How Fintech Uses Gamification to Change User Behavior
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The document discusses using gamification to change user behavior for fintech services. It describes how education alone does not influence behavior change and that gamification can be more effective through engagement and progression loops. It outlines common user behaviors fintechs want to encourage, such as more transactions and inviting friends. The document also discusses triggers for behavior change according to the Fogg Behavior Model, which identifies motivation, ability and triggers as key factors. It emphasizes that gamification is most successful if it influences sustained behavior change even after the gamification elements are removed.
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How Fintech Uses Gamification to Change User Behavior
- 2. 2 Mohsen saeidi ◂ 17 years at Ansar Bank ◂ SME Banking services manager at Ansar Bank ◂ Gamification Certificate earned on December 20, 2015 ◂ IGA content writer ◂ Co-founder of WillBeeen startup(failed) https://www.linkedin.com/in/mohsensaeidi @msnsaeidi
- 3. Banking and payment in Iran 3 Traditional Banking Online Banking ATM Mobile and Internet Banking PSP and Payments App (Internet and USSD) Fintech Digital Banking
- 4. Fintechs 4 ◂ Payment ◂ Money Management ◂ Insurtech ◂ Lending ◂ Everyday Banking ◂ International Money Transfer ◂ Cryptocurrency ◂ Wealthtech ◂ regtech
- 5. 5 Fintech problems in iran ● Unfamiliarity with fintech Services ● Provide all banking services at Mobile and Internet Bank ● Payments are dominated by PSP ● Regulatory ● Mistrust ● Value proposition
- 6. 1. What is the behavior How to change it ???
- 7. “ Information or education does very little to influence behavior change. If that worked, no one would be texting while driving on our roads today. 7
- 8. what behaviors does fintech expect from users ◂ More transaction ◂ engagement ◂ Invite friends ◂ And ... 8
- 9. Gamification The ideal and truly successful Gamification is one where at least a single person continues the encouraged behavior long after the Gamification is ended. 9
- 10. 1. Engagement loops 2. Progression loops 3. Good trigger Behavior change in gamification 10
- 12. Progression loops 12 ● Discovery ● Onboarding ● Scaffolding ● End game (mastery)
- 13. Discovery - driver and mechanic example 13 1 2 3 4
- 15. FOGG behavior model 15 Motivation : Sensation, Anticipation, Belonging Ability: Time, Money, Physical Effort, thought, Social deviance, Non-routine, Trigger : Spark, facilitator, signal
- 16. 16 Hooked
- 17. Empathy Empathy is the experience of understanding another person's thoughts, feelings, and condition from their point of view, rather than from your own
- 18. Thanks! 18 Winner Makes mistakes and says: 'I was wrong.' Loser Says: 'It wasn't my fault'