Background
During my internship at Amdocs, I worked with a team to help Cellcom address declining app engagement by dormant users. We identified key issues through research and designed a reward-based UX solution to re-engage them.
What I did?
Research
Conceptualization
Design
Timeline
4.5 weeks
Chellenge
Cellcom, one of Israel’s leading telecom companies, was facing a growing number of dormant clients — customers who were technically active but rarely interacted with the app or explored new offerings.
Research
We started by building a deep understanding of the problem :
- Stakeholder interviews with Cellcom product and marketing teams
- User interviews with existing and dormant Cellcom clients
- Competitive analysis of major telecom providers in Israel
- Behavioral research on app engagement drivers
Key Insight:
Dormant users don’t explore the app because they feel there’s no real value in doing so — leading to a cycle of disengagement and missed opportunities.
How might we
How might we encourage dormant Cellcom clients to re-engage with the app and develop a habit of exploration and interaction
The Solution
Our team brainstormed multiple ideas.
Among the top contenders were:
- Push notifications with personalized offers
- Monthly interactive surveys
- A loyalty-based reward system
- Gamification elements
Selected Concept:
A rewards-based points system integrated directly into the app to provide tangible incentives for user activity, grounded in principles of behavioral psychology and habit-forming design.
Points and rewards stimulate participation, creating a sense of achievement and satisfaction
(Deterding et al., 2011)
Gamification for Engagement
Positive reinforcement through discounts and upgrades strengthens behavior and app usage
(Skinner, 1938)
Reinforcement Theory
Initial engagement builds long-term participation through the desire to stay consistent
(Cialdini, 1984)
Loss Aversion