Background
1.
Users want to receive more benefit for their desired boosts.
2.
CHAI must internally exhaust more bolts.
3.
We want to add a gamification component to satisfy both users who want to receive higher benefits and CHAI who wants to exhaust more bolts.
Goals
1.
Induce users to supersize.
2.
Increase the bolt-out ratio while keeping the CPB lower than the existing boost.
a.
7% of monthly bolt in (400k predicted for May 2022)
i.
Achieved 7-8% (350k) during a successful bolt draw month (March)
3.
not to do Users will supersize the brand that they want. Our goal is not to expand the number of brands that users supersize.
Success Metric
1.
Conversion rate of boost attempts compared to buy boost
2.
Bolt-out ratio before/after supersize
3.
Supersize conversion after user’s first supersize attempt
Hypothesis
1.
Bolt in&out ratio will improve when users supersize.
2.
Supersize retention will be higher for a scheme where you can clearly distinguish between fail and jackpot than for a constant scheme.
3.
Retention will be higher for users who receive a lump sum amount than users who receive the same amount divided into smaller amounts.
(Retention will be higher for users who supersize 6-7 times from 3 brands rather than 20 times from 10 brands when they supersize 20 times.)
•
Desired Supersize User Experience
1.
A scheme to induce users to supersize and throw bolts without too much thinking or hesitation.
2.
A scheme that allows users to receive lump sums and a user flow that allows users to supersize 6 or more times
Metrics
•
Average number of supersize attempts after starting supersize (Target: 6 times)
•
Average amount earned per boost (Target: KRW 1,000)
•
Average amount earned per person per week (Target: KRW 2,000~3,000)
Budget
Supersize attempts: 2.38 weekly, 7.07 monthly (per person)
buy boost event total 166,627 (Amplitude)
⇒ Budget: ~160 million won
Policy
Bolt-out
1 bolt per supersize.
Benefit
First) Increases cashback amount and discount rate.
Discount rate can go up to 100%.
Cap
There is no limit. This can be set in the Admin.
(Theoretically, one person can hit the jackpot multiple times in a campaign, and multiple people can hit the jackpot.)
Result
•
Every supersize attempt results in: 1) failure, 2) success, or 3) jackpot.
•
For all
◦
Cashback for a successful supersize is a random amount between a) min. cashback and b) max. cashback in c) min. units.
▪
Example: For min. cashback of 20 won, max. cashback of 200 won, and min. unit of 10 won,
•
A random amount is picked from 20, 30, 40...200 won.
•
Unit can be set in Admin.
•
When a campaign is supersized, both additional cashback and additional discount rate are applied for a fixed rate scheme, and only additional cashback for a flat-rate scheme.
◦
Flat rate discount
▪
Only additional discount rate is applied.
◦
Fixed rate discount
▪
Discount rate for all supersize jackpots must be set to 100%.
▪
Changed to additional discount rate + 100% discount.
Budget
•
Multiple supersized campaigns can share a single budget.
•
The budget for supersize can be increased/decreased at any time in the Admin.
•
The budget used is all the money spent on supersized campaigns, regardless of whether or not they were purchased.
◦
Are potential cashbacks for campaigns that have not been purchased after supersizing included in the budget? → YES
To avoid confusion, let's have only one budget in the system.
Screen-specific
Boost List
1.
You can only supersize general campaigns.
a.
You cannot supersize the following campaigns:
i.
First-come, first-served
ii.
Time attack
iii.
Welcome
iv.
Recurring payment
2.
You can supersize a campaign before purchase.
3.
You can supersize an already purchased campaign.
a.
You can supersize the purchased boost before making a payment with the boost.
4.
Supersize is not available when:
a.
budget has been exhausted
b.
there is not enough bolts
c.
supersize status is off
d.
current time is not supersize available time
e.
campaign is scheduled to open
5.
If the user supersized the campaign, the supersized version of the campaign should be shown in the list.
a.
When a supersized campaign is applied to payment and the payment is canceled, the supersized version of the campaign is restored to the list.
Supersize Detail
1.
If there is a supersize policy, you can view its details.
a.
not to do Supersize availability based on the number of bolts owned by the user does not affect user’s access to supersize.
b.
not to do Supersize availability based on the user's cashback limit does not affect user’s access to supersize.
2.
You can supersize a post-applied campaign before purchase. (Not applicable in 3.8 )
Activity
Supersize history should be shown in the activity.
Successive supersize activities are grouped together and viewed as a total.
not to do You cannot expand a grouped activity to show the details.
FAQ
1.
Successfully supersized campaign 1 twice.
2.
Didn't buy campaign 1.
3.
Supersized campaign is removed from list because campaign 1 expires.
4.
After 8 months, campaign 1 becomes available again.
5.
2 successful supersizings (1) from the previous listing of campaign 1 are shown in the current list.
Why would users supersize?
Supersize will cause burn to spike
When the odds change, will users be notified?
Why do you make users to supersize before purchase?
If I supersize before purchasing the campaign, will the campaign price change?
What happens if I don't purchase the campaign after supersizing?
What happens when the campaign is removed?
What happens when the budget is exhausted?
I made a payment with a supersized boost, but it was canceled due to some other reasons (system problem, merchant mistake, etc.). This will be a problem if I make a payment immediately after this as the applied supersize will also be lost in this case. I think you should refund the supersized boost as a supersized boost instead of as bolts upon payment cancellation.
If the bolts spent on supersize is not refunded when I cancel the boost...I think this information must be clearly presented to the user whenever the user cancels a supersized boost. For example, in a pop-up that requires user consensus by clicking OK.
The bolt value for a sales boost is generally set very high. If I supersize it, will the supersized boost reflect this value? If so, it seems that the budget set for the merchant may be spent mostly on a small number of people.
A customer close to the monthly limit supersized a boost. For example, what happens if a customer who has accrued monthly cashback of 98,000 won supersizes and gets 100% cashback for a 10,000 won payment? The limit is reached upon accruing 2,000 won cashback....in this case, are the bolts spent for supersize refunded to the customer? Or is it considered as a customer awareness problem?
What happens for a partial cancellation?
