Enhancing User Experience through Gamification and Persuasion

by IE Global Alumni Relations

Off Campus

Thu, 30 Aug 2018

5:30 PM – 8:00 PM

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Mesh (Study)

Tordenskioldsgate 3, Oslo, Norway

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Did you know that booking.com is considered the most persuasive selling page in the world? Booking is the master in using gamification and persuasive techniques on the search results page. Gamification – the use of game design elements to motivate people within non-game contexts – is a hot topic, as businesses try to better engage customers and employees. Over 70% of Global 2000 firms have at least one gamified application or process. So let’s learn more about it. Leading firms are engaging in the practice of gamification, using the techniques of video game designers to serve objectives as varied as marketing, human resources management, productivity enhancement, training, innovation, and customer engagement. Drawing upon motivation & behavior science, symbolic capital, self-determination theory and aspirational goals, we will examine some characteristics of the successful gamification activities in use at exemplar firms.

The session will be followed by a networking cocktail, so discussions can continue with our professor, fellow attendees and some of our IE alumni in case you might want to hear about their personal IE expereince

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Mesh (Study)

Tordenskioldsgate 3, Oslo, Norway


Jose Esteves


José Esteves, PhD in Software-Information Systems and top professor of technology and Innovation at IE Business School in Madrid talks about information systems with intensity and a passion that is founded not only in the technology itself but also in the human side of these Systems. He has been included in the 2017 Thinkers50 shortlist of the 8 digital thinkers  most likely to shape the future of managing and leading organizations.

Focusing on areas such as the implementation of digital transformation, innovation, enterprise systems, cybersecurity, more recently, gamification, Prof. Esteves believes it is the way people interact with information technology that will determine the success or failure of its implementation. A wealth of experience in the corporate world underpins this belief. He is co-author of Value in a Digital World (Springer, 2017) book and his ideas have been published in top journals such as MIT Sloan Management review, and HBR, and has been featured in many media outlets including Financial Times.


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