Gamification Experiment Playbook from Gojek and CustomerGlu
Setup Gamification Experiments
As growth operators we’ve had to come up with multiple experiments to learn quickly via data and user behavior and make hypotheses to plan next steps in our product strategy. We’ve collectively run hundreds of experiments around gamification to improve aspects from onboarding, drive repeat purchases and shape user behavior.
While most of these experiments were successful or helped us learn we also had those experiments that never gave any results or were not designed well.
The goal of writing this artifact is to: Share a structured approach to designing a gamification experiment so that you are set up for success. (Success here is ensuring that you’re learning from the experiment or are seeing the results in terms of metrics uplift that you’re aiming for)
Gamification experiment: A gamification experiment refers to an experiment that is designed to solve a problem by leveraging gamification constructs (Ex: Spin the wheel, Streaks, Leaderboards etc)
The outline or process to setup the experiment or series of experiments can be broadly divided into 5 steps.
- Goal Alignment