Gamification: Fixing the Broken Model and Solving Real Problems

Gamification: Fixing the Broken Model and Solving Real Problems

Introduction:
Gamification, the practice of incorporating game elements into non-game contexts, has become a popular strategy for engaging users and motivating desired behaviors. However, many gamified systems have fallen short of their intended goals, leaving users disengaged and unsatisfied. In this article, we will explore why gamification is broken and how it can be fixed. Additionally, we will discuss the importance of solving real problems for customers and aligning business goals with user needs.

The Flawed Approach of Points, Badges, and Leaderboards:
One of the most visible and frustrating aspects of gamification is the overuse and misuse of points, badges, and leaderboards. Many product designers have attached virtual currencies to various actions, assuming that people will collect them simply because they are offered. However, this approach fails to consider the underlying motivations of users and often leads to a shallow and unengaging experience. Users need a clear understanding of why they should rank up, collect, or conquer within a gamified system in order to feel truly motivated.

Displacement of Rewards and Transaction Mode:
Offering rewards for behaviors that should occur naturally can actually diminish intrinsic motivation. When users are placed in a "transaction mode" where they are solely focused on earning rewards, the original motivations behind their actions are altered. As a result, users become less motivated than before, defeating the purpose of gamification. It is crucial to strike a balance between rewards and intrinsic motivation to create a sustainable and meaningful user experience.

The Condescending Tone Problem:
Many gamified systems adopt a patronizing tone in an attempt to keep users motivated. However, this approach often backfires, as users find the excessive cheerfulness and constant congratulatory messages patronizing and insincere. To truly engage users, gamified systems should focus on providing value and enhancing the user's sense of accomplishment.

Successful Examples of Gamification Done Right:

1. Duolingo: Adding Fun to Language Learning:
   Duolingo's success lies in its ability to provide a fun way of learning something that people already wanted to learn. By creating a gamified language learning experience, Duolingo keeps users engaged through the right balance of difficulty and unpredictability. Users progress through levels, making mistakes along the way, which enhances their sense of accomplishment and motivates them to continue learning.

2. Sublime Text: Empowering Power Users:
   Sublime Text, a popular text editor, incorporates gamification elements to empower its power users. By enabling users to discover advanced features and providing a slick and elegant UI, Sublime Text makes users feel smarter and more capable. The gamified elements serve as a means of enhancing the user's skills and productivity, rather than simply offering rewards for completing tasks.

3. GitHub: A True Leaderboard and Valuable Currency:
   GitHub, a platform for version control and collaboration, introduces a true leaderboard and a valuable currency in the form of contributions and repositories. By showcasing users' contributions and allowing them to build their reputation within the developer community, GitHub creates a sense of achievement and recognition. The currency of valuable code and impactful projects serves as a meaningful reward that motivates users to continue contributing.

How to Fix Gamification: Actionable Advice:

1. Design for "Flow":
   When designing gamified systems, it is important to create an experience that aligns with the concept of "flow" - a state of deep engagement and immersion. By striking the right balance between challenge and skill level, designers can ensure that users are neither overwhelmed nor bored. This will keep users immersed in the experience and motivated to continue.

2. Enable User-Defined Standards for Progress:
   Instead of imposing predefined goals and milestones, allow users to define their own standards for progress within a gamified system. This empowers users and gives them a sense of ownership over their journey. By allowing users to set their own goals, gamified systems become more personalized and meaningful.

3. Visualize Progress and Accomplishment:
   Incorporate visual cues and progress indicators to show users how far they have progressed within a gamified system. This not only provides a sense of accomplishment but also motivates users to continue their journey towards their desired goals. Visualizing progress helps users stay engaged and provides a clear sense of direction.

Conclusion:
Gamification, when done right, can be a powerful tool for engaging users and motivating desired behaviors. However, the current broken model of gamification, characterized by an overreliance on points, badges, and leaderboards, needs to be addressed. By focusing on solving real problems for customers and aligning business goals with user needs, gamified systems can become more meaningful and effective. By implementing actionable advice such as designing for "flow," enabling user-defined standards for progress, and visualizing progress and accomplishment, we can fix the flaws in gamification and create engaging and impactful experiences.