Enterprise Gamification
Best Practices
Marta Rauch
@martarauch
HCII 2013
Marta Rauch @martarauch, "Enterprise Gamification...
• Importance of Best Practices
• Gamification Design Framework
• Resources
Tip! Details are in my slides
posted on SlideSh...
The Importance of
Best Practices
Marta Rauch @martarauch, "Enterprise Gamification Best Practices" HCII2013 Copyright 2013.
 Increase customer engagement
 Motivate participation
 Influence behavior
 Drive adoption, learning, loyalty
 Improve...
But Many Projects Will Fail
Marta Rauch @martarauch, "Enterprise Gamification Best Practices" HCII2013 Copyright 2013.
htt...
Gamification
Design Framework
Marta Rauch @martarauch, "Enterprise Gamification Best Practices" HCII2013 Copyright 2013.
Gamification Design Framework
Kevin Werbach, For The Win: How Game
Thinking Can Revolutionize Your Business
1. Define busi...
Define
business
objectives
Why are you gamifying?
How will this benefit your business?
What are your objectives?
What metr...
Describe
your
players
Who will participate in your gamified activity?
What motivates them?
What game elements will be effe...
Know What Motivates Players
http://nikeplus.nike.com/plus/
Marta Rauch @martarauch, "Enterprise Gamification Best Practice...
Delineate
target
behaviors
What will players do?
How does this align
with your objectives?
How will you measure success?
G...
Amy Jo Kim's Social Actions Matrix
Marta Rauch @martarauch, "Enterprise Gamification Best Practices" HCII2013 Copyright 20...
Devise
activity loops
How will you onboard new players?
How will players progress in your system?
What type of feedback wi...
Game dynamics – motivate behavior
Examples: scenario, rules, progression
Game mechanics – help achieve goals
Examples: tea...
Gamify Tasks
http://blogs.adobe.com/phosphors/2012/06/play-levelup-for-photoshop-and-win.html
Marta Rauch @martarauch, "En...
Tie in to Social Networks
https://www.facebook.com/LevelUpForPhotoshop
Marta Rauch @martarauch, "Enterprise Gamification B...
Don't
forget
the fun
Will players enjoy your
gamified system?
Would they want to
participate without rewards?
Gamification...
Deploy
appropriate
tools
Will you use a web site, mobile app, or social network?
Will you use intrinsic or extrinsic rewar...
Schedule Playtesting
http://www.microsoft.com/en-us/playtest/default.aspx
Marta Rauch @martarauch, "Enterprise Gamificatio...
Incorporate Accessibility
If your product is required to be accessible, ensure that it
conforms to corporate accessibility...
Localizing games involves more than translation. Allow extra time.
Consider the country and culture.
Plan for Localization...
Gamification Design Framework
Kevin Werbach, For The Win: How Game
Thinking Can Revolutionize Your Business
1. Define busi...
Resources for
Learning More
Marta Rauch @martarauch, "Enterprise Gamification Best Practices" HCII2013 Copyright 2013.
• Marta Rauch, SlideShare: http://www.slideshare.net/MartaRauch
• Marta Rauch, Gamification is Here: Build a Winning Plan,...
Game On!
Your goal: Learn gamification skills to prepare for new projects and
enhance your career.
Your strategy: Gain ski...
Your quest
Attend this presentation and listen for tips.
Level 1: Journey Begun
Level 1
Newbie
Level 1 Level 2 Level 3 Lev...
Level 2: Gamification Technology
Your quest
Learn about gamification providers.
Check out Gamificationco’s list of vendors...
Level 3: Deeper Understanding
Level 3
Gamer
Your quest
• Play games to understand game mechanics,
dynamics, onboarding, le...
Level 4: Involved
Your quest
• Learn about gamification projects at your company.
Suggest ways gamification can address bu...
Level 5: Design and Playtest
Your quest
Design a gamification system.
1. Pick an enterprise problem suitable for gamificat...
Level 6: Mission Accomplished!
Your quest
• Hold an internal Gamification Summit. Collaborate to
gamify your company’s pro...
You are developing gamification skills, and are on track
for 2015, when 50% of enterprises will gamify innovation,
and 70%...
• Importance of Best Practices
• Gamification Design Framework
• Resources
Tip! Details are in my slides
posted on SlideSh...
• @martarauch
• Marta Rauch
• +Marta Rauch
• Marta Rauch
Connect
with me
Marta Rauch @martarauch, "Enterprise Gamification...
About the Speaker
The statements and opinions expressed here are the author’s own and do not necessarily represent those o...
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Enterprise Gamification Best Practices

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Enterprise Gamification Best Practices

  1. 1. Enterprise Gamification Best Practices Marta Rauch @martarauch HCII 2013 Marta Rauch @martarauch, "Enterprise Gamification Best Practices" HCII2013 Copyright 2013.
  2. 2. • Importance of Best Practices • Gamification Design Framework • Resources Tip! Details are in my slides posted on SlideShare: http://www.slideshare.net/MartaRauch Our Game Plan Key Takeaway: Use best practices to ensure the success of your gamification project! Marta Rauch @martarauch, "Enterprise Gamification Best Practices" HCII2013 Copyright 2013.
  3. 3. The Importance of Best Practices Marta Rauch @martarauch, "Enterprise Gamification Best Practices" HCII2013 Copyright 2013.
  4. 4.  Increase customer engagement  Motivate participation  Influence behavior  Drive adoption, learning, loyalty  Improve quality of service  Increase efficiency  Reduce time, costs  Drive profits Gamification Can Provide Benefits Marta Rauch @martarauch, "Enterprise Gamification Best Practices" HCII2013 Copyright 2013. Badgeville http://badgeville.com/
  5. 5. But Many Projects Will Fail Marta Rauch @martarauch, "Enterprise Gamification Best Practices" HCII2013 Copyright 2013. http://www.forbes.com/sites/gartnergroup/2013/01/21/the- gamification-of-business/ “By 2014, 80 percent of current gamified applications will fail to meet business objectives, primarily due to poor design.” -Gartner
  6. 6. Gamification Design Framework Marta Rauch @martarauch, "Enterprise Gamification Best Practices" HCII2013 Copyright 2013.
  7. 7. Gamification Design Framework Kevin Werbach, For The Win: How Game Thinking Can Revolutionize Your Business 1. Define business objectives 2. Describe your players 3. Delineate target behaviors 4. Devise activity loops 5. Don't forget the fun 6. Deploy appropriate tools Marta Rauch @martarauch, "Enterprise Gamification Best Practices" HCII2013 Copyright 2013.
  8. 8. Define business objectives Why are you gamifying? How will this benefit your business? What are your objectives? What metrics will measure success? Gamification Framework Step #1 Marta Rauch @martarauch, "Enterprise Gamification Best Practices" HCII2013 Copyright 2013. Kevin Werbach, For The Win: How Game Thinking Can Revolutionize Your Business
  9. 9. Describe your players Who will participate in your gamified activity? What motivates them? What game elements will be effective? Gamification Framework Step #2 Marta Rauch @martarauch, "Enterprise Gamification Best Practices" HCII2013 Copyright 2013. Kevin Werbach, For The Win: How Game Thinking Can Revolutionize Your Business
  10. 10. Know What Motivates Players http://nikeplus.nike.com/plus/ Marta Rauch @martarauch, "Enterprise Gamification Best Practices" HCII2013 Copyright 2013.
  11. 11. Delineate target behaviors What will players do? How does this align with your objectives? How will you measure success? Gamification Framework Step #3 Marta Rauch @martarauch, "Enterprise Gamification Best Practices" HCII2013 Copyright 2013. Kevin Werbach, For The Win: How Game Thinking Can Revolutionize Your Business Read Social App http://www.readsocialapp.com
  12. 12. Amy Jo Kim's Social Actions Matrix Marta Rauch @martarauch, "Enterprise Gamification Best Practices" HCII2013 Copyright 2013. http://amyjokim.com/2012/09/19/social-engagement-whos-playing-how-do-they-like-to-engage/
  13. 13. Devise activity loops How will you onboard new players? How will players progress in your system? What type of feedback will you provide? How will you keep experienced players motivated? Gamification Framework Step #4 Marta Rauch @martarauch, "Enterprise Gamification Best Practices" HCII2013 Copyright 2013. Kevin Werbach, For The Win: How Game Thinking Can Revolutionize Your Business
  14. 14. Game dynamics – motivate behavior Examples: scenario, rules, progression Game mechanics – help achieve goals Examples: teams, competitions, rewards, feedback Game components – track progress Examples: quests, points, levels, badges, collections Badgeville http://badgeville.com/ Game Techniques in Gamification Marta Rauch @martarauch, "Enterprise Gamification Best Practices" HCII2013 Copyright 2013.
  15. 15. Gamify Tasks http://blogs.adobe.com/phosphors/2012/06/play-levelup-for-photoshop-and-win.html Marta Rauch @martarauch, "Enterprise Gamification Best Practices" HCII2013 Copyright 2013.
  16. 16. Tie in to Social Networks https://www.facebook.com/LevelUpForPhotoshop Marta Rauch @martarauch, "Enterprise Gamification Best Practices" HCII2013 Copyright 2013.
  17. 17. Don't forget the fun Will players enjoy your gamified system? Would they want to participate without rewards? Gamification Framework Step #5 Marta Rauch @martarauch, "Enterprise Gamification Best Practices" HCII2013 Copyright 2013. Kevin Werbach, For The Win: How Game Thinking Can Revolutionize Your Business
  18. 18. Deploy appropriate tools Will you use a web site, mobile app, or social network? Will you use intrinsic or extrinsic rewards? Will you develop in house or hire a vendor? How will you deploy your system? How will you measure its success? Gamification Framework Step #6 Marta Rauch @martarauch, "Enterprise Gamification Best Practices" HCII2013 Copyright 2013. Kevin Werbach, For The Win: How Game Thinking Can Revolutionize Your Business
  19. 19. Schedule Playtesting http://www.microsoft.com/en-us/playtest/default.aspx Marta Rauch @martarauch, "Enterprise Gamification Best Practices" HCII2013 Copyright 2013.
  20. 20. Incorporate Accessibility If your product is required to be accessible, ensure that it conforms to corporate accessibility guidelines. http://www.includification.com/ Marta Rauch @martarauch, "Enterprise Gamification Best Practices" HCII2013 Copyright 2013.
  21. 21. Localizing games involves more than translation. Allow extra time. Consider the country and culture. Plan for Localization Examples: • Rewards: What motivates one culture may not appeal to others • Leaderboards: In some cultures, being #1 is not desirable • Quests: Customize to country and corporate culture • Feedback: Consider societal norms • Legal: Be aware of privacy laws http://schedule.gdconf.com/sessions/track/localization-summit Marta Rauch @martarauch, "Enterprise Gamification Best Practices" HCII2013 Copyright 2013.
  22. 22. Gamification Design Framework Kevin Werbach, For The Win: How Game Thinking Can Revolutionize Your Business 1. Define business objectives 2. Describe your players 3. Delineate target behaviors 4. Devise activity loops 5. Don't forget the fun 6. Deploy appropriate tools Marta Rauch @martarauch, "Enterprise Gamification Best Practices" HCII2013 Copyright 2013.
  23. 23. Resources for Learning More Marta Rauch @martarauch, "Enterprise Gamification Best Practices" HCII2013 Copyright 2013.
  24. 24. • Marta Rauch, SlideShare: http://www.slideshare.net/MartaRauch • Marta Rauch, Gamification is Here: Build a Winning Plan, STC Intercom, http://intercom.stc.org/2012/12/gamification-is-here-build-a-winning-plan/ • Kevin Werbach, Dan Hunter: For The Win: How Game Thinking Can Revolutionize Your Business, http://wdp.wharton.upenn.edu/books/for-the-win/ • Gamification course by Kevin Werbach via Coursera: https://www.coursera.org/course/gamification • Gamification in the Enterprise blog, https://blogs.oracle.com/Gamification/ • @GamifyOracle on Twitter: https://twitter.com/GamifyOracle • For the Win: What’s the big deal about Bartle’s Player Types? http://gamifyforthewin.com/2012/08/whats-the-big-deal- about-bartles-player-types/ • Richard Bartle, “Hearts, Clubs, Diamonds, Spades: Players Who Suit MUDs” http://www.mud.co.uk/richard/hcds.htm • Amy Jo Kim, Gamification 101: Design the Player Journey Social Engagement: Who's playing, how do they like to engage? • Bringing Gamification to Adobe’s Digital Marketing Suite http://venturebeat.com/2011/11/16/bunchball-brings- gamification-to-adobes-digital-marketing-suite/ • Game Accessibility http://www.game-accessibility.com/index.php?pagefile=visual http://www.gameaccessibilityguidelines.com/guidelines/full-list/ • Game Localization, http://gamelocalisation.wordpress.com/ • Gabe Zichermann and Joselin Linder, The Gamification Revolution: How Leaders Leverage Game Mechanics to Crush the Competition, http://www.amazon.com/Gamification-Revolution-Leverage-Mechanics- Competition/dp/0071808310/ref=la_B002W1MUQW_1_1?ie=UTF8&qid=1366931862&sr=1-1 • Rajat Paharia, Loyalty 3.0: How to Revolutionize Customer and Employee Engagement with Big Data and Gamification, http://www.amazon.com/Loyalty-3-0-Revolutionize-Engagement-Gamification/dp/0071813373 Selected Resources Marta Rauch @martarauch, "Enterprise Gamification Best Practices" HCII2013 Copyright 2013.
  25. 25. Game On! Your goal: Learn gamification skills to prepare for new projects and enhance your career. Your strategy: Gain skills by completing quests and progressing through levels. Demonstrate mastery when you complete Level 6. Power ups: After you complete each level, you earn a badge. After you level up to Level 6, you are ready to work on gamification projects! Badges and levels: Level 1 Newbie Level 2 Apprentice Level 3 Gamer Level 4 Enterprising Level 5 Designer Level 6: Guru! Marta Rauch @martarauch, "Enterprise Gamification Best Practices" HCII2013 Copyright 2013.
  26. 26. Your quest Attend this presentation and listen for tips. Level 1: Journey Begun Level 1 Newbie Level 1 Level 2 Level 3 Level 4 Level 5 Level 6 Marta Rauch @martarauch, "Enterprise Gamification Best Practices" HCII2013 Copyright 2013.
  27. 27. Level 2: Gamification Technology Your quest Learn about gamification providers. Check out Gamificationco’s list of vendors. Level 2 Apprentice Level 1 Level 2 Level 3 Level 4 Level 5 Level 6 Marta Rauch @martarauch, "Enterprise Gamification Best Practices" HCII2013 Copyright 2013.
  28. 28. Level 3: Deeper Understanding Level 3 Gamer Your quest • Play games to understand game mechanics, dynamics, onboarding, leveling up, rewards, language, aesthetics • Become familiar with game concepts and terminology Level 1 Level 2 Level 3 Level 4 Level 5 Level 6 Marta Rauch @martarauch, "Enterprise Gamification Best Practices" HCII2013 Copyright 2013.
  29. 29. Level 4: Involved Your quest • Learn about gamification projects at your company. Suggest ways gamification can address business needs. • Connect to gamification communities via social media. • Read gamification articles and posts. • Attend gamification events and conferences like GSummit. • Get certified! Level 4 Enterprising Level 1 Level 2 Level 3 Level 4 Level 5 Level 6 Marta Rauch @martarauch, "Enterprise Gamification Best Practices" HCII2013 Copyright 2013.
  30. 30. Level 5: Design and Playtest Your quest Design a gamification system. 1. Pick an enterprise problem suitable for gamification that addresses business needs. 2. Understand your players, learn what motivates them. 3. Plan business objectives, game dynamics, mechanics, components, player journey, feedback, intrinsic rewards. 4. Create a storyboard and mockup. Make it fun! 5. Invite players to playtest the game. 6. Confirm that players are motivated to reach goal, game meets business objectives, and is fun. 7. Incorporate feedback, iterate, measure success. Level 5 Designer Level 1 Level 2 Level 3 Level 4 Level 5 Level 6 Marta Rauch @martarauch, "Enterprise Gamification Best Practices" HCII2013 Copyright 2013.
  31. 31. Level 6: Mission Accomplished! Your quest • Hold an internal Gamification Summit. Collaborate to gamify your company’s products and communities. • Hold a focus group to understand player motivation and how to enhance experience with gamification. • Design game systems that are fun and meet business needs using internal motivation. • Measure success. Do playtesting and iterations. • Enjoy increased customer engagement, learning, motivation, satisfaction, loyalty, and retention. Level 6 Guru Level 1 Level 2 Level 3 Level 4 Level 5 Level 6 Marta Rauch @martarauch, "Enterprise Gamification Best Practices" HCII2013 Copyright 2013.
  32. 32. You are developing gamification skills, and are on track for 2015, when 50% of enterprises will gamify innovation, and 70% will have at least one gamified product. Following the tips in this presentation will help you achieve your goal. You’re in the game! Best wishes for success with your gamification project. Marta Rauch @martarauch, "Enterprise Gamification Best Practices" HCII2013 Copyright 2013.
  33. 33. • Importance of Best Practices • Gamification Design Framework • Resources Tip! Details are in my slides posted on SlideShare: http://www.slideshare.net/MartaRauch Mission Accomplished Marta Rauch @martarauch, "Enterprise Gamification Best Practices" HCII2013 Copyright 2013. Key Takeaway: Use best practices to ensure the success of your gamification project!
  34. 34. • @martarauch • Marta Rauch • +Marta Rauch • Marta Rauch Connect with me Marta Rauch @martarauch, "Enterprise Gamification Best Practices" HCII2013 Copyright 2013. Thank You!
  35. 35. About the Speaker The statements and opinions expressed here are the author’s own and do not necessarily represent those of Oracle Corporation. Marta Rauch is a senior principal information developer and team lead at Oracle, where she participates in corporate gamification initiatives. She has worked at two game companies, completed the 2012 Gamification course via Coursera and Kevin Werbach of the Wharton School, and is a Certified Gamification Designer. An STC Associate Fellow, Marta is a frequent presenter for conferences and webinars, and has published articles for IEEE, STC Intercom, and the Center for Information Development Management Best Practices. She has received 15 STC awards for individual and team projects at the regional and international level. Marta holds a BA from Stanford University, a teaching credential, and a certificate from UC Extension in Managing the Development of Technical Communication. Marta Rauch @martarauch, "Enterprise Gamification Best Practices" HCII2013 Copyright 2013.

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