People Psyence × KWAP: Let's Ace It

People Psyence® worked with KWAP on a gamification project to socialize KWAP’s values across the entire organization

99%

Active participation rate

74%+

Users surveyed reported that they understood company values better

86%

Average score by users on knowledge test of KWAP values

Overview

People Psyence® embarked on a project to socialise KWAP’s values across the entire organization involving 2 countries. This resulted in Malaysia’s first organization-wide gamification of a corporate values program in financial services.

The Challenge

Kumpulan Wang Persaraan Diperbadankan (KWAP) is a body in Malaysia responsible for assisting the Federal Government in financing its pension liability.

In 2015, its Vision, Mission and Values (VMV) was updated and refined. This was followed by a series of team building activities and on-ground campaigns in efforts to create awareness and understanding of the VMV. A 3-year strategic blueprint formulated in 2018 highlighted the need to develop clear guidelines for how the VMV is reflected in the workforce behaviorally.

With this, KWAP sought to systematically socialize the VMV in a company-wide initiative. The brief required the project to fulfil two main criteria:
  • Quantifiability, so that internal benchmarks can be established and progress tracked long-term
  • To take a human-centric approach in the execution of this project
  • Active involvement of KWAP employees in the process, not just as participants

The Solution: Let's Ace It

People Psyence® developed a two-phased integrated approach to address KWAP’s objectives with a long-term, sustainable view.

Phase 1: Design Thinking

People Psyence facilitated a series of workshops for 179 selected KWAP participants across several departments and 2 locations. Using the Design Thinking method, they were guided to ideate on socializing the 7 values, followed by a prototyping session. The resulting prototypes were put through a feedback and iteration stage, and finally gamified for the platform.

Phase 2: Gamification

The gamified content was built to get KWAP employees to actively engage with the VMV via the Gametize platform. We went one step further and requested additional employee demographics data to analyse for interesting findings which can be used to develop targeted interventions.

Verdict: Gametized!

Usage

Active participation in the gamified challenges
Participation rate 99%
Completion rate of knowledge test on KWAP values
Completion rate 98%

Engagement

When tested on knowledge of KWAP values
Average accurate rate 86%
Agreed they were more aware & knew how to demonstrate KWAP's values & behaviors
Number of users 74%
  • 500+ redemptions for rewards using the game point
Quantifying outcomes: This is the first time KWAP was able to measure the effectiveness of socializing their values programme, enabling the organization to continue identifying gaps and areas of improvement, as well as managing performance from a values perspective.
Targeted intervention: Project outcomes segmented by data such as age group and departments give insights to KWAP to understand issues experienced by specific groups – a more efficient and elegant solution compared to a blanket approach.
In-depth understanding: People Psyence mapped the KWAP values against the Octalysis framework – a human-centered gamification design framework, which is a popular approach known for userengagement. This exercise added a layer that takes into account human motivation in carrying out the gamified activities. From the Octalysis chart, KWAP better understands what drives their staff and can continue to promote their values programme in a more targeted manner.
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KWAP has always embodied a ‘people first’ approach, so we wanted our staff members to be as involved as possible. People Psyence® ticked all our checkboxes. With the Design Thinking workshops and gamified challenges, everyone experienced the values program from start to finish. This project also resulted in very useful insights for us, so we can continue to embark on high-impact initiatives.

Amelia Rhosky

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Assistant Vice President, Human Resource, KWAP

This case study was provided to us by our Channel Partner, People Psyence, who assisted this client to create their gamification strategy using the Gametize Platform.
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