We typically discuss gamification in the context of changing performance and culture in a company. But sometimes gamification is about getting the software adoption ball rolling. Because – guess what – when you have enterprise software and no-one is using it, you first need to get adoption right before you talk about change management (BTW – here’s a post we wrote about gamification and software adoption).
That was the case for a large customer of ours. They wanted to implement Remedy BMC IT in their organization. There was one catch: employees didn’t use it. Luckily for them, we had an enormously successful gamification implementation. You can see the actual results and project ROI here.
We thought we’d share some of the methods we used:
Just like any app or service that is looking to create more traction with its users, we knew that simply reminding our user target base (the employees, in this case) of the existence of the software, would already be a step in the right direction. We started a simple email campaign, sending employees teasers about the game that was about to start. This rapidly evolved into:
- Explanations about the intricacies and rules of the game
- Updates about user milestones
- Reminders about how much time was left before the game ended and more.
The result? an immediate jump in adoption post-emails, and a hugely successful last minute push for participation.
We understood that in order for users to engage with Remedy through gamification, we needed to do more than to get them to use the software here and there. We needed to form habits – one of the main objectives of any change management initiative. We set up a gamified, fun narrative which works well for knowledge management and eLearning scenarios: City Building. The goal was to build a city. The more articles one had, the more city assets (such as buildings etc) they had. If an article was useful, it also contributed to the city’s growth.
We implemented both individual and team challenges, and also added external game communication. Usage rates went up.
So, although we were measuring a short-term uplift in user engagement, we also wanted to make sure that the software would be used several months down the line and in the future in general. This means that at a certain point in time, the purpose of the gamified solution shifted from being about adoption, to being about performance. It’s a great tool to allow employees to see how they’re doing, how they rank in comparison to their colleagues as well as in comparison to their own past results. Gamification can also be used for knowledge sharing between the different employees, as a means of accurate monitoring and feedback for managers, and as a great encouragement tool which allows you not to “miss” any of the employees who are having more of a difficult time.
Our results: Gamification ROI
This is where it becomes interesting. We saw:
- X7 time increase in usage rates (654 articles created by 121 employees).
- 69% of the articles created during the gamification project were created by game participants.
- Employees that participated in the game created twice as many articles than those who didn’t.
- In the knowledge sharing department, articles were marked as useful 836 ties.
All in all, this was a total change in the attitude towards the Remedy software in the organization. What we’re even happier about, is that months later, the situation has stayed the same and users are still engaged. You can see the results infographics here.