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Gamification I en finansiell kontext

Bergquist, Edvin LU ; Andersson, Ossian and Brodahl, Karl (2025) SYSK16 20251
Department of Informatics
Abstract
The purpose of this study is to investigate the factors determining continuous user-engagement for the elements Avanza Svajper and Milstolpar. By analyzing qualitative insights from both users and Avanza representatives, and interpreting the findings through the lenses of Self-Determination Theory, the Octalysis Framework, and the MDA Framework, this study provides a deeper understanding of the strategic considerations behind the implementation of gamified elements and how game-inspired elements influence user-engagement and perception. The study shows that Avanza implemented these features to enhance user experience and support long-term saving. Milstolpar largely met this goal by visualizing progress and fostering motivation, although... (More)
The purpose of this study is to investigate the factors determining continuous user-engagement for the elements Avanza Svajper and Milstolpar. By analyzing qualitative insights from both users and Avanza representatives, and interpreting the findings through the lenses of Self-Determination Theory, the Octalysis Framework, and the MDA Framework, this study provides a deeper understanding of the strategic considerations behind the implementation of gamified elements and how game-inspired elements influence user-engagement and perception. The study shows that Avanza implemented these features to enhance user experience and support long-term saving. Milstolpar largely met this goal by visualizing progress and fostering motivation, although its effect could diminish when milestones felt distant. Avanza Svajper, launched without firm expectations, was perceived as intuitive and engaging, especially by less experienced investors. While some concerns emerged around impulsive decision-making, both features successfully activated psychological drivers such as curiosity, achievement, and progression. Overall, the findings highlight how game-inspired design can positively influence user engagement when applied thoughtfully within a financial context. (Less)
Please use this url to cite or link to this publication:
author
Bergquist, Edvin LU ; Andersson, Ossian and Brodahl, Karl
supervisor
organization
course
SYSK16 20251
year
type
M2 - Bachelor Degree
subject
keywords
Gamification, Engagemang, Användarupplevelse, Interaktionsdesign, Fintech, Motivation.
language
Swedish
id
9200705
date added to LUP
2025-06-17 08:28:00
date last changed
2025-06-17 08:28:00
@misc{9200705,
  abstract     = {{The purpose of this study is to investigate the factors determining continuous user-engagement for the elements Avanza Svajper and Milstolpar. By analyzing qualitative insights from both users and Avanza representatives, and interpreting the findings through the lenses of Self-Determination Theory, the Octalysis Framework, and the MDA Framework, this study provides a deeper understanding of the strategic considerations behind the implementation of gamified elements and how game-inspired elements influence user-engagement and perception. The study shows that Avanza implemented these features to enhance user experience and support long-term saving. Milstolpar largely met this goal by visualizing progress and fostering motivation, although its effect could diminish when milestones felt distant. Avanza Svajper, launched without firm expectations, was perceived as intuitive and engaging, especially by less experienced investors. While some concerns emerged around impulsive decision-making, both features successfully activated psychological drivers such as curiosity, achievement, and progression. Overall, the findings highlight how game-inspired design can positively influence user engagement when applied thoughtfully within a financial context.}},
  author       = {{Bergquist, Edvin and Andersson, Ossian and Brodahl, Karl}},
  language     = {{swe}},
  note         = {{Student Paper}},
  title        = {{Gamification I en finansiell kontext}},
  year         = {{2025}},
}