PROJECT BRIEF/OVERVIEW
What is Tanbii?
Tanbii is an eco-friendly mobile app and gamified platform developed by a startup based in Nashville, Tennessee, founded in 2022. The app uses blockchain and artificial intelligence to promote sustainability by encouraging users to reduce their carbon footprint through interactive gameplay. Players complete challenges like walking instead of biking and earn in-game currency, which can be used to plant virtual trees that correspond to real-life tree planting initiatives. Users can track their carbon emissions, earn Tanbii tokens for sustainable actions, and redeem rewards such as discounts, free products, or support for reforestation projects.
Tanbii’s mission is to bridge the real and virtual worlds by combining gaming with environmental activism. Through engaging gameplay, the app aims to make sustainability accessible and enjoyable while empowering individuals to contribute positively to the environment.
How Might We integrate ads into Tanbii’s gameplay that enhances monetization without disrupting the user experience?
I was tasked with improving the in-game ad system for Tanbii, aiming to integrate various types of ads (rewarded videos, banners, interstitials) while enhancing monetization and maintaining a positive user experience. The goal was to ensure ads were non-intrusive, engaging, and incentivized players without disrupting gameplay.
Process: Research, Design Proposal, Prototyping, Reflection
Role: UX/UI Researcher, Project Lead, UX/UI Design Intern
Time Frame: 2 Months (July 2024 - September 2024)
SOLUTION
Key Features Overview:
• Free Daily Gifts
• Enhanced Mailbox Functionality
• Story Mode Resource
• Ad Transparency
• Non-Intrusive Placement
• Ad Frequency Control
OVERVIEW / PROJECT CHALLENGE
Challenge
My team aimed to enhance ad integration within Tanbii's gameplay to support monetization goals while preserving a smooth user experience.
We researched different ad formats and divided the work into specific categories, such as rewarded video ads, banner ads, and interstitials.
Through thorough research on successful mobile games, we analyzed user flow and key metrics like eCPM (effective cost per mille) to determine the most effective ad placements. I focused on integrating non-intrusive ad mechanics, such as intergrating rewarded video ads to the mailbox for daily rewards, to ensure ads felt natural while boosting user engagement and retention.
Weekly Team & Stakeholder Meeting Check-Ins
Key Stakeholders:
• CEO, Robert Luo
• COO, Robert Grajewski
• Tech Lead, Kent Chen
• Team Manager, Sky Xiang
RESEARCH & COMPETITIVE ANALYSIS
Research Phase 1 | Overview
I started this project by researching the various types of in-game ads used in mobile games. This exploration led to the discovery of several ad formats:
• Rewarded Video Ads • Banner Ads
• Interstitial Ads
• Interactive Ads
• Native Ads
• Text ads
My goal was to integrate these ads into the Tanbii game in a way that would improve monetization without negatively impacting the user experience.
Table of different types of mobile ads
eCPM Research Summary
Analyzed eCPM (effective cost per mille) rates for various ad formats to optimize Tanbii’s monetization strategy:
• Playable ads: Highest eCPM ($15 - $70+), offering strong user engagement.
• Rewarded video ads: eCPM ($10 - $50), highly engaging and aligned with user preferences for rewards.
• Interstitial ads: eCPM ($4 - $20), offering good visibility and effectiveness.
• Native ads: eCPM ($3 - $10), integrated smoothly into the game environment.
• Banner ads: eCPM ($0.50 - $2), cost-effective but less intrusive.
• Text ads: eCPM ($0.10 - $1), very cost-effective but less engaging.
Analyzed eCPM (effective cost per mille) rates for various ad formats to optimize Tanbii’s monetization strategy:
• Playable ads: Highest eCPM ($15 - $70+), offering strong user engagement.
• Rewarded video ads: eCPM ($10 - $50), highly engaging and aligned with user preferences for rewards.
• Interstitial ads: eCPM ($4 - $20), offering good visibility and effectiveness.
• Native ads: eCPM ($3 - $10), integrated smoothly into the game environment.
• Banner ads: eCPM ($0.50 - $2), cost-effective but less intrusive.
• Text ads: eCPM ($0.10 - $1), very cost-effective but less engaging.
Key Takeaways
Based on the eCPM analysis, we held a team meeting to create an Ad Tier List to determine the most effective ad formats for Tanbii, considering both monetization potential and user experience.
• S Tier: Rewarded video ads – Highest engagement and user satisfaction.
• A Tier: Interstitial ads – Good visibility and effectiveness.
• B Tier: Interactive ads, Banner ads, Native ads – Solid results, less intrusive.
• C Tier: Text ads – Lower engagement and impact, less desirable for in-game placements.
The tier list guided the decision-making process in selecting ad formats that best align with Tanbii’s goals for monetization and user experience.
Next Steps
Based on our research and discussions, we identified rewarded video ads as the best ad format for Tanbii due to their high engagement and alignment with user preferences for rewards.
RESEARCH PHASE 2
Identify User Needs
My team conducted a brainstorming session to better understand how users interact with in-game ads and their preferences for ad engagement.
Initially, we focused on integrating ads for monetization without disturbing the user experience. However, through our research and discussions, we realized that players wanted rewards in exchange for watching ads, without feeling that the ads were intrusive.
We needed to create an ad system that balanced monetization with user enjoyment, and from this session, we developed the following goals:
• Integrate rewarded video ads in a way that feels natural to the gameplay.
• Ensure ads are optional and not forced, giving players full control over their ad experience.
• Align the ad system with Tanbii's goals of increasing user engagement and retention.
Rewarded Video Ads
What is it?
Rewards users in-game rewards (e.g., coins, gems, extra lives) for watching ads, making them less obtrusive and even desirable.
Key Objective
Integrate rewarded video ads into Tanbii in a way that enhances monetization without disrupting the user experience.
Key Benefits
• High user engagement
• Less disruptive
• Monetization boost
• Lifetime value & user retention
• Boosts ad revenue by 20-40% (according to IronSource)
Competitive Analysis
Rewarded Video Ads from CookieRun: Kingdom
Rewarded Video Ads from CookieRun: Kingdom
Rewarded Video Ads from Hayday
Ads are unobtrusive and can be accessed via a cinema ticket in the menu. Ads are not shown automatically, ensuring they don’t interrupt gameplay.
User Looks for Ad to Watch
Ad Rewards Description
Ads Playing
User gets rewards
Mailbox Functionality
After conducting thorough research, I identified the potential benefits of implementing a Free Daily Gifts system in Tanbii, which could significantly enhance user engagement and retention.
To achieve this, I suggested leveraging the existing mailbox feature, which was previously only used for sending announcements and updating its functionality to serve a multipurpose role.
What is it?
Central Hub: A feature where players receive messages, announcements, and special offers.
Daily Rewards: Players can check and claim their daily gifts, enhancing engagement and retention.
Central Hub: A feature where players receive messages, announcements, and special offers.
Daily Rewards: Players can check and claim their daily gifts, enhancing engagement and retention.
Key Benefits:
Strategic Ad Placement: Players can watch a rewarded video ad in the mailbox to claim additional rewards.
Boosts Engagement: Encourages daily logins and interactions, increasing the chances of ad views.
Mailbox in CookirRun: Kingdom
Story-Mode Resource/Energy System
What is it?
An energy system is a game mechanic where players have a limited amount of "energy" that is consumed when performing actions such as playing levels or battling. This system encourages breaks between gameplay to manage pacing.
An energy system is a game mechanic where players have a limited amount of "energy" that is consumed when performing actions such as playing levels or battling. This system encourages breaks between gameplay to manage pacing.
Why Games Do This?
• Monetization: Offers a method for generating additional revenue through ads.
• Player Retention: Keeps players engaged without forcing long waits.
• Gameplay Pacing: Prevents players from continuously playing, promoting balanced and strategic playtime.
• Player Retention: Keeps players engaged without forcing long waits.
• Gameplay Pacing: Prevents players from continuously playing, promoting balanced and strategic playtime.
Energy systems can control the pace of gameplay, preventing players from continuously battling for extended periods.
Introduction to Energy System
How Energy Systems Work & Ad Integration
How it Works:
• Energy Replenishment: Energy refills over time or through purchases.
• Energy Consumption: Energy is used for actions, limiting the amount of continuous play.
• Incentives: Players can manage their energy usage to optimize their playtime.
Ad Clarity & UX Flow Improvements
Previously, Tanbii's ad flow was based on a proximity-based trigger, where users were immediately thrown into an ad without any understanding of what they were looking at or why it was appearing. This approach left users unaware of the ad's purpose and rewards, leading to potential frustration.
DESIGN PROPOSAL + PROTOTYPE
The proposed design focuses on enhancing Tanbii's monetization strategy while improving the user experience through rewarded video ads and other key gameplay improvements.
• Rewarded Video Ad Placement
• Ad Frequency & Transparency
• Updated Mailbox Functionality
• Story-Mode Resource/Energy System
•Ad Clarity & UX Flow Improvements
Rewarded Video Ad Placement Suggestions
• Speeding Up Resource Timers: Players could watch rewarded video ads to reduce wait times on upgrades, crafting, or other activities that normally require time to complete.
• Speeding up building time: Watch rewarded video ads to reduce building upgrade times and speed up progress.
• In-Game Store: Integrate rewarded video ads within the store as a way to earn discounts or special items.
Frequency & Transparency Recommendations
• Limit Views: Rewarded video ads should be available on demand but limited to 3-5 views per Day to avoid overwhelming users.
• Balance with Monetization: Ensure that rewards from ads do not devalue in-app purchases. Ex: too many diamonds as rewards
• Reward Transparency: Clearly state the rewards before users watch an ad.
• Non-Intrusive Approach: Ensure users understand that these ads are optional and not forced upon them.
Ad Placement Suggestion in Tanbii App
Updated Mailbox Functionality
By incorporating a rewarded video ad option, players would be able to claim their daily gifts and watch ads to receive bonus rewards, all from within the same mailbox. This approach ensures that the new feature feels natural within the existing gameplay experience while maximizing its potential to boost engagement and encourage daily logins.
Updated UI + Functionality of Mailbox in Tanbii App
Energy System in Tanbii
• Instant Energy Refills: Rewarded video ads provide an immediate energy boost, allowing players to continue playing without delay.
• Motivation: Players are incentivized to watch ads for continued play, creating a win-win situation.
• Increased Revenue: Encourages ad views, enhancing monetization opportunities.
Demo of how Energy System would work in Tanbii
Ad Clarity & UX Flow Improvements
To improve this experience, I updated the UX flow and designed a new UI to give users more control and transparency over ads. The new flow allows users to click and interact with the ad, giving them the option to choose whether or not to engage with it, instead of being abruptly interrupted.
Current (old) Ad UX Flow
New Ad UX Flow
Comparison of Before vs After changes in Ad Clarity in Tanbii App.
Key Improvements:
Clear Ad Communication: The updated UI now explicitly informs users that they are viewing an ad and outlines the rewards they will receive for watching it, eliminating any ambiguity.
Timer for Duration: A timer has been added to show users how long the ad will last, providing transparency and reducing frustration.
Exit Option: The inclusion of an "X" button allows users to exit the ad after a certain amount of time, giving them control over the experience.
Supportive Message: A message saying, "Thanks for supporting us" was added to acknowledge the player’s choice to watch the ad, making the experience feel more positive and engaging.
REFLECTION
Working on the Tanbii Ads Event Trigger project provided valuable insights into how ads can be integrated into mobile games without disrupting the user experience. Initially, I observed the challenges of unclear ad communication and the abruptness of proximity-based triggers, which led to user frustration. By updating the UX flow and designing a more transparent ad system, I was able to make ads feel like a natural part of the gameplay while increasing user engagement.
One key takeaway from this project was the importance of user control. Allowing users to click and interact with ads rather than being forced into them not only improved the ad experience but also gave players a sense of autonomy and trust in the system. Additionally, ensuring that players clearly understood the ad’s rewards and duration helped reduce confusion and fostered a more positive experience.
Moving forward, I’ll continue to focus on designing systems that offer both clarity and control to the user, ensuring that monetization strategies align with enhancing, rather than interrupting, the overall gameplay experience.
