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Using product gamification to drive user engagement

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1.What is gamification? 2.Why gamification? 3.Principles of gamification 4.Game mechanics 5.Common gamification techniques 6.The Psychology of gamification 7.Player types and motivations 8.Why gamification fails 9.Gamification examples 10.Case Study Autodesk trial conversion 11.InsideView-specific challenges 12.Gamification concepts Overview 14 points up for grabs!

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What is Gamification? Gamification is the use of game-thinking and game mechanics in a non-game context in order to improve user engagement, ROI, data quality, timeliness, and learning. In particular for web sites and apps, means to encourage users to engage with the site or platform in specific desired behaviors. 1

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Why Gamification? "if you can make something more fun, and include notions of play, you can get people to do things they otherwise might not want to do. Gamification taps into our needs and desires: We like to play We like to be good at things (and have others see how good) We like to see how we measure up against others (and have others see) We like to win (and have others see) 2

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Why Gamification? 2

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2 Contrary to popular opinion, things that are enjoyable will be perceived as easy to use and efficient.

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What is gamification? 2 points

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User Motivations Achievement Altruism Reward Self expression Loss aversion Status, competition and reputation 3

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Name three player motivations. 3 points

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Game Mechanics Achievements Appointments Behavioral Momentum Blissful Productivity Bonuses Cascading Information Theory Combos Community Collaboration Countdown Discovery Epic Meaning Free Lunch 4 Infinite Gameplay Levels Loss Aversion Lottery Ownership Points Progression Quests Reward Schedules Status Urgent Optimism Virality

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Game Mechanics Behavioral Game Mechanics Solely focused on human behavior and the human psyche. Uses the following to structure and stretch the accumulation of meaningful skills: Feedback Loops Progression 4

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Game Mechanics Feedback Loops 4

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Game Mechanics Engagement Loops maximize engagement and reengagement 4

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List 3 common game mechanics. 3 points

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Common Gamification Techniques achievements / badges levels leaderboards progress bars activity feeds avatars real-time feedback virtual currency gifting challenges and quests trophy case mini games within other activities 5

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What are two common gamification techniques? 2 points

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The Psychology of Gamification 6

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6 Flow experience Challenging Progression Flow works when challenge = ability

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The Psychology of Gamification 6 How game mechanics relate to different psychology principles

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Player Types & Motivations 7

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What are four types of players? 4 points

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Why Gamification Fails 8 It replicates UI elements to manipulate instead of utilizing game design elements to motivate a user. Points and trophies are not the elements that make games fun. Do you remember your high score in Call of Duty or Grand Theft Auto or Final Fantasy? Focus on extrinsic rewards and manipulating customer behavior undermine primary tenants of motivation.

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Gamification Examples 9 LinkedIn Progress Bar Two major flaws: It reaches 100%: the best progress bars continue to be viable well beyond 100 You have to complete the steps in order to progress

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Gamification Examples 9 LinkedIn Progress Bar Other flaws: Showing all options at once is overwhelming. Sequencing is very powerful. You dont start a game with all the abilities and powers. Instead you slowly work up to more advanced challenges

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Gamification Examples 9 Progress Bar & Achievements

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Gamification Examples 9 Personalized setup Using: Pattern recognition Visual imagery Recognition over recall

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Gamification Examples 9 Leaderboard & Real-time notification

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Gamification Examples 9 Delight 66% more people than normal took the stairs

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Gamification Examples 9 Challenge

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Gamification Examples 9 Completion

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Gamification Examples 9 Quests

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Case Study AutoDesk Trial 1010 Quests / Missions

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InsideView Challenges Few examples and success stories of gamification of enterprise apps Most users experience product in mash--up, in context of doing other tasks Focus on positive reinforcement vs. negative reinforcement BUT Sales people are competitive by nature :D 1

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Concepts 1212 Set-up Wizard / Progress bar Team Leader boards personal and team competition, recognition, status In-app and/or email Badges task completion content contributions Publish activity to chatter and activity stream e.g. team can see that you synced info, added connections, etc. Progressive tasks/quests for features that have yet to be accessed

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1212

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Questions? Comments? Ideas?