The rationale behind it is really simple: work that feels like play is advantageous to an organisation and because of this simplicity, it can be applied to any function of the organisation. More specifically, gamification can make a significant difference in the rate of adoption of an application be it a CRM, an ERP, a DMS or simpler tool such as a file sharing system. So how would gamification be translated in a professional application?
 Injustice - Gods among us Courtesy NetherRealm Studios, © all rights reserved |
If we refer to popular games such as Sim City, Call of Duty, Civilizations, or even poker games, the player, an “average" person, is made a hero, and successfully achieves tasks he/ she would only dream of: controlling an army, a city or a country through time, saving humanity etc. The virtual power he / she is given and the knowledge that the decision he/she makes will have a direct impact on the course of this mission reinforce a sense of autonomy, competence, camaraderie (in multiplayer mode) and efficiency. All these sentiments are rolled into an epic and unforgettable heroic experience.
Games transport players in unusual situations which stimulate emotions, social skills and, in many ways, individual cognitive capabilities such as logic or reactivity. Additionally, appreciation of such experience triggers engagement and motivation as shown by the number of fans and followers kept over the years. |
Gamification in business application
Application design should not be very different. The keyword is user experience and a good application will create one that combines both individual stimulation and business efficiency, one that helps both the employee’s motivation and his working performances.
CRM systems are a particularly relevant example. Over 40% of the licenses in a company remain unused because users find it complicated, time consuming or unsupportive of their activities.
Left alone, a CRM interface should engage the user immediately. It should find the equilibrium between the existing standards, in order to remain in the knowledge area of the user and, at the same time shift to something different from what is normally expected: a “touch” of colour, or animation, combined with intuitive ergonomics whilst being reader/user friendly .
We are far from the black and green screen, even from the first black and white and grey screen of the Apple Macintosh cubes (award winning interface), even from the Compucolor II! New technologies, development platforms and operating systems have virtually removed all limits in design so, why not?
The
Compucolor II (may have been the first computer system with color text,
color graphics, AND a built-in floppy drive for programs and data storage and
retrieval) and the award winning Apple Macintosh. Both significant break through in usability
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Equilibrium is key
The challenge to the provider of such a system is of course not to "lose" their user by transforming the operation of the system so far from what is expected.
In an earlier article we touched upon the competence levels, unconsciously incompetent, consciously incompetent, consciously competent and unconsciously competent. Transforming the user experience too far moves a user from an unconsciously competent experience, a state where they work without having to "think" how to use the CRM, to a consciously competent experience, a state where they aren't completely familiar with the operation of the system and need to spend time to understand it.
A CRM should still have the required customer relationships management functionalities: accounts and contacts, opportunities, quotes, line-up etc.
A “gamified” CRM solution should maybe not make the user feel like a hero but at least reward him of his effort.
Entering data in a system is cumbersome. What if, every time you update the data or add new information, the system would identify new, “easy” targets or create new path to reach a target? Of course, it is not about building a quiz or a treasure hunt game, it is about bringing the value towards the user. Increases in productivity will come when users feel that what they are doing is useful for their daily activity, and will help them reach their targets in ways they would have not expected.
Inspiration from early 2000 office designs
How would you like to go to this cubicle everyday?
(Google office, image found on Home Decorating Idea)
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In the early 2000, web companies were riding the wave, and it was relatively common to see some “gamified” offices. Quite often you would find table football or Ping-Pong tables, couches, lounges and we could have scooters to drive around the office. They made it so to stimulate creativity, reduce stress and support collaborative network. Indeed, the most successful companies are those that motivate their staff that make them want to come back each day to the office with a smile, and stay longer when needed. Likewise the business tools should also achieve similar results and clever gamification of the user experience is one efficient way to achieve this.
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Gilles Hameury [ 
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