Gamificatiom in E-Commerce (Xiao Chen)

1. Gamification in e-Commerce: Strategies to Motivate Consumers in Online Shopping Crazes in China by Xiao Chen ion_shaw@hotmail.com

2. Xiao Chen UX Designer

3. Xiao Chen UX Designer Hangzhou China

4. Who knows about Alibaba?

5. Open! O Sesame!

6. Others Alibaba Group Alipay Alimama Ju Hua Suan eTao TaobaoTmall Alibaba. com Cloud

7. Others Alibaba Group Alipay Alimama Ju Hua Suan eTao TaobaoTmall Alibaba. com Cloud Tmall

8. Others Alibaba Group Alipay Alimama Ju Hua Suan eTao TaobaoTmall Alibaba. com Cloud TaobaoTmall

9. Gamification and Motivation Gamification in e-Commerce Case Study: Motivate Consumers in Online Shopping Crazes in China

11. “Gamification is the use of game elements and game design techniques in non-game contexts. ”

12. 12 Beauties of Prince Yong

13. 12 Beauties of Prince Yong

14. Points Badges Leaderboards

15. Gamification is not just borrowing game elements, the key is to motivate the target audience.

16. Check-In? No, to Get Blessing!

17. Deeply appreciate the target audience Define right playing fields Deploy appropriate gamification mechanics Design idealized user experiences

19. Clear StrongPurchasing Desire Blur Weak ShoppingAims Low Motivation Motivation High

20. Gamification and Motivation Case Study: Motivate Consumers in Online Shopping Crazes in China Gamification in e-Commerce

21. Others Alibaba Group Alimama Ju Hua Suan eTao Tmall Alibaba. com Cloud Double 11 Promotion Alipay Taobao

22. Others Alibaba Group Alipay Alimama Ju Hua Suan eTao TaobaoTmall Alibaba. com Cloud Double 11 Promotion Double 12 Promotion

23. 1. Audience

24. 3 Categories of Customers

25. Ideal Consumers1 3 Categories of Customers

26. Ideal Consumers1 Potential Consumers2 3 Categories of Customers

27. Ideal Consumers1 Potential Consumers2 Hard to Obtain3 3 Categories of Customers

28. Clear StrongPurchasing Desire Blur Weak ShoppingAims Low 1 3 Double 11 of Tmall Motivation 2 Motivation High

29. Motivation High Low Clear Purchasing Desire BlurShoppingAims 1 2 3 Double 12 of Taobao StrongWeak

30. 2: Playing Fields

31. Audience Motivations Business Objectives

32. Gamification in Enterprise Management

33. On Line Game Company

34. Players pay us money to play games; people have to drag them away to stop them from playing.

35. The company pays the employees incomes…

36. But they run away from the offices right after 6:00 pm!

37. Let me manage the company like operating a game!

38. Employees’ Motivations Employers’ Objectives Work Efficiency → Career Development Daily Work & Projects

39. Original Points Work Points Project Points Daily Work Project Work Bonus Project Bonus Promotion Points Promotion Salary Increase + + =

42. Employees’ Motivations Employers’ Objectives Daily Work & Projects Work Efficiency → Career Development

43. Employees’ Motivations Employers’ Objectives InnovationDaily Work & Projects Work Efficiency → Career Development

44. Employees’ Motivations Employers’ Objectives InnovationDaily Work & ProjectsProfessional Development Work Efficiency → Career Development

45. Audience Motivations Business Objectives

46. Consumer Motivations Platform Objectives Objectives of Online Shops

47. Consumer Motivations

48. Consumer Motivations Purchase products with low price

49. Consumer Motivations Purchase products with low price Discover interesting on-line stores

50. Consumer Motivations Purchase products with low price Discover interesting on-line stores Enjoy the big shopping crazes

51. Business Objectives: Online Stores

52. Business Objectives: Online Stores Increase volumes of trading

53. Business Objectives: Online Stores Promote their brands and stores Increase volumes of trading

54. Business Objectives: Online Stores Promote their brands and stores Increase volumes of trading Store clearance to sell products out of season

55. Business Objectives: Tmall Increase volumes of trading Help its online stores to spread their brands

56. Business Objectives: Tmall Stabilize its influence in eCommerce industry Increase volumes of trading Help its online stores to spread their brands

57. Business Objectives: Tmall Stabilize its influence in eCommerce industry Increase volumes of trading Help its online stores to spread their brands Increase advertisement income

58. Business Objectives: Taobao Increase volumes of trading Help its online stores to spread their brands

59. Business Objectives: Taobao Promote the mobile version of Taobao Increase volumes of trading Help its online stores to spread their brands

60. Business Objectives: Taobao Promote the mobile version of Taobao Increase volumes of trading Help its online stores to spread their brands Tao Gold

61. Business Objectives: Taobao Promote the mobile version of Taobao Spend the virtual currency Increase volumes of trading Help its online stores to spread their brands

62. Consumer Motivations Objectives of Platform (Tmall) Objectives of Speciality Stores Business Objectives Discover / Promote Brands Purchase / Sell out Products with low prices Increase Turnovers Advertise Brads Tmall’s Double 11

63. Consumer Motivations Objectives of Platform (Taobao) Objectives of Online Shops Discover / Promote Online Shops Spend Out Virtual Currency Promote Sales Business Objectives Popularize Designer Brands Purchase / Sell out Cheap Goods Taobao’s Double 12

64. Playing Fields

65. Playing Fields

66. Playing Fields

67. Playing Fields

68. Playing Fields

69. Consumer Motivations Objectives of Platform (Tmall) Objectives of Speciality Stores Business Objectives Discover / Promote Brands Purchase / Sell out Products with low prices Increase Turnovers Advertise Brads Achieve Business Objectives by Satisfying All of the Consumer Motivations Playing Field

70. Consumer Motivations Objectives of Platform (Taobao) Objectives of Online Shops Discover / Promote Online Shops Spend Out Virtual Currency Promote Sales Achieve Business Objectives by Satisfying All of the Consumer Motivations Playing Field Business Objectives Popularize Designer Brands Purchase / Sell out Cheap Goods

71. 3: Gamification Mechanics

72. Extrinsic Motivation Intrinsic Motivation Human Motivations

73. For Gamification in e-Commerce, Which Motivation Should Game Elements Align With? Intrinsic or Extrinsic? !

74. Extrinsic Motivation Intrinsic Motivation Human Motivations

75. ! Bonus Reward:

76. 4: User Experience

77. http://www.tmall.com/go/act/tmall/2013-khc.php

78. Clear StrongPurchasing Desire Blur Weak ShoppingAims Low 1 3 Double 11 of Tmall Motivation 2 Motivation High

79. Consumer Motivations Objectives of Platform (Tmall) Objectives of Speciality Stores Business Objectives Discover / Promote Brands Purchase / Sell out Products with low prices Increase Turnovers Advertise Brads

80. = 10 Yuan

81. Conclusion

82. Gamification for e-Commerce Platform Factors Challenge low Loyalty long and high Social Media medium Iterative Improvement keep improving User Experience, Visual Design medium Driving Factors virtual currency, levels, points, etc. Gamification in e-Commerce Promotions low high but no need to be long important no need, next time there will be a new one very important bonus

83. D D D D Deeply appreciate the target audience Define right playing fields Deploy appropriate gamification mechanics Design idealized user experiences

84. DDDD Deeply appreciate the target audience Define right playing fields Deploy appropriate gamification mechanics Design idealized user experiences O C T O R

87. Thank You! ion_shaw@hotmail.com

88. Questions? Comments?

Gamificatiom in E-Commerce (Xiao Chen)

UXPA International

Gamificatiom in E-Commerce (Xiao Chen)