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Purpose This paper aim to propose a model of analysis that justifies gamification as an adequate tool to improve the design of services through the human centered design (HCD) methodology. Design/methodology/approach The present study is a conceptual contribution. Based on the information provided by the academic literature on the design of services, HCD and gamification, the suitability of the proposed model is justified to help the servitized companies to improve the design of their services. Findings There is a gap in the academic literature about how a servitized company develops its service design process; consumers demand experiences through services; involving consumers in the co-creation of value and co-design of services can guide servitized companies to achieve success with servitization; gamification is an effective tool as a relational marketing strategy. Research limitations/implications The review of the literature carried out in this paper provides a solid theoretical basis for future researchers in the area of servitization, service design and relational marketing. However, given the conceptual nature of the research, it is necessary to validate empirically the proposed model. Practical implications The proposed model can be useful as a reference for manufacturing companies to guide their servitization process. The study extends the debate on how to integrate the design of services by presenting a model of development based on gamification. Originality/value Having knowledge of the end-user is essential throughout the service design process and gamification can be achieved as a HCD technique.

Purpose This study aims to investigate the impact of utilitarian, hedonic and social emotional mechanics in gamified digital platforms on the components of value co-creation. Design/methodology/approach Hypotheses are proposed to test the emotional mechanics of gamification as antecedents of value co-creation in terms of the components of the DART (dialogue, access, risk assessment, transparency) model. The Nike+ gamified digital platform is used as the context for the empirical analysis. The hypothesis testing is performed from the consumer perspective, with data gathered using a questionnaire sent to users of the Nike+ application. Findings The social emotional mechanics of gamification have a positive impact on the value creation components of dialogue, access, transparency and risk. Utilitarian and hedonic mechanics also exert an impact on the value creation component of access. This study contributes to the value co-creation literature. The findings also reveal the role of customer emotions in embracing gamified platforms in a business-to-business-to-consumer (B2B2C) ecosystem. Practical implications Practitioners and consumers in B2B2C ecosystems can gain insight into how to interact in digital gamified platforms and how to co-create value. This study shows the importance of customers’ emotional mechanics when participating in gamified platforms. The results can help organisations ensure the success of their value co-creation processes. Originality/value This paper proposes a combination of approaches that have traditionally been studied in isolation, placing emotions at the heart of the value co-creation paradigm.

This chapter describes the process of designing, developing, and implementing a gamification strategy in a Production Management course. The online tool Genially was used for this purpose. The strategy of using gamification as a learning method allows students not only to acquire and enhance their learning but also to develop competencies and capabilities such as problem solving, teamwork, communication, information management, and critical thinking. It also incentivizes learning self-regulation in an attractive way, thanks to the potential of games to influence the behavior and motivation of students. This chapter lists the steps required to develop and implement gamification in the classroom, describes the implementation of gamification in a specific course, and discusses the results of the experience.

Service design through the emotional mechanics of gamification and value co-creation: a user experience analysis,