Gamification
in e-Commerce:
Strategies to Motivate
Consumers in Online
Shopping Crazes in China
by Xiao Chen
ion_shaw@hotm...
Xiao Chen
UX Designer
Hangzhou
China
Who knows about
Alibaba?
Others
Alibaba Group
Alipay
Alimama
Ju
Hua
Suan
eTao
TaobaoTmall
Alibaba.
com
Cloud
TaobaoTmall
Gamification and Motivation
Gamification in e-Commerce
Case Study:
Motivate Consumers in Online
Shopping Crazes in China
“Gamification is the use
of game elements and
game design techniques
in non-game contexts. ”
Gamification is not
just borrowing game
elements,
the key is to motivate
the target audience.
Check-In? No, to Get Blessing!
Deeply appreciate
the target audience
Define right
playing fields
Deploy appropriate
gamification mechanics
Design idealiz...
Gamification and Motivation
Gamification in e-Commerce
Case Study:
Motivate Consumers in Online
Shopping Crazes in China
Clear
StrongPurchasing Desire
Blur
Weak
ShoppingAims
Low
Motivation
Motivation
High
Gamification and Motivation
Case Study:
Motivate Consumers in Online
Shopping Crazes in China
Gamification in e-Commerce
Others
Alibaba Group
Alipay
Alimama
Ju
Hua
Suan
eTao
TaobaoTmall
Alibaba.
com
Cloud
Double 11
Promotion
Campaign
Double 12...
1. Audience
Ideal
Consumers1
Potential
Consumers2
Hard to
Obtain3
3 Categories of Customers
2: Playing Fields
Consumer
Motivations
Platform
Objectives
Objectives
of Online Shops
Consumer Motivations
Purchase products with low price
Discover interesting on-line stores
Enjoy the big shopping crazes
Business Objectives:
Online Stores
Promote their brands and stores
Increase volumes of trading
Store clearance to sell pro...
Business Objectives: Tmall
Stabilize its influence in
eCommerce industry
Increase volumes of trading
Help its online store...
Business Objectives: Taobao
Promote the mobile version
of Taobao
Spend the virtual currency
Increase volumes of trading
He...
Playing Fields
Consumer
Motivations
Objectives
of Platform
(Tmall)
Objectives
of Speciality
Stores
Business Objectives
Discover / Promote...
Consumer
Motivations
Objectives
of Platform
(Taobao)
Objectives
of Online Shops
Discover / Promote
Online Shops
Spend Out
...
3: Gamification Mechanics
For Gamification in e-Commerce,
Which Motivation Should Game
Elements Align With?
Intrinsic or Extrinsic?
!
Extrinsic
Motivation
Intrinsic
Motivation
Human Motivations
!
Bonus
Reward:
4: User Experience
Conclusion
Gamification for
e-Commerce Platform
Factors
Challenge low
Loyalty long and high
Social Media medium
Iterative
Improvement...
D
D
D
D
Deeply appreciate
the target audience
Define right playing fields
Deploy appropriate
gamification mechanics
Design...
DDDD
Deeply appreciate
the target audience
Define right playing fields
Deploy appropriate
gamification mechanics
Design id...
Thank You!
ion_shaw@hotmail.com
Gamificatiom in e-Commerce
Gamificatiom in e-Commerce
Gamificatiom in e-Commerce
Gamificatiom in e-Commerce
Gamificatiom in e-Commerce
Gamificatiom in e-Commerce
Gamificatiom in e-Commerce
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Gamificatiom in e-Commerce

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In order to analyze how gamification works in complicated business context, this presentation focuses on gamification in e-Commerce. 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

  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 Hangzhou China
  3. 3. Who knows about Alibaba?
  4. 4. Others Alibaba Group Alipay Alimama Ju Hua Suan eTao TaobaoTmall Alibaba. com Cloud TaobaoTmall
  5. 5. Gamification and Motivation Gamification in e-Commerce Case Study: Motivate Consumers in Online Shopping Crazes in China
  6. 6. “Gamification is the use of game elements and game design techniques in non-game contexts. ”
  7. 7. Gamification is not just borrowing game elements, the key is to motivate the target audience.
  8. 8. Check-In? No, to Get Blessing!
  9. 9. Deeply appreciate the target audience Define right playing fields Deploy appropriate gamification mechanics Design idealized user experiences
  10. 10. Gamification and Motivation Gamification in e-Commerce Case Study: Motivate Consumers in Online Shopping Crazes in China
  11. 11. Clear StrongPurchasing Desire Blur Weak ShoppingAims Low Motivation Motivation High
  12. 12. Gamification and Motivation Case Study: Motivate Consumers in Online Shopping Crazes in China Gamification in e-Commerce
  13. 13. Others Alibaba Group Alipay Alimama Ju Hua Suan eTao TaobaoTmall Alibaba. com Cloud Double 11 Promotion Campaign Double 12 Promotion Campaign
  14. 14. 1. Audience
  15. 15. Ideal Consumers1 Potential Consumers2 Hard to Obtain3 3 Categories of Customers
  16. 16. 2: Playing Fields
  17. 17. Consumer Motivations Platform Objectives Objectives of Online Shops
  18. 18. Consumer Motivations Purchase products with low price Discover interesting on-line stores Enjoy the big shopping crazes
  19. 19. Business Objectives: Online Stores Promote their brands and stores Increase volumes of trading Store clearance to sell products out of season
  20. 20. Business Objectives: Tmall Stabilize its influence in eCommerce industry Increase volumes of trading Help its online stores to spread their brands Increase advertisement income
  21. 21. 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
  22. 22. Playing Fields
  23. 23. 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
  24. 24. 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
  25. 25. 3: Gamification Mechanics
  26. 26. For Gamification in e-Commerce, Which Motivation Should Game Elements Align With? Intrinsic or Extrinsic? !
  27. 27. Extrinsic Motivation Intrinsic Motivation Human Motivations
  28. 28. ! Bonus Reward:
  29. 29. 4: User Experience
  30. 30. Conclusion
  31. 31. 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
  32. 32. D D D D Deeply appreciate the target audience Define right playing fields Deploy appropriate gamification mechanics Design idealized user experiences
  33. 33. DDDD Deeply appreciate the target audience Define right playing fields Deploy appropriate gamification mechanics Design idealized user experiences O C T O R
  34. 34. Thank You! ion_shaw@hotmail.com

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