Case Study: In-App SDK for Personalized Ads & Tracking

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Project Overview:

‍This project was centered around designing an In-App SDK for a gaming company that aimed to integrate personalized ads and activity tracking seamlessly within its gaming apps. The SDK needed to be part of the onboarding process for first-time users, allowing them to opt into activity tracking without causing disruption or user churn.

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Problem Definition:

The primary challenge was to design an SDK that encouraged users to press "Allow" for activity tracking. However, this had to be achieved without negatively impacting the gaming sign-up or onboarding process. The SDK had to blend into the game experience, keeping it interactive and fun, ensuring users wouldn’t churn due to excessive friction at this stage.

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Objectives:

• Seamlessly integrate tracking consent into the gaming app's onboarding flow.
• Ensure that asking for tracking consent does not interrupt or frustrate users.
• Make the tracking permission request fun, engaging, and part of the gameplay.
• Maintain a high conversion rate of users consenting to tracking.

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Design Solutions: Three Approaches

We explored three different design options, each aiming to balance user experience with the business requirement of tracking consent.

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Option 1: Interactive Pop-Up Integrated in Onboarding

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The first option involved a pop-up integrated into the onboarding process. This option featured a visually appealing prompt that appeared as part of the tutorial, explaining the importance of tracking to improve user experience. The consent request was framed within the game's story, and users had to press "Allow" to proceed to the next level of the game, making it feel like part of their progress.

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This option was designed to be clear and direct, with a strong emphasis on gamifying the act of granting permission. Users felt like they were completing a necessary step to enhance their gaming experience.

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Option 2: Reward-Based Consent Mechanism

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The second option focused on incentivizing users to grant tracking permission by offering in-game rewards. When prompted, users would receive a special power-up or extra in-game currency for pressing "Allow." The design was subtle, making it feel like a bonus feature rather than a mandatory step, which improved user sentiment and reduced churn.

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This approach targeted users who valued in-game rewards and aimed to create a positive association between granting consent and receiving tangible benefits within the game.

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Option 3: Transparent Messaging with Gamified UI

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The third option revolved around transparent messaging paired with a gamified user interface. Users were presented with a clear explanation of why tracking was necessary, along with an animated, playful design that blended into the game. The design was minimalist but engaging, and users could toggle consent through interactive elements embedded in the game.

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This design provided transparency without sacrificing engagement. By keeping the consent process lighthearted and interactive, it encouraged opt-ins without making users feel pressured.

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Prototyping & Testing:

We tested all three designs with A/B tests to determine which would result in higher tracking consent rates without disrupting the user experience. Each design was evaluated based on metrics such as consent rate, user churn during onboarding, and overall user satisfaction.

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Visual Design:

All three designs followed the same aesthetic principles, incorporating vibrant colors and playful elements to ensure that the consent prompts felt like part of the game. Animation and interactive elements were used across all designs to keep the user engaged.

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Results:

• Option 1: Increased consent rate by 25% but slightly affected onboarding speed.
• Option 2: Achieved a 40% increase in consent rates, with the rewards feature being particularly well-received by users.
• Option 3: Produced the highest consent rate (45%) while maintaining smooth onboarding and transparency, resulting in the lowest churn rate.