gamification at work
DESCRIPTION
Gamification is a buzzword in business these days. Both Fortune Magazine and Wall Street Journal have noted this trend in late 2011. M2 Research predicts that the Gamification market will reach 2.6 billion by 2016. Gartner predicts that by 2015, 40% of Global 1000 organizations will use gamification as the primary mechanism to transform business operations As with any innovative trend, best practices are still emerging. Some businesses are taking a “chocolate covered broccoli” approach, simply adding game mechanics such as points, badges and leaderboards to their applications and calling them “gamified.” This presentation suggests another approach. It outlines a process called Player Centered Design, which is a practical guide for UX designers, Product Managers and Developers to incorporate the principles of Gamification into their software. Player Centered Design involves the following steps: • Know your Player • Identify the Mission • Understand human Motivation • Apply Mechanics • Manage, Monitor and Measure To learn more , please check out the author's book Gamification at Work - Designing Engaging Business Software . Thank you for your interest!TRANSCRIPT
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Gamification @ WorkJanaki Kumar | Design and Co-Innovation Center
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Gamification is the application of game design principles and mechanics to non-game environments.
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Speed Camera Lottery
Average speed reduced from 35 to 25 km/hr
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Electric Vehicles
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Nike +
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foursquare
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Enterprise software runs business
Shop floor to the top floor
Enterprise to Individual
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Can we mix the two?
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“The opposite of play is not work, it is depression”
– Brian Sutton-Smith
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10
Gamification Trends
Oct 2011Latest Game Theory: Mixing Work and Play
Sept 2011Gamification Gets Down to Business
2011 2013
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Reason 1 for growth of gamification Changing nature of work.
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Reason 2 for growth of gamificationEntry of digital natives.
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Reason 3 for growth of GamificationTechnology – big data, social media and mobile technology.
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Gamification Trends
2011 2013
Nov 2012by 2015, 40% of Global 1000 organizations will use gamification as the primary mechanism to transform business operations.
by 2014, 80% of current gamified applications will fail to meet business objectives, primarily due to poor design
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Score 100,000,000,000You are #1 !
Each click earns 100,000 points
Would you want to play this game?
“Games give us unnecessary obstacles that we volunteer to tackle”
– Jane McGonigal
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know your player
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Multi-dimensional Player
Professional goals Gender Generation Culture Player type
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Professional Goals
Job title & role Job
description Career goals Pain-points Aspirations
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Gender©
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Generation X Hierarchy oriented Failure not allowed
Generation Y Grew up with
videogames Expect immediate
feedback Take risks and expect
“epic fail” 10,000+ hours of
experience
Generation
The average gamer is 30 years of age and has been playing for 12 years.68% of gamers are 18 years of age. Entertainment Software Association 2013 data
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Harmonyvs.
Competition
Individualvs.
Group
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Identify the mission
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Understand Motivation
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Motivational DriversA curated list
Collecting
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Connecting
Motivational DriversA curated list
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Motivational DriversA curated list
Achievement
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Motivational DriversA curated list
Feedback
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Motivational DriversA curated list
Self Expression
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Motivational DriversA curated list
Reciprocity
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Source: Mihaly CsikszentmihalyiFlow: The Psychology of Optimal Experience, 1991 Beyond Boredom and Anxiety: Experiencing Flow in Work and Play, 1975
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A curated list
Collecting Connecting Achievement Feedback Self expression Reciprocity Blissful Productivity
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Apply Mechanics
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Source: http://techcrunch.com/2010/08/25/scvngr-game-mechanics/
1. Achievement2. Appointment Dynamic3. Avoidance4. Behavioral Contrast5. Behavioral Momentum6. Blissful Productivity7. Cascading Information Theory8. Chain Schedules9. Communal Discovery10. Companion Gaming11. Contingency12. Countdown13. Cross Situational Leaderboards14. Disincentives15. Endless Games16. Envy
17. Epic Meaning18. Extinction19. Fixed Interval Rewards Schedules20. Fixed Ratio Rewards Schedule21. Free Lunch22. Fun Once, Fun Always23. Interval Reward Schedules24. Lottery25. Loyalty26. Meta Game27. Micro Leader-board28. Modifiers29. Moral Hazard of Game Play30. Ownership31. Pride32. Privacy
33. Progression Dynamic34. Ratio Reward Schedules35. Real-time v. Delayed Mechanics36. Reinforcer37. Response38. Reward Schedules39. Rolling Physical Goods40. Shell Game41. Social Fabric of Games42. Status43. Urgent Optimism44. Variable Interval Reward Sched.45. Variable Ratio Reward Schedule46. Viral Game Mechanics47. Virtual Items
Game Mechanics Full list
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Game mechanicsA curated list©
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Points
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Badges
Game mechanicsA curated list
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Leaderboard
Game mechanicsA curated list
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Rewards
Game mechanicsA curated list
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Relationship
Game mechanicsA curated list
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Challenge
Game mechanicsA curated list
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Ends Wed 03/24 Midnight EST
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Constraints with Urgent Optimism
Game mechanicsA curated list
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Onboarding / scaffolding
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Journey
Game mechanicsA curated list
Progress bar
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Narrative
Game mechanicsA curated list
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Emotion
Game mechanicsA curated list
Humor
Humor
esthetics
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Gamification Examples
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Gamification to change behavior
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Gamification – Slalom One
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Gamification – TrueOffice
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Community – SAP SCN
© 2013 Janaki Kumar All rights reserved
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Gabe Zichermann
Amy Jo KimByron Reeves
Sebastian Deterding
Jane McGonigal
Jesse Schell
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Leveling up – Books©
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Gamification at WorkDesigning Engaging Business
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Janaki Kumar Mario Herger
Leveling up – Book
Preview on InteractionDesign.orgBuy on Amazon
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SummaryGamification is now business relevant
It is not easy to do gamification right
Introducing Player Centered Design:
... Know your player
... Identify your mission
... Understand motivation
…Apply Mechanics
…Manage, Monitor and Measure
Thank you!
Janaki Kumar | @janakikumar | http://gamificationatwork.org/