Majestic Gamification:a case study in the adoption of a service innovation


Purpose: A case study is presented concerning a gamified awards system designed to encourage software users to explore a suite of tools, and to share their expertise level in profile pages. Majestic is a high-tech business based in the West Midlands (UK) w hich offers a Link Intelligence database using a Software as a Service (SaaS) business model. Customers leverage the database for tasks including Search Engine Optimisation (SEO) by using a suite of web-based tools. Getting to know all the tools and how they can be deployed to good effect represents a considerable learning challenge, and Majestic were aware that. Design/methodology/approach: We present the development of Majestic Awards as a case study highlighting the most important design decisions. Then we reflect on the development process as an example of innovation adoption, thereby identifying resources and cu ltura l factors which were critical in ensuring the success of the project. Findings: The gamified awards system makes learning the tools an enjoyable, explorative experience. Success factors included identifying a clear business goal, the process/ project f it, senior management buy in, and identifying the knowledge and resources to resolve t echnical issues. Originality/value: Prior to gamification of the system, only the most expert users regu larly utilized all the tools. The user base is now more knowl edgable about the system and some users choose to use the system to publicize their expertise.

Divisions: College of Business and Social Sciences > Aston Business School > Operations & Information Management
College of Business and Social Sciences > Aston Business School > Advanced Services Group
College of Business and Social Sciences > Aston Business School
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Event Title: International Gamification for Business Conference 2015
Event Type: Other
Event Location: Science Park Aston
Event Dates: 2015-09-21 - 2015-09-22
Uncontrolled Keywords: gamification,search engine optimisation,innivation adoption
Last Modified: 11 Jan 2024 08:23
Date Deposited: 11 Nov 2015 12:25
PURE Output Type: Conference contribution
Published Date: 2015
Authors: Uren, Victoria (ORCID Profile 0000-0002-1303-5574)
Andrews, Daniel (ORCID Profile 0000-0001-8347-0267)
Fitzpatrick, Steve
Pitchford, Steve



Version: Accepted Version

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