Gamification Success Case
Previously, I spoke about the generalities of gamification, I expressed the definition and the objectives that gamification pursues, if you aren’t familiar with the subject before to continue reading, I recommend you that you go and read the previous post.
As part of a project in which I participated recently, I was analyzing how some organizations and their web solutions were using the gamification concept, and one of these solutions which it seems to one of the most interesting and outstanding using this concept is LinkedIn. As many already know, LinkedIn is a social network oriented to professional relationships, and as part of its operation, this social network uses a set of elements that integrate the gamification idea in its design. Now we’ll take a look on some of them, we’ll find out how they work and what is the purpose of the Gamification strategy and LinkedIn.
Profile
To make this network of professionals valuable, as much as for LinkedIn as for its users, the information from each member is required. The more information is provided by the user the greater the benefit which the network gets overall. When a new user signs in, tend to provide only the minimum information, usually doubting about how much information should provide, this apparently due mainly to distrust about sharing personal data, lack of time or laziness from network users.
LinkedIn, using gamification and UX (User Experience) elements, implemented a progress bar that appealed to the “sense of finishing something incomplete” to gently suggest and motivate to achieve a better percentage and thus obtain more information from the user, using a strategy where the percentage increase was easy to obtain at the beginning, but gradually it required more effort to reach 100% which added a touch of fun and challenge that invited to provide more data.
Eventually and very intelligently, LinkedIn realized that a disadvantage about just use a simple progress bar is that other data that arise as a consequence of changes in users’ working life, such as new job positions, new responsibilities, new certifications and academic progress, didn’t obtain relevance.
With the foregoing in mind, the percentage bar scheme was changed to a sphere that fills up as a cup with water, which is known as profile strength. Depending on how much the circle is filled, names are assigned to the “efficiency levels”, thus gauging ALL the data that is provided and also making LinkedIn members more willing to provide and update the information provided. it asks for them with a little invasive method and in addition without giving a foot to notice that the users are being “gameficated”.
Trying to improve even more their interface LinkedIn implemented some kind of mashup between their previous progress bar and the sphere ‘s efficiency levels, and currently is using a new progress bar.
But even with the previous gamification elements, with which the design encourages users to provide information and thus increase the strength of their profiles, what is obtained is a self-description of the user qualities, which should be verifiable by other means. To solve this, the skills and expertise were devised, which, taking advantage of the social network inherent advantages, allow other users to validate the skills and experience, which creates a more accurate view of the user of interest.
Views
No profile makes much sense if it’s not being seen. The social network provides statistics to its members about how many times their profiles have been seen in recent days.
It also shows who have been the last person to see the profile. This not only stimulates the motivator of being the “center of attention”, but also encourages clicking on the profile of those people to potentially connect with them.
Updates
The LinkedIn users not just share personal and professional information, the network’s mechanic encourages them to share their articles, events, job opportunities and other types of related information with its members’ labor life; offering with it, the number of visits, their respective likes and the possibility of following other users or interesting groups, which are gamification techniques already tested by the social network habitual users.
Groups
Belonging to a group, contributing with posts and answers can increase the potential influence of a user as an expert within a community. The number of members is an indicator for the group owner about how successful are the actions derived from organizing a group of people around a certain topic.
Others
During my research about LinkedIn and its gamification strategies, I found mentions of some that I have not been able to corroborate, but I have seen mentioned in different places. Apparently there have been mailings and messages with congratulations to some members for a variety of “achievements”, such as being one of the most viewed profiles according to certain criteria of time and views or being a prominent member with a number of shared articles and views obtained to them, as well as some other similar motivators that pretend to be fun.
Do you know some other gamification techniques used on other sites? do you currently use gamification or do you intend to do it? do you think it’s worth use gamification? share it with us.
Other links that could be interesting for you:
How Gamification Motivates the Masses
Top 10 Groundbreaking Gamification Examples
Some interesting publications:
Emmanuel Herrera
IT professional with several years of experience in management and systems development with different goals within public and private sectors.
Emmanuel worked through development and management layers, transitioning from developer and team development leader to Project Manager, Project Coordinator, and eventually to Scrum Master, Product Owner, and Agile Coach.
Some certifications include: PSM, PSPO, SSM.
