Gamification in e-Commerce: Strategies to Motivate Consumers in Online

Shopping Crazes in China

by Xiao Chenion_shaw@hotmail.com

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Xiao ChenUX Designer

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HangzhouChina

Who knows about

Alibaba?

Others

Alibaba Group

Alipay

Alimama

Ju Hua Suan

eTao

TaobaoTmall

Alibaba.com

Cloud

TaobaoTmall

Gamification and Motivation

Gamification in e-Commerce

Case Study: Motivate Consumers in Online Shopping Crazes in China

“Gamification is the use of game elements and game design techniques in non-game contexts. ”

Gamification is not just borrowing game elements, the key is to motivate the target audience.

Check-In? No, to Get Blessing!

Deeply appreciate the target audience

Define right playing fields

Deploy appropriate gamification mechanics

Design idealized user experiences

Gamification and Motivation

Gamification in e-Commerce

Case Study: Motivate Consumers in Online Shopping Crazes in China

Clea

r

StrongPurchasing Desire

Blur

Weak

Shop

ping

Aim

s

LowMotivation

MotivationHigh

Gamification and Motivation

Case Study: Motivate Consumers in Online Shopping Crazes in China

Gamification in e-Commerce

Others

Alibaba Group

Alipay

Alimama

Ju Hua Suan

eTao

TaobaoTmall

Alibaba.com

Cloud

Double 11 Promotion Campaign

Double 12 Promotion Campaign

1. Audience

Ideal Consumers1

Potential Consumers2

Hard to Obtain3

3 Categories of Customers

2: Playing Fields

Consumer Motivations

Platform Objectives

Objectives of Online Shops

Consumer Motivations

Purchase products with low price

Discover interesting on-line stores

Enjoy the big shopping crazes

Business Objectives: Online Stores

Promote their brands and stores

Increase volumes of trading

Store clearance to sell products out of season

Business Objectives: Tmall

Stabilize its influence in eCommerce industry

Increase volumes of trading

Help its online stores to spread their brands

Increase advertisement income

Business Objectives: Taobao

Promote the mobile version of Taobao

Spend the virtual currency

Increase volumes of trading

Help its online stores to spread their brands

Playing Fields �

Consumer Motivations

Objectives of Platform (Tmall)

Objectives of Speciality

Stores

Business Objectives

Discover / Promote Brands

Purchase / Sell out Products

with low prices

Increase TurnoversAdvertise Brads

Achieve Business Objectives by Satisfying All of the Consumer Motivations

Playing Field

Consumer Motivations

Objectives of Platform (Taobao)

Objectives of Online Shops

Discover / Promote Online ShopsSpend Out

Virtual Currency

Promote Sales

Achieve Business Objectives by Satisfying All of the Consumer Motivations

Playing Field

Business Objectives

Popularize Designer Brands

Purchase / Sell out Cheap Goods

3: Gamification Mechanics

For Gamification in e-Commerce, Which Motivation Should Game Elements Align With?

Intrinsic or Extrinsic?

!

Extrinsic Motivation

Intrinsic Motivation

Human Motivations

!

BonusReward:

4: User Experience

Conclusion

Gamification for e-Commerce PlatformFactors

Challenge low

Loyalty long and high

Social Media medium

Iterative Improvement

keep improving

User Experience, Visual Design

medium

Driving Factors virtual currency, levels, points, etc.

Gamification in e-Commerce Promotions

low

high but no need to be long

important

no need, next time there will be a new one

very important

bonus

D

D

D

D

Deeply appreciate the target audience

Define right playing fields

Deploy appropriate gamification mechanics

Design idealized user experiences

DDDD

Deeply appreciate the target audience

Define right playing fields

Deploy appropriate gamification mechanics

Design idealized user experiences

O C T O R

Thank You!ion_shaw@hotmail.com