Gamificatiom in E-Commerce (Xiao Chen)

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Since 2010, gamification has started being popularized as the next big thing. But it is not simply replicating game elements to manipulate the target audience. The key is to drive engagement and actions. Companies need to deeply appreciate the characteristics of the people and the culture, develop suitable playing fields and game mechanics, and design idealized user experience.

In order to analyze how gamification works in complicated business context, this presentation focuses on gamification in e-Commerce. Firstly, factors that influence shopping motivation are analyzed, and the different applications of gamification for common purposes and for e-Commerce are compared. Secondly, a case study on gamification in the two biggest online ‘Shopping Sprees’ in China is presented. The detailed case study will inspire the attendees on how to define playing fields between player motivations and business objectives, how to choose game mechanics based on culture, and how to design game-like user experience to motivate the intended audience.

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Gamificatiom in E-Commerce (Xiao Chen)

  1. 1. Gamification in e-Commerce: Strategies to Motivate Consumers in Online Shopping Crazes in China by Xiao Chen ion_shaw@hotmail.com
  2. 2. Xiao Chen UX Designer
  3. 3. Xiao Chen UX Designer Hangzhou China
  4. 4. Who knows about Alibaba?
  5. 5. Open! O Sesame!
  6. 6. Others Alibaba Group Alipay Alimama Ju Hua Suan eTao TaobaoTmall Alibaba. com Cloud
  7. 7. Others Alibaba Group Alipay Alimama Ju Hua Suan eTao TaobaoTmall Alibaba. com Cloud Tmall
  8. 8. Others Alibaba Group Alipay Alimama Ju Hua Suan eTao TaobaoTmall Alibaba. com Cloud TaobaoTmall
  9. 9. Gamification and Motivation Gamification in e-Commerce Case Study: Motivate Consumers in Online Shopping Crazes in China
  10. 10. Gamification and Motivation Gamification in e-Commerce Case Study: Motivate Consumers in Online Shopping Crazes in China
  11. 11. “Gamification is the use of game elements and game design techniques in non-game contexts. ”
  12. 12. 12 Beauties of Prince Yong
  13. 13. 12 Beauties of Prince Yong
  14. 14. Points Badges Leaderboards
  15. 15. Gamification is not just borrowing game elements, the key is to motivate the target audience.
  16. 16. Check-In? No, to Get Blessing!
  17. 17. Deeply appreciate the target audience Define right playing fields Deploy appropriate gamification mechanics Design idealized user experiences
  18. 18. Gamification and Motivation Gamification in e-Commerce Case Study: Motivate Consumers in Online Shopping Crazes in China
  19. 19. Clear StrongPurchasing Desire Blur Weak ShoppingAims Low Motivation Motivation High
  20. 20. Gamification and Motivation Case Study: Motivate Consumers in Online Shopping Crazes in China Gamification in e-Commerce
  21. 21. Others Alibaba Group Alimama Ju Hua Suan eTao Tmall Alibaba. com Cloud Double 11 Promotion Alipay Taobao
  22. 22. Others Alibaba Group Alipay Alimama Ju Hua Suan eTao TaobaoTmall Alibaba. com Cloud Double 11 Promotion Double 12 Promotion
  23. 23. 1. Audience
  24. 24. 3 Categories of Customers
  25. 25. Ideal Consumers1 3 Categories of Customers
  26. 26. Ideal Consumers1 Potential Consumers2 3 Categories of Customers
  27. 27. Ideal Consumers1 Potential Consumers2 Hard to Obtain3 3 Categories of Customers
  28. 28. Clear StrongPurchasing Desire Blur Weak ShoppingAims Low 1 3 Double 11 of Tmall Motivation 2 Motivation High
  29. 29. Motivation High Low Clear Purchasing Desire BlurShoppingAims 1 2 3 Double 12 of Taobao StrongWeak
  30. 30. 2: Playing Fields
  31. 31. Audience Motivations Business Objectives
  32. 32. Gamification in Enterprise Management
  33. 33. On Line Game Company
  34. 34. Players pay us money to play games; people have to drag them away to stop them from playing.
  35. 35. The company pays the employees incomes…
  36. 36. But they run away from the offices right after 6:00 pm!
  37. 37. Let me manage the company like operating a game!
  38. 38. Employees’ Motivations Employers’ Objectives Work Efficiency → Career Development Daily Work & Projects
  39. 39. Original Points Work Points Project Points Daily Work Project Work Bonus Project Bonus Promotion Points Promotion Salary Increase + + =
  40. 40. Original Points Work Points Project Points Daily Work Project Work Bonus Project Bonus Promotion Points Promotion Salary Increase + + =
  41. 41. Original Points Work Points Project Points Daily Work Project Work Bonus Project Bonus Promotion Points Promotion Salary Increase + + =
  42. 42. Employees’ Motivations Employers’ Objectives Daily Work & Projects Work Efficiency → Career Development
  43. 43. Employees’ Motivations Employers’ Objectives InnovationDaily Work & Projects Work Efficiency → Career Development
  44. 44. Employees’ Motivations Employers’ Objectives InnovationDaily Work & ProjectsProfessional Development Work Efficiency → Career Development
  45. 45. Audience Motivations Business Objectives
  46. 46. Consumer Motivations Platform Objectives Objectives of Online Shops
  47. 47. Consumer Motivations
  48. 48. Consumer Motivations Purchase products with low price
  49. 49. Consumer Motivations Purchase products with low price Discover interesting on-line stores
  50. 50. Consumer Motivations Purchase products with low price Discover interesting on-line stores Enjoy the big shopping crazes
  51. 51. Business Objectives: Online Stores
  52. 52. Business Objectives: Online Stores Increase volumes of trading
  53. 53. Business Objectives: Online Stores Promote their brands and stores Increase volumes of trading
  54. 54. Business Objectives: Online Stores Promote their brands and stores Increase volumes of trading Store clearance to sell products out of season
  55. 55. Business Objectives: Tmall Increase volumes of trading Help its online stores to spread their brands
  56. 56. Business Objectives: Tmall Stabilize its influence in eCommerce industry Increase volumes of trading Help its online stores to spread their brands
  57. 57. Business Objectives: Tmall Stabilize its influence in eCommerce industry Increase volumes of trading Help its online stores to spread their brands Increase advertisement income
  58. 58. Business Objectives: Taobao Increase volumes of trading Help its online stores to spread their brands
  59. 59. Business Objectives: Taobao Promote the mobile version of Taobao Increase volumes of trading Help its online stores to spread their brands
  60. 60. Business Objectives: Taobao Promote the mobile version of Taobao Increase volumes of trading Help its online stores to spread their brands Tao Gold
  61. 61. Business Objectives: Taobao Promote the mobile version of Taobao Spend the virtual currency Increase volumes of trading Help its online stores to spread their brands
  62. 62. Consumer Motivations Objectives of Platform (Tmall) Objectives of Speciality Stores Business Objectives Discover / Promote Brands Purchase / Sell out Products with low prices Increase Turnovers Advertise Brads Tmall’s Double 11
  63. 63. Consumer Motivations Objectives of Platform (Taobao) Objectives of Online Shops Discover / Promote Online Shops Spend Out Virtual Currency Promote Sales Business Objectives Popularize Designer Brands Purchase / Sell out Cheap Goods Taobao’s Double 12
  64. 64. Playing Fields
  65. 65. Playing Fields
  66. 66. Playing Fields
  67. 67. Playing Fields
  68. 68. Playing Fields
  69. 69. Consumer Motivations Objectives of Platform (Tmall) Objectives of Speciality Stores Business Objectives Discover / Promote Brands Purchase / Sell out Products with low prices Increase Turnovers Advertise Brads Achieve Business Objectives by Satisfying All of the Consumer Motivations Playing Field
  70. 70. Consumer Motivations Objectives of Platform (Taobao) Objectives of Online Shops Discover / Promote Online Shops Spend Out Virtual Currency Promote Sales Achieve Business Objectives by Satisfying All of the Consumer Motivations Playing Field Business Objectives Popularize Designer Brands Purchase / Sell out Cheap Goods
  71. 71. 3: Gamification Mechanics
  72. 72. Extrinsic Motivation Intrinsic Motivation Human Motivations
  73. 73. For Gamification in e-Commerce, Which Motivation Should Game Elements Align With? Intrinsic or Extrinsic? !
  74. 74. Extrinsic Motivation Intrinsic Motivation Human Motivations
  75. 75. ! Bonus Reward:
  76. 76. 4: User Experience
  77. 77. http://www.tmall.com/go/act/tmall/2013-khc.php
  78. 78. Clear StrongPurchasing Desire Blur Weak ShoppingAims Low 1 3 Double 11 of Tmall Motivation 2 Motivation High
  79. 79. Consumer Motivations Objectives of Platform (Tmall) Objectives of Speciality Stores Business Objectives Discover / Promote Brands Purchase / Sell out Products with low prices Increase Turnovers Advertise Brads
  80. 80. = 10 Yuan
  81. 81. Conclusion
  82. 82. Gamification for e-Commerce Platform Factors Challenge low Loyalty long and high Social Media medium Iterative Improvement keep improving User Experience, Visual Design medium Driving Factors virtual currency, levels, points, etc. Gamification in e-Commerce Promotions low high but no need to be long important no need, next time there will be a new one very important bonus
  83. 83. D D D D Deeply appreciate the target audience Define right playing fields Deploy appropriate gamification mechanics Design idealized user experiences
  84. 84. DDDD Deeply appreciate the target audience Define right playing fields Deploy appropriate gamification mechanics Design idealized user experiences O C T O R
  85. 85. DDDD Deeply appreciate the target audience Define right playing fields Deploy appropriate gamification mechanics Design idealized user experiences O C T O R
  86. 86. DDDD Deeply appreciate the target audience Define right playing fields Deploy appropriate gamification mechanics Design idealized user experiences O C T O R
  87. 87. Thank You! ion_shaw@hotmail.com
  88. 88. Questions? Comments?

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