But how can I ensure that my audience keeps reading? Obviously by answering the key question and providing new information and insights. However, this is often not enough for complex topics. I need to ensure their motivation, and games are the perfect role model for that.
Games are fun and communicate perfectly:
- They give us an important goal with personal relevance.
- They package relevant information in an understandable and motivating way.
- They break down huge tasks into manageable steps and visualize our progress through feedback.
- They help us to learn new patterns of action and challenge us anew every time.
Playing belongs to the intrinsically motivated activities. When we play, we are completely immersed in what we do and are so tied up that we would like to never stop at all. In the end, we always ask ourselves where time has gone and look forward to the next round.
These insights are precisely what we use in motivational design: We transfer successful approaches and mechanisms from the gaming world to other areas and thus increase the use of digital products, services, and processes. And that is measurable!
Motivational design: The recipe to success
So, motivational design is the key to success. But what exactly does that mean? We have been designing and developing playful products and services for our clients since the end of the 1990s – from pure games to interactive employee trainings. We’ve used this experience to develop our 7-step model:
№1 Identification: Personal relevance
First of all, we make the product (or service) personally relevant to the users. This way, we strengthen their need to use it – and their enthusiasm to talk about it and motivate others to use it.
№2 Acquisition: Extrinsic motivation
If the product is competing with other products on the market, we give an external impulse at the beginning in order to generate attention. For simple rule systems, that could be a bonus system, for example.
№3 Engagement: Intrinsic motivation
Using playful incentives and mechanisms, we then make it fun – and thus create a desire to learn. Because if users enjoy a product, they will want to invest more time – the product becomes sustainably successful.
№4 Knowledge transfer: Comprehensible content
We make it easy for the user to understand the application and simplify the transfer of knowledge – even with more complex topics.
№5 Sustainability: Noticeable success
Through transparency of information, real-time feedback, and the dynamic adaptation of challenges to the progress of the user, we ensure tangible (learning) success.
№6 Retention: Additional rewards
We give the users good reasons to use the product regularly and encourage their return to the product.
№7 Innovation: User-centric ideas
Thanks to our agile creation methods – like design sprints – we are able to develop and test new ideas specifically for the user within a very short time period – ideally in co-creation with the client.
We have good experiences with this model – and so do our clients. By taking all these aspects into account when developing digital products, services, and processes, we are able to achieve our clients’ goals playfully, quite literally.
We offer an exciting insight into theory and practice with our workshop “Motivation Design Starter: Knowledge Transfer & Inspiration”. If you want to know more, please feel free to call me or send a message!
- Tahsin Avci
- Unit Director
- +49 40 181 585 191
- +49 170 342 7878
- E-mail Tahsin