MarioHerger
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You lured me into this article with the phrase "Gamification out, design and content in", because that would have been interesting to see gamification being kicked out. But when I look at both the mobile app and the website, it doest't seem as if they kicked out gamification. Kicks (=redeemable points), badges, boosters, bonus sets, goals etc. are still all there. Also the lookbooks seem like a groupon-pinterest-mashup, and both are using game-mechanics and fun motivators (like collecting).
The change seems to be focusing less prominently on the shallow "gamification" purely in the face that shopkick apparently had so far, but it seems they figured out that focusing on pure extrinsic rewards without tie-in to intrinsic values is leading nowhere in the long term. And that is a good sign that they realized that simplistic gamification is not leading anywhere. Finally, - if I read between the lines - they went ahead and did a user-centered design with asking moms, learning all the way that a bunch of guys just doesn't know anything about moms and their motivations (their intrinsic motivations).
What's the base line for the 45 minutes? That's not stated in the article.
You can easily make the case for everything that 300% increase is not enough. Is a 300% sales increase bad (from 10 to 30 customers), when I compare it to the 50Mio customers that I could have?
Would you say for your own website that 3x as many visitors is bad, because you reached only 30,000 out of 2,8bn Internet users?
I still believe that 59% increase is great and 45 minutes more activity is also a WOW! Do we have an opportunity to make it even better? Certainly, but for a first iteration these are already good numbers. For the second iteration, we can learn from that and have this new baseline.
59% "isn't a huge increase?" When does "huge" start for you? I'd say 59% is a pretty awesome increase! Wow! And that's only for a start...