Gamification and the Human-Centered Design Process (HCD)
The development of gamified products is a multidisciplinary field to which the fundamental rule “function follows form!” applies. This means that the product itself should not only work but be aligned to the target group’s competences, needs and preferences. In this respect, HCD is an essential part when it comes to the development of games or gamified products.
How do gamified products motivate, and what are the benefits?
To ensure that gamified applications motivate intrinsically, the following five main characteristics should be taken into account
(Coonradt: “The Game of Work”, 1984):
- clearly defined goals,
- an overview of results,
- frequent feedback,
- choice between methods
- continuous training
By considering these five characteristics and adapting the gamified application to your target group’s needs and preferences, your future product has enormous potential. Already at a young age, we learn skills and competences, which we would hardly have developed without playing games. Through scoreboards, credits and badges, we are encouraged to continue and improve.
Who develops the product?
Successful human-centred development is characterized by different features. The team composition is one of them. Multi-perspectivity and diverse backgrounds are essential for the development process. Computer scientists, cultural scientists, marketing strategists, filmmakers and designers can complement each other in this respect.
Who is the target group?
At the beginning of the project, the first thing to think about is the target group. One technique of target group analysis is the development of Personas that provide a summary of information about the living conditions. This is a good basis for reflecting on the norms and values of the target group.
How does the development process look like?
The process of idea generation can be enriched by concepts such as thinking hats or design thinking methods. Experts can be consulted to advise on the desired technological solution in terms of feasibility, time schedule or development costs. A quantitative or qualitative user survey can then be carried out to find out more about usage and living conditions. This is a long-term process and plays a central role in HCD. Subsequently, the project planning is further specified in another team workshop. The development process should then follow an agile project management approach, and the product should be developed iteratively with the feedback of the target group. Google Analytics, as well as direct user surveys, offer possibilities for analysis.
How do I successfully address the target group?
For this purpose, a detailed release schedule, the use of corporate design as well as social media managers are recommended. A product is successful if users remain loyal to it, return to it or watch for example a video in its full length. Playful elements such as User Storys or the setting-up of forums can also be used for this. In countries with difficult Internet access, radio should be used as a communication channel.
