The Sports AI Coach app was successful in getting users to work out, but we faced a "dead end" in our gamification strategy. Users were accumulating "Sweat Tokens" for every workout, but the tokens had no tangible value, leading to engagement drop-off after the initial novelty faded.
How might we transform 'sweat tokens' from a digital reward into a compelling, tangible incentive that drives sustained user engagement and unlocks a new monetisation channel?
Team & Responsibilities
I led the design strategy and execution, managing a cross-functional squad.
| Product strategy, tokenomics logic, stakeholder management, final UI polish. | |
| Wireframing, component library expansion, and prototyping redemption flows. | |
| Business requirements and vendor logistics. | |
| Backend integration of the shop and frontend implementation. |
The Challenge
We needed to introduce an E-commerce store into a coaching app without diluting the primary value proposition (fitness).
The Core Tensions:
Monetisation vs. User Experience: How do we
sell products without feeling like a cash grab?Token Economics: If tokens are
too easy to earn, we lose money on margins.If they are too hard to earn, users lose motivation.Real Estate: Where does a
"Shop" fit in an app dedicated to workout tracking and biomechanics?
The Impact
Post-launch, the "Pro-Shop" integration shifted user behavior from passive tracking to active ecosystem participation.
22% Increase in Retention: Users with at least one redemption showed
significantly higher 90-day retention.New Revenue Stream:The shop generated a profitable GMV (Gross Merchandise Value) within the first quarter.Token Burn Rate: We successfully achieved a healthy
"Earn-to-Burn" ratio, reducing huge token stockpiles by 40%."
The Design Proces
Defining the Value Loop
We didn't just want to build a store; we wanted to build a habit loop. I mapped the user journey to ensure commerce reinforced fitness, rather than distracting from it.
The Cycle:
Action: User completes a
high-intensity workout.Reward: User earns Sweat Tokens
(based on effort).Trigger: Notification: "You've
unlocked a 20% discount on Protein Powder."Transaction: User
burns tokens to lower the fiat price of goods.Motivation: User receives new
gear/supplements - feels equipped - exercises again.
Token Economics & The Redemption Logic
This was the most complex UX challenge. We couldn't give everything away for free. We had to design a system where Tokens acted as a dynamic discount mechanism.
We formulated a "Burn Slider" UI.
Equation:
Price(Final) = Price(Retail) - (Tokens \times Value(Token))The Constraint: We capped token usage at
50% of the product price to protect margins.
Design Solution: We created a clear, tactile "Slider Interface" on the product page. As the user slides to the right, they watch the cash price drop and the token count decrease. This made the value of their sweat immediately tangible.
3. Information Architecture: Contextual Commerce
The "Shop" could not hijack the home screen. The app is a Coach first, a Store second.
The Approach: We placed the Store in a secondary navigation tab, but used "Contextual Nudges & App banner" in the primary flow.
Example: After a user finishes a 10km run, the success screen suggests:
"Great run! You need recovery. Use your new tokens on Foam Rollers."
Categorisation: We stripped away standard
e-com clutter. No "Home & Garden." Just "Recovery," "Fuel," and "Gear."
4. The "Checkout" Friction
To reduce cart abandonment in a non-native shopping environment, we streamlined the checkout.
Guest Checkout:
No new account creation needed(we already have their user profile).
Unified Currency: Displayed the
cost clearly as: ₹ 45.00 + 500 Tokens.
Key Takeaway
This project proved that gamification is only as strong as the reward at the end of the tunnel. By connecting physical effort (sweat) to tangible rewards (savings), we didn't just sell products; we sold the motivation to keep training.
Abi Arulraj
Designer
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