Unlocking User Motivation: Beyond Gamification in Product Design

Recently, there was a debate with my product team about gamification: its importance for user adaptation, and whether we should implement it in our product. This discussion led us to a deeper conversation about the core of product gamification and, more importantly, what motivates users to engage with our product. In the realm of consumer psychology and behavioural design, understanding motivation is pivotal. Specifically, intrinsic and extrinsic motivation are two fundamental concepts that shape how we approach tasks, challenges, and our daily routines.

Intrinsic motivation refers to doing something because it is inherently interesting or enjoyable. It’s the internal desire to pursue an activity for the sheer pleasure and satisfaction derived from the activity itself. Think of a designer who creates for the love of the craft, or a student who delves into research out of pure curiosity. This type of motivation is deeply personal and self-sustaining. As a researcher, understanding these intrinsic motivations can help you reinforce them or stimulate similar ones.

On the other hand, extrinsic motivation is driven by external rewards or pressures. This can include anything from gamification, financial incentives, and grades to social recognition and the avoidance of punishment. Consider Duolingo, which uses streaks and gamification to apply extrinsic motivations. Extrinsic motivators can be powerful but often depend on external validation and rewards.

However, there is a downside to gamification or extrinsic rewards if not used correctly. Take a moment to think about the user who downloads a language learning app like Duolingo; consider their initial motivation for downloading the app. While learning a new language is their goal, the motivation differs from one user to another. One might be motivated by the desire to communicate with a loved one and share their culture, while another might want to learn the basics for an upcoming trip. The problem with extensive gamification and extrinsic motivations is that they do not account for these deeper meanings. Gradually, they can pull the user away from their initial motivation, shifting their focus to new extrinsic rewards that do not truly fuel their engagement. Once the user or app loses sight of the primary motivation, it becomes harder to sustain engagement.

In our field, recognising the balance between intrinsic and extrinsic motivation is crucial. It’s not just about understanding what motivates users to engage with a product or service, but also about fostering environments where both types of motivation can thrive. This balance can lead to more meaningful and sustained engagement, ultimately driving better results for both individuals and organisations.

So, before you suggest gamifying your app, consider whether this truly benefits your users. Is there no other way to build a better product and keep them engaged?