UCHi.RU

How we turned a task marathon into an engagement and revenue growth engine

Role: Product Designer
Scope: Product Design UX/UI Gamification Art Direction Key Visual
Users: 5–11 Grades Students
Platform: Web Mobile
Years: 2024

Problem

The marathon stopped engaging students

Classic marathons worked worse for grades 5–11.

Research

What pulled motivation down

The marathon should support learning, not compete with it.

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Hypothesis and MVP

Fast launch on the existing stack

The hypothesis was that real prizes would give the currency meaning.

Update

Improving on the go

We saw that the first marathon version sparked interest.

Results

Finish line and a new start

The MLP showed +30% ARPPU.

Insight

A clear goal motivates more than a place on the leaderboard