The integration of digital games into diverse aspects of human culture has led to a paradigm shift in their utilization beyond mere entertainment. This doctoral thesis explores the challenges in designing effective gameful systems and presents a novel solution, GamiDOC, to address these challenges. The research begins by identifying elements that interfere with the design of gameful systems and subsequently affect their effectiveness. Scientometric analyses reveal the need for systematic and standardized methodologies in gamification design. Challenges such as users’ interpersonal differences, goal disparities, contextual variations, and feedback modalities are thoroughly examined. In response to these challenges, GamiDOC is introduced as a tool to support designers and developers throughout the design, development, and evaluation phases of gameful systems. The tool is built on a Design for Science Research Method (DSRM) approach, providing a systematic and holistic framework. GamiDOC includes features such as a gamification design framework, a peer-review procedure, code generation, an open-access database, and a guideline for data collection and analysis. The effectiveness of GamiDOC is assessed through empirical studies and real-case applications. User feedback demonstrates the tool’s usefulness in addressing challenges during the design phase, supporting decision-making processes, and enhancing overall development and evaluation. Real-case applications include the design and evaluation of a Virtual Reality (VR) gameful system for teaching UML and a serious game promoting environmental awareness. Despite the promising results, the thesis acknowledges the need for further development and evaluation of GamiDOC’s components. Future work involves refining features, resolving ethical constraints, and conducting more comparisons with alternative methodologies. In conclusion, this dissertation contributes to the understanding of challenges in gamification design and offers a practical solution in the form of GamiDOC. The presented tool, still under development, shows potential in guiding designers and developers towards creating more effective and engaging gameful systems, contributing to the ongoing evolution of gamification in various domains.

With dramatic lifestyle changes, chronic disease has become a significant problem for the health of modern people. The norm for many people is to live with chronic diseases, and migraine is one of the most common chronic diseases.  This thesis aims to investigate whether design can be used as an intervention to empower the experience of living with chronic disease. In this thesis, migraine was taken as an example of chronic disease.  The knowledge for this study was obtained from the field of cognitive behavioral therapy for migraine and gamification design as an intervention for cognitive behavioral therapy. A service design and a qualitative study were used as an approach to the study during the design process.  During the qualitative research, user survey and user interviews were conducted to collect data. Tools such as thematic analysis, affinity analysis, empathy map and persona were used to analyze the data and describe the findings.  The result is a mini-game service for the target group, presented by a concept plan, a system map, a service blueprint and a UI prototype. In this mini-game, the patients and the patients’ families and friends can participate together. Patients can learn more about their illness and adjust their mindset to cope with it, while their family and friends can learn about migraine and provide better support to the patient.  The service concept will be later evaluated by the target group using the Technology Acceptance Model.

The diploma thesis is focused on gamification and possibility of using gamification elements in the field of tourism. The aim of this work is to present gamification as a tool for influencing tourist behavior and to design an own product with gamification elements. In the theoretical part of the thesis a definition of gamification is analyzed alongside with the game elements and game thinking, which constitute the essence of this phenomenon, and the types of motivation of players and travelers are presented. Subsequently, a framework for gamification design is described. The fifth chapter defines the basic notions of tourism and introduces ways of using gamification in tourism. The theoretical part ends by chapters six and seven, where possible risks of using gamification as well as the most successful examples of its implementation are described. The practical part is devoted to the description of a new gamified product including graphic design and the timetable of introduction of the application to the market.

Master thesis is performed on 80 pages (format А4, the font type Times New Roman, font size 14, interlining 1.5) excluding attachments. Number of tables – 24 (excluding attachments). Number of pictures – 7(excluding attachments). Number of graphics – 13(excluding attachments). Master Thesis consists in Introduction, three Chapters, Conclusion, Bibliography and Appendix. In the theoretical part are presented the basic concepts, objectives of assessment, its types and forms, stages, criteria and methods. In the practical part are analyzed the General characteristics of the investigated enterprise and the activities of the personnel management, the analysis of the Training methods currently used and the existence of gamification elements. Based on these results, it is recommended, a survey application addressed to managers, supervisors, heads department, with a series of items to explore the viability of implementing gamification elements within the training methods currently used in The International Retail Company in Russia Region. It was proposed, the implementation of an Operational and Communicative Levels Management Model through specific Game Elements specifically for The International Retail Company in Russia Region. In conclusion developing strategies through specific Game Elements specifically for The International Retail Company in Russia Region. / Магистерская диссертация выполнена на 80 страницах (формат А4, шрифт Times New Roman, размер шрифта 14, флизелин 1.5) без учета вложений. Количество таблиц – 24 (без учета приложений). Количество фотографий – 7 (без вложений). Количество диаграмм -13 (без вложений). Магистерская диссертация состоит из введения, трех глав, заключения, списка литературы и приложения. В теоретической части представлены основные понятия, задачи оценки, ее виды и формы, этапы, критерии и методы. В практической части анализируются Общая характеристика исследуемого предприятия и деятельности управления персоналом, анализ применяемых в настоящее время методов обучения и наличие элементов геймификации. На основании полученных результатов рекомендуется приложение-опрос, адресованное руководителям, супервайзерам, руководителям подразделений, с серией пунктов по изучению целесообразности внедрения элементов геймификации в рамках методов обучения, применяемых в настоящее время в международной розничной компании в регионе России. Предложена реализация модели управления операционным и коммуникативным уровнями через специфические игровые элементы специально для международной розничной компании в российском регионе. В заключение - разработка стратегий с использованием конкретных игровых элементов специально для международной розничной компании в российском регионе.

Gamification innebär att man använder element och tekniker från spel i annars icke-lekfulla miljöer för att öka användarnas engagemang. Arbetssättet har de senaste åren blivit allt mer förekommande i profesionella sammanhang som skolan och i arbetslivet. Vetenskapen är fortfarande relativt ung och det finns fortfarande mycket att utforska. Denna studie har undersökt effekten av videoklipp som en belöning i redan etablerad gamification-miljö. Studien har genomförts hos ett B2B säljkonsult-bolag och gjordes som ett 3 veckors experiment där korta videoklipp implementerades som belöningar vid utförda uppgifter för att se hur de kunde påverka antalet minuter som användarna aktivt lade på att ringa samt hur många möten de lyckades boka. Dessutom hölls intervjuer för att undersöka hur användarnas motivation och attityd på arbetet kunde påverkas. Resultaten pekar på ökad tid lagt på att ringa samt ökat antal möten bokade. Intervjuerna pekar på en positiv attityd i samband med filmklippen. / Gamification is the use of game elements and techniques in non-game environments in order to increase the users’ engagement with a product, brand or task. It is becoming more and more common in professional environments such as education and the workplace. It is still a pretty young field of science and there is much to explore. This research has studied the effects of implementing video clips as rewards in an already gamified CRM software. The study was conducted at a B2B sales consultant agency during a 3 week period where short video clips were implemented as rewards for completing actions in order to measure what effects they might have in the users time spent calling and successfully booked meetings. Data was gathered from the gamified software in order to measure the changes in productivity. Interviews were also conducted to study what effects the video clips had on the users’ motivation and attitude at work. The results point to an increased time spent calling and an increased number of meetings booked. The interview responses also point to a positive change in attitude.