gamification as a part of the digital innovation...financial literacy budget management support apps...
TRANSCRIPT
Gamification as a Part
of the Digital Innovation: Evaluating Managerial Perceptions in the
Financial Industry
Master’s Thesis Research Project
Iryna Nosan
AgendaFindings
Conclusion
Intro
Introduction
Intro
Research Question
How can utilization of gamification be advantageous for the financial industry?
RQ
Introduction
Purpose MethodSample
membersFindings
qualitative inductive
exploratory collective
case study
CEOs, Presidents, Heads
of Strategic Departments
and other high-level
managers in the financial
industry
developed analysis
schemeexamine the
phenomenon of
gamification through
evaluation of
managerial perceptions
in the financial industry
Findings
Findings
Data Analysis Scheme
Author’s creation
Basic Assumptions
cool and fancy
concept to attract
people
careful about playing
with money
emerging topic
not implemented
much yet
term is dangerous
ABOUT TERM ABOUT BANKING
ABOUT PROCEDURES
&
CHARACHTERISTICS
emerging topic
limited understanding
of the meaning and
meaningful application
of it
part of the strategy not
a strategic model
trend for young
generation -
misconception
for retail banking
triggers engagement
simplification &
convenience
interactivity &
simulation
education
buying psychology
and client financial
behavior
fun vs danger factor
Potential Options
1. Education
2. Interaction
3. Customization
4. Support
5. Optimization & Automation
1.2.
3.
4.
Potential Options
Purpose of gamified approach5.
gamifiedlearning application
gamifiedself-learning tests
educational playful solution
rewarding levels
Education
simulation of the processes
experiments with virtual portfolio
gamified video solution
gamified comparison & rating
gamifiedsocial sharing communities
Interaction
intelligent self-profiling
onboarding
advice selection
Custo-mization
robo-advisory applications
financial literacy
budget management
Support
apps for automated procedures
Simplification of the processes
Optimization &
Automation
Potential Options Categorization
Factors & Issues
Comprised Nylen & Holmström
(2015) and Author’s compilation
Challenges
Uncertainty of acceptance
Low adaptation of the industry
Lack of measurement
tools
Complexity of managing data
Improper evaluation of
customer needs
Digital as a matter of loosing trust and control
Increase in customer
expectations
Substitution by intermediaries
Perceived digital
strategic direction
Digital Strategic Direction
Passive digital integration
Balance between digital & traditional banking
Active digital integration
Alignment of the Identified Levels
Guidelines for Gamification Implementation
Proposition 1: Start with the customer
segmentation.
Proposition 2: Define the suitable way to gamify and make it
sales argument.
Proposition 3: Choose measurement tools.
Proposition 4: Focus on design.
Proposition 5: Keep the balance and do not
overgamify.
Proposition 6: Provide the customer with an
option to choose.
Proposition 7: Partner with others as long as it
is not the core of the organisation
Proposition 8: Test it. Create a separate brand if needed.
Conclusion
Conclusion
Two Levels of Advantage from Gamification Adoption
