GSummit SF 2014 - Hands-on Lab: Designing Impactful Gamification Programs by Steve Sims @stevebadge
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Transcript of GSummit SF 2014 - Hands-on Lab: Designing Impactful Gamification Programs by Steve Sims @stevebadge
Copyright © 2014 Badgeville. All rights reserved
G-Summit WorkshopJune 16, 2014
STEVE SIMS
Chief Design Officer & Founder of The Behavior Lab
Copyright © 2014 Badgeville. All rights reserved
REQUIREMENTS DESIGN VERIFICATIONIMPLEMENTATION OPTIMIZATION
Developing a Gamification Program:The Gamification Lifecycle
• Requirements - Gather Business Requirements
• Design - Design the Program
• Implement - Build the Program (Code and Art)
• Verification - Test the Program
• Optimize – Make it the Best it Can Be
The main focus of this workshop is to understand the concepts behind Gamification/Behavior Management as well as how to optimize your programs over time
Copyright © 2014 Badgeville. All rights reserved
Rewards and Threats:
People are Always Running Towards Pleasure or Away From Pain
Gamification is mostly about the pleasure part So lets have a little fun…
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Things You Have Just Seen/Experienced
• Rewards and Threats (Positive and Negative)
• 1’s and 2’s
• Power of Narrative
• Self Representation
• 4 S’s
(High Level Discussion of Intrinsic and Extrinsic Behavior)
• 4 Billy Goats of Behavior
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Your Program is Live
Congratulations!!!
Using all your new found understanding of
psychology and incredible design prowess,
you have unleashed the greatest
gamified/behavior management experience ever
upon the world.
So…
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Now What?
• How do you know your program is working?
• Who is it working for?
• How do you strengthen the pieces that are working?
• How do you fix the pieces that are not ?
• How do you make sure the program is
not dead in 3 months?
One Answer: Use the Wave Methodology
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The Problem with Gamification
TYPICAL
IMPLEMENTATION
TYPICAL
‘SUCCESSFUL’ IMPLEMENTATION
Wave Implementation
ACTIVE USERS OVER TIME
SUSTAINED
ENGAGEMENT
‘novelty’ spike
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Why ‘Typical’ FailsWhat do most gamification programs leave out?
Most gamification programs fail to take into account user psychology.
Employees and customers
are people:
Their behavior is both complex
and predictable
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Case StudyThe Elliptical
• A few years ago,
my wife had to have an elliptical.
• Upon arrival
the elliptical was a huge success.
• NOW IT JUST TAKES UP SPACE.
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Novelty Doesn’t SustainWhy do users lose interest?
Engagement, Motivation and
Interest are complex topics.
Novelty can satisfy all three, but doesn’t last.
For long term results, you need to:
• Understand your users
• Grow the program as they grow
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Understanding Users……means understanding situations
You need to understand the company, users and the systems they
operate (as they are all interrelated)
• User Community - Communities are constantly in flux
• Companies - Companies evolve due to seasonal
cycles, priorities, business goals and process change
• Individuals - Employees and customers want to grow both
personally and professionally.
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ProgramNot a project
Building a program with user motivation in mind is a strong
foundation, but it’s only the beginning.
A gamified program is like
a garden:
• It needs lots of water
and sunlight
• It takes ongoing
attention to flourish
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GOOD GARDENINGThe things you need
To maintain a garden, you need:
• A window (to be able to see your results)
• A gardener (someone to fertilize and
plant flowers)
To maintain a gamification program, you
need:
• Analytics (to be able to see your results)
• A program manager (someone to create
content and expand the program)
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Wave Method
WAVE
IMPLEMENTATION
Active users over time
Sustained engagement
The wave method involves a ‘gardener’ monitoring the program and making
changes at key moments, to reinvigorate the user base
KEY MOMENTS
But what kind of changes?
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What Do I Analyze?
• What do I use to Analyze my program ?• What Areas Do I Analyze ? (There are 3 areas.. )• What Can the Analysis tell me ? (bonus points here).
Write Your Answers Down Now…..
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AnalyzeProgram Analysis looks at the data created by users’ interaction with
the environment and draws conclusions where possible
AREAS FOR ANALYSIS INCLUDE:
USER BASE
• Health (growing or shrinking)
• Active Users
• Visit Frequency ? Daily, Weekly, Monthly
ENGAGEMENT
• How much activity are users doing ?
• What activities are the doing the most/least ?
• How are they progressing ?
RETENTION
• How are new users retained in the experience?
• Sophisticated toolset to recognize users and elevate their status
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What Can I Iterate (Fix/Tune)?
Find Up to 5 things
Write Your Answers Down Now…..
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IterateIterating on a program involves tuning and tweaking the values of
existing content, with the goal of smooth ‘success curves’
THIS INCLUDES:
• Achievement milestones
• Level thresholds
• Messaging and Interface
• Relative points amounts
• Reward quality (effort to payout ratios)
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How Can I Expand My Program?
Find Up to 3 things
Write Your Answers Down Now…..
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Expand: ExtensionThe first phase of expansion is program extension. Extending a
program means to add additional content to the existing features
THIS INCLUDES:
• Extending the highest ranks of levels or status systems
• Refresh of tasks in repeating task systems
• Additional content to collections, sets or challenges
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Expand: PromotionTime sensitive content with an expected expiration. Typically highly promoted
THIS INCLUDES:
• Contests
• Challenges
• Themed content
• Sponsored tie-ins
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Expand: New Features/FunctionalityIntroduction of new features or new venues across the enterprise.
THIS INCLUDES:
• Status systems
• Affinity systems
• Karma systems
• Contests
• Social mechanics
• Change management
• Performance management
• Quantified Self
• Loyalty rewards
• Team challenges
• Learning management