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The growth in the gamification of digital consumer application services: A case analysis of Duolingo, Fitbit and Starbucks
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School of Business |
Bachelor's thesis
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en
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48
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The main objectives of this research project were to look at the impact that gamification has had on digital consumer application services thus far, and the direction which gamification as a business tool is likely to take in the future. For this paper, an examination of the already available academic and non-academic literature related to gamified features in the representative case studies of Duolingo, Fitbit and Starbucks, was completed, making use of primarily secondary qualitative data in doing so. The conclusions drawn from the case analysis of the representative case studies largely shaped the focus of this paper. From this paper, it can be seen that the use of gamified features has in the case studies focused on, generally been advantageous in increasing user engagement and user retention, with the case digital consumer application services examined all being relatively successful in their respective industries. The use of gamification is generally aimed at fulfilling the three primary consumer psychological needs of autonomy, competence and relatedness, as outlined in the SSMMD framework, a key part of the conceptual framework for this research project. Gamified features within digital consumer application services are geared in most cases, toward achieving one or more of these psychological consumer needs, with notable examples being the use of inservice rewards systems, medals, achievements and streaks, along with streamlined UI features.