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DESIGN FOR NEEDS
gamification to persuade
Valentina Rao @ Ranj
Glas Werkt Workshop
10.06.2013
v@playfulpandas.org
PhysicalVS Psychological
Maslow’s
hierarchy of needs
Only when basic
needs are fulfilled,
it is useful
to address
the higher
ones
Body
Mind
IntrinsicVS Extrinsic
Motivation
Self-growthVS gratification
Liking
Social Proof
Authority
Scarcity
Source: D. Pink, Drive, 2009
What game mechanics for
what needs?
Challenges -> self actualization
Endorsements -> social proof
Badges -> scarcity
Free play -> autonomy
Now you try it!
• take five cards from each of the two decks
• compare cards with posters: do the game
mechanics help fulfill a psychological or a
physical need? Self-growth? Social proof?
• now you have your behavior change strategy
clear, put those game mechanics to action!
Now you try it!
• take five cards from each of the two decks
• compare cards with posters: do the game
mechanics help fulfill a psychological or a
physical need? Self-growth? Social proof?
• now you have your behavior change strategy
clear, put those game mechanics to action!

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Design for needs