Google’s Gmail Ninjas: Example of Persuasion

Just a few minutes ago on Techrunch I saw that Google introduced a novel concept to get people to use their more advanced Gmail features. It is basically a list of things you could try out on Gmail and in doing so, you sort of “earn” a belt, Ninja style. The final stage is being a Gmail Master and I have to confess, I want to be one.

This is not an entirely new idea, it has been done in various forms before, Wakoopa’s reputation levels are another excellent example. Introduced in 2008, the reputation levels reflect how much software you use or how active you are on the site.

The Expert on Wakoopa

Google's Gmail Ninjas

Like the much discussed twitter follower count, such rating systems inevitably result in those partaking in it to want to have their rating/number increased. Fellow blogger Joshua Porter also has some insights on this subject. His focus on explaining it is mostly due focussed around our behavior of wanting to collect, and I agree with him.

BJ Fogg’s book Persuasive Technology also offers an explanation:
Competition is perhaps the most powerful group-level intrinsic motivator. When you set up a competition, people become energized. They invest time and effort. They care about the outcome.

Obviously, what else is this habit of collecting (especially in the context of Gmail’s Ninjas) than a competition? Apart from it being very persuasive, I think it is a great way to introduce some boring features. It is bound to have an effect.

Now excuse me while I try to go and setup gmail on my own domain