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Investigation into the use of gamification in user experience design

“Gamification” is an informal umbrella term for the use of video game elements in non-gaming systems to improve user experience (UX) and user engagement. (game elements:points, badges, levels and leader boards) In this study, I want to explore how to use gamification properly in user experience design process to improve user engagement. And investigate the relationship between game elements and user engagement in a design context. INVESTIGATION DETAILS: Yixin Ma y.ma3-16@student.lboro.ac.uk +44(0) 7763365174 Loughborough Design School, Loughborough LE11 3TU Thomas Jun g.jun@lboro.ac.uk +441509222663 Loughborough Design School, Loughborough LE11 3TU

PLEASE NOTICE: You will NOT be asked to provide any personal information. This questionnaire takes about 7 minutes. All the data will only be used in the investigator's design research dissertation.

*l understand the information l provided will be used for the investigators design research study. *I understand that I am under no obligation to take part in the study.*l have read all the information above.

l accept

l dont accept

What do you think makes a phone game attractive?(multiple choice)

Attractive graphic design/Style/ Aesthetic

Tell a story

Attractive characters

Levels and stages

Rewards

Short/Long-term Goals

Challenge or conflict

Social

Leader board/Ranking

What do you think is a successful mobile application?(multiple choice)

Easy to use

Good graphics/ aesthetic

Easy to find wanted item

Focus on a core feature(what it is used for)

Personalised experiences

Functional

Society

Deliver real value

Keep it simple

Gameful

Do you think adding gameful elements (points and rewards, badges, levels and leader boards 积分，徽章，关卡和排行榜) to a mobile app will engage you to use this app more often?

Yes

It depends

If you chose it depends, please could you explain why:

____________

Alipay(支付宝) is an example of a mobile application which uses gamification successfully. It contains some small gameful programs: see pictures below, do you think these game elements can make you use Alipay more often?

Alipay daily missions and rewards

Daily ranking and rewards

Virtual pets within the app

Yes

What do you think about adding game elements to a non-game app?( multiple choice)

I think its useless

l think its good, but it should not be too much

l think it can make the app more attractive

l think the main function of the app is more important

l have no idea

Please choose the images you are most interested in.(multiple choice)

Thank you for your participation! ;)

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