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Gamified User Profile Completion

Company
Schneider Electric
Year
2017

The Challenge

The project was part of a B2B community platform used by over 7,000 users of a data center infrastructure management (DCIM) software. The platform allowed users to ask peers and experts for advice, share tips, and find solutions collaboratively.

The Customer Success team needed deeper insights into community members to offer more tailored support and improve engagement. At the time, the sign-up process only required basic info (name, email, password), which meant user profiles were largely incomplete. This limited the team’s ability to segment users, understand their context, and proactively support their needs.

The challenge was to encourage users to voluntarily complete their profiles – without adding friction or making the experience feel forced.

 

Problem Discovery

The project began with a deep dive into what kind of user information was most valuable. After collaborating with the Customer Success team, we identified four key data points missing from most profiles: location, company, role, and product used. Only 13% of over 4,000 users had this information completed, giving us a clear benchmark to improve.

 

Co-creation & Ideation

To explore potential solutions, I ran a collaborative ideation session with the Support team. We quickly aligned on the idea of using light gamification to motivate users to complete their profiles – taking inspiration from platforms like LinkedIn, which at the time used progress indicators and achievement cues to encourage profile completion.

Key elements included:

  • A progress bar to visualise how complete the profile was
  • A badge reward for reaching 100% completion
  • Contextual prompts and guidance to show the value of filling in each field

These ideas were quickly prototyped and iterated on before moving to testing.

 

Prototype testing

The prototype was tested remotely with 20 real users. Test participants were asked to create a profile to find an answer within the community. We observed that 87% of them chose to complete all the requested profile fields before continuing – validating the design’s effectiveness.

 

Implementation

Following testing, the final UI was implemented with insights from the user feedback. Small tweaks were made to the copy and interaction details to further smooth the experience. To support the new gamification flow, I also expanded the existing design system by introducing new components – such as progress indicators, contextual prompts, and badge visuals – to ensure consistency and reusability across the platform. The updated experience was then rolled out across the platform.

 

Key Outcomes

  • 87% of users in testing were more likely to complete their profile
  • Profile completion among active users rose from 13% to 48% within 2 months
  • The gamification approach created a lightweight, self-motivating flow without adding pressure
  • Internal teams gained better visibility and context around user needs