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DRAFT PROJECT PROPOSAL FORM

Proposal ID:

Supervisor:

Student Name : ADI PERDANA ARIFIN

Student No :

Email Address : apu.edu.my & @gmail.com

Programme Name : Business Information System (BIS)

Title of project : Enhancing E-Commerce Experience Using Gamification in Clothing Website

Please record which module(s) your topic is related to:

Interactive Media and Web Design Technology (CT015-3-1-IMWDT)

Web Applications (CT050-3-2-WAPP)
Introduction to Database (CT042-3-1-IDB)

1. Introduction
Assume the reader has very little knowledge of the subject. Introduce the topic, the sector of business/industry
concerned and how the project relates to it. Define the context of the problem and identify the research
required to solve it.

In this globalization era, people are prefer to purchase online. The reason is because they
can access everything digitally in anywhere at any time, instead of going to the physical store. As
the advantage, people do not have to face the traffic jam, crowds or long queues anymore. On the
other hand, there are more option range of products available online, such as fashion, health and
beauty, home and living, electronics and so on. The users also can check the available stock,
customize and zoom the item details. Fulfilling the customer demand, most of the company are
expanding their products to e-commerce.
E-commerce is a term for any type of business, or commercial transaction which involves
transfer of information across the internet [ CITATION Net14 \l 1033 ]. E-commerce allows the
customer to exchange goods and services with no barriers of time or distance. Since everything is
online, therefore the company can reach more customer broadly and make relationship with all
of the existing customer.
Besides its benefits, e-commerce also has some issues. The issues are coming from some
aspects, such as, technology, security, user privacy, technology and experience. The research will
be more focusing on the user experience, specifically in terms of user engagement and
motivation. Solving the issue, the research will be conducted the gamification technique to
enhance the user involvement and interaction to the system.
Gamification is the concept of utilizing mechanic game techniques in order to motivate
and engage the customer in achieving their goals [ CITATION ElK16 \l 1033 ]. Gamification is
different with game design. Gamification is more into the challenge, competition, feedback and
adding them into a non-game context to solve the issue or engage the audience [ CITATION
TED15 \l 1033 ]. Using gamification technique can create the tactic for the users to do the
actions that the company want to do without being forced or asked to do so. The reason is
because they are motivated and eager to do it by themselves for higher achievements.
In this project, the research will analyze deeper about gamification principle, area and
techniques on how to engage user with the e-commerce online website. The focus field area of
the research is the clothing website as it is the most visited e-commerce website recently. From
the analysis, the research will be analyzed in deep about how gamification can enhance the user
activity in the clothing website.
2. Problem Statement
Identify past and current work in the subject area. Outline the key references to other peoples work, indicate
for the most pertinent of these how your proposal relates to the ideas they contain.

1. Lack of Users Experience and Engagement

Currently most of the customers are feeling bored whenever they entered the e-commerce
website. They are most likely attracted with the good and lower price items only. The issue is
become more complex when the customer are going to another website which is selling the
same products. According to the research conducted by Bret M. and Richard, all of these issue
come out because they tend to be listening, accepting and receiving the information rather than
participating [ CITATION Esl13 \l 1033 ]. The users are tend to be passive in performing the
action. Moreover, mostly the customer just doing the buying function and simply leave the
website afterwards. They are not eager to give any feedbacks or reviews for the items and share
their shopping experience to another customer. As the result, the number of customer will static
and the company blindly did not of what to improve since the customer never have an eager to
give a feedback regarding their shopping experience.
Based on the analysis in engagement phase diagram, most of e-commerce website only
possess until stage 2, which is the engagement phase [ CITATION Placeholder1 \l 1033 ]. The
company only ask the customer to like their fan page and connect to social media. In this case, if
the company want to improve the user involvement, they must reach until retained, loyal and
advocate phase level. Therefore, the company able to generate more revenue in their business
process.

2. Boring Experience
E-commerce must be able to motivate the users by engagement and progression on loop.
E-commerce website must provide ease of use and enjoyment for the users. So that, the users
will not leave e-commerce website directly, whenever they enter the website. Furthermore, the
gamification has to be able to increase the customers experience, self-efficacy, draw attention
and users satisfaction.

3. E-commerce Website Failed to Create the Social Benefits and Reputation

Running the online business, users experiences are very important. Fulfilling the user
experience, the users must engage and feel motivated with the online website. In order to make
the customer motivated, we must change their behavior in performing the online website.
Gamification is the tool that can be used to motivate the people to change their behavior through
positive re-enforcement [CITATION TED15 \l 1033 ]. Most of the people assume that, the
opposite of play is work. According to Bryan Smith, a play theorist, the opposite of work is not
play, but depression. Therefore, using the gamification can help the users to work for the
company in social sharing and branding value, without being asked to do so.

3. Project Aims and Objectives

Identify the AIM(s) of the project, i.e. what the overall achievement is intended to be, in terms of both academic
and commercial/industrial advances. Identify the particular intellectual difficulties posed by the proposal, the
problems to be addressed, and explain how these might be solved. Clearly list individual measurable
OBJECTIVES which can be related to the workplan and deliverables.

Aims and objectives are subject to approval from supervisor and students are expected to revise them
if deemed inappropriate for a Level 3 project.

The aims of the project is to increase the users experience and engagement in online
clothing e-commerce website to generate business revenue using the development of
gamification. Therefore, the users can involve and act as the main role function in building the
company reputation and branding value as well.

The objectives of this project are:

1. To determine the way to integrate e-commerce website and gamification. The e-
commerce website must fully working with with the gamification approach.
2. To draw attention in approaching the customers with the enhancement of gamification in
e-commerce. It means that gamification is the tool to enhance the customer engagement
to the online website. It must catch the public and invite the other users to visit the
company online website.
3. To improve the customer trust and loyalty by engaging the e-commerce customer with
gamification
4. To increase business revenue from using gamification in e-commerce. The final outcome,
gamification must be able to involve the customer to drive the company in improving the
business revenue, such as reducing the cost of promotion and marketing.
5. To trigger the customer in giving the better feedback for the website once the
gamification has been implemented. The customer will change their behavior from
ignoring the customer satisfaction survey into motivated. As a result, the company will
know about their current market position and find the solution to solve their issues.
4. Literature Review
As the evaluation of the chosen topic, the relevant data, facts and previous
research conducted must be provided to investigate and support the topic. The literature
on gamification in e-commerce is more towards on the general use discussion, business
process, technical, domain area and the implementation in existing e-commerce website.
All of the compulsory information are collected and analyzed to improve the limitation
from previous research. Therefore, the researcher can come out with new ideas to solve
the problems.
Based on the research conducted by Luis Filipe Rodrigues, the relation between
ease-of-use and enjoyment can be a problem on how it influence the customers to use e-
banking with gamified business software [ CITATION Rod16 \l 1033 ]. As the idea
generated, the game elements conceptual model are important to develop user perception
enjoyment.
In the research conducted by Tuomas Alahivl and Harri Oinas-Kukkonen, they
identifying the current issues of gamified health BCSS studies due to lack of system
analysis. As the conclusion, in order to advance the knowledge on gamified BCSS, the
designers should consider in some aspects, such as, gamification strategy, potential
outside persuaders, application area, and so forth [CITATION Ala \l 1033 ]. The
limitation of the research is that the researchers only rely on textual descriptions, there
might have been context-specific matters that were not covered comprehensively. So in
the project will be applied the behavior change that will be analyzed not only by the
software recent trends, but also on theoretical groundwork including the technical details
like hardware, software and web-based platforms.
Oliver Korn and Albrecht Schmidt attempt to use gamification in the business
process. As the conclusion mentioned, it will take considerable until innovation
permeates standards and fulfill the security requirements established in the industrial
domain [ CITATION Kor15 \l 1033 ]. The limitation research is they stated that
gamification can distract the elements which might distract the user in performing the
main work focus. However, in this project, the researcher will simplify the visualization
of the gamification, then develop it in e-commerce business processes.
According Junho Hamari, the clear and completion of goals increase behavior of
positive emotion, such as self-efficacy and satisfaction [ CITATION Juh15 \l 1033 ].
Moreover, badges also has the function as social makers, since the earned badges publicly
visible to other users. Therefore, social proof is more likely to engage in behaviors which
perceive others also to be engaged.
On the other research conducted, Juho Hamari and friends cover the results,
independent variables (examined motivational affordances), dependent variables
(psychological/behavioral outcomes) from performed gamified system [CITATION
Doe14 \l 1033 ]. However, the limitation of this research is small sample size to be
analyzed and proper validated psychometrics were not used. This research paper is quite
irrelevant with this project since it is just generally explained the gamification area in
general, therefore there is no idea or prototype to be implemented in this project.
In 2013, Ranan Bhattacharya conduct a research that most of retailers did not
leverage the power of social computing because social networks are private for some
users. Moreover, from the data collected, 36% respondents do not like to receive mails
from their favorite retailers and 56% claimed that friends and family are their top brand
influencers. [CITATION Placeholder1 \l 1033 ]. Hence, in this project the gamification
must be able to enhance brand awareness through social sharing.
According to Bret M. Esslinger and Richard D. Combs, the customers are tend to
be passive in e-commerce where they tend to be more receiving, accepting and listening
brand information rather than participating [ CITATION Esl13 \l 1033 ]. As the solution,
he proposed to use gift cards in the gamification techniques where the researcher agree
with this idea and will be implemented this method as well.
Based on the research conducted by Juho Hamari in 2013, he analyzed the
implementation of badges in peer-to-peer trading service gamification to encourage user
behaviour [ CITATION Juh13 \l 1033 ]. As the result of research, users who had exposed
to badges are tend to be active in service, list their goods, comment and complete
transaction. However, the limitation of this research is that the badges is not all people
are interested in badges. In this project, the researcher will improve the functions of the
badges to encourage user behaviour, so that it can maximize the number of user who are
interested in badges.
In 2012, Seng Hansun clearly explained that, e-commerce business should find
the techniques to improve the revenue [ CITATION Sen12 \l 1033 ]. The limitation of
this research is that In order to so, gamification should be applied to motivate the
players, create more fun, better design and dynamic.
 In the book titled, Gamification by Design, Gabe Zicherman and Chritopher
Cunningham mentioned that the process of game thinking and game mechanics can
engage the users to solve problems [CITATION ZIc11 \l 1033 ].
Even some of the research papers mentioned that gamification can be distracting,
there are more research papers that agree that gamification is quite useful. Some of the
literature reviews are supporting the idea of engagement issue. Most of the users are tend
to accept, instead of participating in the system.

5. Deliverables
Provide a clear list of the outputs from the project.

The gamification approach will be able to deliver a fun e-commerce website experience
to the users, which is not only easy to learn, but also challenging at the same time. The
gamification will have progress, points, badges, rewards and high score in order to motivate the
users involve with the website. The users are able to operate and run this gamification e-
commerce website using any Browsers in their PC or laptops, such as Mozilla Firefox, Google
Chrome, Internet Explorer and so on.
The alternative approach in achieving the study aims are by giving the points that they
have been collected from playing the games. The points can be used to exchange with the items
which are displayed in the website. The functionalities of the gamification is implemented in a
web based application. The following are the gamification techniques approach which will be
implemented in the website:
1. Allow the customer to register and login as a member inside the system.
2. Allows the customer to get the points from playing the game.
3. Allows the users to check the nominal points for each of the products.
4. Allows the customer to exchange their points with the item product.
5. Allows the customer to mix and match the company product cloths and make into new
outfit look as part of the gamification progress.
6. Allows the customer to play some quizzes as part of the gamification progress.
7. Allows the customer to give rating and reviews as part of the gamification progress.
8. Allows the customer to give the feedback and recommendation from their shopping
experience.

6. References
 Alahivl, T. & Oinas-Kukkonen, H., 2016. Understanding persuasion contexts in health
gamification: Asystematic analysis of gamified health behavior change support systems
literature. Introduction, Conclusion, 1(1), pp. 1, 2,.
Bhattacharya, R., 2013. Social Commerce: The transformation of e-Commerce and Social
Computing.. Transition from eCommerce 1.0 to eCommerce 2.0, 1(1), pp. 3,4,10.
El-Khuffash, A., 2016. GAMIFICATION. INTRODUCTION, 1(1), p. 5.
Eslinger, B. M. & D. Comb, R., 2013. Deeper Customer Engagement Through Gamification
and Gift Cards. New Strategies Emerge for Merchants and Brand Marketers, 1(1), pp.
2,3,4,6.
Gamification at work | Janaki Kumar | TEDxGraz. 2015. [Film] Directed by TEDxGraz. US:
TEDxGraz.
Hamari, J., 2013. Transforming homo economicus into homo ludens: A field experiment on
gamification in a utilitarian peer-to-peer trading service. Introduction, Limitations and
discussion on unsupported hypotheses, Conclusion, 1(1), pp. 236, 241, 243.
Hamari, J., 2015. Do badges increase user activity? A field experiment on the effects of.
Introduction, Background, Theoretical underpinnings, Discussions, Limitation, Conclusion,
1(1), pp. 1,2,3,6,8.
Hamari, J., Koivisto, J. & Sarsa, H., 2014. Does Gamification Work? A Literature Review
of Empirical Studies on Gamification. Introduction, Discussion, Methodological limitations
in the reviewed studies, 1(7), pp. 3025, 3026, 3029, 3030.
Hansun, S., 2012. Gamified E-Commerce (A New Paradigm on e-Media Business).
Introduction, 1(1), pp. 28,29,31.
Korn, O. & Schmidt, A., 2015. Gamification of business processes: Re-designing work in
production and service industry. Introduction, Conclusion, 1(1), pp. 1,2,6,7.
Network Solutions, 2014. What is Ecommerce?. [Online]
Available at: http://www.networksolutions.com/education/what-is-ecommerce/
[Accessed 21 October 2016].
Rodrigues, L. F., Oliveira, A. & J. Costa, C., 2016. Does ease-of-use contributes to the
perception of enjoyment? A case. Introduction, Conclusion, 1(1), pp. 1,2,11.
Zicherman, G. & Cunningham, C., 2011. Gamification by Design. 1 ed. Sebastopol, CA:
O'Reilly Media.