Gamification framework applied to organizational processes

Abstract

Purpose: This work has two objectives: 1. to present, based on theory, a Canvas framework, which helps in the analysis of elements used in the gamification of different processes, and 2. to use this framework to analyze multiple cases of sport, health, and wellness apps (fitness apps). We selected four apps for this study: My Fitness Pal, Nike Run, Nike Training, and Zombies, Run!. Originality/value: This study contributes to the theory with the systematization and organization of gamification components in a Canvas framework. For practitioners, this framework facilitates the creation and deepening of gamification initiatives. Design/methodology/approach: In order to support the comparison between cases, we used six gamification steps from the bibliography, divided into 1. define business objectives; 2. outline target behavior of players; 3. describe players; 4. determine activity loops; 5. entertain players; and 6. deploy appropriate tools. These steps were organized in a Canvas format. Through six propositions, we concluded that convergent and divergent factors exist between the cases studied, with no complete use of the gamification elements among the cases analyzed. Findings: Among the similarities, the following stand out: 1. search for users’ well-being, 2. use of the steps suggested for gamification, 3. factors of the player’s journey, and 4. fun. Among the differences are: 1. the specificity of each app, 2. ways of rewarding, and 3. motivating users, depending on the proposed activity and type of player.