Product gamification value and practical operation analysis

2022-07-24 0 By

Guide language:Recently, more and more APP began to introduce the game design, to pay treasure to ants in the forest, the spelling of many orchards as a typical game design, such as rankings, membership grade system designed for the game elements, and a growing number of C end product manager with game design experience, why in a dozen years ago was thought to be a scourge of the game,And now it’s embedded in all kinds of applications that we use every day in one form or another?This article will take a fundamental look at what gamification is and how to do it.On the eve of Arbor Day in 2021, THE Ecological and Environmental Research Center of The Chinese Academy of Sciences and the International Union for Conservation of Nature (IUCN) jointly released an Accounting report on the Gross Ecosystem Output (GEP) of Ant Forest Afforestation Projects from 2016 to 2020, which indicated that over 550 million ant forest participants and 223 million trees were planted in the past four years.The estimated GDP is 11.306 billion yuan.A small game of planting trees not only brings huge daily activities for Alipay, increases users’ social interaction, but also sets up a good public welfare image for the enterprise, which fully demonstrates that gamification design can bring many benefits to users, enterprises and all parties.The framework of this article is as follows: ii. Games How do games bring emotional value to players and motivate their behavior?Before I talk about gamification, I’d like to talk about games.Only by truly understanding the game can the core of the game be integrated into the product and give full play to its maximum value. Otherwise, it is only copying its appearance and increasing the burden of users.First, what is a game?In the narrow sense, games generally refer to the virtual games played by electronic devices at present. In a broad sense, the games we played in childhood, such as lattice jumping, pinball playing and rubber band jumping, all belong to the category of games.These games all have something in common.In my opinion, games are a kind of entertainment that individuals can participate in directly.There are three characteristics: 1) The core of direct participation in the game lies in the fact that players directly participate in the entertainment activities, and the main body of the activities and entertainment are the players themselves, that is, through their own direct actions, players get the emotions related to the action results.2) Entertainment games can bring direct happiness to participants. There may be unpleasant experiences in the process, but the ultimate goal is to obtain happiness.3) Activities Activities are actions that have a purpose in themselves and should last for a period of time.That means games have goals and consume time.Here we can see that it is these features that give the game its unique meaning to the player.These features can be summarized as follows: 1) Unique sense of participation For products, participation means daily work and user duration.For games, participation means entering the world carefully conceived by the game’s designers, accepting the mission of the character you play, and achieving difficult and great goals.Participation means connection, identification and inclusion.2) Rich emotional experience ups and downs of the background story let players moved, feeling, perception, exquisite fantasy world let players surprise, surprise, marvel, unique level design let players doubt, distress, then suddenly enlightened.The vast majority of games give the player the role of the Chosen One, chosen to save the world, in which the player explores, struggles, overcomes obstacles, grows, and achieves one goal after another that is unattainable in the real world.A flow state is the state of being engaged in something without any other distractions.The game has a lot of design to keep the player engaged and completely immersed, without even feeling the passage of time. The player feels happy and positive in this state.These are the values that the game brings to the player.Product Gamification 1. Definition of Product Gamification Before starting the following chapter, we should first define product gamification. What is product gamification?At present, product gamification content in various apps can be divided into two forms: one is to design product functions based on the core system of the game, that is, to let users play games to achieve the desired purpose.The rules of casual games are simple and easy to understand, low threshold of operation, short time of level, suitable for all kinds of people, so it has become the first choice of gamification design.Most of today’s games are designed with reference to the casual game genre, such as the typical management cultivation game like Taobao’s Baba Farm, which cultivates people, trees or animals to achieve results, and the puzzle elimination game like Save money, which pairs elimination with the same elements to win.The other is to use the game support system, which provides growth resources for the core system of the game through mission system, story structure, equipment, leaderboards, unions, etc.Typical product design includes the membership system now available in all major apps, which is particularly important in private sector operations. Zhihu’s badge module is similar to the achievements system in games.(The picture is from Zhihu-badge system.) The author thinks that gamification of product is actually to design product functions with game design thinking, so that users can happily “play” the product.2. Product Gamification value What can gamification bring to a product when it is successfully gamified to the user?Users are engaged and engaged in the product, inspiring user loyalty.Users who participate get a sense of accomplishment and retention by continuing to complete tasks.Bring emotional experience to users to make them spontaneously share fission and increase new users.A large number of users participate in user behavior, improve user daily activity.These are the reasons why it’s important to design your product gamified.The next step is to start thinking about how best to gamify your product.First of all, when you want to use games to add value to your product, have you considered whether your product is really gamified?Or how gamified can it be?You should be able to judge the above questions by answering the following questions: What industry does your product belong to?B or C?What is the user base?How about the tonality of the product?Currently, gamified design is widely used in e-commerce, education, audio and video apps, and other pan-entertainment apps. The entertainment properties and acceptance degree of user groups of such apps are suitable for gamified design.Tools, to B products are not gamified at all?I’ll leave it to you to ponder or discuss in the comments section.Secondly, how about product user portraits?In terms of user profiles, Richard Bartle categorizes players in games into four categories: Achievers are primarily concerned with winning games or achieving certain goals.These goals may include achievements inherent in the game or goals set by the player himself.Explorers try to find everything they can in a virtual world’s systems.Socializers enjoy interacting with other players throughout the game, and use guilds and groups to further strengthen their social presence.Killers can be divided into two categories: Killers who play to show off their abilities, and Killers who play to annoy or irritate others, also known as saboteurs.After analyzing the product user portrait, it can be matched with four types of game players. Different proportions of player types lead to different preferences of design goals.Badges, points systems, achievements, leaderboards and other elements can be used to motivate players with more achievements.For adventure players, there are eggs in the product or marketing campaign, or a variety of campaign rules that allow them to explore.For social players, unions, groups and other designs can be used to inspire users to establish groups similar to themselves and conduct interpersonal interaction within the group, while outside the group, they will obtain self-value by maintaining the value of their group.While killer players may not be a big part of the game, it’s still important to consider how users demonstrate their abilities and potential rule breakers.Finally, what do you want users to do with gamification?For educational products, especially K12, the gamification design mainly combines games with learning, so that children can learn through playing. This way can conform to children’s nature of playing and achieve the purpose of teaching.In addition, 3D gamification will also be used in college education for students to conduct simulated actual combat training, such as learning human skeleton structure, equipment use training, and dangerous scene drills through game simulation.Other products use gamification design to facilitate operation, promote products and acquire new users.Activate users to make new and old users operate in the product and become active users;Retain old users and reduce user loss;Users order or watch ads to increase revenue;Or let the user fission share, recommended transmission.Although there is a preliminary design concept based on the user group and the purpose of gamification, the gamification design of many products in the market may have the following problems: excessive emphasis on extrinsic rewards, lack of connection between game elements and the product itself, forced user participation, etc.Therefore, it is necessary to have a deeper understanding of the game mechanism to understand the user’s psychology and usage habits and motivate users to actively participate in and complete the game from both external and internal factors.The author divides the game mechanism into the following four points :1. World view For example, the design of ant forest is not just for users to walk more steps and do more energy saving and environmental protection behaviors, but for users to get the real trees planted by the system after just a few clicks a day, turning the desert into an oasis.When users carry such a mission, they accept the recognition of the value of collecting energy. Every accumulation of energy is for the perception and recognition of a better world. The sense of mission makes user behavior sublimate.Each game has its own unique world view, or is set in a future world to save human civilization;Or focus on the past, witness war and history;Or a world with an empty background and a fantastic story.The world view gives a larger meaning to the player’s actions than the immediate extrinsic rewards.2. Goals After the highest level of goals, it can be divided into multiple sub-goals, players need to know how to achieve the final goal step by step, the completion of each sub-goal should have corresponding feedback, as well as the progress of the next goal in the process, these are the elements that continue to motivate players’ behavior.In fact, there are several points mentioned in the goal level, taking Duoduo Orchard as an example: 1) The goal of the highest level in Duoduo Orchard is to plant a tree in the virtual orchard, make the tree mature and bear fruit after the continuous behavior of users, and then get the fruit mailed home.2) Target disassembly To harvest real fruit, users need to make the fruit tree go through the following stages: seedling, tree, flowering, fruiting and ripening.The overall goal is broken down into five sub-goals, so that the user has an easy idea at the beginning and then has to follow it up due to sunk costs as the difficulty increases.(Picture comes from PINDUoduo – Duoduo Orchard) 3) How to realize the growth of fruit trees by users through watering in each step, which is the same as our daily cognition and easy for users to understand.On the other hand, water drop is acquired through a series of APP behaviors, such as logging in, browsing products, placing orders, inviting friends and other tasks such as new attraction, activation, retention and transformation.4) Target progress After each step of user behavior, the completion progress can be clearly seen, including which tasks can obtain water droplets, and the fruit trees can be upgraded after watering for several times. The clear progress is easy for users to understand and has a continuous incentive effect.5) Complete feedback After the user completes an upgrade of fruit trees, the user will be prompted with a pop-up box. In the pop-up box, the user will still be guided by the highest goal and encouraged by the fruit user’s evaluation, proving the true effectiveness of the activity and promoting the user’s behavior again.The challenge is just like the story in which the prince saves the princess. The prince has to travel across mountains and rivers to defeat one monster after another before he can save the beauty.In our product, there are barriers to user behavior that need to be overcome before the goal can be achieved.And these barriers should become more difficult as the user grows.In bilibili’s achievement system, each achievement can be obtained only after the user completes certain challenges. The achievement will record the unlocking time and can be displayed externally, which can generate great incentives for users who like to collect and display themselves.(Image from Bilibili – Achievement system) The completion difficulty of the same series of achievements gradually increases, and users can record their progress through the completion time of achievements of different difficulties.However, limited achievements can only be obtained after a certain behavior is completed in a certain period of time or in a specific activity. Scarcity increases its value, which increases the psychological value of users in the process of acquisition and display.4. Growth On the way to overcome challenges and achieve goals, users will try again and again, from proficient to proficient, constantly increase users’ input and enhance the emotional connection between products. In the future, only products that can provide users with emotional value can win users’ lasting favor.As mentioned above, the importance of membership system in the private domain operation is particularly important for the brand in the private domain operation. It can be said that the private domain operation is launched around the membership system.Membership means that the brand has a relationship with users, and the growth of membership level means that users recognize the brand value, and continue to generate association with the brand, that is, user stickiness.High engagement results in long-term user value and more revenue for the enterprise.For example, Haidilao’s membership level is divided into four categories, with different membership levels corresponding to different membership rights and interests. The highest-ranking Black Sea member can avoid queuing and enjoy fruits and other benefits.The membership level is determined by the growth value, which is generated by user consumption, which means that users need to generate more consumption to upgrade their level and obtain corresponding benefits.Product gamification is not just a means or method, but a way of thinking, with the thinking of game design to create interesting products for users.The meaning of gamification is to bring a better life to participants with positive emotions, diverse activities and rich experiences.Everyone is a product manager.Reprint without permission is prohibited.The picture is from Unsplash, based on CC0 protocol.