Case Study: Science Centre Board (Nudge Nudge) – Gamifying Sustainable habits for Consumer Engagement
Science Centre Singapore, a hub for science education and exploration, sought to encourage public interest in sustainability and provide a fun way to explore exhibits, allowing visitors to participate in a guided journey through the Science Centre’s attractions via Gametize.
842
Players
11,894
Completions
569
Achievement Unlocked
About The Client
Science Centre Singapore is a renowned science museum and education center that specializes in creating interactive exhibits and programs. They focus on promoting public interest in science, technology, and sustainability to inspire lifelong learning and curiosity. By offering hands-on experiences and educational resources, Science Centre Singapore aims to empower visitors with knowledge and encourage a deeper understanding of science and the world around us.
The Challenge
Science Centre Singapore aimed to encourage the public to actively monitor and manage their sustainability-related habits and engage with the Centre’s exhibits. The specific challenges included:
- Overcoming a lack of interest in sustainability due to perceptions of the topic being boring or irrelevant.
- Addressing the disconnect between the benefits of sustainable practices and the public’s understanding or motivation to participate.
- Engaging visitors in meaningful ways to track and reflect on their sustainability habits, given the current lack of convenient tools and resources to facilitate continuous habit monitoring.
Goals
The goal is to create a user-friendly and engaging platform that promotes interest in sustainability and empowers users to track their environmental habits. The specific goals were:
- Increase Awareness: Cultivate a baseline understanding of sustainability and promote active tracking of sustainability-related environmental data.
- Promote Sustainable Practices: Encourage users to adopt sustainable habits that reduce their carbon footprint and foster a better understanding of sustainability data.
The Target Behaviors
The target behaviors for users of the “Nudge Nudge” initiative by Science Centre Singapore, focused on sustainability and engagement, includes the following:
- Active Participation in Sustainability Challenges: Engage with gamified challenges that promote sustainable actions, such as reducing waste, conserving energy, and adopting eco-friendly practices, to encourage continuous learning and behavior change.
- Habit Formation & Consistent Tracking: Develop and maintain sustainable habits by regularly tracking environmental data (e.g., carbon footprint, energy usage) through the platform, promoting long-term commitment to sustainability.
- Completion of Educational Modules: Complete sustainability-focused educational modules to increase awareness and knowledge, making informed choices that lead to more environmentally friendly behaviors in daily life.
The Solution: Nudge Nudge
The overall solution “Nudge Nudge” is designed to be both educational and engaging, utilizing quizzes, interactive guides, and targeted challenges to encourage users to adopt more sustainable habits in a fun, gamified way.
It offers a personalized experience by allowing users to discover their sustainability personality, tailoring the content to match their values, whether they are wellness enthusiasts, trendsetters, or thrifty consumers.
Beyond raising awareness, the game emphasizes action, prompting players to take concrete, measurable steps towards environmental sustainability, making it both informative and practical.
Nudge Personality Quiz: "Discover Your Personality"
This topic is structured to help users understand their habits and values related to sustainability. Purpose: By answering questions in this quiz, users can discover which aspects of sustainable living resonate most with their current behavior.
Sustainability Targeted Challenges: "Your Sustainable Actions!"
This topic offers specific challenges to encourage users to make small but impactful changes in their daily lives to be more sustainable. Challenges like reducing water usage, optimizing energy consumption at home, recycling, or focusing on mindful consumption habits are featured.
Interactive Guided Experience: "Explore Science Centre"
This topic offers an immersive and educational experience for users to explore climate-related exhibits at Science Centre Singapore in an interactive format. It guides them through key exhibits while educating them on sustainability and science-related topics.
The numbers...
A total of 842 players participated, resulting in a high engagement rate of 73.16%. Collectively, these participants completed 11,894 challenges and unlocked 569 achievements, demonstrating the effectiveness of the project’s gamification features in promoting sustainable behaviors.
These metrics highlight the project’s success in fostering sustained user involvement and encouraging the adoption of eco-friendly practices.
Verdict? Gametized!
Overall, Nudge Nudge was a resounding success in fostering user engagement and promoting sustainable behaviours through gamification.
With an impressive engagement rate of 73.16%, Nudge Nudge saw over 11,894 challenge completions from 842 players, contributing to 569 achievements unlocked since its inception.
The interactive learning experience and well-crafted learning journey effectively drove participation and motivated users to adopt eco-friendly practices.
This combination of engaging content and meaningful challenges underscores the project’s success in turning sustainability into an actionable and enjoyable pursuit for its participants.