Playing with consumers' behavior (by

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Information about Playing with consumers' behavior (by

Published on December 9, 2013

Author: nkakuev1



Importance of research, how to approach it and how to create meaningful experience with gamification

Playing with consumers’ behavior By Nikita Kakuev @Nkakuev @Gamify_Me


Gamification = Behavioral Economics Game Design +

Gamification = Behavioral Economics + Game Design

Lazzaro, N: Why we play. (

Yu-Kai Chou: Octalysis Framework (

Small Piece of us!

Market research!

Understanding consumer behavior vs Understanding the consumer

What is the problem? How to solve it?

Research technique for gamification?

Create Player/Customer Profile!

What players are like? What to use?

What players/consumers are like? Why? What to use?

“If I had an hour to solve a problem I'd spend 55 minutes thinking about the problem and 5 minutes thinking about solutions.” - A. Einstein


How to get people invest into wealth management platform online?

Problem: Trust issues

Solution: Embedding social features to the website

Trusting stance: “I usually trust people until they give me a reason not to trust them” – Badges/points with the context of reputation – Leaderboards based on success rate of particular investors or investment advisers

Behavioral Gamification


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