Driving Positive Design Through Gamification: Avoid The Wrong Turn
To children and adults alike, games are a source of fun and entertainment that also encourage us to set goals, learn, challenge ourselves and interact with one another. The idea of using game elements in other contexts is not a new one: as a design methodology, it's called gamification.
What is Gamification?
Make no mistake, games and gamification are not the same thing. Games are fun forms of competitive play with fancy graphics and elaborate storylines. Gamification is about adding gaming elements into traditionally non-gaming contexts to enhance user engagement and experience. It's a powerful tool that allows designers to weave fun features into a product, content, service, system or organisation so that users can enjoy them more.
Typical fun and addictive gaming elements used in gamification can include points, badges, leaderboards, avatars, virtual currencies, challenges or streaks, progress bars, social interactions, etc. These elements are often crafted into real-world environments to drive beneficial lifestyle changes, self-improvement and increase motivation. When done right, gamification can significantly increase user engagement and retention, and can have a positive impact on multiple levels.
Took A Wrong Turn – When Gamification Doesn't Quite Win
The concept of gamification hit the mainstream in 2009 with the success of Foursquare and became quite the buzzword after Gartner added it to their 2011 Hype Cycle list. This drove a massive interest in what gamification can do and for several years following, many chased the hype of an emerging technology without fully understanding it.
Gamification isn't as simple as inserting leaderboards, badges and points into a system to motivate people. The presence of gamification elements doesn't automatically make things fun. Misconstruing how to implement gamification appropriately is why a large amount of gamification projects fail.
Common pitfalls
- Overdoing game features, which overrides the original purpose of a project and means users aren't incentivized.
- Manipulating users into using something rather than giving them the right sort of motivation. As an example, accumulating likes and followers on social media platforms are a gamification element. But it can quickly turn manipulative and unconstructive when people begin doing anything and everything for just one more like or follower. It encourages the feeling that you're forced to present a certain image with many likes and followers, or you won't succeed.
- Highlighting failures and discouraging users. Wuppermann Steel's idea to start a friendly competition that rated worker's efficacy and safety records with an individual scoring structure backfired. The system focused on poor performance, which was demoralising and created frustration in the workplace environment.
- Gaps between gamification elements and rewards, or the bar to receive interesting rewards with added value is too high. Frequent flyer programs incorporate gamification elements with the collection of points or miles, but their inclusion doesn't add fun or increase engagement in the experience. The threshold to receive rewards is also very high, which discourages infrequent travellers from even signing up.
- Assuming gamification is a 'this makes everything good' sauce. Gamification won't cover up a poorly implemented or designed product, service or experience. Unless it's functional, usable and engaging, users can't complete tasks and won't use the product.
Gamification is difficult and complex to implement, but can produce significant results when done right and really drive design forward in positive ways. In our next article, we lay out the steps that will help you to avoid these pitfalls and lead you to a successful gamification implementation. Look forward to finding out how you can enhance user experiences and environments with fun and positive changes.
