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An example based foundational seminar about gamification.

An example based foundational seminar about gamification.

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Gamification seminar Gamification seminar Presentation Transcript

  • GamificationUnderstanding the possibilities for changeCharlie Bess, P.E.Blog: http://www.hp.com/go/tnbtTwitter: @cebess© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • Definition Game (interface) elements Game mechanics Badges Points Time constraint Turn-taking Levels Leader-boards Limited resources Gamification “the use of game design elements in non-game context” Education Healthcare Employee training program E-commerce Innovation It is about metrics-based behavior change.2 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • A New WorldWith the advent of virtual reality, advanced interaction capabilities of computingtoday, the barrier between the real world and a virtual world can be madepermeable, allowing for new types of interaction and business value generation.3 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • Gamification is not…Just using games in businessAre you human? As a replacement for captcha http://www.areyouahuman.com4 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • Gamification is not…Simulations – Although simulations can be serious games Pulse!! The Virtual Clinical Learning Lab Texas A&M Corpus-Christi5 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • Gamification is not…Just for marketing and engagement or Points, Badges and Leaderboards Leaderboard Points Levels Badges6 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • Audience PollHow many of you have worked on or with a Gamification project?What was your experience? How many expect to experience gamification at work within the next year?7 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • We have all seen and participated games in business Real World Activity Game Concept Monthly sales competition Challenge Frequent flyer program tiers Levels Weight Watchers group Team Free Coffee after ten purchases Reward American express platinum card Badge8 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • You know we’re talking about gamification – right?Here is a challenge…Listen for the top 3 ideas that you’d like to take back to your workplace. Why did you find them interesting?I’ll be asking you to talk about these near the end.9 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • Why now?Gaming techniques like dashboards, sales incentives andleader boards have been used for years.Nearly everyone is familiar with the badges &ribbons and their use in scouting and 4-H aswell as “gold stars” in school. Thesetechniques have been used to motivatechildren for years.All the world’s a game.10 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • Why now?TrendsBusiness Technology• Ecosystem of partners and services • Mobile• Reduction in product lifecycle • Cloud computing• Governance and compliance • Analytics/big data• Green • Social• Innovation • Automation and Workflow • Sensing & ubiquitous computing11 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • Most social media sites use gamificationLinked In12 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • Most social media sites use gamificationKlout – a meta social site13 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • Enterprise gamification is growing rapidlyBy 2014, over 70% of companies will have at least one gamified productBy 2015, over 50% will gamify innovationFor business gamified services for consumer goods marketing and customerretention will become as important as Facebook, eBay or AmazonThey also said that 80% of implementations will fail by 2014 from poordesignSource: Gartner - http://www.gartner.com/it/page.jsp?id=1844115 http://www.gartner.com/it/page.jsp?id=1629214 http://www.gartner.com/it/page.jsp?id=225101514 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • Why should Gamification be of interest to you?It is applicable to all areas of servicesExposed customers to additional capabilities (training):• New hardware features• Facilitate organizational change – Unified CommunicationsAs a feature of a product:• Improved project management or testingDirectly addresses business opportunities like:• Customer retention• Employee engagement• Collaboration across business segments• Business process adoption• Delivery consistency15 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • Gamification can benefit the enterpriseIt can directly effect the bottom line Increase User engagement Motivate participation Influence behavior Drive adoption, learning Increase loyalty Improve quality of service Increase efficiency Reduce costsGamification Grows Up to Become a CEOs Best Friend - http://www.onforb.es/JcOFkH16 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • Gamification Framework Goals Rules Feedback17 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • Goals • Visual storytelling • Reputation • Visual cues • Performance • Response objects • Quality • Reward schedule • Completion • Disincentives • Quantity • Access • Time Mechanics Measurement Reward Behavior • Loyalty • Recognition • Mastery • Status • Quality • Access • Engagement • Stuff • Envy • Self-actualization • Control “Players” Organizational Goals Feedback Rules18 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • Think like a game designerWhat are your goals?To change behavior?Persuade?Loyalty?My perspective of gamification differs from some experts in thatI view ‘fun’ as a desired side effect, not a goal in itself.19 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • Think like a game designerWho are the players?The customers, employees, community, target population you are trying to affect…• Players are the center of a game• Players feel a sense of autonomy/control• Players playYou needs to get your players playing and keep them playing.How do you create an experience? Something that doesn’t get old…20 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • Bartle’s Player Types Acting Killers Achievers People Environment Socializers Explorers Interactinghttp://www.mud.co.uk/richard/hcds.htm The information contained herein is subject to change without notice.21 © Copyright 2012 Hewlett-Packard Development Company, L.P.
  • Game Balance How many of you know about “flow”? • Time passed without your awareness • You think beyond the immediate task Have any of you reached a state of flow in a gaming environment? What made you move into that state?22 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • There are different kinds of funNicole Lazzaro’s 4 Keys1. Easy Fun 3. Serious Fun• Exploration • Repetition• Fantasy • Rhythm• Creativity • Collection2. Hard fun 4. People fun• Goals • Communicate• Obstacles • Cooperate• Strategy • Compete POSTER -- http://xeodesign.com/4k2f/4k2f.jpg WHITE PAPER -- http://www.xeodesign.com/xeodesign_whyweplaygames.pdf23 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • Finding the fun – the elements • Visual storytelling • Reputation • Visual cues • Performance • Response objects • Quality • Reward schedule • Completion • Disincentives • Quantity • Access • Time Mechanics Measurement Reward Behavior • Loyalty • Recognition • Mastery • Status • Quality • Access • Engagement • Stuff • Envy • Self-actualization • Control24 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • The ‘Game’ is at the intersection of the elements and the experience Experiences Elements Games25 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • Feedback Private/ Individual Batch Real-time Leadership Public Audience Timeliness Feedback26 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • Points• Used to keep score• Determine win states• Connect to rewards• Provide feedback• Display of progress• Data for the game designer• Fungible27 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • Badges• Representations of achievement• Flexibility• Style• Signaling of importance• Credentials• Collections• Social display (status symbols)28 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • Leaderboards• Ranking – Feedback on competition• Personalized leaderboards – Friend-relative variant• Social• Danger! (but more on that later)29 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • Game Elements: foursquare.com 1.Point Systems •Experience points •Redeemable points 2.Badges (acts as a symbol of) •Goal Setting •Instruction •Reputation •Status •Group Identification 3. Leaderboards •No-disincentive leader board •Infinite Leaderboards • Mayorship: Check-in to a venue on more days than anyone else in the past 60 days • Badges: Check-in at different venues • Points: Check-in and earn points • Superuser status: Given to helpful contributors30 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • Pay attention to how these elements are perceived…• The elements are not the game• Not all rewards are fun• Not all fun is rewarding• It is not a cookie cutter, but you can learn from your mistakes Beware of unintended consequences31 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • A platform to share text, photos, quotes, links, music, and videos from your browser,phone, desktop, email or wherever you happen to be. Caution32 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • RulesAll games have rulesRules provide :• Structure and focus o Have you ever heard someone say “that’s not fair”? It is because there are real or implied rules in play.• Guidance• A channel to move activities in desired ways• Consistency (they can’t change, unless there is a reason for them to change)• A framework for self-discovery• Understanding for the player of what’s importantRules define how players go about achieving the goals; they are the challenge of the game.33 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • Have you ever seen a rules system that didn’t work?Why was that???34 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • RulesTypesDecision points?Structure vs. experimentation PhysicalSocial vs. alone (extrinsic vs. intrinsic)WhyLearning?Mastery?Experience?Persuade?Remember it’s a game Rules Social Business Rules35 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • Gaming the systemThis is also a function of rulesLooking for those unintended consequencesCheating – it’s part of lifeGaming the system36 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • More Gamification Examples© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • Foldit• Protein folding, puzzle game where results can be used in real science• Human protein folders can be more effective than computers at certain aspects of protein structureprediction Foldit gamers achieved the first crowdsourced redesign of a protein with more than 18-fold higher activity than the original. Intent of the game: Design of Compact Protein Structures Players: 138 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • Balanced Scorecard: Four Perspectives Financial es es es t iv ur et s tiv j ec ea s rg iti a Ob M Ta In “To Succeed financially, how should we appear to our shareholders?” Customer Internal es es es s t iv ur Business s s ive s tiv re ive c s et ts a su je ct ea rg iti at e je Ob Vision ea rg a Process iti M T In Ob Ta M In “To achieve our “To satisfy our vision, how and shareholders and should we Strategy customers, what appear to our business customers?” processes must we excel at?” Learning and s s s ive re ive ts su Growth ct at e je ea rg iti Ob Ta M In “To achieve our vision, how will we sustain our ability to change and39 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein improve?” without notice. is subject to change
  • Now What?© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • Starting a projectBe a game changer – ask questions1. What are the goals?2. Who are the players?3. Understanding user motivation4. Define the story5. What will you measure?6. What behaviors do you need to change?7. What are the rewards?8. How can you test the game?41 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • Gamification of a conference abstract review processA personal experience…Why was this project chosen:42 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • The Abstract Review TeamThe scope if the effort ~1800 abstracts total * 5 reviews / abstract = 9000 total reviews 9000 reviews / 7 sub committees = 1286 review assignments per sub -committee 1286 reviews / 5 PC members per subcommittee = ~258 review assignments per PC member ~258 reviews / 9 reviewers = ~28 reviews per reviewer 7 PC Co-Chairs (Sub-Committee leaders) Sub-committee ~1280 abstract assignments Co-Chair Co-Chair PC PC PC PC PC PC PC PC PC Co-Chair PC PC PC PCPC PC Co-Chair membermember member PCPC PC membermember member PC member PC memberPC PC PC PC PC Co-Chair member member member PC membermember PC PC member PC member PC PC PC PC Co-Chair Co-Chair membermember member member member member PC member member PC member PC member PC member PC PC membermember PC PC abstractsmembermember member member member member member member member member member member ~28 ~28 ~28 ~28 ~28 ~28 ~28 ~28 ~28 abstracts abstracts abstracts abstracts abstracts abstracts abstracts abstracts abstracts Reviewers PC member + ~8 Subreviewers43 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • Gamification of a conference abstract review processA personal experience…The goals:1. Increase the quality of the feedback to the authors by the reviewers2. Improve the timeliness of the reviews The players: The abstract reviewers The motivations: 1. Intrinsic – do a good job, learn more 2. Extrinsic – recognition by their peers Measurement: 1. When reviews are completed 2. Comment word count • Targeted at authors • Targeted at reviewers44 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • Gamification of a conference abstract review processPointsPoints are awarded for:• Performing reviews• Completing badges45 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • Gamification of a conference abstract review processBadges46 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • Gamification of a conference abstract review processDashboardBadges updated once per weekMail containing feedback of rankings sent out approximately3 times a week.47 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • Gamification of a conference abstract review processA feedback examplexxx, yyy,DBi shows you have completed 8 reviews out of the 30 DBi shows you have completed 32 reviews out of theyou are scheduled to perform. We are 62.07 percent 32 you are scheduled to perform. Congratulationsthrough the review process and you are 26.67 percent on having your reviews marked complete in DBi. Youthrough your reviews. The review period end date is can always update them between now andDecember 5th. December 5th.Your total score is currently: 8 You have the most reviews completed in week 3That score ranks you 152 among the non-PC reviewers. badge. Your total score is currently: 42We just finished week 3. That score ranks you 4 among the non-PCTo access the current Reviewer dashboard, go to: reviewers.http://link.hp.com/u/zzzz We just finished up week 3.Thank you for your efforts in support of Tech Con. To access the current Reviewer dashboard, go to: http://link.hp.com/u/zzzz Thank you for your efforts in support of Tech Con.48 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • Gamification of a conference abstract review processTesting…For this project we had years of previous review detailed data.I created tools to run the dashboard and identify the badge winners for 2 of the previous years.This gave me a performance baseline, as well as ensure that the tools would work when it came time toactually perform the reviews.49 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • The resultsTimeliness of reviews It may just be the Hawthorne effect:The simple act of paying attention has a positive impact on productivity.This year when we were 29% of the way through the time available for reviews, 14% of the reviews were complete.To get to 14% in the previous years, it took significantly more time:2013 – 29%2012 – 38%2011 – 44%2010 – 43%The feedback from the reviewers has been generally positive. They liked the beating drum of feedback on theirprogress… a number of people commented surprised at its effect on their behavior.50 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • The resultsAmount of review feedbackThe process is not complete yet but (words of feedback):2013: 55.762012: 24.172011: 26.632010: 32.48Almost doubling last year…51 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • Challenge…I said I was going to ask you about this…What were the top 3 tips that you’d like to take back to your workplace? Why?52 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • Discussion??Charlie Bess, P.E.e-mail: Charlie.bess@hp.comBlog: http://www.hp.com/go/tnbtTwitter: @cebess© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • ReferencesGamification 101: http://www.bunchball.com/sites/default/files/downloads/gamification101.pdfFun is the future: http://www.youtube.com/watch?v=6O1gNVeaE4gGartner Predicts Over 70% penetration of Gamification: http://www.gartner.com/it/page.jsp?id=1844115Gamification of the Enterprise: http://www.infoworld.com/d/applications/gamification-of-the-enterprise-201959Jane McGonigal, Reality is Broken: Why Games Make Us Better and How They Can Change the World (New York:The Penguin Press, 2011),Jane McGonigal video Gaming Can Make a Better World”:http://www.ted.com/talks/jane_mcgonigal_gaming_can_make_a_better_world.htmlhttp://www.slideshare.net/ervler/gamification-how-effective-is-itChorewars: http://www.chorewars.com/help.phpGamification course from Whorton on Coursera: https://class.coursera.org/gamification-2012-001/54 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.