THE GREAT BIG FRUIT AND VEG CHALLENGE
Driving Healthy Habits through Gamification
The campaign for Sainsbury’s Nectar loyalty app to encourage healthy eating of fruit and veg using gamification. This campaign was available to Nectar membership users across iOS, Android, and web in September 2020. By architecting a 3-level progression system with 6 unlockable badges, routine grocery shopping was transformed into an engaging, reward-led experience. At the end of the challenge, users got data playback where they were able to see how many portions of fruit and veg they consumed during one month.
ROLE
Senior Product Designer
DESIGN APPROACH
Collaborated with the product owner and stakeholders to define the project’s goals and requirements, designing a gamified challenge to encourage healthier shopping behaviour. Working closely with the design manager and wider team, I aligned the experience with established patterns and the Nectar Design System while creating a distinct campaign feel. Through prototyping and usability testing, I refined the interaction flow, visual hierarchy, and progress tracking to ensure a clear, motivating experience across iOS, Android, and web.
CLIENT
CLIENT
Sainsbury's - Nectar, 2020
