Study On Strategies Of Internet Products Design In Perspective Of Gamification

Gamification design is wildly used in the field of Internet products in recent years. But a considerable portion of them are kept at the external level.Also, the theoretical research on the gamification started not long ago,and the discussions which focused on mechanics and elements are relatively oversimplified. This is detrimental to the understanding of the notion of gamification design and making the design strategy.The reason is gamification’s study have become superficial and fragmented. The aim of the thesis is to revealing levels of gamification by studying on game-related psychology theory and game or gamification cases. This article has presented the levels of gamification which include theoretical level,structure level and content level.The theoretical and structure level are not always been shown on the Internet products,but they determine the quality of product design essentially. If the theoretical and structure level are neglected, the external level of gamification design may be occurred.Based on analysis of three levels, the thesis brings forward the design strategy of Internet products from the perspective of gamification,which provides some reference to the design practice. Finally,the case of redesign wechat’s red envelopes’ gamification is used to practice the design strategy that mentioned before.With the presentation of the hierarchy analysis theory of gamification,the inner and outer layers of gamification would be strengthened,and it would also provides evidences to distinguish good or bad.Through the design strategy which are derived from the hierarchy analysis theory of gamification,the experience of gamification design’s internal and external’s consistency are assured, expecting to help designer to design a better gamification Internet products which has better correlation.