Gamification is the New galynakey September 2014

Transcription

1 Gamification is the New galynakey September 2014

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3 10,000 hours

4 TL;DR

5 40 Minutes Gamification is FUN YOU can do it!

6 Q: What is that you do? A: I write user documentation. Q: What s that? A: Erm I document software applications. Q: Oh, you are a developer? A: Not really. I write instructions. Q: Zzzzzzzzz A: I write user help. Q: Zzzzzzzzz A: Forget it.

7 Q: What is that you do? A: I gamify user learning experience. Q: Wow. How did you get into it?

8 Once upon a time Disclaimer #1 Domain expertise and Wing Chun primer

9 Disclaimer #2: abusing Games mechanics

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15 Gamification Platforms Disclaimer #3: gamification platforms are not covered

16 Domain Masters Marc LeBlanc Kevin Werbach Jess Schell Richard Bartle Jane McGonigal Gabe Zichermann Amy Jo Kim Yu-kai Chou

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18 40 Minutes Gamification is FUN YOU can do it!

19 gamification is the use of game elements and game design techniques in non-game contexts Kevin Werbach

20 gamification is the process of using game thinking and game dynamics to engage audiences and solve problems Gabe Zichermann

21 The Key is to think like a game designer

22 Game designers create immersive experiences that: A. Get players to play B. Keep players playing

23 A. Do you like playing games? B. And why do you keep playing games?

24 Mass Effect Trailer

25 Current Business Application Marketing, Sales, Customer Engagement HR, Productivity, Crowdsourcing Behaviour change (health and wellness, sustainability etc.) Adopted from Kevin Werbach

26 Driving customer engagement My Starbucks Rewards Little Big Planet 3 Trailer

27 Improving grades- education Digitally Assisted Class

28 Driving behaviour change social responsibility Augmented Reality

29 Driving behaviour change wellness Piano stairs

30 FUN

31 Eight Kinds of Fun by Marc LeBlanc Sensation Game as sensepleasure Fantasy Game as makebelieve Narrative Game as unfolding story Challenge Game as obstacle course Fellowship Game as social framework Discovery Game as uncharted territory Expression Game as soap box Submission Game as mindless pastime

32 How is it done? gamification towards solving the world s greatest problems

33 How is it done? gamification towards promoting literacy

34 YOU

35 Gamification for Master Builders* Level 1: Define business objectives Level 2: Delineate target behaviours Level 3: Describe your players Level 4: Devise activity loops Level 5: Don t forget the fun Boss Fight: Deploy the appropriate tools *Also known as 6D Gamification Design Framework by Dan Hunter and Kevin Werbach

36 Level 1: Define business objectives Why are we doing gamification? We want to get new users gain foundational knowledge We want to get our users make a habit of following installation instructions

37 Level 2: Delineate target behaviour What are our win states and how do we know? Background analytics T-shirts to ship on completion Certificates of completion printed Something else?

38 Level 3: Describe your players What do we know about the players (traditional audience analysis) + motivation acting killers achievers players socialisers explorers world interacting Bartle s Model of Player Types

39 Level 4: Devise activity loops Plan the player journey: engagement loop Motivation Action Feedback

40 Level 4: Devise activity loops Plan the player journey: progression loop boss fight mastery boss fight onboarding Ground 0

41 Level 5: Remember fun Tap into emotions!

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43 Boss Fight: Deploy the appropriate tools The Pyramid of Elements* Dynamics Mechanics Components *adopted from Kevin Werbach

44 Dynamics: Big picture Constraints Emotions Narratives Progression Relationships

45 Mechanics: Processes to drive game dynamics forwards Challenges Chance Competition Cooperation Feedback Resource Acquisition Rewards Transactions Turns Win States

46 Components: Basic blocks for both game mechanics and dynamics Achievements Avatars Badges Boss Fights Collections Combat Content Unlocking Gifting Leaderboards Levels Points Quests Social Graphs Teams Virtual Goods

47 Boss Fight: Deploy the appropriate tools What it might look like? Conservative look

48 Boss Fight: Deploy the appropriate tools What it might look like? Brave look

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50 40 Minutes Gamification is FUN YOU can do it!

51 Thank You!