Crew App: Employee Recognition
DESIGNING A GOLD STAR leaderboard
Lead Product Designer
Revenue team; myself, 1 backend, 2 frontend, 1 web, 1 sales rep
Gold Star Leaderboard
WHAT IS CREW? Crew is a new work app for teams that includes messaging, scheduling, tasks and recognition; making schedules, shifts and announcements available on everyone's phones at all times. Crew is for hard-working, organized leaders who want to ensure that everyone on their team has a successful day at work.
OVERVIEW Gold stars improve employee engagement at work by increasing employee recognition. The gold star leaderboard creates a way for organizations to track and rank their awarded gold stars.
Our team had three weeks to gather data, brainstorm, design, build and ship this feature.
REVENUE IMPACT Increased in-app purchases of gold stars & Crew Pro
This is what the UX looked like before (shown right). You could award a gold star two ways:
- by thanking the person and then awarding the star (shown left, web)
- by tapping on the user’s profile and awarding the star (shown right, mobile)
Gold stars exist in Crew as a virtual award. Managers and coworkers can award gold stars to each other and the stars are collected on the users profile. The price is $1.00 for 10 gold stars OR $10/mo for Crew Pro (which includes 25 gold stars).
Workplaces such as quick-serve restaurants, construction, and retail often do not have formal processes in place to reward and recognize outstanding employees.
As a revenue team, we saw as an opportunity to utilize gold stars to increase employee engagement. Prior to this project, as a company we hadn’t invested in gold stars much at all.
We started by digging into the data to learn more about how gold stars were being used. We learned that over a quarter of Crew Pro organizations were sending gold stars on a weekly basis. Some Crew (non-pro) organizations were purchasing up to 7 gold stars per day. 2/3 of those organizations were restaurants. Managers were downloading Crew in an effort to increase employee engagement at work and make their teams generally more productive.
Overall, the data told us that gold stars have a lot of value on their own and that they especially create a lot of value in a fast paced team environment (such as a quick-serve restaurant). High stress environment, high turnover jobs.
I brainstormed various ways to design the gold star leaderboard based on the assumptions that:
- The tracking system needed to be visible to entire team to increase incentive to do a good job at work
- It needed to be positive and encourage participation
- Could it be “gamified” to increase usage?
- Based off of the idea of “employee of the month"
Based on the combination of direct customer feedback and the data, we saw two areas for improvement:
1. To create a way for organizations to track and rank their awarded gold stars and 2. To improve the visibility of gold stars within the app. The added bonus was to increase Crew Pro upgrades.
V0 as experiment: Our team decided that the best way to access the leaderboard would be from the coworkers tab. The new "View your rank" banner would persist on this tab and provide a quick entry point into the leaderboard. Test it as a small experiment first. 10% of orgs. Buried a bit.
We tested this gold star leaderboard on both iOS and Android across 50% of Crew basic organizations. Since this was an entirely new feature, we wanted to first see how it performed and how our users would react before we continued to invest more time or increase the visibility of the feature.
HOW IT WORKS:
- Ability to view last month, current month, and all time rankings
- Winner of the month receives a trophy badge which sticks to their avatar for the entire month after their win.
- Earned trophy badges are collected and viewable on the profile/'Me' tabs
- Clicking on a coworkers' avatar would take you directly to their profile page where you could award or purchase more gold stars.
A team win! Within just two weeks of running the leaderboard experiment across 50% of organizations, we saw a 52% increase in the purchases of gold stars (for orgs already using gold stars).
This was a win for gold star purchases but it was quite buried on the coworkers tab. How could we further increase the visibility of gold stars?
AWARDING A GOLD STAR
We saw an additional opportunity to improve the ability to award gold stars.
As shown above, in order to award someone with a gold star, you had to first visit their profile and tap on the award button. The action of awarding gold stars felt too buried. We saw an additional opportunity to improve the ability to award gold stars by moving it into the compose tray. The gold star icon was added directly to the tray. With this change, you can directly award a gold star to a person straight from the compose tray (right).
We tested this first and saw 13% additional increase in purchases of gold stars, (for orgs already using gold stars) bringing the total increase to 65%!
We ran some additional tests around the compose icon to see if adding a touch of yellow to the icon (left) or completely changing the color to yellow (right) would increase usage. The test came back as insignificant so we kept it as grey.
Overall the project was a win for the Revenue team. Our customers were happy with the leaderboard and some users even gave us ideas for future features!
“Love the star leaderboard! It would be nice if there was a this week tab… I give out gift cards to the employee with the most stars each Friday.” - iOS User
“YES. Thank you for the leaderboard.” - User
"Please let me customize gold stars.” - iOS User
"Didn’t mean to send can I get my gold star back?” - User
Our team brainstormed other ways through which we could promote the gold star leaderboard. In the future, we'd like to test out an inbox entry (shown left below) and/or a more prominent and dismissible, educational banner (shown right below).