Gamifikace aplikace PID Lítačka

This diploma thesis presents a design of gamification module for the PID Lítačka application and mixed-methods research on the perception of the gamified application, a key tool for passengers of Prague's public transport. The main goal is to determine how users of MHD in Prague would perceive the implementation of gamification elements based on a prepared mock-up, including the impact on more frequent use of the application, motivation for MHD, and demographic differences. The theoretical part includes a literature review of gamification, behavioural economics, game elements, and UI principles. The practical part consists of the preparation and validation of the mock-up. The validation was conducted using mixed-methods research, consisting of a quantitative questionnaire survey with 204 respondents and 7 hypotheses derived from SUS, TAM, and GAMEFULQUEST. It is followed by qualitative research conducted through semi-structured personal interviews with 5 participants based on 7 research questions and the think-aloud method, which are evaluated by thematic analysis in the Taguette tool. The mock-up achieved a usability score of SUS 61.09, which is designated as good usability. Rewards are the primary motivator for 49% of respondents. Gamification is significantly better perceived by users under 30 years old, who achieved a GEM score of 29.21, than by the group over 30 years old, where GEM is 19.89. Overall, however, gamification is perceived mixedly. The results show a positively rated design and good comprehensibility of the mock-up, but low intent for more frequent use. The interviews confirm the outputs of the quantitative part and emphasize the need for simplicity and real benefits of the application and concerns about the demanding recording of rides associated with loss of privacy.