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Publication
Integração de gamificação numa plataforma de e-commerce de mobiliário e serviço de design de interiores
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| 367.17 KB | Adobe PDF | |||
| 11.96 MB | Adobe PDF |
Advisor(s)
Abstract(s)
A presente dissertação explora o potencial da gamificação —
designada por aplicação de recursos de design de jogos em
contextos que não estão diretamente relacionados ao
entretenimento— como estratégia para adquirir e fidelizar
potenciais clientes de uma plataforma de E-commerce
direcionada para a comercialização de mobiliário, decoração
e serviços de design de interiores. Devido à capacidade que
os jogos têm de atrair, motivar e envolver as pessoas de
forma lúdica, várias organizações começaram a implementar
a gamificação nas suas estratégias de marketing,
pretendendo garantir experiências únicas ao consumidor,
indo além de uma simples compra online.
Foi adotado o Framework 6D, o qual desenha e estrutura
todas as etapas para a implementação da gamificação na
plataforma de comercialização online. No âmbito deste
estudo, foi aprofundada a metodologia que serviu de base —
User Types Hexad Scale —, um método quantitativo que
identifica a personalidade maioritária dos potenciais clientes.
Desenvolve-se, assim, uma sugestão de experiência
gamificada personalizada para a futura plataforma, onde o
sistema é enriquecido com elementos de jogos, com base nas
características das personalidades selecionadas,
proporcionando uma experiência única de engagement.
The present dissertation explores the potential of gamification —designated as the application of game design resources in contexts that are not directly related to entertainment— as a strategy to acquire and retain potential customers of an E-commerce platform aimed at selling furniture, decoration and interior design services. Due to the capacity that games must attract, motivate and involve people in a playful way, several companies have started to implement gamification in their marketing strategies, intending to guarantee unique experiences for the consumer, going beyond a simple online purchase. The 6D Framework was adopted, which structures all the steps for the implementation of gamification in the online trading platform. Within the scope of this study, the methodology that served as the basis — User Types Hexad Scale — was deepened, a quantitative method that identifies the majority personality of potential customers. Thus, a suggestion of a personalized gamified experience is developed for the future platform, where the system is enriched with game elements, based on the details of the selected personalities, providing a pleasant engagement experience.
The present dissertation explores the potential of gamification —designated as the application of game design resources in contexts that are not directly related to entertainment— as a strategy to acquire and retain potential customers of an E-commerce platform aimed at selling furniture, decoration and interior design services. Due to the capacity that games must attract, motivate and involve people in a playful way, several companies have started to implement gamification in their marketing strategies, intending to guarantee unique experiences for the consumer, going beyond a simple online purchase. The 6D Framework was adopted, which structures all the steps for the implementation of gamification in the online trading platform. Within the scope of this study, the methodology that served as the basis — User Types Hexad Scale — was deepened, a quantitative method that identifies the majority personality of potential customers. Thus, a suggestion of a personalized gamified experience is developed for the future platform, where the system is enriched with game elements, based on the details of the selected personalities, providing a pleasant engagement experience.
Description
Keywords
Gamificação Comércio eletrónico Engajamento Mobiliário Design de interiores Personalização