Part of the success of a good user experience is that a product should be simple and enjoyable to use by users. Something else that is often enjoyable and simple are games— except Monopoly, things escalate quickly with that one! So it only makes sense that when designers were finding ways to make the user's experience better and meaningful, gamification came into the picture. 

Gamification is a technique of using game dynamics into non-game products; adding a more dynamic element by adding illustrations and animations to the design. This can already be seen in financial, healthcare, or language applications. This often translates to a longer, better and stronger engagement of the user with the product. 

One big advantage of gamification is that it boosts user engagement since it provides a more attractive way to captivate user’s attention and keep existing users engaged. This is important engagement in a product such as an app or a service translates to income and profitability. Therefore, the higher the user engagement is, the higher the chances of users coming back and also sharing the product to potential customers. Gamification also evokes motivation as the product or service is designed in a way that taps into a basic human urge to achieve goals, to be curious, and eventually use that motivation as a drive. Using gamification gives users a sense of achievement, progress, purpose, and self-improvement and using positive reinforcement to continue user engagement. It also boosts competition when apps or products are designed with a point system or with the possibility to add friends, this also creates higher usage and engagement. 

How can Designers add gamification to their UX Design?

• Badges and stickers: they can motivate and reward the user, which translates into the user using the app more actively and frequently.
• Progress bars: giving users the chance to track their progress in real time and for them to see how their actions affect their progress in real time can also be a good way to boost motivation and strengthen usage. 
• Challenge: a challenge can increase interest and this interest can be heightened when adding the idea of time limit or a prize for those who are able to fulfil the conditions. 
• Rewards and achievements: although badges and stickers are rewards, there are also other types of rewards to give for users’ achievements. From discounts, to collectible rewards or any other interesting elements. 
• Constraints: time limits to complete tasks can add intrigue and tension to the user’s interaction with the app. This, for many people, can be a good motivator that can boost engagement.

Adding a gamification element to a product does not only bring benefits to the product-user relationship but also to business development. Gamification development brings increased sales since objectives are well defined, understood, and they are embedded in the game. There’s also a reduction in development costs since the design and development is constantly undergoing analyses and tests to make sure that critical issues, players profiles, player engagement and motivation, etc are in check before implementation thus, reducing the need to invest in changes later on. The game is designed according to usability requirements which makes it an easy, effective and efficient experience that respects the target audience and the business objectives. 

Savant is informed by market research and has a specialised Digital Design team with extensive experience and expertise in UX/UI talent solutions. If you are looking to build or expand your Design and/or Development function, we can support you with the best talent in the industry with experts and market leading onboarding advice and consultation. To find out more about how we can assist you, please reach out to us at technology@savantrecruitment.com