Industrial Gamification

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Period: 2015 ~ 2016
Grant: Hyundai Motor Company
Budget: $80,000
Partner: Manufacturing System Technology R&D Team



Recent productivity-oriented technologies (e.g., industrial robots, assistive wearable tools) have more focused on production capacity rather than workers roles and experiences in the manufacturing process, and as a consequence, task have become simple and repetitive which is detrimental for work motivation. In this context, the aim of this project is to improve worker’s motivation and experience during current monotonous work (e.g., bolt tightening). We focused on Gamification as an effective design approach to improve worker’s intrinsic motivation by augmenting playful goal and feedback to previous demotivating context.




  • Observed the car assembly line to develop the worker’s cognitive model and persona
  • Designed gamification scenarios to increase motivation in the workplace
  • Led in-situ usability testing of industrial gamification
  • Tools: Cognitive task analysis, experience sampling method, physiological assessment, video analysis






  • Seo, K., Fels, S., Kang, M., Jung, C., & Ryu, H. (under review). Goldilocks conditions for workplace gamification: How narrative persuasion helps manufacturing workers create self-directed behaviors. Journal of Operations Management.





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