Octalysis Model Dualingo and Leagues

Octalysis Model Dualingo and Leagues

Gamification; It is a business model that solves real-life motivational problems with game design techniques, aiming for long-term behavioral change in participants. In other words, gamification is about turning a monotonous task into a game-like experience. If you’ve been learning a foreign language recently, there’s a good chance you’re using Duolingo. Duolingo is a popular language learning platform that makes heavy use of gamification. For this reason, we wanted to examine closely what we can learn from the gamification model and how Dualingo integrates gamification into the application.

Did you know that in games, you always stay in the flow while playing and that’s why we don’t understand the passing time? The “flow theory” put forward by Mihaly Csikszentmihalyi; It suggests that one’s abilities can approach an optimal state of experience called “flow” when actively participating in an activity balanced with challenges. Various conditions contribute to this psychological state. Game and gamification techniques use the science of psychology quite a lot.

Gabe Zichermann, one of the inventors of gamification, said the following to draw attention to this issue: “75% of gamification is psychology, 25% is technology.”

Oyunlaştırmanın kaşiflerinden Gabe Zichermann’da bu konuya dikkat çekmek için şu sözleri söylemiştir: “Oyunlaştırmanın 75%’i psikoloji, 25%’i teknolojidir.”

Based on this sentence, the Octalysis Model is also quite explanatory in gamification examples. Created by gamification guru Yu-kai Chou, the Octalysis model essentially processes the eight core emotions that drive human motivation, analyzing emotions and showing how these impulses can be used to create engaging and rewarding experiences for a player.

• Epic Meaning

• Accomplishment

• Empowerment

• Feeling of ownership (Ownership)

• Social Influence

• Scarcity

• Unpredictability

• Avoidance

These emotions are examples of psychological motivation that we often encounter in games and gamification examples.

As it is known, motivation can be divided into internal and external motivation. Gaming is voluntary work and needs intrinsic motivation. Gamification also needs to be fed with internal motivation as well as external motivation. Supporting a motivation based on need, such as language learning, with external motivation is one of the techniques most often used by the gamification business model. We can see this in the Duolingo language app, which is a good example of gamification.

Points and levels play a very important role in gamification. Duolingo is also a platform that uses points and levels, leaderboards and league-style competition techniques very well.

First, anyone who has downloaded the Duolingo app can choose lessons and start learning after they sign up and create a profile. During this journey, he earns points, receives feedback, and sees the number of lessons and goals very clearly. One of the parts he can’t see right away is the leaderboard. A minimum of nine courses must be completed to enter the leaderboard. This is actually a factor that triggers motivation.

With the opening of the leaderboard and the emergence of leagues, the player actually finds himself in a race. During the completion of the nine lessons, the motivation of the person is increased with techniques such as points, badges and Hook Loops. When the player is ready for the race, leaderboards and leagues are opened.

Leaderboards and leagues touch on a few of the emotions in the Octalysis model, and that’s why they appear as very successful techniques in the gamification model. In this article, we will examine the Octalysis model, which contains eight basic emotions that motivate people to take action, through Dualingo.

1. Attribution and calling:

1.	Anlam yükleme ve çağrı:

It is the need and urge to be part of something bigger than ourselves. The feeling of believing that he was chosen to be in a league or to do something motivates the player even more.

Duolingo is famous for its notification bombardment. These notifications are a daily encouragement, a friendly urge to get back to their language learning. It aims to make the user feel valued and wanted on the platform by igniting the feeling of ‘called’ in the user. This can make you feel like you are contributing not only to your language learning goals, but to the Duolingo community as a whole.

2. Development sense of accomplishment: Development is a driving force that motivates with a sense of achievement, growth towards a goal and achieving it. It focuses on points, leaderboards and badges. Duolingo does not skip this vital step in the gamification process and celebrates every little achievement with its users.

Factors that trigger a sense of development and achievement;

• Leaderboards and leagues: While these also fall under the Social Influence and relationship, jealousy column, being promoted or demoted can ignite triggering emotions in the user. Progressing to the next level or league encourages the user to continue to excel and work harder to get back to that level, including downgrading. No one likes to be told that their skills are declining.

The idea of ​​reaching a higher league in the concept of league also proves to the player that he has succeeded. As soon as he moves to a higher league with the lessons he has taken and the tasks done so far, the sense of pleasure experienced by his game comes into play. Since this sense of achievement will also be in the higher leagues, the motivation continues on a sustainable basis.

• Experience points (XP): Experience points are used in many online games. It is a simple yet effective way to reward your users. In Dualingo you get XP (experience points) for lessons and practice sessions, and you level up as you earn XP in the language you’re working on. Every time you level up or complete a skill, you earn ‘Lingots’, a type of virtual currency you can spend in a virtual shop.

• Progress bars: Duolingo displays a progress bar around each unit topic. Because language learning requires constant practice and repetition, this progress bar gets smaller the longer you leave that unit. The user then feels compelled to revisit that unit to ‘complete’ his progress.

These are strategically placed inside the app to let the user know they are making progress. Progress and positive reinforcement make the user feel like they are doing something pretty cool here, encouraging them to continue using the platform.

3. Strengthening creativity and feedback: Strengthening creativity and feedback allows seeing results and getting feedback at the same time. This part is called the Golden corner. Yu-kai Chou likens this part of gamification to building Lego blocks. A user gets involved in a creative process where he has to try different combinations. Users can then get the feedback they desire and experience the result of their creativity.

4. A sense of ownership and ownership: It is the driving force that motivates players because they feel they own something. Ownership is based on the principle that because you own something, you want to improve it, protect it, and get more. This column is often associated with elements such as virtual rewards and currencies. It’s important to rank first in the Duolingo app to advance to the top league. For example; If you cannot enter the first level in the league, you are likely to fall into the lower leagues. For this reason, the person is motivated by maintaining his ranking and points in the league.

• Profile picture and avatar: Customization allows the user to feel a closer connection to the product they are using. In this example, my image is a sunset photo, but you can add any image you want to make users feel more connected or proud of their digital personality.

• Series: As noted in the Development and success column, series can have an addictive effect and encourage their users to continue using the app so they can continue to have a high win score.

• User experience points XP: They not only provide a sense of progress and achievement, but also a sense of ownership associated with accumulating digital wealth.

• League: Blue gem stones are Duolingo’s digital currency. Gems can be used to purchase any supporting items in the shop. For example;

• Heart filling : While testing a unit, let’s say you come to the last question and you have no heart left. You can load five lives using the gems you have accumulated before.

All these proprietary tactics have been personally gamified for the Duolingo user and are perfectly crafted to provide a somewhat addictive experience.

5. Social impact:

5. Sosyal etki:

“Social Impact and Social Relationship is a right-brain core driver that bases its success on a shared, inevitable human desire. Used correctly, it can serve as one of the most powerful and long-lasting motivators for people to connect and engage.” – Yu-kai Chou.

This emotion can actually be both positive and negative. While Duolingo is not a social media app, it takes advantage of the positive aspects of social influence. The app encourages you to invite your friends (something almost every app does these days), follow people, check your friends’ progress and your place on the league leaderboards.

The moment he shares it on social media, the player shows his social level to other people and sets a status for himself. This is sufficient for intrinsic motivation. In addition, by sharing and receiving comments on social media, the player both interacts with Duolingo and gets an opportunity to show himself to his friends.

6. Scarcity and impatience: There is a natural human tendency to want what we cannot have. Scarcity and impatience are the impulses that motivate us because we cannot get something right away or have difficulty obtaining it. Using this emotion, Dualingo activates the urge to lose and avoid, as users don’t want to lose progress or points if they miss something great. In fact, negative emotions can also be good motivators. The player who does not want to lose the league success and points he has here will do more tasks in Duolingo and will want to increase his score to higher levels.

Each player can choose a daily XP target based on the speed they want to learn. Duolingo reminds you to reach this goal every day and encourages you to reach longer learning sequences. Your current streak (the number of days you’ve reached your goal) is displayed just above the website, and the mobile app uses daily incentive notifications to remind you to train.

7. Unpredictability and curiosity: The sense of unpredictability and curiosity draws on the human desire to find out what will happen next. According to Yu-kai Chou, our intellectual consciousness is inherently lazy, and if the tasks at hand do not require immediate attention, the neocortex delegates the mental legwork to our subconscious mind. Intellectual consciousness only wants to be disturbed when a threat is present or when the brain encounters new information that it has not processed before. In many areas of life, you can trigger a sense of curiosity by pairing a new piece of information with one’s desire to explore.

Duolingo takes advantage of this column when trying to get users to progress to another level. When something is ‘locked’, the desire to see the unknown and move forward is often a temptation. For example, users are given the opportunity to spend some of their gems to jump to the unknown level by taking a test. Will it be too difficult to progress? Or will you succeed by chance and go further than before? This is a gamble that many users are willing to play.

8. Loss and Avoidance: The loss and avoidance column motivates simply by the fear of losing something or experiencing undesirable events. In gamification this is done by triggering the fear that something you once earned may be taken from you.

As you can see in the examples above, along a user’s journey through the app, when a milestone is reached, positive affirmations and visual celebrations add to the user’s excitement and pride in the streak.

Using all eight pillars of the Octalysis model, Duolingo has managed to lay a solid foundation for an engaging, player-centered design through a sense of purpose, challenge, clear feedback throughout the journey, and fun, voluntary learning for language learners.

This article has been written with the contributions of Canan Yumak and Kerem Yazıcı from Gamfed Turkey Volunteers.

Source: https://onedio.com

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