Gamification of online surveys: conceptual foundations and a design process based on the MDA framework

Abstract

Gamification has been employed to make online surveys more engaging to fill. Related work has evaluated the psychological and behavioral outcome of gamified surveys, but has been unclear about design methods and best practices. This work discusses foundations, relevant design dimensions (game elements, survey areas and the design process), and critical issues concerning validity. It then proposes a structured process for survey gamification based on the MDA (mechanics, dynamics, aesthetics) framework. An evaluation of the proposed process within a case study is briefly presented along with preliminary, but promising results. The gamification process is put forth in the CHI community for further discussion, evaluation, and application.