Gamification can provide many benefits. It can increase customer engagement, motivate participation, and more. But by 2014, 80% of gamified projects will fail, primarily because of poor design.
The gamification design framework has 6 steps: define business objectives, describe players, delineate target behaviors, device activity loops, don't forget the fun, and deploy the appropriate tools, or 6 "D"s.
Like any project, think things through before you start.
We are good at describing the "players," which is what business school calls users.At least, if you're doing user research. It's really important to know what motivates your users. That helps you know what gaming elements will be effective.
Gamification does collect a lot of information about people, so you have to be careful what you collect and what you do with that information, especially if you operate globally, where laws about privacy vary from region to region.
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