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January 2016
By Sandeep Kumar
Gamification is being used across industries as diverse
as consumer goods to financial services. Specifically,
financial institutions and banks are adopting gamification
to achieve different goals such as driving self-service,
reducing opex and encouraging savings habit
Game Level #1
Many organizations cutting across industries have increased
their spending on training, learning and other engagement
programs to influence and motivate end users as well as
employees. As per Gallup recent study, 70% of the employees
in the US are not engaged while only 15% of employees in
Germany are engaged. Also, only 29% of B2B customers are
fully engaged. Moreover, most of these engagement products,
or programs, are 'Function-Focused*' as opposed to 'HumanFocused*'. Function-focused systems are designed for 'getting
things done' quickly, however, in a 'Human-Focused' design,
the focus is on human motivation as opposed to functional
efficiency. A Human-Focused design emphasizes that people
are not small cogs in a big system.
Games provide the best insights into Human Focused Design.
In fact, the Game industry was the first to combine HumanFocused design with Psychological motivators to create 'Game
Elements' and 'Game Dynamics' to please the end user – the
humans sitting in front of the gaming console.
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