Creating products that meet user needs has become the de facto standard approach to design. Designers, trying to improve UX, are constantly looking for new techniques and approaches. One of the methods that have recently become popular is gamification. When we hear the term “gamification”, the first thing that comes to mind is game design. Although gamification and game design have a couple of similarities, they are not directly related. Gamification is a design technique based on the use of game mechanics outside of games. Properly implemented gamification improves user engagement and increases conversions.
In this article, I would like to dwell on the scenarios and mechanics of gamification and consider what cases are more effective for a certain scenario, and how the target audience influences its choice.
Let’s start with the fact that no matter what your target audience is and what scenario you choose, you need to remember that any game should have:
Simple rules for participation
We do everything necessary to ensure that the game has an easy entry, and simple and clear rules. Entering the game should not turn into an impossible quest. Even if a fellow worker starts it, he will have the feeling that the game is most likely much more difficult than the entry, and the desire to play further will completely disappear.
The gradual uprise of new rules
If you give the participant all the rules at once, there is a high probability that he will become confused or scared and will not participate. On the other hand, if the gameplay is too simple and nothing changes for a long time, people get bored and eventually their engagement decreases.
Presence of competition
The spirit of competition and the desire to take a leading position, to overtake a friend – this is what increases engagement at times. Here, competition is indispensable, while it must be healthy and consistent with the culture of the company. In order for gamification to give good results, in addition to defining and describing the target audience, and applying the basic principles of gamification, it is important to choose the right scenario.
What are the main factors influencing the choice of scenario?
- your target audience;
- KPIs that need to be improved through gamification;
Gamification scenarios in Robusta
This is a full-fledged game world that involves employees in continuous improvement. This scenario can be used for complex goal setting in terms of qualitative and quantitative indicators.
Here, you can involve a full record of the indicators for each employee – quantitative, qualitative, long-term and short-term, group and individual indicators, production and administrative goals, etc. Each employee installs a mobile application where a true virtual world unfolds, where each player “upgrades” his character: from clothes and weapons to opening new levels. By completing his work tasks, the employee receives points that can be exchanged for game “goodies” (weapons in the game, updating his game character, opening new levels in the game). Or exchange for corporate (often branded) gifts – if the employer provides such an opportunity.
This scenario is most often used to support the work of highly skilled teams. A real city or a map of a fairy-tale country appears in the mobile phone of your employees. Each building can represent a specific workshop, department or individual participant in production. The level and appearance of the building depend on the type and level of indicators. The higher the player’s business indicators, the more attractive his building is. Such a scenario not only motivates to improve personal performance, but also works to unite teams in achieving a common goal. The development of the entire city depends on the status of each of its buildings, which motivates teams to continuously increase their performance. Employees always see ratings for one or more indicators, they clearly understand where they are now, which helps them “accelerate” in order to get results. Here, we see several aspects – healthy competition, visual feedback, and game badges to encourage unique achievements.
This scenario is used to stimulate quantitative and qualitative, group and individual performance in teams. It adapts well to the same type of daily processes, it is simpler than the virtual world and the development of the city, but at the same time it is also full of game mechanics.
Here it is possible to visualize the implementation of group and individual plans for one or more indicators, take into account the results of quality control, support organizational changes, support and visualization of learning and testing processes.
This scenario is most often used for employees focused on the implementation of one or more plans within the frames of homogeneous actions.
Although simple, this is a great solution for stimulating quantitative indicators:
- QC results;
- speed of work;
- decrease in the percentage of flaw.
Employees in a simple and understandable way are displayed not only goals, but also the dynamics of their implementation in comparison with others online. Work for achievement turns into a fun competition. In addition, the employee here and now understands what the probability of receiving a bonus is, and what needs to be done to achieve a result. Most often, access is provided from workplace monitors or on a public monitor – for example, in a social lounge.
Absolutely all mechanics, scenarios and graphics of the game are adjusted to the tasks of a specific business model of a specific company. It is possible to choose a scenario depending on the business goals and tasks of gamification, individual solutions for the development of styles and visual components. Each solution adapts to the requirements, features and needs of the business.
What to do when implementing?
First of all, we define gamification goals, tracked KPIs and their priority. We collect available data from the client’s systems: operational data, distance and face-to-face courses, testing, visiting the system, reading materials, and more. Set up integration – automatic data update online. We create flexible ratings, team and individual. We develop game content: artifacts, badges, player and pet profiles. We choose game mechanics: arena and battles, Tamagotchi, farm, surprise chests, quizzes, city building, etc. The graphics and themes of the game are fully customizable. Together with the customer, we form “Bonus Cafeterias”: prizes and benefits that an employee can receive as a result of completing tasks. If necessary, we set up integration with online stores.
Why you should create games for your employees?
- you create a unique corporate virtual world that immediately captivates your employees. They see their tasks and each time they receive badges and bonuses for completing them, they learn how to work in a team by developing their city; they compete by upgrading their character, they begin to work better in the real world instantly receiving feedback in the game;
- this model of motivation is very easy to understand;
- employees on site can monitor their performance, and manage them;
- availability of results for management online gives the opportunity to control and make adjustments, additional motivation of employees, etc.