UX Design · Joyrun · 5M+ Users
Joyrun — Gamification
& Social Running
Designed and implemented a unique gaming experience for China's leading social running app. New gamification mechanics drove user engagement and community growth for 5M+ users.
The Challenge
Running is solitary. Social running is hard.
Joyrun had an active community of runners, but engagement dropped sharply after the initial sign-up. Users would log a few runs, then drift away. The challenge: design a gamification system that made running feel social, competitive, and rewarding — without making it feel like a game.
Problem 1
Low retention
Users completed onboarding but disappeared after 1–2 weeks without a compelling reason to return daily.
Problem 2
Weak social ties
Followers existed but interactions were shallow. Running is physical — translating that to digital connection was unsolved.
Problem 3
Cultural context
Chinese market expectations around social hierarchy, face, and group achievement required culturally-informed design decisions.
Solution
Gamification through social achievement
Rather than generic achievement badges, I designed a system where social status was earned through community participation — group challenges, pace-matching with friends, and visible streaks that others could cheer on.
- Group challenges — team-based goals that required coordination, leveraging collectivist culture
- Streak visibility — public streaks that friends could see and cheer, creating accountability
- Pace matching — social "run with me" feature that created virtual companionship during solo runs
- Achievement tiers — hierarchical system with public recognition, culturally resonant status markers
Impact
Community growth and engagement
5M+Active users in the community
23%Increase in 30-day retention
3xMore social interactions per session