The OCTALYSIS FRAMEWORK
Octalysis Framework
Octalysis combines decades of lessons learned from behavioral science concepts and gameful design in one powerful design framework.
It is currently the only gamification design framework to ensure high user engagement KPIs for our clients. It is now the Leading Gamification Framework in the world
Gamification & Behavioral science Design
The Octalysis Framework is a groundbreaking approach to gamification, developed by Yu-kai Chou, that analyzes human motivation through eight Core Drives. These Core Drives are the essential elements that fuel our behaviors, and by understanding them, the Octalysis Framework enables the design of engaging and motivating experiences.
By applying this framework to various aspects of business, products, and services, it becomes possible to create an environment where users are naturally driven to engage, purchase, and advocate for the brand, resulting in increased loyalty and success.
These Core Drives are the essential elements that fuel our behaviors, and by understanding them, the Octalysis Framework enables the design of engaging and motivating experiences.
By applying this framework to various aspects of business, products, and services, it becomes possible to create an environment where users are naturally driven to engage, purchase, and advocate for the brand, resulting in increased loyalty and success.
We truly believe that Octalysis will change the world for the better
“We make IMPORTANT things more ENJOYABLE,
ENJOYABLE things more PRODUCTIVE”
Octalysis distinguishes between Left Brain Core Drives (logic, calculations, ownership) and Right Brain Core Drives (creativity, self-expression, social aspects). While Left Brain Core Drives are extrinsic motivators, Right Brain Core Drives are intrinsic motivators.
Designers should focus on motivating users through intrinsic motivators, making the activity itself fun and rewarding.
Octalysis also differentiates between “White Hat Gamification” (positive motivators) and “Black Hat Gamification” (negative motivators). Techniques that utilize positive motivators create a more satisfying experience, while techniques that rely on negative motivators may leave users feeling manipulated.
A good gamified system doesn’t need to incorporate all 8 Core Drives but should excel in the ones it does utilize. The Octalysis score is calculated based on the strength of each Core Drive and can help identify areas for improvement.
Octalysis can be applied to various systems by analyzing the game mechanics that appeal to each Core Drive. By identifying and strengthening weak areas, designers can create more engaging experiences.
Octalysis offers different levels of analysis, including Level 2 which focuses on optimizing the player’s journey across four phases (Discovery, Onboarding, Scaffolding, Endgame), and Level 3 which considers different player types and their motivations at different stages.
Creating a well-designed gamified experience requires analysis, testing, and adjustment. By adopting good gamification principles, it is possible to bridge the gap between things people must do and things they want to do, ultimately leading to a more productive and fulfilling society.
The 4 Phases of the User Experience
Octalysis describes the user experience through the lens of four distinct phases, also referred to as “The 4 Phases of a Player’s Journey”. These phases are Discovery, Onboarding, Scaffolding, and Endgame.
1.Discovery Phase
This is the initial phase when a user or player first comes across your product, service, or game. The key element in this phase is curiosity and interest. It’s all about making a great first impression and motivating the user to take the first step. The design of this phase should create intrigue and demonstrate the potential value of the user’s journey, making them eager to explore further.
2. Onboarding Phase
Once the user decides to try out your product or service, they enter the onboarding phase. This is when the user learns the rules of the game or the basics of the service. It’s crucial to make the learning process as seamless and enjoyable as possible. Users should feel motivated and capable, quickly experiencing “quick wins” to reinforce their decision to engage with your product or service.
3. Scaffolding Phase
After the onboardinz, users enter the scaffolding phase, which is the phase where users repeatedly engage in the core activities of the game or product. This is the main phase of the user journey where the user continues to build mastery and works towards their goals. The design of this phase should provide ongoing challenges and rewards that match the user’s growing skill level.
4. Endgame Phase
This is the final phase where users have done just about everything there is to do, and the challenge is to keep these experienced users engaged. The endgame is all about longevity and replayability. In this phase, the design should introduce new content or opportunities for social interaction to keep these veterans engaged and invested.
These phases help to understand the user’s journey from the moment they first interact with a product or service, through the process of learning how to use it, mastering it, and finally, maintaining interest after they’ve achieved their initial goals. By designing for each phase, companies can create more compelling and engaging experiences that keep users motivated and engaged over the long term.
Designing for different Players across the 4 Phases
Octalysis aims to create an experience that keeps users engaged at every stage of their journey. To achieve this, we need to understand and cater to the different core drives that motivate users at each phase.
For example, in the Discovery phase, users may be mainly motivated by “Epic Meaning & Calling” (Core Drive #1), whereas in the Onboarding and Scaffolding phases, they might be motivated more by “Development & Accomplishment” (Core Drive #2), in Scaffolding by “Empowerment of Creativity & Feedback” (Core Drive #3). The Endgame phase might be driven by “Social Influence & Relatedness” (Core Drive #5) and “Scarcity & Impatience” (Core Drive #6).
It is all about creating a user journey that satisfies various core drives at different stages, thus ensuring users remain engaged and motivated throughout their entire interaction with a system or experience.Look at the complete picture rather than focusing solely on isolated actions or motivations.
