How a Gamified “Dream Shop” Boosts User Retention on Ganji.com

User Growth System Value

The user growth system is a necessary tool for products to increase user retention and activity after reaching a certain stage. It creates a two‑way influence between users and the platform: users receive guidance, achievement, and privileges, while the platform can record growth, conduct refined operations, allocate resources efficiently, and build long‑term relationships.

For Ganji.com’s recruitment product, a unique growth system aligns with its positioning. Starting from the creative phase, the team built the "Dream Shop" growth system.

Finding Belonging from the User Perspective

Real user research with blue‑collar workers revealed simple yet sincere aspirations: many want to acquire a skill and progress in their career, while others aim to save money to open a small shop and become their own boss. The growth system helps fulfill these emotional needs, providing a sense of belonging.

Through voting, the theme "Dream Shop" was chosen. Users expand their shop by completing tasks and earning coins, gaining satisfaction and a sense of control over their future.

Standardizing Design for Extensibility

1. Decompose functional modules to ensure basic experience

The initial version divides the interface into five core modules: information display, game interaction, feature expansion, core operations, and task list, guaranteeing structural completeness and future scalability.

Beyond clear structure, the system must achieve three experience goals: clear functional guidance, attractive visual presentation, and accurate core information delivery.

2. Design for scalability

The system should consider future expansion and a growth‑value recovery mechanism. If users level up too quickly, interest wanes; mechanisms such as downgrading or adding levels keep the experience sustainable.

The 1.0 version of the "Dream Shop" includes five levels: convenience kiosk, convenience store, small supermarket, comprehensive market, and super market, with plans for further expansion.

Providing Visual Diversity and Realistic Feel

Multiple visual styles were explored, including a 2.5D game‑like view with strong spatial sense and a first‑person 2D perspective that feels natural to the eye. The final design adopts the 2D frontal composition, delivering an immersive, street‑level shop experience.

Adding Contextual Motion Effects

Scene‑based animations—such as passing pedestrians, motorbike couriers, and a cat on a roof—enrich the interface, increase interactivity, and guide user focus.

Clear and Concise User Guidance

A straightforward onboarding flow helps users quickly understand gameplay and page functions.

Establishing a Complete Consumption Loop

The system includes a marketplace where users can exchange earned rewards for tangible benefits, forming a closed‑loop consumption scenario.

Conclusion

Although still in its early stage, the growth system aims to attract users with low entry barriers, then iterate to add social scenarios and richer propagation features, ultimately delivering positive social value and deeper satisfaction for blue‑collar communities.