From Theory to GRAVITY: How We Took the Octalysis Framework from Concept to Creation

Introduction to The Octalysis Framework and 4 Experience Phases

The Octalysis Framework, developed by Yu-kai Chou, is a comprehensive gamification and behavioural design model that analyses human motivation through eight core drives: Epic Meaning & Calling, Development & Accomplishment, Empowerment of Creativity & Feedback, Ownership & Possession, Social Influence & Relatedness, Scarcity & Impatience, Unpredictability & Curiosity, and Loss & Avoidance.

Additionally, Chou introduced the "4 Experience Phases in Gamification," which outlines the user journey: Discovery, Onboarding, Scaffolding, and Endgame. This framework guides the design of engaging and motivating experiences, ensuring users progress through each phase seamlessly. https://octalysisgroup.com/framework/

Additionally, Chou introduced the "4 Experience Phases in Gamification", which outlines the user journey: Discovery, Onboarding, Productivity (formerly known as the "Scaffolding Phase"), and Mastery (formerly referred to as "Endgame"). Jussi Mori and I deliberated on the original terminology and agreed that these new names more aptly describe the stages of user engagement in a gamification context (Figure 2). This framework, with its refined nomenclature, guides the design of engaging and motivating experiences, ensuring users progress through each phase seamlessly with a clearer understanding of their growth and achievement.  

Adam Steele provides a comprehensive overview in his article, "Discover the 4 Experience Phases in Gamification & Why They Matter", where he eloquently delves into the significance of the four experience phases in gamification. Or buy Chou’s book: “Actionable Gamification: Beyond Points, Badges, and Leaderboards”.

Influence on creating GRAVITY

The Octalysis Framework and the 4 Experience Phases in Gamification by Yu-kai Chou had a profound impact on the creation of GRAVITY, setting it apart from competitors like WalkMe. Inspired by Chou's principles, GRAVITY was designed to leverage gamification onboarding elements strategically, fostering engagement and motivation throughout the employee journey.

One key differentiator is GRAVITY's adherence to the 4 Experience Phases by Yu-kai Chou Discovery, Onboarding, Productivity, and Mastery. By carefully guiding users through these phases, GRAVITY ensures a seamless and rewarding experience, gradually introducing new features and capabilities as our users (we call them Authors) progress. This approach cultivates a sense of accomplishment and encourages continued engagement, in contrast to the more static nature of traditional onboarding tools and methods.

Moreover, GRAVITY's content creation process is deeply rooted in Chou's Octalysis Framework, which emphasizes the integration of various core drives, such as accomplishment, empowerment, and social influence. By aligning their content with these motivational factors, GRAVITY Authors can craft experiences that resonate with users on a deeper level, fostering lasting engagement and driving desired behaviours.

For clarification, the implementation of the 4 Experience Phases is still in progress. Currently, GRAVITY's available features correspond to the initial two phases.

Onboarding through the 4 Experience Phases

GRAVITY's approach to onboarding employees aligns seamlessly with Yu-kai Chou's "4 Experience Phases in Gamification" model. This framework guides users through a progressive journey, ensuring an engaging and effective onboarding process.

In the Discovery Phase, GRAVITY piques employee's curiosity by introducing them to the platform's features and benefits through interactive walkthroughs and tooltips. This initial exposure aims to captivate employees and motivate them to explore further.

As employees transition to the Onboarding Phase, GRAVITY provides step-by-step guidance, gradually unveiling the platform's capabilities. Bite-sized tasks and hints encourage employees to familiarize themselves with the interface, fostering a sense of accomplishment and confidence.

The Productivity Phase strengthens the reinforcement of targeted behaviours, utilizing tailored prompts and reminders that assist employees in weaving the platform into the fabric of their everyday activities, thereby cementing the adoption process.

In the culminating Mastery Phase, GRAVITY elevates users to a level of proficiency and self-sufficiency. Employees gain access to sophisticated tools for extensive community support, allowing them to fully harness the capabilities of the platform. This empowerment not only transforms them into experts but also equips them to guide their peers towards achieving mastery as well.

By adhering to this proven framework, GRAVITY ensures a seamless and engaging onboarding experience, ultimately driving employee's adoption and long-term success. This approach has been widely praised, with Apple's TipKit feature drawing inspiration from GRAVITY's onboarding methodology.

The meaning behind the name 'GRAVITY'

The name 'GRAVITY' was chosen for its symbolic representation of employee engagement within the business application platform. Just as the force of gravity attracts objects towards each other, the GRAVITY platform aims to foster a strong connection between users and the content, drawing them in and keeping them engaged.

The term 'GRAVITY' is closely tied to the platform's core metric for measuring employee engagement. By quantifying the 'gravitational pull' or level of attraction employee experience towards the content, our Authors should be able to gauge the effectiveness of their onboarding strategies and content delivery methods.

The concept of gravity deeply resonates with us, inspiring its integration into various aspects of our platform. The GRAVITY logo, for instance, symbolizes the Earth and its surrounding Moon, connected by gravitational forces, which creatively form the initial letter "G" (Figure 4).

Similarly, the round shapes used in the edit mode for Callouts and Goals reflect the gravitational pull and planetary influences at the heart of our design philosophy.

Even the AI-Assist draws its name from "gravity assist," a technique used by space probes to harness the power of gravity for acceleration.  

Additionally, the term "Barycenter," borrowed from astronomy, denotes the dynamic center of mass where celestial bodies orbit one another, embodying the harmonious balance and interconnectedness we aim to represent throughout GRAVITY.

Confidence to start Gravity Global AG

By applying the principles of the Octalysis Framework and the 4 Experience Phases in Gamification, Jussi Mori and the author gained the confidence to establish Gravity Global AG. These frameworks provided a structured approach to designing engaging and immersive user experiences, which set GRAVITY apart from competitors.

The Octalysis Framework's eight core drives, such as epic meaning and unpredictability, guided the creation of compelling content and interactions within the GRAVITY platform. Meanwhile, the 4 Experience Phases ensured a smooth onboarding process, gradually introducing users to the platform's features and fostering long-term engagement.

Combining these frameworks with their expertise and vision, the founders felt equipped to launch a company that could revolutionize the way business application users and learning manager interact with digital content. GRAVITY's focus on game onboarding and engaging experiences gave them the confidence to pursue their entrepreneurial endeavour and bring their innovative ideas to life.