Switching Your Digital Ecosystem: A Painful Process

TechTalk
Contents
04
3-2011

Trends Opinion
04 Switching your digital ecosystem: a painful 22 Charlie bit me: how can brands create viral
process? marketing materials?

12 Discoverability drives choice, adoption and 28 Where next for word of mouth?
loyalty in the digital market
32 Loyalty in telecoms across the generations
16 Turning UX into hard metrics: the crucial
role of User Experience (UX) 40 Your mum wants to be your friend: accept
or reject?
18 Gamification: when brands get playful to
engage with customers 48 Analysis: what gives our qualitative
research the X factor
36 Is the end in sight for the personal
navigation device? It depends how good
the zoom is on your smartphone’s camera Inside GfK
44 Consumerization of IT resources: brings 52 Keeping you up to date with
headaches for business the latest news from GfK

23 17 13

Editorial
Welcome to our latest edition of TechTalk, our magazine that provides their business planning. The ever diverse range of topics in TechTalk
your consumers perspectives on hot topics in technology research. For from gamification and viral marketing through to consumerisation
this edition we are taking a close look at the User Experience, an area of IT resources reflects the exciting nature of our category and the
that is rapidly becoming a key driver for customer retention as our discussions we are having with our clients. We welcome continuing
main story explores. conversations so do reach out if you want to explore any of these
topics further.
Our research of over 4,000 smartphone users across nine markets
discusses the way in which simplicity, integration and access are key Happy reading!
parts of the user experience on which brands will increasingly need
to focus in order to drive business. New areas of the user experience
such as Discoverability are also taking centre stage; how do you Anette Bendzko
encourage consumers to explore their technology and discover new Global Head of GfK Business & Technology
digital experiences? Our research on turning UX into a hard ‘currency’ Tel: +1 847 371 1585
also discusses the way in which brands can really integrate this into Email: anette.bendzko@gfk.com

02 © GfK Business & Technology 2011 © GfK Business & Technology 2011 03

GfK TechTalk - November 2011 UX: Digital Ecosystems

swITchInG yoUr dIGITal EcosysTEm: a paInfUl procEss?
By Richard Preedy & Ryan Garner

Switching between smartphones (differentiated by their OS e.g. Android) is becoming increasingly difficult
for consumers. When benchmarked against everyday services and utilities, consumers worry more about
having to switch the type of smartphone they own than their insurance, home telephone or pay TV providers.
Simpler, integrated user experiences are playing a huge role in driving this aversion to switching. These user
experiences are no longer just device-specific, but relate to the wider ecosystem of digital content and devices.

Easy access to content across numerous devices is driving higher There is no doubt that the use of connected devices (devices
levels of loyalty to content ecosystems, leading consumers to that are connected to the internet such as smartphones, tablets,
believe that switching their digital life to an alternative provider laptops and now TV sets) is changing consumer behavior. The
is a difficult chore. For some (Apple iPhone & iPad owners in availability of apps and digital content has been extremely
particular) the thought of switching is considered as difficult as important for the explosive growth of smartphones: almost
moving bank accounts. It follows that digital providers that create every third mobile phone (29%) sold in 2011 worldwide is a
harmonious user experiences across their digital ecosystems will smartphone (source GfK Retail and Technology data). But a
be able to increase consumer loyalty. GfK’s research examined more subtle area, and one with growing importance, is the
some of the key areas of smartphone user experiences and their user experience on these connected devices. While consumers
impact on switching behavior. become used to increasingly intuitive and seamless interactions
with the interfaces on their smartphones - as the connected



GfK has contended before that content and services drive
appeal and loyalty to smartphone providers. The data
overall each of the three core areas above shows that those more engaged – i.e. use more
of the user experience; simplicity, services on their smartphone – are more likely to state
their future loyalty to their current smartphone type. The
integration and access have similar
data in the figure two shows that the tipping point for this
levels of importance; however there are uplift in loyalty is at 7 or more services.
some interesting country differences.
There are some interesting country differences too,
European countries (the UK, Germany, France, Spain and
consumers in western mature countries Italy) use fewer services on their smartphones compared
place greater emphasis on simplicity to non-European consumers in the US, China, Brazil and
than integration and access to services. Japan. Consumers in the US are the most likely (61% of all
US smartphone users) to use 7 or more services followed
In contrast, chinese consumers place closely by China (56%) and Brazil (53%). This high level
greater importance on the ‘access’ of service usage on smartphones has implications for the
of content with 92% of consumers user experience. The research uncovers three core areas of
the connected device user experience that impact service
stressing the need to access content
usage and loyalty. These are outlined in more detail below:
across all devices.
Simplicity
Figure one: Perceived difficulty in switching providers (% of rankings). Over the years, smartphones have become infinitely easier
to use which has empowered consumers to use more
advanced features and to do more with their phone.
Nokia, the early pioneer of advanced mobile phones,
devices become more complex and advanced beneath the
released the first mobile phone with a WAP browser
Loyalty to Smartphone Type surface - consumer behavior is being impacted in new and
in 1999 - the 7110. However, back then browsing the
fascinating ways.
internet on a PC was a cumbersome experience and
75% trying to access small bits of web-based information on
GfK recently conducted research among smartphone
% stated loyalty to smartphone type

a mobile phone was never going to be a simple process,
owners in nine countries around the world; Brazil, China,
without even thinking about creating “enjoyable” user
70% France, Germany, Japan, Italy, Spain, the UK and the US.
experiences.
We examined some of the key areas of a smartphones
user experience and its impact on switching behavior.
65% Since then, user experiences have gone beyond the
There are inevitable differences between the countries
functional and have been refined to a level that add
due to their varying levels of digital and technological
an element of “intimacy” and “discoverability” which
60% development. Despite this, there are universal trends such
creates new and fun experiences for the end user. We’re
as: the more mobile services that consumers use, the
now at a stage where new mobile device technologies
less likely they are to switch their smartphone type in the
55% software and advances in mobile networks have made
future (See data in figure one).

50%
1-2 Services 3-4 Services 5-6 Services 7-8 Services 9+ Services
Number of services used on smartphone

Figure two: Loyalty to smartphone type



Integration
consumers who are building a library As smartphones become more advanced, creating a
smooth user experience becomes a more complex task.
of media and content are demanding
In order to make the most out of the wide-ranging
access to their digital life regardless of capabilities of smartphones, the functions, features and
the device they are using. services need to work in harmony. (Having the option
to immediately post a photograph you’ve just taken
with your phone to Facebook is a good example of this
almost three in four smartphone owners harmonization).
(72%) believe it is important to be able
to access the same content (music, A significant proportion of smartphone owners (71%) Consumers who are building a library of media and
now believe that the various features, services and
videos, books, apps, etc.) on any internet “There are some interesting country content are demanding access to their digital life
apps on their phone work seamlessly with each other. regardless of the device they are using. Almost three in
enabled devices (smartphones, tablets, Nevertheless, regardless of this high approval rating, the differences too. European countries; the
four smartphone owners (72%) believe it is important to
pc, TV sets, etc.). proof of well-executed integration and a smooth user UK, Germany, france, spain and Italy use be able to access the same content (music, videos, books,
experience is found in the usage patterns of consumers. fewer services on their smartphones apps, etc.) on any internet enabled devices (smartphones,
By examining our data more closely, we find that those tablets, PC, TV sets, etc.). As one would expect, this
who use more services on their smartphones believe that
compared to non-European consumers
becomes even more important among those who own a
the services and features offered are much more tightly in the Us, china, Brazil and Japan. tablet as well as a smartphone and PC – 80% of this sub-
integrated. Furthermore, those who use more services on group agree. Cloud-based services are being rolled out by
their phones are more likely to consider staying loyal to many service providers to offer solutions to consumers’
their current smartphone type. Well executed service and
consumers in the Us are the most likely
content ‘access’ user experience needs.
hardware integration are therefore having a positive effect (61% of all Us smartphone users) to use
on consumer loyalty. 7 or more services followed closely by Overall each of the three core areas of the user
internet-enabled applications commonplace among most china (56%) and Brazil (53%)” experience; simplicity, integration and access have
Tighter integration of services also allows for more similar levels of importance; however there are some
smartphone owners and a key driver of handset selection.
intelligent use of customer usage and purchase data. interesting country differences. Consumers in western
A growing number of people are finding a smartphone
Companies that exploit ‘Smart Data’ will effectively yield mature countries (particularly France, Germany, Italy,
solution that they are comfortable with. Consequently,
greater results in engaging consumers with their service Spain and the UK) place greater emphasis on simplicity
almost three in four (72%) smartphone owners state that
or brand. Recommendation engines are a prime example rather than the integration and access (from the cloud)
they find it easy to access applications and navigate the
of this: these services provide new product or service Access to services. For example German consumers find their
menu system on their phone. These subtle refinements of
recommendations to the end-user by analyzing past Many consumers who have owned a connected device smartphones easy to use (84%) and place less importance
the user experience have become immensely important to
usage and purchase data. This intelligent use of customer are likely to have a varied collection of digital media, on accessing content on numerous devices via the cloud
the consumer. Our research shows that disrupting this set-
data adds greater relevance and discoverability which, if including music, videos, books, magazines and apps. This (64%). In contrast, Chinese consumers place greater
up, (i.e. moving from a smartphone set-up that is known
executed well, can heighten the user experience. new ‘digital life’- where the consumer has invested time importance on the ‘access’ of content with a huge 92%
by the consumer to a new unknown one), has become a
huge barrier to switching their smartphone type or digital and money collecting digital content - inevitably brings of consumers stressing the need to access content across
ecosystem. new usability demands. all devices. This finding aligns with the ‘Cloud’ research



The biggest barriers to switching smartphone types were related to user experience:

»» 33% disrupting your current smartphone set-up (i.e. the apps and features I use)

»» 29% having to learn how to use another type of smartphone

»» 28% having to move your content (music, video, books, apps, etc.) from one type
of smartphone to another

we conducted in the enterprise market, where emerging However, GfK’s recent research examined barriers to losing the user experience benefits that come with it. This localized service provision. The opportunity in these markets
markets like China were leading the way in their attitudes switching smartphone types. The list included brand and also impacts on the consumers’ perception of how difficult will inevitably lead to digital ecosystems developed by local
and usage towards cloud based services. price considerations but the biggest barriers overall were it is to switch smartphone types compared to other providers offering digital platforms that are localized to the
related to user experience: services and utilities. needs of eastern consumers.
These parallels in the consumer and enterprise markets Overall and perhaps unsurprisingly, switching bank
demonstrate the thirst for advanced technology in »» 33% disrupting your current smartphone set-up account is perceived to be the most difficult service to Regardless of provider, this cross-device accessibility of content
emerging markets and their willingness to skip a (i.e. the apps and features I use) switch out of the list of services/utilities provided. When is (to some) of great benefit to consumers. It will encourage
generation of technological infrastructure i.e. in the »» 29% having to learn how to use another type of we isolate those consumers with both a smartphone and them to invest more in their digital life and enable them to do
consumer market skipping the desktop computer smartphone tablet with the same Operating System, the smartphone and discover more. Those smartphone providers that create
generation means consumers have little local storage becomes the most difficult service to switch. harmonious user experiences will be able to increase consumer
»» 28% having to move your content (music, video,
(desktop/laptops have more storage space than mobile) books, apps, etc.) from one type of smartphone to loyalty to their digital ecosystems as consumers find it more
and are relying on access to content in the cloud. In another This finding shows the importance of the device portfolio trouble than it’s worth to switch manufacturers/ecosystems
Japan, technology (especially mobile technology) is highly in a service provider’s ecosystem, such as Apple’s. Apple when they have found a system that works for them.
advanced and culturally customized. Japanese consumers was the first to launch a tablet, and they have since
place equal importance across all three user experience The barriers listed above show the importance of the launched iCloud, which synchronizes content and data Brands competing in this space will be able to elevate their
dimensions; simplicity (72%), integration (68%) and age-old mindset, ‘if it ain’t broke don’t fix it’. Consumers across devices. Google has taken a similar approach, customers’ switching consideration to a much higher place.
access (72%). Japanese consumers are very comfortable become stuck in their ways and those who are satisfied making Android available on tablets as well as on This investment in user experience could yield great results and
with the user experience of their connected devices so with their current set-up will be difficult to tempt to a new smartphones. Google’s services have always been internet those in dominant market positions at the moment would
much so that the biggest barrier to switching smartphone platform. This mindset has only hardened with the growth based so that users of those services will experience similar be difficult to challenge in terms of capturing market share.
type is disrupting their current set-up. This is also one of of connected devices, maturity of technology markets cross-device access to their data. Microsoft are also placing This is a luxury that many of the large high street banks have
the biggest barriers globally (as detailed below) but in (Japan) and their rapidly improving user experiences, huge emphasis on their ecosystem of integrated services and experienced for some time.
Japan’s case this is a lot more pronounced. especially when managing their digital lives. devices and their latest push into the smartphone sector in
So what impact does the user experience have on future 2012, led by their partnership with Nokia, will be an important Source

smartphone purchase considerations? Of course, there This is perfectly exemplified when we look at those who step in bringing together this ecosystem. Furthermore it is The GfK report on UX and loyalty in the digital ecosystem research was
will always be those consumers who are looking to switch own a smartphone and a tablet using the same operating not just Apple, Google and Microsoft offering these kinds conducted by GfK Business & Technology. It includes the opinions of 4257
their smartphone type due to an unsatisfactory service system (OS). For this group, another barrier becomes of digital platforms. The importance placed on cloud based smartphone owners in nine countries who were interviewed between 17th
a huge factor in their smartphone switching decision. and 28th October 2011 using online interviewing techniques appropriate
provision or hardware defect. And for those who are services was highest among Chinese (92%) and Brazilian
to the country.
not subjected to such negative experiences, persuasive Almost two in five consumers in this sub-group (38%) (85%) smartphone owners. Whilst consumers in emerging
marketing from rival brands and/or peer influence will still are reluctant to switch smartphone type because their markets aspire to western brands there is also a desire for
encourage the thought of switching. smartphone and tablet would run a different OS thereby


GfK TechTalk - November 2011 UX: Discoverability

dIscoVEraBIlITy drIVEs choIcE, adopTIon and loyalTy In
ThE dIGITal marKET
By Simon Pulman-Jones

Pleasure for its own sake is becoming as crucial to the effectiveness of digital operating systems as the
fundamentals of UX design. We are seeing a new dimension for UX: discoverability - the joy of discovery for its
own sake. Discoverability is about three key success factors: personalized discovery; game-like engagement
and viral appeal. This new dimension is about understanding how to engage digital consumers – encouraging
them in exploring, finding, trying out – ‘experiencing’ new digital stuff.

User Experience – or UX – has historically been the discipline that What we are seeing is a new dimension being added to one
has kept technology design honest. When all around them are of the core principles of UX: discoverability. Discoverability
losing their heads about the next shiny new technology feature, has always been a fundamental requirement for effective user
the UX experts are there, soberly insisting that any new design experience: “the ability for a user of a design to locate something
must first and foremost be seen from the user’s point of view. Is it that they need, in order to complete a certain task.” 2 First you
usable? Is it useful? have to be able to discover that a piece of functionality exists, and
then you have to be able to discover how to use it. But a new
So when one of the founding fathers of UX starts getting carried twist on discoverability is rapidly becoming one of the defining
away about the intimate sensuality of a user experience, we characteristics and key success factors for digital user experiences.
might be forgiven for thinking that we’ve reached a watershed in This is the joy of discovery for its own sake – the pleasure of trying
the evolution of technology. That’s what the iPhone did for Don out an intriguing new App or widget, seeing if it’s enjoyable
Norman1: “the iPhone felt like a piece of delight. It really is neat or useful, and either adopting it as part of your repertoire, or
to go from one page to the other not by pushing a button but by throwing it away.
swiping your hand across the page. The correct word is intimacy;
it is more intimate. Think of it not as a swipe, think of it as a In the increasingly mature market for digital experiences, with
caress.”2 intensifying competition between the main digital ecosystem
offerings (Apple, Android, Blackberry, Windows), the ability to
Norman is not losing his sober UX grip. He’s recognizing the drive exploration and trial of new functionality and services is

‘Discoverability’ is the new user fact that pleasure for its own sake is becoming as crucial to
the effectiveness of digital operating systems as the basic UX
vital. ‘Discoverability’ is the new user experience phenomenon
providing this ability, combining Amazon-style, pleasurable,

experience phenomenon providing the fundamentals. We love to do that caressing swipe so much that
we take every opportunity to turn the page, to flick the button –
personalized discovery of new product and service options, the
engaging and immersive experience delivered by the gaming

ability to drive exploration and trial of to find out what delight is hiding around the next corner of the
digital interface.
industry, and the ‘viral’ infectiousness of quirky personal
discoveries typified by YouTube.

new functionality and services


GfK TechTalk - November 2011 UX: Discoverability

nurture that is being exploited when we are offered frequent
updates to the Apps that we’ve downloaded. Somewhere in the
discoverability is becoming an increasingly
recent past, software updates have shifted from being about
significant factor in some key business issues periodic step-changes in the level of functionality being offered,
for providers of digital products and services to being near-constant incremental adaptations in the evolution
of our digital experiences. So we are encouraged to be constantly
discovering new ways to improve our digital fitness via new
enhancements to operating systems, or new Apps. In this way,
the smartphone ownership experience is like that of a Tamagochi
products and services within your ecosystem easy and
– the little electronic pets that require constant care. Our instinct
pleasurable to discover and adopt is becoming a key
to nurture our devices is a key element of discoverability – driving
driver of loyalty, and a barrier to switching to other
us to try new stuff that might help our devices thrive – and, by
ecosystems.
extension, us with them.
»» As seamless shifting of valued personal content
between TV, PC, tablet and smartphones becomes an Discoverability will become increasingly important in driving
accessible, mainstream proposition, consumers are acquisition and retention of customers within fast-evolving new
faced with the challenge of accessing familiar content digital ecosystems. Many are looking to the games industry for
experiences on new devices, via new interfaces. know-how about delivering the fun, onward exploratory drive,
Pleasurable exploration and experimentation with new and engagement required. This is a reflection of just how much
Video clip: Volkswagen, The Fun Theory, piano stairs
options is becoming a key factor in driving trial and the UX stakes have risen in the new world of digital experiences
adoption. – where success depends not just on the effective and delightful
The incremental enhancements intended to lock customers into a This new dimension of discoverability comes to the rescue of both delivery of core features and functionality, but also on the elusive
given digital ecosystem – whether it’s Apple’s Siri, or a television consumers and companies. It can enable consumers, confused by »» As smaller, personal screens increasingly become the magic ingredient that generates fun and engagement. As Rovio,
service provider’s 3D TV offer – depend for their success on too many options, to make choices that feel like happy, ‘meant to dominant device amongst people’s interconnected the creators of Angry Birds have admitted, “for every Angry Birds,
customers being tempted into exploring and discovering them. be’ discoveries rather than random or forced choices. And it can mobile and home device ecosystems, an increasing there are a hundred dead birds!”7. Coming up with captivating
How can companies foster the necessary urge to discover? provide brands with a vital way to engage consumers and lead user experience interaction burden is placed on limited and intriguing digital experiences is no simple matter, and the
them towards new products and services. screen real estate. Where complex options cannot be success of future digital user experiences will increasingly depend
One powerful tool is fun. Volkswagen recognized this with their Three dimensions of discoverability are increasingly becoming key laid out for consumers to view as easily as on larger on high-quality creative talent alongside the user-focus and
Thefuntheory.com initiative (“This site is dedicated to the thought success factors for products, services and consumer experiences in screens, discoverability provides the onward drive to disciplined logic of traditional UX design.
that something as simple as fun is the easiest way to change the new digital ecosystem: engage consumers and guide them through possible
people’s behaviour for the better”). The Piano Stairs commercial options. Sources
shows commuters exiting Odenplan underground station in Personalized discovery: Amazon-style data- or profile-driven
1) Just Noticeable Difference: the website of Don Norman (www.jnd.org)
Stockholm and being seduced into using the stairs rather than the surfacing of possibilities
So, increasingly, UX is about more than ensuring that we are
escalator when they discover that the stairs have been converted 2) “Why do some people really hate Apple?” Charles Arthur, The Guardian, Tuesday
»» Game-like engagement: making the discovery of new able to execute desired tasks and functions via digital interfaces. 6th October 2011 (http://www.guardian.co.uk/technology/2011/oct/06/why-do-
into a giant electronic piano keyboard that plays when they walk
options feel like the pleasurable result of a consumer’s The new dimension is about helping us feel that we are being people-hate-apple)
up or down.
own skill rather than something forced upon them engaged digital consumers – doing well at our job of exploring,
3) “The myth of discoverability”, Scott Berkun (http://www.scottberkun.com/
finding, trying out – ‘experiencing’ new digital stuff.
Many digital experiences have reached a stage of maturity at essays/26-the-myth-of-discoverability/)
»» Viral appeal: the magic ‘I found it’ quality which drives
which usability barriers about how to use functionality have been YouTube-style selection and sharing 4) www.thefuntheory.com; http://www.youtube.com/watch?v=2lXh2n0aPyw
Tom Chatfield, an expert and commentator on Gamification, and
largely overcome. At the same time, however, we are confronted
author of Fun Inc.4, talks about nurture as a fundamental aspect
by a new set of challenges – challenges to do with choice: what 5) “Fun Inc.: Why games are the 21st Century’s most serious business”, Tom Chatfield,
As a result, discoverability is becoming an increasingly significant of people’s new relationship to digital media: “Nurture is the killer London 2010
to use? - Which App to use? Which combination of Cloud and
factor in some key business issues for providers of digital products App.”5. By this he means that we are increasingly drawn to look
connectivity solutions to adopt so that it’s possible to enjoy valued 6) “The irresistible power of digital play - Why Brands Need to Wake Up to Gaming.”
and services: after our digital tools and devices – hoping that they will develop
content wherever and whenever it’s wanted? Which device Tom Chatfield, Games for Brands conference, London, October 2011
and thrive. He quotes a teenage girl who said that she sees her
should become the dominant ‘home’ or ‘hub’ device amongst our »» As the cross-platform media ecosystem battle
Facebook profile, “as a little person I send out into the world 7) “Let’s Get Started - Games as the Fastest-growing Media Category of the Age: how
ecosystem of larger- and smaller-screened devices? intensifies, each ecosystem’s array of Apps and Cloud can brands harness this explosive growth?” Ville Heijari, Rovio Mobile Ltd, Games for
– and I really hope it doesn’t get hurt!” It’s this urge towards
services grows richer and more complex. Making new Brands conference, London, October 2011


GfK TechTalk - November 2011 UX: Measuring User Experience

TUrnInG UX InTo hard mETrIcs
By Tim Bosenick & Sonja Kleinschmidt

The importance of the User Experience (UX) is increasingly recognized for the crucial role it has to play in take-
up and loyalty of devices & digital services. The consumer devotion to their product eco-system of choice,
the way in which users are encouraged to explore and discover new service facets, the ease with which it is
possible to execute the actions you want quickly and easily; all these are core drivers of adoption and loyalty
driven by the User Experience.

This has not always been the case, with UX historically being
considered a discipline that is often separate from overall GfK sirValUse (our global UX team within
marketing prerogatives; a stage undertaken as something of a
the GfK business) has developed a set of UX
hygiene factor to ensure ‘all is well’ before getting on with the
‘more important parts’ of the marketing cycle. performance metrics, so for the first time we
can provide brands with a standardized UX
The emergence of the central role for UX is clearly to be
currency.
applauded by those of us who always considered that the
User Experience is, after all, what consumers are buying so
we had better get it right! However, this move has brought
with it expectations for hard data to support decisions about to represent good practice but are difficult to explore only via
the product form factor or user interface. After all, if tough consumer sessions.
decisions about the User Experience have to be made then it is
perhaps not unreasonable to demand hard metrics to assist in the GfK has undertaken validation work using independent academic
decision making. Historically this has been a problem for UX as evaluation to assess the the value of this approach. We tested
the discipline has to date been largely qualitative in nature and four smartphone models (each with a different OS) and found
generally not provided hard metrics into the business. consumer reaction to significantly rate the iPhone much higher
than other models on measures around ‘fun’, ‘fit’ and ‘feel’ but
To overcome this and enhance the impact that UX can make on the expert opinion relating to the UX found its score only slightly
business performance, GfK SirValUse (our global UX team within higher than other smartphones tested. Both judgments are valid,
the GfK business) has developed a set of UX performance metrics, integrating them to provide a single coherent measure to use
so for the first time we can provide brands with a standardized within a business has proved to be an exciting development for
UX currency. Our approach covers the hygiene aspects of usability the future direction of UX.
(‘was I able to do what I wanted to do?’) through to the more
holistic aspects of the user experience (such as ‘Was I able to Next steps in our development are to explore (with our database
explore and discover new features easily?’). in GfK Retail &Technology) the impact of the UX metric on sales
volumes. We aim that this will not only validate the relationship
The two key strands of UX assessment are included – consumer between the metrics and business performance but also
reaction is obviously there but perhaps surprisingly for those fundamentally position UX as the key business metric that any
immersed in market research methodologies, expert judgment is brand in tech markets needs to get right.
also included. Our view is that expert opinion is critical to retain
as there are some key aspects of design that are long known


GfK TechTalk - November 2011 Gamification Interview

GfK: So, tell us, what is Gamification?
Kam: Gamification is the application of gaming mechanisms Gamification is the application of gaming
into a real-world process, with the aim of improving the user
experience through the notion of playing.
mechanisms into a real-world process, with
the aim of improving the user experience
GfK: How is it currently being used in Marketing? through the notion of playing.
Kam: Gamification marketing is being used in a number of ways,
but its natural home is online – with prizes and rewards given to
people when they post on blogs, share or comment. Really, it’s
a way of sharing an individual’s engagement with a particular long, hard look at what you are doing and what it means – for
proposition. What we see a lot of is, if you ‘Like’ content, post you, for people talking about you and for others hearing it.
about it, or do something about it, you are then eligible for points There is no hard and fast answer. It takes a lot of focus and a real
or scores that are redeemable – ideally for something meaningful understanding of the bigger picture and what it is that you are
that the individual wants. It’s a kind of incentive. trying to achieve.

GfK: How, if at all, is it changing or shaping Marketing? GfK: On that note, do you think a brand in any industry or
Kam: To put it simply, it can change the conversation. When any category can use Gamification?
social media came along, many decided they needed a Facebook Kam: The principle of engagement, particularly through playful
page or a Twitter account but without really understanding what means, can be applied to a very, very broad set of tasks. However,
this meant or how it would change the conversation between I do think that brands seeking to engage with gaming need
the brand and the consumer. The same can now be seen to know what systems work and what their exit plan is. Right
with Gamification. Many don’t realise that it can change how now, it seems that everyone is talking about how to get into
consumers perceive the brand and its values. It is right for some Gamification, but without considering how to get out of it –
and not right for others. i.e. how to avoid the psychological downside of giving people
incentives and then taking them away again. I haven’t seen any
GfK: Can you us a little more about what you mean by strategy that says ‘this is how we will wind it down’ and I’m a bit
GamIfIcaTIon: whEn Brands GET playfUl To EnGaGE ‘changing the conversation’. That is quite an interesting way concerned about that. In my experience, you need to think about
of putting it. What does that mean exactly? what happens afterwards, specifically: how will we manage it?
wITh cUsTomErs Kam: Everything that a brand does affects its identity, its persona. How will we grow it? How will we keep it fresh?
If, by using Gamification, a brand says “well, now I’m going to be
Interview with Kam Star, CEO of PlayGen playful”, its marketers must understand that this has implications GfK: Can we now identify examples of proper Gamification
for brand engagement. Those implications will depend on who versus more simplistic examples?
you are, how you do it and how you frame it. I think that’s the Kam: I am not sure that simple is a bad thing. As you suggest,
thing that will essentially change the nature of marketing in some Gamification comes in different guises. On one end of the
ways. spectrum are the simpler, more points-based approaches. On the
Marketers are increasingly turning to ‘Gamification’ to increase loyalty and change the way other are the more complex experiences with multiple factors;
Sometimes when people talk about Gamification, they are ones that feel a bit more like a game, perhaps with different kinds
in which people interact with their brand. But what exactly is Gamification and how, if at all, of themes and a narrative or storyline that people are following.
actually talking about loyalty programmes. There is nothing
should companies be using it? wrong with loyalty programmes – we love loyalty programmes Again, I don’t think there’s a hard and fast rule about this. You
– but, again, if you bring in a loyalty programme you have to really need to look at the specific case and what’s going to work
Kam Star, CEO of PlayGen, has the answers – and one thing’s for sure: a successful Gamification understand that you are changing the nature of the conversation. in that case. I think there are some good examples emerging.
You are saying something new about where your brand is and For me, successful Gamification looks like more engagement. It’s
strategy requires a whole lot more than just points and badges…
how it should be perceived. And you have to be pretty careful when people are coming back more often, they are doing more,
that it’s something that can be sustained; if you whisk it away they are actively encouraging others to engage with your brand,
as quickly as you brought it in, you could end up doing lasting they are recommending your brand. They are, when all is said and
damage to your brand. In essence, it’s very important to take a done, buying more stuff. So, when Playboy uses Gamification and


GfK TechTalk - November 2011 Gamification Interview

GfK: Once the process is up-and-running, how much GfK: You’ve touched on a few already but can you give us
right now, it seems that everyone is talking emphasis should be placed on tweaking and revisiting, or
I think that in any audience you will have a some examples of really good Gamification when we are
about how to get into Gamification, but revising your approach? looking at the outcomes and the impact it’s had on the
Kam: If you look at some of the very successful loyalty whole mixture of different types of people. brand?
without considering how to get out of it – programmes, you will see that most of them – once they have There are those for whom Gamification will Kam: There’s a website called allkpop – an English-language
i.e. how to avoid the psychological downside established a particular mechanism – keep it fresh by introducing always be fun and interesting. There are gossip news site – that used Gamification. They doubled their
of giving people incentives and then taking new offers or different ways of getting points. Whether it’s
others who will be there for some other number of link shares and massively increased the number of
for supermarket club points or airline miles, they also keep it comments they had. It really worked for them. It was basically a
them away again. interesting by reminding people what it’s for, highlighting special reason. If Gamification manages to tap into very simple system, but very nicely integrated. There is another
occasions, that kind of thing. This needs to be a managed process that, it will succeed. If it doesn’t, it won’t. good example called Club Psych, based around a TV series
because, once the novelty has worn off, it won’t continue to called Psych. On the website there were actual mini games that
engage unless there’s real meaning in it. Therefore, part of any you could play, like creating a virtual world of the set itself and
Gamification strategy should be to keep it fresh – by reintroducing sending it to your friends. The site more than doubled both the
gets a 60 per cent growth in monthly revenue, well, that’s done various offers, keeping the game interesting, maybe changing number of page views and the number of return visitors, so it had
right. Likewise when DevHub, a website which effectively gamifies some of the rules, introducing new things… a massive impact.
website design, saw its number of purchases per user per month
goes up by three times. Probably a case in point here is Google, which gamified its GfK: Does Gamification work on any audience?
news and gave out badges etc, only to pull it after quite a short GfK: Is it about giving consumers something they’ve never Kam: In any audience you will have different types of people,
Then there are times when it goes wrong… for example, Tumbler, period because no one had thought properly about the meaning seen or done before, or is it about really getting to know and Gamification doesn’t work for every type. Twenty to thirty
a micro-blogging site, introduced points every time someone behind it. I’m sorry if this sounds obvious, but this is what needs what it is that your audience will enjoy and engage with? years ago, Professor Richard Bartle identified four personality
‘tumbled’ something. The result of this was that people went to be considered every time someone comes up with a new Kam: It’s both. If you can give people something they’ve never types that engage in multiplayer games, and many have since
onto Tumbler, hit the keyboard randomly and then posted. This plan. And, when you look at some good examples, it’s clear had before, if you can educate them as to why it’s a good confirmed that this is a good classification. Specifically, Bartle talks
meant that the platform became completely filled with nonsense that it doesn’t have to be complicated. Around a festival called thing, and do this succinctly and quickly, then the opportunity about Achievers (people who like to get points and who will love
and lost a lot of users. It has never really quite recovered. Bamboozle, a company called CroudTwist were giving away VIP is enormous. However, providing what your users yearn to have Gamification), Explorers (people who just like new stuff so will
passes, the opportunity to be on stage with a band, merchandise, and to be a part of, to make them feel valued – well, those are love Gamification at first but quickly become bored), Socialisers
GfK: How much science is there behind this and how much autographs, all the kinds of things that the people who were the fundamentals of a good user experience. I wouldn’t want to (people who don’t really care about points or badges and the like,
is about intuitiveness? interested in going there would absolutely love. The meaning was choose between those two approaches. I think you’d need both. they want to just socialise) and Killers (people who are most likely
Kam: Its less down to the science and more about the arts, obvious. to spoil it for others and would enjoy Gamification if they can
although it’s both combined. It’s a little like architecture or an GfK: Do you have any more insights around what to do, or somehow harm other people, albeit psychologically). I think that
amazing website user experience. You can’t say, ‘here is a formula GfK: Do you worry about any fatigue in the wider industry what not to do when it comes to gamifying the experience? in any audience you will have a whole mixture of different types
and if you repeat this formula you will succeed’ because next time with so many people now adopting game design and these Kam: Fundamentally, you need to understand your audience and of people. There are those for whom Gamification will always be
it will be subtlety different. When entering into Gamification, the more playful tactics? their motivations, why they are engaging with your brand. You fun and interesting. There are others who will be there for some
ideal is to have someone on board who understands game design Kam: As a consumer, every time you come across something that need to understand how you can create value from the thing other reason. If Gamification manages to tap into that, it will
and someone who understands behavioural psychology. You is gamified, the first question you ask yourself is what’s in it for you are asking them to do today that you didn’t ask them to do succeed. If it doesn’t, it won’t.
just need people who have been around the block with the user me? If that is answered very clearly, then you will engage with it. yesterday. Generating this value is very very important and the
experience and can give you some good insights. Then, you need My worry is that the area will start to become a little like internet key to success. The complete opposite would be not doing this GfK: What does the future hold for game-based marketing?
to do closed beta community testing to identify where it can be advertising; of course internet banners are there, but most people – to simply take some gaming mechanism and create some kind Kam: I think the future is very bright. I think it’s very playful. There
improved and how it could go wrong before you deploy it across don’t really see them anymore. of system that you think could be really fun without asking the are lots and lots of opportunities. The games industry has been
your entire public-facing brand. In some cases, this user capability key questions… Is this meaningful? Does it create value? Does it around for about 40 years, perhaps a little longer, and even after
testing has been missing! When people become fatigued with something, they will ignore create a connection? all that time we’re still coming up with new genres, new ways of
it. But I also think that’s when marketers will take the opportunity playing. I think, game-based marketing, wow! We are probably
to do something innovative, creative and refreshing with in year one or year two, and long may it continue – although I
Gamification, framing it in a slightly different way. That’s what we still think there is a distinction to be made between game-based
see with Facebook gains, with apps – it’s the same thing. marketing and loyalty-based, loyalty-driven campaigns.


Switching Your Digital Ecosystem: A Painful Process

Switching Your Digital Ecosystem: A Painful Process

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