UX CASE

Level was originally built around retail gamification. In late 2021, we identified an expansion opportunity: developing an MVP by adapting the app for corporate events.

The goal was to transform event dynamics through interactive experiences such as attendee networking, booth visitation, sponsor interaction, missions, and quizzes. Every interaction earned points toward a global ranking, where the most engaged participants received awards at the end of the event.

High level goals

• Transform the event from a passive experience into an interactive, gamified journey;
• Stimulate networking among attendees during the event itself;
• Maintain active engagement throughout the event via missions and quizzes;
• Design a scoring and ranking system to sustain motivation during the entire event;
• Deliver behavioral reports and insights to help organizers make data-informed decisions.

In-person events rarely generate data on what happens off-stage. Organizers know how many tickets were sold, but don’t know how many people visited each booth, who they networked with, or if activation content was actually absorbed. For sponsors, justifying their presence is difficult when based only on perception and a lack of concrete evidence regarding their activations.

Operational context

• Low incentive for attendees to actively explore the event;
• Informal and untracked networking, dependent on business card exchanges or personal contact;
• Lack of visibility for sponsors regarding the volume of interactions at their booths;
• Organizers lacked concrete data to inform decisions for future editions.

To transform corporate events into gamified journeys, connecting the physical and digital environments to drive active attendee engagement and generate concrete data for both organizers and sponsors.

Development of a platform that converts physical interactions into gamified progress, allowing for real-time tracking of attendee engagement.

• Interactive missions and quizzes to validate content retention from lectures and incentivize strategic visitation;
• Real-time dynamic ranking to stimulate healthy competition and sustain engagement throughout the event;
• QR Code mechanics as the foundation for attendance validation, booth activations, and reward distribution;
• Gamified networking to encourage connections between attendees, making networking an intentional and rewarded experience;
• Administrative dashboard with real-time KPIs and behavioral reports to support organizer decision-making and prove ROI for sponsors.

Adapting a recurring-use app for short-term periods was a significant challenge. At the event, every hour mattered, and the mechanics had to be intuitive enough to avoid creating barriers between the attendee and the experience.

The technological friction, which was an initial concern, never came. Attendees quickly engaged with the leveling system and actively sought out the next code to scan, validating that the game mechanics effectively drove circulation throughout the event.

Providing real-time data to organizers shifted the level of the conversation. The project demonstrated that interface design can act directly as a business intelligence tool, delivering metrics that were previously impossible to collect.