Broken Product? Still successful! The power of Octalysis Epic design

Why Epic Meaning and Calling Matters

Core Drive 1: Epic Meaning & Calling can be the Core Drive that keeps your users with you for the long term regardless of flaws in your product.

In Actionable Gamification: Beyond Points, Badges, and Leaderboards, Yu-kai explained how Waze (which you might think is “just” a GPS tool), used Epic Meaning and Calling to inspire users to outsmart traffic every day and know what’s ahead: accidents, police, hazards, jams.

The idea of collaborating to slay the evil Traffic monster was so powerful, that instead of uninstalling the app when encountering a broken map, users clamored to fix the errors in the app and help others avoid that same problem. Now THAT is user engagement!

Faith in the vision

Yu-kai Chou was actually one of these early evangelists, forgiving the app for bringing him to the wrong locations on several occasions:

How powerful is that? When you fail in your core competency, instead of deleting the app in anger, users actually rush to solve the problem for you. Again, when it comes to Epic Meaning & Calling, what makes you happy is irrelevant. It’s about the bigger meaning and higher vision. And when you see a crack in that higher vision you believe in, you become fearful that others will see that crack and lose faith in the vision. As a result, you take it upon yourself to fix it.

Now Waze has 85 million users

In a few short years, Waze was acquired by Google for USD $1 billion. Not bad for selling a vision.

The Onboarding for Waze doesn’t shout epic meaning and calling (beyond the cute little Waze bubbles backdropped by hearts), but instead calls the user’s attention to Core Drive 2: Development & Accomplishment and Core Drive 4: Ownership & Possession through the following:

  • Know what’s happening on the roads in real-time (CD4)
  • Avoid traffic with route updates as conditions change (CD2)
  • Get alerts about accidents, hazards, and police ahead (CD2/4)

Interestingly, Waze’s next screen–the Waze(TM) End User License Agreement–begins with a Core Drive 1: Epic Meaning & Calling message:

You’re about to join the first network of drivers working together to build and share real-time road intelligence (the “Service”). Since Waze(TM) is 100% user generated, we need your collaboration and patience!

The policy goes on to read that usage of the app is your sole risk and that Waze (Google) will be collecting your data, including “a detailed history of all of the journeys you have made while using the Waze application”.

The Core Drive 1 message can help to get users to enter into this bargain (especially if the user is particularly concerned with privacy).

Keeping 85 million users satisfied

An 85-million strong user base can’t only be held together with Core Drive 1, so Waze has also grown their feature list:

  • Automatically reroute around traffic as conditions change on the road (CD2)
  • Get police and speedcam alerts while you drive (CD2/7/8)
  • Hear road directions by celebrity voices or the average Joe (CD4/7)
  • Record your own custom voice directions to guide you on the road (CD4)
  • Know how long your drive will take before you start driving (CD2/4)
  • Find gas stations and the cheapest gas prices on your drive (CD2/8)
  • Earn points and gain status as you contribute with road info (CD2/5)
  • Low data usage from your phone (CD2)
  • Waze works anywhere in the world (CD4)

For drivers who really don’t like to waste time or money:

  • Get notified when it’s time to leave for your destination by setting your drive in advance (CD2/4)
  • Let Waze tell you when it’s time to leave for your events by syncing your calendar with Waze (CD4)
  • Save time looking for parking with Waze parking suggestions by your destination
  • Choose to be routed on toll roads or to avoid them (CD2/3)
  • Get a sound alert if you exceed the speed limit with the speedometer (CD8)

Could Waze Lose its Way?

Epic Meaning and Calling brought and kept many Waze users, and Waze still feels different to many other equally capable GPS apps on the market.

As Yu-kai describes,

This ties back to the core of Human-Focused Design. You play a game not because you have to, but because you enjoy doing so. You use Waze not because there aren’t any other good GPS apps out there that can report to you traffic conditions, hazards, and watchful policemen; you use it because it’s fun and you enjoy the experience the most. And just like Mjolnir, Thor’s mighty hammer known for leveling mountains, this is no ordinary tool- it evens slays traffic!

 

But even Apple could lose its way if it doesn’t stay true to its ‘Think Different’ mantra, Waze could lose users if it doesn’t maintain the Epic Meaning and Calling it instilled from the beginning.

Gaining and maintaining your position

Many of the 85 million users are now in the Scaffolding or Endgame phase of their player journey. So long as they believe in Waze’s Epic mission and as long as they have build up enough Core Drive: Ownership and Possession, they will probably stay with Waze. It could be possible for other GPS apps to provide more Core Drive 3: Empowerment of Creativity & Feedback and provide a better GPS choice, but because of Status Quo Bias (Core Drive 8: Loss and Avoidance) most Waze users may not switch.

 

Contact us today to hear how we can help you maintain your position with additional Core Drive 1: Epic Meaning and Calling.

At The Octalysis Group, we know that no product, service, or app is safe from competitors, and we’ve helped hundreds of companies break into and remain leaders in their competitive marketplaces.

 

joris@octalysisgroup.com

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