Knock Knock!
India’s First Live Travel Game Show By Makemytrip
My Role: Structuring | Visual Design
Overview
MakeMyTrip Limited is an Indian online travel company that provides services like flight tickets, domestic and international holiday packages, hotel reservations, and rail and bus tickets.
Earlier this year, MakeMyTrip launched “Knock-Knock”, an innovative travel game show on its App, to drive customer engagement.
To add to the zing, the live show was anchored by well-known television celebrities, Gauhar Khan and Purab Kohli. The 30-minute show included live bidding for delightful travel deals, quiz for attractive prizes, original travel entertainment series and a jackpot prize offering exquisite international holidays.
GOALS -
Drive customer engagement and app retention
Reduce app uninstalls
Drive Daily Active Users by 2x
Drive Monthly Active Users
Increase New Users and Repeats by Existing users
“The idea was to draw in users who had never transacted with us before via engagement.”
Our target audience was spread out across India. It consisted of new users, being acquired via registration prior to joining the game show.
Also, MMT’s existing users, who were being drawn back into the app to win discounted travel packages.
ROLE -
I was responsible for structuring and visualizing the entire show.
The team had more than 50 people: Android and iOS developers, Backend team, QA, Product Manager, studio members — Camera guys, Production control room, Scriptwriter, Lighting controllers, Director, Tech Director, Spot boys, Costume designers, Marketing, Content.
The show went live across India on 7th April 2019.
Identifying Design Interventions
Knock Knock was divided into 3 sections:
Show Content
Pre Show Content &
Post Show Content
SECTION ISHOW CONTENT
The live show, anchored by well-known television celebrities, Gauhar Khan and Purab Kohli was divided into the following mini-games and sections.
CLICK ONE TO KOW MORE
👨⚖️ Auction
A bidding game in sync with the live video content being played.
❓Quiz Round
After the auction, the users would engage with a reward-based quiz.
🎬 Travel Stories
Travel mini-series created by independent directors from the Industry.
💰 Jackpot
A lucky draw chance with amazing travel packages!
Section IIPRE-SHOW
This is where we created possible entry points to the game show. This included various homepage cards showcasing upcoming auction prizes and packages, recordings of our host inviting users to register, banners, notification, and more.
SECTION IIIPOST-SHOW
My teammate created a dedicated page for Knock Knock. The page included show details like register/reminder CTA, previous winners, FAQ section & prize stories (updated with each show).
Branding
With all the components of the show ready, it was time to stitch them together via consistent visual language and cohesive branding.
My two teammates helped establish the colour scheme, typography and micro-animations of the show while I designed the logo.
INITIAL ITERATIONS
I wanted to convey the theme of Play, Win, Travel and emphasize on delight.
FINAL ITERATION
We decided to augment the feeling of play through animation and introduce the tagline for Play. Win. Travel.
Results
We had a total of 533,514 users registered for the first season of Knock Knock.
~96k unique users played the game across all episodes.
Over 1.03 million bids were attempted for 12 packages which were up for auction during the entire season.
30% of the users playing Knock Knock had never transacted with us before.
13.5% of the users were new installs.
9.5% of the users were those who had not made any transaction in the last 12 months.
