gamificatiom in e-commerce (xiao chen)
TRANSCRIPT
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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Xiao ChenUX Designer
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HangzhouChina
Who knows about
Alibaba?
Open! O Sesame!
Others
Alibaba Group
Alipay
Alimama
Ju Hua Suan
eTao
TaobaoTmall
Alibaba.com
Cloud
Others
Alibaba Group
Alipay
Alimama
Ju Hua Suan
eTao
TaobaoTmall
Alibaba.com
Cloud
Tmall
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 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. ”
12 Beauties of Prince Yong
12 Beauties of Prince Yong
PointsBadgesLeaderboards
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
Alimama
Ju Hua Suan
eTao
Tmall
Alibaba.com
Cloud
Double 11 Promotion Alipay Taobao
Others
Alibaba Group
Alipay
Alimama
Ju Hua Suan
eTao
TaobaoTmall
Alibaba.com
Cloud
Double 11 Promotion
Double 12 Promotion
1. Audience
3 Categories of Customers
Ideal Consumers1
3 Categories of Customers
Ideal Consumers1
Potential Consumers2
3 Categories of Customers
Ideal Consumers1
Potential Consumers2
Hard to Obtain3
3 Categories of Customers
Clea
r
StrongPurchasing Desire
Blur
Weak
Shop
ping
Aim
s
Low
1
3
Double 11 of Tmall
Motivation2
MotivationHigh
MotivationHigh
Low
Clea
r
Purchasing Desire
Blur
Shop
ping
Aim
s1
2
3
Double 12 of Taobao
StrongWeak
2: Playing Fields
Audience Motivations
Business Objectives
Gamification in
Enterprise Management
On Line Game Company
Players pay us money to play games; people have to drag them away to stop them from playing.
The company pays the employees incomes…
But they run away from the offices right after 6:00 pm!
Let me manage the company like operating a game!
Employees’ Motivations
Employers’ Objectives
Work Efficiency → Career Development
Daily Work & Projects
Original Points
Work Points
Project Points
Daily Work
Project Work
Bonus Project Bonus
Promotion Points
Promotion Salary Increase
+ + =
Original Points
Work Points
Project Points
Daily Work
Project Work
Bonus Project Bonus
Promotion Points
Promotion Salary Increase
+ + =
Original Points
Work Points
Project Points
Daily Work
Project Work
Bonus Project Bonus
Promotion Points
Promotion Salary Increase
+ + =
Employees’ Motivations
Employers’ Objectives
Daily Work & Projects
Work Efficiency → Career Development
Employees’ Motivations
Employers’ Objectives
InnovationDaily Work & Projects
Work Efficiency → Career Development
Employees’ Motivations
Employers’ Objectives
InnovationDaily Work & ProjectsProfessionalDevelopment
Work Efficiency → Career Development
Audience Motivations
Business Objectives
Consumer Motivations
Platform Objectives
Objectives of Online Shops
Consumer Motivations
Consumer Motivations
Purchase products with low price
Consumer Motivations
Purchase products with low price
Discover interesting on-line stores
Consumer Motivations
Purchase products with low price
Discover interesting on-line stores
Enjoy the big shopping crazes
Business Objectives: Online Stores
Business Objectives: Online Stores
Increase volumes of trading
Business Objectives: Online Stores
Promote their brands and stores
Increase volumes of trading
Business Objectives: Online Stores
Promote their brands and stores
Increase volumes of trading
Store clearance to sell products out of season
Business Objectives: Tmall
Increase volumes of trading
Help its online stores to spread their brands
Business Objectives: Tmall
Stabilize its influence in eCommerce industry
Increase volumes of trading
Help its online stores to spread their brands
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
Increase volumes of trading
Help its online stores to spread their brands
Business Objectives: Taobao
Promote the mobile version of Taobao
Increase volumes of trading
Help its online stores to spread their brands
Business Objectives: Taobao
Promote the mobile version of Taobao
Increase volumes of trading
Help its online stores to spread their brands
Tao Gold
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
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
Tmall’s Double 11
Consumer Motivations
Objectives of Platform (Taobao)
Objectives of Online Shops
Discover / Promote Online ShopsSpend Out
Virtual Currency
Promote Sales
Business Objectives
Popularize Designer Brands
Purchase / Sell out Cheap Goods
Taobao’s Double 12
Playing Fields �
Playing Fields �
Playing Fields �
Playing Fields �
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
Extrinsic Motivation
Intrinsic Motivation
Human Motivations
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
Clea
r
StrongPurchasing Desire
Blur
Weak
Shop
ping
Aim
s
Low
1
3
Double 11 of Tmall
Motivation2
MotivationHigh
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
= 10 Yuan
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
DDDD
Deeply appreciate the target audience
Define right playing fields
Deploy appropriate gamification mechanics
Design idealized user experiences
O C T O R
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]
Questions?Comments?