According to PricewaterhouseCoopers (2015), sharing economy is currently worth

$15 billion and has the potential to grow to $335 billion by 2025. With the implementation
of an effective gamification system, combined with the rapid growth of this industry,
ShareAll may find itself in a favorable position to become a leading firm in the market.
Below is a detailed proposal for a gamified system intended for ShareAll:
1. Define business objectives

With a gamification system put in place, this will help to achieve below business
objectives:

Increase profit Gamified system could help keeping customers retention

rate high, hence intensifying the transactions and usage of Shares currency,
which will allow ShareAll to enjoy higher profit

Behaviour change As the concept of sharing economy is quite new,

gamification will help to make people get used to the notion of sharing their
assets in order to generate income

Building community Gamification could play a role in providing a sense of

community for the users, whereby user will be able to see the transaction
activities happening in the users neighborhood, as well the assets currently
being offered

Feel good factor Gamification will help providing feedback on how the
users contribute to a larger cause with every activity or transaction completed
in the platform, by connecting it with social impact. For example, by offering a
ride to three other people who are going to the same workplace area, the
system will be able to provide feedback on how much CO2 emission is reduced
and the positive impact it has on traffic for the day, compared to having four
vehicles on the road, based on this specific transaction taking place. This will
provide intrinsic motivation for asset owners to keep on sharing in order to
contribute to a larger cause

2. Delineate target behavior

The target behaviors below can help to promote above-mentioned business
objectives, both directly and indirectly:

Share more Users can be intrinsically motivated by being provided feedback

on the potential specific contribution they can make to the environment by
sharing their assets to the community. Besides that, extrinsic motivations are
also put in place such as the potential income received from the sharing activity,
as well as Shares points that will be collected for each asset posted to the
platform, regardless whether or not the asset will be utilized by other users. As
a platform, ShareAll needs to ensure that there are many assets available to
utilize in all locations across the country in order to make the platform more
valuable for the customers

Tell others ShareAll needs to have a large customer base in order to intensify
the transactions and asset listing activities, which will make this platform
worthwhile for the users. By providing Shares points for every customer
referrals that sign up, this will provide extrinsic motivation for users to keep
recommending the service to their network. User can also be intrinsically
motivated by informing the user his indirect social impact resulting from each
successful transactions coming from his referrals

Buy more The sense of community will help user to have a micro perspective
on the transactions happening within the users community, with feedback such
as average number of assets being shared, the average social impact the
neighborhood has contributed versus the users individual performance, the
amount of dollar saved for the day by sharing assets versus buying, etc. This
will provide communal pressure as well as motivation for the user to get more
involved and do more frequent transactions in order to be more aligned with
social norm

With above target behaviours, suitable metrics that could be used are virality rate,
volume of transactions, DAU/MAU and customer lifetime value.

3. Describe your players

According to Bloomberg (2015), nearly 70 percent of sharing economy workers

(referring to individuals who share their assets for income) consist of those between
the ages of 18 and 34. These workers are looking for supplemental income, rather
than making it as a full-time job, which explains the tendency of majority age group to
be in the younger bracket that largely consists of college students 38% of the
survey sample to be exact. Male dominates the sharing economy workforce with
around 70% of the population.

As for the psychographics, the younger generation which contributes largely to sharing
economy are tech savvy and have access to technological devices such as
smartphones and personal computers, allowing them to be constantly connected.
Do note also that this generation is very familiar with video gaming, so they will find
adapting to gamified system to be second nature and will appreciate fun factors and
social elements that can be derived from using this system. As the millennials are
largely well-educated, they should be able to appreciate the social causes built
around the gamification system and will be eager to contribute to a larger cause.
This is also proven from a survey done by Matofska (2015), whereby at least 51% of
the respondents involved in sharing economy prefer to try products that support good
causes.

4. Devise activity loops

The system consists of two activity loops which have its own set of predefined quests
and challenges:

Engagement loop User will receive Shares points for some actions that
they have taken (logging in, listing assets, communicate with other platform
members, invite friends to join, etc.). This Shares points can then be used for
purchasing assets in the system, which will motivate the user to keep using the
platform. Do note though the reward mechanism should not be put in a position
3

to substitute the more powerful intrinsic motivation, which is to support good

causes and making social impact. The way to do this is to always provide more
emphasis to the social impact they are making from the activities done in the
website, and rewarding of Shares point should be done in a small quantity
that makes it practically impossible for the user to purchase access to assets
just by collecting Shares points through doing the activities on the website

Progression loop Player journey will start from Beginner level up to Expert
level. To start the journey, users will be involved in onboarding and
scaffolding processes to get them familiar with the system as well as assisting
them if the system detects that they have not completed the onboarding stage
after registering an account. The pathway to mastery will be designed to be
psychologically and visually evident, whereby Expert users will be able to
access exclusive functions such as creating and coordinating a large scale
collaborative social impact project, as well as having an Expert / Influencer
badge attached to their profile in order to let others know of their influence to
the community

5. Dont forget the fun!

As the target demographic consist of the younger generation, fun factor is very
important in order to keep them engaged with the platform. The fun factor can be
derived from below elements:

User interface The user interface of the system has to be designed to be

visually attractive. For example, the social impact statistics should be
presented through cartoonish visual analogy. For example, after purchasing
access to carpooling to work, user will be presented with an animation of the
collective CO2 emission being reduced for the day within the users
neighborhood, and the positive impact to the air pollution index (example,
number of birds flocking to the town on that particular day as an analogy to the
contribution to reduce air pollution)

Social engagement Activities made can be more fun and meaningful if its
done together with friends, family and co-workers. Users will be able to see
their peers number of transactions made in a leaderboard (providing a sense
of competition) as well as the collective social impact they have contributed
together within the community as well as within the users network (providing a
sense of collaboration). Users can also create their own quests and
challenges together with rewards for completing them. This community-made
quests will then be verified by the platform provider. Once verified, it will be
made publicly available for others to take up the challenge. This will provide
users with an endless streams of challenges to complete, which will keep them
engaged with the platform

6. Deploy the appropriate tools

Some of the tools and game elements have been discussed on previous points. In
order to support the discussed game elements, a broader perspective of the tools
to be deployed are as below:

PBL The gamification system in this platform is built around points, badges
and leaderboard in order to implement the game elements discussed above

Mobile optimized platform ShareAll should make sure the platform is

optimized for mobile, as the target market are frequently connected through
their smartphones. Building a dedicated mobile app platform should also be
considered in order to make the process of making transactions easier,
authorization of location access in order to provide contents that are
contextually relevant to users location, as well as keeping them engaged by
sending periodical push notifications to check on interesting assets being
offered.

References
Bloomberg.

(2015,

June

15).

Bloomberg

Brief.

Retrieved

from

Bloomberg:

http://newsletters.briefs.bloomberg.com/document/4vz1acbgfrxz8uwan9/front
Matofska, B. (2015, March). What We Know about The Global Sharing Economy.
Retrieved from Compare and Share: http://www.compareandshare.com/blog/didyou-know-that-the-sharing-economy-is-growing-faster-than-facebook-googleand-yahoo-combined/
PricewaterhouseCoopers.

(2015).

The

Sharing

Economy.

Retrieved

from

https://www.pwc.com/us/en/technology/publications/assets/pwc-consumerintelligence-series-the-sharing-economy.pdf