GAMIFICATION a method, a toolbox and a mindset
KO Strategi 2016-09-16 @janbidner
KO UX 2016-09-26 @janbidner
GAMIFICATION
DESIGN PATTERNS
END RESULTS
HOW WE THINK WHEN WE DESIGN
HOW WE PERCEIVE THE END PRODUCT
IN
TEN
TION
What is strategy?
• External marketing?
• Internal engagement?
• Engagement strategies!
DIGITAL
…communication …financial …IT …etc
STRATEGY = a long line of activities planned in a careful/strategic manner!
LONG TERM PROCESS
CAMPAIGN
CAMPAIGN CAMPAIGN
CAMPAIGN
CAMPAIGN
CAMPAIGN
CAMPAIGN
BEHAVIOUR DESIGN
• Design around people’s behavior
• Add meaningful layers to support CORE ACTIVITIES
CREATE NEW
BEHAVIOURS
GAMIFICATION is NOT…
• Badges and leaderboards
– Game components (not all games)
• Games
– Games uses gamification
• Achieving learning goals
– That’s e-learning and goal fulfillment…
GAMIFICATION IS…
• Changing behaviour!
• Triggering people to do things
• Creating addictive feedback structures:
– Social
– Competitive
– Achievement oriented
– Purposeful
– …
THE METHOD
• Game Design Thinking
”Think like a Game Designer”
”Something that people not just can - but want to use”
HOW DO WE ENGAGE?
THE TOOL(s)
• Player Type Analysis
• Core Drive mapping
• Game Mechanics
• User Journey
• Self DeterminationTheory
OCTA LYSIS
USER TYPES HEXAD
THE MINDSET
• Wrap your mind around the “game” of a an activity, a service or a product:
• What are the objectives?
• What are the possible moves?
• Who are the players?
• What are the Challenges?
• Also: Win-conditions, Rules, sub activities, feedback and long term engagement and motivation…
Sebastian Deterding
MOTIVATION PROGRESS FEEDBACK
IMMEDIATE FEEDBACK
RULES
RESOURCES
GOAL
BUSINESS GOAL
FEEDBACK,
MEASUREMENTS & STRUCTURE
• Trigger short term engagement
• Build habits and long time engagement
• Long term engagement (find motivation)
LOTS OF
TOUCH-
POINTS!
Starting points? • Ideation phase
What problems to solve? Why we are doing this? No service or application yet? Context not completely locked?
• Improving/tweaking Improving an existing but ”broken service”? How can game design thinking solve the problem? A set context!
THE CHALLENGE IN
ANY DIGITAL STRATEGY • Not just getting people to USE the supporting services
• Getting people to WANT to use the supporting services!
HOW DO WE DO THAT? • Designing the right services!
• That are aligned with the business goals!
• That solves people’s need!
• That supports peoples behavior!
• That are challenging in the right way!