Product Research

In today's market conditions, the key factors for success are flexibility and adaptation to new audience demands. Today, the economically active generations Y and Z are emerging, making their engagement a crucial task for businesses. Gamification has been chosen as the tool for communicating with these audiences, which is a trend of the current year. This thesis project explores and develops game mechanics to attract and increase the activity of Generation Y and Z users in a bank application. The main goal of the work is to develop a game mechanics system aimed at encouraging clients to perform various financial actions and increase their activity within the application. The project includes an analysis of current game mechanics in domestic and international banks, qualitative and quantitative research on the preferences of Generations Y and Z, and the development of specific mechanics that can be adapted to any bank application. During the project, the rules, participation conditions, and user interaction scenarios with the loyalty program were outlined, and prototypes of gamification screens were created. Special attention was given to the cashback and bonus accrual system, which motivates users to complete tasks and participate in the game. To evaluate the effectiveness of the proposed mechanics and their user algorithmization, an analysis was conducted using the Octalysis methodology, which assesses game incentives and their impact on user behavior. The developed mechanics were analyzed for compliance with the main principles of this methodology. Recommendations were also provided for tracking metrics to determine effectiveness at each stage, and a project profitability calculation was performed. It is expected that the implementation of the mechanics will enable the bank to expand its client base, increase average transaction amounts, boost revenues from commissions on financial products, create a competitive advantage, attract new clients, retain existing ones, and increase the frequency of banking service usage. Overall, this thesis project presents a comprehensive study and development of game mechanics designed to engage and attract new generations to the bank's application, providing specific solutions and practical recommendations for implementation.