Experience the Design Strategy of Gamification Products under Marketing - Take Sports Applications as an Example

• Main Authors: WEN,HAI-FU, 溫海浮
• Other Authors: CHENG,YEUH-HSIU
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/p8z27h

碩士 === 國立雲林科技大學 === 創意生活設計系 === 107 === In recent years, the rise of mobile devices and the popularity of Application software have made mobile Apps an important auxiliary tool in people's lives. At the same time, people's awareness of health issues has gradually increased and they have actively participated in various sports. In order to promote people's physical and mental health and promote the popularity of fitness, in the field of sports, Internet + sports are subtly changing people's exercise habits. Today's sports Apps are too instrumental and have a single business model. The App function is only used to record motion data, and the homogenization is severe, resulting in slower user traffic growth and user viscosity. Therefore, in order to enable the enterprise and the designer to further understand and interact with the user and satisfy the emotional experience of the user, the usage flow of the product and the user's viscosity are maintained or improved. This study begins with a study of marketing, gamification design and emotional design related theories, and explores the relationship between the three and the users in the literature. Then, Nike Run Club, Keep, Hahago, three sports Apps are used as case products. Analyze, collect and filter gamification elements, and design and integrate design elements with the corresponding interface of the case product. Then use the integrated data for the construction of the questionnaire items, so as to establish a questionnaire scale to understand the user's preference for gamification elements and the effectiveness of the use of product products. After the SPSS statistical analysis, the research results show that in the gamification element preference part, the users are more biased: "Give feedback", "challenge", "achievement", "leaderboard", "reward", "victory" Conditions and "social relationship"; in the gamification design section, the factor analysis can be divided into three aspects, namely "initiating emotional experience", "user experience" and "focusing on sports quality". Among them, "initiating emotional experience" and "focusing on sports quality" are most prominent. Finally, this study integrates the above analysis and results, with gender, age, education level and residential area as the user-oriented group, combined with the three elements of "emotional experience", "user experience" and "focus on sports quality". Design element considerations, as well as the screening of seven gamification elements, thus serve as a gamification product design model using the Sports App as an example.