Now that games play such a large role, can gamification be applied to products or operations? The answer is beyond doubt! How to incorporate gamification into operations and products?
Taking the WeChat reading product as an example, it explains how the WeChat reading APP integrates gamification elements into the product. Reading is a boring thing, and many people never read books after graduation. How to make reading so hard and so tiring become interesting through gamification? At the same time, let the reader become self-disciplined?
1. Product Objectives
The slogan of WeChat Reading is "Let reading no longer be lonely", which is intended to allow users to share and communicate with others at any time during boring reading.
In this regard, WeChat Reading has designed product functions such as "reading list", "X people are reading today", "X friends are reading", "sharing opinions", "team reading" and other product functions, the purpose is to eliminate your loneliness when reading anytime, anywhere It creates a lively feeling that friends are always around.
Games change the world! ! ! How to do a good job in product operation in a "gamified" way?
The design of reading rankings, friends reading and other functions can also easily stimulate readers’ desire to win or lose. This week, a flag is set to PK down friends’ reading time and occupy the first place on more friends’ WeChat reading pages. Defeating friends in terms of reading time is like completing a great war, and giving reading a higher battle goal.
2. Product Rules
If there is a monthly reading list, there will be ranking rules and reward rules.
In the ranking rules, WeChat reading time = "reading time" + "listening time". Many friends often resort to cheating in order to occupy more users' reading lists every Monday - for example, most of the reading time is based on listening to books. host.
In fact, the user may have fallen asleep during the listening process, but the software is still listening to the book and recording the user's reading time.
According to the reward rules, you can get 1 book coin for every 1 hour of reading, and you can get up to 5 book coins per week; now it is adjusted to every 1 hour, 3 hours, and 5 hours of reading, you can exchange for 1-day unlimited card and 2-day unlimited card respectively. Card, 3-day unlimited card, the upper limit is 3 days, and you need to browse the 15-second advertisement in the process of receiving the unlimited card.
Although the reward rules are becoming more and more complicated, it not only guarantees the user experience but also commercialized revenue, and users do not feel disgusted, which proves that the rules work!
3. Product Feedback System
During the reading process, when you read the page for a longer period of time, there will be feedback, such as:
"You've been reading for 1 hour and 40 minutes, take a break"
"You still need 4 hours 47 minutes to finish reading this book"
"You have read 20%, and it takes 20 hours and 48 minutes to read the whole book"
Games change the world! ! ! How to do a good job in product operation in a "gamified" way?
Timely reading feedback can stimulate users' interest in continuing to read, and the news feedback is full of humanistic care, which undoubtedly adds points to the product.
4. Product Voluntary Participation Mechanism
The greatest value of a book is not limited to the practicality of the content delivered by the book itself, but also to each reader's afterthought. There are a thousand Hamlets in a thousand people, and each Hamlet brings us different inspirations and influences.
Book reviews are an inexhaustible treasure trove outside of books, surprising every day. In the WeChat Reading APP, users can directly and at any time post reading reviews, view other readers' popular lines, and read other readers' book reviews.
The book review invites readers from all over the Internet to voluntarily participate in the creation of book reviews in the form of a public package, and readers can also reply to any reader's reading notes at will. Although the readers are country email list separated by thousands of miles, there is a warm feeling of being next to each other, which is the power of gamification.
Book review below:
Games change the world! ! ! How to do a good job in product operation in a "gamified" way?
The convenience store has launched a small game of printing, hoping that the user's "consumption journey" will become interesting, and hope that the user will continue to visit next time;
Teachers like to carry out courses in combination with mini-games, and hope that students can learn by playing and remember the main knowledge points of the course in a more interesting way;
Before the movie starts, the small game in front of the door can not only relieve the boredom of users and make them forget the trouble of waiting for the opening, but also add a new business model to the theater.
Human beings are born to love to play games, and the scenes listed above are just to capture people's natural love to play.
Capture attention and shift the focus of events through gamification. If you have ever had the above feelings, it proves that the game has worked on you, and you can continue to pay attention to the follow-up situation and performance of the game, and summarize your experience.
As a product operation practitioner, it is recommended to add gamification to daily work and product design, which will definitely promote some data changes. Do you believe it?
Great app with clear and intuitive interfac. You also get to collect coins as you read, and use the coins to purchase books Regards : App Developer Dubai