Actionable Gamification Workshop

For: SCS Singapore By: Yu-kai Chou

@yukaichou / #octalysis / yukai@yukaichou.com

Gamified Healthcare and Finance

Day 2

Agenda

• High level behavioral science principles

• Gamified Healthcare Examples

• Gamified Finance Examples

• Implementation and Design of Attendee Projects

Octalysis

Avoidance

Ownership

Empowerment

Meaning

Unpredictability

Accomplishment

Scarcity

Social Influence

-Narrative-Elitism -Humanity Hero-Revealed Heart

-Beginners Luck-Free Lunch-Destiny Child-Creationist

-Status Points-Badges (Achievement Symbols) -Fixed Action Rewards (Earned Lunch) -Leaderboard-Progress Bar-Quest Lists-Dessert Oasis-High Five-Crowning-Anticipation Parade-Aura Effect-Step-by-Step Overlay Tutorial-Boss Fights

-Milestone Unlocks-Real-Time Control-Evergreen Combos-Instant feedback-Boosters-Blank Fills-Plant Pickers-Poison Pickers

-Exchangeable Points-Virtual Goods-Build from Scratch-Alfred Effect -Collection Sets-Avatar-Protection-Recruiter Burden-Monitor Attachment

-Brag Button-Water Cooler-Conformity Anchors -Mentorship-Social Prod

-Friending-Social Treasure/Gifting-SeeSaw Bump-Group Quests-Tout Flags

-Appointment Dynamics-Magnetic Caps-Dangling-Prize Pacing-Options Pacing-Last Mile Drive-Count Down Timer-Torture Breaks-Moats-The Big Burn

-Glowing Choice-MiniQuests-Visual Storytelling-Easter Eggs-Random Rewards-Obvious Wonder-Rolling Rewards-Evolved UI-Sudden Rewards-Oracle Effect

-Sunk Cost Prison-Progress Loss-Rightful Heritage-Evanescence Opportunity

-Status Quo Sloth-Scarlet Letter-Visual Grave-FOMO Punch

-Emphasize this narrative more

-”Accelerwaze” - try to find a route that beats Waze’s estimated ETA

-Carpool matching by preferences type

-Waze Flash Mobs

-Only Wazers of a certain level can choose who they get matched with, or access to flash mob

-Demonstrate more on how Waze is being personalized to user behavior-Show cute graphs with data

-Bigger victory feedback when arrived upon destination

-Avoid sidetracking for detours. -Avoid paying for unnecessarily high-priced gas

Right Brain

Left Brain

Octalysis

Avoidance

Ownership

Empowerment

Meaning

Unpredictability

Accomplishment

Scarcity

Social Influence

Extrinsic (tendency) Intrinsic (tendency)

Right Brain

Left Brain

Octalysis

Avoidance

Ownership

Empowerment

Meaning

Unpredictability

Accomplishment

Scarcity

Social Influence

Extrinsic (tendency) Intrinsic (tendency)

Money

Points

Badges

Goals

Milestones

Rewards

Right Brain

Left Brain

Octalysis

Avoidance

Ownership

Empowerment

Meaning

Unpredictability

Accomplishment

Scarcity

Social Influence

Results Oriented Experience Oriented

Right Brain

Left Brain

Octalysis

Avoidance

Ownership

Empowerment

Meaning

Unpredictability

Accomplishment

Scarcity

Social Influence

Extrinsic Motivation Reduces:

1) Creativity

2) Selflessness3) Intellectual Curiosity

Extrinsic Motivation Enhances:

1) Initial Action

2) Justifying the Action afterwards3) Efficiency on mundane tasks

Healthcare

3 Dominant Applications

1. Patient exercise, diet, medication, lifestyle

2. Medical Care Provider Training

3. Medical Organization Management

Patient exercise, diet, medication, lifestyle

3 Ways to Change Behavior (Fogg)

1. Have an epiphany

2. Change your environment

3. Take baby steps

Changing Environment

Emotional Associations

• Clean desk vs messy desk

• Crossword puzzle experiment

• Screensaver background experiment

• Bed/Food/TV emotional associations

Tiny Habits

Pain Squad

Nike+

Reflexion Health

Piano Staircase: 66% more people used staircase

Pokemon GO at C.S. Mott Children's Hospital

Mango Health (Medications)

HubBub

Pact

Cohero (Asthma)

USCF Hospital Gamification

• Increased communication between staff

• Allow easy social appreciation and recognition

• Highest recognition user was rewarded weekly

• Nurses started a competition based on highest patient satisfaction

• Patient satisfaction went from 86% to 97%

eMee

Training

Finance

Maslow’s Hierarchy of Needs

Maslow’s Hierarchy of NeedsCore Drive 1:

Epic Meaning & Calling

Core Drive 2: Development & Accomplishment

Core Drive 3:Empowerment of Creativity & Feedback

Core Drive 5: Social Influence & Relatedness

Core Drive 4: Ownership & Possession

Core Drive 8: Loss & Avoidance

Core Drive 7: Unpredictability & Curiosity

Core Drive 6: Scarcity & Impatience

White Hat Motivation

Black Hat Motivation

Emotional Persuasion

“People want what they can’t have, they chase what moves away from them, and they only value that which they pay for.” 

“Attention will be given when information novelty is high and will drift away when information novelty is low.”

– Oren Klaff

Our Brain

Is it worthwhile?

Is it new?

Step 1

Step 2Is it familiar?

Is it safe?

Step 2Is it beneficial?

Does it make sense?

Kids who play Card Games like Magic the Gathering need to remember a ton of information

…more information than the periodic table

Trade Hero

Copper Street

Trade Samurai

Commitments• People who write things down and announce

publicly has lowest % of changing their minds.

• “If I could get you this price, you will buy the car today, correct?”

• “Will you please call if you have to cancel” - decreases no-shows from 30% to 10%.

• Writing appointments down themselves instead of writing it for them highly decreases no-shows

5 Steps in Octalysis Design

1. Define Strategy Dashboard

2.Octalysis Brainstorming

3.PE (Power/Ease) Feature List

4.Battleplan Spreadsheet

5.Concept Wireframes/Storyboarding

The Strategy Dashboard

Strategy Dashboard

1. Define: Business Metrics - Game Objective

2.Define: Users - Players

3.Define: Desired Actions - Win-State

4.Define: Feedback Mechanics - Triggers

5.Define: Incentives - Rewards

Octalysis Strategy Dashboard

BUSINESS METRICS

WIN-STATE

PLAYER

DESIRED ACTIONS

COMMITS

RESULTS

IMPACT

FEEDBACK MECHANICS PROGRESS

TRACKS

EMBEDDED

TRIGGERS

REWARDS

Strategy Dashboard

1. The minimum viable information to design a fully gamified campaign

2.The Strategy Dashboard is meant to be a living reference

3. In an Octalysis Design Campaign, you will constantly refer back to the Strategy Dashboard

4.In an Octalysis Design Campaign, you will constantly modify the Strategy Dashboard

BUSINESS METRICS

BUSINESS METRICSEND RESULTS OF WHAT YOU WANT TO IMPROVE

Should be Quantifiable (A/B Test, Benchmark Success, etc.)

BUSINESS METRICS

Needs to be in the Order of Priority (Critical!)

New Users Signing Upvs

Existing Users Coming Back

Business Metrics become the Game Objective

Write down your Business Metrics in the

right priority

PROCESS

BUSINESS METRICS

DEFINE USERS

Personas

What Motivates Them

What Women See What Men See

Core Drives That Motivate them (2,3,3)

Anti Core Drives

User

Desired Action

8 Core Drives

Undesired Action

Anti (8) Core Drives

Write down your Targeted User Types and their

create an Octalysis Chart

PROCESS

BUSINESS METRICS

PLAYER

PROCESS

BUSINESS METRICS

PLAYER

?

DEFINE DESIRED ACTIONS

Chronological Order

No Step is Too Trivial

Leads to Win-States

Write down a list of all your Desired Actions in

Chronological Order

PROCESS

BUSINESS METRICS

WIN-STATE

PLAYER

DESIRED ACTIONS

COMMITS

RESULTS

IMPACT

DEFINE Feedback Mechanics

1. WHAT USERS USE TO KEEP TRACK OF THEIR PROGRESS TOWARDS WIN-STATE

2.Examples: POINTS, LEVELS, STAGES, TROPHIES, AVATARS

3.SHOULD REEMPHASIZE ON THE CORE DRIVES

Write down a list of Feedback Mechanics that you can interact with your

users with

Strategy Dashboard

BUSINESS METRICS

WIN-STATE

PLAYER

DESIRED ACTIONS

COMMITS

RESULTS

IMPACT

FEEDBACK MECHANICS PROGRESS

TRACKS

TRIGGERS

DEFINE INCENTIVES

1. Within your power, if you could give users everything they want, what would it be?

2.“Within your power” is important to define

3. Rewards, 8 Core Drives, or SAPS

4.Strategically place them in different Win-States

SAPS (Zichermann)

1.Status

2.Access

3.Power

4.Stuff

Best Reward: Boosters (CD3)

Best Reward: Boosters (CD3)

Reward Context

1. Fixed-Action Rewards: Earned Lunch

2.Random Rewards: Mystery Box

3.Sudden Rewards: Easter Egg

4.Rolling Rewards: Lottery

5.Social Treasure: Gifting

6.Prize Pacing: Collection Set

Strategy Dashboard

BUSINESS METRICS

WIN-STATE

PLAYER

DESIRED ACTIONS

COMMITS

RESULTS

IMPACT

FEEDBACK MECHANICS PROGRESS

TRACKS

REWARDS

EMBEDDED

TRIGGERS

Brainstorming/Ideation

I. Discovery

Avoidance

Ownership

Empowerment

Meaning

Unpredictability

Accomplishment

Scarcity

Social Influence

• Record and Make History.

• “Connecting the World - seamlessly”

• Reminder Display that they are one step away to glorifying their memories (show on sign up screen).

• Aura Effect: “Your friend just reached Level X. You start off with Y Credits!”

• Joining from an event lets you start at level 2. • “Experience the

world through others” OR “Live vicariously without the Hassle.”

• Receive a FB/email message: “[name]! I’ve added a Memery video with you in it. Help me make the memory complete!”

• Experiences fade away quickly, but Memeries last forever.

• Turn your videos into glorious memories. Transform your memories into legacies.

• Extrinsic Motivation Design Reward for winners of CD3 Contest.

• Magnetic Cap: You can view 5 videos a day for free. Beyond that need to register (and or earn credits)

• When user views a video before signing up, at the end of every video, have a button that takes them to a new great video.

• Best MagicMix Contest. (Best Crowdcam contest where every contributor to the best video wins?”)

II. Onboarding

Avoidance

Ownership

Empowerment

Meaning

Unpredictability

Accomplishment

Scarcity

Social Influence

• Have User go through the emotion tagging process with emotional buttons persistent (but fold during Scaffolding).

• Early sorting of what videos this person wants to see

• Introduce Emotion Stubs. Videos that receive Emotional Tags produce Emotional Stubs.

• IF users complete the entire tutorial, get first Achievement Symbol

• Utilize glowing choice to guide users towards Desired Actions.

• Smart and Magical at the click of a button (turn videos to memories. Share for transforming memories to legacies).

• After uploading first video (or simulated practice), give them FREE 5 Exp.

• 30 Second Video that collects all the most epic footages and excites people at the beginning. (built by MagicMix triggered by user)

• Users start off 3 Emotional Tags a day. More emotional stubs increase more Emotional Tags.

• If user shares for the first time, unlock powers

• Founder Status: If no friends are on Memery, give them the message: congratulations! You are the first among your friends to Discovery Memery. You have gained Founder Status.”

• Founders get rewards when friends join in

• Anchored Comformity: Show number of videos from related regions/user types

• Memery of the Day

• Most popular areas to follow

• Set privacy settings: Location services - to make sure videos are not lost in the Memery Abyss

III. Scaffolding

Avoidance

Ownership

Empowerment

Unpredictability

Accomplishment

Scarcity

Social Influence

Meaning

• Collection set for the most varied cities

• Collect more Emotion Stubs when videos gain Emotion Tags

• Emotion Tags generate Emotion Stubs for every same-tag-streak within 10 seconds.

• Follow an area and get notified with all videos there.

• 10 Levels of Memery Status with unlocked powers

• Higher Level increases power of frequency of all actions

• Achievement symbols for truly difficult tasks like 10 countries)

• Magnetic Cap of Stars a day (starting at 1 for Level 1) (Higher level stars have multiplied weight per star)

• Company can plant “count-down treasure chests” at places they want videos

• Allow users to create a story, narrative, or trivia facts attached to the video. (Subtitles or voice-over, or a blurb below video)

• Exp boosters for weekly theme vidoes. Multiplied by # of likes.

• Star Stats based on emotions

• Videos share will gain 50% extra rewards for 24 hours. New shares renews it to 24 hours.

• Tag friends in videos and follow other users

• Compounding Group Quest: users can initiate a cluster call. Videos created within next 24 hours in area gains compound bonus.

• Recruit Booster: More rewards when invited friend level to 3

• Achievement symbol Easter Eggs

• Take a Walk down Memery Lane: If they upload a video give random “highlighted” videos made in the past but at the same place.

• Stub Collecting Cap: user needs to return regularly to collect earned stubs. If not, generated stubs would be lost.

• Feedback Mechanic: You just turned another video into a lasting Memery.

• City competition on the most Stars

IV. Endgame

Avoidance

Ownership

Empowerment

Meaning

Unpredictability

Accomplishment

Scarcity

Social Influence

• Sponsored Memery Collector: get paid to travel and record epic ES videos.

• Earn advertising share for their videos?

• Complete extremely difficult collection sets.

• Memory Rock Stars: people with over 1 million views on their videos.

• Diamond Frame Big Burn

• Successful Group Quest Feedback Mechanics

• Regional Top 100

• CD1 Titles: Historian of the World. Explorer of the World. etc.

• Videos labelled “Historical.” “Legendary.”

• Regional “Elitism” Competition

• Advanced video mixing and narration tools

• Video responses to videos

• Create powerful emotional videos through emotion searching (via emotion stubs)

• Country-Collection Map

• Unlock more storage space• Sunk Cost Prison:

reminder to not lost videos

• Easter Egg that is embedded at certain locations when people record/view videos there.

• Worldly sentiment view

Thank You. Truly.

YukaiChou.com @yukaichou

yukai@octalysisgroup.com