Designing a better reading experience with Matter: Incentive design and gamification for knowledge management

Designing a better reading experience with Matter: Incentive design and gamification for knowledge management

Reading online has become a multifaceted activity. It involves deciding what to read, the act of reading itself, and what one does with the knowledge gained after reading. Many of us have turned to read-it-later apps like Pocket to manage our reading lists. However, the first generation of read-it-later apps lacked certain smart features such as prioritization, resurfacing, and decay. This is where Matter, a new platform, aims to make a difference.

Trust is a crucial factor when it comes to deciding what to read. People trust other people, which is why Matter has decided to elevate writers as first-class citizens in their system. Good curation is highly valuable, as it helps users discover hidden gems that are often overlooked by engagement-based algorithms. By prioritizing the work of talented writers, Matter ensures a better reading experience for its users.

Another aspect that Matter focuses on is the bias towards new content. While it is important to stay updated, the overwhelming emphasis on newness can overshadow the immense value of older content. Matter aims to serve as a counterweight to this bias, ensuring that users have access to a wide range of content, both new and old. After all, some of the best works ever produced were not written in the past week.

Designing a better reading experience also involves addressing the issue of consuming content through email newsletters. While newsletters have gained popularity, reading them directly from email inboxes can be cumbersome. People want to quickly go through their inboxes, not spend more time there. Additionally, the inability to highlight or annotate content in emails can be limiting. Matter aims to solve this problem by providing a platform where newsletters can be read seamlessly, with the added benefit of highlighting and annotating.

In terms of consumer behavior, the rise of audio consumption cannot be ignored. People are increasingly turning to audio content due to the convenience it offers. Matter has recognized this trend and incorporated features that cater to audio consumption. For example, they have introduced "audio highlights" which allow users to highlight content as they listen without having to open their phones. This feature makes it easier for users to engage with audio content and enhances their overall reading experience.

Furthermore, Matter has implemented innovative features such as minimaps. By simply two-finger tapping an article, users can view a miniaturized version that enables them to quickly scan headers and navigate through the content. This feature takes inspiration from video games and code editors, making it a unique and user-friendly addition.

Matter's core users are what they refer to as "active" readers. These individuals not only read a lot but also curate their information diets proactively. They have favorite writers and subscribe to newsletters, often frequenting obscure blogs. Matter aims to cater to these active readers by increasing the return on investment of their reading time. They want to help users gain more insight, knowledge, and even thrill from the time they invest in reading.

Now let's shift our focus to the field of knowledge management. While much attention is given to technical approaches and structural aspects of knowledge storing, the importance of human motivation and willingness to share knowledge is often overlooked. This is where gamification comes into play.

Gamification, as defined by Deterding et al. (2011), is the use of game elements in non-game contexts. It has proven to be an effective approach to increase employee motivation, and it can also be applied to knowledge management (KM). KM involves the processes of creating, storing, transferring, and applying knowledge within a company. A shared and searchable knowledge base is essential for the re-usage of knowledge and value creation.

However, simply implementing a knowledge management system (KMS) does not guarantee successful KM. Human behavior is influenced by various factors, including individual skills, situational enabling, empowerment and obligation, and individual desire. Motivation plays a crucial role in knowledge sharing willingness and behavior.

Studies have shown a positive correlation between motivation and knowledge sharing. Intrinsic motivation, which stems from the feeling of doing something valuable or enjoyable, has a lasting effect and positively impacts knowledge sharing quality. On the other hand, extrinsic motivation, driven by external factors such as rewards or pressure, may lead to controlled behavior and less effective knowledge sharing.

To address and strengthen motivation for KM, gamification can be utilized. Gamification mechanics such as challenges, competition, feedback, performance graphs, rewards, and status can create incentives within the KMS. These elements can address both intrinsic and extrinsic motivation, promoting knowledge sharing and creating a culture of open exchange.

However, it is important to note that incentives do not have a uniform effect on all employees. The perception of external incentives varies from person to person, and this perception can impact their motivation. Therefore, it is crucial to consider individual differences and tailor incentive design accordingly.

Before concluding, here are three actionable pieces of advice for designing a better reading experience and implementing gamification for knowledge management:

1. Prioritize curation and elevate writers: Trust is key when it comes to deciding what to read. By prioritizing the work of talented writers and investing in good curation, you can provide a better reading experience for users.

2. Balance new and old content: While staying updated is important, don't overlook the value of older content. Design platforms that serve as a counterweight to the bias towards newness, ensuring users have access to a wide range of content.

3. Consider individual motivation and tailor incentives: In gamification for knowledge management, consider the individual perception of incentives and design them accordingly. Address both intrinsic and extrinsic motivation to promote effective knowledge sharing.

In conclusion, designing a better reading experience and implementing gamification for knowledge management are crucial steps in enhancing knowledge consumption and sharing. By prioritizing curation, balancing new and old content, and considering individual motivation, we can create platforms and systems that not only provide a seamless reading experience but also foster a culture of knowledge sharing and collaboration.