Why does gamification challenge the UX?
Gamification is increasingly being used in app interfaces due to its positive effects on users, who perform actions or acquire knowledge — for example, learning a language — through processes that mimic video game elements.
These elements should make interaction with the product more engaging, enjoyable, and even addictive. However, in practice, many web interfaces encounter challenges that affect the effectiveness of this strategy.
Rewards: motivation or distraction?
When we think of gamification, the first things that come to mind are points, badges, and trophies. While these incentives initially capture attention, they come with a problem: motivation based solely on external rewards tends to fade over time. Users may begin to complete tasks just to earn a badge rather than focusing on the actual purpose of the application, making the experience feel mechanical and meaningless.
Gamification should be designed as a complement that enriches the experience without replacing the primary reason users engage with the platform. It should not be the main reason for using an app.
In this regard, we must distinguish between two types of rewards:
Extrinsic rewards
These are external incentives not directly related to the core value or purpose of an activity. They usually take the form of tangible or visible elements like points, badges, trophies, or achievements earned after performing an action.
For example, in a learning app, users might earn stars for completing an exercise or unlock achievements for maintaining a streak of consecutive days.
While these rewards can be effective at first, they tend to lose their appeal over time, as they feel detached from the real value that the user gains from the platform.
Intrinsic rewards
These rewards come from personal satisfaction and the enjoyment of an activity itself. They are based on the user’s connection to the activity, aligning with their motivations and goals.
Research shows that elements focusing on personal progress, such as developing a skill or achieving a milestone, strengthen the user’s relationship with the product.
Turning tasks into games?
Caution is necessary when trying to turn tasks into games, especially in areas where users lack the motivation to enjoy the process.
On platforms with a serious purpose, such as financial or educational apps, excessive gamification can become counterproductive. In learning platforms, the focus should be on content quality and how it helps users achieve their educational goals in a meaningful way.
For instance, in a language-learning platform, the priority should be helping users make real progress and gain fluency rather than focusing on external rewards like streaks or correct answers.
While points and badges can support the process, they shouldn’t replace the significance of the content.
How to use notifications effectively
Another common issue in gamification is excessive notifications. If not managed properly, they can become annoying distractions.
At first, they may seem helpful, but if users feel bombarded, they will likely disable them. The key is to ensure notifications are contextual and useful rather than intrusive.
Additionally, giving users control over the frequency and type of notifications prevents them from feeling like they’re losing control of their experience.
Personalized gamification
Finally, and perhaps most importantly: personalization. Everyone enjoys experiences tailored to their needs.
With the rise of similar apps, those offering personalized experiences tend to stand out. Not all users respond the same way to the same incentives, which is why customizable gamification tools — allowing users to set personalized goals and rewards — create a more lasting impact.
Gamification is not a magic solution for all UX problems. If a product lacks real value or fails to meet an actual need, simply adding games and rewards won’t ensure user retention.
Gamification should be a tool that enhances the experience — not a substitute for it.
This is a translation of the following article from our corporate website:
