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Game thinking & behaviour design
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Exploring the connection between behaviour design and game thinking in shaping effective business transformation strategies.

Exploring the connection between behaviour design and game thinking in shaping effective business transformation strategies.

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Game thinking & behaviour design Presentation Transcript

  • 1. Behaviour Design & Game Thinking New Frontiers for Business TransformationCreative Performance Exchange Melbourne 17 April 2012
  • 2. Transformation by influencing behaviour Behaviour Design Solution Observable, measurable actionA B Not about cognition (thoughts, feelings, emotions)
  • 3. What we can learn from Angry BirdsTMstory. mission. task. measure
  • 4. What we can learn from Angry BirdsTM story mission task measurestory. mission. task. measure
  • 5. Let’s play!
  • 6. Why Angry Birds?700 million downloads since 200930 million active daily usersMost successful mobile app to date Compelling gameplay through persuasive design
  • 7. Why is behaviour design important? Workplace Project & Change Engagement Management Engaged 20% Success 30% Not Committed 40% Failure 70% Disengaged 40% Towers Perrin GartnerThe current game isn’t fun or compelling anymore
  • 8. As we change, our models (& games) need to change...Average human attention span in gameplay 2000 2012 12 minutes
  • 9. As we change, our models need to change...Average human attention span in gameplay 2000 2012 12 minutes 5 seconds
  • 10. Fogg Behaviour Model provides a framework X+ Ability+ Motivation+ Trigger
  • 11. Ability: birds, slingshotMotivation: revenge on pigsTrigger: game mechanics (score, audio, visual, timing) Angry Birds Behaviour Model
  • 12. The game layer enables the flow zone(behaviour design can’t take you there for higher order tasks) Autonomy + Competency + Relatedness = 46% higher retention Fun = 16% higher retention
  • 13. Ability factors (simplicity is key)TimeMental effortSocialMoneyPhysical effortNon routine
  • 14. MotivationPleasure/painHope/fearAcceptance/RejectionEpiphany** Can’t design for this!
  • 15. Steps in behaviour design* Behaviour Design Solution Quest Starfish Trials * Modified from the original BJ Fogg Bootcamp which has 7 steps
  • 16. 1. Select desired ‘crisp’ action, goal or behaviour Quest Starfish TrialsAbstract: Assert the pre-eminence of birdsMaybe: Build skills & capability of birds to defeat the pigsBest: Destroy the pigs’ structures by catapulting each birdGroup Exercise: design a quest for improving health
  • 17. 2. Map different paths to achieve the quest Quest Starfish TrialsBrainstorm a set of possible sequential pathways that couldbe introduced to reach the questGroup Exercise: each person in each team to design asequential path of 3-5 ‘crisp’ steps
  • 18. Starfish example: BJ Fogg Bootcamp March 2012 paths & options
  • 19. 3. Don’t argue, test it! Quest Starfish TrialsPut the ideas out there fastRun trials, test & measure, then run some moreFail fast & oftenIterate along the wayMany fast trials (behaviour) beats deep thinking (cognitive)
  • 20. In game design, this is called rapid prototypingSet up. Design. Implement. Playtest. Evaluate. Iterate. Restart (or end).
  • 21. In science, it’s much the sameObservation. Hypothesis. Experiment. Interpret. Develop (or restart).
  • 22. Game thinking & behaviour design combined canproduce more focussed business outcomes Assess Where You Are Game Design to Engage Autonomy + Competency + Relatedness + Fun Behaviour Design to Activate Quest Starfish Trials
  • 23. Thank you!Marigo Raftopoulos | marigo@strategicgameslab.com | www.strategicgameslab.com