Abstract.Online surveys are an important means of data collection in marketing and research, but conventional survey designs are often perceived as dull and unengaging, resulting in negative respondent behavior. Gamification has been proposed to make online surveys more pleasant to fill and, consequently, to improve the quality of survey results. This work applied gamification to an existing survey targeted at teenagers and young adults. The gamified survey was evaluated in a study with 60 participants regarding the psychological and behavioral outcomes of gamification. Results indicate that gamification successfully increased the users' perceived fun, the average time spent, as well as their willingness to use and recommend the survey, without introducing a strong bias in survey results, albeit with a lower overall response rate.Keywords. Gamification; Online Surveys; Questionnaires; Evaluation IntroductionGamification of online surveys has been proposed to make questionnaire filling a more enjoyable experience and to improve the accuracy of survey results [6,9]. This is an important goal because online surveys have been criticized for their dullness resulting in negative respondent behavior such as speeding, random responding, premature termination, and lack of attention [9,17,23]. In contrast to these negative effects, evaluations of gamified surveys have reported diverse benefits regarding user experience, motivation, participation, amount and quality of data [6,8,9,23]. These prior works confirm the usefulness of gamified online surveys, but have remained unclear about suitable design processes. More recent work [13] has proposed (but not evaluated) a design process that unifies process models from the related disciplines of form design and gamification. This work employs and evaluates the process in a case study where two designers gamified a survey about sports and leisure activities amongst teenagers and young adults. The goals and contributions of this work are firstly, to document our application of the process and the resulting gamified design (Section 4). This will also provide qualitative results (Section 5) regarding the process's applicability and usefulness. And secondly, to evaluate the psychological and behavioral outcomes of the gamified design (Sections 6-8) in an empirical study. Related WorkGamification of online surveys builds on many disciplines [13]. The following section briefly discusses relevant backgrounds, concepts and methods. Tradition and Innovation in Surveys.The use of forms for surveying information has a long historical tradition dating back to the 16th century when officers in Spanish provinces were equipped with questionnaires to standardize interviewing and observations [10]. These questionnaires enabled bureaucratic processes by abstracting individual life experiences into consistent, standardized representations [3,10]. This characteristic is shared with today's digital forms and online surveys, albeit with a different purpose of enabling automated data processing. Under...

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Gamification has been employed to make online surveys more engaging to fill. Related work has evaluated the psychological and behavioral outcome of gamified surveys, but has been unclear about design methods and best practices. This work discusses foundations, relevant design dimensions (game elements, survey areas and the design process), and critical issues concerning validity. It then proposes a structured process for survey gamification based on the MDA (mechanics, dynamics, aesthetics) framework. An evaluation of the proposed process within a case study is briefly presented along with preliminary, but promising results. The gamification process is put forth in the CHI community for further discussion, evaluation, and application.

Navigation in long forms commonly employs user interface design patterns such as scrolling, tabs, and wizard steps. Since these patterns hide contextual form fields outside the viewport or behind other tabs or pages, we propose to apply the focus+context principle from information visualization to form design. This work presents a design space analysis to support usability engineering of focus+context form navigation. We evaluated the design space's usefulness and applicability in a case study and found the design space has fostered creativity and helped to clearly document design decisions, indicating it can be a valuable support for engineering intelligent, form-based user interfaces.