Marketplace Gamification Design
Project Type
Academic project
Tools
Figma, Axure
Duration
Nov 2020 - Jan 2021
My Role
Product Designer
Introduction
Overview: Red Hat Marketplace is an open cloud marketplace, which allows users to discover, access and automatically deploy software. The gamification design provides a valuable community to increase user engagement and help users to acquire knowledge.
Problem Statement: As an open cloud marketplace, the client company needs new features to help users gain educational value, grow professionally, and inspire them to return over time.
Users: IT professionals, developers.
My Roles: I collaborate with another student as UX designers on user research, gamification mechanics, and design.
Constraints: This is a university-industry cooperation project, we presented the design outcome to the client company, but did not get the opportunity to test with real users.
Define
Project Goals:
For Users
How might we...
Help users gain educational value from each other via the Red Hat Marketplace?
Help users grow professionally from adding their knowledge to the platform?
Provide a global community of users enough value to inspire them to return to the marketplace over time?
Project Goals:
For Business
How might we...
Increase user engagement within the Red Hat Marketplace by creating a gamified platform/experience which motivates Red Hat Marketplace users to continually contribute content and/or assist other developers with their technical questions.
Create a new user experience that differentiates Red Hat Marketplace from other cloud software marketplaces in the world, i.e. marketplaces such as Amazon AWS, Google, Alibaba, etc.
Persona
Ideate
Conceptual Model
What is Conceptual Model
The grammar of the application: Objects, Actions and Attributes
Source: Rosenberg, D. (2019). UX Magic. Interaction design foundation.
Why Conceptual Model
Source: Rosenberg, D. (2019). UX Magic. Interaction design foundation.
New Conceptual Model for Red Hat Marketplace
Design
Gamification System
Game Mechanics
Points (coins)
Rewards (e.g. extend trial)
Hero badges
Status (levels)
Leaderboard (based on time and categories)
Likes, Comments, Shares
Game Rules: Earn Points
Game Rules: Use Points
Time Boundaries
Duration of the game:
Cumulative points, expire after one year since the receiving date
Time normalization:
Leaderboards: weekly, monthly, yearly
Top Answer contributor: top 5 with most likes
Top Questioner: top 5 with most questions
Top Author: top 5 with most likes
Top Reader: top 5 with most quiz points
Time limit for tasks:
Questions without any answers will be taken down after one month
Cheating Disincentive
Create a public review and rating system
Highlight fake accomplishment (points increase dramatically)
Report system for
Cheating and fake accomplishment
Plagiarism
Punishment:
Cheating and fake accomplishment: deduct 50 points and a warning for first time, account suspended for the second time
Plagiarism: Account suspended
User Flow
Prototype
Ask a question
Answer a question
Post a case study
Visual Design
Design System
The new feature design follows Red Hat Marketplace style guidelines. Design details in hi-fi prototypes including colors, typography, components, and layouts are based on the design system.
High-fidelity Prototypes
Takeaway
Gamification design is powerful.
We learned systematically about gamification design and gameful experience during this project. It is a powerful approach to increase user engagement.
Design system contributes to collaboration and consistency.
We referred to Red Hat Marketplace design library for the new features in this project. Design within a design system really helps us work efficiently as a team and use consistent design language.