Book Image

Gamification for Product Excellence

By : Mike Hyzy, Bret Wardle
Book Image

Gamification for Product Excellence

By: Mike Hyzy, Bret Wardle

Overview of this book

Are you trying to build a product that your audience loves to use? Game mechanics and psychology have been used for decades to increase engagement, convert users to buyers, and increase audience retention. Learning when and where to implement these tools can take your product from the middle of the pack to a must-have! This book begins by helping you get a clear understanding of gamification, its key concepts, and how product managers can leverage it to drive user engagement in non-game scenarios. As you progress through the chapters, you’ll learn different gamification frameworks, mechanics, and elements with structured ways to implement them while designing a successful gamification strategy tailored to a business case. You'll get a chance to implement and test the designed strategy prototype with the users for feedback. You’ll also discover how to sell your strategy to stakeholders to get full buy-in from the top down, along with how to gamify your product development process to drive innovation, engagement, and motivation. By the end of this book, you'll be primed to harness the power of gamification, and will have benefited from proven case studies, best practices, and tips, ensuring you are well-equipped to apply gamification principles to your work as a product development professional.
Table of Contents (15 chapters)

Summary

We discussed the core competencies of a product manager and the skills they need to be world-class, and how gamification relates to those skills. Can you imagine if we removed all the gamification features from PMM? A user would log in and see sparsely updated content because there needs to be manufactured motivation for users to post or share with their friends. A product manager wouldn’t add new features because the feedback loop brings back barely any insight. After all, a vital driver of the user’s motivation is gone.

The strategic implementation of gamification sparked a chain of engagement among users, inspiring them to generate content and share knowledge. This dynamic not only fostered a sense of achievement and joy but also proved so impactful that users enthusiastically spread the word to friends and colleagues. The result was a remarkable enhancement of PMM’s reputation. As a product manager, you capitalized on this momentum to introduce premium features, including education and certification programs. These additions were born out of the continuous feedback loop you established by enticing users with rewards, showcasing the strategic value of gamification.

To reiterate, gamification is essential to your job as a PM because it’s going to help you accomplish the three critical principles that are crucial to your role:

  • Gamification will drive engagement because the experience is fun, the gameplay will entice users log in to your app, and they will have fun doing it so they will do it more often
  • Gamification will enable you to nudge users to do mission-critical things for the app; besides driving engagement, this can be mission-critical for driving purchases, medication adherence, or socially impactful actions
  • Gamification breaks the status quo – don’t create a boring app that feels like a chore

In the next chapter, we will dive into the understanding game mechanics and gamification frameworks. Now that we understand how a gamification strategy benefits product managers, we can discover the keys to the first step, which we briefly touched on here: knowing your user to see where and how gamification will benefit their experience and solve pain points.