On the practice of gaming in insurance project

Introduction

Although the practice of gamification game sharing, is actually two years ago to do the project. The only time I've written this practice share, it is also due to the recent "Mactalk life metaprogramming" mentioned in the use of smart hand ring to change the mind and behavior: "Another advantage of this thing is that if you need to do something on foot, the previous response is ' I have a rub, how far '." Now the response is ' good, and you can add thousands of more steps '. This makes me realize that this is not a game, it is not limited to the integration of online business with the area, but it has changed our life habits more deeply.

Back to the point, gaming is a hot topic in recent years, and different industries and fields are beginning to use this concept to attract more users, or maintain the user's stickiness.

Concepts and Implications

For the game concept, know that there is a very good introduction: http://www.zhihu.com/question/20381247, the game from the design of ideas and practical applications have been elaborated.

But according to my own understanding, the concept of gameplay, for product managers, it is through a game-like upgrade to enable users to maintain the freshness of the product, and more explore and try the products of various functions and services, for users, is through the use of products in the process, and constantly get a sense of achievement, To maintain the capital of showing off to others. To put it bluntly, users are interested and addicted to your product.

Background of the game project

In 2012, I was involved in an Australian insurance company's pension program, which included some of the gaming applications. Australian pensions are not the same as domestic reunification by the Government, but the individual entrusted with the corresponding qualifications of several large insurance companies on behalf of the management, as well as equity funds have profit and loss. Thanks to the 2008-year financial crisis, Australian pensions have shrunk sharply, leading many, including young people who have not previously paid attention to pensions, to pay attention to pension benefits and investments. The aim of our project is to attract and retain these young customers, thereby increasing market share. Because for an insurance company, our consistent impression is inflexible, there are a plethora of terms and instructions. If you can make the product simple and clear, full of fun, not unlike the user for the company to form a new corporate image. Therefore, in the project start-up phase, we combine the target user is the characteristics of young people, put forward in the project into a game concept. Fortunately, customers are also willing to try, after all, this can be very effective to pull the gap between the market and the goods.

Game implementation of the project

In the implementation of the project, we use a lot of clear steps to ensure that the user can get a visual and progress feedback on almost every effective operation. For example, when a client starts registering for our account, the first badge can be shown in the progress bar showing the total completion, and the badge will indicate the completion time and the reason, and the progress bar will also show a corresponding progression (Figure 1), and the Action Wizard will also be displayed on the page. In the wizard again in the form of highlighting to the user out of the game concept (Figure 2, here is only the original design of the picture, not the final version).

Figure 1 The user's various progress (achievements) will be displayed in the form of badges in the progress bar, click on the badge, there will be specific completion of the time and events

Figure 2 in the following improvements, the guidance page is even more prominent-by making the background color darker to highlight what needs to be the user's attention

In addition to the wizard's gaming tips, we have designed a user experience process to plan several major classes of user journey users ' journeys and refine each, simplifying each step into a module where users can get badges and visible progress strips through a simple operation (Figure 3-1, 3-2,3-3 and 3-4). Not only the progress bar to the total completion of the show, we also through a number of animation to show the user's progress. For example, when a user just registers, between the browser address bar and the total progress bar, we placed a cartoon of the Australian "ordinary dwellings" (Figure 4), (but for us is the Villa), a two-storey independent house, the courtyard without walls, the car is a very ordinary one , but when the user has more in-depth exploration and use of the system, will find that the original house has become beautiful, the wall has, grass and trees are more dense, the car becomes luxurious, there will be a cash truck to send money, and so on (figures 5-1 and 5-2).