Gamification design is the design of an engaging experience for your customer, employee or learner by understanding their motivation and by using game elements to encourage them to achieve their goals. Yes, that is right their goals!
Gamification design is much more about understanding the behaviours and motivations of your people than it is about game mechanics. The game mechanics chosen will encourage certain game dynamics. For example, adding the game mechanic of a leader board by default adds competition as a dynamic. On the other side adding likes, emoji’s and voting will create social dynamics.
Gamification takes game elements and enhances business processes. We define gamification as the use of game psychology, game dynamics and game mechanics in a business process for business results. In gamification, the end-user, a.k.a. your employee, learner or customer, stays in the business process and receives nudges and encouragement to stay engaged.
Is gamification right for your project?
What is the target audience or target for your gamification project?
(select the option most relevant to your scenario)My employees My learners My customers My application
What is a gamification strategy?
A strategy is a plan of action created to achieve a long-term goal. Introducing gamification into your organisation is often a change management program meaning that you want to replace some unwanted behaviours with desired behaviours. That is why our gamification strategy work starts with understanding the goals you have in mind and the current picture. We also want to map out what success looks like for you.
For us to be able to design a strategy we will therefore insist on speaking with your target audience (both when they are employees and customers). We want to understand why they do the things they do right now and what would motivate them to change. By talking to them in surveys, interviews and/or focus groups we learn their language and we pick up their habits.
What is a gamification design?
Gamification design for us consists out of the following components:
- A high-level concept: a theme, narrative and vision for the design
- A visual storyboard: visual representation of initially the high-level concept and as the gamification design progresses an increased view of the final product.
- A detailed gamification design document (ready for a developer to start implementing the work)
All the steps in our gamification design process are iterative, meaning that there will be several reviews, additions before we reach the final product. We work in an agile manner which means we can prioritise what is considered most vital as and when we see it.
Our end-to-end solution also includes the development phase for our design. We also recommend our game plan after the first go-live so that you can keep the design working as intended and we, in that case, are your data review team which will recommend and implement changes as we see behaviour drop or change.
Book your strategy consultation
We recommend that you book a paid strategy session with us to explore the possibilities for you:
After payment is accepted, you will be sent to a diary booking link to schedule in your time. Please make sure you leave your contact details, so An can call you at the arranged time.
Our process is as follows:
1. Define your most important business goals, to make sure we can measure them getting achieved throughout the gamification process.
2. Zone in on your target audience, what do they naturally do already, how can you encourage them with positive and intrinsic motivation factors, how this translates into your gamification design
3. Create a meaningful experience. We identify the epic meaning and the look and feel of the experience, should it be mysterious, adventurous, or tying in with other brand values you may already be working with.
4. Delve into the game mechanic toolkit and see which of these would work with your audience, your goal and the experience you want to create.
5. Test your game design with a pilot group, adapting the design based on the feedback we get, until we’re all happy with the results and go live to your designated group.
We’ve gone through a lot of effort to make this process as smooth as possible, because we know from experience getting your Gamification Design right first is absolutely critical.
Gamification works when Gamification Design is well thought out. You can clearly see this when you look through sample implementations.
Only after step 4 in our process, we’d even consider going shopping around for platform vendors. In short, we do NOT recommend going technology first without a working design.
We want you to be confident by having a solid strategy first so that when it comes to selecting vendors you have a strong vision and can be very clear on what you need and want.
This Design First approach will save you a LOT of money.
We’ve seen it happen time and again.
…and when you’re ready, contact us directly for a no-obligation chat about Gamification Design for your business.
Simply fill out the form below and we’ll get back to you.
Looking forward to creating your gamification roadmap!
Founder of Gamification Nation