Mer än bara tävling : Användarupplevelse och effekter på träningsmotivation i en social träningsapplikation.

This study explores how gamification elements in the social exercise application Strava affect users’ exercise motivation. Using Self-Determination Theory as a framework for motivation, this study looks at users´ personal experiences with the application and focuses on the social elements of the application. Five participants used Strava’s challenges and social elements through anonymous profiles for three weeks. After each week, the participants were interviewed to gather their thoughts and evaluate how their motivation evolved over time. Through a thematic analysis of the interviews three themes were found, Gamification elements in conflict with personal experiences, Limited impact of Strava’s social features on motivation and Lack of perceived value in Strava. It was found that the overall interest in the application was low, and most of the application´s gamification elements did not demonstrate an increase in motivation for its users. A possible explanation was that, due to the use of anonymous user profiles, participants did not feel engaged with the application, and it did not adequately fulfil the users’ basic psychological needs of relatedness, autonomy and competence, in accordance with Self-Determination Theory. Relatedness appeared to be especially important for cultivating user engagement in the application. The study highlights the importance of properly integrating gamification elements to foster motivation. It advocates for the implementation of features that are adapted to users’ needs and that promote their sense of relatedness.