Yesterday I read The Future of Enterprise Software Will be Fun and Productive by Michael Wu, Principal Scientist at Lithium and a gamification guru. He focused on “adoption” as the key metric to improve in his example of CRM, his example of an enterprise app (understandably so, since Lithium’s primary product is a social CRM application). And the key question he asked was how can we use game mechanics to make social CRM more fun, and therefore achieve better adoption?
If gamification has so many benefits, why wasn’t enterprise software gamified? I hate to speculate, but I suspect that one of the reasons is that fun was never a requirement for enterprise software. Early software architects simply did not understand that fun and adoption go hand in hand. If you make it fun, people will use it. If you truly believe enterprise software can boost productivity (if used properly), then fun becomes a requirement for productivity, since adoption is clearly a prerequisite for realizing the productivity gain from using the software.
Now, I have a quibble with Wu’s approach. In particular, I disagree that enterprise software has to be fun to boost productivity (or adoption). I prefer to focus on the sense of engagement, for several reasons. First, lots of things we like to do are not fun, but they are engaging. For example, cooking. Making art. And exercising. These are fun (sometimes) as a side effect, but what keeps you going in any of these activities, and keeps you coming back and improving your skills (or fitness), is not fun, per se.
Getting back to enterprise software, I work from the fundamental assumption that the people working with my application want to do a good job, and they are willing to put up with some pain and inconvenience to do so – they will come to work, they will work with the prescribed software, they will go their meetings, they will collaborate with people whom they might not want to socialize with in the best of all possible worlds.
So, people are already giving us providers of enterprise software a giant leg-up on getting them engaged – they’ve committed to be there, they’re probably interested in the subject (that’s part of how they got the job) which provides intrinsic motivation, and they have extrinsic motivation to do their job (that is, their paycheck).
This is great news is the makers of enterprise applications, especially those for knowledge workers – we already start from a high position in terms of motivation for the users – they want to do a good job and they want to help their company and their customers be successful. (That’s “mastery” and “purpose,” from Dan Pink’s Drive, if you’re keeping score.)
The first thing we can do with our enterprise apps is get out of the way of this intrinsic (and extrinsic) motivation to do a good job. If the app makes it harder to do a good job, for whatever reason, it’s going to cause problems not only for the user, but for the business as well.
What we find in the real world, though, is that many enterprise applications actively work against this intrinsic motivation of its users. Here are a few of the ways this happens:
Some of these obstacles can be solved just with “good design,” while others are very amenable to game mechanics and what I call socialification – a set of mechanics related to gamification but focused on social aspects such as presence, guru ratings, and feedback.
In the next installments of this long article, we’ll describe an enterprise app that makes a perfect target for gamification, and then we’ll start from Gabe Zichermann’s six rules of gamification and take a stab at defining a gamified version of that app.
In the comments please let me know what you think of my characterization of the challenges of making enterprise applications engaging, and whether you think I’m right or wrong about “fun.”
Your host and author, Nils Davis, is a long-time product manager, consultant, trainer, and coach. He is the author of The Secret Product Manager Handbook, many blog posts, a series of video trainings on product management, and the occasional grilled pizza.
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