RSS

Tag Archives: points

A case of intermittent pleasure for your gamification design

CaptureDan Ariely, in his book “the upside of irrationality” talks about case of pleasure. He argues we as human beings are capable to adapt to pleasure, and hence we do not enjoy subsequent pleasure as much as we enjoyed at the first touch point. As you can see in the figure above, the pleasure or happiness declines considerably over time, if you purchase all the goods at one point (blue dashed curve). On the other hand if you purchase in parts, then by the time you get adaptable to pleasure from the previous purchase, the next purchase gives a kick to your happiness / pleasure experience (red curve), and hence in nutshell the area covered or the happiness/pleasure experienced over time is much more than compared to the one time shopping.

Relating this to Gamification, an engaged user who is rapidly coming back to your website or using your product, given that your gamification design runs on the trap of PBL’s, then following the concept of the hedonic treadmill (supposed tendency of humans to quickly return to a relatively stable level of happiness despite major positive or negative events or life changes; wiki) the player will lose the interest. There will come a point when reaching a new level will not give the same happiness that gave on the previous one, some what like diminishing returns.

For e.g. you run a website, and have incorporated a PBL platform to motivate the user for sharing and engaging with your content. As the user moves up your leaderboard and gets more and more surfeit with your content his/her engagement will decline. Think that this player is now the top player on your site, there is nothing more to accomplish, than unlocking a few more levels, he/she will feel bored, and look for other places to derive pleasure.

Rather than giving points in a non surprising ladder fashion, if the design is made such that the elements of curiosity and surprise are embedded, which keeps the player thinking and guessing what surprise is stored next; will keep the players’  pleasure curve high, thereby ensuring that the player stays much longer engaged with your system. Give the player few accomplishments, then wait till the engagement gets low, then push a booster package to kick back the pleasure curve.

                                          xx——————————————————xx

 

Tags: , , ,

Ebay sellers getting strongly sucked into Black Hat Gamification

As we know Ebay uses Gamification heavily to drive business. Sellers and buyers are rated after each purchase. For me as a buyer, rating does not matter much, as my most purchases are prepaid, money is locked in with Ebay, and once I confirm the receipt of good Ebay releases the payment to the seller. Nor, I am a heavy buyer which will get me special access if any which I am not aware off.

Recently I purchased a workout supplement from “sehdevesupplements” who has a more than 98% positive feedback and one of the star sellers. I have made several purchases earlier with this seller, but a recent Capture

purchase went terribly bad. I got a near expiry product, raised my claim for a replacement, when I returned the good I was told by Ebay that the seller will not be able to ship as the product is out of stock with them, and my shipping cost will be reimbursed to me in the form of Ebay coupons and the money bank to my account from which transaction was made.

As the seller and buyer ratings are transaction based, hence I evaluated this transaction as negative, Main reasons being, seller should have checked before shipping for the expiry date, should have honored the replacement (I checked price from other sellers for fresh stock was 500 INR or roughly 10 USD higher), or atleast made a proxy display for customer satisfaction by some other means. In return to the negative rating, the seller got so pissed off that the seller sent me a hate mail outside Ebay mode, as the seller had my email from previous purchases.

CaptureAfter I sent a reply justifying my ratings I get a more harsh reply “never saw such a harassing customer ever before.” All for not getting a 5 star rating. The seller did not think for once about the earlier purchases I made.

This is a point when a well design gamification system is going wrong, ratings are good and meaningful but when they take over the seller neglecting customer satisfaction, it turns BLACK. Though Black hat is not a bad gamification, but here the seller forgot while chasing for current ratings– getting driven by core drive no. 8 of Loss Avoidance– that there can be many more ratings that I could have given if there was a better customer satisfaction in the future. Not only the seller lost my business but also made a bad repo.

Lessons:

  1. After implementing a gamified system, check if it is being gamed by the players, it is possible that the tricks that players show, were not chalked out while the initial system was designed.
  2. Is it causing discontinuities among the players.
  3. Punish a good player to show as an example to other players.
  4. Change the rules, as soon as the first pernicious discontinuity comes into the light.

PS: To learn more about white and black hat gamification see Yu-Kai Chou’s blog, linked here.

 
2 Comments

Posted by on January 25, 2014 in Gamification, Gamification Marketing

 

Tags: , , , , ,

Compelling story : Better nut cracker than 100 signup points for your gamification platform.

hook_ver1_xlgYou may be the one who has just adopted gamification as a new strategy for getting more retention on you blog, or e-commerce website, or even for your company’s new software training module. The most common problem with a gamification platform that I see these days, is as soon as I land on the inter-phase, it shows 100 sign-up points, just verify your twitter or facebook account and have these 100 points in your wallet. This is very poor onboarding for a new player. Reason being :

  1. The player has just come to your site, without even giving time for having a look on your home page, he/she is thrown a bait of 100 meaningless points.
  2. There is no connection that you have made with this player, that will make the player return for feel attached to your site/blog etc., you haven’t established any empathy, that makes the player understand and share your importance.

If you have been to a retail store, a clever customer representative, will never start bargaining with you on the final price. This rep will first form a connection with you, will make you feel comfortable within the store, and after that this rep will show the skills of clever selling, making you pay more than the adjacent store. Hence this rep, has hooked you to the store, not only for this purchase, but for future purchases as well.

Lesson to draw from the above example is, your platform should not start with “here collect these 100 points”, but a compelling story, which will make your new player empathize with your system. And this story that I am referring to is not a long tale, or a lengthy video torture for the player, within the first 10 minute on your platform. Ths story can be anything even two words, a good mission statement, or even just a picture, yes the aesthetics do matter a lot as well. If the story is compelling, the onboarding will not only be easy, but will be memorable for the new player, making a small space in the mind of the player, playing in the players’ mind long after the player has moved from your system.

This story has to be carefully designed, as the player will forget the 100 meaningless sign-up points, but if a successful connection was made via your story, the player will return to your system, and drive further engagement, he/she will be intially hooked. Stories can be of various types, but the basic essence it must pass to the player is that he/she is the center piece of the story, he/she is in power, and this place was developed / customized for the player only. Once you make this happen, your gamification strategy will pass the initial failure stage (onboarding); the scaffolding and end game is a different story altogether, will take that in another post later.. 🙂

 
Leave a comment

Posted by on January 13, 2014 in Gamification, Gamification Design

 

Tags: , , , , ,

Confession of my engagement with a gamification platform: from fun to gaming within the rules

 taking_gamification_to_the_next_b2b_levelTo drive user behavior two of the best gamification blogs and many others use a gamification platform offered by BeatUp (name changed for anonymity). Posts have been written by the owners’ of blogs on why they use a gamification platform, but I am writing this post from a player perspective, who actually competes in the rankings.

The first stage of onboarding was fun. As soon I permitted the platform, to use one of my social network it gave me a meaningful booster and welcomed me to the setup. It showed that I have taken the initial step towards desired learning which was to know more about gamification. During the newbie days of my visit to the blogs and interacting with the platform, I was some 200 or more rank below than the top player, i.e. top player might be having 1,500,000+ points, and I was having some 400+ points. But each point addition that I was having, was a meaningful addition to my score, as the points and badges were not for free but with gamification post/video/comment that I interacted with.

Slowly, I started to enjoy the system, and started to compete in small badge/point achievement missions, like to watch 10 videos back to back. So, ordinarily I may stop after 5 or 6, but since I was learning, and the badge progress bar showed me that I can get a badge for watching 4 more, I stayed glued to the system. Doing this I was gaining new gamification knowledge and on the other hand I was climbing up the leaderboard, which in my view point, showed other players that I am a regular visitor to the site (Game technique of Envy), and I am very active as well. Staying on top for a day was fun initially, then staying on top of the board for a week showed my achievement to others, all was good till this stage, I was playing fair till now and making progress gaining gamification content.

The game turned bad now, the moderator of the blogs linked the ranking to some meaningful reward hoping for increasing activity, at this point fun became obsession, and weekly top ranking was no more engaging monthly was needed, but all-time top spot was what I wanted. The new materials started to dry up, as I had no new activity to do, and still I was way behind the number one player. So, I dived in figuring out how the system actually gives points/badges, can it be gamed. And to my luck it was possible. I learnt for example by giving 50 unique visit to the site, I will get 10,000 points, so I simply opened 50 tabs and opened the website 50 times in 10 minutes, and boom 10,000 points or write 10 comments and get 5,000 points so I checked that whether writing random comment like “qweqw ere qew” is counted, and it did, so boom 10 random comments I got another 5,000 points and in no matter of time, I learned all the rules and became number one player, or atleast top 10 before I stopped playing across various sites.

Though I have stopped doing it now, but by this post, I hope the gamification platform designers will learn something and prevent further exploitation of their platform or do not make activities contingent upon points which promote players to do the same things that I did.

 
5 Comments

Posted by on January 5, 2014 in Gamification, Gamification Strategy

 

Tags: , , , , ,

 
%d bloggers like this: