From Actionable Gamification: Beyond Points, Badges, and Leaderboards, Yu-kai shared this about Core Drive 3: Empowerment of Creativity & Feedback
I believe that people are by nature creative beings, and we yearn to learn, imagine, invent, and partake in creative processes where the journey in of itself brings happiness.
Empowerment is an important word here. Someone can have innate creative traits or sensibilities or tendencies, but if those are not actively rewarded, or worse, blockaded, those talents cannot be further developed.
In this article, we’ll continue the series on Lifestyle Gamification. I’ll give a refresher on CD3 and why it’s important.
I’ll then explore how it can be used in lifestyle gamification scenarios.
Then I’ll share what I do to inject CD3 into my life.
If you need a refresher on CD3 itself outside the context of Lifestyle Gamification, Yu-kai also shared more here: http://yukaichou.com/gamification-study/8-core-drives-gamification-3-empowerment-creativity-feedback/
This is the Core Drive where people are driven by a sense of growth towards a goal and accomplishing it.
He also uses an example from the early days of social media to describe how bells and whistles weren’t working as people expected. Points, badges, and leaderboards were the vanity metrics of online publishing:
What most people didn’t recognize then was that social media is much deeper than simply possessing and posting on profile accounts. That’s just the outer shell of its influence and impact. We now know today that great social media campaigns focus on how to create value for the audience by sharing information that is insightful and engaging; has a personal voice; engages and sincerely interacts with each potential customer; and much, much more.
In essence, the beauty of social media was in how you designed and implemented a campaign, not in the bells and whistles you’ve used. It was the informal and formal dialogue you had with your community that ultimately taps into the platform’s unique possibilities.
There’s quite a bit more to consider, especially when considering how to use CD2 in a lifestyle design, but first let’s look at what not to do from a real-life example…my own.
Shopping has evolved so much from traditional market exchanges. It completely transformed from acquiring of needed goods into a rich experience that integrates deeply into every single culture of civilizations that can afford to power such an activity. People shop for fun, and for many (ahem, me not included), shopping could still be an epic win after spending 3 hours in a mall without buying a single item. (In the rulebook for my game, if I am shopping for over an hour and I bought nothing, I felt that I have failed. No Win-State for me…)
As shopping went online, a lot of the fun, interactive, and social experiences of shopping disappeared. However, it opened up a whole new world of other fun and exciting activities that could make shopping even more addicting than ever – except this time within the comforts of my home, and I can achieve my win-states much more often.
There is where eCommerce Gamification comes in place. Awesomely, many eCommerce gamification examples out there have actively improved sales and conversions by double or even triple digits towards the right direction, and some helped eCommerce sites become $Billion businesses!
Below I present to you 10 stellar eCommerce Gamification examples that will revolutionize shopping.
eCommerce Gamification #1: eBay’s Bidding and Feedback System
When it comes to early good gamification, few can match eBay’s ability to bring out our Core Drives.
If you were to just think of creating an ecommerce store, it’s not necessarily intuitive to have a competitive bidding system, real-time feedback, and stars for leveling up that eBay introduced.
The power of eBay is that buying items on eBay isn’t just a “purchase” like most ecommerce sites (Core Drive: Ownership & Possession in Octalysis), but when you buy something on eBay, you felt that you WON! Even though you might have paid 10% more compared to what you initially wanted to pay, you felt that you beat the other bastards who were bidding against you, sealing your victory. This is enormously a good example of Core Drive 2: Development & Accomplishment.
Add that to trying to improve your seller’s %, getting more stars, improving feedback scores, and constantly checking back to see if you have gotten new bids or competition (Core Drive 6: Scarcity & Impatience as well as Core Drive 7: Unpredictability & Curiosity), finally leading to NOT wanting to lose the deal (Core Drive 8: Loss & Avoidance), no wonder everyone keeps saying, “eBay is so addicting!”
eCommerce Gamification #2: Woot.com Daily Deal System
The online retailer, Woot offers only one initial product per day in
limited quantities at a special sale price. A new product will be
offered only after the supply of the first product has been exhausted,
or by 12:00 AM Central Time. Each day people will wait for the next
product to be introduced, often at the midnight hour.
Since each product is limited and unknown beforehand, there are a
combination of factors which influence the site’s shoppers. They know
that the next item up can be desirable and yet limited in quantities.
They also know that they could be disappointed in the particular
product, and have no desire to acquire it. Thus, Woot’s users are
attracted by the motivation to find out what will be offered and how
“rare” they might perceive it to be.
Often times, when people log onto Woot.com at 4PM, they would see that amazing deal, but unfortunately sold out. After a few days, they feel a stronger desire to finally be able to get the deal. As a result, a bunch of people starts to go on Woot at 11:59PM, constantly refreshing their page, so they can immediately see the new deal, and potentially scoop it up if it’s appealing.
When you get users to change their daily habits before going to bed like Woot.com, you are demonstrating an amazing utilization of Core Drive 7: Unpredictability & Curiosity, as well as Core Drive 6: Scarcity & Impatience.
This series is written by Erik van Mechelen, based on the Octalysis framework by Yu-kai Chou.
Gamification in your life
Yes, gamification can be used to improve your lifestyle.
You’re probably already doing it. If you’re a parent helping your child with homework, you’re helping your son or daughter be the best they can be because you believe in education to change their life.
Gamification, depending on how you define it, is essentially positive psychology combined with game design. Throw in a bit of behavioral science, motivation, and design and you have a working definition of gamification.
Yu-kai likes to call this human-focused design (not to be confused with IDEO’s human-centered design).
This contrasts function-focused design (this chair is for sitting, nothing else).
Because human motivation is complex and complicated, we need to account for the various drives that play into it. Why do we want to move towards something better? Or away from something worse? Because we want what’s best for our life. Isn’t it as simple as that?
Simply stated, perhaps. But creating a life is what we are all doing and aim to do each moment of our day. How well you execute or live within the framework and models you’ve constructed (whether internally or externally) give you some experience on the spectrum from suffering to satisfaction.
In Yu-kai’s Octalysis framework, there are 8 Core Drives (and one hidden Core Drive) to behavior. If none of the drives are present, there is no behavior.
In this series, I’ll take each of the Core Drives one at a time to give you a detailed look at how each contributes to lifestyle and how you can apply more or less of each into your lifestyle design to improve your life satisfaction.
What is Gamification? This may be an unfamiliar word for many of you. As a leading author and pioneer of the industry (since 2003), I’m here to help you grasp the promise of gamification and clear up some misconceptions in the industry.
Gamification is the craft of deriving all the fun and addicting elements found in games and applying them to real-world or productive activities. This is what I call “Human-Focused Design” as opposed to the “Function-Focused Design.” It is a design process that optimizes for the human in the system, as opposed to pure efficiency of the system.
Most systems are “function-focused” designed to get the job done quickly. This is like a factory that assumes that the workers within WILL do their jobs. However, Human-Focused Design remembers that people in the system have feelings, insecurities, and reasons why they want or do not want to do things, and therefore optimizes for their feelings, motivations, and engagement.
The reason we call it gamification is because the gaming industry was the first to master human-focused design. Games have no other purpose than to please the human inside. There are “objectives” in the games, such as killing the dragon or saving the princess, but those are all excuses to simply keep the player happily entertained inside. Since games have spent decades learning how to master motivation and engagement, we are now learning from games, and that is why we call it Gamification.
Games have the amazing ability to keep people engaged for a long time, build relationships and trust between people, and develop their creative potentials.
Unfortunately, many games these days are simply focused on escapism – wasting your life away on something that doesn’t improve your own life nor the life of others.
Imagine if there is a truly addicting game, where the more time you spend on it, the more productive you would be. You would be playing all day, enjoying it, and your career would be growing, you would be making more income, having better relationships with your family, creating value for your community, and solving the hardest problems in the world.
That is the goal I strive for and the potential I see that Gamification could fulfill.
What is Gamification in relationship to the Gaming Industry?
Many people think Gamification is a branch of gaming. Upon hearing the term, some people respond with, “Oh I don’t play games.”
That’s a complete misconception on what is gamification all about.
So what is Gamification really? Gamification does not involve games. It is simply absorbing the fun elements in a game (what we call Game Mechanics or Game Design Techniques) into real-world applications. When you see the progress bar on LinkedIn, or when you Tumblr listing out a Leaderboard on the best content, do you think, “Oh I don’t play games. This is not for me.”? Of course not! Continue reading What is Gamification