Gamification for the homeless
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Transcript of Gamification for the homeless
1 in 50 Children go homeless some nights in US
1 in 30 In 2013 (2.5 million)
Ph
oto
by
Tho
mas
Haw
k
Our Solution Take a gamified approach to solving the issue of homeless
people with the support of a smartphone app
Ph
oto
by
Kh
aled
How it works
- When using the app, participants receive challenges to help the homeless, with a progressive level of difficulty.
- Local charities and centres for the
homeless distribute a card to the homeless, which people helping will be allowed to scan when they help.
- By letting you scan his/her card,
the homeless person allows you to prove you responded to a given challenge.
Target audience Core: 25-35 years old, higher education, live in cities,
medium to high revenue, sensitive to social issues
Potential barriers to action
Lack of issue awareness
Lack of time
Not knowing how to help
Attraction
Solve the lack of awareness & knowing how to help
issues and attract people to participate
Onboarding
Progressively introduce the app’s interface, provide initial easy challenges &
signal what you can do next
Laddering
Provide increasingly difficult challenges,
immediate feedback & regular appointments
Loyalty
Profile expert players (fame), allow them to coach newbies & lead
groups
Attraction (integrated
communication campaign)
Campaign website &
SEO
Film introducing the story of a
homeless person & a call for
people to help
PR at national &
regional level
Online advertising campaign (AdWords, Facebook)
Mailing to charities &
existing volunteers
Social media with regular content
creation & community
management
Goals • Raise issue awareness • Show how one can help,
even with little spare time • Encourage app download
Mechanics Phase Core motivations
Player type focus
After registering in the app, first time participants receive a thank you letter from the campaign committee with a “A home for All – I’m helping” sticker (Stuff reward)
Onboarding Community Socialisers
Introduce the user-interface of the app progressively and provide some easy initial challenges with immediate XP rewards and positive encouraging feedback
Onboarding Autonomy All
The app “learns” participants’ preferences regarding usage schedule/frequency/duration and preferred challenge type in order to provide tailored recommendations, appointments & challenges
Onboarding n/a All
Provide participants with XP (experience points) after helping a homeless person (see “what can we do” slide) when they scan the person’s card to prove they solved a challenge (e.g. “buy a homeless person some breakfast”)
Onboarding, Laddering & Loyalty
Meaning, Autonomy & Mastery
Achievers
Suggesting new ways to help the homeless (in app or on campaign website)
All Meaning & Autonomy
Explorers
Provide a leaderboard (in app & on campaign website) with top participants & 5 participants above & below a given player. Also provides indications on how to progress and exhibits decay (encourages player loyalty)
All Mastery Achievers
Mechanics Phase Core motivations
Player type focus
Encourage participants to promote the app by sharing posts via social media & email. By doing so, players receive Karma points which reinforces their social standing in the community and also trophies for special efforts (Social status rewards)
All Community Socialisers
The app provides regular challenges the player can take on, with suggestions on how to solve the issue (but player can be creative). Their difficulty increases with the player’s level and the participant receives variable rewards for fulfilling each given mission (proof by scanning homeless person’s card)
All All Achievers & Explorers
Move to next level as person has managed all challenges at current level and reached a certain XP level (Access reward)
Laddering Mastery Achievers
Allow participants to share the location of homeless people using smartphone GPS & in-app map. Finding new locations is rewarded with Karma points (to reinforce community recognition, a Social Status reward)
Laddering Community Socialisers & Explorers
Give players a sense of choice (choice perception) by suggesting one of two possible challenges at a given time
Laddering Autonomy All
Limit the number of challenges a participant can respond to in a given day with an invitation to return the next day (creates a desire to pursue the action)
Laddering Mastery & Autonomy
Achievers
Mechanics Phase Core motivations
Player type focus
Provide challenges in the app for which the player can either commit to some action to solve them or donate some funds to help. Because of this anchored juxtaposition, people will often do both
Laddering Mastery & Autonomy
Achievers
In app progress bar shows the distance in XP for the player to reach the next level and obtain access to new, more difficult challenges
Laddering Mastery Achievers
Provide special “high reward” challenges which players can take on to receive extra XP amounts. These are limited in time with expiry countdown timers (creates sense of urgency)
Laddering Mastery & Autonomy
Achievers
Provide badges & trophies for solving specific challenges, for participation frequency & duration, for being the first to manage something or doing something specific frequently. Awarded without prior notice (unexpected)
Laddering & Loyalty
Mastery Achievers
Highlight the “players of the week” in the app and on the website, based on XP and Karma point progression
Laddering & Loyalty
Mastery & Community
Achievers & Socialisers
The app encourages ongoing participation by signalling new opportunities to help, setting appointments to ensure success by returning to the app, communicating to other players about a player’s status, sending reminders to the player
Laddering & Loyalty
Mastery & Community
Achievers & Socialisers
Mechanics Phase Core motivations
Player type focus
Encourage participants to share content they create about “special moments” via the app when the help homeless people (photos, video…)
Laddering & Loyalty
Meaning & Community
Socialisers
Players at advanced levels can offer help to new players (coaching process) and receive Karma points for doing so (Social status reward)
Loyalty Mastery & Community
Achievers & Socialisers
Allow participants to select a specific homeless person they want to follow & help over a given period of time. The app allows the player to define & track the homeless person’s needs with appointments (creates monitoring attachment)
Loyalty Mastery & Autonomy
Achievers & Socialisers
Players at advanced levels in the campaign can create groups of participants (teams) within the app and become their action leader. Teams can choose to cooperate or compete in challenges provided by the app.
Loyalty Mastery & Community
Achievers & Socialisers
Feature the most successful participants in app & on website (Status reward)
Loyalty Community Achievers & Socialisers