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Fintech users
behavior change
with
GAMIFICATION
2
Mohsen saeidi
◂ 17 years at Ansar Bank
◂ SME Banking services manager
at Ansar Bank
◂ Gamification Certificate earned on...
Banking and payment in Iran
3
Traditional
Banking
Online
Banking
ATM
Mobile and
Internet
Banking
PSP and
Payments App
(Int...
Fintechs
4
◂ Payment
◂ Money Management
◂ Insurtech
◂ Lending
◂ Everyday Banking
◂ International Money Transfer
◂ Cryptocu...
5
Fintech problems in iran
● Unfamiliarity with fintech Services
● Provide all banking services
at Mobile and Internet Ban...
1.
What is the
behavior
How to change it ???
“ Information or education
does very little to influence
behavior change. If that
worked, no one would be
texting while dr...
what behaviors does
fintech expect from users
◂ More transaction
◂ engagement
◂ Invite friends
◂ And ...
8
Gamification
The ideal and truly successful
Gamification is one where at
least a single person continues
the encouraged be...
1. Engagement loops
2. Progression loops
3. Good trigger
Behavior change in gamification
10
Engagement
loops
11
Progression loops
12
● Discovery
● Onboarding
● Scaffolding
● End game (mastery)
Discovery - driver and mechanic example
13
1 2 3 4
FOGG behavior model
14
FOGG behavior model
15
Motivation :
Sensation, Anticipation, Belonging
Ability:
Time, Money, Physical Effort, thought, Soc...
16
Hooked
Empathy
Empathy is the experience
of understanding another
person's thoughts, feelings,
and condition from their
point of ...
Thanks!
18
Winner Makes mistakes and says: 'I was wrong.'
Loser Says: 'It wasn't my fault'
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Fintech users behavior change with gamification

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peoples are using internet and mobile banking and payment app. now fintech says we are better. but how to change their behavior.
gamification can help them

Published in: Marketing
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Fintech users behavior change with gamification

  1. 1. Fintech users behavior change with GAMIFICATION
  2. 2. 2 Mohsen saeidi ◂ 17 years at Ansar Bank ◂ SME Banking services manager at Ansar Bank ◂ Gamification Certificate earned on December 20, 2015 ◂ IGA content writer ◂ Co-founder of WillBeeen startup(failed) https://www.linkedin.com/in/mohsensaeidi @msnsaeidi
  3. 3. Banking and payment in Iran 3 Traditional Banking Online Banking ATM Mobile and Internet Banking PSP and Payments App (Internet and USSD) Fintech Digital Banking
  4. 4. Fintechs 4 ◂ Payment ◂ Money Management ◂ Insurtech ◂ Lending ◂ Everyday Banking ◂ International Money Transfer ◂ Cryptocurrency ◂ Wealthtech ◂ regtech
  5. 5. 5 Fintech problems in iran ● Unfamiliarity with fintech Services ● Provide all banking services at Mobile and Internet Bank ● Payments are dominated by PSP ● Regulatory ● Mistrust ● Value proposition
  6. 6. 1. What is the behavior How to change it ???
  7. 7. “ Information or education does very little to influence behavior change. If that worked, no one would be texting while driving on our roads today. 7
  8. 8. what behaviors does fintech expect from users ◂ More transaction ◂ engagement ◂ Invite friends ◂ And ... 8
  9. 9. Gamification The ideal and truly successful Gamification is one where at least a single person continues the encouraged behavior long after the Gamification is ended. 9
  10. 10. 1. Engagement loops 2. Progression loops 3. Good trigger Behavior change in gamification 10
  11. 11. Engagement loops 11
  12. 12. Progression loops 12 ● Discovery ● Onboarding ● Scaffolding ● End game (mastery)
  13. 13. Discovery - driver and mechanic example 13 1 2 3 4
  14. 14. FOGG behavior model 14
  15. 15. FOGG behavior model 15 Motivation : Sensation, Anticipation, Belonging Ability: Time, Money, Physical Effort, thought, Social deviance, Non-routine, Trigger : Spark, facilitator, signal
  16. 16. 16 Hooked
  17. 17. Empathy Empathy is the experience of understanding another person's thoughts, feelings, and condition from their point of view, rather than from your own
  18. 18. Thanks! 18 Winner Makes mistakes and says: 'I was wrong.' Loser Says: 'It wasn't my fault'

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