- GAMIFICATION
- INCENTIVATION
- TRAINING
- MOTIVATION
- UX
- RESEARCH
- WORKSHOPS
- DEFINITION
- IDEATION
- UI DESIGN
- MOBILE
- DEVELOPMENT
Conceptualisation, design and construction of the gamified initiative Formula Gestamp. An innovative way to enhance knowledge within organisations.
Gamification
as a training techniqueIncentive
as a way of involving the employeeTime to Market
in weeksA client who always gives us confidence
Gestamp is a global company dealing in the design, development and manufacture of metal components for the car industry, present in over 23 countries and with which BABEL has been working on a regular basis since 2013.
The sometimes inorganic growth of Gestamp means that the way factories work must be rethought in order to optimise manufacturing processes and make their production lines more efficient and save costs. This involves creating new ways and methods of work, and training their employees in these methods.
Specifically, GPCS training aimed at new working methods was given to more than 2,000 employees in over 15 countries, with the assistance of 41 teachers.
How to transfer training to a gaming context
The need to internalise training in the new working method that was created led to the birth of Formula Gestamp, which sought to assess training knowledge and give visibility to participants, all while gathering feedback from them under a novel aspect proposed by Babel, using gamification techniques.
Other secondary goals sought included:
- Giving visibility to the results and people involved.
- Generating a team from the groups that trained together.
- Establishing a two-way channel for communications and to receive feedback from the different groups (surveys).
- Providing the initiative with an innovative, avant-garde and engaging aspect, while generating a pride of belonging.
- Encouraging the mobilisation of employees who have received the training.
Conceptualisation, design and development
A mobile app was designed based on a scheme of challenges and rewards based on a score achieved, guiding and encouraging employees in the desired behaviour: knowledge of a new way of work.
The dynamics consisted of standard questions:
- True / False
- Survey type
- Video viewing
- Answer and enter response
The “game” was translated into a creative metaphor set in the Formula 1 world, where action-oriented contexts and feelings are evoked, dynamics, racing feelings, achievement orientation, etc., and where knowledge of the method allowed you to overtake your competitors.
Trained employees compete at individual level, at team level (all those who have been students of the same teacher) and at national level.
In addition to the context of the app, the actions to boost a communications plan comprised of a teaser phase and a resolution phase, where you were also reminded and encouraged to continue in the competition through smart-rankings published on the intranet (individual, team, country...) before ultimately giving visibility to winners.
The initiative was structured around an informative landing of the initiative containing the regulations, app download, prizes, etc.
Apart from individual and team challenges, a collective challenge was set: if a defined global score was reached, Gestamp would donate an amount to help foster sustainable habits in schools.
In addition, merchandising material was generated for all employees taking part in the initiative, as well as badges for the winners (gold, silver and bronze moleskines).
Find out about the result
-
01
Average appraisal of the initiative by employees of 8.5 / 10
-
02
Reinforcing a new method
throughout the Gestamp group
-
03
80% participation of trained employees
