The document discusses game design mechanics (MDA framework) and their application to a cafe loyalty program. It describes several game mechanics including points that can be earned and redeemed (mileage system), levels and badges to recognize membership status, challenges and quests to drive customer engagement (events), and social engagement loops through social media. It also discusses dynamics like onboarding guides for new customers, leaderboards to recognize frequent customers, and how these mechanics can improve customer satisfaction and store sales.

2. INDEX

3. Introduction
MDA Framework : used in game design
Mechanics : Functional elements or rules of the game.
Dynamics : Interaction of Mechanics on player(s)
Aesthetics : Emotional response by player(s)
Mechanics
Dynamics
Aesthetics

4. Introduction
Game Mechanics
Game Mechanics :
Methods and style designed for player’s interaction with Game
1. Points : cash, number of followers, coin, skill points…
2. Levels : expresses the rating of players
3. Leaderboards : Location of the acquired point.
4. Badges : expressed about class.(≒levels)
5. Challenges/quests : Target for players
6. Onboarding : Guide to beginners for more productivity design.
7. Engagement loops : Enthusiasm about Game.

5. Introduction
1. Points : Redeemable points – “earn and burn”
[Mileage system]
- Earn of classification.
- Use of Mileage point.

6. Introduction
2. Levels + 3. Badges
: Enduring leveling system and Symbolic card.(≒badges)
[Membership system]
(1) General Members
-
Qualification : All Membership customer.
-
Benefits : Mileage of 2%.(Spending)
(2) Excellence Members
-
Qualification : Utilization of 30times.
-
Benefits : Providing gift cards.(≒$3)
*** Various members card

7. Introduction
(3) VIP Members
-
Qualification : (Maintenance of 1 year)
More than $20 cumulative mileage.
-
Benefits : Mileage of 2%.(Spending),
Providing gift card.(≒$5) …
(4) VVIP Members
-
Qualification : (Maintenance of 1 year)
More than $50 cumulative mileage.
-
Benefits : Mileage of 2%.(Spending),
Providing gift card of 2times.(≒$5) …
*** Various members card

8. Introduction
4. Challenges/quests : Event system
-
Event -> customer interest -> Revisit and engagement
[Head office by Event]
Ex) Blogging on movie poster.(or menu)
[Store by Event]
Ex) First-come first-served event.(visit the store)

9. Introduction
5. Engagement loops : Social Engagement Loops
Social Event
Customer
Customer
revisit
social action
Providing
goods

10. Introduction
5. Engagement loops : Social Engagement Loops
- Events through Facebook pages or other SNS locations
- Various CSR events (***Corporate Social Responsibility)

11. Introduction
1. Onboarding system :
“Recommendation Manual for Beginner(customer)”
-
Explanation of cafe menu
(Because of Difficulty in selecting the menu)
Ex) Costumer likes the sweet taste -> Vanilla Latte.
Manual
for beginner
Recommended
menu ,
Easy selection
Customer
satisfaction

12. Introduction
2. Leaderboards :
“Store by Leaderboards” (Number of visits)
-> Providing goods.(According to number)
Store by
Customer
leaderboards
interest
Frequent
visits of one
store
An upward
in sales

13. Reference
[Book]
- Gamification by Design
[Web site]
- http://www.caffebene.co.kr
- www.facebook.com/caffebene