Lukkien has been working with Nutricia for several years on their
platforms Nutricia for You and Nutricia for Professionals.
Both have been developed in close cooperation with Nutricia. When Nutricia
asked us to develop this game for the professionals platform, our answer was,
obviously, yes! Gamification is a widely recognised and
appreciated tool in B2C environments, but you hardly see any gaming
techniques in the B2B market. With this gamification platform Nutricia is
frontrunner in it’s market.
A game’s success always stands or falls with the user experience: is it fun to play? Did I learn something of it? Therefore, UX (User Experience Design) has been an important component in the entire process of developing the game. Nutricia Trophy seamlessly integrates design, functionality and content and provides an optimal user experience. The game is intuitive and fast. All content is divided into modules with different themes to serve a wide range of audiences. To make the game accessible to everyone, Trophy is also available on mobile.
Simon van Acht, UX Designer: "With Nutricia Trophy we apply gamification to create an optimal customer experience."
Game mechanics make the game more fun
In addition, pleasure and appreciation are also key success factors in
Nutricia Trophy. With several game mechanics we make the game more interesting
to play. You can earn Nutri points which are showcased in the leaderboard and
win great prizes this way. The game mechanics are benchmarked against the
business and user objectives. An example is the "Monthly Challenge".
This activation mechanism aims to motivate players to keep playing Trophy and
increase their knowledge even further. Another example is that you can earn extra
points if you answered 5 questions in a row, or when a new player steps forward
to play Nutricia Trophy.
Personalized content with Sitecore
The Nutricia Trophy game is built on Sitecore. Our specialists have
developed all sorts of scenarios so that the user can play the game in the most
pleasant way. What happens when a quenstion is answered wrongly? And what
happens when someone cheats? How do we create a smart algorithm that selects
the rightful winner? Because we use Sitecore, Nutricia can deliver the right content
to the right professional. The game is divided into segments so we offer every
target audience personalised content. Even during and after the game,
Nutricia stays in contact with its members. E.g. in the form of a newsletter
with articles that addresses topics from the Nutricia Trophy game.
Jan Albert Veldman, Business Intelligence Analyst: "96% of the participants indicated that playing Nutricia Trophy has extended their knowledge."
To measure the success and effectiveness, we have developed a
measurement plan with Nutricia. Starting point for the project was the
formulation of goals based on the strategy of the customer. This was also a
good kick off point for designing the game. We have achieved an impressive game
with videos, articles and great prizes thanks to the close collaboration
between our designers, developers, and Nutricia. A game that is rated with a
7.7, and of which no less than 96% of participants indicated that playing
Nutricia Trophy has extended their knowledge about the first 1,000 day. The
engagement time on the Professionals platform has even doubled. Participants
play multiple modules Nutricia Trophy. These insights and many others are
mapped by our Business Intelligence Analyst. Here we not only look at the
effectiveness and success of the game, but also to the contribution of this
project to the marketing goals of the client. Using these reports Nutricia can
continuously improve its platform for professionals.
Watch our work for Nutricia for You here