Implementierung und Evaluierung eines multimodalen Informationssystems

LOCATION:  TEL, Room Auditorium 3 (20th floor), Ernst-Reuter-Platz 7, 10587 Berlin

Date/Time: 21.09.2017, 11:30-12:00

SPEAKER: Fabian Push (TU Berlin)

ABSTRACT:

In this thesis, the use of "gamification" in a mobile application was experimentally tested and analyzed to find out whether this leads to an intensified user retention. First of all, with the help of a literature research, the term "gamification" was specified in more detail and based on the question why people play the different forms of gamification were outlined. Furthermore, modern development and analysis techniques for mobile applications were presented.

The thesis then focuses on a practical experiment, in which one of the listed gamification elements was implemented in the iOS application of the company Asana Rebel. Previously, the most appropriate element had been chosen on the basis of a thorough analysis using existing approaches. The application already has a sophisticated event tracking system that can be used to analyze all important metrics of the app. In addition, a so-called "A/B test" was used for this experiment

After an update, the users were divided into two groups, one of which was exposed to the newly implemented function, while the other group used the conventional version and served as a control group. A total of over 80,000 users participated in the exeriment, so the precise effects of the newly integrated gamification element could be shown. The hypothesis that the user retention is significantly improved by the use of the new gamification element could not be convincingly demon-strated, but improvements in other metrics became visible.