Respect the Expert 1: Gamification and User Engagement - Unveiling the GIST Model

Summary

In this video, the speaker introduces a new series called 'Respect the Expert,' aiming to share research in an engaging way. They discuss a framework, the GIST model, for sustaining user engagement in mobile apps by leveraging gamification, instructing, sharing, and tracking. The speaker highlights the challenges of app retention, with many apps failing to maintain user interest. Through real-world examples like Duolingo and Monzo, the speaker shows how these features can boost user involvement and loyalty. The video concludes by encouraging viewers to check out the full research and subscribe for more insights.

Takeaways

• 😀 New technologies like AI, blockchain, and robotics are increasingly attracting attention and investment from businesses.
• 😀 Despite significant investment in new technologies, 77% of users never use an app again 72 hours after installation.
• 😀 Companies often spend large amounts on app development, but many apps fail to gain sustained user engagement, with 70% of apps having fewer than 1,000 downloads.
• 😀 The 'GIST' model helps sustain user engagement by incorporating four key features: Gamification, Instructing, Sharing, and Tracking.
• 😀 Gamification involves adding game-like elements (achievements, rewards, competition) to non-game apps to increase user engagement.
• 😀 Apps like Duolingo and Monzo effectively use gamification to maintain user interest, offering rewards and competitive streaks to encourage daily usage.
• 😀 Instructing involves motivating action by providing useful, beneficial information to users (e.g., health reminders or spending alerts).
• 😀 Sharing involves creating communities within apps where users can track and share their progress with others who share similar interests.
• 😀 Tracking presents user data in easy-to-understand visual formats, helping users see trends in their behavior or usage patterns.
• 😀 The success of these features varies by demographic factors like age and gender, with older users tending to prefer gamification and sharing more than younger users.
• 😀 The 'Just Do It' framework (GIST) offers a strategy to make technology more engaging, encouraging habitual use and improving user retention.

Q & A

What is the main purpose of the 'Respect the Expert' series?

The 'Respect the Expert' series aims to share research findings in a less boring and more engaging way. The goal is to make academic studies more accessible and enjoyable for viewers.

Why are new technologies like AI and blockchain so important for businesses today?

New technologies like AI, blockchain, and Web 3.0 attract attention and are viewed as the future of innovation. Businesses are investing in these technologies to stay competitive, capture customer interest, and leverage the latest trends.

What is the major problem faced by companies when adopting new technologies in mobile apps?

A major issue is the high failure rate of apps. Despite heavy investments, many apps fail to retain users, with 77% of users abandoning an app within 3 days of installation.

What is the GIST model, and how does it help businesses sustain customer engagement?

The GIST model is a framework designed to enhance user engagement by leveraging four principles: Gamification, Instructing, Sharing, and Tracking. These principles encourage users to return to apps by making them interactive, informative, and social.

Can you explain how gamification works in mobile apps?

Gamification involves adding game-like elements to non-game environments. For example, Duolingo uses rewards, achievements, and competition to keep users engaged in learning a language, which results in 80 million active users.

How can instructing help increase user engagement in apps?

Instructing involves providing users with helpful, actionable information that benefits them. For instance, Apple Watch reminds users to stand every hour, helping to maintain healthy habits and encouraging continued app use.

What role does sharing play in user engagement, and can you provide an example?

Sharing allows users to interact with a community of like-minded individuals. Apps like Strava, which track and share fitness progress, create a sense of connection and competition, motivating users to stay engaged.

What does tracking in the context of mobile apps mean, and how does it help retain users?

Tracking presents users with data they can't easily observe on their own, like spending habits or progress. Apps like Monzo track spending abroad, which helps users stay informed and make better decisions, enhancing app loyalty.

How do different demographics respond to the features of the GIST model?

The GIST model features impact different demographics in varied ways. For example, older users tend to engage more with gamification and sharing features, while younger users may prefer other types of interaction. Tailoring the features to your target audience is key.

What are the main takeaways from the research presented in the video?

The main takeaways are that apps should focus on creating habitual engagement through gamification, instructing users, encouraging sharing, and providing tracking tools. These strategies help sustain long-term user interest and improve app success.