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Gamifying Enterprise Apps

Creating engagement strategies by leveraging gamification tactics.
Company
SAP Eureka
Role
Researcher and Graphic Design
Duration
March - August 2020

SAP’s suite of enterprise software is the preferred solution for many corporations across the globe. Our team worked with SAP Eureka, the innovations department, to identify solutions that would increase the adoption of software solutions by end users.

Key Problems

SAP Eureka sought to address the problems of adoption and engagement in their flagship product, Intelligent Trades Claim Management (ITCM). Over the course of six months, our team worked closely with representatives from SAP Eureka to explore various avenues that culminated in a gamified app solution that tackles user adoption within enterprise systems.

The ITCM found success in addressing the user needs and use cases it was designed for. But many of its features went unnoticed by users, and even generated distrust at times. The product, though successful in meeting user needs, was suffering from low adoption of and engagement with its features.

Solutions

This partnership generated two artifacts: The Gamification Playbook and a gamifying addition to the ITCM software.

  1. The Gamification Playbook: The team conducted comprehensive research into gamification of software. The gamification methods were compiled into a book. This book serves as a resource for anyone new to gamifying of applications, and provides “recipes” to leverage in a gamification endeavor.
  2. ITCM Gamification: We put our research into practice by gamifying tasks and application usage of SAP Eureka’s ITCM. We began with identifying tasks, workflows and in-app activities that could be gamified. We then narrowed those tasks, workflows, and in-app activities down to ones that users interacted with most, or those that aided in the discovery of a new feature.

About SAP Eureka

SAP Eureka, located in Newport Beach, CA, is home to a team that leads the efforts in creating innovative solutions for enterprise needs.

Within the realm of Enterprise Resource Planning, Eureka focuses on building cloud-based solutions that assist very targeted on building cloud-based solutions that assist specific goals a business might have. Their approach focuses on building modular components so that solutions can be tailored to a client to best suit their business needs.

Eureka aims to make solutions that are scalable, uber-flexible, maintainable, and allow for iterations and improvements.

Timeline

Process Overview

Process

SAP Eureka asked our team to specifically tackle low adoption and engagement levels. This left our team with plenty of space to explore and truly be creative in proposing solutions.

To ensure the best solution possible, we began by learning about the ITCM’s development history and current iteration. We also had the opportunity to be audience to a live user test where we learned of the pain points directly from the user.

Once we were comfortable with our knowledge of the ITCM and the users, we began exploring potential solution spaces. We also took into consideration the tech stack and developer resources SAP Eureka was leveraging, along with existing knowledge of users’ pain points, characteristics, etc.

Since the adoption and engagement space is so vast, we began brainstorming high- level solutions. The “blue skies” suggestions were eventually narrowed down to gamification. We began pursuing this as our solution.

After learning and researching gamification, we synthesized our findings in an artifact called “The Gamification Playbook.” The final phase of our project involved applying the “recipes” from The Gamification Playbook to the ITCM. At the end of this six-month partnership, our team delivered a resource that SAP could leverage in future endeavors, as well as the applied form of our learnings—gamified ITCM.

Blue Skies Thinking Workshop

Whether the solution to the problems from the Project Overview section lay in software, or manifested in a physical form, moving the needle on key metrics was important. In exploring the different possible solutions, we focused on key metrics/areas that tied to the root causes we identified in the problem space (value/awareness deficiency).

We hypothesized 6 possible solutions to bring value awareness to users:

Modular Process Builder

AI assisted visual process builder with smart features to build a plan with visual modules that fits organizational context.

Wizard

A component that could break down complex actions into simpler sub-tasks and guide a user through those.

Guiding AI

Artificial intelligence, and Machine learning powered assistant that can assess business needs, make SAP module recommendations, design training plans, roll out an end to end implementation.

Module Combo Generator

Personalized plan that is based on contextual input given by clients. Series of plans include operational, KPI, communication and change management plans.

Gamify Application

Motivate employees by providing rewards and/or recognition for using ITCMs’ features to complete tasks

Customizable Goal Tracking

ITCM can include an innate goal tracking feature that shows the current progress that is made by the Claims Analyst within a stipulated time frame defined by the organization.

Convergence

Business Goal:

SAP is looking to Increase volume and rate of usage of ITCM.

User Goal:

The Claim Analyst wants to file claims using an easy process and have their hard work recognized.

Both teams converged and agreed that gamifying the ITCM meets the business goal, users requirement, and technical feasibility.

The principles of gamification can potentially enhance effective feature usage and create long-term user behavioral changes. It is important that the correct gamification principles are applied. A wrong application of gamification principles would potentially have counterproductive effects on user behavior, reversing the original intentions of our gamification efforts.

Research: Gamification

Creating the Playbook

With a handful of workshops completed and having agreed that gamification was the way forward, I began research. In order to inform which form of gamification would be most effective in the enterprise context, I sought to learn more about this technique. I primarily reviewed academic literature. As a supplement, I searched for case studies of companies that had employed gamification tactics to learn of their successess and failures.

Concurrently, the team began learning about the users of ITCM from SAP. Having these two lines of research happen in tandem helped us develop the suggested implementation of the gamification mechanics. Some of the immediate issues we sought to address with the implementation were:

  • Users have no awareness of the product of its value
  • Users aware of the product but unaware of value
  • Users know everything about the product but are being obstructed by internal barriers
  • The product is just bad and people don’t want to use it
  • User is aware of the product and recognizes its foll value

Research findings were recorded in Murals. This enabled us to brainstorm and workshop as often as needed. By constantly collaborating with our partners at SAP, we were able to give definition to "The Gamification Playbook".

Literature Review and Case Studies Workshop: Defining Characteristics

While gamification in enterprise is a recent development. Given its success in other industries like education and, health and fitness, its a method worth adopting in the enterprise realm. It is a concept that is fast catching on because of its evident benefits, and the ease with which it can become a part of any system.

How gamification Works

The Playbook

After reviewing 13+ articles, several brainstorming workshops, extensive knowledge exchange, we synthesized our findings and learnings into what came to be called “The Gamification Playbook”.

This playbook consists of 15 mechanics, each of which were handpicked and shaped based on the academic research. We cover the following individual mechanics topics:

• Definition: What is the mechanic.

• In Real Life: Real world application and examples of a mechanic.

• Dynamics: The behaviors a mechanic influences.

• Good Pairings: Other suggested mechanics that work well to enhance the effects of a mechanic.

• Do’s and Don’ts: Best practices and things to avoid when applying a mechanic.

• Characteristics: A set of qualities and units of measurement that describe a mechanic concisely.

In-App Experience

As the generative research phase came to an end, we focused our attention on to the in-app implementation and experience. The playbook set us up for success by providing step-by-step "recipes" for implementation. From here, our team worked with SAP Eureka to identify feasible opportunities to incorporate some of the tactics defined in the playbook

Click here to read the full details of how we used The Gamification Playbook.