RESEARCHER AT INSERT COIN GAMIFICATION IN E-COMMERCE ...€¦ · gamification in e-commerce...

GAMIFICATION IN E-COMMERCEWEBBHUSETS MAGENTODAG

MAGNUS BJERKNE GERDIN

RESEARCHER AT INSERT COIN

TABLE OF CONTENT

INSERT COIN

GAMIFICATION

RESEARCH

GWEN

SUCCESS CASES

E-COMMERCE CASE

INSERT COIN“IN A TIME WHEN CUSTOMER ENGAGEMENT HAS COLLAPSED AND USER RETENTION NEVER BEEN WORSE, GAMIFICATION CAN HELP TO BOOST LONG-LIFE LOYALTY AND INCRESE CONVERSION”

CARL BJERKNE, FOUNDER & CEO

THE ATTENTION ECONOMY

CONSUMERS ARE

CONSTANTLY SWITCHING

THEIR ATTENTION FROM

ONE THING TO ANOTHER.

CUSTOMER EXPERIENCE IN CUSTOMER LIFECYCLE

USERS

AMBASSADORS

CUSTOMERS

VISITORS

GAMIFICATION“GAMIFICATION IS NOT A PRODUCT, RATHER A DESIGN PROCESS WHERE GAME ELEMENTS ARE ADDED TO AN EXISTING PROCESS TO CHANGE THE INFLUENCE OF HUMAN BEHAVIOURS”.

RICHARD N. LANDERS, GAMIFICATION SCIENCE, ITS HISTORY AND FUTURE (2018)

CHALLENGEROCK

PAPER

SCISSORS

FLOW SETUP CONDITIONS

YOUR STARTING POINT

YOU IMPROVE YOUR SKILLS AND GET BORED

YOU CHALLENGE YOURSELF TO A STRESS LEVEL

BACK TO FLOW ACTIVITIES WHICH LEAD TO DISCOVERY

“WITHOUT LEARNING; PRACTICE AND CHALLENGE THERE IS NOW FLOW”

THINK CHARACTER TRANSFORMATION

1. PERSONAL TRANSFORMATION IS THE BACKBONE OF GREAT GAME PLAY

2. PROGRESS METRICS ARE ICING ON THE LEARNING & MASTERY CAKE.

3. HELPS TO GAUGE WHERE YOU STAND AND HOW FAR YOU´VE COME.

SCORING A GOALBUILD FROM SYSTEMS AND ROLES THAT ENGAGE IN A MICRO-WORLD.

PROGRESS METRICS ARE ICING ON THE LEARNING & MASTERY CAKE.

HELPS TO GAUGE WHERE YOU STAND AND HOW FAR YOU´VE COME.

THE TRINITY OF INSTRINCT MOTIVATION

AUTONOMY: SELF-DETERMINATION THEORY AND MENINGSFUL CHOISE

MASTERY: SKILL-BUILDING, FEEDBACK, AND CHALLANGE

PURPOSE: CONNECT WITH SOMETHING GREATER THAN YOURSELF

RESEARCH“29 OF 36 RESEARCH ARTICLES HAVE PROVIDED EMPIRICAL EVIDENCE THAT TO INCLUDE GAMIFIED ELEMENTS IN NON GAMIFIED ENVIRONMENTS HAVE A SIGNIFICANT INFLUENCE ON CONSUMERS ENGAGEMENT AND BUYING DECISIONS”.

SANDRA TOBON, GAMIFICATION AND ONLINE CONSUMER DECISIONS: IS THE GAME OVER?

BUILDING A SCIENCE OF GAMIFICATION – THE FOUR FRAMEWORKS

GAME ELEMENTS (PREDICTORS)

TARGETED ORGANISATIONAL OUTCOMES (CRITERIA)

INTERMEDIARY INDIVIDUAL CHANGES (MEDIATORS)

PERSONAL AND SITUATIONAL CONTEXTS (MODERATORS)

THEORETICAL CAUSAL RELATIONSHIPS BETWEEN CONSTRUCTS IN GAMIFICATION SCIENCE.

PERMA-VMARTIN SELIGMAN HAS A GOAL FOR THE WORLD:

51% OF POPULATION TO BE FOURISH BY 2051

HAPPINESS & WELL-BEING

( )

NUDGE THEORY

“PAINTED LINES ON ROADS WERE INTRODUCED WHEN CARS KEPT CRASHING INTO EACH OTHER IN AMERICA 1917.

ONE OF THE MOST FAMOUS EARLY EXAMPLES WAS PAINTED ALONG “DEAD MAN’S CURVE” ON WHAT IS NOW COUNTY ROAD 492, IN MARQUETTE COUNTY,

MICHIGAN.”

LOJALITET 1.0THE EARLY USE OF GAMIFICATION HAS BEEN REWARD PROGRAMS, WHERE CONSUMERS COLLECT POINTS THAT THEY CAN REDUCE TO PRODUCTS. THESE ARE FOCUSING ONLY ON ONE GAME MECHANICS, REWARD.

J. ZICKERMAN, GAME-BASED MARKETING (2010)

LOJALITET 3.0BIG DATA AND AI TECHNOLOGY, ENABLES TO USE CUSTOMER JOURNEY ANALYTICS TO TARGET, PERSONALIZE AND SEGMENT OVERALL CUSTOMER EXPERIENCE.

BREAKING APART DATA SILOS AND AGGREGATING DATA SOURCES WILL BE ESSENTIAL TO AFFECTING CUSTOMER EXPERIENCE ON A LARGER SCALE.

GAMIFY THE WORLD ENGINE“GAMIFICATION IS NOT ITSELF A PRODUCT; ONE DOES NOT CREATE A GAMIFICATION AS ONE CREATES A GAME. INSTEAD, ONE ADDS GAME ELEMENTS TO CHANGE A PROCESS THAT ALREADY EXISTS TO CHANGE HOW THAT PROCESS INFLUENCES PEOPLE”

RICHARD N. LANDERS, GAMIFICATION SCIENCE, ITS HISTORY AND FUTURE (2018)

EVENT HANDLERSEVENTS = A STREAM OF DATA ITEMS, E.G. TRANSACTIONSA DISPATCHER, E.G TRANSCATION CENTERA SET OF HANDELERS

MODULESLEVELSACHIEVEMENTSREWARDSMISSIONSLEADERBOARDSCHALLANGESSELF-REPORTINGTEAM (LAUNCH APRIL)

ARCHITECTURE

USER ACTION

CLIENT BACKEND

STREAMING (Pub/Sub)

PROCESSING (Dataflow)

GWEN LOGIC (Rules Engine)

GWEN DATABASE (Data Warehouse)

EVENT DISPATCHER (Messaging)

GAMIFICATION PROCESS

ANALYSIS PHASEIDEATION PHASEIMPLEMENTATION PHASE EVALUATION PHASEMONITORING PHASEINVOLVEMENT PHASE

Source: Benedikt Morschheuser, Karl Werder, Johu Hamari, Julian Abe (2017).

SUCCESS CASES”INSERT COIN ADD RESEARCH INTO ALL PROJECT WITH BOTH QUANTITATIVE AND QUALITATIVE METHODS, WITH STATISTICS FROM BOTH OUR OWN ANALYTICS IN CMS AND VIA DEEP INTERVIEWS WITH CLIENTS AND USERS”.

ADAM PALMQUIST, CHIEF SCIENCE OFFICER AT INSERT COIN

CHALMERS UNIVERSITY OF TECHNOLOGY

WHILE STUDYING DEMANDING COURCES AND PROGRAMS IT CAN BE HARD TO UNDERSTAND WHAT IS EXPECTED TO REACH TOP TIER.

+15 % INCREASE OF COURSE COMPLETION

+284% COURSE COMPLETED WITH HIGHEST GRADE

GLHF.ggA NEWLY LAUNCHED STREAMING SERVICE WITH FOCUS ON ESPORT WAS FACED WITH THE CHALLENGE OF CONVERTING THEIR MAIN VISITOR.

+192 % AVERAGE INCREASE IN CONVERSION RATE PER WEEK

WENT FROM A CONVERSION RATE OF: 0,33% TO 8,21% IN 5 MONTHS

VIDEQUUSA NEWLY LAUNCHED SURVEILLANCE SERVICE WITH FOCUS ON HORSES WELLBEING AND SAFETY.

+55% TIME PER SESSION

+101% INCREASE IN ENGAGEMENT

+250% INCREASE IN DAILY WATCHES

POTENTIAL ECOMMERCE CASETHIS IS JUST LAB-CASES. THE BRANDS HAS NOTHING TO DO WITH REAL WORLD CLIENT CASES.

LAB – CASE 1

MODULE – TUTORIAL

WELCOME THE USER IN AN ONBOARDING PROGRAME.

MODULE – SHOP

ADD AN EXTRA SHOP EXLUSIVE FOR THE LOYALTY PROGRAM WITH UNIQUE ITEMS.

LAB – CASE 1

MODULE – LEVELS

USE THE LEVEL MODULE TO HIGHLIGHT LEVEL UP AN VISUALISE PROGRESS IN THE LOYALTY PROGRAM.

MODULE – CHALLENGES

CREATE A CHALLENGE FOR THE USER THAT ADDS VALUE TO THE JOURNEY PATH.

LAB – CASE 2

MODULE – TUTORIAL

GUIDE THE USER THROUGH THE JOURNEY PATH.

MODULE – ACHIEVEMENTS

CREATE DAILY/WEEKLY ACTIONS FOR THE USER TO ACHIEVE AND GIVE EXPERIENCE OR REWARD FOR ACHIEVING THOSE ACTIONS.

THANK YOU FOR THE GAMEMAGNUS BJERKNE GERDIN

RESEARCHER AT INSERT COIN

MAIL: MAGNUS@INSERTCOIN.SE

PHONE:+46(0)76-313 73 94