Actionable Gamification: How to Design Engaging and Successful Experiences with the Octalysis Framework
Actionable Gamification: Beyond Points, Badges and Leaderboards
Have you ever wondered why some products, services, or experiences are so engaging and addictive that you can't stop using them? Have you ever wished you could motivate yourself or others to do something that is good for them, but not necessarily fun or easy? Have you ever wanted to create something that makes people happy, productive, and loyal?
Actionable Gamification Beyond Points Badges And Leaderboards
If you answered yes to any of these questions, then you might be interested in learning about actionable gamification. Actionable gamification is the art and science of applying game design principles and techniques to non-game contexts, such as products, services, workplaces, marketing campaigns, or personal lives. The goal of actionable gamification is to create engaging and successful experiences that optimize for human motivation and behavior.
But what makes gamification actionable? And how can you go beyond the superficial use of points, badges, and leaderboards that often fail to deliver lasting results? In this article, we will explore the concept of actionable gamification, introduce a powerful framework for human-focused design, and show you how to use it for different purposes. We will also share some examples of actionable gamification in practice and answer some frequently asked questions.
The Octalysis Framework: A Human-Focused Design Approach
One of the most comprehensive and influential models for actionable gamification is the Octalysis Framework, created by Yu-kai Chou, a world-renowned expert and author on gamification and behavioral design. The Octalysis Framework is based on his sixteen years of obsessive research on game mechanics and behavioral psychology. It helps designers understand and leverage the eight core drives of human motivation that make us do what we do.
The 8 Core Drives of Human Motivation
The Octalysis Framework identifies eight core drives that motivate us to take action. Each core drive has a positive and a negative side, depending on whether we are moving towards something (White Hat) or away from something (Black Hat). The eight core drives are:
Epic Meaning & Calling: The drive to be part of something bigger than ourselves, to pursue a higher purpose, or to fulfill a destiny. This is the core drive that motivates people to play games like World of Warcraft, join movements like Wikipedia, or donate to causes like Kickstarter.
Development & Accomplishment: The drive to overcome challenges, achieve goals, and make progress. This is the core drive that motivates people to earn points, badges, and leaderboards, as well as to learn new skills, master a craft, or level up in life.
Empowerment of Creativity & Feedback: The drive to express ourselves, explore different options, and see the results of our actions. This is the core drive that motivates people to play games like Minecraft, Lego, or The Sims, as well as to create art, music, or stories.
Ownership & Possession: The drive to own, control, or customize something that is valuable to us. This is the core drive that motivates people to collect items, customize their avatars, or build their own empires.
Social Influence & Relatedness: The drive to connect with others, belong to a group, or influence others. This is the core drive that motivates people to join communities, share opinions, or compete with others.
Scarcity & Impatience: The drive to want something that is rare, exclusive, or hard to get. This is the core drive that motivates people to chase after limited-time offers, unlock hidden features, or wait in line for the latest products.
Unpredictability & Curiosity: The drive to seek out new information, surprises, or rewards. This is the core drive that motivates people to play games like Candy Crush Saga, watch movies like The Sixth Sense, or read books like Harry Potter.
Loss & Avoidance: The drive to avoid something negative, unpleasant, or irreversible. This is the core drive that motivates people to avoid losing their progress, status, or possessions, as well as to comply with rules, deadlines, or expectations.
The Octalysis Framework helps designers analyze and balance these eight core drives in their designs. By understanding what motivates users at different stages of their journey and experience, designers can create more engaging and successful experiences that appeal to both the intrinsic and extrinsic motivations of users.
The 4 Phases of a Player's Journey
The Octalysis Framework also helps designers understand the different phases of a player's journey and how to optimize for each phase. A player's journey is the process of how a user discovers, learns about, uses, and stays loyal to a product or service. The four phases are:
Discovery: The phase where a user first hears about or encounters a product or service. The goal of this phase is to attract users and make them curious about what you have to offer.
Onboarding: The phase where a user learns how to use a product or service and what value it provides. The goal of this phase is to educate users and make them feel successful and accomplished.
Scaffolding: The phase where a user repeatedly uses a product or service and improves their skills and knowledge. The goal of this phase is to support users and make them feel empowered and creative.
Endgame: The phase where a user has mastered a product or service and seeks new challenges or goals. The goal of this phase is to retain users and make them feel loyal and influential.
The Octalysis Framework helps designers create different game mechanics and features for each phase of the player's journey. By understanding what users need and want at each phase, designers can create more satisfying and meaningful experiences that keep users engaged and motivated over time.
The 4 Experience Phases of a Game
The Octalysis Framework also helps designers understand the different experience phases of a game and how to optimize for each phase. An experience phase is the emotional state that a user goes through when interacting with a product or service. The four experience phases are:
Discovery & Attraction: The experience phase where a user feels curious and excited about a product or service. This phase corresponds to the Discovery phase of the player's journey.
Development & Progression: The experience phase where a user feels successful and accomplished by using a product or service. This phase corresponds to the Onboarding and Scaffolding phases of the player's journey.
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