Download - ReSource Pro - June IAC - Gamification
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Terms & Taxonomy• Actions – the activities people take part in, the data points that are captured from the systems, the building blocks of the
behavior change/motivation system you are is creating.• Missions/Challenges – the construct that rewards a person for taking one or more actions.• Points – a way to assign value to desired activities. A mechanism for earning as a result of good behavior. Often rewarded for
completing a Mission or Challenge.• Badges – a visual indicator of achievement. Often rewarded for completing a Mission or Challenge.• Icon – a visual symbol that is understood by employees at a glance• On-boarding – leading an employee step-by-step through a system in order to teach them how to be proficient at the system.
Learning by doing.• Levels – indicators of status, Levels are a result of achieving longer milestones than badges, are represented in a hierarchical
fashion, and are usually based on an employee’s lifetime point balance. Generally, like a lifetime point balance, levels increase over time and are not impacted by the spending of points.
• Leaderboards – a list presented to employees that shows which employees are leading based on a certain metric, such as who has the most points or who has done the most of a desired activity.
• Rewards – Anything that an employee earns or can be purchased as a result of positive engagement with the program• Intrinsic – rewards that appeal to your irrational self, these things are motivating based on our human desire for Mastery,
Autonomy, Purpose, Progress, Social Connection• Extrinsic – rewards that appeal to your rational mind, offered as an exchange based usually on financial gain such as money or
stuff• Profile – centralized dashboard that contains all of the artifacts of your success with the program such as Point balance, Badges
earned, Activity history, Level, Rewards etc. The single point of truth about what you’ve accomplished.
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In this full-day workshop you’ll learn the details about some of the buzz-words you've been hearing – such as ‘gamification’ and ‘big data.’ You’ll be given steps to
successfully design a motivating program whether you’re interested in motivating sales reps to be more efficient and effective or enticing clients to engage more
deeply with your products and services.
The full-day agenda will include:Overview Presentation
Consumer & Enterprise Examples Framework
Break-out working sessionsWrap-up presentations
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BIG DATA GAMIFICATION LOYALTY 3.0+ =MOTIVATION +
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loyalty 3.0
BIG DATA GAMIFICATION LOYALTY 3.0+ =MOTIVATION +
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motivation
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motivationWhat does mean to you?
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Extrinsic
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Choice
Acquire Bond
Defend Create
Lawrence’s 4-Drive Model
Courtesy of the Maritz Institute
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The five intrinsic motivators.
As defined in Loyalty 3.0
Autonomy MasterySo
cial
Purpose
Progress
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There’s a never ending supply of it, and whoever figures out how to harness that energy is going to win.”
“Human motivation is like
cold fusion for loyalty.
Rajat PahariaFounder, Bunchball
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loyalty 3.0
BIG DATA GAMIFICATION LOYALTY 3.0+ =MOTIVATION +
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Big Data =
VolumeVelocity
Variety
Gartner’s 3Vs Model
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Transactions
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actionsInter
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loyalty 3.0
BIG DATA GAMIFICATION LOYALTY 3.0+ =MOTIVATION +
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Gamification is the engine of Loyalty 3.0
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ga mi fi ca tion ∙ ∙ ∙ ∙[gay-muh-fi-kay-shuhn]
Integrating game mechanics and dynamics into your digital experience to increase engagement, participation and retention.
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Gamification is not
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The Ten Key Mechanics Of Gamification1. Fast Feedback2. Transparency3. Goals4. Badges5. Leveling Up6. Onboarding7. Competition8. Collaboration9. Community10. Points
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BIG DATA GAMIFICATION LOYALTY 3.0+ =MOTIVATION +
The 5 Intrinsic Motivators:AutonomyMasteryPurposeProgress
Social
Gartner’s 3Vs:
VolumeVelocityVariety
The 10 Key Gamification Mechanics:
Fast FeedbackTransparency
GoalsBadges
Leveling UpOnboardingCompetition
CollaborationCommunity
Points
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?
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Gamification = Motivating People Through Data
Motivating Better
Performance
Gamification captures the BIG DATA that: • Consumers• Partners• Employees generate as they interact with online experiences, and uses that data to create a more engaging experience and drive: • Better Performance• Better Business Results• Competitive Advantage
LearningCollaborationServiceOnline
Experiences
BIG DATA on User Activity
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Gamification = Motivating People Through Data
Motivating Better
Performance
• Reward and Recognize
• Measure and Motivate
• Reputation• Loyalty• Guiding & Amplifying
High Value Activity
LearningCollaborationServiceOnline
Experiences
BIG DATA on User Activity
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Motivating Better
Performance
LearningCollaborationServiceOnline
Experiences
BIG DATA on User Activity
A Thermometer measures
A Thermostat regulates
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Employees Consumers
• Better Knowledge -> Better Outcomes• Speed to Proficiency• Improving Performance• Retain Top Talent (via Reputation)• Sales, Service, Training, Collaboration
• Customer Community• Fan Engagement• Loyalty• Trial Conversion• Marketing• Co-Innovation• E-Commerce
Gamification = Motivating People Through Data
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Vision: The Connected Ecosystem
Portal
Content
Intranet
.com
University
Bunchball(Measure,
Message & Motivate)
Platforms (Devices, social, partners)
Marketing(Consistent messaging, campaigns, events…)
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BEHAVIOR CHANGEHEALTH & WELLNESS
Basis, HopeLab - Zamzee
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Results!
• 59% increase in physical activity• Doing push-ups non-stop for 45
min/week• Scrubbing floors for 3 hrs/month• Chasing wild pigs for 6 min/day
• Impact persisted for at least 6 mos• Slowed gain in “bad” cholesterol• Helped control blood sugar levels
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LEARNINGVmware, Course Hero, Adobe
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LMS Journey
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Results:
21% course completion rate
44% better retention than other products
3x time on site
400% increase in social sharing
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Customer loyalty drives profitability and growth
Customer satisfaction drives customer loyalty
Value drives customer satisfaction
Employee productivity drives value
Employee loyalty drives productivity
Employee satisfaction drives loyalty
Employee engagement drives employee satisfaction
Putting the Service-Profit Chain to Work
HBR OnPoint, 2000
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SALESNitro for Salesforce
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Top Motivators for Sales Staff
1. Compensation2. Internal Recognition3. Competition
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Activities vs. Outcomes
• Q: Is it better to motivate Activities:• Enter title, phone and email for every contact• Keep your pipeline up to date• Share a “Win” story
• or Outcomes?• Hit 100% of your quota in the first 6 weeks of the quarter• Sell a package that includes every product in our portfolio• Close $1 Million in renewals this quarter
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TRAINING, SERVICE & SALESLiveOps
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Improve training and performance
for 20k Distributed Call Center Agents.
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LiveOps – My Work Community
Gamification Elements: • Earn points by hitting performance goals, completing
certifications, and interacting with the community• Apply for certain opportunities, choice of shift, etc.• Badges signify accomplished training and performance goals• Profile pages and leaderboards show agents where they stand
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Results:
80% opt-in within 1 week of roll-out
Reduced onboarding from 4 weeks to 14 hours
Outperformed peers by 23% in avg call handle
time Boosted customer sat by 9%
2011 CLO “Excellence in Social Learning” Awards
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SALES & SERVICE TRAININGFord of Canada
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Ford of Canada – The Ford p2p Cup
• Train sales and service reps across 450 dealerships
• Goals: • Drive site traffic• Combat under-utilization of valuable resources• Encourage informal and formal learning• From “have to” to “want to” use p2p Cup
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Motivate dealer employees to improve sales effectiveness.
2010 2011
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• Motivate learning, watching informational videos, downloading and consuming the latest product information, and taking web courses.
• Participants can earn RPMs (points) and Gear Up (level up), work toward individual goals, earn badges that are visible in a trophy case, compete with their peers on leaderboards, work together to accomplish team goals, compete against other dealerships, and receive real-time feedback as they engage in desired behavior.
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Ford of Canada – The Ford p2p Cup Results
• A 417% increase in site usage vs. the same period the previous year• Within the first three months of the program the site exceeded the
traffic volume of the entire previous year• A positive correlation between engagement in the Ford p2p Cup and
key performance measures including sales and customer satisfaction• Increased engagement by younger audiences, which represented 40%
of the total audience, in the Ford p2p Cup• An increase in volunteer learning – participants completing courses
above and beyond what they were required to do for their annual certification requirements
• A month over month increase in engagement with their program as word of mouth spread among the sales and service community
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COLLABORATION & SERVICET-Mobile
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T-Mobile – T-Community
Engage more than 30,000 frontline representatives so they can effectively respond to customers’ queries, even as the devices they sell and support grow more complex.
• Goals: • To provide superior customer support and expedite resolution
rates• To motivate customer care and retail store representatives to
make T-Mobile’s online social business community their go-to resource for answering customer questions.
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T-Mobile – T-Community Results
• Participation increased 1,000 percent in the first six weeks.• More than 15,000 of frontline employees completed different Getting
Started missions in the first two weeks — a radical departure from the typically low adoption to self-guided learnings.
• Members were so active and so quick to adopt the platform that T-Community awarded 187,000 badges in the first six weeks.
• “Likes” — those assessments of the helpfulness or accuracy of a response — increased a staggering 6,000 percent.
• Most importantly, this vibrant community facilitated superior customer support. Resolution rates and customer satisfaction scores have steadily improved each month since implementing gamification.
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CONSUMER FINANCIAL EDUCATIONSun Life Canada, Kapital
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• For employees who have their workplace retirement and savings plan with Sun Life.
• What is money UP? http://www.youtube.com/watch?v=VPQMHT0nrNU • Increased financial literacy and confidence
The missions are designed to increase employees’ knowledge about saving and investing for retirement. And they’re quizzed at each level to ensure their new knowledge sticks.
• A friendly competitionAs employees complete missions and move through the levels, they compete against their colleagues by moving up the Leader Board.
• Earn more by learning moreThe more employees learn about setting aside money for retirement, the better they’ll get at it and the more they’ll save.
• Have some fun!With a game theme, a multi-media approach to learning and an ability to share with their friends on Facebook and Twitter, employees are guaranteed to have fun along the way.
Site | Video
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LOYALTY, MOBILE, SOCIAL, COMMERCE
Urban Outfitters
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Year-over-Year Results:
Voting increased by 236%
Page views up 530%
Downloads up 159% for MTV's mobile and tablet apps
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Gary Ellis, VP International Digital @ Viacom:
"Time spent increased, the overall engagement increased, and whether or not the activity happened on a PC, a smartphone or a tablet, everything connected to all the social networks and with each other. We absolutely want everything to be as integrated, shareable and connected as possible."
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Results:
30% Increase in Overall Site Traffic
47% Increase In Online Merchandise Sales
130% Increase In Page Views
47% Increase In Return Visits
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Lunch?
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BIG DATA GAMIFICATION LOYALTY 3.0+ =MOTIVATION +
The 5 Intrinsic Motivators:AutonomyMasteryPurposeProgress
Social
Gartner’s 3Vs:
VolumeVelocityVariety
The 10 Key Gamification Mechanics:
Fast FeedbackTransparency
GoalsBadges
Leveling UpOnboardingCompetition
CollaborationCommunity
Points
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Enga
gem
ent
Time
Autonomy
MasteryMissions
Progress
Social Connection
Loyalty 3.0
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LoyaltyHabit
Reward Schedules Groups & Teams Increasing Effort Moderate Value Rewards Social Feedback Sharing Milestones
Advanced Paths & Quests Choice Scarcity Increased Time Pressure Status & Reputation Rewards Unlocks
Visual Cues Fast Feedback Early Wins Tutorials Personal Achievement Exploration-focused Disincentives
Adoption Retention
Mastery – Autonomy – Social Interaction
Effort – Risk – Reward +
Customer or Employee Lifecycle Alignment
On-boarding
Convert
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Creating Your Program: Checklist
How-to guidance is key as we empower Bunchball clients to execute. Follow these steps to successfully design a motivating program:
List Goals Highlight the Obstacles Identify Actions (Assign Value, Difficulty etc.) Choose Challenge Concepts Plan Rewards Weave into the Presentation Layer Follow Roll-out Best Practices Measure and Optimize
But first, we need to make sure we’re all speaking the same language…
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Start with KPIs
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Identify Actions, Assign Value, Difficulty
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Choose Challenge Concepts
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Choose Challenge Concepts Visual Cues Fast Feedback Early Wins Tutorials Exploration-focused Single-Action Triggers (Moments) Disincentives Reward Schedules Groups & Teams (Missions) Increasing Effort Social Feedback Sharing Milestones Advanced employee Paths & Quests Choice Scarcity Increased Time Pressure Status & Reputation Based Rewards Unlocks
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The best rewards mix in a gamified experience is one that offers a wide range and variety of options and includes a mix of redeemable and non-redeemable rewards:
• Status where employees are held up in a relevant community of their peers• Recognition & Appreciation amazing the power of a simple “Thanks,” either site-
wide or within a smaller group• Early & Exclusive Access presented to employee for completion of specific
challenges, rather than simply being presented to the entire employee base and the offers become richer the more active the employee is in the experience.
• Power & Abilities usually earned for continued engagement, having proven you can be trusted, as in the case of moderator privileges. can also include status-based offerings, the ability to unlock special content on or early access to upgrades or new product trials.
• Pro-Social rewards that can only be given to others.
Plan Rewards
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Plan Rewards(continued)
• Virtual Rewards (redeemable) – can take the form of digital downloads, discounts, scarce digital goods (ideally brand or partner-branded items that can be displayed on the employee’s profile or shared out to their social nets).
• Surprise-and-Delight – can come in the form of bonus points or any of the above types, but is not explicitly communicated as available until the employee has completed the requisite behaviors. This is supported via the “hidden-until-earned” capability of challenges.
• Tangible Goods (redeemable) – can take the form of physical goods, partner goods, gift cards…
The key is to create a compelling mix of rewards and to include a heavy percentage that have high perceived value and low monetary value. Gamification can help provide a higher sense of value for in-kind and virtual rewards by presenting them within the framing of level-restricted access, unlocks, scarcity and challenge completion. And while it may seem counter-intuitive, employees have shown an inclination to redeem for virtual goods with the same points that could be redeemed for tangible goods.
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Plan Rewards
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Break
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Use Case Decision Criteria
• What is the business initiative the deployment supports?• How is the success of that business initiative measured?• Do you have the ability to access the data required to trigger rewards for
the key activities involved in the use case?• Do you have the ability to show the employee community their progress
toward their goals? • Can you isolate Phase One to one role type and/or location? Best Practice
is to begin simple and move into something more complex in a Phased approach.
• Is there a reasonable time-line for deployment? Does this fit with your release schedule?
• Are you able to measure the impact of the use case? Are there baselines or the ability to A/B test?
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Workshop 1: 7 StepsTo Build Your Case
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The 7 Steps
1. Problem2. Audience3. Behaviors4. KPIs5. Mission Statement 6. Playing Field 7. ROI
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The 7 Steps
1. Problem2. Audience3. Behaviors4. KPIs5. Mission Statement 6. Playing Field 7. ROI
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The 7 Steps
1. Problem2. Audience3. Behaviors4. KPIs5. Mission Statement 6. Playing Field 7. ROI
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The 7 Steps
1. Problem2. Audience3. Behaviors4. KPIs5. Mission Statement 6. Playing Field 7. ROI
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The 7 Steps
1. Problem2. Audience3. Behaviors4. KPIs5. Mission Statement 6. Playing Field 7. ROI
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KPI Definition
1. Increased Adoption & Continuous Engagement of business tools2. Influence and motivate specific behaviors impacting enterprise success
• Increased activity• Faster on-boarding
Short-term adoption (Quick wins) Long-term engagement• Better data for management decision-making (CRM)• Increased compliance (HCM)
Significantly different business outcomes are driven by these measures…
• Points, Goals, Competition• Mastery, Leveling up
+ Game Mechanics*
*Most if not all of the 10 game mechanics can lead to increases in long term engagement when applied correctly, specifically Fast Feedback, Transparency & Goals.
• Increased pipeline• Increased User-Generated Content• Productivity Increase• Proficiency Increase
• Goals related to leads & sharing• Newsfeeds, Community• Progress, Goals, Competition• Leveling Up
• Increase Sales (CRM)• Increased call deflection (Social Collaboration)• Decreased time to resolution(CRM)• Higher customer satisfaction (CRM)
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The 7 Steps
1. Problem2. Audience3. Behaviors4. KPIs5. Mission Statement6. Playing Field 7. ROI
gamification + KPIs = goal attainment
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The 7 Steps
1. Problem2. Audience3. Behaviors4. KPIs5. Mission Statement6. Playing Field7. ROI
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Playing Field: Who can help you be successful?
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The 7 Steps
1. Problem2. Audience3. Behaviors4. KPIs5. Mission Statement6. Playing Field7. ROI
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The 7 Steps – Complete!
1. Problem2. Audience3. Behaviors4. KPIs5. Mission Statement 6. Playing Field 7. ROI
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The 7 Steps Become Your Business Case
5. Mission Statement 4. KPIs7. ROI6. Playing Field1. Problem2. Audience3. Behaviors
This will empower you to sell to internal stakeholders.
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Creating Your Program:
How-to guidance is key as we empower Bunchball clients to execute. Follow these steps to successfully design a motivating program:
List Goals Highlight the Obstacles Identify Actions (Assign Value, Difficulty etc.) Choose Challenge Concepts Plan Rewards Weave into the Presentation Layer Follow Roll-out Best Practices Measure and Optimize
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FIN