gamification concept and process 101

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Gamification Leveraging people's natural desires for competition, achievement, self-expression, and altruism Akhiles L. Danny Sindra Web Developer id.linkedin.com/in/akhilessindra/ 07/21/2014

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This presentation gives a brief explanation on gamification concept and design process. If you are interested to learn more, contact me via LinkedIn.

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Page 1: Gamification Concept and Process 101

GamificationLeveraging people's natural desires for competition, achievement, self-

expression, and altruism

Akhiles L. Danny SindraWeb Developer

id.linkedin.com/in/akhilessindra/

07/21/2014

Page 3: Gamification Concept and Process 101

Gamification is ...

“The use of game thinking and game mechanics in non-game contexts to engage users in solving problems.”

… to improve user engagement, RoI, data quality, timeliness, and learning.

Page 4: Gamification Concept and Process 101

Game mechanics’ examples

● Points → ‘vote’, ‘cendol/bata’, ‘likes’

● Titles → ‘top commenter’, ‘admin’

● Leaderboards → ‘top 10 users’

● Gifts & Virtual Goods → ‘medal’, ‘badge’, ‘money’

● etc

Page 5: Gamification Concept and Process 101
Page 6: Gamification Concept and Process 101

Why gamify?

1. The coming of age of Gen-Y

2. The overcrowding of digital space

Page 7: Gamification Concept and Process 101

Benefits of gamification

INTERNAL

Increasing ...● Productivity● Teamwork● Competitiveness● Effectiveness● Efficiency● etc

EXTERNAL

Increasing ...● Engagement● Loyalty● Good-behavior● Virality● Awareness● etc

Page 8: Gamification Concept and Process 101

How toGamify

Page 9: Gamification Concept and Process 101

“By 2014, 80% of current gamified application will fail to meet business objectives, primarily due to poor design.”

- Gartner, Inc.

Page 10: Gamification Concept and Process 101

START HERE

Page 11: Gamification Concept and Process 101

● Field research● Face-to-face interview● Gather & organize statistics● Creating personas● Product design● Requirement writing● Interaction design● Information architecture● Usability● etc

Page 12: Gamification Concept and Process 101

Gather & organize statistics

● Revenue Sales / Ad-clicks / Transaction / Donation

● EngagementUnique visitors / Page views / Time spent / Frequency / Participation

● SentimentReview / Virality / Loyalty / Awareness

Page 13: Gamification Concept and Process 101

Engagement-loop

Page 14: Gamification Concept and Process 101

Choosing player’s activity

Page 15: Gamification Concept and Process 101

Choose wisely ...

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User’s Journey

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Don’t forget to test & iterate

Page 18: Gamification Concept and Process 101

Summary

Page 19: Gamification Concept and Process 101

Summary

1. Contrary to popular belief, Gamification is data-driven approach not purely intuitive

2. Good gamification design must comply with the engagement-loop & lifecycle-stage model

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Summary (2)

3. Prototyping and iterating

while ( goal_not_reached )

{

collect_data();

evaluate_data();

improve_design();

};

Page 21: Gamification Concept and Process 101

Reference● What is Gamification? http://en.wikipedia.org/wiki/Gamification

● Why Gamify? http://www.accenture.com/us-en/outlook/Pages/outlook-journal-2013-why-gamification-is-serious-business.aspx

● How to Gamify? http://amyjokim.com/