“互联网+垃圾分类”产品的游戏化设计策略研究

目的 研究游戏化理念介入“互联网+垃圾分类”产品的设计思路与策略，以求完善优化“互联网+垃圾分类”产品的设计与开发机制，从而促进我国垃圾分类治理工作的开展，并为互联网产品的游戏化设计研究提供有价值参考。方法 调研“互联网+垃圾分类”产品现状，针对存在的问题论述游戏化理念介入产品设计的必要性，并结合诺曼的情感化设计三层次归纳“互联网+垃圾分类”产品的游戏化层级及设计要素。通过用户调研深入洞察用户使用产品的意愿与需求，构建“互联网+垃圾分类”产品的游戏化设计框架，以“校园趣分吧”小程序设计实践为例，具体阐述产品游戏化设计策略与方法。结论 提出“互联网+垃圾分类”产品的游戏化设计应从“整合内外动机、联动线上线下机制、优化功能内容与表现”三层次入手，针对各游戏化层级要素展开优化设计并有机融入用户产品使用的各阶段，从而有效激发与维持用户兴趣，激励用户使用并延续使用行为，赋予用户参与垃圾分类的获得感、趣味感与价值感，达到提升大众参与垃圾分类积极性的目的。

Gamification Design Strategy of "Internet + Garbage Classification" Products

The work aims to study the design ideas and strategies of applying the concept of gamification to "Internet + garbage classification" products, so as to improve and optimize the design and development mechanism of "Internet + garbage classification" products, promote the development of garbage classification and governance in China, and provide valuable references for gamification design research of Internet products. By investigating the current situation of "Internet + garbage classification" products, the paper discussed the necessity of the gamification concept in product design against the existing problems, and summarized the game based levels and design elements of "Internet + garbage classification" products in combination with Norman''s emotional design at three levels. Through user research, an in-depth insight into users'' willingness and needs to use products was conducted, a gamification design framework for "Internet + garbage classification" products was built, and the design practice of "Campus Qufen Ba" applet was taken as an example to specifically elaborate the game based design strategies and methods of the product. It is proposed that gamification design of "Internet + garbage classification" products needs to start with "integrating internal and external motivations, linking online and offline mechanisms, and optimizing functional content". Optimization design should be carried out for the elements of each gamification hierarchy and organically integrated into each stage of user product use, so as to stimulate and maintain user interest, encourage users to use and continue their use behaviors, and give users a sense of gain, interest and value in participating in garbage classification, so as to effectively enhance the enthusiasm of the public to participate in garbage classification.