Since 2010, gamification has started being popularized as the next big thing. But it is not simply replicating game elements to manipulate the target audience. The key is to drive engagement and actions. Companies need to deeply appreciate the characteristics of the people and the culture, develop suitable playing fields and game mechanics, and design idealized user experience.
In order to analyze how gamification works in complicated business context, this presentation focuses on gamification in e-Commerce. Firstly, factors that influence shopping motivation are analyzed, and the different applications of gamification for common purposes and for e-Commerce are compared. Secondly, 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.
71. Business Objectives: Tmall
Stabilize its influence in
eCommerce industry
Increase volumes of trading
Help its online stores to
spread their brands
72. Business Objectives: Tmall
Stabilize its influence in
eCommerce industry
Increase volumes of trading
Help its online stores to
spread their brands
Increase advertisement income
75. Business Objectives: Taobao
Promote the mobile version
of Taobao
Increase volumes of trading
Help its online stores to
spread their brands
Tao Gold
76. 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
85. 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
109. 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
110. D
D
D
D
Deeply appreciate
the target audience
Define right playing fields
Deploy appropriate
gamification mechanics
Design idealized
user experiences
111. DDDD
Deeply appreciate
the target audience
Define right playing fields
Deploy appropriate
gamification mechanics
Design idealized
user experiences
O C T O R
112. DDDD
Deeply appreciate
the target audience
Define right playing fields
Deploy appropriate
gamification mechanics
Design idealized
user experiences
O C T O R
113. DDDD
Deeply appreciate
the target audience
Define right playing fields
Deploy appropriate
gamification mechanics
Design idealized
user experiences
O C T O R