Gamification as a Part of the Digital Innovation...financial literacy budget management Support apps...
Transcript of Gamification as a Part of the Digital Innovation...financial literacy budget management Support apps...
![Page 1: Gamification as a Part of the Digital Innovation...financial literacy budget management Support apps for automated procedures Simplification of the processes Optimizatio n & Automation](https://reader033.fdocuments.us/reader033/viewer/2022042414/5f2e30821742ce26b72c8034/html5/thumbnails/1.jpg)
Gamification as a Part
of the Digital Innovation: Evaluating Managerial Perceptions in the
Financial Industry
Master’s Thesis Research Project
Iryna Nosan
![Page 2: Gamification as a Part of the Digital Innovation...financial literacy budget management Support apps for automated procedures Simplification of the processes Optimizatio n & Automation](https://reader033.fdocuments.us/reader033/viewer/2022042414/5f2e30821742ce26b72c8034/html5/thumbnails/2.jpg)
AgendaFindings
Conclusion
Intro
![Page 3: Gamification as a Part of the Digital Innovation...financial literacy budget management Support apps for automated procedures Simplification of the processes Optimizatio n & Automation](https://reader033.fdocuments.us/reader033/viewer/2022042414/5f2e30821742ce26b72c8034/html5/thumbnails/3.jpg)
Introduction
Intro
![Page 4: Gamification as a Part of the Digital Innovation...financial literacy budget management Support apps for automated procedures Simplification of the processes Optimizatio n & Automation](https://reader033.fdocuments.us/reader033/viewer/2022042414/5f2e30821742ce26b72c8034/html5/thumbnails/4.jpg)
Research Question
How can utilization of gamification be advantageous for the financial industry?
RQ
![Page 5: Gamification as a Part of the Digital Innovation...financial literacy budget management Support apps for automated procedures Simplification of the processes Optimizatio n & Automation](https://reader033.fdocuments.us/reader033/viewer/2022042414/5f2e30821742ce26b72c8034/html5/thumbnails/5.jpg)
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
![Page 6: Gamification as a Part of the Digital Innovation...financial literacy budget management Support apps for automated procedures Simplification of the processes Optimizatio n & Automation](https://reader033.fdocuments.us/reader033/viewer/2022042414/5f2e30821742ce26b72c8034/html5/thumbnails/6.jpg)
Findings
Findings
![Page 7: Gamification as a Part of the Digital Innovation...financial literacy budget management Support apps for automated procedures Simplification of the processes Optimizatio n & Automation](https://reader033.fdocuments.us/reader033/viewer/2022042414/5f2e30821742ce26b72c8034/html5/thumbnails/7.jpg)
Data Analysis Scheme
Author’s creation
![Page 8: Gamification as a Part of the Digital Innovation...financial literacy budget management Support apps for automated procedures Simplification of the processes Optimizatio n & Automation](https://reader033.fdocuments.us/reader033/viewer/2022042414/5f2e30821742ce26b72c8034/html5/thumbnails/8.jpg)
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
![Page 9: Gamification as a Part of the Digital Innovation...financial literacy budget management Support apps for automated procedures Simplification of the processes Optimizatio n & Automation](https://reader033.fdocuments.us/reader033/viewer/2022042414/5f2e30821742ce26b72c8034/html5/thumbnails/9.jpg)
Potential Options
1. Education
2. Interaction
3. Customization
4. Support
5. Optimization & Automation
1.2.
3.
4.
Potential Options
Purpose of gamified approach5.
![Page 10: Gamification as a Part of the Digital Innovation...financial literacy budget management Support apps for automated procedures Simplification of the processes Optimizatio n & Automation](https://reader033.fdocuments.us/reader033/viewer/2022042414/5f2e30821742ce26b72c8034/html5/thumbnails/10.jpg)
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
![Page 11: Gamification as a Part of the Digital Innovation...financial literacy budget management Support apps for automated procedures Simplification of the processes Optimizatio n & Automation](https://reader033.fdocuments.us/reader033/viewer/2022042414/5f2e30821742ce26b72c8034/html5/thumbnails/11.jpg)
Factors & Issues
Comprised Nylen & Holmström
(2015) and Author’s compilation
![Page 12: Gamification as a Part of the Digital Innovation...financial literacy budget management Support apps for automated procedures Simplification of the processes Optimizatio n & Automation](https://reader033.fdocuments.us/reader033/viewer/2022042414/5f2e30821742ce26b72c8034/html5/thumbnails/12.jpg)
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
![Page 13: Gamification as a Part of the Digital Innovation...financial literacy budget management Support apps for automated procedures Simplification of the processes Optimizatio n & Automation](https://reader033.fdocuments.us/reader033/viewer/2022042414/5f2e30821742ce26b72c8034/html5/thumbnails/13.jpg)
Digital Strategic Direction
Passive digital integration
Balance between digital & traditional banking
Active digital integration
![Page 14: Gamification as a Part of the Digital Innovation...financial literacy budget management Support apps for automated procedures Simplification of the processes Optimizatio n & Automation](https://reader033.fdocuments.us/reader033/viewer/2022042414/5f2e30821742ce26b72c8034/html5/thumbnails/14.jpg)
Alignment of the Identified Levels
![Page 15: Gamification as a Part of the Digital Innovation...financial literacy budget management Support apps for automated procedures Simplification of the processes Optimizatio n & Automation](https://reader033.fdocuments.us/reader033/viewer/2022042414/5f2e30821742ce26b72c8034/html5/thumbnails/15.jpg)
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.
![Page 16: Gamification as a Part of the Digital Innovation...financial literacy budget management Support apps for automated procedures Simplification of the processes Optimizatio n & Automation](https://reader033.fdocuments.us/reader033/viewer/2022042414/5f2e30821742ce26b72c8034/html5/thumbnails/16.jpg)
Conclusion
Conclusion
![Page 17: Gamification as a Part of the Digital Innovation...financial literacy budget management Support apps for automated procedures Simplification of the processes Optimizatio n & Automation](https://reader033.fdocuments.us/reader033/viewer/2022042414/5f2e30821742ce26b72c8034/html5/thumbnails/17.jpg)
Two Levels of Advantage from Gamification Adoption