We are social beings, and many of our preferences and experiences as individuals are shaped by our social interactions. The following image shows the expanding social circle that has the individual in its nucleus. As the distance from the core grows, the context that binds the individual to that circle, changes.

Proximity to the core of the circle, to the self, has only some influence on the quality of relationships, however. One can be estranged from their family, but have deep and meaningful relationships with friends. The emotional variability is wide. Another way to understand the preceding concentric circle, involves influence, a quality that experience designers are very interested in.

A competitive urge is another quality of an individual in a social context. It is a desire to do better than others, and the motivation may be a quest for internal fulfillment, or anticipation for external reward. Business, sports, and politics are the quintessential competitive arenas. The negative and positive aspects of racing to the top are in a constant battle that blends ethical and moral questions with pragmatic, number-driven realities.

Experience designers have been using an aspect of competition, to motivate users who struggle with difficult challenges. Gamification is an approach to design that provides the user with rewards in the form of virtual badges or awards that function much like real badges and medals--they communicate to others the level of achievement, and motivate the user to work harder, reach higher goals, and be rewarded with a prize.

In the image above are a few examples of mobile apps that incorporate gamification in their experience--a perfect match for fitness and healthcare apps. For example, Fitbit, a company that manufactures activity trackers, encourages its individual customers to create or join a circle of friends, which serves as a motivational aid. The daily activity of all members is automatically posted, with most active people ranked on top. The game is meant to use a friendly competitive context as a healthy motivator to increase one's activity and improve fitness.