People love the feeling of progression and winning in anything, even their apps. Hence, it may be worth incorporating gamification UX into your designs. This way, you can reward users (or “players”) for taking advantage of different features and completing “levels.” However, doing this the wrong way will just frustrate your users.
In this guide, the Page Flows team shows you ways to gamify your app and explains how this can keep your users engaged.
What Is Gamification in UX?
A gamified user experience is one that adds elements of games and competition to boost user engagement. This could include levels, leaderboards, and special in-app currencies. The core of this strategy is to make using the app even more fun. It might even leverage the Zeigarnik effect to make sure users follow the onboarding process to the end.
Today, game elements are present in basically any kind of app. With so many experiences vying for our attention at a time, gamification encourages us to focus on just one. The thrill of finishing a level or reaching a new milestone is great for any user. However, this only works if UX teams implement this in the right way.
How Gamification UX Elements Boost Engagement
Turning an app into a game that people can “win” will keep them playing for a long while. These techniques can also even make it easier for users to figure out how the app works. In fact, according to research published in the International Journal of Human-Computer Studies, gamification helps the learning process. Users who understand your app are much less likely to uninstall it.
When the “players” complete a challenge, they’re likely to get virtual rewards. This alone can be a strong incentive to pay more attention. Gamified features take advantage of both intrinsic and extrinsic motivation to create a rewarding, engaging experience. This means users will finish the tasks for their own satisfaction and for the rewards waiting at the end.
There are plenty of gamification UX examples on your own mobile devices. Even something as simple as the progress bar on Netflix becomes a task for the user to complete. Similarly, getting likes on social media can feel like getting points in a game. When designing an app, you should never underestimate the engaging qualities of gamification UX design features.
Types of Gamification Mechanics in UX
There’s no shortage of app mechanics that have echoes of gamification. These create a positive feedback loop. Even when the users finish one task, they’ll likely want to keep going. Here are some of the most common mechanics in UX design gamification:
- Levels: Many apps use levels, missions, or tasks to lay out the user’s next steps. This helps them see their overall progress and feel a strong sense of accomplishment for the ones they finish.
- Challenges: Some apps also add challenges to walk users through complex features as part of the tutorial. These goals can involve getting a certain number of stars on a level, for example.
- Points: When users finish a level or complete a challenge, they’ll likely get points, stars, or other rewards. These are powerful motivators, especially if they let the user buy virtual items in-game.
- Badges: Similarly, some apps give special stickers or badges which form part of a digital collection. Once we start to build a catalog of something, we’ll naturally keep working to complete it.
- Leaderboards: Video games have an intense competitive aspect. Gamification taps into this to encourage users further. If their score can get them on a leaderboard, they’ll want to rise up the ranks.
- Progress: Some apps visualize user progress as traveling through a map or joining new leagues. In any case, it helps developers pace the user journey and avoid overwhelming them in the process.
Creating a Rewarding Points System in Gamified UX
The human reward system sits at a crossroads between biology and psychology. This is the part of the brain that makes winning and progression so fun. However, it’s never as simple as giving out points and calling it a day. Your approach to this positive reinforcement will massively impact the ways every user engages with your app.
If you give out too many points, this dulls the feelings of accomplishment. They might even end up with too many points to use in-game. On this note, you need to make sure these points have a purpose for the user. This could include letting them buy new outfits for their avatar or custom app color schemes.
Gamification in UX design also can’t risk under-rewarding the user. If you space medals, points, and other incentives too far apart, this might simply bore the players. Finding a healthy balance will likely involve a lot of user testing — but the results can speak for themselves. With the right strategy, points can be a powerful tool for any designer.
How To Use Gamification To Improve UX
Not every gamification tool works for every app. Grocery stores may offer a rewards feature, for example, but leaderboards likely wouldn’t suit their app’s format. All gamification elements have their own user motivations. To add gamification, you’ll first have to figure out what your audience wants from your app.
We can split gamified app users into Bartle’s four player types: achievers, explorers, socializers, and killers. Achievers are those who simply want to collect points and rewards. After all, what is gamification in UX without a feeling of accomplishment? Explorers, meanwhile, want to discover what the app can offer.
Socializers (as the name suggests) enjoy the social interaction features of these apps. You can let them compare their progress with their contacts or even share their latest reward online. The killer archetype simply wants to win. Their main priority is getting to the top of the leaderboard.
If your designers can accommodate all four player types, they can easily add gamification in UX to their apps. However, this shouldn’t be your main marker of success. Only add types that fit the dev team’s goals. Overstuffing your product with features will lead to it appealing to nobody.
Should You Use Negative Scoring in Gamified UX?
Negative scoring is when you deduct points due to problems in a user’s performance. This is an effective way of encouraging people to do better next time. For example, failing to complete one of your daily tasks in a productivity app might lower your ranking. Similarly, missing a day could put an end to your current streak.
If you’re not careful, this might just frustrate users. It’s sometimes more effective to reward their successes than punish their failures. However, both have a place when it comes to gamification mechanics in UX design. Negative scoring creates a new challenge for the user. If they manage to overcome it, they might feel even better by the end.
If you don’t balance these punishments with the rewards, however, your app will quickly lose its users. Only add negative scoring when it’s fair, such as when you’re directly measuring a user’s performance. In this case, add feedback so they know how to improve. Negative scoring can be a cornerstone of your gamification strategy with the right approach.
Gamification UX Examples in Common Apps
So many everyday apps have game-like features that make them more rewarding to use. These stand as great examples if you’re putting together your own gamified app UX. Here are three of the biggest mobile applications that use gamification.
1. Duolingo
When learning a new language on Duolingo, every lesson will count as a level. You’ll also need to get a certain number of passes in each one to reach the next lesson.
As you learn more, you’ll reach new “leagues.” You can even add your contacts to compare your progress. These gamified features are why it’s one of the most popular language-learning apps.
2. Finch
This app takes inspiration from virtual pets (such as the Tamagotchi) to encourage self-care. Its users care for their pets by carrying out daily mindfulness tasks, such as going on a walk.
These gamified elements engage the user by getting them attached to a virtual bird. This makes it easier for them to then build their self-care routine into a genuine long-term habit.
3. Strava
The fitness tracking app Strava embraces the role of gamification by transforming exercise into a competition. For example, the Segment feature turns a user’s path into a route that others can run.
In addition, there are running, bike-riding, and other exercise challenges each month. The app’s detailed analytics also help users manage their fitness progress across different activities while setting new goals.
The Future of Gamification in UX
More and more developers are learning how to use gamification to improve UX outcomes. We’ll likely see this practice grow even further as the line between regular apps and games continues to blur. Virtual reality experiences might be the next step for these programs. A history app could teach people about ancient cultures with the help of interactive 3D worlds, for example.
The growth of AI in UX design may lead to a rise in personal, tailored gamification features. These would then scale in response to a user’s performance. Gamification has the potential to massively alter how users engage with digital products of all kinds. However, this can have serious implications. For example, the use of psychology may border on manipulating a user to keep them “hooked.”
UX Gamification: Bringing Apps and Games Together
With the help of gamification UX elements, your team can make sure every user has more fun with their apps. However, your developers might need some inspiration before putting together their next project.
At Page Flows, designers and devs alike can sample the full catalog of app user experiences. If you’re looking for great examples of UI and UX flows, take a look at our library.
