Usability Checklist: Optimizing Gamification #2

By: Tony Ventrice, Badgeville’s Lead Game Designer

Continuing the theme of my previous post — Optimizing Gamification Pt 1: A Reason to Engage — I’ll cover another key consideration to optimizing your engagement program.

Engaging users is the natural first step but the benefits won’t last if you don’t retain. To encourage repeat engagement, you need to provide your users with a clear route to progress.

A Clear Route to Progress

Once the user has been convinced and onboarded, the system must continue to delight. This means more triumphs. The user must know where to find the next victory.

How to build a clear path to Progress:

Push the Next Step

Keep the next step out where it’s a constant, visible reminder. Chain each victory with a nudge towards what’s next. The user should never be allowed to forget that there is an achievement still waiting to be achieved.

Empires and Allies floats task icons over the action at all times

Empower Choice
Give the user multiple paths towards success: provide diverse achievements. This helps alleviate fatigue and builds more urgency: I can’t leave now –there’s still a few things left to do

Increment Gradually
Introduce tasks that are gradually more challenging. The previous achievement is a setup for the next achievement. Don’t ever allow the user to dismiss the next task as too difficult and don’t let too much time pass between victories. At least for the first week or so, your users should be capable of accomplishing at least one achievement every day.

Read Part 1 in the Series: A Reason to Engage