How to Gamify? A Method For Designing Gamification

P oceedings o he 50 h Hawaii In e na ional Con e ence on Sys em Sciences | 2017 How o gami y? A me hod o designing gami ica ion Benedik Mo schheuse IISM, Ka ls uhe Ins i u e o Technology and CR Robe Bosch GmbH benedik .mo schheuse @ki .edu Ka l We de In o ma ion Sys ems and Ma ke ing IISM Ka ls uhe Ins i u e o Technology ka l.we de[email p o ec ed] Juho Hama i School o In o ma ion Sciences Uni e si y o Tampe e juho.hama i@u a. i Julian Abe In o ma ion Sys ems IV Uni e si y o Mannheim [email protected] mannheim.de Abs ac Du ing ecen yea s, gami ica ion has become a popula me hod o en iching in o ma ion echnologies. Se e al business analys s ha e made p omising p edic ions abou pene a ion o gami ica ion, howe e , i has also been es ima ed ha mos gami ica- ion e o s will ail due o poo unde s anding o how gami ica ion should be designed and implemen ed. The e o e, in his pape we seek o ad ance he unde s anding o bes p ac ices ela ed o he gami ica- ion design p ocess. We app oach his esea ch p oblem ia a design science esea ch app oach; i s ly, by syn hesizing he cu en body o li e a u e on gami ica ion design me hods and in e iewing 25 gami ica ion expe s. Secondly, we de elop a me hod o gami ica ion design, based on he ga he ed knowledge. Finally, we conduc an e alua ion o he me hod ia in e iews o 10 gami ica ion expe s. The esul s indica e ha he de eloped me hod is comp e- hensi e, comple e and p o ides p ac ical u ili y. We deli e a comp ehensi e o e iew o gami ica ion guidelines and shed no el insigh s in o he o e all na u e o he gami ica ion de elopmen and design discou se. 1. In oduc ion Du ing ecen yea s he enhancemen o in o - ma ion echnology ia design ea u es bo owed om ( ideo) games, also known as “gami ica ion” [20], has become a no able de elopmen bo h in academia and indus y [15]. Gami ica ion p ima ily aims a inc eas- ing use s’ posi i e mo i a ions owa ds gi en ac i i ies o use o echnology, and he eby, inc easing he quan i y and quali y o he ou pu o he gi en ac i i ies [14, 20]. Business analys s sugges ha mo e han hal o all o ganiza ions will ha e gami ied pa s o hei p ocesses by 2015 [12, 21]. In he academic ealm, se e al s udies in a ious con ex s ha e shown ha URI: h p://hdl.handle.ne /10125/41308 ISBN: 978-0-9981331-0-2 CC-BY-NC-ND gami ica ion can be an e ec i e app oach o inc ease mo i a ion and engage use s o pa icipan s in a gi en ac i i y (see e.g. [15, 29] o e iews). Howe e , i has also been p edic ed ha a majo i y o gami ica ion implemen a ions a e doomed o ail due o poo unde s anding o how o success ully design gami ica ion [13]. This gap canonically o en mani es s as modes gami ica ion designs commonly consis ing only o simple mechanics, such as poin , badges and leade boa ds [15, 29]. Gami ica ion is di icul o design: 1) The sou ce o inno a ion; games, a e complex, mul i ace ed, and he e o e, di icul o holis ically ans e o o he en i onmen s, 2) gami ica- ion in ol es mo i a ional in o ma ion sys em design [14, 20] which en ails unde s anding a hos o (mo i a- ional) psychology, and 3) he goal o gami ica ion is commonly also o a ec beha io which adds ye ano he laye in o he scope o gami ica ion design. This dea h in comp ehensi e unde s anding o he phenomenon con inues o inhibi o ganiza ions om adop ing and designing e ec i e gami ica ion ap- p oaches. Thus a , only ew sou ces exis ha p o ide me hodological insigh s (e.g. [7, 16, 28, 34]) and p ac ical guidance on designing gami ica ion (e.g. [8, 27, 33, 39]). Howe e , mos o he amewo ks ha e no been empi ically e alua ed and ha e been de el- oped in a acuum. In his sense, he amewo ks do no d aw on each o he bu a he inhabi sepa a ed a eas. The e o e, in his pape we seek o ad ance he unde s anding o bes p ac ices ela ed o he gami ica- ion design p ocess. Applying design science, we app oach his esea ch gap ia combina ion and syn hesis o he cu en isola ed gami ica ion design amewo ks, as well as by in e iews wi h gami ica ion expe s on hei ac ual p ac ice. Secondly, we de elop a me hod g ounded in his knowledge using me hod enginee ing [4] and de i e equi emen s o gami ica- ion p ojec s. Finally, we e alua e he p oposed gami ica ion amewo k based on semi-s uc u ed in e iews wi h 10 gami ica ion expe s and discuss ou indings. 1298 Published in P oceedings o he 50 h Hawaii In e na ional Con e ence on Sys em Sciences (HICSS 2017) (pp. 1298-1307). Uni e si y o Hawai´i a Manoa. ISBN: 978-0-9981331-0-2. h p://dx.doi.o g/10.24251/HICSS.2017.155. 1299 2. Da a and me hods Gi en he s udy’s ocus, we op o a design science esea ch (DSR) app oach [19, 26] implying ha he esea ch p ocess consis s o wo p ima y modes o in es iga ion and hei in e play: 1) de eloping/ building heo y-ing ained a i ac s and 2) e alua ion o he de eloped a i ac s. Mo e speci ically, in he con ex o he p esen s udy he de eloped a i ac is a me hod o designing gami ica ion app oaches. The e alua ion phase is based on in e iew in es iga ions. In o de o de elop a holis ic pe spec i e on he subjec ma e and in o de o de i e he co esponding equi emen s, his s udy elies on mul iple sou ces o da a. Since he p ocess o gami ica ion is ele an o bo h, p ac i ione s and academics, we also collec ed insigh s om bo h ealms. We ex ac ed he schola ly expe iences om he li e a u e (p ac i ione and academic ou le s) and expe iences om p ac i ione s h ough in e iews. Bo h da a sou ces o m he da abase ha was used o de elop ou me hod. 2.1. Li e a u e Re iew In o de o ex ac equi emen s, ac i i ies and deli e ables om he li e a u e, we conduc ed a he meneu ically-o ien ed i e a i e li e a u e e iew [3, 38]. As a esul o he i s i e a ion, we iden i ied design ela ed key e ms o an ini ial sys ema ic li e a u e sea ch, esul ing in he ollowing sea ch s ing: (gami y OR gami ica ion) AND ( amewo k OR model OR design OR app oach) . The i s sea ch included he ollowing da abases: P oQues , ACM Digi al Lib a y, AIS Elec onic Lib a y, IEEE Xplo e Digi al Lib a y. Using me a-da abases included also non-IS domains e.g. Human-Compu e In e ac ion. We also conside ed g ay li e a u e and p ac ical ou le s o inc ease he comp ehensi eness o ou indings [3]. As a esul , ou sea ch iden i ied 468 a icles. In he ollowing s ep, we emo ed duplica es and excluded a icles based on i le, esul ing in 247 a icles. A e iew o he abs ac s educed he numbe o a icles o 35. Th ough a backwa d and o wa d sea ch [38] we iden i ied ano he 26 po en ially ele an a icles. We applied he same inclusion and exclusion c i e ia o ocus on a icles ha p esen ei he a p ocess model, a icula e speci ic equi emen s o p esen o he ele an in o ma ion o he design o gami ica ion. Consequen ly, ano he 5 a icles we e added o he li e a u e pool. Thus, we conside a lis o 41 (35 om he li e a u e sea ch +5 om back and o wa d sea ches) a icles ha include ele an in o ma ion abou gami ica ion as ou inal body o li e a u e. F om hese a icles, we ex ac he desc ip ions o me hods, phases, ac i i ies, deli e ables and equi emen s. In o al, we ound 17 1 gami ica ion me hods. Fo each iden i ied me hod we documen ed a co esponding p ocess-deli e ables-diag am (PDD) [4] in o de o build ou me hod da abase. A PDD is wo old, i desc ibes he me hod ac i i ies and phases on he le side, while i summa izes co esponding deli e ables as ou comes o hose ac i i ies on he igh side. 2.2. Expe In e iew In o de o complemen and compa e ou equi e- men s, ac i i ies and deli e ables om li e a u e we conduc ed expe in e iews. We used di e en cues o con ac o e 90 gami ica ion expe s. Wi hin his s udy, we conside an indi idual as an expe based on hei publicly a ailable in o ma ion abou hei occupa ion. In pa icula , an expe has eal wo ld gami ica ion p ojec expe ience and shows s ong in e es in he subjec ma e (such as h ough i) being a speake a in e na ional gami ica ion con e ence e.g. he Gami i- ca ion Wo ld Cong ess, ii) being pa o a gami ica ion associa ion, o iii) being one o he mos ac i e gami ica ion “in luence s” in social media channels 2 ). In o al, 25 expe s om 16 di e en coun ies pa icipa ed in he s udy. 15 in e iewees we e gami ica ion expe s, 6 we e consul an s and 4 we e academics. Following [31], we conduc ed semi- s uc u ed in e iews o inc eases he eplicabili y o he in e iews and enhance he in e iew quali y. While he i s pa o he in e iew ocused on he ex ac ion o equi emen s, he la e pa ocused on gami ica ion app oaches and deli e ables. The in e iews we e conduc ed in English and Ge man. Wi h he pe mission o he in e iewees, all in e iews we e eco ded and ansc ibed. Fo each gami ica ion p ocedu e desc ibed in he in e iews, we de eloped a co esponding PDD and ex ac ed in o ma ion analogue o hose o he li e a u e e iew. Addi ional in o ma ion in he ansc ip s we e coded and clus- e ed. The in o ma ion ga he ed om bo h, he li e a u e e iew and expe in e iews cons i u e a comp ehen- si e me hod da abase. By applying me hod enginee ing [4] he de eloped PDDs and hei me hod agmen s we e analyzed o hei alloca ion and comp ehensi e- ness. Nex , he indi idual agmen s we e compa ed in de ail, agg ega ed and assembled o he cons uc ion o a new gami ica ion me hod. In addi ion o he isualized elemen s o he PDDs, we summa ized 1 Highligh ed in bold a he e e ence lis . 2 The social media ac i i y was analyzed wi h he se ice “Rise” h ps://www. ise.global/gu us based on he da a om Oc obe 2015 1309 co esponding equi emen s o gami ica ion p ojec s o gain a comp ehensi e iew [35]. 3. Resul s Du ing ou e iew o he li e a u e and as esul o ou in e iews i became clea ha mos models ollow a simila p ocess, wi h subs an ial di e ences in he de ails. Taken oge he , he ac i i ies o he conside ed me hods can be di ided in o se en phases: (1) P ojec p epa a ion : All ac i i ies ha ha e o be execu ed be o e he p ojec s a s; (2) Analysis : Ac i i ies ha a e used o iden i y he necessa y knowledge o use s, p ocesses and he p ojec i sel ; (3) Idea ion : Ac i i ies o come up wi h ideas o gami ica ion designs; (4) Design : Designing o gami ica ion app oaches and c ea ion o p o o ypes; (5) Implemen a ion : Implemen- a ion o a gami ica ion app oach; (6) E alua ion : E alua ion and es ing o he gami ica ion app oach; (7) Moni o ing : Moni o ing o he gami ica ion app oach a e he elease. We ha e made he di ision o he ollowing sub-sec ions acco dingly. 3.1. P ojec p epa a ion Ele en gami ica ion me hods in he e iewed pub- lica ions and nea ly all in e iewed expe s ecommend o s a wi h he iden i ica ion o p oblems ha should be add essed ia gami ica ion and o de i e goals ha could be used o measu e he success o a gami ica ion p ojec (e.g. [10, 24, 39]). Nea ly all in e iewees con i med his p ocedu e in p ac ice and emphasized ha “many companies ha e a ough idea wha hey wan o do, bu i has o be clea ly de ined wha he objec i es a e and how hey can be measu ed” [I17]. The in e iews highligh ed ha clea objec i es a e an essen ial equi emen o success ul gami ica ion p ojec s (Table 2). The goals should be used o guide he p ojec and suppo he expec a ion managemen [I10, I12, I16, I17, I21]. Some au ho s [18, 36] also sugges he c ea ion o a ision s a emen and ini ial ske ches o be e communica e he objec i es among he s akeholde s o a gami ica ion p ojec . Some expe s ha e highligh ed ha he iden i ica ion o goals should be ocused on use needs and mo i a ion p oblems, a he han on business objec i es [I18, I19]. Fu he mo e, some au ho s epo ed ha , as a pa o his phase, i should be de e mined, whe he gami ica- ion is an app op ia e solu ion o he conside ed p oblem o begin wi h [7, 10, 16]. The in o ma ion ga he ed h ough he li e a u e e iew and he in e iews collec i ely sugges ha he main pu pose o his phase is o cla i y he gami ica- ion p ojec ’s objec i es. The e o e, ac i i ies such as he de ini ion , anking and jus i ica ion o p ojec objec s a e ecommended (c . [39]). Subsequen ly, i should be assessed, whe he gami ica ion is applicable and sui able . This ac i i y and equi emen was ound in se e al sou ces (Table 2). The in e iews indica e ha a p ojec plan wi h de ined objec i es, equi e- men s and condi ions, such as he budge , du a ion, p ojec eam e c. a e a ypical ou come o his phase [I15, I16, I20, I21, I22, I24] (Figu e 1). Ou o e iew also indica es ha so ac o s, such as he assu ance o suppo om ele an s akeholde s [I3, I10, I14, I21] and he expec a ion managemen [I10, I12, I16, I17, I21] should be cla i ied in he beginning. Figu e 1. Ac i i ies o he p epa a ion phase 3.2. Analysis (o con ex and use s) Gami ica ion is ypically applied in o de o en ich in o ma ion sys ems o se ices wi h mo i a ional a o dances o game ul expe iences [20]. The e o e, i is easonable ha bo h, a p o ound unde s anding o he a ge g oup, as well as he cha ac e is ics o he sys em ha should be gami ied, is o pa icula impo ance o design gami ica ion app oaches. Mos o he e iewed li e a u e on he design o gami ica ion ha e pu signi ican emphasis on unde s anding he use s bu a he same ime ha e la gely neglec ed he impo ance o he unde lying sys em ha is being gami ied. Only ew s udies p o ide de ails on he analysis o he applica ion a ea (e.g. [5, 7, 24]). To collec and analyze in o ma ion abou he po en ial use s o he gami ied sys em, se e al me hods we e sugges ed. These including in e iews [7], obse a ions [I8, I2, I18], measu emen s o ac ual use beha io [39, I18, I22], analyzing o beha io chains [7], su eys [36], dia ies and ocus g oups [28, I21]. All o hese me hods we e also b ough up by he in e iewees. A special app oach, called “ac i i y-challenge-mo i a ion iple s”, is p oposed by De e ding [7]. This no el app oach combines he use and con ex analysis and ocuses on he iden i ica ion o challenges and use mo i es in a gi en si ua ion. A ypical ou come o he 1301 use analysis is a a ge g oup cha ac e iza ion and segmen a ion. Di e en ac i i ies o desc ibe and clus e use g oups, such as c ea ing pe sonas [27, 36] o ca ego izing he use s wi h playe ypes [34] can be ound in he li e a u e. In addi ion o a demog aphic cha ac e iza ion o he a ge g oup [28], especially he iden i ica ion o mo i a ional ac o s, needs and use goals has been highligh ed in nea ly all models and expe epo s. The in e iews con i m ha he use o pe sonas a e a common p ac ice [I12-I14, I18, I21, I23] (e.g. [6, 8, 33, 36, 39]) and ha he use o segmen a ion amewo ks, such as playe ypes [2] o he Oc alysis F amewo k 3 could be bene icial o cha ac e izing he a ge g oup. As can be seen om his iangula ion o ele an li e a u e and expe in e iews, a wide ange o me hods has been deemed sui able o explo ing and analyzing he a ibu es o he po en ial use s. The in e iews indica e ha he con ex analysis seems o be mo e impo an in p ac ice, han i is desc ibed in he academic gami ica ion li e a u e. Especially in o ganiza ional con ex s he unde s anding o he business p ocesses, he co po a e cul u e and echnological cons ain s a e o en men ioned as essen ial equi emen s o design sui able gami ica ion app oaches [I6, I12, I15, I17, I24]. An in e iewee sugges ed he c ea ion o p ocess models and scena io analysis (I17, c . [30]). Ano he in e iewee ecom- mended he c ea ion o use jou neys in o de o be e unde s and and plan he beha io o he use s wi hin a gi en con ex ([I22], c . [6]). E en i he use analysis seems o be o g ea impo ance, an expe highligh ed ha indus y pa ne s o en do no ully unde s and why a use analysis should be conduc ed [I17]. O he expe s ha e epo ed ha he a ge use g oup may be e y la ge and he e ogenic, which can esul in an ine ec i e use analysis [I8, I25]. In such cases, he in e iewees ecommended o ocus on gene al use needs and mo i a ions, such as he need o compe- ence sa is ac ion [7, 20]. In summa y, ou da a indica es ha a ho ough con ex and use analysis is a co e equi emen o he success ul design o gami ica ion app oaches (Table 2). The con ex analysis is cha ac e ized by he iden i ica ion and unde s anding o he con ex , whe e gami ica ion should be applied. Fu he mo e, we ound ha he de ini ion o success me ics should be conduc ed in his phase. Bo h, he in e iews and he li e a u e ecommend his ac i i y o be able o measu e and moni o he success o a gami ica ion design (Table 2). The use analysis ocuses he de ini ion and cha ac e iza ion o a ge g oups , which includes he iden i ica ion o use needs, mo i a ions 3 h p://oc alysisg oup.com and beha io in he cu en sys em . The e iewed me hods indica e ha he use in o ma ion and segmen a ion a e ypically documen ed in o m o pe sonas (Figu e 2). Depending on he con ex , a designe has o de e mine he g anula i y o he use analysis and segmen a ion. Rele an li e a u e p o ides a weal h o de ailed guidelines o suppo he ac i i ies o he use and con ex analysis [6-8, 17, 33, 36, 39]. Figu e 2. Ac i i ies o he analysis phase 3.3. Idea ion Once an o e iew abou use and con ex cha ac e - is ics has been ob ained, he nex s ep is o de elop a gami ica ion design. Su p isingly, we ound ha se e al published me hods do no desc ibe his co e ac i i y in de ail. Mos o he iden i ied li e a u e on he design o gami ica ion speci ically p omo e he c ea ion o engaging challenges by he use o pa e ns known o m games (e.g. [11, 16, 22, 24, 27, 28, 33, 39]). Mo e pa icula , hey a gue o he use o game- design pa e ns and mechanics, such as ewa ds, poin s, badges, leade boa ds o s o y elling, as building blocks [27], and assume ha he combina ions o hese elemen s can in oke engaging challenges and mo i a e goal-di ec ed beha io (e.g. do X o unlock badge Y). Mos o hese me hods emphasize he selec ion o elemen s, which ma ch p e iously iden i ied use needs and p omo e desi ed use beha io . Fu he mo e, some au ho s ecommend o align gami ica ion elemen s and mechanics, in o de o p omo e epea ed pe o mance (“engagemen loops”) along a “playe jou ney” [17, 27, 39]. Howe e , he de ailed p ocess o selec ing and combining building blocks in o de o design a conc e e gami ica ion app oach o en lacks desc ip i e de ails and only ew au ho s p o ide in o ma ion on he mapping o gami ica ion mechanics o use ’s needs [7, 33]. 1302 The in e iews, on he o he hand, indica ed ha he selec ion and design o gami ica ion app oaches is a c ea i e p ocess and equi e an idea ion phase. The in e iewees sugges ed ha p ac ice pays much a en ion o his c ea i e p ocess, esul ing in a comp ehensi e lis o gami ica ion design ideas. The in e iews indica e ha he i s s ep is ypically an i e a i e b ains o ming ac i i y (wi h he goal o come up wi h a la ge amoun o ideas) [I17, I19] c . [7, 17, 22]. Explo a i e b ains o ming has been highligh ed as an impo an app oach o unde s and he so called “design space” (i.e. he space o possible design al e na i es) [I17, I19, 7]. Subsequen ly, he ideas a e usually consolida ed in o de o c ea e a lis o ideas o he design phase [I17, I19, I22, 7, 36] (Figu e 3). Figu e 3. Ac i i ies o he idea ion phase Some in e iewees ecommended o ocus he b ains o ming on he ul ilmen o use ’s needs, desi ed beha io and a ge ou come, a he han on echnology o game elemen s [I11, I14, I22, I24]. This iew has also been adop ed in cu en heo e ical and concep ual iews o gami ica ion [20]. Fi e expe s men ioned he impo ance o use in ol emen in he idea ion phase, in o de o ensu e he ocus on use needs (c . Table 2). Nea ly all in e iewed expe s epo ed ha hey ollow amewo ks, such as he Use -Cen e ed Design ame- wo k [28, 32], Design Thinking [I2, I11, 15, I16-I22, I25, 17], he Oc alysis F amewo k 4 [I6, I11, I12, I21], he Play ul Expe ience amewo k (PLEX) [1, I19], Laza oo’s 4 keys o un 5 [I16, I21] o he Pe son- A i ac -Task (PAT) model [9, 10] in o de o guide he idea ion. In e iewees also men ioned he use o c ea i e echniques, such as “buddy s o ming”, “b ain w i ing” o “p oxy hinking” in wo kshops wi h use s, designe s and o he s akeholde s [I15-I17, I20]. Fu he mo e, we iden i ied a se o ools and ech- niques, which a e used in p ac ice o s imula e and guide he idea ion phase (Table 1). Fo example, i e expe s men ioned ha he playing o games and he discussion o mechanics in boa d and ideo games can s imula e he mindse and suppo idea ion. Some expe s s ess he impo ance o coming up wi h an epic heme o a na a i e o guide b ains o ming and glue design elemen s oge he ([I1, I7, I8, I11, I21, I24], c . [33]). The li e a u e p o ides addi ional 4 h p://oc alysisg oup.com 5 h p://www.nicolelazza o.com/ he4-keys- o- un/ app oaches. Fo ins ances, [7] p oposes he use o “inno a ion s ems”, inspi ing p omp s ha guide and engage b ains o ming (e.g. “How migh we spa k a sense o p ide in an assembling p ocess?”). Table 1. Idea ion oolbox used in p ac ice Tools Pu pose Boa d and Video Games Playing o games and discussion o game mechanics can s imula e he mindse and suppo idea ion [I1, I2, I10, I14, I25], [36]. Design Lenses Design lenses [7] p o ide a special pe spec i e on a design space o guide idea ion and design in a pa icula di ec ion [I2, I6, I11, I16]. Design Ca ds Design ca ds mos ly con ain design lenses, such as basic human needs. Random and play ul b ains o ming wi h hese ca ds can help o come up wi h ideas o gami ica ion [I2, I8, I11, I16, I17, I19], c . [1]. Visualiza ions Visualiza ions (e.g. p ocess models) a e used o unde s and and communica e he ela ionships be ween use s and hei beha io in he conside ed en i onmen [I11], c . [30]. Game design pa e ns Commonly eoccu ing pa s in games a e o en used as ounda ion o de elop ideas o gami ica ion app oaches [I7, I8, I9] (see [15, 27, 29, 33] o ypical pa e ns). S o y Cubes Dices wi h di e en icons, which a e ypically used o suppo he c ea ion o s o ies. The s o y in u n can hen be used as s a ing poin o de elop design ideas [I8, I11], c . [33]. Can ases S uc u ing o gami ica ion ideas in a sys ema ic way. Can ases can help o communica e ideas, iden i y weaknesses and compa e app oaches [I5, I16, I17, I22] (e.g. [8]). Decision ees Decision suppo and guidance o e.g. he selec ion o game elemen s and mechanics [I18], c . [28] Bes p ac ice / gami ica ion pa e n Bes p ac ice examples and eoccu ing pa s in gami ica ion app oaches a e used as s a ing poin s o he idea ion [I14, I22, I24], c . [6, 16, 17, 27, 39]. 3.4. Design o p o o ypes A e collec ing ideas, conc e e gami ica ion de- signs can be de eloped. This s ep is s ongly ela ed o he idea ion phase and ocuses on he elabo a ion o e aluable and, he e o e, “playable” p o o ypes . Bo h, he li e a u e and in e iewees ecommend he apid de elopmen o p o o ypes, e.g. in o m o pape p o o ypes, ske ches o wi e ames [7, 18, 22, I7, I8, I14, I19, I21, I22] o i e a i ely es he success o a design idea. In gene al, se e al sou ces highligh ha success ul gami ica ion app oaches a ise om an in eg a i e design p ocess (Table 2), in which ideas 1303 and designs a e equen ly es ed and imp o ed un il hey seem o be e icien and p omising o each he p e iously de ined goals [5, 7, 28]. The li e a u e [10, 36] and 3 expe s [I3, I17, I22] sugges o c ea e a de elopmen concep as ou come o his phase (Figu e 4). This concep con ains all ele an in o ma ion o he implemen a ion. The in e iewees also epo ed ha some imes a ansi ion is pe o med a he end o his phase. In his case, he gami ica ion designe hands he p ojec o e o a eam o de elope s [18]. Due o he di e en ac i i ies in his phase, se e al expe s men ioned ha he gami ica ion designe equi es in e disciplina y skills, such as a p o ound unde s and- ing o human mo i a ion, game design, business p ocesses and in o ma ion sys em design (Table 2). 3.5. Implemen a ion o a design The majo i y o he me hods in he e iewed body o li e a u e con ain an implemen a ion phase. Howe - e , li le in o ma ion abou he de ails o i s con en a e ou lined. I can be summa ized ha he pu pose and ou come o his phase a e he de elopmen o a pilo , which can be used o ield e alua ion o he gami ica- ion design [10, I15, I22, I24]. Se e al au ho s desc ibe he implemen a ion as a con inua ion o he p o o yping [5, 7, 10] and ecommend an i e a i e p ocedu e in de elopmen cycles [22, 39]. Con inued use and play es ing a e each cycle is ecommended o e alua e and op imize he designed mechanics. The in e iews sugges ha he conc e e p oceeding wi hin his phase is de e mined by he decision (A) o de elop he gami ica ion app oach wi h an own eam; (B) o use ex e nal de elope s o (C) o adap he design o an exis ing gami ica ion pla o m. Mos expe s epo ed ha hey usually build gami ica ion solu ions wi hin hei own eam. Some epo ed ha hey use ex e nal de elope s [I10, I17, I21, I22] o de elope s o a clien [I10, I13, I14, I17, I21, I22]. A ew imes, he use o a ailable gami ica ion pla o ms was men ioned ([I22], c . [18, 22]). An in e iewee emphasized he im- po ance o he p ojec managemen and ecommended he in ol emen o he gami ica ion expe s wi hin he de elopmen p ocess [I14]. When de elope s ha e no expe ience wi h he de elopmen o gami ica ion pla o ms, hey should be ained, o example owa ds he o en e en -d i en a chi ec u e o a gami ica ion sys em [I19]. Figu e 5. Ac i i ies o he implemen a ion phase 3.6. E alua ion Aim o he e alua ion phase is o in es iga e, whe he he de eloped gami ica ion solu ion mee s he de ined objec i es. Se e al app oaches o e alua e a gami ica ion design can be ound in he li e a u e. These ange om quan i a i e o quali a i e app oach- es [10, 11, 16, 24, 36]. The in e iewed expe s epo ed ha hey ypically conduc in e iews [I9, I12, I19, I21, I22, I25], su eys [I1, I22, I25], impac s udies [I19] o A/B- es ing [I18, I23]. Mo eo e , play es ing was one o he mos men ioned e alua ion me hods. Play es ing e e s o he obse a ion o use s while unde aking a ask in a game [7, 10]. Se e al expe s ha e highligh ed ha obse ing use beha io is mo e e ec i e han in e iewing, as use s o en ha e p oblems o desc ibe expe iences e bally [I7, I11, I18, I21]. Fu he e alua ion echniques can be ound in he li e a u e. An example is he use o a se ice quali y model o measu e he e ec i eness o a gami ica ion app oach [11]. The su eyed expe s s essed ha in commissioned wo k he e alua ion is o en done in a lean manne o omi ed al oge he , since o en no budge is se aside o he e alua ion phase [I15-I17, I21, I22]. In hese cases, he pilo is jus launched. Figu e 6. Ac i i y o he e alua ion phase 3.7. Moni o ing Whe eas some a icles see gami ica ion as a (ne e ending) i e a i e p ocess o design, de elopmen , e alua ion, moni o ing and adap ion [33], he e iewed s udies and p ac ical guidelines ha e la gely omi ed his aspec . Mos simply ecommend a launch and pos -launch moni o ing (see [7] o an o e iew). The in e iews indica e ha p ac i ione s o en see Figu e 4. Ac i i ies o he design phase 1304 gami ica ion p ojec s as classical so wa e p ojec s wi h a clea s a and end [I17]. The e o e, moni o ing and managemen is o en no planed and budge ed in p ac ice [I12, I14, I15, I21]. Howe e , mo e han hal o he expe s emphasize ha gami ica ion p ojec s should no be conside ed as ypical de e minis ic so wa e p ojec s. “A success ul gami ica ion p ojec should ne e end, because i will become pa o how he o ganiza ion wo ks” [I3]. Mos expe s ecommend a moni o ing phase; in which he sys em usage is in es iga ed in egula in e als. The collec ed da a is used o e alua e he implemen ed game mechanics, o iden i y i egula i ies and o check whe he he desi ed use beha io is achie ed. Based on he ga he ed insigh s, mechanics, ules and con en s should be balanced and weaked in o de o keep he sys em engaging and o adap i o changing objec i es. A ypical ou come o his phase is a lis o imp o emen s (e.g. adap ion o pa ame e s in he implemen ed game mechanics [I4, I21] o a plan o a new elease [I2, I14]). Fu he mo e, he use o A/B- es ing has been men ioned as an app oach ha con inuously op imizes pa ame e s o gami ica ion ea u es [I11, I19]. Figu e 7. Ac i i ies o he moni o ing phase 3.8. Requi emen s o gami ica ion p ojec s Wi h he aim o p o ide a comp ehensi e iew, we ga he ed and summa ized all essen ial equi emen s o success ul gami ica ion p ojec s as a esul o ou li e a u e analysis. We also asked expe s o he mos impo an equi emen s. We agg ega ed he da a and compa ed he heo e ical iew wi h he li ed expe i- ence (Table 2). We summa ized hem in o se en mos impo an equi emen s o designing gami ica ion. Fi s , i could be concluded ha a p o ound unde - s anding o use s, hei mo i a ion and needs, as well as o con ex cha ac e is ics a e undamen al equi e- men s o gami ica ion p ojec s. The in e iews showed ha he expe s ypically ecommend o ocus on use needs ins ead o business goals in he o e all design p ocess. The expe s also men ioned use in ol emen in he idea ion and design phase as equi emen . Second , he li e a u e and in e iews highligh ha he objec i es o a gami ica ion p ojec should be de ined clea ly. Clea p ojec goals a e essen ial (1) o guide he o e all p ojec , (2) o e alua e he success o a gami ica ion app oach and (3) o be able o assess, whe he gami ica ion can be used o achie e he desi ed objec i e. (2) and (3) we e also equen ly men ioned as equi emen s o gami ica ion p ojec s in he in e iews. Thi d , nea ly hal o ou sou ces ecommend o es gami ica ion ideas as ea ly as possible. In his con ex , an i e a i e idea ion and design p ocess wi h egula use es s was o en men ioned as addi ional condi ion o success ul gami ica ion p ojec s. Fou h , gami ica ion should be pe cei ed holis ically wi hou alling in o he pi all o using simplis ic gami ica ion mechanics, such as poin s, badges o leade boa ds. Especially he in e - iews canonically highligh ed ha gami ica ion designe s need p o ound knowledge in game / gami ica ion design and human mo i a ion. The models ound in he li e a u e a e a help ul s a , bu he expe s emphasize ha hese amewo ks canno eplace he knowledge, c ea i i y and expe ience ha is needed o design solid gami ica ion app oaches. The li e a u e men ions his poin o en no explici ly, bu p o ides mani old in oduc ions o mo i a ion heo ies and game design (“ hinking” [17, 39]). Fi h , he in e iews indica e ha gami ica ion p ojec s ail due o a lack o unde s anding among key s akeholde s. The li e a u e highligh s ha p ojec s ail i legal and e hical cons ain s a e no conside ed in he design phase. Six h , he li e a u e ecommends o con ol and cu b o chea ing/gaming he sys em. Mo eo e , we ound ha possibili ies o chea ing can e e se he e ec s o gami ica ion and discou age use s. Howe e , some expe s epo ed ha chea ing can help o be e unde s and he use s and o op imize gami ica ion designs. Se en h , he li e a u e ecommends con inuous moni o ing and op imiza ion o gami ica ion p ojec s as a p e equisi e o long- e m success. The in e iews showed ha in p ac ice gami ica ion p ojec s a e o en planed wi h a small budge and limi ed ime ame. In hese cases, p ac i ione s ypically ocus on he idea ion, design and de elopmen phases. E alua ion and moni o ing a e o en neglec ed. Some expe s no ed ha , he e o e, some imes gami ica ion p ojec s ail and miss he objec i es. All equi emen s o m he ounda ion o success ul gami ica ion and a e di ec ly inco po a ed in o he de elopmen o he me hod desc ibed abo e. 4. E alua ion o he me hod Finally, we e alua ed he de eloped gami ica ion me hod ia expe in e iews [31]. All 25 expe s had been in i ed o pa icipa e in a second e alua ion in e iew. While wel e expe s ini ially ag eed o pa icipa e and e alua e ou esul s, we ecei ed wo las -minu e cancella ions. Hence, we conduc ed en 1305 Table 2. Requi emen s o gami ica ion p ojec s Requi emen s Li e a u e % In e iews % 1. Unde s and he use needs, mo i a ion and beha io , as well as he cha ac e is ics o he con ex 5; 6; 7; 8; 10; 11; 17; 27; 33; 34; 36; 37; 39 72 I2; I3; I4; I6; I7; I9; I11; I13; I14; I16-I20; I21-I25 76 2. Iden i y p ojec objec i es and de ine hem clea ly 5; 6; 10; 11; 17; 22; 24; 27; 33; 34; 37; 39 67 I3; I8; I11; I13; I16; I19; I21; I22; I24; I25 40 3. Tes gami ica ion design ideas as ea ly as possible 5; 6; 7; 17; 22; 33; 36; 37; 39 50 I1; I3; I4; I9; I11; I14; I18; I19; I22; I24 40 4. Follow an i e a i e design p ocess 6; 7; 10; 22; 27; 28; 33; 36; 39 50 I2; I9; I10; I11; I17; I22; I18; I19 32 5. P o ound knowledge in game-design and human psychology 16; 18 11 I1-I4; I6; I9-I16; I18; I20- I22; I25 72 6. Assess i gami ica ion is he igh choice o achie e he objec i es 6; 10; 16; 17; 34; 39 33 I1; I10; I13; I14 I17; I19; I22; I25 32 7. S akeholde s and o ganiza ions mus unde s and and suppo gami ica ion 6; 17 11 I2; I3; I9; I10; I12; I13; I15-I17; I18; I24; I25 48 8. Focus on use needs du ing he idea ion phase 6; 11; 17; 27; 33; 39 33 I6; I11; I16; I18; I22; I25 24 9. De ine and use me ics o he e alua ion and moni o ing o he success o a gami ica ion app oach 6; 7; 10; 11; 17; 27; 33; 37; 39 50 - 0 10. Con ol o chea ing / gaming- he-sys em 6; 10; 17; 25; 27; 34; 37; 39 44 - 0 11. Manage and moni o o con inuously op imize he gami ica ion design 6; 7; 17; 27; 33; 34; 36 39 I19 4 12. Conside legal and e hical cons ain s in he design phase 10; 17; 27; 39 22 - 0 13. In ol e use s in he idea ion and design phase - 0 I1; I4; I11; I19; I22 20 % ela i e p opo ion o he numbe o conside ed sou ces wi hin he li e a u e o he in e iews semi-s uc u ed in e iews [E1-E10]. Each in e iew con ained bo h, a su ey o e alua e he model in gene al, as well as an open po ion o e alua e speci ic pa s o he model. Following [23], we ocused he e alua ion on he seman ic quali y ( easible comple e- ness and alidi y), on he p agma ic quali y ( easible comp ehension and unde s andabili y) and las ly on he p ac ical u ili y. All in e iew pa ne s s a ed ha he model is un- de s andable and also p esen ed in a eadable o ma . Howe e , o i s applica ion i was highligh ed ha a undamen al unde s anding o gami ica ion is equi ed be o ehand [E4, E9]. 9 o 10 in e iew pa ne s ag eed o s ongly ag eed ha he me hod is comple e and con ain all ele an s eps. Two expe s ha e c i icized ha he model p o ides li le assis ance o he choice o gami ica ion elemen s [E4, E9]. Howe e , as he majo i y o he in e iews showed ha in p ac ice gami ica ion is a c ea i e and i e a i e design p ocess, we assume ha he use o amewo ks ha de ine s ic guidelines o he use o gami ica ion building blocks may ha m needed c ea i i y. Addi ionally, we added an o e iew o echniques, ools and amewo ks ha may suppo he idea ion (Table1). Fu he mo e, some small ecommenda ions o imp o e he model ha e been collec ed. These include he commen ha he use jou ney should be in eg a ed in o de o in i e design- e s o hink abou long- e m engagemen [E8], he aspec ha p oblems in he implemen a ion can lead o a new design phase [E2] o ha he budge should be conside ed du ing he idea ion phase [E4]. 9 ou o 10 ag eed ha a p ojec would p obably be success ul using ou p ocess (assuming ha i was execu ed co ec ly). In gene al, he model go posi i e eedback wi h some in e iew pa ne s e en saying ha hey would like o y he model in hei wo k o e lec hei model wi h ou esul s [E2, E6, E7]. The esul s o he e alua ion we e included in ou inal model, which is a ailable as download a gami ica ion- esea ch.o g . Mos in e iewees ag eed wi h he iden i ied e- qui emen s in Table 2. The i e a i e design p ocess a oused he mos discussions. Gene ally, he expe s ag eed ha design and de elopmen should be i e a i e, bu commissioned wo k does no always allow an i e a i e p ocedu e [E8, E10]. [E10] ecom- mended o no i e a e and es o ea ly, as gami ica ion o en needs a ce ain ma u i y in o de o ge solid esul s. Rega ding he assessmen whe he gami ica ion is he igh choice, [E4] a gued ha his has o be decided be o e he p ojec s a s. O he s sha ed he opinion ha gami ica ion can be applied almos always [E2]. The c ea i i y o he designe c ea es he bo de s. 1306 5. Discussion o he esea ch indings The e iew and in e iews shed no el insigh s in o he o e all na u e o he gami ica ion de elopmen and design discou se in bo h, academia and p ac ice. We ound in e es ing di e ences and o e laps be ween p e iously published me hods o designing gami ica- ion and he ac ual p ac ice o companies a emp ing o gami y. Fi s , nea ly all o he expe s and e iewed gami ica ion me hod ela ed pieces o li e a u e unanimously ag eed ha gami ica ion design should ollow an i e a i e, use -cen e ed design p ocess wi h high deg ee o use in ol emen as well as ea ly es ing o design ideas [6, 7, 10, 22, 27, 28, 33, 36, 39]. While i e a i e and use -cen ic design a e ha dly no el app oaches in so wa e de elopmen , ou da a is canonical abou he c ucialness o hese app oaches since gami ica ion applica ions a e exceedingly complex in o ma ion sys ems. Gami ica ion equi es holis ic in o ma ion sys em design; aking in o accoun no only he s ella echnical aspec s bu also he mani old and mul idimensional aspec s o use psychology and engagemen [7, 20]. Second , we iden i ied ha se e al me hods in p e iously published li e a u e a e no de ailed enough o p o ide su icien p ac ical guidance (e.g. [5, 11, 16]). Mos expe s epo ed ha hey no ollow a published me hod since mos me hods canno comple ely co e he complexi y ha esul s om he na u e o human mo i a ion and he a ious applica ion a eas o gami ica ion [15, 20]. Some expe s ha e e en no ed ha cu en me hods a e limi ing he c ea i i y and he possible design space i ollowed s ic ly. Howe e , he expe s gene ally ag ee ha amewo ks, which o e guidelines o he iden i ica ion and alloca ion o gami ica ion building blocks on di e en use cha ac e is ics (e.g. [27, 33, 39]), can pa ially use ul o de eloping gami ica ion designs and o suppo he idea ion. Thi d , we ound di e ences in he design p ocess be ween he e iew and he in e iews. We iden i ied ha due o he complexi y, he selec ion o game-design elemen s and game mechanics is o en mo e c ea i e and b ains o m- ing based in p ac ice, han i is desc ibed in cu en li e a u e [7] (e.g. [11, 16, 24, 27, 28, 39]). P e iously published me hods o en lack a de ailed desc ip ion o he c ea i e idea ion and design phase [5, 11, 24, 27]. The e o e, we ha e included he idea ion phase in ou me hod and collec ed a se o ools and amewo ks ha ha e been employed in p ac ice and may help in eme gence o gami ica ion ideas and designs (Table 1). 6. Conclusion In his pape we sough o ad ance he unde s and- ing o bes p ac ices ela ed o he gami ica ion design p ocess. We ackled his esea ch p oblem ia a design science esea ch app oach; i s ly, by syn hesizing he cu en body o li e a u e on gami ica ion design me hods and in e iewing 25 gami ica ion expe s. Secondly, we de eloped a me hod o gami ica ion design and de i ed equi emen s o success ul gami ica ion p ojec s based on he ga he ed da a. The e alua ion o he de eloped gami ica ion me hod, unde aken by 10 gami ica ion expe s indica ed ha he de eloped me hod is comp ehensi e, comple e and p o ides p ac ical u ili y. 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