Black Dog Institute
Bite Back is a six-week program targeted at 13-16 year olds. It provides opportunities to learn life skills such as mindfulness and gratitude.
Designed by psychologists, the 6-week program itself was successful. Unfortunately, the product was not translating well with the audience.
Increase the number of signups to the programIncrease the program completion rate
It was one thing to get signups, but the real challenge was getting people to come back. The research showed users regularly played games on their phone. Those games generally followed the same pattern of unlocking levels to move through.
We decided to use this gamification strategy to Bite Back. Each week users scored a token. If at the end of the program they had 3 of the same token, they won a sweet voucher.
11,541 new students signed up for the program Returning visitors increased from 12% to 29% Users stayed on the website for an average of 6:12 minutes (up from 4:17 minutes) The average pages per session increased from 4.45 to 5.28 Bounce rate decreased from 37.5% to 30.6% The program was funded again and continues to run today.
Improving the court experience
Empowering female entrepreneurs