Sergio Ligato attained his level 2 Octalysis Certificate with his submission “SDG’s in Action”. This app intends to help the Sustainable Development Goals become a reality to end poverty, reduce inequalities and tackle climate change. Sergio designed to increase user engagement for this worthwhile cause.

1. SDGs in Action
Level 2 Octalysis Certificate
Sergio Ligato
JANUARY2020

3. SDGs in Action - Introduction
SDG stands for Sustainable Development Goals
Developer: GSMA
SDGs in Action app intends to help the Sustainable Development Goals become a
reality to end poverty, reduce inequalities and tackle climate change.
Through the app, users can
● learn about 17 SDGs
● get news on favorite goals
● find out what can be done to help to achieve them
● create events actions
● invite others to join actions and events
I found this interesting app while I was searching for gamified projects to teach about
Agenda 2030 and Sustainable Development Goals.

5. Table of contents
1. Octalysis Strategy Dashboard
a. Business Metrics
b. Player Types
c. Desired Actions
d. Feedback Mechanics
e. Rewards
2. Current Experience Analysis
3. Brainstorm
4. Wireframes
5. Conclusions

6. Business Metrics (relevance ordered)
1. Daily actions for climate change (reported through “Act Now” button)
2. Users participation in live actions/events for climate change (events participation metrics)
3. Daily content views
4. Action/events created
5. Daily users login
6. Content shared through app sharing features (social, mail, IM)
7. Countries dissemination (user profile settings)
8. Content appreciation (“like” and “add to favorites” buttons)
9. Users app progresses

7. Player Types
CONCERNED
CITIZEN
enterprising
ACTIVIST
no knowledge of
SDGs
basic knowledge
of SDGs
CURIOUS
CITIZEN
BUSY
CITIZEN
relaxed

8. Player Types Overview
Concerned citizen → Enterprising – no knowledge of SDGs (Player Type that is most important to focus on)
The concerned citizen wants to take action and make the world a better place for him and children. He read news online but hasn’t
a deep knowledge and sometimes doesn’t know that some behaviors should be changed.
Activist → Enterprising – basic knowledge of SDGs
The activist is engaged in meetings and events about climate change and decision making. He often belongs to political groups or
no-profit association. He is curious about facts and data and wants to share them to make an impact.
Curious citizen → Relaxed – no knowledge of SDGs
The curious citizen read news about climate change and the world’s biggest issues but considers them “someone else’s” problem
or events distant from his comfort zone. He sometimes believes that media and fake news enlarge the entity of SDGs related
problems.
Busy citizen → Relaxed – basic knowledge of SDGs
Busy citizens usually read and listen to the news online and on tv. He has a basic knowledge about the world’s biggest issues but
his lifestyle doesn’t allow him to be part of the change. He feels like he could never be able to move without his car.

9. CD2
Have entrepreneurship
Wait for opportunities to take action
Trusts in their ability to change
Adapt own behaviors to sustainability models
CD1
Feel responsibility about change
Want to take action for the planet
Believe that a better world is possible
Support causes about global issues
Trust in most sustainable market players
CD3
CD4
Have entrepreneurship house, job, income
Have children, animals
Pretend to know sustainability data about things
they own
Defend their and their children’s health, local
environment
Love the places they live in (city, park, school,
workplace), Love taking care of their family,
friends, and animals
CD5
Believe that their behavior can affect others’
behavior
Support local groups and no-profit association
(not so frequently)
Pretend affordable data and news about world
facts
Trust in local and global influencers
Have fun meeting and talking to other people
CD6
CD8
Fear of bad habits consequences and children
future
Responsibility about sustainability threats
Health consequences of pollution and other
threats
Environmental consequences of unsustainable
habits and lifestyles
Want to avoid risk to share fake news
CD7
Wait for opportunities to take action
Player Types: overview
Octalysis Graph → CONCERNED CITIZEN (Player Type that is most important to focus on)

10. CD2
Want to affirm their convictions
Believe that change is possible
Pretend to take part in relevant live events
Love feeling self-confident
Have a strong and effective way to communicate
CD1
Have strong convictions and beliefs about future
and society, Have strong connection with their
group of activism, Feel continuously engaged in
global causes, Pretend to take part in relevant live
events, Wait for news about relevant changes
Would sacrifice their spare time to fight against
opponents, Want to leave a sign in history
CD3
Trust in freedom and free expression
CD4
Support causes right for them
Support sustainable lifestyles
Defend environment integrity
CD5
Have a strong connection with their group of
activism
Feel empathy to environment
Feel empathy to suffering people, minorities
Want to influence people around them
Pretend to influence decision-makers
Wait for other people to join causes they care
about
Trust in freedom and free expression, people
rights, Love stories about common people doing
great things, Love media attention on the causes
they care about, Love the feeling of not being
alone, Love to spread relevant message about
causes they care about
CD6
CD8
Fear incoherence, the impact of things on nature
Want to avoid, fake news, people sharing fake
news
CD7
Player Types: overview
Octalysis Graph → ACTIVIST

11. CD2
Want deeper knowledge about sustainable
behavior
CD1
Feel curiosity about global problems
CD3
CD4
Defend the right to decide how much their
lifestyle must be sustainable
Love their comfort zone
-CD4
Believe that a better world is possible only
through decision-makers relevant actions
(demotivates to take action because the User
feels no ownership/responsibility)
CD5
Feel influenced by other people thoughts about
sustainability
Wait for influencers actions and global changes
simply “happen”
Want to share their signs of progress about
sustainable behaviors
Pretend to express their opinion
CD6
CD8
Fear of bad habits consequences and children
future
Feeling of responsibility about sustainability
threats
Health consequences due to pollution and other
threats
Look unconcerned about global threats
CD7
Feel curiosity about global problems
Are not well informed about global issues
Wait for influencers actions and global changes
simply “happen”
Player Types: overview
Octalysis Graph → CURIOUS CITIZEN

12. CD2
Want to take part in relevant changes
CD1
Believe that a better world is possible
Support relevant causes but through monetary
donations and not direct actions local initiatives
Want to take part in relevant changes
CD3
CD4
Have a strong comfort zone
Have a large family
Have one or more animals to take care of
Have fun traveling and shopping
CD5
Have a large family to take care of
Feel impressed by other people problems
Want children and family to be happy
Support children desires
Pretend their opinions to be considered
Respectful behavior
CD6
Feel often a feeling of hurry
Want more time
CD8
Fear effects of pollution and other global issues
Fear wrong information about relevant facts
Support relevant causes but through monetary
donations and not direct actions
Want to avoid to finance not honest initiatives
CD7
Wait for evolution to spread and help
sustainability in mobility and energy fields
Player Types: overview
Octalysis Graph → BUSY CITIZEN

13. Desired Actions: Discovery Phase
ONLINE
2. Learn about SDGs in Action app through:
○ Social media stream content shared through
the app
○ UN website (while searching for Agenda 2030
Informations, for example)
○ The SDGs in Action app teaser (maybe
scrolling YouTube recommended videos)
○ Weblink on a topic related website
(sustainability, environment, learning apps)
○ Weblink on a partner website
OFFLINE
1. Learn about SDGs in Action app through:
○ Marketing materials in related locations or
events
○ Topic related books, ebooks, magazines
○ Teacher or friends recommendations
APP STORE
3. Search for the app on the app store
4. Find “SDGs in Action” app on the app store
5. Read app description
6. Download the app

14. Desired Actions: Onboarding Phase
1. Login
2. Discover the ACTNOW BOT section (what is the ActNow BOT?)
3. Scroll meaningful actions list (Local Produce, Bring Your Own Bag, …)
4. Discover the impact of the committed action and the number of climate
actions currently taken
5. Get back and visit once to News Section and scroll the page
6. Visit once The Goals section
7. Visit once the Actions section
8. Visit once the Profile section
9. Discover user performances tracking mechanics
10. Allow push notifications
11. Commit the first action and Click ActNow button to log completed
action
12. Profile Customisation

15. Desired Actions: Scaffolding Phase
1. Commit at least one climate action per day (report it through ActNow
BOT)
2. Browse and look for news updates
3. Read and share content through the app
4. Browse actions and upcoming events
5. Join live events
6. Organize local events and invite friends

16. Desired Actions: Endgame Phase
● Leave an app review on the app store
● Recommend app to friends and family
● Recommend app through social media
● Tell others how to get and use the app
● Monitor SDGs progress on the web through institutional websites (global, international, national,
local)
● Join real-life sustainability actions
● Acquire sustainability habits

17. Feedback Mechanics
Mediums of interactions and communication
● Social Network
● UN Websites
● Mail
● Newsletter
● App
● Events
● Peers
● Teachers
● ACTNOW BOT section (what is the ActNow BOT?)

18. Feedback Mechanics
● Visual feedback (wizard profile customization)
● Total Climate Actions counter
● Progress tracking about climate actions committed through PIN
● App notifications
● Social style interactions (like, share, join)
● Appointments dynamics (upcoming events)
● Status Points and ranks
● Social interactions with peers and teachers
● Collection sets (climate actions user set, user organized events portfolio)
● New actions status (submitted for review, awaiting review, approved and visible to all members)

19. Rewards
Abundance ordered
● Last available informations from influential institutions and organizations
● Meaningful informations about SDGs (data, media, lessons, comics, …)
● Friend and schoolmates appreciation for actions committed
● ActNow bot success feedback (what is the ActNow BOT?)
● Climate actions personal collection items
● Action approval (action become public)
● Action analytics (number of share, like, join)
● Status points
● Profile rank

20. CD1
● Join a Global Challenge through personal
action (Humanity Hero GT #27)
● Total numbers of committed actions in
ActNow bot
● Evocative media
CD2
● Status points & Leveling system
● Profile ranking
● Own actions engagement level
● Climate actions (MiniQuest GT #48)
● Progress bar (stars) (Progress Bar GT #4)
● Wizard profile configuration
● ACT floating button
CD5
● Share content
● Join someone else action
● Inviting friends and contacts to join actions
● Connecting social accounts
● Content appreciation (Like)
● Access to community members data
(photo, username)
● Own actions engagement
CD3
● Create new actions
CD4
● Profile custom preferences
● My Actions collecting in the profile section
● My Activity collecting in the profile section
● Climate Actions collection (Collection Set
GT #16)
● Email notifications related to SDGs user
choice
● Own actions monitoring
● New action creation
CD7
● Interacting with ActNow bot
● Content refresh
● Unknown amount of status points to gain
for leveling up
● App push notifications
● Newsletter content
CD8
● Progress Loss without sign in
● “See why it matters” feature for
no-sustainability behavior consequences
● Alarming tendencies about SDGs (“Water
scarcity… is projected to rise”)
CD6
● Actions and events scheduling
(Appointment Dynamics GT #21)
● Superstar rank
● Exclusive content

21. Graphs comparison
Current Analysis and main Player Types

22. Brainstorm
CD and Phase Ordered
DISCOVERY ONBOARDING SCAFFOLDING ENDGAME
CD1*
Challenging video teaser as first
item in app store
⌗
Individual mode or team mode
(join your class, join your city
group, join your school)
GT Elitism # 26 ⌗
Mini guided tour that brings to
earn the first SDG badge
Quote of the day (something
cool to share!) “tweet this” ⌗
Brag Button GT #57
Hall of fame, SDGs Superstars
page on UN website
Free individual or group pass to
live events
Free Lunch GT # 24
CD2*
Select level of Knowledge
(Beginner, Apprentice, Expert)
for the app to show proper level
questions
Knowledge Points in Profile, the
correct answer to questions
about SDGs let user gain
Kpoints (according to level
selected during Onboarding
Phase)
Status Points GT #1
Badges about 17 SDGs related
actions committed
Achievement Symbols GT #2
Receive UN exclusive Superstar
SDGs certification
Achievement Symbols GT #2
Hall of fame, SDGs Superstars
page on UN website
Achievement Symbols GT #2
*: priority ⌗: wireframe available

23. Brainstorm
CD and Phase Ordered
DISCOVERY ONBOARDING SCAFFOLDING ENDGAME
CD3*
Visual feedback for committed
desired action with Status
Points reward
High Five GT # 17 ⌗
Unlock the opportunity to own a
Trophy Shelf
Milestone Unlock GT #19
Unlock opportunity to create
and publish content type other
than Actions and Events (News,
“What can I do” advices) and
submit meaningful resource
links related to SDGs (video,
pages, activities)
Milestone Unlock GT #19
CD4*
Edit questions level in Profile to
challenge the system
Earn each badge about SDGs
Collection set GT #16
*: priority ⌗: wireframe available

24. Brainstorm
CD and Phase Ordered
DISCOVERY ONBOARDING SCAFFOLDING ENDGAME
CD5*
Quote of the day (something
cool to share!)
Participate with at least 10
friends and gain extra status
points Group Quest GT # 22
Trophy Shelf GT # 64
Quote of the day (something
cool to share!) “tweet this”
Brag Button GT #57
UI and content translation to
make more accessible the app
Social Treasure GT #63
CD6
Visual countdown to 2030
deadline
Countdown Timer GT #65
Visual countdown to 2030
deadline
Countdown Timer GT #65
Popup with nearest deadline
events near the user (“There are
3 events in the next week →
more info”) ⌗
Appointment Dynamics GT #6
Timed group challenges during
International Days related to
SDGs ⌗
Appointment Dynamics GT #6
Receive UN exclusive Superstar
SDGs certification
Achievement Symbols GT #2
Hall of fame, SDGs Superstars
page on UN website
Achievement Symbols GT #2
*: priority ⌗: wireframe available

25. Brainstorm
CD and Phase Ordered
DISCOVERY ONBOARDING SCAFFOLDING ENDGAME
CD7*
Best Team, Best School, Best
Class of the week/month/ever
Floating Trophy
Random reward if user
remember to enter the app
during UN International Days
related to SDGs
Random Rewards GT #72
Daily three questions list
according to own level of
knowledge and SDGs
preferences
MiniQuest GT # 48
Quote of the day (something
cool to share!) “tweet this”
Brag Button GT #57
Contact with one or many
organization (unknown until
now) according to SDGs
preferences, to act in real life
CD8
Progress Loss UI improvements
⌗
Progress Loss GT #81
Progress Loss UI improvements
⌗
Progress Loss GT #81
*: priority ⌗: wireframe available

26. Wireframes
Save The
World today
Challenging video teaser as first item
in app store

27. Wireframes
Individual mode or team mode (join
your class, join your city group, join
your school) I want to use SDGs In Action in
INDIVIDUAL MODE ❏
GROUP MODE ✓
Enter the Group ID
………………………………………………………………………….
SELECT MODE
Choose if you want to use app
individually or join a group (class,
school, other)

28. Wireframes
Visual feedback for commited desired
action with Status Points reward
🌟
GREAT WORK!
You just gained +1
Actions Point
X

29. Wireframes
Popup with nearest deadline events
near the user (“There are 3 events in
the next week → more info”)
⌛
HURRY UP!
There are 3 Actions
scheduled for this week
for you and your team.
Enjoy them to gain
up to +28 Actions Points!
Only 10 Actions Points left
for you to level up to
Champion
TELL ME MORE .
X

30. Wireframes
Timed group challenges during
International Days related to SDGs 🌊
22 MARCH 2019 is
WORLD WATER DAY!
Join at least 1 Action today
related to SDGs 6 or 14 and
gain +5 Actions Points.
Enjoy them with your team
and gain +5 Join Points.
Only 2 Join Points left for you
to level up to Superstar
TELL ME MORE .
X

31. Wireframes
Progress Loss UI improvements
😏
YOU SHOULD KNOW
THAT...
You committed 3 Actions that
help achieve 3 of the 17
Sustainable Development
Goals.
Don’t leave the app without
signing in and convert your
Actions in Actions Points!
Level Up to unlock app
features and join the most
important change in history!
TELL ME MORE .
X

32. Wireframes
Quote of the day (something cool to
share!) “tweet this”
QUOTE OF THE DAY
Share this quote to gain +1 Share Point
and help SDGs spreading!
“There is no such thing as
‘away’. When we throw
anything away it must go
somewhere.”
Annie Leonard, Proponent of Sustainability

33. The greatest threat
to our planet
is the belief
that someone else
will save it.
Robert Swan