The WOW Framework for Badge & Level Design
How to create achievements that actually matter
Quick! What is the most amazing badge or achievement you’ve ever received from an app?
Can’t think of one? You’re not alone.
Badges and levels are probably the most misunderstood and misused tools in gamification. Most apps that use them would be better off without them. And yet, when implemented correctly, they can be incredibly powerful drivers of engagement.
The problem isn’t badges themselves. The problem is how we think about them. We tend to view them as rewards we give to users for doing what we want. But effective badges work the opposite way: they’re achievements that users want to earn because getting them means something to them personally.
Enter the WOW Framework. It’s a simple way to think about badges that puts the emphasis where it belongs: on the user.
What is WOW? The basics:
Most achievement systems fail because they focus on what designers want users to do rather than what users want for themselves. The WOW Framework flips this around by focusing entirely on the user’s perspective:
Want (user truly desires this)
- Before building any achievement system, validate that users actually want to track and showcase their progress
- If users don’t collect, compare, or care about achievements in this domain, don’t add them
Own (user makes it part of their identity)
- Achievements must reflect real growth and connect to the user’s goals
- Levels and badges should tell a story about who the user is becoming
- Users should feel genuine pride in what they’ve earned
Work (user invests meaningful effort)
- The path to achievement requires skill and planning
- Progress feels earned through meaningful effort
- Success is challenging but achievable
Those are the basics, but let’s dive in with more specifics, and actionable steps you can use to design this way.
Want: Validate True Desire
The most neglected yet critical step in badge design is confirming that users actually want them. This goes deeper than simply asking “would you like badges?” in user research. True desire manifests in several ways:
Signs of Badge Readiness
- Users already track their progress in some way
- They express interest in marking milestones
- They compare progress with others
- They take pride in specific accomplishments
- They seek ways to demonstrate expertise
- They ask about ways to showcase achievements
Signs Badges May Fail
- Users express anxiety about measurement
- Their goals are purely internal
- They resist quantification
- They view badges as childish or manipulative
- They see achievements as private
- They actively avoid comparison
Research Approaches
Don’t just ask if users want badges. Study their existing behaviors:
- What do they already collect or track?
- What achievements do they share?
- What milestones matter to them?
- How do they mark progress now?
- What makes them feel proud?
- What accomplishments do they remember?
Own: Create Personal Meaning
“Own” has multiple crucial dimensions. When users truly own an achievement, it becomes part of their identity. This only happens when badges connect deeply to what users value.
Identity Connection
A badge should tell a story about who the user is or is becoming:
- An expert who has mastered difficult skills
- A dedicated practitioner who shows up consistently
- An explorer who tries new approaches
- A helper who supports others
- A pioneer who breaks new ground
- An achiever who overcomes challenges
Meaningful Recognition
Badges must recognize things users actually care about:
- Real skill development
- Meaningful milestones
- Creative approaches
- Community contribution
- Personal bests
- Knowledge gained
Pride of Ownership
Users should feel genuine pride in their badges:
- They represent significant accomplishment
- They’re earned, not given
- They mark memorable moments
- They demonstrate growth
- They reflect personal values
- They’re worth sharing (if users want to)
Work: Design the Journey
The “Work” in WOW isn’t just about making badges hard to get. It’s about creating a satisfying path to achievement that builds skill and engagement.
Clear Path
Users should understand how to earn badges:
- Requirements are transparent
- Progress is visible
- Multiple paths are valid
- Next steps are clear
- Milestones mark progress
- Feedback guides improvement
Meaningful Challenge
The effort required should feel worthwhile:
- Skills must be developed
- Strategies must be planned
- Persistence is required
- Creativity is rewarded
- Solutions can be discovered
- Growth is demonstrated
Achievable Goals
While challenging, badges must be attainable:
- Users can plan their approach
- Progress feels steady
- Setbacks are recoverable
- Help is available
- Time investment is reasonable
- Success is possible
Implementing WOW
The framework should be applied iteratively:
- Start with Want — validate through research
- Design for Ownership — connect to user values
- Create meaningful Work — design achievement paths
- Test with users
- Refine based on feedback
- Launch small, scale what works
Remember: No badges is better than meaningless badges. Only implement them if you can satisfy all three elements of WOW.
Analyzing existing badge systems through WOW often reveals why they succeed or fail:
- Failed systems usually skip Want entirely
- Weak systems lack true Ownership
- Poor systems make Work tedious rather than meaningful
The strongest badge systems nail all three:
- Users actively desire them
- They feel personally meaningful
- Earning them is satisfying work
By thinking through each aspect of WOW deeply, we design badge systems that truly serve users rather than just adding superficial gamification.
Sam Liberty is a gamification expert, applied game designer, and consultant. His clients include The World Bank, Click Therapeutics, and DARPA. He teaches game design at Northeastern University. He is the former Lead Game Designer at Sidekick Health.
