Amy Jo Kim Ph.D. © 2011 All Rights Reserved

Who’s Playing Your Game?

Who’s playing? 2

What are they looking for?Case Study: http://www.modcloth.com

Why are they playing?

What’s their intrinsic motivation? to express their individuality with fashion

What’s their core engagement style?

What are their engagement verbs?

Explore

Express Compete

CollaborateGive

Help

Comment Like

Share

GreetCollect

RateView

Review

Vote

Curate

Win Challenge

ShowoffCompare Taunt

CreateDesign

Customize Choose

Purchase

Decorate

Build

Describe

What can they accomplish by playing?

Create a Customer-Curated Clothing Line

Samples are prototypes – can be dropped due to low order volume.

Needed a system to mitigate risk of meeting production minimums

What business issue do you want to address?

What are your goals for the system?

1: Validate purchase decisions with customer feedback

2: Provide an engaging, aspirational customer experience

SMARTgames for a connected world

http://shufflebrain.eventbrite.com