\/wp-content\/uploads\/2025\/09\/Shot-4-2-scaled.jpg\")
![\"\"](\"https:\/\/meta.ngochn.com\/wp-content\/uploads\/2025\/09\/Shot-8-2-scaled.jpg\")
![\"\"](\"https:\/\/meta.ngochn.com\/wp-content\/uploads\/2025\/09\/Shot-6-2-scaled.jpg\")
![\"\"](\"https:\/\/meta.ngochn.com\/wp-content\/uploads\/2025\/09\/Shot-7-2-scaled.jpg\")
![\"\"](\"https:\/\/meta.ngochn.com\/wp-content\/uploads\/2025\/09\/Shot-3-3-scaled.jpg\")
<\/p>\n<\/p>\n","protected":false},"excerpt":{"rendered":"
Onboarding turned into a game \u2014 making the first steps simple and enjoyable<\/p>\n","protected":false},"author":1,"featured_media":710,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4],"tags":[],"_links":{"self":[{"href":"https:\/\/meta.ngochn.com\/index.php\/wp-json\/wp\/v2\/posts\/708"}],"collection":[{"href":"https:\/\/meta.ngochn.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/meta.ngochn.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/meta.ngochn.com\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/meta.ngochn.com\/index.php\/wp-json\/wp\/v2\/comments?post=708"}],"version-history":[{"count":5,"href":"https:\/\/meta.ngochn.com\/index.php\/wp-json\/wp\/v2\/posts\/708\/revisions"}],"predecessor-version":[{"id":785,"href":"https:\/\/meta.ngochn.com\/index.php\/wp-json\/wp\/v2\/posts\/708\/revisions\/785"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/meta.ngochn.com\/index.php\/wp-json\/wp\/v2\/media\/710"}],"wp:attachment":[{"href":"https:\/\/meta.ngochn.com\/index.php\/wp-json\/wp\/v2\/media?parent=708"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/meta.ngochn.com\/index.php\/wp-json\/wp\/v2\/categories?post=708"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/meta.ngochn.com\/index.php\/wp-json\/wp\/v2\/tags?post=708"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}