Doopee Doo!
Empowering Digital Innovation through Collaborative UX Design and Gamification
CEMET partnered with the creators of Doopee Doo! to bring to life a gamified, location-based app aimed at encouraging users to explore local shops, cafés, pubs, and attractions through a reward-based experience. Designed to appeal to a broad demographic, the app integrates digital collectable cards that users earn by visiting locations or following curated trails, with rewards ranging from discounts to exclusive offers. To add depth and appeal, the app introduces a narrative story element, creating a sense of escapism and intrinsic value beyond simple incentives.
What Did We Do?
The collaborative development involved a strong focus on inclusivity, UX design, and behavioural science. Using Adobe XD and Photoshop—alongside generative AI tools—designs were tailored to mobile formats, supporting intuitive navigation and visual engagement. Through CEMET’s guidance, the team explored data-driven UX strategies, such as using wide geo-fences to trigger location-based notifications that require minimal user effort but offer instant gratification. This approach was key to competing for attention in a crowded app market dominated by major platforms.
How Did We Do It?
Key features like a stylised in-app map and a dynamic user profile page were implemented to foster habitual use and deepen user engagement. The map serves both as a functional navigation tool and as a source of inspiration for users to plan visits. The reward system was redesigned to build anticipation and promote long-term engagement by adding rarity, countdowns, and set collection mechanics—drawing on psychological principles like the Zeigarnik effect and variable reinforcement.
The partnership with CEMET allowed Doopee Doo! to expand its original concept into a refined digital experience. With technical insight and user-focused strategies, the collaboration ensured that the app not only engages users visually and interactively but also supports local businesses in attracting and retaining customers through playful, real-world discovery.
CEMET is proud to continue to support Doopee Doo! through the development of this project. To find out more about their latest work visit their website.
This project is funded by the UK government through the UK Shared Prosperity Fund and supported by Caerphilly County Borough Council.