Motivating Drivers to Use Coaching Services : Using Service Design and Gamification to Increase User Motivation

Abstract: How can coaching services encourage user engagement? The objective of this thesis has been to conduct research with a service design approach of what changes can be made to a service to further engage and motivate users. The already existing service provided by Scania called Driver Coaching is used as a case study. The thesis contributes to research by exploring how coaching services can implement gamification aspects in its customer journey. Using said case study as an example, user studies were conducted and resulted in an extensive list of insights and user needs. A gamification framework called Octalysis was used to locate what aspects of the service that could be changed in order to increase user motivation. The user needs and the lacking core drives in the current Octalysis were connected during the ideation phase. Connecting the gamification theory with the service design case study, a design proposal took form. In this case study, the design proposal is a modular concept with five different components that can be implemented in the service on their own or all together. Even though this design proposal is specific to the case study, the process of using the gamification theory and methods could be applied to other cases.