The goal of Qwertee is to sell t-shirts and hoodies, and aim to do so by creating a community whose members vote the designs that will be printed on shirts and hoodies; members are pop/nerd people, with interests in videogames, anime, movies, etc.

Define Business Metrics

– A verage number of sold shirts
– Number of +1/Likes on G+/Facebook
– Number of reshare on G+/Facebook/Twitter
– Number of comments on G+/Facebook
– Number of votes on Qwertee

Define Desired Actions

Discovery:
– Learn about Qwertee
– See a selection of interesting designs
– Access Qwertee site
Onboarding
– Surf current and future designs
– Share Qwertee designs with friends
– Learn about Qwertee working (costs, shipping, etc.)
– Subscribe to updates
– Subscribe to G+/Facebook/T witter page
Scaffolding:
– Receive and read daily deals
– Participate in daily draws by +1/sharing/commenting
– Visit Qwertee and vote future designs
– Participate in forum
– Buy shirts
Endgame:
– Submit/propose designs
– Participate in forum management
– Become a Qwertee local dealer

Define User Types

Players will be people interested in nerdy/pop things, so people likely to be involved in communities (like Star Wars fan forums, etc.); for them a t-shirt isn’t just something to wear, but is a way to show something of themselves.
According to Marczewski player’s types:
– Free spirit, because wearing clothes linked to something we really love is a way to express ourselves and our passions
– Socializer, because it’s likely users are in communities dedicated to the things they love
In current Qwertee’s design there isn’t really something to appeal other player’s types, so we will think about how to make them interested in Qwertee’s products.

Define Feedback Mechanics

As interaction media, Qwertee uses its site, G+, Facebook and Twitter. As feedbacks currently employed:
• Countdown Timers (Core Drives 6 and 8)
• Reminder of deadlines on G+ and Facebook (Core Drives 6 and 8)
• T -shirt giveaway (Core Drives 7)
• Blog, G+ and Facebook posts to announce information (Core Drives 6 and 7)
• Buttons clearly visible, which change color when clicked (Core Drive 2)
Incentives and Rewards

Current incentives and rewards employed:

• Social Community (forum, G+, Facebook and Twitter)
• Feeling of accomplishment (voting and proposing designs)
• Easter Egg Surprises (free unannounced candy with each purchase)
• Free shirts (via different things: sharing, etc.)

Level I Octalysis Ideation Process

Current things appealing to Core Drives:

Core Drive 1: Epic Meaning & Calling
Almost nothing; a bit of Elitism since few people in the world will have each shirt, but this Core Drive isn’t used in Qwertee.
Core Drive 2: Development & Accomplishment
• Clear design, so users always know what to do: big, blue buttons, which becomes green when clicked

Core Drive 3: Empowerment of Creation & Feedback
• It’s possible to submit yours design and to see it on t-shirts
• Members voting on which t-shirts will be done next

Core Drive 4: Ownership & Possession
• If you propose or vote a design you start to feel it as your own, so it’s more likely you’ll buy it
• There is a bit of Monitor Attachment, since if people check votes to see if their loved design are winning they
will develop a sense of ownership over them

Core Drive 5: Social Influence & Relatedness
• Entry Level Watercooler: Qwertee pages on G+ and Facebook
• Sharing makes easier for people to know new designs, and there are on-site buttons for easy sharing (and this
sharing is driven by Core Drive 7 thanks to the chance to win a free shirt)
• On-site forum
• T-shirt designs are about things people can relate to

Core Drive 6: Scarcity and Impatience
• Easy sign-up process (to vote and buy), so users feel more committed
• Dangling: current t-shirts are showed as first thing in home page
• Countdown Timers to create an urgency to buy shirts, and Torture Breaks as you have to wait to know the new
design
• Appointment Dynamics, since each day there are new designs, with reminders as post on various social media

Core Drive 7: Unpredictability & Curiosity
• New designs are revealed daily, so people are curious about which one will be the next
• Easter Eggs: when you buy a shirt, it comes with an unannounced pack of candy; this is sweet and make users
feel better, but it could be better, since it require the user to have already bought
• Rolling Rewards: there is a chance to win free shirts

Core Drive 8: Loss & Avoidance Nothing here.
Current Qwertee’s Octalysis

New Qwertee Design

To make Qwertee more engaging, we can work on different Core Drives (here I list only what I add to current design).

Core Drive 1: Epic Meaning & Calling
• Each time a shirt is bought, part of the profit goes to a fund to give free shirt to people in need

Core Drive 2: Development & Accomplishment
• Status Points based on purchases and activity on the site; these points will showcase expert people on the site, which could help users and in return will have more chances to win free shirts and free shipping (which will tap on Rightful Heritage, since they win free shipping, but to have it they have to buy a shirt)
• After a fixed amount of purchases users will win free shipping on a shirt of their choice; this will act as a Fixed Action Reward, and will tap in Rightful Heritage

Core Drive 4: Ownership & Possession
• Sets of shirts (like the four elements from Avatar: The Last Airbender) could bring people to buy more shirts to have the whole set; this could be done by voting also on sets, and not just on shirts
Core Drive 5: Social Influence & Relatedness
• Adding a new way to win a free shirt via social interaction: sharing a photo of the user wearing it with hashtag #QwerteeOnMe, so people see shirts actually used (which taps also in Conformity Anchors: our peers are wearing the shirts!)
• If a new user buys a shirt indicating another user as referral, both have a chance to win that shirt for free or free shipping (which tap in Rightful Heritage)
• Mentorship based on Status Points
• Creating groups in the forum (like, a Firefly group, an Avatar group, etc.), letting them share, discuss and
propose designs, would increase the social engagement Core Drive 6: Scarcity and Impatience
• Magnetic Cap: a cap on how many votes a user can give daily could add a sense of urgency to use them all Core Drive 7: Unpredictability & Curiosity

• Voting gives a chance to win the free shirt: Magnetic Caps avoid people voting all designs just to win, and if designs they voted win people could feel ownership over them (appealing Core Drive 4)
• Rolling Rewards and Easter Eggs linked to Desired Actions, like a chance to win free shipping each time you share a design
Core Drive 8: Loss & Avoidance
• Rightful Heritage: winning free shipping could compel people to buy shirts, so not to lose their free shipping
• Creating a community (see groups in Core Drive 5) would make leaving Qwertee more difficult, lest losing the
people met there
I’d like to keep Qwertee with very few Core Drive 8, so I won’t add other things for it. New Qwertee’s Octalysis

Total Octalysis Score: 126