Gamification in Product Design: Enhancing Marketplace Engagement

Abstract

Gamification, the use of game design concepts in a setting not actually a game, has become a tactical level solution to enhance users' satisfaction with the services within digital marketplaces. From this research, the role of gamification in products as a design strategy to drive engagement, increase the products' usage, and improve the usability of the products is examined. In this paper, we elaborate on the theoretical frameworks pertaining to gamification and the origin of motivation theory and theories of behavioral psychology. Exceptions of how such features may help to enhance usage figures within the marketplace are described, with additional examples of features that comprise this Gamification. This, we explicate the processes used in the design, development, and testing of these features through a detailed methodology. The conclusion reveals the enhancement of users' experience in terms of sessions, rates of return, and conversion rates. It focuses on users' feedback and comparisons with prior literature studies, and the tension begins to explore when excessive GG undermines user engagement. Lastly, the findings section restates major findings and recommends avenues for study on the improvement of the said gamification techniques in e-Markets