In 2017 the Danish company DONG, who works within energy, changed their name to Ørsted. Innovation Lab provided a digital solution in order to engage employees in the change.
The vision of Ørsted is to create a world that runs on green energy. By focusing on renewable and sustainable energy Ørsted had to change their brand and identity, so it would back up the new vision and values. Ørsted chose to bring in the around 6.000 employees in the transformation by creating the gamification platform “Ørsted Challenge”, made by Innovation Lab.
Process
Since 2011 Innovation Lab has been developing digital platforms with great success. We have been creating platforms building on elements from gaming – and we have been creating platforms by adapting already existing digital setups and turned them into new identities and concepts by focusing on showing visions that are valuable for organizations and their customers.
When building a gamification platform it is important to think about the user experience (UX) and user interaction (UI). Otherwise, the platform might not be used as intended and all the hard work and good ideas will be for nothing. According to Brian Burke – an expert in enterprise architecture and gamification – the design of gamified applications is crucial if you want to enhance the engagement and interaction of your customers. Likewise, Gartner predicts that 80% of gamified apps will fail to succeed primarily due to lack of design.
Therefore, our digital and graphic micro-company, Digital by Innovation Lab, developed and created the online game platform “Ørsted Challenge”, in which the employees quizzed about the change of name and identity of Ørsted. Every week, the game platform opened up a new quiz with questions about the history of H. C. Ørsted and general issues associated with going green in companies. For every correct answer, the employees won points – and if the answer was incorrect the employee would receive feedback of an explanation of the correct answer. The employees were competing against each other within the departments and countries. In this way, the employees were part of the change of identity in a playful and interactive way, that fostered engagement among the employees.
Result
By developing “Ørsted Challenge”, Innovation Lab was creating a digital gamification platform with the intention of informing and engaging the employees of Ørsted in the rebranding of the organization in a different, funny – and effective way. In collaboration with Ørsted, we were focusing on asking questions that would create engagement among the employees.
“This was a really good communication platform in regards to engaging the employees in the rebranding of Ørsted. Internally, it worked as intended – which was to engage the employees and make it more relevant for them.”
– Frederikke Asschenfeldt Bryde, Senior Brand Consultant, Ørsted.
By using psychological game mechanics, the player is more likely to absorb knowledge faster and better than by traditional training courses and information campaigns. Through gaming, we are getting more engaged, motivated and productive at work – and it also makes employees feel more socially connected and provides a sense of belonging.
Almost half of the 6.000 employees of Ørsted was playing while the project was running, whereas 93% of the players were active in the entire period of playing. Over 68.000 questions were answered in the almost 14.000 quizzes.
What is Ørsted Challenge
The platform “Ørsted Challenge” is built on the same system, which was used in a previous project for LEGO, Aarhus Kommune, Region Midtjylland, and TopDanmark. The platform is called “Lifehackers” and is an online health gamification platform containing quizzes and challenges. The platform was developed with the intent of improving the lifestyle, health and engagement level for the employee. Besides the Lifehackers project and Ørsted Challenge, this gaming platform has the potential to be used in other aspects of businesses – like improving happiness at work, reducing electricity consumption or improve compliance in the attorney business – only sky’s the limit!
Are your organization going through a digital transformation and/or do you need to rethink and rebrand the identity of the company? We have been working with customers in this field for many years, developing digital platforms and creating new identities. Do not hesitate to contact me via the button below – I’ll be more than happy to talk to you about your wishes and needs.
