Gamification and UX Design: is it best to simply observe behaviours or delve into user psychology?

Where does gamification come from?

And why is it called 'gamification'? Because it turns everything into a game? The answer is not that straightforward. A less catchy name for gamification would be 'user-centred design'. It is known as gamification because the video game (and board game) industry offers one of the best examples of user-centred design, with incredibly rich mechanisms to engage users.

Gamification actually draws lessons from various disciplines (including game design, of course, but also others such as psychology, anthropology and sociology) in order to place the user – or rather the player – at the centre of our concerns and transform each task and action into an engaging (and fun!) experience.

In return, gamification offers us precious lessons to enrich our current approaches in the area of user experience design, in order to increase the engagement and loyalty of users through all of their touchpoints with a brand or product. I would like to draw your attention to several theories, which will touch on behaviourism, cognitivism and motivation psychology.   

Two widely different approaches

There are two approaches to gamification (and UX in general): behaviourism and cognitivism. Don't worry, it's not as complicated as it may seem! Here is a simple comparison of the two approaches: 

While they may seem totally contradictory, both of these approaches offer ideas to bear in mind and apply in user-centred design:

• Behaviourism emphasizes the importance of user tests and the impossibility of predicting their behaviour with certainty. It also provides a framework for the use of operant conditioning, or Skinnerian learning (see diagram), which is a fundamental part of human learning and, therefore, of great value when dealing with training or awareness-raising challenges. However, when taken to extremes, it can become a tool for the manipulation of behaviours.

 

• Cognitivism, on the other hand, adopts a more sympathetic approach to users and makes a real effort to understand their way of thinking and motivations. However, the current state of the science only allows for a partial understanding of the human brain and psychology remains an inexact science, involving trial and error and margins of error.

 

Can motivation be modelled?

One of the main things that cognitivism studies is user motivation: what is its nature? What affects it? How can it be made to last?  

Octalysis model

Yu-Kai Chou, an American gamification guru, attempted to answer these questions with the Octalysis model. He identifies eight main sources of motivation ('core drives'), which are as follows: The Octalysis model not only sets out the various sources of motivation for players and the effects of using these motivations on their psychology, it also identifies sets of game mechanisms and design strategies that make it possible to appeal to the desired sources of motivation in users.  

Self-determination theory

Deci and Ryan's self-determination theory recognises the feelings of competence, autonomy, and relatedness as necessary in order to be able to appreciate an action for itself. This theory also classes various types of motivation from the weakest to the most powerful, attributing the greatest influence over actions performed by humans to intrinsic motivation.

• CD1 - Epic meaning and calling: feeling of belonging to something greater than ourselves and contributing to a common good. Examples: preserving the environment, contributing to the growth of your company, etc.
• CD2 - Development and accomplishment: recognition of our efforts and talents; feeling of mastery. Examples: receiving a trophy, positive votes, etc.
• CD3 - Empowerment of creativity: freedom of expression and creation. Examples: painting, dancing, etc.
• CD4 - Ownership and possession: desire to protect or improve what belongs to us. Examples: home improvement, stamp collecting, etc.
• CD5 - Social influence and relatedness: influence of actions, judgements and advice from our peers regarding our behaviour. Examples: recommendations, social pressure, etc.
• CD6 - Scarcity and impatience: desire to attain something inaccessible (rare or out of reach). Examples: obtaining a legendary Pokémon, feeling that the grass is greener on the other side, etc.
• CD7 - Unpredictability and curiosity: obsession created by uncertainty or suspense. Examples: finishing a series, exploring a place, etc.
• CD8 - Loss and avoidance: Desire to avoid unpleasant situations (losses, changes, etc.) Example: avoiding dismissal, being reticent to change, etc.

These sources of motivation are divided along two lines:

The Octalysis model not only sets out the various sources of motivation for players and the effects of using these motivations on their psychology, it also identifies sets of game mechanisms and design strategies that make it possible to appeal to the desired sources of motivation in users.  

Self-determination theory

Deci and Ryan's self-determination theory recognises the feelings of competence, autonomy, and relatedness as necessary in order to be able to appreciate an action for itself. This theory also classes various types of motivation from the weakest to the most powerful, attributing the greatest influence over actions performed by humans to intrinsic motivation.

While the human brain and psychology are difficult to grasp, cognitivism has allowed the establishment of guidelines to follow to gain a deeper understanding of users, and strengthen their motivations to engage with a platform, brand or product. The other approaches should not be totally ignored, however, as they can also provide valuable lessons.

As user engagement lies at the core of both UX design and gamification, it seems essential to emphasize the benefits that user experience designers can draw from studying the theories touched on here, in order to better understand the psychology of users and how to engage them.