A tailor-made gamification framework to maintain user engagement for the Codos application
The promotion of sustainable commuting practices through mobile applications has achieved certain successes. However, user engagement rates tend to decrease overtime. To solve this problem, the application of game elements to the application, or gamification, has been proposed.
Linh Dinh & Phuong Nguyen, 2023
Bachelor Thesis, Codos Foundation
Betreuende Dozierende: Safak Korkut
Keywords: gamification, sustainable commuting, user engagement, Octalysis framework
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The aim of integrating sustainable commuting into mobile apps is to decrease CO2 emissions by promoting environmentally friendly transportation options. However, the trend of declining user percentages over time of this type of application is a matter of concern. This thesis explores the use of gamification to maintain user engagement for the Codos app, an application developed by the Codos Foundation, a Swiss non-profit organization encourage digital solutions, for measuring and rewarding sustainable behaviors.
In-depth examination of existing literature, an initial online questionnaire, and semi-structured interviews involving FHNW students were undertaken during the research to address the following inquiries:
1. What are the incentives of FHNW students to choose sustainable commute?
2. What are the gamification elements that enhance the engagement of FHNW students to use Codos app?
The study concludes that FHNW students' sustainable commuting decisions are influenced by a total of eleven values, categorized into two groups. The first group comprises non-environmental factors like cost, travel time, comfort, availability, flexibility, reputation, reliability, privacy, and safety. The second group encompasses environmental factors, specifically air quality and CO2 emissions impact.
Additionally, a customized gamification framework was developed and tested based on the Octalysis framework, incorporating specific game elements to enhance user engagement. The results indicate that reinforcing the app's mission through meaningful incentives, diversifying methods for showcasing achievements, providing information and choices to users, amplifying social influence, introducing unpredictability and scarcity, and strategically implementing avoidance mechanisms all contribute to sustained user commitment. By utilizing Octalysis' eight core drivers, the authors envision promoting eco-friendly commuting and fostering an environmentally conscious community in the app.
Studiengang: Business Administration International Management (Bachelor)
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