Being loyal to our theme “From Player to Professional”, Andrzej will share with us a case study that helps us think about the realities of being a gamification professional. You don’t always get what you want, that’s just how the real world works. But sometimes the limitations imposed that are out of your control are an opportunity to reflect, be creative and design truly innovative solutions.

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Gamification Europe
Using Limitations to Drive
Great Design
Andrzej Marczewski
Gamification Solution Consultant

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Creative
Design
Consulting Gamification Technology Communications
© Motivait Holdings Limited 2018
We design specific
solutions to achieve
specific behavioural
outcomes

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The Brief
The solutions should contain the
most up to date information about
Zebra’s culture, philosophies,
working practices and products.
It should demonstrate that Zebra
is a highly creative and innovative
company by providing a fun &
engaging first experience for new
employees.
Standardise On-boarding Teach About Zebra Fun & Engaging
No matter where you join in the
world or whatever your working
situation is you should receive the
same exciting welcome to Zebra..

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The Limitations
The project was the first of it’s
kind in Zebra, but had a fixed
budget that we had to work within,
meaning many of the more
“creative ideas” could not be
included.
This was the first project on a global
scale that Zebra had undertaken, what
started as a EMEA only pilot soon
gained global momentum as people
got more and more excited by what
they saw.
Fixed Materials Limited Budget Rapid Scope Expansion
We were not in a position to
recreate any of the materials. This
meant the solution had to still use
these “old materials” whilst adding
new interactive elements to the
experience.

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The Solution?

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Reimagine the
onboarding
experience
Zebra Island
An interactive, narrative driven,
game-like experience where new
joiners are invited to solve the
mystery of what happened on
Zebra Island.
They must navigate through
various island stations, complete
missions, find clues and discover
materials before time runs out.

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We don’t need
no Points &
Badges!
The Island is a “wrapper” for the
original content.
The narrative is used to drive
players through the materials,
rather than using rewards.
Puzzles and games are used to
boost players momentum at key
points in the experiences.
The non-linear story telling allows
players to create their own
experience as they explore.

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The Results?

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They love it and it works!
95% of users rate the experience 4 or 5 out of 5 stars.
The 3 most frequently cited takeaways from Zebra Island are
• a better understanding of what Zebra is about (values,
leadership, programmes to various verticals)
• learning materials are easier to digest
• the “game-like feel” and story make Zebra Island
engaging to use and sustain interest throughout

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Limitations are just
challenges to be overcome
and converted into
opportunities.

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