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In order to analyze how gamification works in complicated business context, this presentation focuses on gamification in e-Commerce. A case study on gamification in the two biggest online ‘Shopping Sprees’ in China is presented. The detailed case study will inspire the attendees on how to define playing fields between player motivations and business objectives, how to choose game mechanics based on culture, and how to design game-like user experience to motivate the intended audience.
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Gamification in e-Commerce: Strategies to Motivate Consumers in Online
Shopping Crazes in China
by Xiao [email protected]
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Xiao ChenUX Designer
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HangzhouChina
Who knows about
Alibaba?
Others
Alibaba Group
Alipay
Alimama
Ju Hua Suan
eTao
TaobaoTmall
Alibaba.com
Cloud
TaobaoTmall
Gamification and Motivation
Gamification in e-Commerce
Case Study: Motivate Consumers in Online Shopping Crazes in China
“Gamification is the use of game elements and game design techniques in non-game contexts. ”
Gamification is not just borrowing game elements, the key is to motivate the target audience.
Check-In? No, to Get Blessing!
Deeply appreciate the target audience
Define right playing fields
Deploy appropriate gamification mechanics
Design idealized user experiences
Gamification and Motivation
Gamification in e-Commerce
Case Study: Motivate Consumers in Online Shopping Crazes in China
Clea
r
StrongPurchasing Desire
Blur
Weak
Shop
ping
Aim
s
LowMotivation
MotivationHigh
Gamification and Motivation
Case Study: Motivate Consumers in Online Shopping Crazes in China
Gamification in e-Commerce
Others
Alibaba Group
Alipay
Alimama
Ju Hua Suan
eTao
TaobaoTmall
Alibaba.com
Cloud
Double 11 Promotion Campaign
Double 12 Promotion Campaign
1. Audience
Ideal Consumers1
Potential Consumers2
Hard to Obtain3
3 Categories of Customers
2: Playing Fields
Consumer Motivations
Platform Objectives
Objectives of Online Shops
Consumer Motivations
Purchase products with low price
Discover interesting on-line stores
Enjoy the big shopping crazes
Business Objectives: Online Stores
Promote their brands and stores
Increase volumes of trading
Store clearance to sell products out of season
Business Objectives: Tmall
Stabilize its influence in eCommerce industry
Increase volumes of trading
Help its online stores to spread their brands
Increase advertisement income
Business Objectives: Taobao
Promote the mobile version of Taobao
Spend the virtual currency
Increase volumes of trading
Help its online stores to spread their brands
Playing Fields �
Consumer Motivations
Objectives of Platform (Tmall)
Objectives of Speciality
Stores
Business Objectives
Discover / Promote Brands
Purchase / Sell out Products
with low prices
Increase TurnoversAdvertise Brads
Achieve Business Objectives by Satisfying All of the Consumer Motivations
Playing Field
Consumer Motivations
Objectives of Platform (Taobao)
Objectives of Online Shops
Discover / Promote Online ShopsSpend Out
Virtual Currency
Promote Sales
Achieve Business Objectives by Satisfying All of the Consumer Motivations
Playing Field
Business Objectives
Popularize Designer Brands
Purchase / Sell out Cheap Goods
3: Gamification Mechanics
For Gamification in e-Commerce, Which Motivation Should Game Elements Align With?
Intrinsic or Extrinsic?
!
Extrinsic Motivation
Intrinsic Motivation
Human Motivations
!
BonusReward:
4: User Experience
Conclusion
Gamification for e-Commerce PlatformFactors
Challenge low
Loyalty long and high
Social Media medium
Iterative Improvement
keep improving
User Experience, Visual Design
medium
Driving Factors virtual currency, levels, points, etc.
Gamification in e-Commerce Promotions
low
high but no need to be long
important
no need, next time there will be a new one
very important
bonus
D
D
D
D
Deeply appreciate the target audience
Define right playing fields
Deploy appropriate gamification mechanics
Design idealized user experiences
DDDD
Deeply appreciate the target audience
Define right playing fields
Deploy appropriate gamification mechanics
Design idealized user experiences
O C T O R
Thank [email protected]
