GWC14: Teresa colombi - "Psychological basis of gamification" (gHealth workshop)
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Transcript of GWC14: Teresa colombi - "Psychological basis of gamification" (gHealth workshop)
Psychological basis of Gamification: how to use motivation and persuasion
techniques to influence human behaviour
T. COLOMBI 05/24/2014
1. Why we play games?
2. Psychology of the player
3. Psychological mechanism: the basics of motivation
4. How to implement gamification
Overview
Why Psychology Motivation How
Why we play games?
First Human activity
Innate activity
Playing is a really serious activity for a baby
Playing is the best way to discover the world and learn
Why Psychology Motivation How
… finally, what is a game?
Everything can be a game if:
there is a system of rules, understood by the user
the user has an objective and some means to achieve it
it is adapted to his/her characteristics/skills
there is a “challenge”
there is a good “flow”
TODAY OBJECTIVE: Treat at least 12 cases
Yesterday score: 11 in 7h
Total points:
321
2 3
Why Psychology Motivation How
The power of “playing”: an example
Washburn (2003)
Experience Game
20% of H
80% of X
Such a small difference can generate significant consequences related to the playful situation gamification is always possible
Why Psychology Motivation How
How to keep the user in the good “flow”
Clear objectives
Immediate feedback after the actions
Good trade-off skills/challenge
Good knowledge of rules and User Interface
Results:
frustrations of everyday life are forgotten
loss of self-consciousness, distortion of time perception
Great user experience
Csikszentmihalyi (1975)
1. Why we play games?
2. Psychology of the player
3. Psychological mechanism: the basics of motivation
4. How to implement gamification
Overview
Why Psychology Motivation How
Several reasons:
To change his/her mind
Why we want to play
Why Psychology Motivation How
Several reasons:
To test their own limits
Why we want to play
Why Psychology Motivation How
Several reasons:
To learn something new
Why we want to play
Why Psychology Motivation How
Several reasons:
To exchange and cooperate
Why we want to play
Why Psychology Motivation How
Each user is sensible to one or more these aspects, but in any case we learn a lot from playing:
organisation
planification & strategy
self-respect
trials and failures
collaboration
...
From a business and/or a pedagogical point of view, it is useful that people play games!
Psychology behind the behaviour
Why Psychology Motivation How
PEOPLE LOVE TO PLAY GAMES
… so, Gamification can be a great tool!
+ IT IS USEFUL THAT PEOPLE PLAY GAMES
+ VIRTUALLY ALL MAY BE CONVERTED INTO A GAME
=
GAMIFICATION
Why Psychology Motivation How
Through fun and pleasure, the gamified product aims to :
deliver a message/knowledge
change users opinion
influence users behaviors (shopping…)
The frontier between gamification and persuasion (and even manipulation) is often thin…
Use gamification with caution and under a psychologist supervision!
The final aim of gamification
POSSIBLE
MANIPULATION
Why Psychology Motivation How
Gamification is a mean to increase the persuasion, which is the ability
to get someone to be convinced of something, to believe something
to get someone to do or to want to do something
Gamification and persuasion
“Positive/good persuasion” = the final goal is profitable for the user (learn, achieve goals, improve skills…) “Negative persuasion” or Manipulation = the final goal is profitable only for the source, which exercises control and influence user’s attitudes and behaviors
Why Psychology Motivation How
Reciprocity
○ If you give, you will obtain something back
Commitment and Consistency
○ If the user say “yes” now, he/she will be consistent in the future
Social Proof
○ If other people do that, I should do it (consensus)
Authority
○ if the source is respected / known, it deserves to be heard
Liking
○ if my friends join/like/do, I should do it too
Scarcity
○ if it is rare, it's worth
Cialdini’s key principles of persuasion
1. Why we play games?
2. Psychology of the player
3. Psychological mechanism: the basics of motivation
4. How to implement gamification
Overview
Why Psychology Motivation How
The “fuel” of gamification is the human motivation.
Several ways exist to motivate the users, for example show them:
that they have something new to discover
a challenge to face
the way to create a social link with other users
the possibility to obtain something very special and customised
…
Gamification is all about motivation
MOTIVATION
Try to raise internal motivation (I do it for myself) rather that external ones (I do it to have a reward), for a better engagement
Why Psychology Motivation How
Several mechanisms possible:
create a “scenario” (characters, goal, situations…)
let the user be “someone else”
mark clearly the user’s progression and path to guide him/her
put enigmas and difficulties on the path
Unlock contents/bonus according to the progression
Useful in Health for :
better empathy with patients and understanding of contexts
good anticipation of critical situations
Create an interest: discover
Why Psychology Motivation How
Several mechanisms possible to stimulate competition and achievement:
scores
badges
leaderboards
Challenges and rewards
Useful in Health for :
better performances
task needing optimal reaction time
Create an interest: challenge
Why Psychology Motivation How
Several mechanisms possible:
emulation/copying other’s behaviour
reward the information sharing and cooperation
challenges solvable only in group, with different skills
Useful in Health for :
team building
clear team member tasks and objectives
develop respect for the others (colleagues and patients)
Create an interest: social link
Why Psychology Motivation How
Several mechanisms possible:
choose characters, goals, paths, options…
customise the interface
give different feedbacks according to user’s choices, parameters and setting
Useful in Health for :
try different solutions and understand interpersonal differences
better anticipate the results related to interpersonal differences
Create an interest: customisation
1. Why we play games?
2. Psychology of the player
3. Psychological mechanism: the basics of motivation
4. How to implement gamification
Overview
Why Psychology Motivation How
Motivation is a necessary ingredient for a great user experience in a gamified product, as the need to have the good abilities and skills to succeed
Ok, we have fuel. But how to start the engine?
Activation threshold
Here triggers work!
But Fogg’s behaviour model emphasizes the need for triggers
Why Psychology Motivation How
To gamify something in the right way, first of all it is necessary to understand what is wrong about
Motivations
○ The user has understood the importance of this application? How to improve the engagement?
User’s abilities
○ The user has all the required skills? The app can be simplified (smaller and simpler tasks)?
Triggers
○ The user is aware of them? He/she understand them? Right time/place?
The problem can be also related to the user’s journey in the product
Understand when something is wrong
Why Psychology Motivation How
User experience and user’s journey
Novice
Expert
Master
Any question?
Teresa Colombi
[email protected] @colombi_teX
« La simplicité est la sophistication suprême » Leonardo Da Vinci
Thank you and see you in the
workshop