Over the years, gamification has attracted the interests and creativity of marketers, human resources experts and, others as a way to improve engagement from users. For example, achievement badges have been used historically for a long time. The Boy Scouts of America were handing out merit badges as early 1911 because of the motivational power of goals, mastery validation, reputational identification with valued accomplishments.(Alsawaier, 2018; Deterding, 2012)
Gamification, therefore, presents a motivational design challenge that could be resolved with design thinking and design processes. Companies that can work out an effective way to use gamification to boost the intrinsic motivations of their staff, followers and customers will have a competitive edge in their sectors. (Deterding, 2012)
Adopting gamification as an alternative lens to service designing can deliver increased motivation and engagement for applications, and in order to be successful, the process must include game design, not just game components. Games are not just a replacement of thoughtful experiences and interaction design, but gamification should serve an alternative lens to how the service design process gets structured. (Deterding, 2012)
An important factor to consider is for designers to take gamification seriously by considering the potential, in order to gain a deeper understanding of needs of the users and the benefits a system may provide by leveraging on these concepts.
In conclusion, gamification as an alternative lens to service design, therefore involves the identification and facilitation of motives behind user actions and inactions, using game design as a guidance lens amongst many models. (Deterding, 2012)
Alsawaier, R. S. (2018). The effect of gamification on motivation and engagement. International Journal of Information and Learning Technology, 35(1), 56–79. https://doi.org/10.1108/IJILT-02-2017-0009
Deterding, S. (2012). Gamification. Interactions, 19(4), 14. https://doi.org/10.1145/2212877.2212883