Transcript of "Coursera Gamification Assignment 3"
Assignment by Andrew Woodward, 21appsBackground to Gamification AssignmentThis was the output from the 3rd written assignment on the fantastic Coursera Gamification Courseled by Kevin Werbach.The course is a new form of teaching and learning under the banner of Massive Open Online Course(MOOC) that attracted over 80,000 students from 150 countries with more than 9,000 completingthe course and taking the final exam. CNN did a small piece on MOOC – and yes that is me with theheadphones on This document is my submission for the final written assignment and hopefully gives you an insightinto what the course taught.The benefit and focus for me was “How do I apply gamification techniques, in the right way, to helpchange the way people work”It provided a foundation of academic rigor to the concepts that I had already started to explore and aframework for approaching these in the future. This is an example of the framework applied to thescenario:ScrenarioYou are approached by Cheyenne Kendrick, the CEO of Go Digital Press (GDP), a global publisher ofelectronic books for devices such as the Kindle, Nook, and iPad. She knows you are one of the topexperts on gamification, which she has heard can revolutionize publishing. She asks you to present aproposal for a gamified system to take her business to the next level.GDP concentrates on the trade segment of the book market, i.e. non-fiction publications that wouldtraditionally appear in bookstores, rather than mass-market paperbacks. Approximately 50% of itstitles are targeted at business professionals; 25% are educational resources on technical topics suchas computer programming; and the remainder address a variety of different subjects.As a pioneer in e-book publishing, GDP faces the challenge that many users, even in the U.S., do notyet own reader devices. As of April 2012, only 21% of American adults reported that they had read ane-book in the past year, although those numbers are increasing rapidly. Kendrick tells you thatanother concern is that the device manufacturers and their associated distribution platforms controlthe sales process, making it difficult for publishers such as GDP to obtain data or develop directcustomer relationships. On the positive side, an e-book is a flexible digital asset, which can offerinteractive features beyond any physical book. Kendrick asks you to propose a way to gamify thedistribution or consumption of e-books, or both.www.21apps.com
Assignment by Andrew Woodward, 21appsGamifing eBooks at Go Digital PressEBooks are changing the way people read; adding new capabilities and interactions that take theexperience to a new level with integrated video, animation, narration and social features. These newcapabilities are of significant value in the non-fictional trade sector where reading is seem as a keyactivity people use to increase knowledge, develop skills and explore new ideas and trends.Go Digital Press (GDP) CEO, Chyenne Kendrick, would like to understand how a gamified system couldtake her business to the next level.Business ObjectivesAs of April 2012, 21% of American adults reported they had read an e-book in the past year, with thenumber increasing rapidly in part fuelled by the introduction of new models and lower prices. In thetarget market for GDP, predominately business professionals and as educational resources such ascomputer programming, the % of eBook readers is predicated to be higher.GDP as a pioneer in e-book publishing is looking to achieve the following from a gamified system Increase sales in eBooks by promoting the benefits of e-books over traditional format Build a relationship with its customers; gaining a deep understanding of the reading behaviours of its customers enabling it to better o promote related books through social sharing and customer insights o improve the quality of the books through reader insights, engagement, sharing and feedbackGamified SystemThe gamified system will be designed to focus specifically on the social, influencer elements. Specificcare will be taken to ensure the gamification does not de-motivate people by replacing any intrinsicmotivation they have for reading.At the heart of the gamified system will be the reader; they will have choices relating to the aspectsof the system they wish to interact with once they have signed up.Authors will also be part of the gamified system, engaging with readers of their books andparticipating in the further development of ideas and concepts they have written about.In reference to the Bartle Player type model this gamified system focused on the Socializers andAchievers.The system will support the following activity loopsOn-boardingSupporting new GDP readers to engage in the system is key to delivering the business objectives. Sign up will be integrated with existing social networking sites, allowing people to sign in using Facebook or Twitter. Free e-book provided on sign up gives extrinsic motivation The system will guide new users to complete 1st actions and reward them with feedback via a getting started progress bar o Start reading o Share an interesting paragraph or quote o Link additional social networks o Link to friends who are already signed up to see what they are readingwww.21apps.com
Assignment by Andrew Woodward, 21apps o Provided gifts/rewards based on certain actions (not visible to the users) to bring an element of surprise – for example, free book on a similar subjectRecommendationsRecommendations are the primary driver for continued use and value from readers once they havesigned up. The gamified system will look to amplify existing behaviour where people already makerecommendations Invite friends – leveraging the social network used to sign up, the system will encourage readers to invite friends to see their reading list (e-books purchased) o Bonus offers could be offered to those invited (similar to Dropbox that offers free space to the invited and inviter) Recommend books – when a book is finished prompt the user for feedback and recommended yes (facebook like) Promote related books o Based on recommendations for wider community o Based on fiends reading lists and recommendationsPersonal Goals and ChallengesFitocracy is an example of gamified system where the people set their own fitness goals, trackprogress and share with friends. It is recommended that a similar system is introduced, initiallyaimed at the educational users, where they are able to set goals and measure progress.The goals would include Number of pages read per day/week/month Reading books outside of current interest Completion of in-book challenges and quizzesThere would be opportunities to build challenges that could be completed by one or more people, asa way to encourage teams to collectively build knowledge. This aspect of the gamified system wouldleverage some of in-book elements such as competing end of chapter quizzes to help demonstratelearning.This aspect of the system should be optional as it may be deemed as distracting to certain readers, inparticular business users may see this as a distraction.Progression and MasterySocial networking sites like LinkedIn, Stackoverflow and Klout demonstrate how gamification cansupport the desire for people to be recognised for their knowledge and for some a desire to be seenas influencers.The e-book gamified system will build this through progression loops that allow readers todemonstrate their knowledge and value. The ultimate goal, to be seen as a subject matter expert onin a particular field which could be achieved via the steps Reading a range of books on a particular subject o Each book, based on it’s categorization, would count towards a the journey Sharing quotes, content and annotating books o Value can also an attributed to the number of friends shared with and also how often the comments and annotations are shared socially. These are key activities in driving additional sales – especially where the reader is regarded as influentialwww.21apps.com
Assignment by Andrew Woodward, 21apps Feedback and discussions o How engaged the reader is in discussing elements of the books they have read. There is a need to embed the discussions into the book reading experience as current book related web sites seen disconnected or simply a way to provide additional material Book Reviewer, providing formal reviews for books at the request of the author or publisher o The opportunity to review new books can be based on the influence and engagement with other books in a similar subject area. o Reaching this level the reader has demonstrated they have a knowledge and valid input into the area and authors look to them to provide insight and value o Being quoted as a reviewer should also be hi-lighted with a badge and influencer points Author o When a reader becomes an author – they are making a claim about their influence and opening themselves up to review and discussionThe journey would be display as a graphic view showing progress towards mastery and influence ineach of the subject areas of the books read. The chart would also be visible to other friends and alsothe authors of the book when they review comments and feedback.Not forgetting the funThe act of reading in and of itself can be classified as fun; in Le Blanc’s 8 Kinds of Fun it could beclassified as submission – a game as a pass time. However this is more likely relevant to fictionwhere the reader is looking for an element of escapism.This gamified system looks to introduce the following element of Fun Sharing – this is a core element of the system where people get value from sharing insights and information with friends and wider community. Collecting – the collecting of books is key to achieving the business goals of increasing sales and the collection of points and badges related to the reading Recognition – Being seen as an influencer and having reputation that is rewarded when authors ask for reviews Surprise –providing the reader with gifts / discounts at points – can also encourage the reader to Explore new areas of knowledge Exploring – not in the traditional sense, but exploring new knowledge and subject areas. Could also be used to link multiple books into a wider body of knowledge that can be explored Customising – building your own reading lists, adding annotations to books to make them your own Problem Solving – in book challenges that readers complete and get rewards forThe systemThe system will require two key technical elements in order for it to work effectively The website will be the primary system used to o support registration o updating profileswww.21apps.com
Assignment by Andrew Woodward, 21apps o following friends o reviewing progress against goals o viewing badges, points and leader boards o viewing recommendation o discussions and feedback o notifications of achievements, recommendations, requests In book integration to support the core aspects of the system and allow easy interaction. The information displayed in book will be obtained from and sent to the website o Helping indicate key on-boarding actions to engage the reader o Sharing annotating and comments o Tracking reading activities (time, pages, chapters) o Completing quizzes o Discussions – highlight areas of book being discussed and allow interaction o Progress towards any goals or challengesConclusionThe gamified system has been designed to amplify the benefits of reading books. It allows thereader to socialize their learning and share experiences with others to widen the learningexperience. It builds on the collective knowledge of all readers to improve the quality and relevanceof the books that are read.Ultimately the gamified system promotes that value of e-books over more traditional formats,encourages sales of related books and provides GDP with value insight into its customers, theirreading habits and that of their friends helping deliver on the specific business objectives ofincreased sales and more customer engagement.www.21apps.com