The Octalysis Framework
The Octalysis Framework is used to analyze and understand human motivation. It incorporates eight core drives that influence behaviour in gamified experiences. The framework helps designers and developers create engaging and motivating experiences by leveraging these core drives effectively.
Let’s take a closer look at each core drive and how it can be applied in education and learning.
Core Drive 1: Epic Meaning and Calling
We all want to feel like we are part of something bigger than ourselves. It's this very feeling that drives us to vote in elections or sign petitions for causes that matter to us – to make a difference.
In education, we can leverage this by emphasising on how mastering a new skill can open doors to new opportunities.
Core Drive 2: Development and Accomplishment
Rewards are meaningless without a feeling of accomplishment.
When we overcome obstacles and challenges to meet our goals, we feel a sense of accomplishment which motivates us to work harder, develop our skills, and witness our progress.
Setting clear goals and milestones for learners to achieve is one way we take advantage of this core drive in education. Then give them feedback and recognition for their progress, using things like points, or certificates.
Core Drive 3: Empowerment of creativity and feedback
Being given the space to solve a problem using out-of-the-box thinking, gets us motivated to try different ways of getting the desired result.
When we allow learners to express their creativity and problem-solving skills while providing timely feedback, we encourage improvement. For example, giving immediate feedback on quizzes and assessments taps into this core drive.
Core Drive 4: Ownership and Possession
Let’s face it – we like owning stuff! And the more rare or expensive the thing is, the better we feel. This makes for a great motivator.
In education, we give learners a sense of ownership over their learning journey by letting them choose their learning paths or topics of interest.
Core Drive 5: Social Influence and Relatedness
When we see a friend who is amazing at some skill or owns something remarkable, we are driven to reach the same level.
“Customers who bought this item also bought…”
Have you ever come across this phrase while looking for products on Amazon? About 60% of Amazon’s revenue comes from the recommendations section (2021 statistics).
Using this core drive makes it one of the most powerful and long-lasting tools for motivating people.
In the context of education, the use of behavioural nudges and social norming (from the behavioural science theory) evoke this feeling in learners.
Behavioural nudges are "gentle pushes" in the right direction which guide individuals towards making more favourable choices. For example, placing healthy food options at eye level in a grocery store makes buyers more likely to notice and choose healthier options.
Social norming is a behaviour change strategy that leverages social influence to encourage individuals to adopt certain behaviours or attitudes. For example, a campaign phrase may say “Littering is not the norm: Be part of the solution.”
Core Drive 6: Scarcity and Impatience
Have you ever wondered why we always want what we can’t have? Well, it’s something we are all born with - that desire for things that are limited or time-bound.
Since it's really hard to get, its value in our minds becomes much higher. This leads to a feeling of needing it quickly and looking forward to it.
In education, we can take advantage of this drive by offering limited-time access to certain premium courses to encourage learners to quickly enrol and complete modules.
Core Drive 7: Unpredictability and Curiosity
“Curiosity killed the cat”
We all grew up hearing this phrase. It was meant to deter us from poking our noses where they don’t belong. But let’s face it – we are attracted to the unknown.
Weaving our lessons around stories that have good hooks brings out suspense in learners, so they want to continue learning to know what happens next. The inclusion of "mystery" modules that learners can unlock by completing specific challenges also leverages this drive.
Core Drive 8: Loss and Avoidance
It's a natural human tendency to avoid losing things we've worked hard to get.
Psychology shows that we're more likely to do things to prevent losing than to gain something.
Duolingo capitalizes on this by using streaks. They encourage users to use their app every day to build a habit. If you keep up the habit, you earn more points. Learners have to meet daily goals to keep and improve their streak. If they miss a day, their streak goes back to zero.
