In the era of knowledge payment, acquiring knowledge has become simpler and more convenient. Whether you are a student or an office worker, you must have come into contact with many knowledge-based apps. If the form and content of such apps are boring, they cannot attract users. Therefore, they need to be gamified to increase the fun. The author of this article shared his thinking plan with us.
1. Clarify product goals and user needs
Product goal: To spread knowledge, enable people to learn useful things and become better people.
User needs: Improve yourself by acquiring knowledge, and then apply it to study, life and work to make them better.
There are four business objectives:
1. Advertising
It is an almost universal model, and the key is to control the intensity of delivery (delivery frequency, delivery page, delivery scope), and any platform can be considered. It requires higher user activity, more accurate delivery and higher click-through rate.
2. Pay for content
You can consider platforms that can grab high-quality content resources and form a clear difference in quality compared to free content resources. Paid content needs to be of higher quality and more helpful to users than free content. Under this premise, the ultimate goal is to guide users to continuously purchase paid content.
3. Learning Mode
Membership payment provides a certain guarantee for the platform content, and the platform can be considered if it creates very efficient and practical learning tools.
If you can ensure that the gamified learning model will allow users to learn more and absorb better, then the gamified learning model can be set as a paid item. The ultimate goal is to give users one month of membership after registration and guide them to pay and renew for this model.
Requirements: Ensure that all content is free and open to all users. Traditional learning functions are free (collections, likes, comments, notes, etc.), and only functions related to the gamification incentive model are charged.
4. Content subscription payment
You can consider platforms that have a continuous supply of high-quality content resources. If you are confident in the value of the platform content and the efficiency of the learning tools, you can consider a subscription system. At that time, guiding users to subscribe, pay and renew their fees will be the ultimate goal.
Let’s first look at products that cannot achieve good results with the content payment model in the short term, such as products that cannot obtain high-quality paid content, or products that are just starting out and cannot match the brand endorsement of those industry leaders, or products whose brand positioning itself is to disseminate free learning content. In this case, creating a set of efficient and user-attractive learning tools can be a way to keep the product alive.
2. Define business metrics
Daily, weekly, and monthly learning frequency for members;
The daily, weekly and monthly study hours of members;
Number of daily active member users and their proportion of daily active users;
The number of new members among daily active members and their proportion to daily active users;
The number of users who renew their subscriptions before the due date, and their proportion to daily active members;
The number of users who renewed their membership one day, two days, three days, one week, two weeks, within one month, and beyond one month after the membership expired, and their percentage to daily active members;
The cumulative activation time of member users is one month, two months, three months, three months to six months, six months to one year, the number of users with more than one year, and the proportion of the total number of historical member users;
The number of members who have lost membership after the expiration date, and their proportion to the total number of historical members.
3. Define User Types
People who want to explore the world and are curious about it;
People who want to broaden their knowledge, improve their skills, or deepen their understanding of a certain field in order to achieve a certain goal in life;
People who want to pass on their knowledge to more people and contribute to the world;
Someone who wants to share their knowledge and ideas with others.
4. Define Expected Behavior
Completing the desired behavior will lead to a victory state.
1. Discovery
Core: Let users quickly understand the reason for using the product
Download the app through advertising, recommendations from friends, or knowledge content shared by others;
Find and learn the knowledge you are interested in in the App;
Register/Log in.
2. Getting Started
Core: Let users start learning how to play the game and tools
Classify and collect the knowledge you have learned
Express your opinion on the knowledge you have learned
Take notes on what you have learned
Comment on the content you have learned
Share the knowledge you have learned
View the home page for a knowledge topic
Follow a topic
View the homepage of a knowledge sheet
Follow a knowledge sheet
View the homepage of a knowledge provider
Follow a knowledge provider
View updates on content you follow
View recommended content updates
3. Shaping stage
Core: Promote users to repeat daily behaviors to achieve their goals
Learn and save a piece of knowledge every day
Make a statement about one piece of knowledge content every day
Make three knowledge notes every week
Post three comments per week
Share a piece of knowledge you have learned every week
Complete two pieces of knowledge content on any topic every week
Complete two pieces of knowledge in any knowledge list every week
Complete two pieces of knowledge from any knowledge provider every week
4. Final Stage
Core: Strengthen and deepen product experience and retain loyal users
Organize existing knowledge content, create knowledge sheets and publish them so that other users can also learn from them;
Based on the notes taken, organize the knowledge into long articles and publish them for other users to learn from;
Take a knowledge test;
Create and execute learning plans;
Join a study group, complete team learning tasks, and participate in group discussions;
Participate in the creation of a knowledge test question and submit the test question;
Create learning teams, assign team learning tasks, and organize group discussions;
Produce and publish knowledge content (video, audio, graphics and text);
Help novice users learn more efficiently.
5. Define the feedback mechanism
The feedback mechanism clarifies the progress of the user's victory state and allows the user to feel the uncertainty of the reward. Each feedback mechanism should bring new triggers, which in turn continue to trigger the desired behavior.
1. Where can feedback mechanisms and triggers be embedded?
Knowledge content details page
Internal Message
Notification bar message
front page
My Page
Global reminder bar in APP
2. What feedback mechanisms can be applied?
Progress Bar
Task Board
Task completion prompt
Character Growth Chart
Knowledge levels of different topics
Role Title Table
Knowledge Graph
Achievement symbol wall
Collections
Random Mysterious Treasure Box
Other people's interactive message prompts
Impact score
Contribution score
Exploration score
Certificate Book
Activity system
Missions and features to be unlocked
Countdown to the end of the program
6. Define rewards and incentives
Task Progress
Experience points after completing the task
Activity after completing tasks continuously
Character Level
Knowledge branch level
Lighted branches of knowledge
Role Title
New unlocked missions and features
A symbol of achievement obtained after completing a certain task
Random collectibles that appear after completing a mission
Random rewards in treasure chests
Interaction with others
Influence points
Contribution Points
Exploration Power
Test passed certificate
What You Learned
The sense of achievement of learning knowledge
The sense of accomplishment of completing a plan
The sense of accomplishment gained from helping others
Team pride
Ranking
A leader in a branch of knowledge
Free membership card
Membership Card Coupons
Products of our cooperating advertisers
7. Arrange the gameplay
Arranged from the perspective of eight core driving forces:
1. Epic significance and sense of mission
Through advertising and launch guidance, tell users that the reason why human civilization continues to develop is because of the continuous exploration, accumulation, application and dissemination of knowledge. Each of us is a part of it, and it is our responsibility to participate in it and assume our own role.
2. Progress and sense of achievement
Don’t let users get confused about what to do next, and provide guidance when necessary.
When a task is completed, a completion reward is given, and the overall progress and which task should be completed next are displayed;
Experience points, activity, influence, contribution, and exploration will increase as tasks are completed;
After completing certain tasks, you will receive achievement cards;
As experience points increase, knowledge branches will light up, knowledge levels will increase, and character levels will also increase;
When you complete certain achievements, you will be awarded specific titles. When you pass the test, you will receive a certificate of clearance. When you complete your study plan, you will be given a special achievement card;
User rankings (only displaying the scores of users before and after the current ranking, divided into time-sharing rankings and progress rankings).
3. Creative authorization and feedback
Make your own study plan and execute it;
Take study notes and combine and summarize them into a long article based on your own understanding;
Produce knowledge content and publish it;
Form study teams and assign tasks to them;
Contribute test questions;
Create a knowledge sheet;
When you reach a certain level, new tasks and features will be unlocked.
4. Ownership and Possession
After the user completes a task, there is a certain chance that he will get a quote card, which will contain a random quote from a celebrity and be added to the celebrity quotes collection. The player needs to keep collecting them.
The amount of knowledge that the user has read, the number of consecutive days of learning knowledge, the number of days of cumulative learning knowledge, the level of various knowledge and skills, exploration ability, influence, contribution points, various achievement honors, etc. are displayed on the personal homepage for users to view easily;
Push messages to users to remind them to check their weekly, monthly and annual knowledge reports;
If the user has not learned knowledge for more than 3 days, push messages to remind the user to complete the task and check personal records;
By collecting users' interest tags, we recommend learning content of interest to users.
5. Social influence and relevance
Guide users to create learning teams and set up team tasks in the group, work together with the team to achieve collective goals, and set up activity rankings among teams;
The notes made on knowledge can be visible to others. The notes are divided into four categories based on the attitude towards knowledge: recognition, refutation, doubt, and thinking. Others can express their opinions and post comments on them. At the same time, the notes can also be posted to the study team and the big forum to interact with more people.
When users obtain achievement cards, titles, certificates, etc., they are encouraged to share them;
Intuitively display achievements, levels, titles and other information on your personal homepage. Allow users to customize the content displayed under their avatars and nicknames in addition to their personal homepage;
Users can like and collect other users’ content;
If the test fails, you can invite others to give you a "Resurrection Card";
Users are encouraged to become mentors for novices in a certain direction. After the new users register, mentors will be recommended to them, and a master-apprentice group will be formed, with the master recommending learning content to the apprentice.
6. Scarcity and Desire
Double the learning experience on weekends;
Hide some advanced features for low-level users and display them after they are unlocked;
When users obtain periodic rewards, they will be prompted with an overview of the next period of rewards.
There is a limit to the number of tasks a user can complete each day. The higher the knowledge or character level, the more tasks a user can complete.
7. Unknown and Curiosity
When users first enter a new function module, provide them with guidance and instructions so that they can smoothly enter the next expected behavior without having to think too much;
Among the mission rewards, a random reward is retained, including experience points, collection cards, etc.;
Set up a series of complex dynamic rules to distribute Easter egg treasure chests to users, which contain special rewards;
A round of prizes are drawn every week, including membership cards, membership card coupons, experience points, advertisers' products, etc.
8. Loss and Escape
New users will be given a one-month membership upon registration. The achievements and habits accumulated by users in a month will keep them interested and encourage them to renew their membership.
Set up a countdown to the end of the double experience event;
After the user completes the task for 2 consecutive days, if the task is not completed before 22:00 on the xth day, a message will be sent to remind the user that the continuous record will be interrupted.
