Beyond Gamification to True Motivation with the Octalysis Framework
Games tap into our innate motivational capacities with precision and predictability; this is what makes them so engaging and even addictive. Many have had the insight; imagine if conducting our everyday life felt as rewarding and engaging as a game! So arose the term, Gamification.
Unfortunately, the word “gamification” has become a buzzword that has amassed mixed sentiment. Many attempts to leverage gamification have failed because the approach missed the mark. It’s not enough to take gamification mechanics like points, badges, or leaderboards out of context and apply them in new ones without understanding the underlying motivational psychology behind why they work.
The Octalysis Gamification Framework developed by Yu-Kai Chou can help us take a step in the right direction.
The framework illuminates how we need to look deeper than superficial rewards and game mechanics and seek to understand the core drives that motivate human behavior at the outset of any gamification initiative.
The Eight Core Drives of Octalysis
The Octalysis Framework categorizes eight core motivational drives. These drives are the essence of why we do what we do.
Without them, no behavior occurs.
Epic Meaning & Calling: This is about being part of something bigger than oneself. It's the drive that makes us feel like we're on a grand mission or fulfilling a higher purpose.
Development & Accomplishment: This drive is all about growth and progress. It's the satisfaction we get from leveling up or mastering a new skill.
Empowerment of Creativity: This is the joy of being creative, brainstorming, strategizing, and seeing our creative efforts bear fruit.
Ownership & Possession: This drive is about having control over something and the desire to accumulate more of it.
Social Influence & Relatedness: This drive revolves around social interactions, being influenced by others, and influencing them in return.
Scarcity & Impatience: This is the drive of wanting something because you can't have it. It's the allure of the forbidden or the anticipation of waiting for something.
Unpredictability & Curiosity: This drive is about the thrill of the unknown. It's what keeps us hooked on mystery novels or unpredictable games.
Loss & Avoidance: This is the drive to avoid negative outcomes. It's the reason we avoid risks or work hard to prevent losing something valuable.
The 8 drives are typically depicted in an octagonal shape; hence the name “Octalysis”.
White Hat vs. Black Hat Core Drives
If you split the octagon horizontally across the middle, each side corresponds with White or Black Hat core drives. Sidenote: I wonder where this naming convention came from? 🤔🎩
White Hat Core Drives: These drives make us feel powerful, in control, and satisfied. They are associated with positive emotions and long-term engagement:
Epic Meaning & Calling
Development & Accomplishment
Empowerment of Creativity
Black Hat Core Drives: These drives can make us feel obsessed, anxious, and addicted:
Scarcity & Impatience
Unpredictability & Curiosity
Loss & Avoidance
While Black Hat drives are effective in the short term, they can leave people feeling out of control and discontent in the long run. However, when used ethically, Black Hat techniques can be beneficial, especially in products that enhance our well-being, such as health, fitness, or learning apps.
Putting the Octalysis Framework into practice
The Octalysis framework is used to analyze and design products, services, and experiences to make them more engaging by tapping into the core drives of human motivation.
Here are some questions you and your team can use to generate valuable insights using the framework:
On a scale from 1-5, how well does our current experience tap into the [Epic meaning & calling] drive?
By asking this question for all 8 drives, you can identify your strengths, areas of improvement, and potential strategies to enhance user engagement.
How might we leverage the [Development & Accomplishment] drive to [boost our onboarding completion rates]?
Think through how each of the 8 core drives could be leveraged to target specific KPI’s in your product journey. This can generate a lot of creative ideas!
Octalysis for personal motivation
You can also use the framework as a lens to analyze and enhance your own life by thinking about which of the 8 drives you’re most frequently motivated by, and which you could potentially tap into more often! I created a free “Gamify Your Life Worksheet” to help with this.
The Octalysis Framework is a concise way to leverage research-backed tactics from motivational psychology with habit-forming techniques that drive success in product design, gaming, and gambling. It offers a deep understanding of human motivation, allowing us to harness these drives in various aspects of our lives, from product design to personal growth.
To learn more, watch a TED Talk by the framework’s creator or take his free Udemy course.