Tan Wei Kian, Mohd Shahrizal Sunar
Tan Wei Kian
Faculty of Art & Design, Raffles University
80000 Johor Bahru, Johor, Malaysia.
Email: alextanwk@raffles-university.edu.my
Mohd Shahrizal Sunar
School of Computing, Faculty of Engineering, Universiti Teknologi Malaysia,
81310 Johor Bahru, Johor, Malaysia.
Email: shahrizal@utm.my
Abstract
There are still some essential differences between the gamification design framework and user experience design. The user experience might want to pull through the full-range experience node to minimise the cost to achieve the experience improvement. Instead, gamification design emphasises the extreme sensation (pleasure / suffer) during the interaction. The gamification design framework is far more than just the eight-core driving forces (Octalysis) and the concept of the growth cycle. Different user types should have different user paths, driving forces, and reward mechanisms based on different business goals. This study is proposing various ways of thinking and models in product gamification such as behaviour model and hook model. The success of each product gamification is relying on different historical context and market factors. These successes cannot be replicated in the same way as the formula. If it is too challenging to define different core drives suitably, at least the developer could adopt this comprehensive and systematic way of thinking to evaluate whether your product or service meets this model concept.
Key word: Behaviour Model, Gamification, Hook Model, Motivation Model, Product Addiction
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