2017 Amazon - Gamification Team Project


The Challenge:
To mitigate rising attrition costs and increase fulfillment center (FC) productivity, the Tauber team focused on exploring solutions targeted at increasing associate engagement. The Tauber team collaborated with ACES (Amazon Customer Excellence System) Ops Integration, AFT (Amazon Fulfillment Technology), and FC Operations Managers to explore FC Games. FC Games is a user engagement platform that provides video game experiences for associates while they work, driven by FC labor activities. The goal of FC Games is to provide FC associates with an experience that makes work more fun, leading to increased engagement, motivation, and job satisfaction.

The Solution:
The Tauber team realized that while associates found the games fun, their engagement was triggered by seeing their performance improve throughout the day. This prompted the team to change course and test the effects of increased performance awareness on associate productivity and satisfaction. The results from the performance awareness pilot showed a 4.91% increase in productivity. If implemented network-wide, potential annualized cost savings from increased productivity are projected at over $50M for the current network, with a three-year NPV of more than $500M.

Read the 2017 Amazon - Gamification Team Project Executive Summary in the 2017 SPOTLIGHT! book.

Student Team:
Siddharth Venkatesan – EGL (BSE Computer Engineering & MSE Electrical & Computer Engineering)

Project Sponsors:
Dave Graybeal – Director, North American Customer Fulfillment
Govind Singh – Principal Program Manager, ACES Ops Integration

Faculty Advisors:
Matt Gibson – College of Engineering
M.S. Krishnan – Ross School of Business

About Tauber Team Projects:

The 2017 Tauber Team Projects resulted in $575 million in savings according to sponsoring company calculations, an average of $18.5 million per project over 3 years.

Each two to three person Tauber Team consists of graduate engineering, MBA, and/or MSCM students. Along with receiving high-level corporate support from the sponsoring company, each team is advised by a College of Engineering and a Ross School of Business faculty member and overseen by a Tauber Institute Co-Director. The projects begin on-site in May and continue for 14 weeks.  Students present the results of their projects and compete for over $40,000 in scholarships at the U-M Tauber Institute's annual Spotlight! event, held each September in Ann Arbor, Michigan.  Spotlight! provides outstanding opportunities for students and corporate partners to establish relationships while exploring innovations in operations and manufacturing.
Access Spotlight! book for project details.
2017 Amazon - Gamification