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The trend toward software gamification is increasingly important. But, it often implies the modification of a few simplistic surface elements (colorful aesthetic, personalization, points, badges and leaderboards, etc.) without actually integrating gamification into the overall design. Gamification is often downgraded to interface look and feel and point systems without questioning design practices. This article proposes a design approach focused on gamification. This user-centered approach aims to identify the factors to be taken into account in gamification design (intention, situation, task, users). The authors introduce a design guide consisting of a design process and a toolbox. It aims at facilitating effective gamification design by providing the means to overcome the difficulties encountered with interaction design process.