Smarter Staff
Smarter Writer

This article has been written by the Smarter Business™ Staff Writers

Smarter Staff
Smarter Writer

This article has been written by the Smarter Business™ Staff Writers

All of the best recreational, educational, and training apps are designed to keep users interested. Here’s how you can build an app that conquers boredom.

illustration of man in dessert passing water or app signs

When it comes to disruption, gamification is making significant inroads into how designers build systems and how we interact with applications both recreationally and at work. Gabe Zichermann, the founder of Gamification Co, says that we are at a very important and interesting point in time. He says that we are very close to conquering boredom. However, he told the audience, often in very colourful terms, that it's habituation that is more difficult to conquer. 

No matter how much we like something; it will become ho-hum over time.

At this year’s YITCON 14 − the Youth Festival of ICT, Gabe pointed out research that concluded that even when we are in the best possible romantic and intimate relationship, we move from the phase of excitement into a steady, companionship mode after less than two years.That poses great challenges for those developing new systems as what once worked brilliantly falls into disuse in a fairly short time. However, Gabe pointed out that our old perception that boredom preceded a "shutdown" of brain activity was false. 

"Now we understand that this is not true at all. Your brain, in a state of boredom, is acting at 90 per cent of the same amount of energy as it does when you're awake and, in theory, doing something of importance".

Conquering boredom, according to Gabe, is big business. It's not just entertainment he argued. Relieving boredom or habituation is a huge part of the economy that extends into workplaces in ways that were unimagined just a few years ago. And it's in these areas that Gabe encouraged the audience to pursue careers.

Not just a game

Gamification is the application of game-playing theory in non-gaming applications. One example, amongst many that Gabe discussed, was Delta Airlines' Ready Set Jet application, a gamified training application that all Delta staff are required to complete.

What makes the success of this application incredible is that staff not only needed to complete the game, but they weren't allowed to do it during work hours − it had to be completed in the employees' own time.

Despite that, it was extensively used − four years’ worth of training was completed in the program's first year − and has resulted in higher levels of professional competency in Delta's staff.

Part of the promise of gamification is that it flies in the face of what other industries do to keep us from getting bored. For example, Gabe said that all reality TV shows are effectively the same show with a different setting. 

And loyalty programs rarely change other than to reduce the benefits to members over time. Games use habituation to their advantage. 

By maintaining a tension between the game's difficulty and the skill of the player, the game designer keeps the player engaged, by keeping them in a constant state between anxiety and boredom, even though they are repeating similar actions. And it's artificial intelligence that maintains this state, called flow.

Everyone wins

Another element of gamification that helps people learn and improve is that they can fail safely within the game. From a training and education point of view this has significant implications for workplace safety programs.

The applications of gamification are vast. Gabe told the audience of Foldit. This is a science game that helps scientists solve problems around understanding how complex proteins are constructed.  The highest-scoring solutions found by game players are then sent to researchers for further investigation.

Man rubbing his eyes while working on a laptop
Customer Experience
Customer Experience
Are you making these common online marketing mistakes?

We’re in the middle of a digital marketing revolution, with an array of digital tools and technologies available to small businesses. But, as with any tool, it’s how you use it...

Tips for getting the most out of email marketing
Growth
Growth
Tips for getting the most out of email marketing

To make sure you’re maximising your email marketing campaigns, we’ve compiled a list of the best email marketing features – and why you need to start using these now. With 79 ...

Women looking at screens in an office.
Tech Solutions
Tech Solutions
Smarter Action Plan: Switching to a new broadband plan

If you mean business, then you should be making the most of a business-grade broadband plan. This action plan includes step-by-step advice to take the pain out of finding and s...

Nelly Phelan, senior marketing and communications manager for ELK fashion and accessories.
Customer Experience
Customer Experience
Search engine marketing: can small businesses be more competitive?

The majority of Australian customers regularly use search engines to find and research a business, but only 26 per cent of small businesses use search engine optimisation (SEO)...