The design of game scenes is very important for gamification. Game themes and scenes are the most intuitive content delivered to users; good scene design can not only strengthen users' cognition of products and brands, but also greatly improve the product and user relationship. Communication efficiency, reduce users' understanding costs, improve the conversion rate of gamified gameplay, and even form word-of-mouth communication.
The design of scene elements needs to be consistent with the tone and characteristics of the product, so that users feel reasonable and ingenious.
The fresh e-commerce product Dingdong’s fish-raising game, the travel platform Didi’s parking space grabbing game, and the social e-commerce Pinduoduo’s fruit-growing game are all in line with their product positioning, and are easy to understand for country email list users offline. The scene is online.
At present, Didi's "Didi Orchard" is not qualified in terms of scene elements. The gameplay scene of planting fruit trees is weakly related to Didi's products and users, and platforms such as Pinduoduo have already occupied the game of planting fruit trees. The user's mind; on the contrary, the community group purchase product launched by Didi, Orange Heart, is more suitable for the scenario of "Didi Orchard".
2. Interactive elements
Interactive elements refer to ensuring good game mechanism design, as well as UI and interaction design, so that users can have a game-like sense of participation and interaction, understand clear goals and real-time feedback, and better engage in gamified gameplay, and even generate "Flow" state; "Flow" refers to a mental state that occurs when people focus on a certain behavior - entering a state of forgetfulness, the existence of forgotten time.
Many ideas of game components can be transplanted into gamified gameplay. In addition to the often-mentioned PBL design, namely points, badges, and leaderboards, there are also check-in cards, virtual goods, content unlocking, Level achievements, tasks, etc.; these mechanisms make gamification more game-like and playable, and in line with user preferences for collection, pursuit of honor, etc., and can increase user participation.
The sign-in rewards of Jingdong Orchard and the ranking list of Pinduoduo Orchard are all typical game components. The multi-point manor of the multi-point APP has a creative gameplay with a protective cover to prevent friends from stealing fertilizer.
3. Social elements
Social elements refer to the friend mechanism and social relationship in gamified gameplay; adding social elements to gamified gameplay, on the one hand, after users add friends in gamified gameplay, friend competition and interactive communication can improve the user’s active retention, on the other hand. On the one hand, the friend mechanism helps to spread and share and bring in new users.
Social relationships have always been an indispensable part of games. Guilds, teams, and groups in large-scale games are typical social elements; friends in gamification are not only gamified users, but also product users.
In addition to adding the function of adding friends in the gamified gameplay, Tmall's friends planting gameplay, teaming up to plant trees and harvesting together; as well as the family gameplay of Yunji Farm and the neighbor gameplay of Multipoint Manor are more creative social elements. It is very helpful to improve the game effect.
4. Hook element
The hook element refers to the design that can make users hooked and produce key behaviors; the term hook is quite common in the Internet, and comes from the word Hook in the addiction model (Hook Model), which means fish hook; through the design of the hook , allowing users to continue to invest and generate conversions in gamified gameplay.
With the help of the pre-valued hook, users can complete payment conversion and directly contribute value to the product; in the game, users are guided to pay by issuing coupons through fixed tasks or random rewards, so as to obtain The props in the game are common hooks; the other hook is the value post, which can improve user retention. Every time the user has some thoughts in the gamified gameplay, the user will be "hooked" to visit and be active again.
The elements of hooks are not well understood. Let’s look at an example: In Duoduo Orchard, users are guided to place orders through discounts, and combined with the prop rewards in gamification, as well as the continuous access prop rewards in Duoduo Orchard and DiDi Orchard, it is a typical hook. The elements and hook elements are of great value to the retention and conversion of users, and users cannot only play "games".