Gamification Workshop-Jagriti Pande at Internshala X Design Jungle

Gamification for
Building Engaging Products
Jagriti Pande
Co-Founder at UX Gorilla and Design Jungle

Gamification for
Building Engaging Products
Better Solutions

The 1st January
The Story of Failed Resolutions
Gamiﬁcation for Building Engaging Product by Jagriti Pandettps://health.usnews.com/health-news/blogs/eat-run/articles/2015-12-29/why-80-percent-of-new-years-resolutions-fail

Why are you here?
On a Weekend
Gamiﬁcation for Building Engaging Product by Jagriti Pandettps://health.usnews.com/health-news/blogs/eat-run/articles/2015-12-29/why-80-percent-of-new-years-resolutions-fail

“ We all play games without
knowing that we are “
Gamiﬁcation for Building Engaging Product by Jagriti Pande
~ Jagriti Pande

Not all Games are Explicit, some
are Implicit

• Communities like Design Jungle, IDF
• The dynamics inside the companies
• Social Media Apps
• YOUR OWN LIFE

Design using Game elements

Design using Game elements
for human motivation

What is one thing you
will like to Gamify in
your Work or Life?

• Learning a Topic
• A Product you are building
• Waking Up Early or any other habit that you want to
adopt or kick oﬀ
• Employees Motivation
• Marketing a Product
• Dating Life 😉
Examples

THE OCTALYSIS FRAMEWORK
by You Kai Chou

Core Drive #1
Epic Meaning and Calling
Drive that goes beyond the self - being a part of something bigger

Here is to the crazy ones

• Apple empowers and celebrates people who are The
misfits, the rebels, the trouble makers , the round peg in
the square holes, the change makers
• The ones who feel they can change the world and
• They Think Different
• As a conscious decision, they did not include any of their
own product in the entire Think Different Campaign

Buy a Pair, Give a Pair

Webby Parker

Together we stand!

TOMS Shoes

#CommunityForCommunity
A Design Jungle Initiative

The Open Source Communities or
Projects
Wikipedia
Google Developer Group
Tensor Flow
Linux

Being the Chosen One

The Role Play Games with a backstory where you are the
one who has to save the world
https://www.gehealthcare.com/products/accessories-and-supplies/adventure-series-for-ct

Give deeper meaning and context of doing expected tasks
• Why sign up for your service or product?
• Why continue to use a certain product?
• Why should you kick oﬀ a bad habit

Challenge # 1
• How will you instill Epic Meaning and calling in solving the
problem you want to solve?
• Hint : Calling ; A story ; Social Good ; Community ; Being the
chosen one
Time - 05 minutes

Core Drive #2
Development & Accomplishment
There are no Games without Challenges

Good Games break down challenges into steps so that you
always feel that you are achieving something

• Core drive that motivates people to accomplish their goals,
focus on career path, learn new skills.
• Motivates by showing how far we have come and how
much we have grown

A good game has 3 components
• Obstacles
• Progress
• Accomplishment of Win State

The Cake that was too easy to make
General’s Mills Betty Crocker Cake
So Easy, I feel Guilty

Tell users they are progressing

The Progress Bar

The Language learning
App gives users badges
and virtual currency as
they level up their streaks
Duolingo
https://www.thedrum.com/news/2017/10/26/gamification-the-key-duolingo-success-says-product-manager-gilani-canvas-conference
https://medium.com/the-mission/3-things-i-learned-from-365-days-straight-on-duolingo-a54923ac9d9b

Give them rewards when they
achieve desired actions
We are wired to get to the win state
Every time we complete a task, we get a massive rush of endorphins

Using Points, badges,
Leaderboards

• The Quora’s - Most
popular writer
• Medium’s Top writer
• Amazon - Top 100
reviewer
• Stack Overﬂow Badges
• Karma Points at
Reddit

• They get status symbols because of the efforts they put in
to provide some value.
• Do not just give away Points or Badges for shallow things.
Users know it is for your own benefit
• Make them feel accomplished and smart- they made a
difference

Challenge # 2
• How will you instill the Core Drive 2- Feeling of
Accomplishment and Development in to the problem that
you want to Gamify
• Hint : Obstacle, Progress, Win State, Celebrating their wins
Time - 05 minutes

Core Drive #3
Empowerment of Creativity and Feedback
Being in the zone, when working/ doing becomes play,

• When we do something because of the creativity it requires
to solve a problem or create something
• Music, Writing, Building a product, creating a piece of art,
Strategy Games

Define Win State but not the journey

Gamers at crowdsourcing online puzzle game - FoldIt
demystiﬁed the functioning structure of protein responsible
for HIV growth in 10 days, something scientists have been
trying to decades
Crowdsourcing - Solving big problems together

• The Content Creation - Stories in Instagram, WhatsApp,
YouTube and Snapchat.
• Selling on Online Platform - creating a listing, getting sales
and running a business
• Medium, Quora, Kindle Publishing
• Bitmoji
Give them tools to create their own experience

Use it to give them an opportunity to play
During the pilot, the piano staircase led to an increase in
commuters taking the stairs by 66%.

Challenge # 3
• How will you instill the Core Drive 3- Empowerment of
Creativity and Feedback
• Hint : Win state but option to choose the path, unique
experiences, fun and engaging
Time - 05 minutes

Core Drive #4
Ownership and Possession
The pleasure derived from owning something

The Curious Case of Collectibles
Humans collecting things since the beginning of civilization. The need
to collect things before any impending danger
The Trump Cards, Baseball cards, the stickers are all great examples.
Complete a set of cards, monsters, Pokemon Go
https://kenthendricks.com/endowment-effect/ Gamiﬁcation for Building Engaging Product by Jagriti Pande

The Endowment Effect
• If given a choice to get something of similar value in exchange of something
we possess, we tend to keep what we have over getting something else.
• Pain of loosing > Joy of Getting
• We place a higher value on an object we are asked to give up, than on a
similar object we are asked to obtain even if both are of equal value /
importance.
https://kenthendricks.com/endowment-effect/

• Freemium - Make people feel they own it already
• The Trial Strategy
• The Money Back Guarantee

The IKEA Effect
We feel greater sense of ownership and
love towards things we build or co-create
DIY Furniture
Subway
The project you worked on
https://www.hbs.edu/faculty/Publication%20Files/11-091.pdf Gamiﬁcation for Building Engaging Product by Jagriti Pande

The Alfred Effect- The Loyalty of Users
When system customized according to your needs, you ﬁnd it
hard to switch
Example - Amazon’s personalized search engine ,
YouTube playlists
Google Search
JIRA

• But it is also the reason why people do not let go of
habits, beliefs - positive or negative ,Toxic Relationships
and identity.
• Becomes negative when used with black hat
motivations like scarcity and avoidance. Example staying
in a Toxic Relationship to avoid the drama , Renewing a
subscription or else you will loose complete access

Challenge # 4
• Joy an online meditation app that wants to increase its user
retention and engagement.
• How will you instill the Core Drive 4- Ownership and
Possession
• Hint : Making them attached but not insecure
Time - 05 minutes

Core Drive #5
Social Influence and Relatedness
The motivation driven by our social standing.
What others think, feel or do about us

It has both Positive and Negative Eﬀects
Casted out of the Society was a death sentence in
the pre-historic ages.

OPower works with utility companies to provide households with data on how much
energy they are consuming, how they match up with neighbors, and if they are close
to any new milestones. Led to saving over 1 Terawatt of Energy Savings in the world
which equates to $120 Mn and decrease in pollution if 100,000 cars oﬀ the road
To Learn and to compete with our peers
https://yukaichou.com/gamification-examples/top-10-gamification-examples-human-race/

• The Online Course Publishing Platform
• The Mentorship programs in Colleges and Corporates
• The Karma Points
• User Reviews considered more genuine than those by the experts
To teach and share Experiences

But Also drives negative
behavior

NEGATIVE

( What will other people think about us? )
Log Kya Kahenge Syndrome
NEGATIVE

( What will other people think about us? )
Log Kya Kahenge Syndrome
NEGATIVE
Sabki Pasand Nirma
( Everyone uses this product, so shall you - The Social Conformity )

Challenge # 5
• How will you instill the Core Drive 5- Social Inﬂuence and
Relatedness
• Hint : Ways to learn and compete from each other, share
with others and inﬂuence
Time - 05 minutes

Core Drive #6
Scarcity
If it is hard to get, it got to be good
The FOMO

Scarcity through exclusivity
Facebook of earlier days was open only for students of Harvard. Created a lot of buzz and hype
The IIT and IIM obsession in India few years back
The 30 under 30, the 40 under 40

Scarcity through time restriction
The Limited Edition
The Limited Oﬀers Sales

Perceived Difficulty and Value
Entrance Exams like IIT , IIM

Pay your way to escape scarcity
Storage space running out? Refer a friend or buy space
Pay extra for “express” delivery
Only limited features in Freemium Subscription

If something is too abundant,
people do not like it anymore
Imagine if GoT was telecasted as
Kyuki Saas Bhi Kabi Bahu Thi

Challenge # 6
• How will you instill the Core Drive 6- Scarcity
• Hint : Perceived Value ; Exclusivity
Time - 05 minutes

Core Drive #7
Unpredictability and Curiosity
What next?

Variable Reward
The eternal drive to seek thrill and novelty

Swipe Swipe
Swipe
What will be my match like?
Who can I match with?

That TV series you just Binge
Watched!

Infinite Scroll: The Web’s Slot
Machine
Like a loose slot machine, the inﬁnite scroll gives
users fast access to variable rewards. The feed that keeps getting updates

The Mystery Box

The Good ‘ol Lottery
The 100 Cashbacks in Paytm
The Amazon Quiz
The Wheel of Fortune
Fortune Cookies

Challenge # 7
• Joy an online meditation app that wants to increase its user
retention and engagement.
• How will you instill the Core Drive 7- Unpredictability and
Curiosity
• Hint : What user will not expect but will be happy to have,
try to combine it with a positive drive
Time - 05 minutes

Core Drive #8
Loss and Avoidance
Fear of loosing what I have earned till now- money/energy/reputation/belief /life

The Trap of Comfort Zone

Pointing a gun at the users -
Do what I say, or else
• The Online Learning Apps that take away the courses you paid for if you
do not renew the subscription
• The crops in the Farmvilla App used to die if the users did not come to
water them - Appointment Dynamic- keep coming back
• Make users resent the system. If given an opportunity and if fully
convinced, they will move out of the system

Facebook - Delete or Deactivate?

But if planned well, can help users do things they
don’t want but need - Bitter Medicine

The Life Insurance and the other insurances/
protection plans we buy and renew every
year

Games like Zombie Run where the users have
to run to not get caught by the Zombies

Snooze and Loose
Voluntary Extortion - Everytime
users hit Snooze Button,
money donated to a charity
they despise
https://interestingengineering.com/hitting-the-snooze-button-cost-money

The Duolingo Streak goes back
to 0, if the user misses to
complain the task
But they also give users an
option to repair the streak

But they give an option to
repair the streak ( overcome
the negative experience )

Challenge # 8
• Is there a way you can use the Core Drive 8 - Avoidance to
drive positive behavior?
• Hint : Think of tough love .
Time - 05 minutes

To Conclude
• With great power comes great responsibility
• Let’s build products that make users feel empowered not
guilty or tricked

White Hat Gamification
Feel Empowered and accomplished

Black Hat Gamification
Sense of Rush, urgency, Fear and Addiction.
To be applied in moderation and with a good intention

Share your Octalysis
Framework with 1
person next to you
Time - 10 minutes

Further Reading
• https://yukaichou.com/
• Actionable Gamification - Beyond Points, Badges and Leaderboards
• https://www.youtube.com/watch?v=yxpW2ltDNow
• Gamification By Design
• http://gamification-research.org/2014/08/flow/
• https://www.interaction-design.org/literature/topics/endowment-effect
• https://yukaichou.com/gamification-study/8-core-drives-gamification-4-
ownership-possession/

Thank you
Say Hello at
jagriti@uxgorilla.com
https://www.linkedin.com/in/jagritipande/

Gamification Workshop-Jagriti Pande at Internshala X Design Jungle

Recommended

Recommended

More Related Content

Recently uploaded

Recently uploaded (20)

Featured

Featured (20)

Gamification Workshop-Jagriti Pande at Internshala X Design Jungle