Practical gamification: The Octalysis framework by Yu-kai Chou
Octalysis is a 8-step gamification framework created by Yu-kai Chou. It is based on the idea that the most successful products and experiences use a combination of 8 core motivations to drive user engagement.
These 8 core motivations are called the 8 Core Drives of Octalysis and they are:
1. Epic Meaning & Calling
2. Development & Accomplishment
3. Empowerment of Creativity & Feedback
4.?Ownership & Possession
5. Social Influence & Relatedness
6. Unpredictability & Curiosity
7. Scarcity & Impatience
8. Loss & Avoidance
The Octalysis framework can be used to evaluate the user experience of a product or service, and to identify areas for improvement. It can also be used to develop user engagement strategies and measure the impact of those strategies.
1. Epic Meaning & Calling
It is the motivation that comes from finding a higher purpose or goal that is larger than ourselves. This drive is based on the idea that people are motivated to achieve something that is greater than themselves, and that aligns with their values, beliefs, and identity.
Epic meaning & calling can be used to turn a mundane task into a purposeful mission, and to inspire users to take action and keep engaging with your product or service. This core drive can be used to create compelling stories and experiences that make users feel like they are part of something larger than themselves.
2. Development & Accomplishment
It is the motivation that comes from seeing progress and achieving goals. This drive is based on the idea that people are motivated to accomplish something and to see progress towards their goals.
Development & Accomplishment can be used to give users a sense of progress and achievement, and to reward their efforts. This core drive can be used to create measurable goals, rewards, and challenges that will motivate users to keep engaging with your product or service.
3. Empowerment of Creativity & Feedback
It is the motivation that comes from expressing creativity and receiving feedback. This drive is based on the idea that people are motivated to express themselves and to receive feedback from their peers.
Empowerment of Creativity & Feedback can be used to give users the freedom to be creative and to receive feedback from others. This core drive can be used to create user-generated content, collaborative tools, and feedback mechanisms that will motivate users to keep engaging with your product or service.
4.?Ownership & Possession
It is the motivation that comes from having control and ownership of something. This drive is based on the idea that people are motivated to have a sense of ownership and control. Ownership & Possession can be used to give users the feeling of ownership and control, and to reward them for their efforts.
This core drive can be used to create exclusive rewards, privileges, and customization options that will motivate users to keep engaging with your product or service.
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5. Social Influence & Relatedness
It is the motivation that comes from connecting with other people and being part of a group. This drive is based on the idea that people are motivated to build relationships and to be part of a larger community.
Social Influence & Relatedness can be used to give users the opportunity to connect with others and to feel like they are part of something larger than themselves. This core drive can be used to create social features, activities, and events that will motivate users to keep engaging with your product or service.
6. Unpredictability & Curiosity
It is the motivation that comes from exploring new things and discovering the unknown. This drive is based on the idea that people are motivated to explore, discover, and learn. Unpredictability & Curiosity can be used to give users the freedom to explore and discover new things.
This core drive can be used to create random rewards, surprise elements, and exploration activities that will motivate users to keep engaging with your product or service.
7. Scarcity & Impatience
It is the motivation that comes from having limited resources and wanting something quickly. This drive is based on the idea that people are motivated to take action when resources are limited, and time is of the essence.
Scarcity & Impatience can be used to give users the feeling of urgency and to reward them for taking action quickly. This core drive can be used to create limited-time offers, exclusive rewards, and timed activities that will motivate users to keep engaging with your product or service.
8. Loss & Avoidance
It is the motivation that comes from avoiding loss and protecting what is already owned. This drive is based on the idea that people are motivated to protect what they have and to avoid loss.
Loss & Avoidance can be used to give users the feeling of security and to reward them for taking action. This core drive can be used to create loyalty programs, protection mechanisms, and risk-avoidance activities that will motivate users to keep engaging with your product or service.
Discussion on Octalysis Framework
Octalysis framework provides great analysis to the gamification design, allowing us to better understand the forces behind human motivation. Even more can be found in Chou’s book.
Worth remembering Is the fact that, there is no magic number of 8 that fills the subject completely. Human nature is very complex, and we still discover its layers and functions. Not without a reason, modern psychiatry is one of the quickest developing medical professions. What seemed to be a good treatment 20 years ago, is often excluded now. Similar behavioral psychology, multiple famous discoveries from the past have been verified and corrected later. Disciplines that try to understand human mind and behavior are finding it very difficult to provide long-lasting universal rules.
I believe that the fundamental part of designing a good gamification system will always be observation. This is also the beauty of it: being able to notice behavioral changes, draw right conclusions and modify the system to make it function better.
The system starts with you: the game master, and only you know the exact specificity of the environment you are trying to gamify. The more you will see and experience, the better you would become at it.
Good examples of apps that leverage gamification:
Language Learning: https://duolingo.com/
Leadership: https://ogamify.com/