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Gamification - How to Create Engaging User Experiences

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Intermediate

How This Course Will Help Your Career

What You’ll Learn

  • The power of gamification and how it can increase user engagement and fulfillment

  • Why and how gamification is not the same as game design

  • How to create player experiences that drive business missions

  • How to manage, monitor, and measure the impact of gamification work

  • How to ensure that your gamification projects produce work that is legally compliant and ethically sound

  • Examples of gamification projects in enterprise settings so that you can better explain the benefits of gamification to corporate sponsors and decision-makers

Gamification, the process of adding game-like elements to real-world or productive activities, is a growing market. By making a product or service fit into the lives of users, and doing so in an engaging manner, gamification promises to create unique, competition-beating experiences that deliver immense value. In fact, TechSci Research estimates that the global gamification industry will grow to reach $40 billion by 2024.

Venture capitalists, industry analysts, and academics alike see gamification as an industry with huge growth potential. It is transforming business models by creating new ways to ensure longer-term engagement, extending relationships, and driving customer and employee loyalty. As it’s a young industry, it should be easier to get a foot in the door with gamification companies. With demand for experienced designers far outstripping supply, businesses are going to be keen to take a chance on less-experienced but well-qualified designers.

This course is designed to give you the confidence and skills to undertake gamification design projects. It contains all you need to know about player-centered design and the skills that enable it. It has been developed by Janaki Kumar of SAP, one of the world’s foremost authorities on gamification in an enterprise context.

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Our clients: IBM, HP, Adobe, GE, Accenture, Allianz, Phillips, Deezer, Capgemin, Mcafee, SAP, Telenor, Cigna, British Parliament, State of New York

Is This Course Right for You?

This is an intermediate-level course recommended for anyone involved or interested in product design and development:

  • UX, UI, and web designers looking to incorporate gamification elements into their designs so as to increase user engagement
  • Project managers and marketers keen on understanding how gamification might help a product or service
  • Software engineers interested in rolling out game-like features in their products
  • Entrepreneurs looking to create apps or products that reward customer loyalty
  • Newcomers to design who are considering making a switch to UX, UI, or web design

Courses in the Interaction Design Foundation are designed to contain comprehensive, evidence-based content, while ensuring that the learning curve is never too steep. All participants will have the opportunity to share ideas, seek help with tests, and enjoy the social aspects afforded by our open and friendly forum.

Learn and Work with a Global Team of Designers

You’ll join a global community and work together to improve your skills and career opportunities. Connect with helpful peers and make friends with like-minded individuals as you push deeper into the exciting and booming industry of design.

Course Overview: What You'll Master

  • Each week, one lesson becomes available.
  • There's no time limit to finish a course. Lessons have no deadlines.
  • Estimated learning time: 30 hours 42 mins spread over 12 weeks .

Lesson 0: Welcome and Introduction

Available once you start the course. Estimated time to complete: 1 hour 37 mins.

Lesson 1: What is Gamification?

Available once you start the course. Estimated time to complete: 3 hours 8 mins.

Lesson 2: What Makes a Game Fun?

Available anytime after Apr 10, 2025. Estimated time to complete: 3 hours 9 mins.

Lesson 3: Player Centered Design

Available anytime after Apr 17, 2025. Estimated time to complete: 2 hours 31 mins.

Lesson 4: It's all About the Player

Available anytime after Apr 24, 2025. Estimated time to complete: 3 hours 10 mins.

Lesson 5: The Mission Possible

Available anytime after May 01, 2025. Estimated time to complete: 2 hours 55 mins.

Lesson 6: Motivating Your Players

Available anytime after May 08, 2025. Estimated time to complete: 2 hours 36 mins.

Lesson 7: Game Mechanics - Reasons to Play

Available anytime after May 15, 2025. Estimated time to complete: 3 hours 19 mins.

Lesson 8: Getting It Right' - Managing, Monitoring and Measuring

Available anytime after May 22, 2025. Estimated time to complete: 3 hours 19 mins.

Lesson 9: The Law and Ethics of Gamification

Available anytime after May 29, 2025. Estimated time to complete: 2 hours 41 mins.

Lesson 10: Gamification and the Enterprise (Real World Examples)

Available anytime after Jun 05, 2025. Estimated time to complete: 2 hours 19 mins.

Lesson 11: Course Certificate, Final Networking, and Course Wrap-up

Available anytime after Jun 12, 2025.

How Others Have Benefited

Lily S.Giraud

Lily S.Giraud, United Kingdom

“This course is concise, simple to follow, yet very informative.”

Peter Lewis

Peter Lewis, United States

“I have worked in computer games for over 20 years but have shifted my focus to UX Design in the last 7. This course was well-designed and the instructor has a good grasp of the subject matter. For myself, the value of this course was that it helped define gamification for me and will be instrumental in helping me apply my game design experience to integrate gamification into UX Design where appropriate.”

Victoria Velkova

Victoria Velkova, Bulgaria

“It is well-sectioned, it gives you the information bit-by-bit, and it helps you focus and really do this at your own pace.”

See other reviews

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    Use your new skills in your existing job or to get a new job in UX design. Get help from our community.

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Gamification - How to Create Engaging User Experiences
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Gamification - How to Create Engaging User Experiences

9.5 - Ethics – Grey Areas of Gamification – Manipulation and Nudging

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  1. 00:00:00 --> 00:00:32

    Ethics and gray areas of gamification, particularly manipulation and nudging a nasty surprise party, a nasty surprise party. Imagine your grandmother is invited to a party. She's told that there will be drinks and food and other folks of her age group there. And she's told that she cannot get access to this party for the special price of only $100. She pays and she goes to the party. And while she's there, she discovers that $100 was a special price, just not the kind of special she thought it was.

  2. 00:00:32 --> 00:01:01

    Everyone else has only paid $50 to come to the party. How are you feeling on behalf of your grandmother? Cheated. Angry. I would be too. There's nothing illegal about telling someone. They're getting something at a special price and then charging them double for it. What? It's not very nice, is it? In fact, you're probably thinking that's immoral. The ethical stance. This is what ethics deals with. Things that aren't illegal but are almost certainly immoral.

  3. 00:01:01 --> 00:01:32

    Manuel Velasquez, Claire Andre Thomas Shanks, and Michael Meyer from the Santa Clara University in California define ethics as follows. Ethics refers to the well-founded standards of right and wrong that prescribe what humans ought to do, usually in terms of rights, obligations, benefits to society, fairness or specific virtues, ethical treatment. No amount of gamification in the world or make up for unethical behavior by employers.

  4. 00:01:32 --> 00:02:01

    If your company pays its workers less than minimum wage, makes them put in hours of overtime for free, you aren't going to raise their morale by adding some games to their workday. That's the long and short of ethical treatment. Gamification works well in an ethical workplace and is unlikely to make a big difference in an unethical workplace. Manipulation and nudging, Manipulating players to do what they want against their will would be unethical. Fortunately, using today's technologies, it's also unlikely

  5. 00:02:01 --> 00:02:30

    that you can actually do this. You can't exploit a player because they aren't going to let you. You don't want to start your gamification exercises with exploitation in mind anyway. However, Richard Thaler, an economist and Cass Sunstein, a legal scholar, argue in their book Nudge Improving decisions about health, wealth and Happiness that it's possible to encourage on nudge players towards behaviors that are better for them. So, for example, you could not someone to choose fruit

  6. 00:02:30 --> 00:03:03

    and vegetables at lunch instead of frozen lard. And you can use this behavior in gamification by setting default options. So the option that is usually best for the majority of players and forcing them to choose something else by clicking a button, you can remind someone to shut down their machine and switch the lights off as they log out of a system. Using your gamification powers for good has the added benefit that you'll feel good about your work. Ethical gamification is a good thing and actually unethical gamification would be very hard to implement and probably deeply unsuccessful too.

  7. 00:03:03 --> 00:03:13

    And now our end of unit question What would you say is the difference between unethical and illegal activity? Thanks very much for listening. See you next time.

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