The present work, through an empirical qualitative analysis, explores how the introduction of effective game-style techniques, alongside intrinsic motivation principles, influences truck drivers' behaviors to establish enduring eco-friendly and safe driving habits in the context of Bridgestone Mobility Solutions' Webfleet's WorkUp application. The inclusion of gamification elements - such as leaderboards tracking community performance, and points, medals, and badges awarded for drivers' eco-friendly actions - creates a competitive yet supportive atmosphere that motivates drivers to improve their performance. By also utilizing intrinsic motivational strategies like personalized driver profiles, tailored missions, and continuous feedback, this approach offers a comprehensive strategy for fostering long-lasting, sustainable driving behaviors.
To formulate the most optimal solution, a set of research questions has been identified. Subsequently, the corresponding hypotheses for these questions were presented.
Research Questions:
- What are the advantages and limitations of incorporating gamification elements into eco-driving initiatives, and how do they impact drivers' initial engagement?
- What strategies and interventions contribute to sustained eco-friendly driving behaviors over an extended period, and how can they be integrated into gamification approaches?
- How do drivers' perceptions of gamification change over time, especially in relation to their intrinsic motivation and understanding of eco-friendly driving?
Hypotheses:
- Hypothesis (H1): Incorporating gamification elements into eco-driving initiatives offers advantages by initially increasing drivers' engagement and motivation, but it also presents limitations related to the potential for short-lived effects on long-term behavior change.
- Hypothesis (H2): Implementing strategies and interventions that emphasize intrinsic motivation through personalized profiles, personalized missions, feedback, and community engagement within the WorkUp application will significantly contribute to sustained eco-friendly driving behaviors over an extended period. When integrated into gamification approaches, they enhance their long-term effectiveness in fostering eco-friendly driving habits, leading to a measurable increase in fuel efficiency and a reduction in emissions for participants who actively engage with these elements.
- Hypothesis (H3): Drivers' perceptions of gamification evolve over time, with initial engagement driven primarily by gamification elements. However, sustained behavior change is more closely related to intrinsic motivation and a deeper understanding of eco-friendly driving, highlighting the shift in drivers' perceptions as they progress in their eco-driving journey.
The project's methodology places a primary focus on evaluating the fleet managers' perception of the prototype within the given time and constraints (no direct access to drivers). A playable prototype was developed using Figma, providing a dynamic and interactive representation of the project's features. The approach is meant to fit several age groups, degrees of technical proficiency, and natural motivational power.
The testing followed a three-part online process, taking about 45-60 minutes per person (5 participants in total). The steps were as follows:
- Introduction and Presentation (10 minutes): First step was to introduce and present the project's aims and objectives to the customers to avoid any further confusions and miscommunications in the process. In this initial step, the interviewees were also presented with the Interview Consent and Privacy Form. After reading the Consent Form, it was signed online via DocuSign.
- Interactive Live Demo (5-10 minutes): Following the introduction, a live demonstration was performed. This demo highlighted the principal characteristics and capabilities of the prototype in operation. Customers observed the product's real-time functionality, enabling them to develop more knowledgeable perspectives on its usability and performance.
- Interview and Feedback Session (30 minutes): The main part of the session consisted of a 30-minute feedback interview. During the interview, customers were prompted to express their opinions, experiences, and suggestions regarding the prototype's functionality.The whole interview was recorded and transcribed with the Notta application to guarantee that all input was precisely preserved for subsequent analysis. The recording were deleted shortly after the end of the interview, and only transcribed scripts were kept.
While the project has shown promising results, some adaptations are needed to improve the strategy's effectiveness. Follow-up research is also required to test it directly with drivers and confirm its long-term impact on promoting lifelong eco-friendly driving habits.