Gamification and customer experience | Digitizing your business #23

Something about gamification and customer experience

Gamification adds an element of entertainment to the product. This is very important because according to a survey of more than 500 users conducted by Clutch, as many as 44% of respondents download apps not because they need them, but for fun!

So let’s take a closer look at companies that have successfully implemented gamification to enhance the customer experience – either in an app, a business model or when teaching new users how to use a product.

Duolingo. Learning languages effortlessly

Duolingo is a popular language learning platform that uses gamification to motivate users to learn every day. It employs various mechanisms, such as:

• earning points,
• achievements, or
• competition with other users.

This makes learning more enjoyable, and users are more motivated to keep using the app.

In the case of Duolingo, gamification aims to increase user engagement and satisfaction with language learning. The app offers users the ability to choose the language and level of proficiency, and then tailor lessons and exercises to them.

Users can track their progress and compare it with other language learners. They can also participate in challenges and leagues that reward activity and consistency.

In addition, the app uses a system of rewards and punishments that encourages users to carry on learning. For each completed lesson or exercise, users receive experience points (XP), which allow them to advance to the next level. However, if they don’t practice for several days, they lose some of their streaks, which can affect their ranking.

Duolingo is an example of how gamification can improve the user experience in an educational application. By using game elements, the app makes language learning more interesting and less stressful. Users feel valued by the app, which is reflected in their motivation and efficiency in learning.

Starbucks. Gamifying your life

Starbucks is famous for its loyalty program, which also uses gamification elements. Customers collect “stars” for each purchase, which they can then exchange for free products. This program increases customers’ loyalty and makes them more likely to return to Starbucks.

But that’s not all. Starbucks also offers its users a mobile app where it occasionally introduces challenges or promotions, encouraging customers to make specific purchases or visit certain locations. By completing these challenges, users can earn bonus stars or additional rewards. For example, they can get double the number of stars for ordering a certain drink or earn a bonus for inviting a friend to the app.

Gamification of the user experience in the Starbucks app aims not only to increase sales and loyalty but also to build a lifestyle associated with the brand. Users feel part of the Starbucks community and identify with its values.

According to a study by Gamfi, gamification can increase user engagement levels by up to 150% and reduce churn rates by up to 30%. Therefore, gamification is an effective tool to create a positive user experience and stand out in the market.

LinkedIn. Networking is fun

In the case of LinkedIn, gamification is designed to help encourage users to set up and complete their professional profiles. As users complete various sections, such as adding a profile picture, work experience, education, and skills, they receive visual feedback on their progress. This helps improve profile visibility in search results and increase profile views.

All LinkedIn users start as Beginners. After completing four sections, they advance to the Intermediate level, and then after adding the remaining suggested sections, and there are seven in total, they will reach the Advanced (All-star) profile.

Hubspot. Exploring the knowledge base

Hubspot is a popular marketing, sales, and customer service management tool that offers Product Academy – online training courses that use gamification. Participants earn points and achievements for completing lessons and exams, which increases their motivation to learn and allows them to monitor their progress.

The HubSpot Community also incorporates gamification elements, allowing you to earn points and enhance your user profile by:

• sharing best practices,
• participating in discussions,
• creating and publishing content,
• seeking and providing feedback.

Anyone who wants to learn how to use Hubspot can earn points and badges for completing lessons and tests, and track their progress on a dashboard. In this way, Hubspot users can learn more about the tool’s capabilities and implement them effectively in their company.

Gamification and customer experience – summary

Gamification is a powerful tool that can bring huge benefits to your business, regardless of the industry or size. Examples of companies that have incorporated gamification into their applications, loyalty programs, and educational processes are largely success stories. By using game elements, they have been able to increase customer engagement, improve loyalty, and ultimately drive revenue.

If you’re considering implementing gamification in your business, start by defining the goals you want to achieve and learn about the game mechanics that can help you meet them. Also, think about whether you want to gamify the employee or customer experience.

With a well-planned gamification strategy, you can carefully tailor game elements to your business model and customer expectations. Combining creativity and fun with a focus on delivering value and quality solutions presents a great opportunity for the success of your gamified business.

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