FACULTY OF COMPUTING AND INFORMATICS

IM32803

MULTIMEDIA PROJECT MANAGEMENT

ASSIGNMENT 1: EXPERIENCE DESIGN

PREPARED FOR :

DR. WAN NOORAISYA BINTI WAN AHMAD

PREPARED BY :

IZZAH FAHMIDAH BINTI ISMAIL

BI19110090

DUE DATE :

25TH APRIL 2022

Find a website, system or mobile application according to the following instructions:
• ONE that utilized both persuasive and gamification design

Application : Shopee Malaysia

Persuasive design and gamification design are both utilized and can be seen
implemented in the system design of Shopee. The persuasive design of shopee can be seen
when using both laptop and smartphones however some of the gamification design application
to the system such as ‘shake shake’ corner are only playable via smartphones.

The principles of persuasive design that are implemented includes reduction,

suggestion, self-monitoring, liking and reminders. One of the features that includes reduction
is the Raya 5.5 Deals and Lowest Price Guaranteed Deals. Besides that, the feature
that implemented suggestion is the Daily Discover corner where similar items that user
often search for and items user might be interested in comes up. In addition to that, Shopee
also applied self-monitoring principles by providing User’s profile page where user can see
their recent purchase, rate their purchase, and view their current available vouchers. The
liking principles of persuasive design can be seen in the Homepage Interface of shopee
that have bright orange colours and emphasized deals and promotions that can likely attracts
users attention and interest. Last but not least, the Notification feature that act as a
reminder to users to complete their rating, to view more brand deals that are happening as
well as current news about users recent purchase.
Feature 1 : Raya 5.5 Deals and Lowest Price Guaranteed Deals.

Principles of the feature Reduction

Function of the feature This feature function is to increase users interest by
promoting brand deals and special deals for different
occasion thus increasing users purchasing behavior so that
they can be inclined to buy the items.
Outcome of having the By implementing this feature, users will be more inclined to
feature come back to the app to purchase here instead of using
other channels. For instance, the lowest price guaranteed
deals that offer lowest price for certain items can generate
user interest since the reduction of price means that they
can keep on purchasing new items with lower price.
Besides that, the raya deals that offer discounts on Raya
items will surely increases users purchasing behavior.
Feature 2 : Daily Discover corner
Principles of the feature
Function of the feature
Outcome of having the
feature
Feature 3 : User’s profile page
Suggestion
The suggestion feature is to persuade users to view items
similar to what they used to purchase and the items that
they are searching for.
With this feature, it becomes more easier for users to
view similar items that they may be interested in thus
allowing the persuasive powers of the system to persuade
the users to purchase the items
Principles of the feature Self-monitoring
Function of the feature This feature allows user to view their recent purchase,
update their addresses, and view their vouchers as well as
shopee coins.
Outcome of having the This feature can help identify the users purchasing
feature behaviour.

Feature 4 : Homepage Interface

Principles of the feature Liking

Function of the feature The homepage interface have a bright and colourful
navigation that shows brand deals and promotions that
are ongoing, categories of items, free shipping voucher
corner as well as daily discover.
Outcome of having the This feature increase users likeness of the system
feature because they have a neat and specific corner that allow
user to navigate the system more easily and comfortably.
Feature 5 : Notification

Principles of the feature Reminder

Function of the feature This feature reminds user about current deals that are
ongoing, rewards that they can get with their recent
purchases as well as current voucher that they can claim
for certain items.
Outcome of having the The implementation of this feature can help user to get
feature back into the Shopee application, thus building a more
tight customer relationship.
 Gamification design can simple be defined as borrowing elements from game design
and then using them to improve users satisfaction with a product, service or process.
Gamification that are used in Shopee is to increase user engagements, as well as increase
users enjoyment when using the application.

The gamification design that are implemented into Shopee’s system design includes
clear goals, challenges, levels, rewards and feedbacks. One of the features that includes clear
goals principle is the Shopee prizes. Besides that, the feature that implemented challenges
is in the Shopee games section where variety of games with different challenges exists. In
addition to that, Shopee also applied levels principles by providing different levels to one of
the game in Shopee games, which is Shopee Candy. The rewards principles of gamification
design can be clearly seen in the Shopee rewards of shopee where users can claim their
rewards from playing the challenges and games in shopee. Last but not least, the Shopee
Farm feature uses feedback principles to shows how users action are related to achieving the
goals, which is to collect shopee coins.

Feature 1 : Shopee prizes

Principles of the feature Clear goals

Function of the feature
Outcome of having the
feature
This feature reminds user that the main goals to
participate in Shopee games is to receive all the shopee
prizes that includes discounts, shopee vouchers of
different brand and coins that can cut some of users
purchases. 1 coins is equal to RM 0.10
The implementation of this feature help user reduces
purchases amount as well as attract users engagement
with the shopee application.
Feature 2 : Shopee games

Principles of the feature Challenges

Function of the feature This feature shows user the different games and
challenges that they can play and interact with, with each
games having different set of rewards.
Outcome of having the The implementation of this feature help user to have the
feature choice to play a variety of different games and challenges,
Feature 3 : Shopee candy

Principles of the feature Levels

Function of the feature This feature in of the games with is Shopee Candy shows
that there are levels with increasing difficulty
implemented in the game. Completing each level will give
points to users that they can then redeem as shopee
coins and vouchers.
Outcome of having the The implementation of this feature help increases user
feature engagement and user participation to go back to the app
to complete all levels.
Feature 4 : Shopee rewards

Principles of the feature Rewards

Function of the feature Each games have different set of rewards that they can
achieve by completing the tasks and challenges given in
the games.
Outcome of having the The implementation of this feature increases users
feature interest since they receive applicable rewards that they
can use to support their purchasing behavior.
Feature 5 : Shopee farm

Principles of the feature Feedbacks

Function of the feature This feature shows player and user how their actions can
help them to achieve the goals. For instance, when the
plant is dead, the system allows user to revive or remove
the plants with other seeds to continue with the game.
Outcome of having the The implementation of this feature will assist user in
feature achieving the end goal, which is to grow a healthy tree
that can produce shopee points so that user can redeem
the points as shopee coins and vouchers.