WHEN IN NEED FOR

Viewing users or shoppers as gamers does not mean turning every interaction into a game; above all, it implies a different approach towards designing for autonomy, interaction and engagement.

A new language for a new generation

Games have become a widespread phenomenon, and are the language of a new generation of users. Nowadays, games are a 'living' service with continuous updates impacting hundreds of millions of users.

Gamification is a strategic attempt to enhance systems, services, organisations and activities by creating experiences similar to those experienced when playing games in order to motivate and engage users. This is generally accomplished through the application of game-design elements and game principles (dynamics and mechanics) in non-game contexts.

A magic circle

In game-design thinking, it's all about the art and science of engaging customers on a compelling path to mastery. Gamified experiences are constructed by the interrelation of four basic elements: game mechanics, story, arena, and player(s). The experience that emerges is referred to as the 'magic circle' .

Embrace your user: They are the experts of their own experience

In game design, bringing an experience to life is called 'finding the fun'. And what that really means is to build engagement from the inside out. In other words: don't start with your onboarding journey, or your mastery flow; start with the core bit of value, that core bit of fun.

Playtesting one learning loop and activity

Then, build a prototype around your one core learning loop to find a repeatable, pleasurable activity that people are going to spend time on. If you build something simple that people can get better at, you're on the path to driving intrinsic engagement.