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.
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Function focused design
Designs focused on getting "job
done".
Underlying assumption: Humans will
do a job because they are required to.
Optimizes for "efficiency".
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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.
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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
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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
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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
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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
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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
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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
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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
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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