Gamification is the New Black @ galynakey September 2014
10,000 hours
TL;DR
40 Minutes Gamification is FUN YOU can do it!
Q: What is that you do? A: I write user documentation. Q: What’s that? A: Erm… I document software applications. Q: Oh, you are a developer? A: Not really. I write instructions. Q: Zzzzzzzzz A: I write user help. Q: Zzzzzzzzz A: Forget it.
Q: What is that you do? A: I gamify user learning experience. Q: Wow. How did you get into it?
Once upon a time… Disclaimer #1 Domain expertise and Wing Chun primeR
Disclaimer #2: abusing Games mechanics
Gamification Platforms Disclaimer #3: gamification platforms are not covered
Domain Masters Marc LeBlanc Kevin Werbach Jess Schell Richard Bartle Yu-kai Chou Amy Jo Kim Gabe Zichermann Jane McGonigal
40 Minutes Gamification is FUN YOU can do it!
gamification is… the use of game elements and game design techniques in non-game contexts Kevin Werbach
gamification is… the process of using game thinking and game dynamics to engage audiences and solve problems Gabe Zichermann
The Key is to think like a game designer
Game designers create immersive experiences that: A. Get players to play B. Keep players playing
A. Do you like playing games? B. And why do you keep playing games?
Mass Effect Trailer
Current Business Application Marketing, Sales, Customer Engagement HR, Productivity, Crowdsourcing Behaviour change (health and wellness, sustainability etc.) Adopted from Kevin Werbach
Driving customer engagement Little Big Planet 3 Trailer My Starbucks Rewards
Improving grades- education Digitally Assisted Class
Driving behaviour change – social responsibility Augmented Reality
Driving behaviour change – wellness Piano stairs
FUN
Eight Kinds of Fun by Marc LeBlanc Sensation Fellowship Game as sense- Game as social pleasure framework Fantasy Discovery Game as make- Game as uncharted believe territory Narrative Expression Game as unfolding Game as soap box Submission story Challenge Game as mindless Game as obstacle pastime course
How is it done? – gamification towards solving the world’s greatest problems http://vimeo.com/9 094186
How is it done? – gamification towards promoting literacy http://teensummerchallenge.org
YOU
Gamification for Master Builders* Level 1: Define business objectives Level 2: Delineate target behaviours Level 3: Describe your players Level 4: Devise activity loops Don’t forget the fun Level 5: Boss Fight: Deploy the appropriate tools *Also known as 6D Gamification Design Framework by Dan Hunter and Kevin Werbach
Level 1: Define business objectives Why are we doing gamification? We want to get new users gain foundational knowledge We want to get our users make a habit of following installation instructions
Level 2: Delineate target behaviour What are our ‘win states’ and how do we know? Background analytics T-shirts to ship on completion Certificates of completion printed Something else?
Level 3: Describe your players What do we know about the players (traditional audience analysis) + motivation acting achievers killers players world socialisers explorers interacting Bartle’s Model of Player Types
Level 4: Devise activity loops Plan the player journey: engagement loop Motivation Action Feedback
Level 4: Devise activity loops Plan the player journey: mastery progression loop boss fight boss fight onboarding Ground 0
Level 5: Remember fun Tap into emotions!
Boss Fight: Deploy the appropriate tools The Pyramid of Elements* Dynamics Mechanics Components *adopted from Kevin Werbach
Dynamics: Big picture • Constraints • Emotions • Narratives • Progression • Relationships
Mechanics: Processes to drive game dynamics forwards • Challenges • Acquisition • Chance • Rewards • Competition • Transactions • Cooperation • Turns • Feedback • Win States • Resource
Components: Basic blocks for both game mechanics and dynamics • Achievements • Gifting • Avatars • Leaderboards • Badges • Levels • Boss Fights • Points • Collections • Quests • Combat • Social Graphs • Content • Teams Unlocking • Virtual Goods
Boss Fight: Deploy the appropriate tools What it might look like? – Conservative look
Boss Fight: Deploy the appropriate tools What it might look like? – Brave look
40 Minutes Gamification is FUN YOU can do it!
Thank You!
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