This submission covers the user experience of visiting the local 'Number Eight' Board Game Cafe. The cafe is run by tabletop game enthusiasts and is a place where people not only buy games, but come together to play games while enjoying snacks and drinks. One of the main challenges they face is attracting customers during weekdays that currently can be very quiet compared to the weekends.

1. Gabriel Goh
Submission Level 1 Octalysis Certificate
27/8/2020

2. Number Eight Board Game Cafe
I used to work as a part-time game master at this
café for almost a year and I would like to use it as a case
study for this project submission.
This place is run by a team of boardgame lovers.
Here, customers get to play different boardgames with the
assistance of game masters. Food and drinks are being
served as well.
Over the past year, what I observed is that the
business of this café was fluctuating. The business is pretty
okay on the weekends, but it can be really quiet during the
weekdays. Besides that, the experience that we provide can
be quite repetitive and linear over time.
Hence, I am excited to boost the café sales and
improve the customer experience from the lens of Octalysis!

3. Table of Contents
1. Octalysis Strategy Dashboard
• Business Metrics
• Player Types
• Desired Actions
2. Analysis of the Current Experience
3. Brainstorming

4. Business Metrics

5. Business Metrics
1. Revenue
2. Number of return customers
3. Customer engagement level
• Measured by the duration they spend at the café
4. Number of new customers

6. Player Types
The customer

7. • Serious Mom: Play boardgames occasionally. Prefer to spend their time in achieving new milestones/goals in life.
• Competitive Bro: Competitive players who love to play boardgames and driven to win every time.
• Caring Dad: Play only when they are with their friends/ family. They enjoy the moments of having fun with one another.
• Geeky Sis: Players who love to play boardgames just to enjoy the process of play.
Regular playersCasual players
Extrinsic driven (People who are driven by results and external rewards)
Intrinsic driven (People who prefer to enjoy the process)
Competitive Bro
Geeky SisCaring Dad
Serious Mom

8. Regular playersCasual Players
Competitive Bro
Geeky Sis
Serious Mom
Caring Dad
1 3
2 3
Extrinsic driven
Intrinsic driven

9. Important Player Types
• Serious Mom and Caring Dad are selected as important player types due to high
population among the customers in the past.
• Most of them only visit when they wanted to have bonding sessions with their
friends/ family members.
• Hence, the goal of this project is to convert them from casual players to regular
players.

10. Player Types – Serious Mom
• Be the best in doing
everything is their mantra
• Attempt different methods in winning a
game
• Feel empowered in making decisions on
what game to play next
• Brag about their victories
• Want to appear competent to peers
• Step out of their comfort
zones occasionally to try different
genres of games
• Fear of losing to others
• Fear of appearing incompetent
• Driven to win as many games as
possible
• Constantly track their progresses in
games
• Take strong ownership of the end results
• Like to collect boardgames
• Driven to buy boardgames that
only left one on the shelf
High: CD 2, CD 4, CD 8
Medium: CD 1, CD 5, CD 3
Low: CD 6, CD 7

11. Player Types – Caring Dad
• Eager to create meaningful interactions
with others while playing
• Enjoy the process of play
• Like to explore different ways of
playing in the same game
• Make meaningful choices in the
games
• Prefer to spend time with their loved one
• Prefer collaborations with others in the
games rather than competitions
• Comfortable with playing luck-based
games
• Fear of getting bored in a game
• Afraid of losing connections with
others
• Feel accomplished when everyone
had a good time
• Have attachment to boardgames that
they like
• Challenge games that played by
very little people
High: CD 1, CD 5, CD 3
Medium: CD 8, CD 6, CD 7
Low: CD 2, CD 4

12. Desired Actions

13. Scaffolding Phase
• Visit the café every week
• Spend more than 2 hours at the café
• Order food and drinks
• Rent boardgames
• Buy boardgames
• Share the moments at the café on respective social medias
• Tag the café on respective social medias
• Promote the café through word of mouth

14. Analysis of the
Current Experience

15. • Get to spend quality time
with family and friends
• Play a role as a good
friend/ family member
• The process of figuring out
how to win the games
• Meaningful choices: Get to
decide what games to play next
• Competitions between players (within
the group)
• Collaborations between players (within
the group)
• A collection of 200+ boardgames
available for them to explore
• Afraid of losing games
• Fear of appearing stupid in front of
game masters
• FOMO when friends are
hanging out together
• Winning games
• Assistance of game masters make the
customers learn the games faster
• Alfred Effect: Game masters
will suggest specific games if they
are regular customers
• Identity of a regular customer: Will be
recognised by the game masters
• Limited seats (have to be on waiting list
if full house) - Anti CD
• Limited big tables (customers
who come in big groups have to split
up) - Anti CD
• Fixed operation hours

16. Current Experience Analysis vs Important Player Types
By comparing the current experience with the important player types, the following have been identified:
• The current experience is high in CD 2 & CD 5 (which is good) as they are the main motivators for both player types.
• CD 4 is low in the current experience and it needs to be improved as it is a strong motivator for Serious Mom.
• CD 1, CD 3 & CD 8 are required to be enhanced as well.
Current Experience
(High: CD 2 & 5, Low: CD 4 & 6)
Serious Mom Caring Dad

17. Brainstorming

18. Name Description CD
Orphan Heroes The café will donate a new boardgame to an orphanage home for every 30 visits. 1
Monthly Tournament A boardgame is selected every month. The game masters will record the customers’
scores on the leaderboard, which opens for everyone to challenge. Monthly winner
will be rewarded.
2, 5
Challenge the GM Tired of playing with friends? Customers can choose to challenge the game masters
to win exclusive rewards.
2, 3
Free Membership Signing up for membership allows the customers to collect points upon every visit,
which can be used to redeem free sessions and boardgames.
4, 8
Membership Levelling By levelling up their memberships, customers can collect points faster (booster) and
have access to certain privileges.
3, 4, 6
Exclusive Merchandise Customers get to collect exclusive merchandise for every 4-week visit streaks (Visit
the café at least once a week, 4 weeks continuously).
4, 7, 8

19. Name Description CD
Let’s Play Together Customers are encouraged to play with another group of customers (strangers).
If this happens, both groups get to enjoy 10% discount off their total bills.
5
Friendship Wednesday Customers who bring new friends on Wednesday will get to earn 3x points. 5, 2
Lucky 8 Customers get to collect 2x points if they visit the café on the 8th of every month. 6, 3, 8
Birthday Privileges Customers can enjoy a free session and receive a complimentary cake if they visit the
café on their birthdays.
6, 2
Weekly Lucky Draw Every week, there will be a lucky draw and the customers need to spend at least 3
hours at the café to participate. The lucky winner will be notified and receive 2 free
sessions.
7, 8
Easter Eggs The café will post Easter Eggs on it’s respective social medias from time to time.
Customers can claim free drink if they manage to figure out the Easter Eggs.
7, 2

20. Word of Thanks
I would like to thank Yu-Kai and Chris for their
wonderful guidance. I am fortunate for the
opportunity to meet like-minded people in the
Masterclass community.
I would also want to thank my fellow colleagues,
Sufiz and Kerry for checking my submission and
providing constructive feedback.
Lastly, special thanks to the owners of Number Eight
Boardgame Café for allowing me to use their café as
the case study for this submission.