Rethink the Pink Gamification design & gender

SXSW 2017Marigo Raftopoulos PhDStrategic Innovation Lab

@marigo#rethinkpink

Rethink the Pink Unconscious bias in

design (lazy stereotypes)

Negative impact on workplace performance:• Job satisfaction• Work tensions• Mistrust• Morale• Turnover

How well is this working for you?

Engaged

Disengaged

Enrolled

20%

40%

40%

Towers Perrin 2011; Gallup 2013; CEO Institute 2013

Not all game worlds are equal Learn from MMOGs for the

future of work – BUT They are also microcosms

of “reality” (unconscious design)

Often perpetuate stereotypes & biased models of participation

Motivation is universal Performance differences are associated

with gender, but not caused by gender itself

Cultural and contextual obstacles and expectations; not capability related

Gendered behavioural patterns contribute to a self fulfilling cycle

Sex ≠ Gender (Biology Vs Sociology)

Being Human

Agency, Action, Social, Mastery, Achievement, Immersion, Creativity,

Escapism

Who are you designing for? Tactical and

short term

Play to the stereotype

Design for conditioned response

Improvement

Strategic and long term

Play to the potential

Rethink and redesign for agency

Innovation

Meet Audrey (aka “Zelli”)

“The only thing that matters in the game is your skill. I can be anyone I want to be and do anything I want to do, and no one is going to use my age or gender against me.”

Lessons for the future of work (1)

• In the future of work, capability and innovation will require a synthesis of multiple intelligence • Are we inadvertently creating ‘biased’ AI?

Lessons for the future of work (2)

How do we rethink models of participation, reward and recognition through experience

design for innovation?

Lessons for the future of work (3)

How do we use new media culture to tap into our different personal identities of our inner worlds? i.e. Second Self, Gender Bending, etc. for deep

insight & creativity

Thank you!

www.strategicinnovationlab.com

@marigo #rethinkpink