The document proposes using gamification and Octalysis framework to engage users at a Pilates studio in São Paulo, Brazil. It analyzes the studio's current experience and player types, then brainstorms ideas to better align the experience with core drives like accomplishment, ownership and scarcity. Ideas include appointment dynamics to book classes in advance, a class counter and spinning wheel for rewards, and intensity options to match energy levels. The goal is to increase attendance and help more users achieve their fitness goals through an engaging gamified experience.

1. PILATES STUDIO
Submission Level 1 - Octalysis Certificate
Rodrigo Richter
March 2021

2. GO RIGHT PILATES STUDIO
Go Right is a Pilates Studio located in São Paulo, Brazil.
The core purpose of the Studio is to help people get through a physical challenge they have, using
the Pilates method as the central pillar.
One of the challenges faced is the lack of presence of the current users to attend the classes
previously booked. If they don't come regularly, is very unlike they overcome what they've come to
solve in the first place, which results in a very irregular presence, that might end up in
demotivation and possible abandonment.
Although Pilates has been an excellent method for a variety of populations and purposes, its
application hasn´t changed much since its creation. Especially in the behavioural field, focusing
more on the functional and aesthetical parts. This is an ideal scenario to apply some of the most
advanced and human-based proven ideas to engage and motivate a user: Gamification and
Octalysis.
Also, I believe that crossing those two things might make the well-known benefits of Pilates more
appealing for younger generations while making it more engaging for the current users
.

3. TABLE OF CONTENTS
OCTALYSIS STRATEGY DASHBOARD
Business Metrics
Player types
Desired Actions
ANALYSIS OF THE CURRENT EXPERIENCE
BRAINSTORM
WORD OF THANKS

4. OCTALYSIS STRATEGY DASHBOARD
Player
Desired
Actions
Feedback
Mechanics
Business
Metrics
Win- State
Incentives
COMMITS
TRACKS
IMPACT
TRIGGERS
RESULTS
PRO
GRESS
EMBEDDED

5. BUSINESS METRICS

6. BUSINESS METRICS
Player
Desired
Actions
Feedback
Mechanics
Business
Metrics
Win- State
Incentives
COMMITS
TRACKS
IMPACT
TRIGGERS
RESULTS
PRO
GRESS
EMBEDDED

7. BUSINESS METRICS
1 - % of Available Training Hours Booked from Recurrent
Users
2 -% of Users Reaching Their Personal Goals
3- Recurring Revenue
This order was organized to work as a "Domino Effect". If % of booked classes increases with the already
existing users, there are better chances for them to reach their goals (no train, no gain), which makes
them more likely to stick to the program while also engaged, impacting directly on recurring users and
revenue.

8. PLAYER TYPES
Player
Desired
Actions
Feedback
Mechanics
Business
Metrics
Win- State
Incentives
COMMITS
TRACKS
IMPACT
TRIGGERS
RESULTS
PRO
GRESS
EMBEDDED

9. PLAYER TYPES
Result Driven
Experience Driven
Discoverer
Active
Focused
Seeker
Punctual Solver
1
2
3 4
This type was selected due to their curiosity in the first phases of the experience
(Discovery/Onboarding) and their motivation to explore their body, habits and consciousness,
which make them more likely to stick to the program and reach their goals (Scaffolding/
Endgame).
,

10. PLAYER TYPES
AXIS
Experience-Driven - Cares more about how the experience feels
Result Driven - Cares more about the results of the experience
Active - Already engaged in some sort of physical activity
Focused - Wants to strictly resolve an issue or pain
1 - Discoverer - Active and Experience Driven
2 - Seeker - Unactive And Experience Driven
3 - Punctual - Unactive and Task Driven
4 -Solver - Active and Result Driven

11. Accomplishment
Don´t like missing
classes
Tends to avoid
weakenesses by
changing goals
1.
2.
Epic Meaning
Ownership
Scarcity
Avoidance
Unpredictability
Social
Influence
Empowerment
Discoverer
Feels there is too
much to discover but
not enough
time/money/classes
Always searching for
areas to improve
1.
2.
Likes tailored
things
Feels proud about
conquests
1.
2.
A "Hungry Spirit" for
knowledge
Likes to do the
exercises in the
proper manner and
rhythm
Enjoys the upgrade
feeling
1.
2.
3.
"The more I know the
more I can play"
Eager for support and
feedback
Likes to test and
personalize things
1.
2.
3.
Loves to discover if
the skills obtained
will match the next
phase challenges
Likes the
excitment f new
things
1.
2.
Pilates was "the
thing" since day
one
Likes to advocate
how classes
changed their
bodies
1.
2.
Likes the support of
teachers
Likes to be known as
someone "in" to
Pilates
1.
2.

12. DESIRED ACTIONS
Player
Desired
Actions
Feedback
Mechanics
Bussiness
Metrics
Win- State
Incentives
COMMITS
TRACKS
IMPACT
TRIGGERS
RESULTS
PRO
GRESS
EMBEDDED

13. DESIRED ACTIONS - SCAFFOLDING PHASE
- Assign to the classes of the week
- Come to assigned classes every week
- Engage in the exercises during the class
- Engage and work on proposals towards personal goals

14. ANALYSIS OF THE CURRENT EXPERIENCE

15. As it is right
now, there is
no clear
evidence of
CD1
1.
Every class has a
purpose and goal
Exercises work as
milestones
Perceived
development thru
the body - "Wear
the
accomplishment"
1.
2.
3.
Teachers give
constant
feedback on
performance
and setup
Feedback given
by students are
taken as a
priority
As users evolve
they can select
exercises to do
1.
2.
3.
Studio´s T-shirt and
Pilates socks
Every user has the
hole Studio only for
them
1.
2.
Some exercises are
for veterans only
Every class must be
booked
Limited classes per
day/week
Only one user per
hour/class
1.
2.
3.
4.
Classes are charged
if not cancelled 24h
before
Attendants confirm
every class by
call/message
1.
2.
New exercises or
variations every
class
Challenges from
time to time
1.
2.
Teachers are
very close to
users and care
about their
results
Some users
interact in the
waiting room
Social media is
organic at this
point
1.
2.
3.

16. Accomplishment
Avoid missing classes
Tends to avoid
weakenesses by
changing goals
1.
2.
Feels there is too
much to discover but
not enough
time/money/classes
Always searching for
areas to improve
1.
2.
Likes tailored
things
Feels proud about
conquests
1.
2.
A "Hungry Spirit" for
knowledge
Likes to do the
exercises in the
proper manner and
rhythm
Enjoys the upgrade
feeling
1.
2.
3.
"The more I know the
more I can play"
Eager for support and
feedback
Likes to test and
personalize things
1.
2.
3.
Loves to discover if
the skills obtained
will match the next
phase challenges
Likes the
excitment f new
things
1.
2.
Pilates was "the
thing" since day
one
Likes to advocate
how classes
changed their
bodies
1.
2.
Likes the support of
teachers
Likes to be known as
someone "in" to
Pilates
1.
2.
As it is right
now, there is
no clear
evidence of
CD1
1.
Every class has a
purpose and goal
Exercises work as
milestones
Perceived
development thru
the body - "Wear
the
accomplishment"
1.
2.
3.
Teachers give
constant
feedback on
performance
and setup
Feedback given
by students are
taken as a
priority
As users evolve
they can select
exercises to do
1.
2.
3.
Studio´s T-shirt and
Pilates socks
Every user has the
hole Studio only for
them
1.
2.
Some exercises are
for veterans only
Every class must be
booked
Limited classes per
day/week
Only one user per
hour/class
1.
2.
3.
4.
Classes are charged
if not cancelled 24h
before
Attendants confirm
every class by
call/message
1.
2.
New exercises or
variations every
class
Challenges from
time to time
1.
2.
Teachers are
very close to
users and care
about their
results
Some users
interact in the
waiting room
Social media is
organic at this
point
1.
2.
3.
Unpredictability
Epic Meaning
Ownership
Scarcity
Avoidance
Unpredictability
Social
Influence
Empowerment
Discoverer
Epic Meaning
Accomplishment Empowerment
Ownership
Social
Influence
Scarcity
Avoidance
Improvement
Improvement
COMPARING: PLAYER TYPE X PRESENT EXPERIENCE

17. By taking a closer look at both Octalysis, is possible to see where the present experience could connect
more with its user. Despite the similarity, it is crucial that those CDs get improvement since they resonate
a lot with the user´s most important core drives.
We also need to take into account the heterogeneous group that is interested in Pilates and also that the
activity itself has a lot of GT´s already built on it (most of them made by error &trial).
We also need to consider the scenario described in the first slide, that users are not assigning and coming
to the classes, which is THE moment of the whole experience.
The sum of these factors made the decision of "rounding" up the whole experience with more mechanics,
emphasizing the findings and missing spots, but never taking the consciousness and focus on the
exercises out of sight, which are the real game-changer in this scenario.
CONSIDERATIONS UPON THE BRAINSTORM

18. BRAINSTORM

19. BRAINSTORM
ASSIGN
COME
ENGAGE
Appointment Dynamics
Alfred Effect
Magnetic Cap
Torture Break
High Five
Class Counter
Spin Wheel
Countdown Timer
FOMO Punch
Narrative
Dynamic Feedback
Easter Eggs
Milestone Unlock
Attribute Web Chart
Divided by Desired Action
Intensity Meter
1
2
3

20. BRAINSTORM
1- Appointment Dynamics (GT# 21) - Explain to users that classes must be booked at least 24 hours before it and
cancelling must happen 24 hours prior to class - CD 6,5,7
2- Alfred Effect (GT# 83) - Remember the user's preferences to send messages, calls and schedule classes- CD 2, 3, 4,(8)
3- Magnetic Cap (GT# 68)- Tell users there is a limited number of classes available - CD 6,2,3
4- Torture Break (GT# 66) - Remember the user at the sign-in moments that if not booked now, they will have to wait
until availability -CD 6,8,3
5- High Five (GT# 17)- Congratulate the user after signing to a class with a happy emoticon and/or kind words - CD 2,6,3

21. BRAINSTORM
6- Class Counter (GT# 7)- A counter that gives a shot at the spinning wheel after 10 classes made by the user - CD 2,6,4
7- Spinning Wheel (GT# 91) - A virtual spinning wheel that rotates the rewards from season to season - CD 7,6,8
8 - Countdown Timer - Send a reminder 2 hours before the class to remember the user about their appointment - CD 6,8
9 - FOMO Punch (GT# 84) - Using the reminder message to also send an inspirational/action message or telling a bit about the
class to come - CD 8,1,4

22. BRAINSTORM
10- Narrative (GT# 10) - Constantly remember the user co-creationists of the result and also the purpose of the exercises and classes,
that they are the bricks to build a new body and lifestyle - CD 1,5,7
11 - Dynamic Feedback (GT # 12)- Teachers must constantly give meaningful and helpful feedback on exercises, goals and
motivational talking - CD 3,2,4
12- Intensity Meter (Plant Picker GT# 11) - Allow users to select the intensity (easy, medium, hard) of the class to better match their
energy status on that day - CD 3,
13 - Easter Eggs (GT# 30) - Preview some exercises and what will come in the next phases from time to time - CD 7
14 - Attribute Web Chart (GT# 29) - Create and display to the user how and where there is more improvement in the fields that were
selected/diagnosed -CD 3,4,5
15 - Milestone Unlock (GT# 19) - Showcase to users which movement, exercise, class, attribute and goal unlocks new possibilities,
boosters and bonuses - CD 3,6,7

23. WORD OF THANKS
I would like to thank the community for inspiration and support,
also would like to thanks the Octalysis team (who helped me
several times) and my Sucess Buddy Arturo Caudullo, who gave
very insightful feedback. Also thanks to my family for their
support.
https://www.linkedin.com/in/rodrigo-richter/

24. PILATES STUDIO