gamification of collaborative consumption
TRANSCRIPT
Define business objectives:
• Increase generation of Shares
• Increase trade of Shares
• Increase spend of Shares
Delineate target behaviors:
• Increase amount of shared product & services (special everyweek, everymonth, etc quest with motivation to share products & services)
• Increase the usage of shares (todo lists service and special type of activity)
• Ensure of self-reproduction of audience (system will create social media awareness with special type of gamification activity -recomendation system)
• N points in different types of activity, proposal to complete another quest in different "skill tree".
• Collaborative Consumption Personal Radar Chart
Describe your players:
• Age: 25-54 (25-34, 34-45, 45-54)
• Married: 64,8%
• Countries: UK, USA, Netherlands, Denmark, Norway, Germany, Sweden, Spain, France, Italy, Brazil, Australia
• Social grade:
• UK - BC1C2E
• USA - Lower middle class, working class
• Household income: $25-50+k
• Behavior: active online consumer, active game player
• Children houshold: 40,2%
• Gender: 53% - men, 47% - women
Devise activity loop(for different types of players different and/or mix activity loops)
1. Feedback:
• N points in different types of activity, proposal to complete another quest in different "skill tree".
• For diffeernt types of players:
• Points
• Badges
• Leaderboards
• Statuses
• Rewards
Onboarding:
• The gamified system will engaged new players by providing a common task (business objective) in the form of simple quests.
• It will remain interesting for more experienced players by adding a complex quests from different mixtype activities quests and team work.
2. Engagement loops:
• 1.1. Explorers - quests (accomplishment of different lists/frameworks of recently posted products and services).
• Leisure frameworks (example, make a cycle tour at foreign city - book a flat, book a cycle, go to the somewhere and help anotherconsumer of the CC.com repair a house)
• TODO frameworks (example, garden todo list - making it clear - player need to book a lawn mower, book a car to go to the grocery store, get something else)
• 1.2. Killers - collaborative consumption products & services penny auction.
• 1.3. Socializers - products, professionals, services recomendation system ("i knew who can make/have it"), complex services graph ("Max knows 3 different people who can make a film (house, website, etc) if they would be a team).
• 1.4. Achievers - a different and broad types of achievements in different player roles
Progression loops:
We have complex social behavior and games strategies - not only achiever or killer. So for long-run progression we will use a gamified names for different types of activities related to the business goals.
Gamified names for different collaborative consumption behavior strategies:
• Saint (volunteer activity)
• Scientist (volunteer + problem solving activities)
• Inventor (problem solving activity)
• Entrepreneur (problem solving + trading activities)
• Traider (shares trading activity)
• Tycoon (trading + peer-to-peer competitive activities)
• Warrior (direct peer-to-peer shares competitive activity)
• Revolutioner(volunteer + competitive activities)
Every activity/mixed activities has a tree of skills (like RPG games, which gives the players a special benefits - special for the achievers, explorers, socializersand killers types of play)
So when the player get achievements form different trees of skills he gets
• Benefits from different trees of skills
• Personal Radar Chart
• Long-run progression to the mastery gamified status (saint, inventor, tycoon, etc)
• He discern all other opportunities to explore different types of collabortiveconsumption
• He can compare the graphs of different people
Deploy the appropriate tools
Mechanics (from the text above):• we have virtual currency, so we have a Resource Acquisition - amount of earn, trade, spent Shares.• Challenges - quests• Chance - different todo lists, explorer leisure quests on recently posted products & services (some sort of random)• Cooperation & Competition - collaborative task solving, team work, auction activity.• Feedback - radar chart, points, successfully finished quests, changes in radar graph• Rewards - badges, statuses, benefits from high-level achievements, ect• Transactions - auction, collaborative and team work• Win states - leaderboards, auction points.
Components:• Achievements• Avatars• Badges• Boss Fights (complex activity types like complex "todo" lists, quests)• Combat - auction• Content Unlocking (different complexes of engagement leisure quests for high-level players)• Gifting (volunteer activity)• Leaderboards• Levels - pathway to mastery to achieve high-ranked states (saint, revolutioner, tycoon, etc)• Teams• Points• Quests
Platforms:• PC• Mac• Android• iOS