How Brilliant Uses Gamification to Improve Engagement and Retention

Brilliant.org is an online learning platform specializing in STEM subjects (science, technology, engineering, and mathematics). It uses gamification extensively to improve user engagement, increase retention, and provide a valuable learning experience. This case study analyzes how Brilliant leverages various gamification techniques to achieve these goals.

Core Learning Loop

Brilliant's core learning loop revolves around solving problems. The platform presents users with challenging problems across a range of STEM topics. Users attempt to solve these problems, receiving immediate feedback and hints. Successful problem-solving leads to points and progress, fueling further engagement.

Points and Levels

Brilliant utilizes a points system as a fundamental element of its gamified experience. Users earn points for completing courses, solving problems, and achieving daily practice goals. These points accumulate and contribute to the user's level progression. Levels unlock new content, courses, and features, providing a tangible sense of advancement. The Points system incentivizes consistent learning, while Levels provide a long-term goal that keeps users motivated and invested in the platform. Unlocking content through levels keeps free users engaged and encourages subscriptions.

Progress Bars

Across various courses and learning paths, Brilliant prominently displays progress bars. These Progress Bars visually represent the user's completion status within a specific module or the entire course. The feeling of making tangible progress is crucial for maintaining momentum and motivating users to continue learning. A visible progress bar reinforces the sense of accomplishment, even when a difficult concept is being grappled with.

Achievements and Badges

Brilliant incorporates Achievements and Badges to recognize and reward specific accomplishments. These can be earned for completing courses, mastering particular skills, consistently practicing, and participating in challenges. These badges are typically displayed on user profiles and are often shareable on social media. These rewards provide validation and social recognition, encouraging users to showcase their learning achievements.

Streaks

Brilliant leverages the power of Streaks to promote consistent engagement. Daily practice reminders encourage users to visit the platform regularly. Maintaining a daily streak awards bonus points and potentially unlocks exclusive content or rewards. The fear of breaking a streak is a strong motivator for continued engagement, helping users form a consistent learning habit.

Challenges

Brilliant introduces an element of competition through Challenges. These challenges often involve timed problem-solving or competition against other users. Challenges provide a different type of learning experience that breaks up the monotony of regular course material and also provide a way for users to evaluate their skills against others.

Leaderboards

While not always a central element, Brilliant may occasionally incorporate Leaderboards for specific challenges or competitions. Leaderboards display top-performing users based on points earned or problems solved. This fosters a sense of competition and encourages users to strive for excellence.

Rewards

Brilliant's rewards system is intrinsically linked to the learning process. The primary reward is the acquisition of knowledge and the feeling of accomplishment. However, they also utilize extrinsic rewards, such as unlocking new content, earning badges, and achieving higher levels. Rewards enhance the learning experience, motivating users to invest more time and effort into the platform.

Psychological Principles

Brilliant's gamification strategy effectively taps into several psychological principles:

• Self-Determination Theory: The platform promotes autonomy by allowing users to choose their learning paths and topics. Competence is fostered through the progressive difficulty of problems and the sense of mastery gained through successful problem-solving. Relatedness is supported through social features like community forums and the ability to share achievements.
• Progressive Disclosure: New features and content are unlocked gradually as users progress, preventing overwhelm and maintaining a sense of novelty.
• Immediate Feedback: Users receive immediate feedback on their problem-solving attempts, allowing them to learn from their mistakes and refine their understanding.
• Variable Rewards: The rewards system is not always predictable, with occasional bonus points or surprise content drops, adding an element of excitement and anticipation.

Impact on Engagement

Brilliant's gamification features significantly contribute to increased user engagement. By providing a structured and rewarding learning experience, the platform encourages users to spend more time on the site, complete more courses, and consistently practice their skills. The consistent feedback loop and the sense of progression are instrumental in maintaining user motivation and preventing attrition. The diverse use of gamification features targets a broad audience with varied interests and learning styles.

Impact on Retention

The gamified elements of Brilliant play a crucial role in user retention. The long-term goals associated with level progression, the consistent encouragement of daily streaks, and the desire to earn badges all contribute to keeping users invested in the platform. By making learning fun and rewarding, Brilliant transforms what might otherwise be a tedious task into an enjoyable and engaging experience. Retaining users is vital for subscription services, especially within the education sector. Brilliant’s strategy makes users feel invested and accomplished, ensuring long-term use.

Value to Users

Beyond engagement and retention, Brilliant's gamification adds significant value to its users. It transforms the learning experience from passive consumption to active participation. It provides a structured and motivating framework for learning complex STEM concepts. It offers a sense of accomplishment and validation, boosting user confidence and encouraging them to pursue further learning opportunities. Users find the challenge and satisfaction of solving complex problems incredibly valuable.

Key Takeaways

Brilliant's success in leveraging gamification offers several key takeaways for startup founders, product managers, and designers:

• Define Clear Goals: Identify the specific behaviors you want to encourage and design gamification elements to support those behaviors.
• Understand Your Audience: Tailor your gamification strategy to the needs and preferences of your target audience.
• Provide Meaningful Rewards: Ensure that the rewards you offer are valuable to your users and aligned with their motivations.
• Create a Sense of Progression: Implement systems that allow users to track their progress and feel a sense of accomplishment.
• Foster a Sense of Community: Encourage social interaction and collaboration among users.
• Iterate and Optimize: Continuously monitor the effectiveness of your gamification strategy and make adjustments as needed.

Conclusion

Brilliant.org demonstrates the power of gamification in transforming online learning. By carefully integrating gamification elements into its core learning loop, Brilliant has created a platform that is engaging, motivating, and highly effective in helping users learn and master STEM concepts. The result is increased engagement, higher retention rates, and a valuable learning experience for its users. The Brilliant model is a perfect example of how gamification can elevate a platform from simply providing information to creating an immersive and addictive learning journey.