Since 2010, gamification has started being popularized as the next big thing. But it is not simply replicating game elements to manipulate the target audience. The key is to drive engagement and actions. Companies need to deeply appreciate the characteristics of the people and the culture, develop suitable playing fields and game mechanics, and design idealized user experience. In order to analyze how gamification works in complicated business context, this presentation focuses on gamification in e-Commerce. Firstly, factors that influence shopping motivation are analyzed, and the different applications of gamification for common purposes and for e-Commerce are compared. Secondly, a case study on gamification in the two biggest online ‘Shopping Sprees’ in China is presented. The detailed case study will inspire the attendees on how to define playing fields between player motivations and business objectives, how to choose game mechanics based on culture, and how to design game-like user experience to motivate the intended audience.

1. Gamification
in e-Commerce:
Strategies to Motivate
Consumers in Online
Shopping Crazes in China
by Xiao Chen
ion_shaw@hotmail.com

2. Xiao Chen
UX Designer

3. Xiao Chen
UX Designer
Hangzhou
China

4. Who knows about
Alibaba?

5. Open! O Sesame!

7. Others
Alibaba Group
Alipay
Alimama
Ju
Hua
Suan
eTao
TaobaoTmall
Alibaba.
com
Cloud

8. Others
Alibaba Group
Alipay
Alimama
Ju
Hua
Suan
eTao
TaobaoTmall
Alibaba.
com
Cloud
Tmall

9. Others
Alibaba Group
Alipay
Alimama
Ju
Hua
Suan
eTao
TaobaoTmall
Alibaba.
com
Cloud
TaobaoTmall

10. Gamification and Motivation
Gamification in e-Commerce
Case Study:
Motivate Consumers in Online
Shopping Crazes in China

11. Gamification and Motivation
Gamification in e-Commerce
Case Study:
Motivate Consumers in Online
Shopping Crazes in China

12. “Gamification is the use
of game elements and
game design techniques
in non-game contexts. ”

15. 12 Beauties of Prince Yong

16. 12 Beauties of Prince Yong

24. Points
Badges
Leaderboards

25. Gamification is not
just borrowing game
elements,
the key is to motivate
the target audience.

26. Check-In? No, to Get Blessing!

29. Deeply appreciate
the target audience
Define right
playing fields
Deploy appropriate
gamification mechanics
Design idealized
user experiences

30. Gamification and Motivation
Gamification in e-Commerce
Case Study:
Motivate Consumers in Online
Shopping Crazes in China

31. Clear
StrongPurchasing Desire
Blur
Weak
ShoppingAims
Low
Motivation
Motivation
High

32. Gamification and Motivation
Case Study:
Motivate Consumers in Online
Shopping Crazes in China
Gamification in e-Commerce

34. Others
Alibaba Group
Alimama
Ju
Hua
Suan
eTao
Tmall
Alibaba.
com
Cloud
Double 11
Promotion
Alipay Taobao

35. Others
Alibaba Group
Alipay
Alimama
Ju
Hua
Suan
eTao
TaobaoTmall
Alibaba.
com
Cloud
Double 11
Promotion
Double 12
Promotion

37. 1. Audience

38. 3 Categories of Customers

39. Ideal
Consumers1
3 Categories of Customers

40. Ideal
Consumers1
Potential
Consumers2
3 Categories of Customers

41. Ideal
Consumers1
Potential
Consumers2
Hard to
Obtain3
3 Categories of Customers

42. Clear
StrongPurchasing Desire
Blur
Weak
ShoppingAims
Low
1
3
Double 11 of Tmall
Motivation
2
Motivation
High

43. Motivation
High
Low
Clear
Purchasing Desire
BlurShoppingAims 1
2
3
Double 12 of Taobao
StrongWeak

45. 2: Playing Fields

46. Audience
Motivations
Business
Objectives

47. Gamification in
Enterprise Management

48. On Line Game Company

49. Players pay us money to play
games; people have to drag
them away to stop them from
playing.

50. The company pays the
employees incomes…

51. But they run away from the
offices right after 6:00 pm!

52. Let me manage the company
like operating a game!

53. Employees’
Motivations
Employers’
Objectives
Work Efficiency → Career Development
Daily Work & Projects

54. Original
Points
Work
Points
Project
Points
Daily
Work
Project
Work
Bonus
Project
Bonus
Promotion
Points
Promotion
Salary
Increase
+ + =

55. Original
Points
Work
Points
Project
Points
Daily
Work
Project
Work
Bonus
Project
Bonus
Promotion
Points
Promotion
Salary
Increase
+ + =

56. Original
Points
Work
Points
Project
Points
Daily
Work
Project
Work
Bonus
Project
Bonus
Promotion
Points
Promotion
Salary
Increase
+ + =

57. Employees’
Motivations
Employers’
Objectives
Daily Work & Projects
Work Efficiency → Career Development

58. Employees’
Motivations
Employers’
Objectives
InnovationDaily Work & Projects
Work Efficiency → Career Development

59. Employees’
Motivations
Employers’
Objectives
InnovationDaily Work & ProjectsProfessional
Development
Work Efficiency → Career Development

60. Audience
Motivations
Business
Objectives

61. Consumer
Motivations
Platform
Objectives
Objectives
of Online Shops

62. Consumer Motivations

63. Consumer Motivations
Purchase products with low price

64. Consumer Motivations
Purchase products with low price
Discover interesting on-line stores

65. Consumer Motivations
Purchase products with low price
Discover interesting on-line stores
Enjoy the big shopping crazes

66. Business Objectives:
Online Stores

67. Business Objectives:
Online Stores
Increase volumes of trading

68. Business Objectives:
Online Stores
Promote their brands and stores
Increase volumes of trading

69. Business Objectives:
Online Stores
Promote their brands and stores
Increase volumes of trading
Store clearance to sell products
out of season

70. Business Objectives: Tmall
Increase volumes of trading
Help its online stores to
spread their brands

71. Business Objectives: Tmall
Stabilize its influence in
eCommerce industry
Increase volumes of trading
Help its online stores to
spread their brands

72. Business Objectives: Tmall
Stabilize its influence in
eCommerce industry
Increase volumes of trading
Help its online stores to
spread their brands
Increase advertisement income

73. Business Objectives: Taobao
Increase volumes of trading
Help its online stores to
spread their brands

74. Business Objectives: Taobao
Promote the mobile version
of Taobao
Increase volumes of trading
Help its online stores to
spread their brands

75. Business Objectives: Taobao
Promote the mobile version
of Taobao
Increase volumes of trading
Help its online stores to
spread their brands
Tao Gold

76. 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

77. Consumer
Motivations
Objectives
of Platform
(Tmall)
Objectives
of Speciality
Stores
Business Objectives
Discover / Promote
Brands
Purchase / Sell out
Products
with low prices
Increase Turnovers
Advertise Brads
Tmall’s Double 11

78. Consumer
Motivations
Objectives
of Platform
(Taobao)
Objectives
of Online Shops
Discover / Promote
Online Shops
Spend Out
Virtual Currency
Promote Sales
Business Objectives
Popularize
Designer Brands
Purchase / Sell out
Cheap Goods
Taobao’s Double 12

79. Playing Fields

80. Playing Fields

81. Playing Fields

82. Playing Fields

83. Playing Fields

84. Consumer
Motivations
Objectives
of Platform
(Tmall)
Objectives
of Speciality
Stores
Business Objectives
Discover / Promote
Brands
Purchase / Sell out
Products
with low prices
Increase Turnovers
Advertise Brads
Achieve Business
Objectives by
Satisfying All of the
Consumer Motivations
Playing Field

85. Consumer
Motivations
Objectives
of Platform
(Taobao)
Objectives
of Online Shops
Discover / Promote
Online Shops
Spend 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

86. 3: Gamification Mechanics

87. Extrinsic
Motivation
Intrinsic
Motivation
Human Motivations

88. For Gamification in e-Commerce,
Which Motivation Should Game
Elements Align With?
Intrinsic or Extrinsic?
!

89. Extrinsic
Motivation
Intrinsic
Motivation
Human Motivations

90. !
Bonus
Reward:

91. 4: User Experience

95. http://www.tmall.com/go/act/tmall/2013-khc.php

98. Clear
StrongPurchasing Desire
Blur
Weak
ShoppingAims
Low
1
3
Double 11 of Tmall
Motivation
2
Motivation
High

99. Consumer
Motivations
Objectives
of Platform
(Tmall)
Objectives
of Speciality
Stores
Business Objectives
Discover / Promote
Brands
Purchase / Sell out
Products
with low prices
Increase Turnovers
Advertise Brads

103. = 10 Yuan

108. Conclusion

109. Gamification for
e-Commerce Platform
Factors
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

110. D
D
D
D
Deeply appreciate
the target audience
Define right playing fields
Deploy appropriate
gamification mechanics
Design idealized
user experiences

111. DDDD
Deeply appreciate
the target audience
Define right playing fields
Deploy appropriate
gamification mechanics
Design idealized
user experiences
O C T O R

112. DDDD
Deeply appreciate
the target audience
Define right playing fields
Deploy appropriate
gamification mechanics
Design idealized
user experiences
O C T O R

113. DDDD
Deeply appreciate
the target audience
Define right playing fields
Deploy appropriate
gamification mechanics
Design idealized
user experiences
O C T O R

114. Thank You!
ion_shaw@hotmail.com

115. Questions?
Comments?