Keynote Bizplay 2013: Gamification and Banking: Breaking a lance for gaming in a financial...
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17-Oct-2014 -
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Transcript of Keynote Bizplay 2013: Gamification and Banking: Breaking a lance for gaming in a financial...
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Gamification and bankingBreaking the lance for gaming in the financial sector
Bizplay 2013 | Maarten Molenaar | Rabobank Netherlands
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Who am I ?
You can discover more about a person in an hour of play than in a year of conversation.
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Who am I ?
Damgloin
Priest healer (support role)
Achiever/free spirit
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Maarten Molenaar
Maarten Molenaar Manager Gamification Hub Rabobank Netherlands
10 million customers
1.9 million members
50.000 employees
48 countries
Twitter: @MaartenMA
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Gamification
Emergence of Gamification:
Technological drive: cultural shift Economical drive: literacy shift
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Cultural shift generation Y
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Growing workforce
25%
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Digital Natives
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There is no digital media
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Ubiquitous in a New Generation
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Data is like water from the tap
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New interaction with systems
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Systems of engagement
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They dont care..
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It is must be relevant
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Cultural shift
New generation needs game mechanics as an enabler.
Abundance of data calls for systems of engagement.
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Literacy shift
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Average age of a gamer
37
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Percentage of female players
50%
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Gaming platforms
55%
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Global industry turnover
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What does this mean?
(Digital) games are known and normal: For every age For every demographic For every level of income At any place At any time
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En what does that mean?
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Literacy shift
Rapid growth of the gaming industry.
Games are becoming part of our every day lives again.
Users are getting used to the gaming grammar.
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Gamification
Applying the game-design thinking to a non-gamecontext in order to achieve a higher level of userengagement, change behavior and solve problems.
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What is so special about games?
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Autonomy
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Mastery
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Beter plaatje voor relevanceBeter plaatje voor relevance
Relatedness
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Progression & feedback
Thomas van Manen - Sogeti
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Learning
Sebastian Deterding
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Flow
Flow - Csikszentmihalyi
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Designing for motivation
Ghosydney.com
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Nike+
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Back to gamification
Applying the game-design thinking to a non-gamecontext in order to achieve a higher level of userengagement, change behavior and solve problems.
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Beter plaatje voor relevanceBeter plaatje voor relevance
Engagement with the system
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Beter plaatje voor relevanceBeter plaatje voor relevance
Change behavior
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Beter plaatje voor relevanceBeter plaatje voor relevance
Solve problems
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Gamification & business
The difference between gamification and serious games:
Holistic versus adaptive (closer to your company) One-time experience versus continious engagement
(a more sustainable experience)
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Engagement at work
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Supporting customers
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Gamification & Rabobank
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The online mortgage process
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The gamification solution
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The gamification patterns
Progression &
feedback elements
Gamification
Blankstates
Call for action, motivate to fill the blank spots.
Feedback indicators
Instant feedback on the progress of their actions.
Quest Queue
Motivating the user in providing a clear overview of what
activities need to be completed.
Reward
The customer who uses the crosschannel mortgage process
receives a reward in the form of a 450 euro discount.
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Gamification is a hype
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How to get a grip on hypes
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Learn and understand
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A Cooperative bank
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A Cooperative bank
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A Cooperative bank
Members
Local
Rabobanks
Central Board
Rabobank
Netherlands
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Learning at Rabobank
Local branches
Learning & Development
Lean Competence Center
Recruitment
User Experience Center
Innovation IT HR Communications Marketing Control
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Activities
Inspiring Inspire colleagues Invite them to share and co-create
Learning Learn from ongoing projects Combine the fields of (academic)
knowledge Collaborating in the enterprise
gamification community
Advice On Gamification/gaming topics
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Example: CRM Challenge
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CRM Challenge
0
0,5
1
1,5
2
2,5
3
3,5
4
FA
FB
V&S
VK
Average
response time
for service
requests:
-50%
Results
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CRM Challenge
Teamplay
Teams work together on daily basis to increase
their performance in the challenge.
Progression & feedback
Teams track their performance daily. By setting
clear goals and receiving immediate feedback
they managed to improve continiously.
Reward
The biggest price was the recognition for their
performance. Placing the teams in a spotlight
turned out to be their biggest reward.
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What have we learned?
Gamification
requires a variance
of competences
Cover your bases!
(goals &
measurement)
Gamification is
motivation design
Gamification starts
with root-cause
solving.
Its the design
process, not just
the design
elements
Make it
meaningful!Start & IterateCo-create & share
Dont be afraid
not to use
gamification!
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Implementation
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4 Examples
User Experience Center Analyse business requests. Implement gamification in UI designs. Designers are trained in gamification design
Rabobank Learning Center
Use gamification to redesign the educationalprogramme for employees.
Learning through engagement.
Lean Competence Center
Gamification is used to enhance the adoption of a culture of continuous improvement
Application Development & Maintaince
Use gamification as a design principle in the virtualization of services.
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Challenges of our own
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Where does the road lead to ?
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Focus on elements
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Balance intrinsic/extrinsic
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Combining two worlds
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The PBL paradigm
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My vision on gamification
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I need your help!
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Endgame
Thank you!
Maarten Molenaar
Twitter:
@MaartenMA