This past Saturday, I used a ride hailing app on my phone to get to Baltimore Penn Station. Having worked on an early on-demand ride app a decade ago, I struggle to pay close attention to the experience of using my phone to hail a vehicle. When you’ve had a varied career in software, you generally want to forget all of the specific details you’ve accrued by working in industries you never thought you’d know anything about. For any single purpose service software, the design patterns, user interfaces and workflow tend to converge on an ossified user experience bereft of delight. My experience of this for hire vehicle software is strictly utilitarian. The brain’s automation of drudgery is sometimes a blessing. This Saturday though, a notification from this particular transportation app puzzled me. I received an anniversary badge for six years using the service. I swiped the banner with this message quickly to the left. Remembering the blog assignment for class, and despite previously deciding to write Linkedin’s persistent gameful efforts, I investigated this badge further.
First, I had to discover a way to recall the badge. Finding the badge again wasn’t straightforward for me. The “Notifications” option from the hamburger menu (eww) informed me that there were “no notifications yet.” Next, it occurred to me that playful elements like badges must be associated with the “Rewards” screen. As discussed in Walz and Detterding’s introduction to The Gameful World, advertising / rewards systems were early manifestations of gameful experiences. But the “Rewards” section of this transportation app only revealed stale discounts for the service I had ignored and affiliate links to related services like hotel reservations. After 30 seconds fiddling around in the settings, and perhaps owing to colorblindness, I noticed a “new” profile option, and navigated to this profile, where my badge lived along with an assortment of others.
The “Lyftiversary” badge depicts a lopsided, physics defying cake with a lit candle on it. Part of the icing, likely due to OS settings, is black. A message congratulating me for six years (cueing the confetti) with this service confusing me; the first trip in my history dates from 2014.

My anniversary badge in all its glory.
There are two “locked” badges on my profile. One award, called “Helping Hand” is granted if I donate through the company’s charitable giving effort, which rounds up your trip fee to a whole dollar amount and donates the remainder to a charity. Receive the “Two-Wheeler” badge by reserving a Citi bike through the service. Inspecting the app thoroughly and conducting an internet search produced no evidence that these badges relate to any material benefit to me as a user of this service.
Reflecting on this experience and the reading we’ve done so far, I think it would be difficult to construe these badges as “playful” in Sicart’s sense. This element doesn’t “bring[] the benefits of play” to “[an] activity[] that is not play.” As Bogost decries gamification as “contorted [game design] techniques for producing compliance,” I could play this service better, but there’s little motivation to do it without any benefit to me beyond the elements of the game. There is certainly an emphasis on “emotional engagement” in the relationship I’ve had with this service in the celebration of our anniversary, a type of engagement we would shed from these soft-automated services in one of Sicart’s potential futures. Part of my skepticism in class about the efficacy of various digital mechanisms like gamification, geolocation-based advertising, and data pillaging comes from a doubt about the sophistication of these methods, and the broad applicability of techniques that find success for one or two companies for a duration of time. These mechanisms succeed in conjunction with other coincidental factors, in the Pokémon GO example, IP probably aided in it’s success as much as the game. In the case of my experience with this badge, the notification nagged me enough to zap me of my attention as a resource independent of any other techniques intended and poorly implemented.







