Interactivity has become a focus at major theme parks for at least a few decades now. It remains a continuously evolving factor in software and UI design through the definition of gamification dynamics. More companies are following suit and utilising the potential of this design philosophy to give customers a new kind of interactive experience while using their software products.
What is gamification?
Simply put, gamification (in all situations!) applies design principles that motivate a user to engage in playful experiences (like a video game!).
How can visitor attractions utilise gamification dynamics to aid the customer experience? A key area of interest for Data Duopoly, we'd like to share our reasons for why gamification dynamics are the future of leisure attractions across the UK.
Engagement
Gamification dynamics allow the user to have more fun while engaged with the navigation of a trail or pathway at a visitor attraction, encouraging one of the most statistically relevant KPI's observed by companies and brands – social engagement. A younger customer who may prefer social interactions even less than their older peers will prioritise phone use during their visit, but this does not necessarily mean they cannot be engaged in the experience (See Tony Jones’ brilliant article on young people’s phone use in museums). By bridging the gap between physical and virtual engagement at a visitor attraction through app use, attendees can experience a greater connection to the environment and each other as they navigate.
A successful gamified visitor experience can positively influence the consumer experience through physical and virtual engagement. Encouraging a visitor's application usage by utilising gathered data to meet their needs creates multiple new engagement opportunities. Simply put, the more the visitor uses an application to aid the experience, the more they get out of the experience itself!
Experience
Gamification dynamics not only improve your visitor experience overall but also prepare the venue for shifts in footfall - allowing them to prepare for changes in movement across the site. If your attraction implements a gamified navigation feature within your app like an interactive trail, the design elements are updated to incite even further engagement over time. Weekly, daily, or real-time updates to the app like challenges or user-specific discounts create new ways for customers to engage with what the visitor attraction offers, all the while building on the already existing interactions currently on-site.
Gamification is an essential element of creating an active community of customers who want to continue engaging with and attending your visitor attraction. To create a dynamic and thriving space for customers, you need to invest in new digital software that maintains a consistently engaging experience.
Having the opportunity to learn from the customer's own experience is a brilliant benefit of implementing gamified systems within navigation apps. The results gained from this enhanced virtual experience will allow the attraction to implement changes/adjustments that will improve the overall visitor experience – but most importantly, keep everyone happy, engaged and safe!
Personalisation
By adding gamification dynamics to a visitor experience through an app, you can open the door to informing visitors with notifications throughout the day. It can include important health & safety information and special deals or offers that can be redeemable on-site. This practice personalises the user experience for the customer and can facilitate trust in the handling of their live usage data on an application. An important factor that remains the core of our app design philosophy is how gathered data benefits customers during their visit.
We believe that every user has the right to privacy, and gathered data should go toward the customer's overall experience at the visitor attraction itself. The more you value the customer's experience and input, the more you can build a lasting relationship with your audience. The better the relationship between the visitor attraction and their customers, the more likely the audience will take advice on board in the future and accept personalised notification recommendations and notifications.
A personalised recommendation is far more likely to resonate with the customer on an individual level when compared to app recommendations that are broad or non-specific in terms of whom they target. Customers receive offers and discounts for on-site outlets based on usage data that segment them into smaller sub-sections down to the individual customer is a beneficial strategy. You can provide visitors with an unmatched sense of personal ease and freedom when they go about their day at your visitor attraction with the assistance of gamification dynamics.
What are your thoughts and experience on gamification dynamics? Do you agree that the future of visitor attractions is digital? Leave a comment below or tweet @DataDuopoly to start the conversation!