The Golden Rules
DO: Start with Behavior
Ask “What do I want users to do?” Define the behavior first. Points follow naturally.
DON'T: Start with Points
Don’t think “award 100 points” first. You’ll make arbitrary decisions that feel unfair.
DO: Keep It Short (3-5 Actions)
Each action past 5 reduces completion by 10-15%. Short challenges feel like quests.
DON'T: Build Long Checklists
8+ actions tanks completion rates. Users abandon challenges that feel like homework.
DO: Pick One Format Per Challenge
Knowledge OR Community OR Creative OR Social. One per challenge. Sequence them for variety.
DON'T: Mix All Formats
Users get confused jumping between different challenge types. Creates cognitive overload.
DO: Use the Point Formula
1 point per 5 seconds. Users intuitively feel it’s fair. Stop overthinking.
DON'T: Guess at Point Values
Random points feel arbitrary and demotivating. Inconsistency tanks future engagement.
Titles & Descriptions
| DO | DON’T |
|---|---|
| ”Learn Product Basics in 5 Min” — Specific, time-bounded, action-oriented | ”Product Knowledge” — Generic, vague, doesn’t say what they’ll do |
| ”Connect With 3 Members” — Clear goal, easy to understand | ”Community Engagement” — What does “engagement” even mean? |
| ”Share Your Biggest Win” — Emotional hook, personal relevance | ”Share a Story” — Could be anything |
| Description: 1-2 punchy sentences about what they’ll do and why it matters | Description: 3+ paragraphs of backstory nobody reads |
Difficulty Levels
| Level | DO | DON’T |
|---|---|---|
| Beginner | < 5 min, no setup, immediately actionable | Label as Beginner but requires 20 min. Users feel misled |
| Intermediate | 5-15 min, some context needed, moderate effort | Vague time estimates. Set expectations clearly |
| Advanced | 15-30+ min, prerequisites, significant commitment | Make it harder than you say. Users lose trust |
Testing & Launch
| DO | DON’T |
|---|---|
| Preview as a user BEFORE launch | Skip testing because “it looks fine in the Control Room” |
| Complete it yourself and time it | Assume it takes less time than it actually does |
| Test on mobile | Launch and hope it works on phones |
| Verify rewards actually award | Find out after launch that points weren’t given |
| Monitor the first 24-48 hours | Set it and forget it for a week |
| Edit if drop-off is >50% at one action | Ignore high drop-off rates and blame users |
Rewards Strategy
| DO | DON’T |
|---|---|
| Mix types: Points + XP + Badges works | Just Points: Boring, no sense of achievement |
| Overdeliver on first challenge: Hook them early | Underdeliver: Cheap rewards kill motivation |
| Match reward to effort: 5 min = 50-75 pts | Reward for free: Make it feel valueless |
| Add XP if you have leveling: Feeds progression | Forget progression: Points only feel empty |
| Use Badges for milestones: “First 100 Points” hits different | No recognition: Users don’t feel their wins |
Timing & Scheduling
| DO | DON’T |
|---|---|
| Set end dates for urgency: 7-14 day windows work | Evergreen everything: No sense of scarcity or urgency |
| Schedule for campaigns: Announce, then go live | Go live immediately: No anticipation or buildup |
| Allow repeats strategically: Daily challenges keep users coming back | Allow unlimited repeats: Becomes grinding, feels empty |
| Cap completions per period: 1/day feels like a routine | Unlimited completions: Users farm it, then abandon |
After Launch: Iteration
| DO | DON’T |
|---|---|
| Check analytics day 1-2 | Wait a month to review performance |
| Edit unclear instructions | Leave confusing copy because “users should understand” |
| Simplify actions if drop-off is high | Blame users for not trying hard enough |
| Ask users what they loved | Assume you know what worked |
| Iterate based on real feedback | Never update—set it once and ignore it |
| Kill challenges that don’t work | Keep launching bad challenges and wondering why |
Pro Tip: The Sequence Strategy
Instead of one mega-challenge:- Create 3-4 related challenges, each focused on one format
- Space them a few days apart for sustained engagement
- Build on each other: “Learn” → “Teach” → “Create” → “Share”
- Same reward formula per challenge so it feels fair
Quick Checklist Before Launch
1
Behavior defined clearly
Can you answer “What do I want users to do?” in one sentence?
2
3-5 actions max
Count your actions. Is it 5 or fewer?
3
One format picked
Knowledge, Community, Creative, or Social—just one?
4
Points calculated
Did you use the 1 point per 5 seconds formula?
5
Title is action-oriented
Does your title answer “What will I do?”
6
Tested on mobile
You actually opened it on a phone, right?
7
Rewards verified
Completed it yourself and confirmed points/badges awarded?
8
Ready to monitor
Do you have time to check analytics in the first 24-48 hours?
Next Steps
- Challenge Creation Guide — Step-by-step walkthrough
- Analytics — Measure performance and iterate
- Management — Pause, archive, and optimize active challenges