The Octalysis Group has worked on innovative projects with many projects around the world. Due to NDAs we often cannot publicly showcase our success stories.
Have a look at some of the high ROI projects we can show here. Want to know more about how we achieve high ROIs? Contact us!
How we built the Volkswagen Group Loyalty Program
The automotive industry is gradually losing its customer interface. More and more people want to use mobility services but no longer own their own car. In order to respond to this customer behaviour, car manufacturers need digital services - and a way to bring these services to their customers.
Loyalty programmes are a suitable way to do this, not least because they can bind existing customers even more strongly.
A loyalty programme needs frequency
Building a loyalty programme for the automotive industry is challenging. This is due to the fact that customers interact with the car brands not very often.
Many people buy a new car every 3-4 years and visit the official dealerships 1-2 times a year. This is a rough basis for a loyalty programme that users should interact with multiple times a week. Therefore, we had to implement engagement mechanics that specifically motivate people to check back to the loyalty app often.
How Octalysis designed an engaging motivational strategy
The Volkswagen Group's Loyalty Programme is an innovative app that is e linked directly to the user's car. Drivers are rewarded for every trip they make, which means that after every drive, there is an incentive to open up the loyalty app.
All rewards of the programme are distributed via so-called lootboxes. These are virtual gift boxes that can contain points, instant prizes and even digital items.
Avatars & community as intrinsic motivation
Points and status - the two typical mechanisms of most loyalty programs - are extrinsic motivations. These are well suited for initially attracting people, but quickly lose their appeal. Therefore, many users forget the programme before the loyalty effect kicks in.
Therefore, we designed additional features that provide a sustainable engagement and create intrinsic motivation: Every user has its onw digital avatars in the app that can be equipped with virtual objects. Users can see and interact with other members on a virtual map - for example, to overcome challenges together, or to occupy virtual sectors.
The automotive industry's first fully digital, engagement-based loyalty programme
BONEO is an innovative project with great ambitions. The app motivates people to interact with the programme at least twice a week. In addition to points, there are virtual avatars, items, social interaction, instant wins, awards, challenges and a seamless connection to the local retailer's checkout system. BONEO creates a habit to use the app, strengthens the connection between car brands and users and acts as a customer interface to distribute additional services and offerings to customers easily, cost-effectively and purposefully.
Want to know more about the project? Feel free to get in touch with us!
How we helped Navo Orbico through product gamification
The Octalysis Group is known for its successful Gamification projects in Employee Gamification as well as Product Gamification. Client and peer recognition of the value we bring means a lot to us.
In fact we received the prize for Best Gamification Project 2017 during the Europe Gamification Congress. Time to give some insight into how this highly successful project was implemented.
This is Navo Orbico
Navo Orbico is a major FMCG distributor with a presence in 19 countries. With a headcount of 5,500 employees it is distributing 512 brands: Ariel, Pampers, Oral-B, Pringles are but some of the famous brands they carry.
Navo Orbico was looking for an innovative way to engage their workforce in a bid to raise sales, employee happiness and internal brand awareness. They were looking for Octalysis Power to make sales Fun and Engaging again!
The 5 Step Octalysis Implementation Model
The Octalysis Group implemented the tried and tested 5 Step Octalysis Implementation Method for Gamification Design.
The Process is highly intricate and brings together a multi-disciplinary team of Octalysis experts. From business process consulting; creative engineering; micro economics; to gameful UI/UX Octalysis professionals.
The foundation of the 5 Step Process is our world renowned Strategy Dashboard, the backbone of every high ROI Octalysis design campaign.
The project (called Master of the Endless Sea (MOES) was a success right from the start. The employees loved the integration into the existing CRM, so the app became the workflow as such.
There was much faster feedback on their actions, and “The Tavern” (the social community place in the app) became an engagement point for sharing ideas, best practices and management information.
Employees were happier in their job, had more social interaction and were more successful with their clients.
The participation rate was very significant as taking part in the application was completely voluntary.
How we improved Trading Pursuits with product gamification
Learn how to trade FOREX (currencies) is notoriously boring and often very expensive. Therefore, most first time traders open a trading account without sufficient knowledge about how to trade successfully.
They often start to trade with insufficient knowledge of risk management and trading strategies. The result is that up to 90% of traders lose all their invested money in a short amount of time.
FOREX brokers do not like this as they make a margin on every trade that is done: once novice traders blow up their account they seldom come back. Trading Pursuits approached The Octalysis Group to help them address this dilemma.
We designed a fully immersive and integrated learning journey, Trade Samurai, where users learn how to trade FOREX in an engaging and low risk way.
A motivating learning journey
The Octalysis Group designed a gamified learning journey through 5 books of knowledge: Book of Earth, Book of Water, Book of Fire, Book of Air and Book of Enlightenment. An immersive onboarding instills Core Drive 1: Epic Meaning and Calling as you are recruited to battle the Forces of Fear and Greed, who are trying to corrupt the world’s markets.
Users make constant progress through levels of knowledge to pass the various books (Core Drive 2: Development and Accomplishment). We have created a host of interactive educational games where users have to make meaningful choices (Core Drive 3: Empowerment of Creativity and Feedback) to test their knowledge of the education learned.
Only after the user has completed 2 Books of knowledge will s/he be able to trade with real money in the Book of Fire. Users can unlock trading with higher risk profiles and leverage by leveling up through the remainder of the educational content. In the app there are Trade Samurai Clans that you can join and with whom you can trade against other clans (Core Drive 5: Social Influence and Relatedness).
Strategy and rewards increase customer motivation
There are also Trade Dragons, Ninjas and other creatures that will help you with secret advice and useful hints to trade better and safer. Trade Samurai users loved learning to trade FOREX through the app. Abstract, boring concepts became fun to interact with and many users reported high engagement with the learning material.
How we improved eBay with product gamification
eBay is one of the most successful gamified e-commerce platforms in the world. The company found that the key to its success was the ability for buyers to find niche items that are unavailable on other e-commerce sites.
However, eBay is an online marketplace with Consumer-to-Consumer niche sellers often without a professional marketing and sales background. This led to bad buying experiences that deterred some buyers from further shopping on the platform, thus affecting the company’s bottom line.
The Seller Dashboard
To improve the buying experience, the seller’s quality of service needed to increase. The Octalysis Group provided a solution by designing an engaging Dashboard for new sellers. The New Seller Dashboard gives feedback on how the seller is performing by showing where they stand in a tiered system.
Sellers care about their reputations and depend on positive reviews to increase their sales (Core Drive 4: Ownership and Possession). However, increasing Core Drive 5: Social Influence and Relatedness, a Right Brain (Intrinsic) motivator, helps push the user to focus on elevating the quality of service they give to their buyers. The dashboard elicits this awareness and motivation by reporting information regarding buyer feedback, reviews, and other transaction related data.
Another Intrinsic Motivator, Core Drive 3: Empowerment of Creativity and Feedback, comes into play as well. The informative immediate feedback provided by the dashboard empowers sellers to discover, test, and apply marketing and sales strategies to improve the experience between buyer and seller. In return for high quality service, sellers move up in the tiered system, where they feel a sense of accomplishment and status (Core Drive 2: Development and Accomplishment), and receive better rewards and boosters to further improve their selling experience.
With this new interactive experience, eBay was able to lower poor buying experiences and improve their bottom line.
How we improved La Quinta with product gamification
To begin with, Lucky Diem started with a general slot machine game that most people are very familiar with. Users click the big Spin Button (remember from Core Drive 2 principles, that this is called a Desert Oasis – a large Win-State action that visually attracts the user to it), and they get a chance of winning points, or collectables.
The small chance of winning the grand prize does not bother people very much, as the mere hope of winning a large prize is enough to make an experience fun. In that sense, because the prize is so enticing, people are more motivated to continue playing, while being content that their general La Quinta points are accumulating (Core Drive 2: Development & Accomplishment as well as Core Drive 4: Ownership & Possession).
There are other game techniques involved, such as utilizing Boosters to double your scores by answering trivia questions regarding the hotel brand, or sharing with your friends. This adds a shade of Core Drive 3: Empowerment of Creativity & Feedback and Core Drive 5: Social Influence & Relatedness. In addition it builds positive associations between the brand and great experiences in users’ heads. As a result, the ease of recalling the name, hence positively, becomes greater.
Finally, the reward is dangled in front of users – an image of the reward, as well as a large action button to redeem.
The deep work is embedded within months of scarcity design, large spreadsheets that understand the economy, the right interface and triggers at the right time, and so much more.
Ariana Arghandewal, a writer on FrugalTravelGuy.com, writes about La Quinta’s Play & Stay game in an article,
“Warning: This game is extremely addictive. [...] You can win [La Quinta] points, additional spins, tokens that essentially increase your spins, free nights, and more. I initially dismissed this, as I don’t anticipate staying at a La Quinta anytime soon, but this game is highly addictive and I’ve already earned 3,000 points by playing it for the past two days.”
Even when a person thinks that she doesn’t necessarily care about the prizes, the Human-Focused Design causes her to play for a lot longer than she intended. As we see from the numbers above, many users like Ariana ended up becoming paying customers.