Adventurefy
Transforming productivity into cooperative, reward-based gameplay.
Role
UI/UX Design Lead
UI/UX Design Lead
Timeline
Feb 2024 - Sept 2024
Feb 2024 - Sept 2024
Team
2 Project Managers
6 Engineers
2 Designers
2 Animators
2 Project Managers
6 Engineers
2 Designers
2 Animators
Tool Kit
Figma, UXR, Procreate, Waterfall
Figma, UXR, Procreate, Waterfall
Adventurefy is a Dallas-based startup dedicated to making productivity fun through gamification. Its mission is to help users avoid burnout, reduce self-comparison, and build healthier work habits by turning task completion into rewarding role-playing experiences. As UI/UX Design Lead, I designed a gamified RPG app by researching why users struggle with productivity and translating those insights into an engaging product. My role focused on creating a UI that felt familiar yet entertaining, with productive twists that encouraged sustainable routines. This challenge naturally led to a deeper question: why do so many people fail to reach their goals?
Adventurefy is a Dallas-based startup dedicated to making productivity fun through gamification. Its mission is to help users avoid burnout, reduce self-comparison, and build healthier work habits by turning task completion into rewarding role-playing experiences. As UI/UX Design Lead, I designed a gamified RPG app by researching why users struggle with productivity and translating those insights into an engaging product. My role focused on creating a UI that felt familiar yet entertaining, with productive twists that encouraged sustainable routines. This challenge naturally led to a deeper question: why do so many people fail to reach their goals?
00 EMPATHIZE
Did you know only 8% of people reach their goals?
Only 8% of people actually achieve their goals (Forbes). The other 92% often struggle with discouragement, burnout, and mental health challenges such as anxiety and hopelessness. These struggles don’t just hurt productivity— they can have serious long-term effects on wellbeing.
Only 8% of people actually achieve their goals (Forbes). The other 92% often struggle with discouragement, burnout, and mental health challenges such as anxiety and hopelessness. These struggles don’t just hurt productivity — they can have serious long-term effects on wellbeing.
As college students, we saw this problem firsthand. Between academics, jobs, and personal lives, we often found ourselves burned out and unmotivated. That shared experience became the foundation for Adventurefy: a gamified tool designed to help people stay consistent, motivated, and positive while working toward their goals.
In every 10 people, less than 1 achieves their goals.
In every 10 people, less than 1 achieves their goals.
As college students, we saw this problem firsthand. Between academics, jobs, and personal lives, we often found ourselves burned out and unmotivated. That shared experience became the foundation for Adventurefy: a gamified tool designed to help people stay consistent, motivated, and positive while working toward their goals.
Only 8% of people actually achieve their goals (Forbes). The other 92% often struggle with discouragement, burnout, and mental health challenges such as anxiety and hopelessness. These struggles don’t just hurt productivity — they can have serious long-term effects on wellbeing.
As college students, we saw this problem firsthand. Between academics, jobs, and personal lives, we often found ourselves burned out and unmotivated. That shared experience became the foundation for Adventurefy: a gamified tool designed to help people stay consistent, motivated, and positive while working toward their goals.
HOW MIGHT WE
HOW MIGHT WE
Enhance productivity and build consistent habits for achieving goals?
00 WHY GAMIFICATION?
We were committed to the concept of gamification from the start. Here's why…
It's a growing trend
It's a growing trend
Over 70% of top 2000 global companies use gamification strategies. The market is projected to grow from $9B in 2020 to $30B by 2025, showing wide adoption across industries.
Over 70% of top 2000 global companies use gamification strategies. The market is projected to grow from $9B in 2020 to $30B by 2025, showing wide adoption across industries.
It drives skill-building
It drives skill-building
Popular habit-tracking and self-growth apps often use gamification to engage users and help them build habits more effectively.
Popular habit-tracking and self-growth apps often use gamification to engage users and help them build habits more effectively.
It enables features other apps lack
It enables features other apps lack
Most productivity apps rely on to-do lists, calendars, and notes. Gamification allowed our team to experiment with more interactive, skill-building solutions over the past 8 months.
Most productivity apps rely on to-do lists, calendars, and notes. Gamification allowed our team to experiment with more interactive, skill-building solutions over the past 8 months.
OUR CHALLENGE
OUR CHALLENGE
Make staying on track with goals fun and easy through engaging, gamified role-playing adventures.
01 USER RESEARCH
Our Research Pipeline
Competitive Analysis
Competitive Analysis
Audited top-grossing productivity apps
Audited top-grossing productivity apps
Online Survey
Online Survey
Gathered 80+ insights from ages 10-65
Gathered 80+ insights from ages 10-65
Usability Test
Usability Test
Observed 3 individuals using our top competitor, Habitica
Observed 3 individuals using our top competitor, Habitica
01 COMPETITIVE ANALYSIS
What is wrong with current productivity apps?
Before surveying users, I wanted to see what is currently on the productivity app market. What’s working? What is not? Streaming through Reddit threads, Apple Store reviews, and overall social media, I looked for reviews on top-grossing apps in this sector. Our team conducted a brief competition analysis to see what demands each app meets.
Before surveying users, I wanted to see what is currently on the productivity app market. What’s working? What is not? Streaming through Reddit threads, Apple Store reviews, and overall social media, I looked for reviews on top-grossing apps in this sector. Our team conducted a brief competition analysis to see what demands each app meets.
01 OBSERVATIONAL USABILITY TESTING
We identified gaps in our biggest competitor, Habitica, through week-long usability tests
Habitica (2013) has 4M+ users, but still lags behind leading productivity apps like Notion (35M+), Todoist (30M+), and TickTick (20M+). To understand why, we ran usability tests with 3 users who used Habitica for one week. This revealed specific friction points in the user journey that weren’t visible in secondary research. We consolidated these findings into a user journey map, uncovering whether the RPG mechanic itself was flawed, or just poorly implemented.
Habitica (2013) has 4M+ users, but still lags behind leading productivity apps like Notion (35M+), Todoist (30M+), and TickTick (20M+). To understand why, we ran usability tests with 3 users who used Habitica for one week. This revealed specific friction points in the user journey that weren’t visible in secondary research. We consolidated these findings into a user journey map, uncovering whether the RPG mechanic itself was flawed, or just poorly implemented.
02 DEFINE
Organizing our findings through affinity mapping
At first, our findings felt scattered. Every method gave us ranges of valuable data. To make sense of it all, we turned to affinity mapping, which helped us connect the dots. A clear theme emerged: users think productivity apps are boring and hard to stick with. Digging deeper, we found four main reasons why:
At first, our findings felt scattered. Every method gave us ranges of valuable data. To make sense of it all, we turned to affinity mapping, which helped us connect the dots. A clear theme emerged: users think productivity apps are boring and hard to stick with. Digging deeper, we found four main reasons why:
02 IMPACT
Why productivity apps being boring is both good and bad news
The word “bored” appeared 80+ times across our research. While not shocking, humans tend disengage without stimulation—it highlighted a challenge: boring is subjective. For one user, it meant lack of motivation. But for another? Complicated workflows.
This variability pushed our team to think creatively about gameplay, ensuring multiple pain points were addressed. It also validated our direction: gamification wasn’t just a feature, but it was the right strategy for this problem space, here's why:
The word “bored” appeared 80+ times across our research. While not shocking, humans tend disengage without stimulation—it highlighted a challenge: boring is subjective. For one user, it meant lack of motivation. But for another? Complicated workflows.
This variability pushed our team to think creatively about gameplay, ensuring multiple pain points were addressed. It also validated our direction: gamification wasn’t just a feature, but it was the right strategy for this problem space, here's why:
WHEN YOUR WORK BECOMES FUN, THE PRODUCTION WILL TAKE CARE OF ITSELF
WHEN YOUR WORK BECOMES FUN, THE PRODUCTION WILL TAKE CARE OF ITSELF
-ALI ABDAAL
-ALI ABDAAL
The best way to make an experience "fun" is through gamification. Unlike other strategies, gamification is the best way to turn strict environments into fun ones as it allows the most room to for features that have a higher chance of positive emotions through…
The best way to make an experience "fun" is through gamification. Unlike other strategies, gamification is the best way to turn strict environments into fun ones as it allows the most room to for features that have a higher chance of positive emotions through…
UNIQUE ENGAGEMENT
UNIQUE ENGAGEMENT
UNIQUE ENGAGEMENT
Introduces points, levels, and rewards, adding an extra level of incetive and engagement
Introduces points, levels, and rewards, adding an extra level of incetive and engagement
FOSTERING COMPETITION
FOSTERING COMPETITION
FOSTERING COMPETITION
Social features like leaderboards, challenges, and multiplayer elements; adding excitement.
Social features like leaderboards, challenges, and multiplayer elements; adding excitement.
AWAKENED CURIOSITY
AWAKENED CURIOSITY
AWAKENED CURIOSITY
Unfamiliar game environments evoke curiosity, motivating users to progress to earn rewards.
Unfamiliar game environments evoke curiosity, motivating users to progress to earn rewards.
VARIETY & CREATIVITY
VARIETY & CREATIVITY
VARIETY & CREATIVITY
Allows for dynamic approaches to task completion, making the experience less monotonous.
Allows for dynamic approaches to task completion, making the experience less monotonous.
Next: What should we focus on?
Our team listed points to keep in mind while devising solutions to address users’ pain points.
Our team listed points to keep in mind while devising solutions to address users’ pain points.
Entertainment
Entertainment
What is our journey to keep users engaged and not bored?
What is our journey to keep users engaged and not bored?
What is our journey to keep users engaged and not bored?
Discipline
Discipline
How will we keep users disciplined to be productive?
How will we keep users disciplined to be productive?
How will we keep users disciplined to be productive?
Call-to-Action
Call-to-Action
How can we make users excited to complete tasks?
How can we make users excited to complete tasks?
How can we make users excited to complete tasks?
Workflow
Workflow
How can we ease users into a productive workspace?
How can we ease users into a productive workspace?
How can we ease users into a productive workspace?
Flexibility
Flexibility
What features can we add to make users feel unrestricted?
What features can we add to make users feel unrestricted?
What features can we add to make users feel unrestricted?
02 SOLIDIFY
After days of brainstorming, we solidified four solutions:
Adventure & Unlock
Adventure & Unlock
Center the app around an adventure RPG. Users will progress by unlocking levels and defeating dungeons via productive means.
Center the app around an adventure RPG. Users will progress by unlocking levels and defeating dungeons via productive means.
Reward-Reliant Gameplay
Reward-Reliant Gameplay
Incentivize users with XP and drops for completing personalized tasks. Missing a deadline results in HP loss; an in-game disadvantage.
Incentivize users with XP and drops for completing personalized tasks. Missing a deadline results in HP loss; an in-game disadvantage.
Cooperative Multiplayer
Cooperative Multiplayer
When users are in a party with players, they receive a dungeon buff. This allows them to earn more droppings and defeat dungeons faster.
When users are in a party with players, they receive a dungeon buff. This allows them to earn more droppings and defeat dungeons faster.
To-Do List & Habit Tracking
To-Do List & Habit Tracking
Design UI around conventional to-do lists including due dates, filters, task frequency, and daily habit-tracking for familiarity.
Design UI around conventional to-do lists including due dates, filters, task frequency, and daily habit-tracking for familiarity.
03 USER FLOWS
RPGs are messy, so we mapped out an information architecture.
With RPG elements like quests and rewards layered in, we needed extra wireframes to capture the full experience that goes beyond the traditional productivity app. Information architecture diagrams became our map and helped us see how everything connected and confirming where each screen belonged.
With RPG elements like quests and rewards layered in, we needed extra wireframes to capture the full experience that goes beyond the traditional productivity app. Information architecture diagrams became our map and helped us see how everything connected and confirming where each screen belonged.
03 DESIGN
Our dilemma: Is this a productivity app or a game?
At the low-fidelity stage, we debated: vertical or horizontal? Productivity apps usually favor vertical, while RPGs lean horizontal for combat and a “controller feel.”
At the low-fidelity stage, we debated: vertical or horizontal? Productivity apps usually favor vertical, while RPGs lean horizontal for combat and a “controller feel.”
To test this convention, I sketched wireframes for both orientations. Although our app is heavily gamified, our priority is immediate productivity. A vertical layout won: it aligns with user expectations, supports quick navigation between tasks, and avoids raising unnecessary gameplay expectations that could distract users.
To test this convention, I sketched wireframes for both orientations. Although our app is heavily gamified, our priority is immediate productivity. A vertical layout won: it aligns with user expectations, supports quick navigation between tasks, and avoids raising unnecessary gameplay expectations that could distract users.
03 STYLE GUIDE
Bringing adventure to life
04 ITERATE & TEST
Customization overrides simplicity
During usability testing, we discovered that our inventory system felt outdated. Initially, we had kept it simple to avoid overwhelming users or making the app feel too much like a game. But users found it inconvenient, struggling to locate items quickly. To fix this, we redesigned the inventory with a grid layout, search functionality, and item overlays, striking a balance between accessibility and engaging gameplay.
During usability testing, we discovered that our inventory system felt outdated. Initially, we had kept it simple to avoid overwhelming users or making the app feel too much like a game. But users found it inconvenient, struggling to locate items quickly. To fix this, we redesigned the inventory with a grid layout, search functionality, and item overlays, striking a balance between accessibility and engaging gameplay.
BEFORE
AFTER
05 FINAL SCREENS
Earn XP, Gems, Coins, and more by completing productive tasks.
Define Task Difficulty = Higher Reward: Easy, Medium, or Hard tasks scale XP to fairly match effort.
Define Task Difficulty = Higher Reward: Easy, Medium, or Hard tasks scale XP to fairly match effort.
Dopamine-driven Progression: A leveling system rewards consistency by unlocking dungeons, coins, and items.
Dopamine-driven Progression: A leveling system rewards consistency by unlocking dungeons, coins, and items.
Anchor Productivity: To-Do List remains the home screen, ensuring goals stay central while RPG mechanics build in the background.
Anchor Productivity: To-Do List remains the home screen, ensuring goals stay central while RPG mechanics build in the background.
Discipline matters. Slack off, lose health, and face the dungeons at a disadvantage.
Task Penalties: Failure to complete tasks reduces health, giving monsters the first attack and motivating timely completion.
Status Bar Placement: Health, XP, and coins stay visible at the top of each page to reinforce progress and focus.
Battle Layout: Borrowing from classic RPGs, left-hand moves and visible health bars keep combat intuitive and fast.
Discipline matters. Slack off, lose health, and face the dungeons at a disadvantage.
Task Penalties: Failure to complete tasks reduces health, giving monsters the first attack and motivating timely completion.
Status Bar Placement: Health, XP, and coins stay visible at the top of each page to reinforce progress and focus.
Battle Layout: Borrowing from classic RPGs, left-hand moves and visible health bars keep combat intuitive and fast.
Rewards aren't the only motivator: Outplay your friends, prove who's the most competitive, and score in-party buffs.
Team-Centered Navigation: Made “Team” the default tab so collaboration and shared progress stay central in battles.
Team-Centered Navigation: Made “Team” the default tab so collaboration and shared progress stay central in battles.
Competitive Context: Displayed levels and health at battle start to highlight top performers and motivate others.
Competitive Context: Displayed levels and health at battle start to highlight top performers and motivate others.
Leaderboards: Weekly XP rankings reward the most productive users, reinforcing accountability and friendly rivalry.
Leaderboards: Weekly XP rankings reward the most productive users, reinforcing accountability and friendly rivalry.
06 DELIVER
Adventure with Adventurefy at competitions!
After months of preparation, our CEO and a developer pitched Adventurefy to three business judges at the University of Texas at Dallas’s CometX Accelerator, competing against 10 teams of UTD alumni and MBA candidates. The result? 1st place and $2,500 in funding!
After months of preparation, our CEO and a developer pitched Adventurefy to three business judges at the University of Texas at Dallas’s CometX Accelerator, competing against 10 teams of UTD alumni and MBA candidates. The result? 1st place and $2,500 in funding!
07 REFLECT
My first 0-to-1 start-up experience
This was my first experience in a start-up environment that exhibited a full 0-to-1 sequence, involving not just project managers, developers, and designers, but also marketing analysts, animators, illustrators, and more. The experience felt surreal, with a team twice the size of previous ones, and it was daunting. I felt immense pressure to create a product that would succeed, given everyone’s strong commitment to the project. After all, people do judge books by their covers. However, winning our first competition reassured me that the product we are creating is indeed valuable, especially considering all the hard work invested in it.
This was my first experience in a start-up environment that exhibited a full 0-to-1 sequence, involving not just project managers, developers, and designers, but also marketing analysts, animators, illustrators, and more. The experience felt surreal, with a team twice the size of previous ones, and it was daunting. I felt immense pressure to create a product that would succeed, given everyone’s strong commitment to the project. After all, people do judge books by their covers. However, winning our first competition reassured me that the product we are creating is indeed valuable, especially considering all the hard work invested in it.
