Oxford Saïd Business School Gamified Onboarding Experience
Oxford Saïd Business School set out to reinvent onboarding by making it more engaging, interactive, and aligned with its new brand identity. The goal was to move beyond passive introductions and create a gamified onboarding experience that encouraged exploration, participation, and deeper connection from day one.
Our Approach
We transformed traditional onboarding into an interactive discovery journey. Instead of simply receiving information, participants actively explored the campus, unlocking content, stories, and rewards along the way.
This approach turned onboarding into a hands-on learning experience, helping students and staff engage more deeply with both the environment and the brand.
How It Worked
Participants accessed a mobile-first experience that guided them across key campus locations, encouraging exploration through a structured journey.
At each stop, they unlocked interactive content including stories, insights, and rewards that reinforced key messages and introduced them to the school in a more meaningful way.
Gamification mechanics — including progression, rewards, and repeat interactions — drove ongoing engagement and encouraged users to revisit key locations.
By combining exploration with interaction, onboarding became contextual, memorable, and engaging.
Strong Repear Engagement
Increased Campus Exploration
Positive User Feedback and sentiment
