Analysis and Optimization of the User Interface for an Effective Altruism Charity Application : Implementing gamification with the purpose to enhance user engagement and increase user retention

Sammanfattning: Gamification has previously demonstrated successful results when it comes to increasing the user retention rate in many different sectors. Non-profit charity organisations have for the last 10 years had a retention rate that is below 50%. This thesis investigates the possibility of increasing the user retention rate in the non-profit charity application The Life You Can Save(TLYCS) by implementing gamification. The gamification mechanic that was chosen for implementation was achievements. To measure understandability the Post-Study System Usability Questionnaire was used, the four satisfaction scores of the questionnaire were measured with a number between one and seven. Sven represented the highest number and one represented the lowest number. All four satisfaction scores had an average number that was higher than 6. Because of the previously proved successful results of gamification and a usable implementation of achievements in the mobile application TLYCS the possibility of an increased user retention rate is assessed to be high.