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In 2018, the DOT digital group developed a gamification strategy for Natura, the largest cosmetics company in Latin America, which is, proudly, Brazilian. The company aimed to increase the sales of hundreds of thousands of consultants throughout Brazil. Read more here.
Why did Natura bet on gamification to increase sales performance? There are several reasons, but the Six-Box model helps us understand some of them:
The sales consultants demonstrated already having the necessary sales tools and resources (Box 2), Natura incentives (Box 3) and personal motivation for sales (Box 6). Despite knowing that consultants had different competence levels for completing tasks, we banked on the fact that the right training could improve the skills of all consultants.
The sales consultants had problems in the contextual area, lacking immediate feedback on performance (Box 1) and more step-by-step instruction (Box 4). Gamification has much to contribute to these issues:
- LEARNING – Rules were developed to encourage sales consultants to engage in distance learning through instructional videos and to ask their leaders for more guidance.
- FEEDBACK – the Gamified app provided rich, immediate feedback on daily tasks: “You have finished task X and earned 20 points” or “You failed mission X. Next time try doing this and that”
The results allowed Natura not only to engage sales consultants and increase their revenues, but also to better understand their habits, profiles and performance gaps.
The collected data helped to quantify findings, creating guides and metrics that provided the company with reliable knowledge on its outside sales representatives.
As it is clear to see, gamification goes far beyond exhilaration. Gamification is about optimization, performance enhancement and quantitative evaluation of the resulting ROI.
Want to apply gamification on your sales team? Talk to our experts.
For more on gamification, download our eBook!
There is much Science and Design behind Gamification. In this article, the DOT methodology for gamifying systems/products/services is explained in an intuitive, visual manner using a Canvas.
Anyone who needs to implement complex projects loves Canvas, isn´t that right? This type of instrument facilitates comprehension in every step, a necessary element for the project and the relation between the steps.
Take a look at the conceptual Canvas for the DOT Gamification methodology.
Represents the entire research phase of the Gamification methodology:
- The process begins with an in-depth study of the system/product/service that needs gamifying. How does it work? What are the possibilities and restrictions? The goal here is to truly analyze the item before taking it to the next level and perfecting it with Gamification!
- The following step involves diving into three important areas:
- The target audience (Who is the aim of the gamification? What are these individuals like? What do they enjoy? What do they want? What do they reject?);
- The target-audience behaviors that need to be transformed so the gamification will be effective; and,
- The business objectives, which consist of creating value for the client and for the KPIs that must be used to evaluate project ROI.
Where Game Design is concentrated, details the most efficient incentive rules to reach the target audience, and to instill value behaviors that aim to realize business objectives. To learn more about this vital phase of the methodology, access our Gamification eBook.
Of the Canvas displays the support elements that make Gamification viable from the technical point of view. These are: technologies that will be implemented, communication strategies and careful interaction design of the user experience phase. The DOT digital group offers services in these three areas as well.
We truly are a multidisciplinary team, and that makes all the difference when designing Gamification.
Consists of an analysis of the operational costs necessary for the Gamification strategy. Clearly, the final amount in this field must be lower than the ROI. This is the criteria for financial and commercial viability of the strategy.
As in every Canvas, true analysis and comprehension begins only when all fields are filled out. At that point, the relations between different fields and ensuing complexity of the entire project come to light, which facilitates determining solutions.
Want to know more about the DOT way of doing Gamification and much more? Learn about Game Thinking, the framework to which Gamification belongs.
There’s no denial, mobile devices are part of our daily life in a irreversible way. Following this trend, people want instant and hands-on learning with time optimization and training wherever and whenever they want.
When thinking about market dynamism and learning agility, DOT has developed Pronto, a mobile platform based on microlearning, that makes content consumption practical and more engaging through a user-friendly and intuitive interface.
Why use microlearning in companies?
The microlearning strategy has proved extremely popular among employees who no longer want to spend hours in boring learning environments.
While most get excited about developing new skills, traditional methods in corporate education often fail to keep students interested and engaged.
So, what can you do to keep them interested? Microlearning is the new trend in learning!
In short, Microlearning is a strategy for distributing content in learning pills, which makes the process of absorbing information more flexible and effective.
Why bet on Pronto?
The Pronto platform is fully connected to the microlearning strategy, as well as offering:
- Mobile first;
- Flexibility for creation and consumption;
- Better adaptation to student interests and activities.
And of course, Pronto is aligned with gamification, an approved approach in several companies and already mature in training and qualification procedures. Gamification is integrated into distance education by bringing massively validated engagement techniques into the gaming industry.
Check out 4 benefits of using Pronto
Pronto is a platform primarily thought for mobile devices, which can receive dynamic content without being limited to rigid curricular structures. Instead, it allows adaptations and flexible rules.
New approaches to distance learning – such as microlearning – are increasingly required, since people prefer to learn in small daily “pills” of knowledge when they have a few free minutes, wherever they are.
2- Pronto is lean
It provides learning objects that the students themselves can integrate to, as demands and interests grow, but within a program for learning objectives.
Short and relevant content adapts to Pronto, being structured from a microlearning strategy, which provides quick and just-in-time information according to student’s needs and doubts.
As for the format, Pronto includes videos, podcasts, infographics, ebooks, forums, quizzes and various forms of games, downloadable files, among others that can be used to give life to many contents in the same educational experience.
Adding game elements to a platform – and that does not mean turning it into a game – is an excellent strategy for engaging students with their purposes.
Gamification provides extra incentive for content consumption in the medium and long term. Not every solution developed for Pronto needs to be gamified, but whoever decides to join this strategy gains an extra layer of engagement.
Now that you know how Pronto can help you insert microlearning in companies and optimize your strategy in corporate education, talk to our experts.
Using gamification in corporate education strategies is a trend, since the motivational features of games can make the teaching-learning process more attractive, engaging and fun.
Natura, one of the largest companies in cosmetics production in Latin America, has invested in gamification solutions developed by DOT.
Want to know how it works in practice? Learn about the gamification strategy applied at Natura!
Natura faced a challenge: to motivate and engage consultants to increase sales productivity and brand interaction.
Before starting the gamification strategy, DOT developed a pilot study with 30,000 thousand consultants.
The operation resulted in the determination of objectives with measurable associated KPIs, making it possible to create incentive systems for consultants of different profiles. This data is also crucial for calculating ROI, refining the strategy and understanding the target audience.
The objective was to encourage consultants to adopt good habits, such as being better prepared for consulting, studying Natura’s institutional campaigns, checking their financial status, knowing the products better and improving customer service. That is, the system would be available online, emphasizing mobile use via smartphones and tablets, and pinpoint practical issues on the company’s business and complex content.
The research made it possible to design the best strategy with the consultants, guaranteeing input for evaluating results and making possible adjustments to the strategy.
This resulted in the consultants reinforcing several positive habits, such as ordering products online and reducing paperwork.
Use gamification in your corporate education strategy
Like Natura and many other successful DOT cases, your company can also use gamification to leverage corporate education.
Count on DOT to strategically analyze your business and the technical requirements for defining the indicators and goals of your corporate education project (face-to-face and online).
This was the Natura corporate training challenge solved by DOT. What is your challenge?
A era mobile já está consolidada e os smartphones e tablets são o eixo para a educação e o treinamento corporativo. Ao pensar no dinamismo do mercado e na agilidade do aprendizado, o DOT desenvolveu o DOT Digital Learning (DDL), uma plataforma que possui as versões app e web, com a função de estruturar o material educacional para processos de educação e capacitação a distância.
Diferente de um LMS, que é mais robusto, o DOT Digital Learning (DDL) está totalmente conectado com a estratégia de microlearning, além de oferecer: a) mobile first (69% dos internautas no Brasil, em 2016, acessaram pelo smartphone); b) flexibilidade para criação e consumo; e c) melhor adaptação aos interesses e atividades do aluno.
E como não poderia deixar de ser, o DDL está alinhado com a gamification, abordagem aprovada em várias indústrias e já madura em procedimentos de capacitação e treinamento. A gamification se integra à educação a distância ao trazer técnicas de engajamento validadas massivamente na indústria de games.
Para saber mais sobre o DDL, confira as palavras do CEO do DOT digital group, Luiz Alberto Ferla.
Qual o grande diferencial do DDL?
Ferla – Ser uma plataforma prioritariamente pensada para dispositivos móveis, uma alternativa a LMSs, que pode receber conteúdos dinâmicos sem se limitar a estruturas curriculares rígidas, em vez disso, permite adaptações e regras flexíveis.
Precisa ser assim porque os tempos mudaram e são exigidas novas abordagens de ensino a distância, como o microlearning, pelo qual as pessoas preferem aprender em pequenas “pílulas” diárias de conhecimento quando contam, em qualquer lugar, com alguns minutos livres.
O DDL é enxuto:
Disponibiliza objetos de aprendizagem integráveis pelos próprios alunos à medida que as demandas e os interesses destes vão aparecendo, mas dentro de um programa com objetivos de aprendizagem.
Que tipo de conteúdos se adequam ao DDL?
Ferla – Conteúdos curtos e relevantes, estruturados a partir de uma estratégia de microlearning, que provê informações rápidas e just in time, na medida da necessidade e da dúvida do aluno. Quanto ao formato, o DDL comporta vídeos, podcasts, infográficos, ebooks, fóruns, quizzes e várias formas de games, arquivos para download, dentre outros que podem ser usados para dar vida a diversos conteúdos em uma mesma experiência educacional.
Qual o papel da Gamification no DDL?
Ferla – Adicionar elementos de jogos a uma plataforma – e isso não significa transformá-la em um game – é uma excelente estratégia para engajar o aluno com seus propósitos.
A gamification proporciona incentivo extra para o consumo dos conteúdos no médio e longo prazo. Nem toda solução desenvolvida para o DDL precisa ser gamificada, mas quem resolver aderir a essa estratégia ganha uma camada a mais de engajamento.