Gamification - Game hóa để tạo động lực
- 1. Gamification Solution to 'Human Motivation' "Craft of deriving all the fun and engaging elements found in the games and applying them to real-world and productive activies" Type something Examples Points: Points system helps the users to measure their success. Game mechanics Challenge: Challenges make people feel the value of their achievements. Rewards: Any accomplishment should be rewarded. A badge, a like, a place on the leaderboard. Rewards should provide value. User journey: The user should feel like a real player starting a personal journey of the product usage. Goal: The goal provides players with a sense of purpose and motivation. Function focused design Designs focused on getting "job done". Underlying assumption: Humans will do a job because they are required to. Optimizes for "efficiency". Human focused design Designs focused on human behavior. Underlying assumption: Humans have feelings, insecurities and reasons about why they want or don't want to do a certain thing. Optimizes for "feelings, motivation and engagement".
- 2. Octalysis Framework 1. Epic meaning & Calling Humans have need or the urge to be a part of something much bigger than just themselves. When this drive is activated, participants feel that they are the 'chosen ones' and will take action not because it necessarily benefits them directly, but because it makes them feel special. Examples : Linkedin- Top voices Quora Wikipedia Sharechat 2. Development & Accomplishment Humans are driven by a sense of growth towards a goal and accomplishing it while overcoming challenges. Points, badges, progress bar & leadership board. Examples : Duolingo Goodreads Fitbit 3. Empowerment of creativity & Feedback Humans not only want ways to express and experiment their creativity, but they need to be able to see the results of their creativity, receive feedback/ reactions and respond to them. Instant feedback, real-time control Examples : Instagram Tik Tok YouTube Minecraft 4. Ownership & Possession Humans feel motivated because they feel like they 'own' something. When we “own” something, we naturally want to protect, improve, or increase that thing. Virtual goods, Avatar Examples : Cred Farmville Slicemoney Pokemon Go 5. Social influences & Relatedness What sense of accomplishment could we truly feel without a frame of reference? Without comparison, competition, progressing, coveting? Drive that draws us close to people, places, or events that we can relate to. Group quests, social treasures Examples : Paperboat Aamras Saregama Caravan 6. Unpredictability & Curiosity Drive to find out what will happen next. Unpredictability is a powerful force in motivating people to keep pressing on until they have clarified the unknown. Examples : Googlepay - Scratchcards Amazon - Spin the wheel Ebay auctions 7. Loss & Avoidance Avoidance and loss motivate through the fear of losing something or having an undesirable event occur. It's powerful to offer an incentive upfront and then threatening to take it away. FOMO punch, progress loss Examples : Duolingo - Streaks Black Friday 8. Scarcity & impatience The longing for something, simply because it is scarce, exclusive, or immediately unattainable. Humans are motivated to act with a sense of urgency Price pacing, Count down timer Examples : Amazon - Lightening deal Nykaa - Deal of the day Google pay - Stamp wali Diwali