FSD Gamified Experience
FSD Gamified Experience
FSD Gamified Experience
iOS Mobile Design
iOS Mobile Design
2025
2025
• Overview
• Overview
During my Tesla internship, I fully owned a project focused on promoting FSD. Since many users were hesitant to adopt it due to limited understanding of its experience, benefits, and safety, I designed a gamified solution that made learning FSD engaging and approachable, helping build trust and encourage adoption.
During my Tesla internship, I fully owned a project focused on promoting FSD. Since many users were hesitant to adopt it due to limited understanding of its experience, benefits, and safety, I designed a gamified solution that made learning FSD engaging and approachable, helping build trust and encourage adoption.
• Problem
• Problem
Most Tesla owners with FSD or FSD trial rarely use the feature.
Most Tesla owners with FSD or FSD trial rarely use the feature.
16%
16%
Not Using FSD
Not Using FSD
63%
63%
Use FSD < 20% Time
Use FSD < 20% Time
80%
80%
User Do Not Convert After Trial
User Do Not Convert After Trial
• Persona
• Persona
• Goal
• Goal
Get people to use FSD and see how they can’t live without it
- Increase usage during the trial period
- Increase conversion
Get people to use FSD and see how they can’t live without it
- Increase usage during the trial period
- Increase conversion
• Research
• Research
After reviewing many apps on the market, I found that gamification is widely used to boost engagement. Three mechanisms stood out:
Challenges & Rewards: Offering rewards for completing challenges keeps users active and motivated.
Immersive Recaps: Creating tailored recap experiences encourages sharing, driving organic product promotion and attracting non-owners.
Daily Activity: Providing daily driving recaps and celebrating milestones builds a sense of achievement and long-term engagement.
After reviewing many apps on the market, we found that gamification is widely used to boost engagement. Three mechanisms stood out:
Challenges & Rewards: Offering rewards for completing challenges keeps users active and motivated.
Immersive Recaps: Creating tailored recap experiences encourages sharing, driving organic product promotion and attracting non-owners.
Daily Activity: Providing daily driving recaps and celebrating milestones builds a sense of achievement and long-term engagement.
• Approach
• Approach
By leveraging common gamification mechanics, this journey is designed to make the FSD trial experience intuitive, engaging, and rewarding
By leveraging common gamification mechanics, this journey is designed to make the FSD trial experience intuitive, engaging, and rewarding
The reward mechanism was defined by the business team, where users complete specific tasks to unlock three months of free FSD access. This provided a clear incentive structure aligned with engagement goals.
The reward mechanism was defined by the business team, where users complete specific tasks to unlock three months of free FSD access. This provided a clear incentive structure aligned with engagement goals.
• Design Process
• Design Process
The design process explored many directions, from visual styling to interaction mechanics.
The design process explored many directions, from visual styling to interaction mechanics.
Laying Out the Content
Laying Out the Content
The first version was created by outlining all tasks based on Tesla’s established design system. This provided a structured foundation, ensured consistency across deliverables, and aligned with the broader design language
The first version was created by outlining all tasks based on Tesla’s established design system. This provided a structured foundation, ensured consistency across deliverables, and aligned with the broader design language
Add Visual Engagement
Add Visual Engagement
Based on feedback, visual elements were then introduced to make the layout more engaging and visually appealing.
Based on feedback, visual elements were then introduced to make the layout more engaging and visually appealing.
Gamify the Experience
Gamify the Experience
Concept 1 was a badge system, where each achievement unlocked a visible reward. The badges gave users a concrete sense of accomplishment and encouraged them to continue exploring more features.
Concept 1 was a badge system, where each achievement unlocked a visible reward. The badges gave users a concrete sense of accomplishment and encouraged them to continue exploring more features.
Concept 2 explored a level-up system, where progress was shown through upgrades. This emphasized growth over time, giving users a clear sense of advancement and motivating them to keep moving forward.
Concept 2 explored a level-up system, where progress was shown through upgrades. This emphasized growth over time, giving users a clear sense of advancement and motivating them to keep moving forward.
• Final Design
• Final Design
Following usability testing, Concept 2 was further refined, as it provided a clearer process. Users could easily identify required goals and track progress step by step, resulting in a more structured and motivating experience.
Within the 30-day free trial, completing tasks at each level ultimately unlocked an additional three months of FSD access, while users were also encouraged to share their achievements on social platforms to amplify engagement.
Following usability testing, Concept 2 was further refined, as it provided a clearer process. Users could easily identify required goals and track progress step by step, resulting in a more structured and motivating experience.
Within the 30-day free trial, completing tasks at each level ultimately unlocked an additional three months of FSD access, while users were also encouraged to share their achievements on social platforms to amplify engagement.
• Beyond the Scope: FSD Stats
• Beyond the Scope: FSD Stats
After users completed the challenge, the goal was to keep them coming back to FSD. Daily driving recaps reminded them of their progress, milestones made the experience rewarding, and easy sharing helped build a sense of community. Together, these kept users engaged and encouraged continued FSD use.
After users completed the challenge, the goal was to keep them coming back to FSD. Daily driving recaps reminded them of their progress, milestones made the experience rewarding, and easy sharing helped build a sense of community. Together, these kept users engaged and encouraged continued FSD use.