The design of a hybrid cultural model for Arabic gamified systems. (November 2016)

• Record Type: Journal Article
• Authors: Alomar, Noura; Wanick, Vanissa; Wills, Gary
• Is Part Of: Computers in human behavior. Volume 64(2016)
• Page Start: 472
• Page End: 485
• Publication Date: 2016-11
• Subjects: Gamification -- Game element -- Localisation -- Culture -- Motivation -- Arabic; Interactive computer systems -- Periodicals; Man-machine systems -- Periodicals; 004.019
• DOI: 10.1016/j.chb.2016.07.045
• Languages: English
• ISSNs: 0747-5632

Abstract

Abstract: The growing popularity of gamification in the global environment increases the importance of balancing factors that affect user engagement, satisfaction and acceptability in different cultures. While the main motivation behind gamifying software systems is to improve user engagement, an adverse effect might happen if the design and functionality did not consider users' cultural requirements. This paper presents a hybrid cultural design model for localising Arabic systems that takes into consideration the visual elements of user interfaces as well as the functionality and cultural factors of Arabic countries. We start by introducing design guidelines for localising Arabic systems and then evaluate the designed localisation criteria by conducting questionnaires and interviews. We base our studies on the factors that could affect the productivity levels of software engineers who use gamified software project management tools in their workplace. 63 software engineers participated in a mood board based questionnaire composed by different visual elements, rewards and achievements. To validate our findings, seven experts were interviewed. Those were software developers and designers. Based on our results, we propose a hybrid cultural design model, composed of personalised elements, localised elements and non-localised elements. This paper also proposes the first comprehensive model for localising Arabic gamified systems. Highlights: A hybrid design model for the localisation of Gamified Systems in Arabic cultures. Arab systems could integrate universal, localised and personalised elements. Arab users would prefer to receive monetary rewards instead of social rewards. Arab users showed preference towards colouring features and badge design. The design model utilises visual elements and game design principles.