Human-focused design recalls that people have feelings, insecurities, and reasons for doing certain things, and optimises as per their feelings and motivations. From LinkedIn's skill endorsements to likes on Facebook, from badges at work to names on the leaderboard, gamification has sneaked into our lives unnoticed.
With gamification normalising from a trending topic to a functional reality, it has sneaked its way into every aspect of our lives with us taking no notice. LinkedIn is a serious, business-oriented social network and hence does not strike us as the first thing when we visualise fun and games.
However, it has beautifully integrated game mechanics into its service and has used it to garner incredible success. Features such as the association of profile completion with profile strength, skill endorsements increasing the profile view by thirteen times, sections like who has viewed your profile and its leaderboard ranking are in fact, gamified.
Gamification is a process of utilising gaming elements and activities, such as winning badges, earning points, and topping leaderboards, in a non-game environment. It is a concerted effort to appeal to an individual's sense of competition and desire for recognition. In the recent past, when Facebook was virtually formidable, all of us were either addicted to Farmville or hounded by constant invitations from friends to join and aid them in their noble farming quest. What seemed to be an innocent game in fact resulted in producing a decisive and a favourable outcome for Facebook - its users logged in daily, spent large amounts of engaged time on their platform, and actively invited their friends to spend more time on the platform, which ultimately aided Facebook to grow its user base, and thence its revenue. Facebook literally added games on its portal, a viable tactic which was unrealised by the users as a collaborated attempt to engage them, but was seen as a truly fun way for them to spend their time. While there were no inherent advantages that the user could deem or gratify himself, since the points could not be redeemed or monetised, it assisted Facebook to help build its user base and brand value in a big way.
Gamification Framework: Octalysis
This story is from the March 2019 edition of Human Capital.
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This story is from the March 2019 edition of Human Capital.
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