Gamification, App Design, and Marketing
Disrespectful behaviour is a prominent issue in today's workplaces. People spend the majority of their adult lives in the workplace, and conflicts can cause problems in team dynamic, productivity, and the workplace atmosphere. One of the reasons why conflict in a workplace occurs so commonly is because it's a complex issue, with many different types of conflict and options for solutions. It can be hard on both the managers and employees, who all face different obstacles in approaching the issue.
Working in a team with 2 other people, we approached the broad issue of workplace conflict by creating a loyalty program. We thought that gamification would be the most productive conductor or positive change in a workplace, because it was a way that would get employees to engage with the program in a fun and rewarding way. We called this program Respectable (for obvious reasons).
We wanted the Respectable brand to be friendly, encouraging, and progressive. When interacting with the program, we want the users to feel as though they are interacting with another person instead of an algorithm. To communicate this, we made sure that our verbiage was casual and conversational. We focused on simple but bold visual components to add personality to the program while maintaining a clean and modern aesthetic.
"Create a respectful environment." Respectable encourages its users to collaborate in being proactive and creating a respectful work environment.
Our goals in creating the visual branding for Respectable was to maintain a clean and minimalistic aesthetic, due to the seriousness of the issue and nature of its use. We didn't want the interface to look like a game, although this was a gamification. However, to give the brand a more welcoming voice, we incorporated a few pops of bright colours.
The Respectable wireframes and prototype were created using Figma and Invision.
There are three different aspects to the Respectable app to tackle three different universal issues with workplace conflict.
- Through the mobile app, users will be able to report disrespectful behavior in an anonymous way. This encourages people to speak up if they are feeling disrespected, giving them a voice without the anxiety of ramifications that may occur when publicly speaking out.
- The app is informative. A lot of conflict can be prevented if all employees are properly informed. Through the app, users can earn small rewards through completing fun and easy challenges that teach them about acting respectfully in the workplace, as well as how to deal with disrespectful behaviour.
- Making a real impact: Users of the app also get rewarded for actively resolving conflicts. This provides an incentive to improve their workplace environment.
To promote Respectable, we decided that the most effective approach would be a series of print advertisements and a promotional social media account.
After conducting a bit of research by asking our friends and coworkers about their daily routines and where they spend their time, I decided to create a series of print ads using Adobe Illustrator. These would be posted in an urban environment that sees a lot of commuter traffic, such as bus stops, subway stations, and billboards. We wanted the poster to be eye-catching and easy to read, as well as artistic and playful so that our message would resonate with its viewers.
Social media marketing was the most widely impactful strategy to promote Respectable. I decided to create an Instagram account, because the photo-based platform lends well to engaging with consumers in a visually dynamic way. I ensured that the content that I created stayed true to the branding of Respectable, both visually and in terms of personality.
I wanted to create content that could promote the program, as well as promote messages that anyone in our target demographic could resonate with. To create captivating posts, I incorporated typography and encouraging phrases. This would increase engagement by attracting instagram users that aren't currently consumers of Respectable's service.
This was an interesting project that provided a lot of insight into workplace conflicts. It was a good exercise in branding and designing for a social cause. When initially approaching the idea of using gamification to combat a serious issue, it was hard to conceptualize. Creating the program was the hardest part. This led to the realization that gamification can be a subtle adjustment, rather than the entire focus on a service. Through the gamification aspect of Respectable, we can engage with users in a way that rewards them. But more importantly, the program offers a platform for users to learn about respectfulness and conflict resolution, as well as report disrespectful behaviour in an anonymous way.
Overall, I really enjoyed working on this project. I feel as thought I learned a lot about the creation of an app that can be fun but still have a serious purpose and make a positive impact.