Gameful Experience Design Framework, Theoretical Models and Case Practices

WANG Yang; ZHAO Yan; ZOU Hong

doi:10.19554/j.cnki.1001-3563.2026.10.008

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Packaging Engineering ›› 2026, Vol. 47 ›› Issue (10) : 86-99. DOI: 10.19554/j.cnki.1001-3563.2026.10.008

Industrial Design

Gameful Experience Design Framework, Theoretical Models and Case Practices

WANG Yang, ZHAO Yan, ZOU Hong

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Abstract

The work aims to develop an innovative framework for gameful experience design based on established gamification theories to guide empirical case investigations. Through systematic literature analysis, prevailing trends in gameful experience design were identified and tripartite research initiatives were executed. Theoretically, the conceptual boundaries of gameful experiences were delineated. Methodologically, a double diamond model-driven framework that advanced design innovation was proposed. Empirically, the framework's efficacy was validated through multi-generational implementations. The resulting framework integrated four developmental phases with twelve structural components and twelve complementary design principles, effecting a paradigm shift from game-centric artifacts (objects) to player-oriented dynamics (human). This transformation was supported by continuously iterative design guidance throughout the development lifecycle. Empirical findings reveal significant variations in gameplay motivations, player roles, gameplay types, and gameplay funs in gameful experience design. In this regard, the focus of gameful experience design is to transform routine activities into meaningful gameful experience activities to maintain user engagement and foster ongoing value co-creation.

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gameful experiences / theoretical models / design framework / double diamond model / empirical case

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WANG Yang, ZHAO Yan, ZOU Hong. Gameful Experience Design Framework, Theoretical Models and Case Practices[J]. Packaging Engineering. 2026, 47(10): 86-99 https://doi.org/10.19554/j.cnki.1001-3563.2026.10.008

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