Swedbank Workshop at GWMSTHLM 2015
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The document discusses motivating young adults ages 18-35 to learn more about insurance through gamification. It notes that insurance companies currently use avoidance marketing, focusing on negative outcomes like getting old or a house being destroyed. The challenge presented is for teams to come up with gamified scenarios that deploy core human drives like meaning, accomplishment, and belonging to make interacting with and learning about insurance a more positive and fun experience for young people. Teams will then present their concepts and argue how their idea could successfully motivate young adults.
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Swedbank Workshop at GWMSTHLM 2015
- 1. YOUNG PEOPLE AND INSURANCES ”How do you motivate young people to invest in insurances?” Linnea Forsberg & Jan Bidner
- 2. • Master thesis: How can we motivate young adults to learn more about insurances by using gamification? 18-35 yrs
- 4. How do you move from this… Shake out you Saldo
- 5. …to this?
- 6. This is how insurances generally are promoted BETTER WATCH OUT!!!!
- 7. Both Insurance and Security Companies work with AVOIDANCE
- 8. Talks to your lowest basal needs
- 9. When you are young
- 10. And Immortal
- 11. Last thing you want think about… Is getting old…
- 12. …having your house wrecked
- 13. …or being let go
- 14. Why would you lock away… ….YOUR MONEY FOR FUTURE USE? WTF?! YOLO!
- 16. COULD Be the way forward?
- 18. From negative to positive drives • How do you make thinking about insurances a more positive experience? • How do you make it more interactive? • What virtual economy is motivating? • How can you be social about your insurance situation? • What would appeal and make it fun?
- 19. How do we make it about… Self actualization Meaning Autonomy Socializing Belonging EmpowermentAccomplishment
- 20. Could we actually make it fun?
- 21. THE CHALLENGE • Teams of 3-4 peeps • Come up with gamified scenario that motivates young people to interact w Swedbank about insurances. • What core drives would you deploy? Why? • What game mechanics would be suitable? Why? • How do we make it more fun and less scary?
- 22. ROUNDS OF PRESENTATION • Short description of scenario • Simple sketches • What core drives / game mechanics? • Argue why this would work.
- 23. Gamification WS template (1/2) Group names:________________________________ • Core drives:_________________________________ • Game mechanics:____________________________ • Name of idea:_______________________________ • Concept description: ___________________________________________ ___________________________________________ ___________________________________________ ___________________________________________ ___________________________________________ ___________________________________________
- 24. • Scenario sketches (Optional) Gamification WS template (2/2) Group names:________________________________