3 Gamification design case studies

A series of projects designed to drive higher business outcomes and increase brand loyalty. The solutions were created based on one or more predefined broader themes such as Growth, Motivation, and Hook.

Target Group and the Problems

The target group(TG) was defined as any marketplace agent registered with TravelTriangle, with a higher focus on the agents with low and medium sales performance. The following are the core problems we had identified for solving through gamification of the product.

• The high churn rate of Agencies from the system and Travel Consultants at these agencies.
• The low motivation of working consultants no common/consistent system of incentives and other rewards
• A lesser engagement on the dashboard and tendency to take processes offline, leading to poorer usage analytics and control.

Vision and Execution Strategy

• To impart a sense of GROWTH in the user’s mind, by helping them clearly see the growth trajectory planned for them. (Through milestone visualizations through clear, concise and easy to consume content)
• To build a scalable system where the users are constantly MOTIVATED and help them see measure in their performance. (by introducing right triggers and nudges in their journey using various game modalities, guiding them in the right path to success, )
• To give the users’ a reason to be HOOKED (develop loyalty) with TravelTriangle’s product. (Through appreciations, on-screen and off-screen rewards, and a sense of competition and potential achievements)

Success metrics

• An increased Activation to Conversion(A2C) percentage.
• Increased process adoptions/engagement
• Improved efficiency levels for the low performing agents(measured in business contribution/ Net Earnings).
• Reduced churn rate from the system.

1. User Research

Over time we have made many visits to the Travel Agencies working with TravelTriangle, conducted various qualitative and quantitative understanding, and Persona creation activities(See the framework we use), and secondary research for planning an effective product-gamification roadmap (see insights here). Doing good user research for once would not only give you enough fuel for a couple of years(if not more) but also will make many medium size project executions even faster. Like the allegory of the two woodcutters, it always pays back in the end to the one who spent enough time sharpening the axe.

A snapshot of the overall Agent partner product’s user demography study.

The primary research also looked into existing Strategic and Operational Challenges(left) and Motivations of old and new agents(right).

2. Design Strategy

Using demographic survey and product usage analytics understanding we had identified the major user segments and subsegments. Various…

To read the complete article, please visit this link. Thanks to Dhaneesh Jameson for penning this article.