Gamificatiom in e-Commerce
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Gamification in e-Commerce: Strategies to Motivate Consumers in Online
Shopping Crazes in China
by Xiao [email protected]
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Xiao ChenUX Designer
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HangzhouChina
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Who knows about
Alibaba?
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Others
Alibaba Group
Alipay
Alimama
Ju Hua Suan
eTao
TaobaoTmall
Alibaba.com
Cloud
TaobaoTmall
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Gamification and Motivation
Gamification in e-Commerce
Case Study: Motivate Consumers in Online Shopping Crazes in China
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“Gamification is the use of game elements and game design techniques in non-game contexts. ”
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Gamification is not just borrowing game elements, the key is to motivate the target audience.
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Check-In? No, to Get Blessing!
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Deeply appreciate the target audience
Define right playing fields
Deploy appropriate gamification mechanics
Design idealized user experiences
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Gamification and Motivation
Gamification in e-Commerce
Case Study: Motivate Consumers in Online Shopping Crazes in China
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Clea
r
StrongPurchasing Desire
Blur
Weak
Shop
ping
Aim
s
LowMotivation
MotivationHigh
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Gamification and Motivation
Case Study: Motivate Consumers in Online Shopping Crazes in China
Gamification in e-Commerce
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Others
Alibaba Group
Alipay
Alimama
Ju Hua Suan
eTao
TaobaoTmall
Alibaba.com
Cloud
Double 11 Promotion Campaign
Double 12 Promotion Campaign
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1. Audience
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Ideal Consumers1
Potential Consumers2
Hard to Obtain3
3 Categories of Customers
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2: Playing Fields
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Consumer Motivations
Platform Objectives
Objectives of Online Shops
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Consumer Motivations
Purchase products with low price
Discover interesting on-line stores
Enjoy the big shopping crazes
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Business Objectives: Online Stores
Promote their brands and stores
Increase volumes of trading
Store clearance to sell products out of season
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Business Objectives: Tmall
Stabilize its influence in eCommerce industry
Increase volumes of trading
Help its online stores to spread their brands
Increase advertisement income
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Business Objectives: Taobao
Promote the mobile version of Taobao
Spend the virtual currency
Increase volumes of trading
Help its online stores to spread their brands
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Playing Fields �
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Consumer Motivations
Objectives of Platform (Tmall)
Objectives of Speciality
Stores
Business Objectives
Discover / Promote Brands
Purchase / Sell out Products
with low prices
Increase TurnoversAdvertise Brads
Achieve Business Objectives by Satisfying All of the Consumer Motivations
Playing Field
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Consumer Motivations
Objectives of Platform (Taobao)
Objectives of Online Shops
Discover / Promote Online ShopsSpend Out
Virtual Currency
Promote Sales
Achieve Business Objectives by Satisfying All of the Consumer Motivations
Playing Field
Business Objectives
Popularize Designer Brands
Purchase / Sell out Cheap Goods
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3: Gamification Mechanics
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For Gamification in e-Commerce, Which Motivation Should Game Elements Align With?
Intrinsic or Extrinsic?
!
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Extrinsic Motivation
Intrinsic Motivation
Human Motivations
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!
BonusReward:
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4: User Experience
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Conclusion
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Gamification for e-Commerce PlatformFactors
Challenge low
Loyalty long and high
Social Media medium
Iterative Improvement
keep improving
User Experience, Visual Design
medium
Driving Factors virtual currency, levels, points, etc.
Gamification in e-Commerce Promotions
low
high but no need to be long
important
no need, next time there will be a new one
very important
bonus
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D
D
D
D
Deeply appreciate the target audience
Define right playing fields
Deploy appropriate gamification mechanics
Design idealized user experiences
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DDDD
Deeply appreciate the target audience
Define right playing fields
Deploy appropriate gamification mechanics
Design idealized user experiences
O C T O R
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Thank [email protected]