Strategy to identify improvement opportunities in gamified applications

Abstract

Currently, individuals are spending an increasing amount of time using devices connected to the internet, making it a challenge to capture and maintain the attention of a specific audience. Distraction occurs in an instant; a moment of inattention is all it takes for everyone to start checking notifications on their phones. The speed at which new technologies and software are adopted is only matched by the speed at which they are abandoned. Against this backdrop, an emerging strategy in various fields is the incorporation of playful elements as a means of fostering engagement, a concept known as gamification. While gamification proves to be a promising approach, it is essential that it continuously evolves to remain appealing and aligned with the expectations and development of its audience. A thorough analysis of a gamified initiative, aimed at identifying areas for improvement, is crucial for determining directions for evolution. Therefore, this study aims to define a strategy that enables the identification of potential improvements in gamified applications. Such improvements are highlighted by the evaluation of project indicators that measure usability and by direct feedback from users after testing the application. Direct interaction with users allows adjustments to be informed by the perspectives of those the project is intended for. The convergence of users' views in favor of the suggested improvements validates the effectiveness of the proposed strategy.