Gamification - Motivational Design - Engagement

Niels van der LindenNovember 2015

GAMIFICATION = BADGES

WORK

Repetitive and Dull

Once a year

Contradictionary, Vague

Unclear

Unclear

Too much & Not Enough

Forbidden, Punished, Not Talked About

Hidden

Mid to Low

Accidental

GAME

Repetitive, but Fun

Constantly

GAMES versus WORK

sourceEnterprise-gamification.com

Clear

Tasks

Feedback

Goals

Path to Mastery

Rules

Information

Failure

Status of Users

Autonomy

Obstacles

Clear

Clear & Transparent

Right Amount at Right Time

Expected & Encouraged

Transparent

High

On Purpose

BUSINESS SOCIAL SCIENCES

DESIGN

BUSINESS SOCIAL SCIENCES

DESIGN

Concept Map of Gamification

GAME

MOTIVATION

BEHAVIOR

BUSINESSGOALS

DESIGNLOOP

PERFORMANCE

FINANCIAL IMPACT OF INCREASED ENGAGEMENT

Low Engagement & Value

Medium Engagement & Value

High Engagement & Value

Moving 1% from one level to the next level increase revenue by5%

Moving 5% would increase revenue bymore than 20+%

value = 200 TL / year

value = 5 TL / yearvalue = 50 TL / year

1%

9%

90%

100.000 customers90.000 x 5 = 450.000 TL9.000 x 50 = 450.000 TL1.000 x 200 = 200.000 TL----------------------------------1.1 million lira revenue

100.000 customers89.100 x 5 = 445.500 TL9.810 x 50 = 490.500 TL1.090 x 200 = 218.000 TL----------------------------------1.154 million lira revenue

use casefictional data

DESIRED VALUABLE

FEASIBLE

DESIREDhuman

VALUABLEbusiness

FEASIBLEtechnical

Behavior

Organization Design

TeamTasks

Role Tasks

Single Task

Single Behavior

Levels of Gamification

Self-Determinaton Theory

sourceRyan and Deci, 2000

Levels of Gamification

Implicit (hidden) - - - - - - Explicit - - - - - - Game Like

BusinessObjectives

Motivational Drivers

Activity Loops

Design&

Develop

STARTPROGRAM(measure)

Actions & Goals

ANALYSIS

ITERATE

ITERATE

Gamification = Design

ROLES IN A GAMIFIED EXPERIENCE

businessprocessexpert

productdesigner/manager

gamificationdesigner

domainexpert

I understand engagement & motivation

I also know the long term impact and traps

I understand the business, it’s processes and the possible ways to change them

I understand the domain we’re applying

gamification to.

I know the KPIs and the audience. I have

behavior data or know how to collect it.

I understand how to translate the needs and gamification design into

a solution

RA

BUSINESS METRICS

sourcePirate Metrics // Dave McClure

A R R

AcquisitionYou acquire the user

ActivationThe user uses your product/service

RetentionThe user continues to use your product/service

ReferralThe user recommends your product/service to others

RevenueThe user pays for your product/service

RELATED

● Data● Analytics● Big Data > Information > Insight● Motivation

○ Personal Motivators○ Social Motivators (in context & out of context)

● Quantified Self○ Personal Development○ Job Performance

● Engagement○ Individuals○ Groups > Team > Community Building

● Start > Continue > Finish● Perform & Improve● Reputation & Recognition● Crowd Sourcing● Design Approach: Measure, Learn, Iterate

MARKETING MIX

PProduct

Place

Price

Promotion

PP

P

CLASSICAL B2C (PRODUCT)

MARKETING MIX

SSolution

Access

Value

Education

AV

E

sourceHarvard Business Review 2013

B2B

MARKETING MIX

sourceType2Consulting

Product

Place

Price

Promo

Solution

Access

Value

Education

Continually improve features and functions.

Differentiation is based on technological superiority relative to competitors.

Determine the location through which customers find it most convenient to purchase.Identify appropriate distribution partners, wholesales, and middlemen.

Set price relative to competitors, cost to produce and profit margin required.

Manage the real and percieve price the customer pays.

Communicate the full range of product features and functions.Ensure the message’s reach through advertising, publicity, and personal selling.

Define offerings in terms of the current and emerging needs they meet.

Differentiation is based on the relevance of the offerings to the specific needs of customers

Consider the customer’s entire purchase journey: how and where they access the solution, take delivery, and incorporate it into their value chains.Develop an integrated, cross-channel presence.

Understand the role that the solution plays in increasing the customer’s business effectiveness.

Articulate the full range of benefits provided relative to the price.

Develop a program to provide relevant information to customers at each point in the purchase cycle.Focus communication on the customer’s needs and required benefits, not the full range of product features and functionality.

Gamification

The use of game design thinking within a non-game environment to engage people, motivate action,

promote learning and solve problems.

Gamification - Motivational Design - Engagement@dtdidNiels van der Lindenniels@actapi.com

www.actapi.comwww.oyunlastirma.co

Thank You!Thank You!