Study of Elements in Gamified Application
Software-Examples from Starbucks
Yu-Cheng Tu
Department of Marketing and Logistics Department of Marketing and Logistics
2022 2nd International Conference on Social Sciences and Intelligence Management (SSIM) | 978-1-6654-9830-2/22/$31.00 ©2022 IEEE | DOI: 10.1109/SSIM55504.2022.10047905
Management Chaoyang University of Management Chaoyang University of
Technology
Taichung City, Taiwan
tuyc@cyut.edu.tw chuya861102@gmail.com
Abstract—The general use of mobile devices and the
popularity of application software (Apps) have made mobile
Apps an important auxiliary tool in people's lives. Gamification
has become popular in life recently. This research is exploring
how Apps design game mechanisms and add game elements to
promote consumers' consumption journey, increase consumers'
conversion rate at all stages, and enhance consumption
motivation. The results show that the apps of Starbucks contain
11 game elements including beginner’s luck, random rewards,
status point, achievement symbols, milestone unlocks, rightful
heritage, evanescence opportunity, count down timer,
exchangeable points, social treasure, humanity hero and water
cooler satisfying the motivation of human.
Keywords—gamification, Application Software, octalysis,
motivation, consumption journey
I. INTRODUCTION
With the recent rise of the gamification concept,
companies may fail due to poor design even though they use
gamification as a strategy to deepen user experience. Value
innovation is a way to reposition gamified APPs. Redniss [1]
stated at a gaming summit that after they injected gaming into
their new Psych Show website, the number of visitors to the
site increased by 130%, and the number of returning visitors
increased by 40%. They believed that adding games to the
website is a good marketing strategy, and in addition to the
increase in the number of visitors, the time spent on the
website has also increased from 4 to 28 min. For example,
gamified treadmills with a VR (Virtual Reality) system
increased users’ willingness to use them. Hamari [2] studied
the gamified trading system and found that gamification made
users more active in transactions.
The design of different game mechanism activities is to
provide customers with value and satisfaction motivation and
even affect the experience and subsequent behavior including
purchase intention, loyalty, and recommendation willingness.
Thus, how enterprises need to precisely design the game
mechanism to provide different stages of the gamification path
and maximize the value of customer experience is what we
want to explore.
A case study is conducted on Starbucks APP to explore the
influence of consumers’ needs and motives on the
gamification path and whether it brings good development to
enterprises. The research conclusion provides relevant
theoretical references for enterprises on gamification path
design, and the main objectives of the study are as follows.
1) Exploring the mechanism of designing the game app for
consumers in the experience path
978-1-6654-9830-2/22/$31.00 ©2022 IEEE
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Chu-Ya Yu Hsin-Fan Chen*
Department of Marketing and Logistics
Management Chaoyang University of
Technology Technology
Taichung, Taiwan Taichung, Taiwan
hfchen@cyut.edu.tw
2) Exploring the value of consumer experience in different
gamification apps
II. LITERATURE REVIEW
A. Gamification Path
Kotler [3] also modified the 4A framework to "5A
framework" in his book "Marketing 4.0", which included
Aware, Appeal, Ask, Action, and Advocate. When brands
plan their online marketing strategies, they continue to
communicate with consumers through quality content to have
them buy and then optimize the consumer experience process
based on the data generated from their purchase paths.
In terms of success factors, an entrepreneur and game
designer Koster [4] stated that sophistication is the main
reason why games are fun. Lazzaro, a game designer, further
discusses this issue by proposing 4 keys and 2 funs: [Desire -
Incentive - Challenge - Achievement - Feedback - Maturity].
In these six steps, the middle four form a cycle, and when the
feedback reaches a certain level, it reaches the stage of
"maturity". Otherwise, it will be a cycle between inducement,
challenge, achievement, and feedback. Such a gamification
element is also regarded as a psychological program for the
participants' experience, and the special process of "repetitive
cycle" is of reference significance to the "gamification design
model".
B. Gamification Motivation
Bartle [5] was the first to suggest that different types of
player behaviors in games are reflective of their intrinsic game
motivations. Kim and Han [6] used hedonic and utilitarian
values to examine the relationship between perceived value
and willingness to adopt. Hirschman and Holbrook [7] treated
consumers as problem solvers or seekers of pleasure, fantasy,
arousal, sensory stimulation, and enjoyment.
Previous research [8,9] suggested that individuals have
three basic psychological needs: competence, autonomy, and
relatedness. It was stated that environments that support the
satisfaction of the three psychological needs facilitate
consumer engagement. Hsieh and Chang [10] showed that
brand innovation value creation activities enhance
competence and relevance and promote individual
participation in activities. Finally, it was determined that
gamified information systems that satisfy basic consumer
psychological needs are successful in engaging users by
adding hedonic value.
C. Gamification Motivation
The gamification elements include gamification
mechanisms, gamification dynamics, and game structure
[11,12]. Zichermann and Cunningham [13] considered that
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"gameplay elements" are the basic elements of the game and

the basis of the overall gameplay, while "gameplay
mechanism" is used to enhance the design of gameplay
elements. Therefore, regardless of the product or service,
enterprises use only one element when designing the
gamification mechanism and many mechanisms are designed
like an arrangement of groups.
D. Customer Journey
One of the strategic management tools for analyzing the
customer experience is Customer Journey Mapping (CTM),
which provides a practical tool for individual companies to
review and improve the customer experience and allow them
to re-examine their product and service offerings and develop
an optimized strategy.
Temkin [14] showed customer journey maps, also known
as contact point maps or real time maps to study interactions
from the consumer's point of view. A customer journey map
visualizes the process, needs, and perceptions of the
relationship between a customer and a single company from
beginning to end. Lemon and Verhoef [15] argued that a
customer journey map is for a "journey" that a customer
experiences with a single company throughout the purchase
process and includes multiple touch points.
III. RESEARCH METHODOLOGY
Based on the framework and steps proposed in the study,
the literature review and case studies are carried out to
understand the impact of gamified product design on the APP
case (Fig 1.).
According to previous research on gamified APP
experience, the influence factors include significant mission
and calling, development and achievement, empowering
creativity and feedback, ownership and desire for possession,
social influence and empathy, scarcity and urgency,
uncertainty and curiosity, loss and avoidance, and other eight
motivating elements and 43 gamification mechanisms. The
customer experience journey was studied, and the results
revealed found that the path experience of a gamification app
was evaluated by imagination, creation, play, sharing, and
feedback.
The "case study approach" or the typical analysis approach,
is a method for gaining an overall understanding by
conducting in-depth research on "how to change", "why this
happened", and "what happened". It also includes a specific
design logic, specific data collection, and unique data analysis
methods. Data are obtained through field observation or
research.
Gamification path
Motivation under the
gamification path
Game mechanics under
different motives
A Fast Food Industry
Gamification APP
Understand the mechanism
that companies use to design
gamified apps for consumers
in their experience path
Fig. 1. Processing of the case study.
IV. RESEARCH RESULTS
Starbucks launched the My Starbucks Idea website in
2008 to collect user feedback through the Internet, improve
service, and enhance the "positive" customer experience. In
2009, Starbucks launched the cell phone scanning code
payment function, and at the same time, the consumption of
points for the reward system to encourage customers to use. In
2016, Starbucks launched the graded membership "Star
Program" according to the accumulated spending amount. In
2021, Taiwan launched the "Mobile Pre-order" service to
allow customers to make reservations in advance through the
app to avoid queuing time. In addition to providing
customized beverage ordering services, the service also helps
consumers find the nearest store and remember their
preferences, providing a customized service for consumers.
Based on the functions of the Starbucks App, we extracted
gamification interfaces as shown in the table below, and
summarized the motives, mechanisms, and paths of different
gamification interfaces based on literature, and then further
analyzed the experiences and behaviors of consumers in each
interface.
A. Imagine Stage in Starbucks APP
The "Happy Birthday Taiwan 24th Anniversary" digital
experience was designed with a game mechanism of random
rewards and newbie luck to satisfy uncertainty and curiosity,
as well as significant mission and calling motives. We
compiled the following table to satisfy the uncertainty and
curiosity of consumers.

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 The 2nd IEEE International Conference on Social Sciences and Intelligence Management

TABLE I. INTERFACE ANALYSIS AND DESCRIPTION- HAPPY BIRTHDAY B. Creation Stage in Starbucks APP
TAIWAN 24TH ANNIVERSARY
The APP is designed with many achievement symbols and
Interface status points such as accumulated points and a membership
grading system to satisfy consumers' motivation for
development and achievement and make them feel that they
have grown after breaking through difficulties. Challenges are
added to obtain a sense of achievement from the process.
Starbucks App uses accumulated points to redeem products
such as beverages and coffee, which is a motivation to give
creativity and feedback. As it is hard to choose a certain
product as a goal and work hard to accumulate points, the
pleasure increases.

SHINYMENORY 24th Anniversary Digital Experience TABLE III. INTERFACE ANALYSIS AND DESCRIPTION- STARRY PROGRAM
It's Starbucks' 24th anniversary!
Interface
You're Invited to Revive the Shiny
Memory of 24th Anniversary.
Answer All of the Stars and You'll
Get A Starbucks Exclusive Comfort!
Content The activity is a quiz to be answered within a limited
time. The questions are different every day, but they are
very simple, after answering correctly, the coupon is
given. The chance of winning is quite high.
Analysis 1. Gamification Stage: Imagine Feedback Progress 63★ will be promoted to
2. Gamification Motivation: Meaning 3/ 66★ the green star
3. Gamification Mechanism: Newbie Luck
Accumulate 63 Stars to Become A VIP of Green Stars
4. Consumer Experience: Making consumers feel
before 2022/12/24
destined to achieve and obtain something
5. Consumer Behavior: The lottery mechanism set by the
Browsing Record
app system will make users feel that they have "newbie
luck" and the chance of winning the grand prize will
Content
increase, so they will download the game. Receive 1 star for a single full payment of NT$35 or more.

TABLE II. INTERFACE ANALYSIS AND DESCRIPTION- STAR REWARDS Analysis

1. Gamification Stage: Creation
PROGRAM FEEDBACK OFFER 2. Gamification Motivation: Accomplishment
3. Gamification Mechanism: Status point and
Interface
Achievement symbols
4. Consumer Experience: full of superiority, while
increasing interaction with the company and a sense of
accomplishment.
5. Consumer Behavior: "Achievement symbols"
stimulate consumers, generating a sense of superiority
and accomplishment; "status points" accumulate
wisely and motivate consumers more.

Reward Offer TABLE IV. INTERFACE ANALYSIS AND DESCRIPTION- GIFT PROGRAM
Sharing with Your Friends REDEMPTION PRODUCTS
_Appointed Members
Interface
2022/3/9(Wed)~ 2022/3/18(Fri)
About to Expire
Rewards Appointed Members with
Complimentary Beverage

Valid until 2022/03/18

Content If you have a Starbucks Card or are a registered Star Prize
member and pay in full at the store, occasional Stars and Star
Prize level rewards are given.
Analysis 1. Gamification Stage: Imagine $81-$120 Pastries
2. Gamification Motivation: Unpredictability Pastries below $80 (inclusive)
below(inclusive)
3. Gamification Mechanism: random rewards 20★
30★
4. Consumer Experience: The method of giving rewards
Medium drink Regular coffee beans 250g/12
will change depending on the rewards to stimulate
35★ into VIA
consumers to come back.
(Additional ingredients are 120★
5. Consumer Behavior: "Random Rewards" gives users a
subject to extra charge for any
sense of anticipation of receiving a gift and stimulates
taste, except canned
them to come back.
beverages, hand-flushes,

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siphonage, stocking series, TABLE VI. INTERFACE ANALYSIS AND DESCRIPTION- STARRY PROGRAM
alcoholic beverages and
Interface
oatmeal milk)
Content Starbucks also holds special Starburst-related marketing
events from time to time to provide consumers with more
surprises and rewards.
Analysis
1. Gamification Stage: Creation
2. Gamification Motivation: Accomplishment
3. Gamification Mechanism: milestone unlocks
4. Consumer Experience: Consumer pleasure will increase
as a result
5. Consumer Behavior: Consumers will be active, e.g., daily $81-$120 Pastries
lucky draws, coffee purchases to accumulate points Pastries below $80 (inclusive)
below(inclusive)
20★
30★
Medium drink Normal coffee beans 250g/12
C. Playing stage in Starbucks APP 35★ into VIA
The accumulated points and redemption coupons have an (Additional ingredients are 120★
"expiration date and must be redeemed within the deadline" - subject to extra charge for
the companies use the fading opportunities and countdown any taste, except canned
beverages, hand-flushes,
mechanism to exploit consumers' fears and stimulate them to siphonage, stocking series,
take action. In addition, they use consumers' desire for alcoholic beverages and
possession to design activities to stimulate them to have the oatmeal milk)
desire to exchange products. Content Starbucks holds special Starburst-related marketing events
from time to time to provide consumers with more surprises
TABLE V. INTERFACE ANALYSIS AND DESCRIPTION- LIMITED TIME and rewards.
PROMOTION
Analysis
Interface 1. Gamification Stage: Creation
2. Gamification Motivation: empowerment
3. Gamification Mechanism: exchangeable points
4. Consumer Experience: Active participation and efforts to
exchange goods in the shortest possible time
5. Consumer Behavior: Users will do their best to increase
their points by using "exchangeable points" for exchange.

D. Sharing Stage in Starbucks APP

In this internet-driven society, we use social marketing to
integrate with major social networking sites. For example,
"LINE Gift" and "Facebook Seasonal Limited" use social
influence to make consumers feel more connected to others.
The combination of charity activities is the motive of the
mission and call to attract consumers.
Claim your $50 rebate for every $200 spent
$50 Voucher TABLE VII. INTERFACE ANALYSIS AND DESCRIPTION- FIRST TO DRINK
Date of forwarding:2022-03-17 TASK ACTIVITY
Expiration Date:2022-03-19
Content Interface
Consumers must use the coupon within three days after
receiving it.
Analysis 1. Gamification Stage: Play
2. Gamification Motivation: Avoidance
3. Gamification Mechanism: evanescence opportunity
and rightful heritage
4. Consumer Experience: (1) Without immediate action,
opportunities disappear (2) Build consumer sense of
urgency
5. Consumer Behavior: active participation, don’t want to
lose.

Content
Seasonal products will be more attractive to consumers,
so we launched a campaign on our fan page where the
winner will be able to enjoy seasonal products first by
completing a task.

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 The 2nd IEEE International Conference on Social Sciences and Intelligence Management
Analysis 1. Gamification Stage: Share
2. Gamification Motivation: social influence and
meaning
3. Gamification Mechanism: water cooler, humanity hero
and social treasure
4. Consumer Experience: (1) Create a community with
frequent communication (2) Have a caring donation
experience
5. Consumer Behavior: Reinforcing social Impact so
more people don't miss events
E. Feedback Stage in Starbucks APP
We use social networks, videos, and photo sharing to
interact with consumers, strengthen social influence, and
create a strong community with frequent communication.
TABLE VIII. INTERFACE ANALYSIS AND DESCRIPTION- WHO IS YOUR
COFFEE HEARTTHROB
Interface
What is your favourite type of coffee?
Latte? or black coffee?
You’re invited to join the online Q&A session,
to receive a coupon of half price for 2nd cup.
Content Complete the quiz during the event and you will receive a
coupon.
Analysis 1. Gamification Stage: Feedback
2. Gamification Motivation: social influence
3. Gamification Mechanism: water cooler
4. Consumer Experience: Create a community of
frequent communication and unleash social energy
5. Consumer Behavior: Providing a conduit for consumer
communication
After analyzing and summarizing the gamification motive
and gamification mechanism of the gamification interface of
the Starbucks APP in each stage, and finally combining with
the literature related to the consumer experience journey,
Tables I-IX are compiled.
Therefore, how to precisely design the gamification APP
under different gamification paths and what experience it can
bring to the consumers are still explored. Starbucks is a
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successful example in designing a gamification APP. From
the summary table of Starbucks gamification, there are several
findings.
The Starbucks App focuses on accumulating points for
gifts and offers a buy-one-get-one-free sharing mechanism.
Among the eight motives of gamification, we conclude that
the motives of gamification in the Starbucks APP are
"significant mission and calling", "uncertainty and curiosity",
"development and achievement", "loss and avoidance",
"empowering creativity and feedback", "ownership and desire
for possession", and "social influence and empathy". The 43
gameplay mechanics include "Newbie Luck", "Random
Bonus", "Status Points", and "Achievement Symbol",
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