Gamification of Drivers Ed Theory

Abstract

The principal goal of this thesis was to research gamification and its relation to user satisfaction and user retention, and to see how gamification can be implemented to achieve a satisfying user experience. The main research questions posed for this thesis were: “How can gamification offer more engaging interaction in an application?” and “Can elements from gamification make users more inclined to keep using an application?” In order to answer these questions a set of methods were utilized. These methods included interviews, review of existing services, “quick and dirty”, user testing, and guerrilla testing. For the purpose of having a clear focus, a specific domain was selected, namely the education of prospective drivers. A prototype was iteratively developed with the participation of drivers ed professionals, people with a drivers license, people without a driver’s license, and finally people currently in pursuit of their license. Ultimately, the last iteration with a prototype deemed worthy was tested with the aforementioned students currently in pursuit of their drivers license class B.