Gamification @ Work Janaki Kumar (moderator) 3420 Hillview Avenue Palo Alto, CA 94304. USA janaki.kumar@sap.com Mario Herger 3420 Hillview Avenue Palo Alto, CA 94304. USA Mario.herger@sap.com Sebastian Deterding Hans Bredow Institute for Media Research Warburgstr. 8-10 20354 Hamburg Germany sebastian@codingconduct.cc Scott Schnaars Badgeville Europe 483 Green Lanes London N13 4BS scott@badgeville.com Matt Landes Google Inc. 1600 Amphitheatre Parkway Mountain View, CA 94043 mlandes@google.com Erika Webb Oracle Corporation 500 Eldorado Blvd. Broomfield CO 80021 erika.webb@oracle.com Abstract Gamification is a buzz word in the businesses these days. Is this just the latest hype, or a meaningful trend worth paying attention to, or a bit of both? Most importantly, what promises or benefits does gamification hold for the enterprise, and what are the challenges or dangers? We will address these questions and more in this interactive panel discussion on Gamification @ Work. We have assembled a distinguished and diverse panel of gamification experts who will share industry, academic and vendor perspectives. Author Keywords Gamification, enterprise software, design, user experience ACM Classification Keywords H.5.m. Information interfaces and presentation (e.g., HCI): Miscellaneous. Copyright is held by the author/owner(s). CHI 2013 Extended Abstracts, April 27 May 2, 2013, Paris, France. ACM 978-1-4503-1952-2/13/04. Introduction Gamification is the application of game design principles and mechanics to non-game environments. Gamification attempts to make technology more inviting by encouraging users to engage in desired behaviors by showing the path to mastery and 2427
autonomy, and by taking advantage of people s innate enjoyment of play. Enterprise software refers to systems that businesses use to run their day-to-day activities such as finance, sales, marketing, customer service, human resources, shipping and procurement. It is typically purchased or created by companies and made available to their employees and customers. It provides visibility of the health of their organization to executives and enables them to make course corrections as needed. More recently, interest in and deployment of gamification in enterprise contexts has increased, as evidenced by various initiatives launched in the enterprises of the panel participants and elsewhere. As per Wall Street Journal, October 2011 issue: Striving to make everyday business tasks more engaging, a growing number of firms...are incorporating the elements of videogames into their workplace." There are many reasons for this trend: the changing nature of information work, entry of new generation of workers who have grown up playing online and video games, the dawn of the consumer era, and the wide spread adoption of social media and mobile technology, to name a few. Businesses today are turning to gamification as a way to engage and form meaning connection with their customers and to motivate their employees. Enterprise gamification also presents specific demands, constraints, and challenges: Integration into existing large-scale IT and software systems; specific security, privacy, and other regulations; corporate culture, business process complexities, to name a few. As with any emerging trend, the best practices are emerging as well. Some businesses are taking a chocolate covered broccoli approach, simply adding points, badges and leaderboards to their applications and calling it gamified. Others are taking a more thoughtful approach by considering the users or players, mission and motivation, then trying to identify the appropriate mechanics to enable meaningful engagement and behavior change. The purpose of this panel is to have a dialog about gamification trends in the enterprise, explore challenges, share best practices, and create awareness around this topic in the user experience community. Meet our panelists We have assembled a diverse representation of experts on Gamification from industry, academic and platform vendor perspectives. Mario Herger Senior Innovation Strategist Mario Herger is a Senior Innovation Strategist at SAP Labs in Palo Alto, California and global head of the Gamification Initiative at SAP. He has worked in the past as developer, development manager, architect, product manager and other roles on a series of new SAP products and has been driving communities for 2428
more than 15 years, including innovative topics at SAP, like Visual Composer, Business Process Experts, mobile and gamification. He recently played through all levels of the ipad game Air Attack and currently works with his four year old son on reaching the final level of Angry Birds. Sebastian Deterding User experience researcher and designer Hans Bredow Institute for Media Research Sebastian Deterding is a researcher and designer working on playful, gameful and persuasive design. He is an affiliate member of the Hans Bredow Institute for Media Research at Hamburg University, where he currently finishes his PhD on the interaction of social contexts and technical artifacts in video game play. He was co-organizer of the CHI 2011 workshop on gamification, currently hosts the Gamification Research Network, and is co-editing a book on gamification under contract with MIT Press. He publishes and speaks internationally at venues like Interactions, Lift, DiGRA, Google Tech Talks, or Web Directions, and as a designer, works with clients like the BBC, Greenpeace, or Telekom. Scott Schnaars General Manager of EMEA Badgeville Europe Scott Schnaars is the General Manager of EMEA for Badgeville, the global leader in gamification. His background includes sales & management roles at leading technology companies including WebEx, Motorola & Yahoo, the common ground being that these are all companies that had great technology, but adoption issues. His passion for gamification and reputation management stems from his previous dealings with enterprise and consumer technology companies that all faced adoption issues. He believes that game, reputation and social mechanics are the future of interaction and engagement helping technology companies to realize their vision and return on their investment for technology services. Scott lives in London with his family. Matt Landes Instructional Designer Google Inc. Matthew Landes is a staff instructional designer in Google Engineering. He is currently working on a mobile software development program and leading UX research and game mechanics for an internal facing product. At Google, he has led and supported a variety of internal programs focused on technical leaders, people managers, and intact teams. Prior to joining Google, Matthew consulted for a variety of companies including Sony Computer Entertainment (PlayStation), Microsoft, Hewlett-Packard, Convergys, and DigitalThink. Erika Webb Senior User Experience Manager Oracle Corporation Erika Noll Webb is currently Senior User Experience Manager at Oracle in the Fusion Applications User Experience team. She leads gamification efforts for the Oracle Applications User Experience group and works with groups throughout Oracle on gamification issues. Erika has a Ph.D. in Cognitive Neuropsychology. In her past life, she was an adjunct professor of psychology, teaching, among other things, Theories of Motivation. She has presented at the GSummit in San Francisco and the Enterprise Gamification Forum. She will be leading a session on gamification at HCII 2013. She 2429
blogs on gamification at http://blogs.oracle.com/gamification/ and tweets as @erikanollwebb and @GamifyOracle. Moderator This panel will be moderated by a UX professional experienced in gamification. Janaki Kumar Head of Strategic Design Services, America, Palo Alto Janaki Kumar is a Head of Strategic Design Services America, under SAP s newly formed Design & Co- Innovation Center. She leads a team of product experience design professionals who work directly with strategic customers to co-innovate with them. She became interested in gamification a few years ago when working on sustainability product offerings at SAP. Gamification provided a fun way to motivate and encourage ongoing employee engagement for sustainability initiatives. Since then, she has explored introducing gamification in other business areas. She is currently co-authoring a book on Gamification in the enterprise. Janaki has a Masters in Finance from India and a Masters in Information Systems from Boston University. Panel Structure The panel will begin with a general introduction of the topic and the panelists by the moderator. Following this each panelist will provide a brief position statement that includes the following points: Answer the following questions with examples from your practical experience: What enterprise gamification projects have you been involved in? What recurring, enterprise-specific challenges, pitfalls, and failures have you encountered in the course? What lessons have you learned from that: What would you do differently next time around? What are the open questions in enterprise gamification for researchers & practitioners? Given the diversity of this panel, we expect a rich variety in the responses. The time management plan is as follows: Introduction 5min x1 moderator 5mins Position statements 8min x5 panelists 40mins Audience Q&A 35min Total Panel time 80 mins Audience Participation Audience members will be asked to write their questions on notecards and pass them to the moderator throughout the panel. The moderator pose all or a selection of these questions (time permitting) to the expert panelists during the Q&A section. If we receive a lot more questions that we can satisfactorily address in the time allotted, we will create a web site and post the panelist s responses to all questions following the panel. We plan to have a lively and entertaining panel with a lot of interaction between the panelists and audience. 2430
Audience We expect this panel to be relevant, interesting and informative to the following audience: UX designers, researchers, product managers, developers, and business leaders interested in learning about this growing trend of gamification in business software Anyone interested in creating engaging software Academics interested in understanding this trend Gamification platform vendors who want to understand the key requirements from a business perspective Broader Community Participation We encourage the broader gamification community to be part of this conversation through a variety of channels. Prior to the conference, we will post our panel discussion on a blog post and invite gamification enthusiasts to send questions and comments to our panelists via social networking sites. The moderator will monitor the comments and select interesting posts for discussion during the panel. 2431