1. GAMIFICATION
PRESENTATION SUB TITLE | STARBUCKS
Alex

2. CONTENTS
PART 1 INTRODUCTION || PART 2 STARBUCKS ||
REFERENCE
GAMIFICATION OF STARBUCKS
PART 3

3. PART 1 INTRODUCTION
• What is Gamification?
☞ Game + Fication = Gamification!!
It takes advantage of fun in game. As a result, customers are immerged in
something that is used by customers repeteadly.
• Gamification(2-process)
☞ Engage users & Solve the problem
The most important thing is customer participation.
PRESENTATION MAIN TITLE
PART 1 INTRODUCTION

4. PART 1 INTRODUCTION
• What is MDA Framework?
(1) Mechanics : The components of game algorithms.
(2) Dynamics : Player’s behavior in game mechanics.
(3) Aesthetics : Emotional responses in game.
MDA Framework is interaction by designer and player!!
PRESENTATION MAIN TITLE
PART 1 INTRODUCTION

5. PART 2 STARBUCKS
Always people think about ‘Reward’, ‘Status’, ‘achievement’, ‘self-expression’,
‘competition’, ‘altruism’.
• Reward : point, bonus
• Status : level, leader board
• Achievement : mission, challenge
• Self-expression : community
• Competition : match, trade, share
• Altruism : charity, gift
PRESENTATION MAIN TITLE
PART 2
STARBUCKS

6. PART 2 STARBUCKS
• STARBUCKS
☞ How do you like your coffee?
Starbucks use 3-coffee roasting category.
(1) Subtle & Mellow : Blonde roast
(2) Smooth & Balanced : Medium roast
(3) Bold & Robust : Dark roast
PRESENTATION MAIN TITLE
PART 2
STARBUCKS

7. PART 2 STARBUCKS
• STARBUCKS
1. Reward(Point)
- Provide a new membership card
based on the concept.
- You can fill up the card money.
2. Status(Level)
- Starbucks have 3-Level system!!
- Welcome Level
5 ★ = Geen Level
PRESENTATION MAIN TITLE
30 ★ Gold Level
PART 2
STARBUCKS

8. PART 2 STARBUCKS
• STARBUCKS
3. Achievement(Mission)
- Imprinting stamp system!!
- It is induced Loyalty & Satisfaction.
4. Altruism(Charity)
- This is responsibility!!
- Quality management is based on fair
margin.
PRESENTATION MAIN TITLE
PART 2
STARBUCKS

9. PART 3 Reference
• Book
Gamification by design
Zichermann, Gabe 저 | O’Reilly Media | 2011. 10. 22
• Website
http://en.wikipedia.org/wiki/MDA_framework
http://www.google.co.kr
http://www.istarbucks.co.kr
PRESENTATION MAIN TITLE
PART 3
REFERENCE

10. THANK YOU!