Clicker Uzum Bos
Case study on the rapid engagement and promotion of the Uzum ecosystem
Context
Uzum is the largest digital ecosystem in Uzbekistan. It includes a marketplace, a bank, a food delivery service, and an instalment service. In 2024, there was a rise in the popularity of crypto-clickers worldwide. Uzum decided to leverage this trend to promote the entire ecosystem and create its own clicker.
Business goals
To use a popular trend for:
- Promoting ecosystem products with minimal costs.
- Developing and growing the audience on social media.
- Increasing user loyalty.
Results over 4 months
2M+
New players
500,000+
New social media followers
110,000+
New app installations in the ecosystem
4 apps
4 ecosystem apps in the top 10 of the App Store/Play Store
12,000+
Pre-orders for banking products
My role
The sole designer. Developed the entire design from scratch. Conceived game mechanics and ways to integrate them into the ecosystem.
Challenges
- Tight deadlines — we needed to launch the product while the clicker genre was still relevant.
- No pre-defined idea — the concept and features were developed on the fly.
- Legal restrictions — cryptocurrency is banned in Uzbekistan, and the app could not contain any hints of it.
- Minimal budget — the project was intended to be short-term, without significant investments.
- Balancing with main tasks — the team was simultaneously working on other projects.
Solution
The main idea
Leveling up a business character from a novice to a leader.
Engagement tasks
Subscribing to channels, placing orders on the marketplace, arranging banking products. Mechanics of promo codes and bonuses for activity (the higher the level, the greater the chance of receiving a reward).
Virality
Bonus for inviting friends. A final competition with large prizes to maintain interest.
Homepage and experience section
Progress by levels
Process
Friday: The CTO suggested the idea of "why don't we create our own clicker while this topic is trending?". That same day, we gathered a team of leaders and got to work.
Team
1 designer, 1 product manager, 2 front-end developers, 3 back-end developers, and 1 person responsible for infrastructure. We involved the marketing department to adapt the idea for the market.
Approach Features
- Working in hackathon mode, without clear requirements.
- No preliminary research — the idea and launch were implemented on the fly.
- Temporary solution — we immediately defined the lifespan of the clicker.
- The game mechanics were borrowed from popular clickers, adapted to the ecosystem: bonuses for tasks.
2 weeks
In 2 weeks, we created and launched a working clicker in Telegram.
1 th
We were the first among marketplaces to use clicker mechanics for promotion.
Main tasks and daily rewards
Invite friends
Links to news and articles
Clicker Uzum Bos
Case study on the rapid engagement and promotion of the Uzum ecosystem
Context
Uzum is the largest digital ecosystem in Uzbekistan. It includes a marketplace, a bank, a food delivery service, and an instalment service. In 2024, there was a rise in the popularity of crypto-clickers worldwide. Uzum decided to leverage this trend to promote the entire ecosystem and create its own clicker.
Business goals
To use a popular trend for:
- Promoting ecosystem products with minimal costs.
- Developing and growing the audience on social media.
- Increasing user loyalty.
Results over 4 months
2M+
New players
500,000+
New social media followers
110,000+
New app installations in the ecosystem
4 apps
4 ecosystem apps in the top 10 of the App Store/Play Store
12,000+
Pre-orders for banking products
My role
The sole designer. Developed the entire design from scratch. Conceived game mechanics and ways to integrate them into the ecosystem.
Challenges
- Tight deadlines — we needed to launch the product while the clicker genre was still relevant.
- No pre-defined idea — the concept and features were developed on the fly.
- Legal restrictions — cryptocurrency is banned in Uzbekistan, and the app could not contain any hints of it.
- Minimal budget — the project was intended to be short-term, without significant investments.
- Balancing with main tasks — the team was simultaneously working on other projects.
Solution
The main idea
Leveling up a business character from a novice to a leader.
Engagement tasks
Subscribing to channels, placing orders on the marketplace, arranging banking products. Mechanics of promo codes and bonuses for activity (the higher the level, the greater the chance of receiving a reward).
Virality
Bonus for inviting friends. A final competition with large prizes to maintain interest.
Homepage and experience section
Progress by levels
Process
Friday: The CTO suggested the idea of "why don't we create our own clicker while this topic is trending?". That same day, we gathered a team of leaders and got to work.
Team
1 designer, 1 product manager, 2 front-end developers, 3 back-end developers, and 1 person responsible for infrastructure. We involved the marketing department to adapt the idea for the market.
Approach Features
- Working in hackathon mode, without clear requirements.
- No preliminary research — the idea and launch were implemented on the fly.
- Temporary solution — we immediately defined the lifespan of the clicker.
- The game mechanics were borrowed from popular clickers, adapted to the ecosystem: bonuses for tasks.
2 weeks
In 2 weeks, we created and launched a working clicker in Telegram.
1 th
We were the first among marketplaces to use clicker mechanics for promotion.
Main tasks and daily rewards
Invite friends
Links to news and articles
Clicker Uzum Bos
Case study on the rapid engagement and promotion of the Uzum ecosystem
Context
Uzum is the largest digital ecosystem in Uzbekistan. It includes a marketplace, a bank, a food delivery service, and an instalment service. In 2024, there was a rise in the popularity of crypto-clickers worldwide. Uzum decided to leverage this trend to promote the entire ecosystem and create its own clicker.
Business goals
To use a popular trend for:
- Promoting ecosystem products with minimal costs.
- Developing and growing the audience on social media.
- Increasing user loyalty.
Results over 4 months
2M+
New players
500,000+
New social media followers
110,000+
New app installations in the ecosystem
4 apps
4 ecosystem apps in the top 10 of the App Store/Play Store
12,000+
Pre-orders for banking products
My role
The sole designer. Developed the entire design from scratch. Conceived game mechanics and ways to integrate them into the ecosystem.
Challenges
- Tight deadlines — we needed to launch the product while the clicker genre was still relevant.
- No pre-defined idea — the concept and features were developed on the fly.
- Legal restrictions — cryptocurrency is banned in Uzbekistan, and the app could not contain any hints of it.
- Minimal budget — the project was intended to be short-term, without significant investments.
- Balancing with main tasks — the team was simultaneously working on other projects.
Solution
The main idea
Leveling up a business character from a novice to a leader.
Engagement tasks
Subscribing to channels, placing orders on the marketplace, arranging banking products. Mechanics of promo codes and bonuses for activity (the higher the level, the greater the chance of receiving a reward).
Virality
Bonus for inviting friends. A final competition with large prizes to maintain interest.
Homepage and experience section
Progress by levels
Process
Friday: The CTO suggested the idea of "why don't we create our own clicker while this topic is trending?". That same day, we gathered a team of leaders and got to work.
Team
1 designer, 1 product manager, 2 front-end developers, 3 back-end developers, and 1 person responsible for infrastructure. We involved the marketing department to adapt the idea for the market.
Approach Features
- Working in hackathon mode, without clear requirements.
- No preliminary research — the idea and launch were implemented on the fly.
- Temporary solution — we immediately defined the lifespan of the clicker.
- The game mechanics were borrowed from popular clickers, adapted to the ecosystem: bonuses for tasks.
2 weeks
In 2 weeks, we created and launched a working clicker in Telegram.
1 th
We were the first among marketplaces to use clicker mechanics for promotion.
Main tasks and daily rewards
Invite friends
Links to news and articles