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Game On: Creating User Assistance for Gamified Products

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Game On: Creating User Assistance for Gamified Products Game On: Creating User Assistance for Gamified Products Presentation Transcript

  • Game On!Creating User Assistance forGamified ProductsMarta Rauch@martarauch#STC13
  • • Understand importance of gamification• Prepare for game changers• Look at gamified user assistance• Know key resourcesTip! My slides are posted on SlideShare:http://www.slideshare.net/MartaRauchOur MissionMarta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.Key Takeaway:Gamification is here.Get Your Game On!
  • Your ChallengeListen for your top takeaway--> Share with groupMarta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
  • The Importance ofGamificationMarta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
  • ..A Simple DefinitionGame techniques…in non-game situations…to motivate people anddrive behaviorMarta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
  • Game dynamics – motivate behaviorExamples: scenario, rules, progressionGame mechanics – help achieve goalsExamples: teams, competitions, rewards, feedbackGame components – track progressExamples: quests, points, levels, badges, collectionsBadgeville http://badgeville.com/Game Techniques in GamificationMarta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
  • Enterprise Gamification is GrowingBy 2014, over 70% of companieswill have at least onegamified productBy 2015, over 50% willgamify innovationA company that gamifieswill be as important aseBay, Facebook, or AmazonSource: Gartner Press Release Egham, UK, April12, 2011:http://www.gartner.com/it/page.jsp?id=1629214It’s coming toan enterprisenear you!Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
  • Market: from $100M in 2011 to over $2.8B in 2016Growth: 155% in 2011, 197% in 201247% focus on user engagementEnterprise is the largestmarket segmentEnterprise is 25% of thegamification marketSource: M2: http://www.m2research.com/gamification.htmIt’s Big Money!Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
  • Millennials have 10,000 hours of gaming by age 21The 10,000-Hour Rule – Outliers by Malcolm GladwellThey are 25% of the workforceIn 2014, they will be 36%,and in 2020, 46%“Maximizing Millennials” UNC Kenan-Flagler Business SchoolBest Way to Engage Millennial WorkersJane McGonigal: Gaming Can Make A Better WorldMarta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
  • Prepare forGame ChangersMarta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
  • Game Changers – Build a Plan!1. Understand player motivation2. Gamified UA architecture3. UA patterns4. Gamification terminology5. Gamified messages6. Writing style7. Scheduling for playtesting,iterations8. Administration andupgrade considerations9. Accessibility10. LocalizationMarta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
  • 1. Understand Player MotivationSample motivators:• Completing a task• Gaining skills• Learning• Exploring• Solving problems• Sharing• Cooperating• Getting visibility• Competing• WinningMarta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
  • Know What Motivates Playershttp://nikeplus.nike.com/plus/Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
  • 2. Gamified User Assistance ArchitectureSample considerations:• Plan player’s journey• Provide onboarding• Organize by quests, levels• Address all stages ofthe player lifecycle• Keep players in the game,from novicethrough masteryMarta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
  • Organize by Quests and LevelsMarta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.http://www.khanacademy.org/aboutEncourageplayers tolevel up
  • 3. User Assistance PatternsSample patterns for gamification:• Onboarding tutorials• Quests• Embedded tips• Messages tomotivate,show progress,level up• FAQs, forumMarta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.Level Up for IBM Connections
  • 4. Gamification TerminologyNew terms from gamesExamples:• Onboarding• Avatar• Quests• Leveling up• Leaderboards• Virtual goodsVisual Studio Brings Gamification to Development Visual Studio Achievements ProgramMarta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
  • 5. Gamified Messages• Goals and rules• Strategy and tactics• Guidance toward mastery• Progress messages• Feedback, encouragement,motivation• Rewards for leveling up,meeting goals• Links to game FAQMarta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
  • Guide Players Toward Masteryhttp://www.informationweek.com/thebrainyard/slideshows/view/232901489/7-examples-put-gamification-to-work?pgno=3Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
  • 6. Writing StyleInformal, fun, friendly – engage and motivate playersMarta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.http://amyjokim.com/2012/09/19/social-engagement-whos-playing-how-do-they-like-to-engage/Amy Jo Kim’sSocial ActionsMatrix
  • 7. Schedule for Playtesting, Iterationshttp://www.microsoft.com/en-us/playtest/default.aspxMarta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
  • Powered by APIsGive plenty of warning8. Administration and Upgradehttp://nikeplus.nike.com/plus/Administering gamification with Adobe’s Digital Marketing Suite(incorporates gamification analytics through a partnership with BunchBall)Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
  • 9. AccessibilityIf your product is required to be accessible, ensure that the product anddocumentation conform to corporate accessibility guidelines.http://www.includification.com/Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
  • Localizing games involves more than translation. Allow extra time.Consider the country and culture.10. LocalizationExamples:• Rewards: What motivates oneculture may not appeal to others• Quests: Customize tocountry and corporate culture• Feedback: Consider societal norms• Legal: Be aware of privacy laws• Leaderboards: In some cultures,being #1 is not desirablehttp://schedule.gdconf.com/sessions/track/localization-summitMarta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
  • Game Changers – Build a Plan!1. Understand player motivation2. Gamified UA architecture3. UA patterns4. Gamification terminology5. Gamified messages6. Writing style7. Scheduling for playtesting,iterations8. Administration andupgrade considerations9. Accessibility10. LocalizationMarta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
  • User AssistanceExamplesMarta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
  • Gamification of OfficeA game that makesyou better at your job.Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.Microsoft Office Ribbon Hero 2
  • Design Levels and QuestsMarta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.http://ribbonhero.com/
  • Provide a ChallengeMarta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.http://ribbonhero.com/
  • Give GuidanceMarta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.http://ribbonhero.com/
  • Motivate PlayersMarta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.http://ribbonhero.com/
  • Keep it FunMarta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.http://ribbonhero.com/
  • Gamification of Learninghttp://blogs.adobe.com/phosphors/2012/06/play-levelup-for-photoshop-and-win.htmlMarta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.Use missions toteach skills
  • Tie in to Social Networkshttps://www.facebook.com/LevelUpForPhotoshopMarta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
  • Gamification of TrainingCisco exam prep game levelsCisco exam prep gamehttps://learningnetwork.cisco.com/docs/DOC-3820Cisco Mind Share Learning GameMarta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.Helps networkadmins prep forcertification
  • Gamification of ReadingRead Social App http://www.readsocialapp.comMarta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
  • Worlds First Gamified Reading AppRead Social App http://www.readsocialapp.comMarta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
  • Read Social LibraryRead Social App http://www.readsocialapp.comMarta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
  • Read Social LibraryRead Social App http://www.readsocialapp.comMarta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
  • Read Social LibraryRead Social App http://www.readsocialapp.comMarta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
  • Unlock ContentRead Social App http://www.readsocialapp.comMarta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
  • Read Social App http://www.readsocialapp.comMarta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
  • Make Reading Fun & ChallengingRead Social App http://www.readsocialapp.comMarta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
  • Engage ReadersRead Social App http://www.readsocialapp.comMarta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
  • Motivate PlayersRead Social App http://www.readsocialapp.comMarta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
  • Provide QuestsRead Social App http://www.readsocialapp.comMarta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
  • Guide Readers on Their JourneyRead Social App http://www.readsocialapp.comMarta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.Makeplayers feelgood aboutlearning!
  • Show Reading ProgressRead Social App http://www.readsocialapp.comMarta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
  • Check LearningRead Social App http://www.readsocialapp.comMarta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
  • Resources forLearning MoreMarta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
  • Gamification FrameworkKevin Werbach, For The Win: How GameThinking Can Revolutionize Your Business1. Define business objectives2. Describe your players3. Delineate target behaviors4. Devise activity loops5. Dont forget the fun6. Deploy appropriatetoolsMarta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
  • • 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 taught online by Kevin Werbach through Coursera: https://www.coursera.org/course/gamification• Gartner Press Release Egham, UK, April12, 2011 http://www.gartner.com/it/page.jsp?id=1629214• M2 Research http://www.m2research.com/gamification.htm• Jane McGonigal, TED talk on how games can make a better world http://blog.ted.com/2010/03/17/gaming_can_make/• 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: Whos playing, how do they like to engage?• Gamification Gets Down to Business http://articles.businessinsider.com/2011-07-20/tech/30034737_1_ibm-executive-ibm-employees-sametime• Cisco Information Through Play http://www.nomimes.com/casestudies/hunt/• Nitro for SalesForce http://www.bunchball.com/products/nitroforsalesforce, http://www.youtube.com/watch?v=LprAZKSnm4Q• Ribbon Hero: How Microsoft Made Office Fun http://www.youtube.com/watch?v=TRhjOBhAPb8• Why IBM Represents the Future of Social Business http://articles.businessinsider.com/2011-07-20/tech/30034737_1_ ibm-executive-ibm-employees-sametime• 7 Examples: Put Gamification to Work http://www.informationweek.com/thebrainyard/slideshows/view/232901489/7-examples-put-gamification-to-work• Game Accessibility http://www.game-accessibility.com/index.php?pagefile=visual http://www.gameaccessibilityguidelines.com/guidelines/full-list/• Game Localization, http://gamelocalisation.wordpress.com/• Bringing Gamification to Adobe’s Digital Marketing Suite http://venturebeat.com/2011/11/16/bunchball-brings-gamification-to-adobes-digital-marketing-suite/• 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• Read Social App http://www.readsocialapp.com http://www.gamification.co/2013/04/09/introducing-readsocial-app/Selected ResourcesMarta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
  • Game On!Your goal: Learn gamification skills to prepare for new projects andenhance your career.Your strategy: Gain skills by completing quests and progressingthrough levels. Demonstrate mastery when you complete Level 6.Power ups: After you complete each level, you earn a badge. Afteryou level up to Level 6, you are ready to work on gamification projects!Badges and levels:Level 1NewbieLevel 2ApprenticeLevel 3GamerLevel 4EnterprisingLevel 5DesignerLevel 6:Guru!Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
  • Your questAttend this presentation and listen for tips.Level 1: Journey BegunLevel 1NewbieLevel 1 Level 2 Level 3 Level 4 Level 5 Level 6Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
  • Level 2: Gamification TechnologyYour questLearn about gamification providers.Check out Gamificationco’s list of vendors. Level 2ApprenticeLevel 1 Level 2 Level 3 Level 4 Level 5 Level 6Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
  • Level 3: Deeper UnderstandingLevel 3GamerYour quest• Play games to understand game mechanics,dynamics, onboarding, leveling up, rewards,language, aesthetics• Become familiar with game concepts andterminologyLevel 1 Level 2 Level 3 Level 4 Level 5 Level 6Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
  • Level 4: InvolvedYour 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 conferenceslike GSummit.• Get certified!Level 4EnterprisingLevel 1 Level 2 Level 3 Level 4 Level 5 Level 6Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
  • Level 5: Design and PlaytestYour questDesign a gamification system.1. Pick an enterprise problem suitable for gamificationthat 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 5DesignerLevel 1 Level 2 Level 3 Level 4 Level 5 Level 6Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
  • Level 6: Mission Accomplished!Your quest• Hold an internal Gamification Summit. Collaborate togamify your company’s products and communities.• Hold a focus group to understand player motivationand how to enhance experience with gamification.• Design game systems that are fun and meetbusiness needs using internal motivation.• Measure success. Do playtesting and iterations.• Enjoy increased customer engagement, learning,motivation, satisfaction, loyalty, and retention.Level 6GuruLevel 1 Level 2 Level 3 Level 4 Level 5 Level 6Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
  • You are developing gamification skills, and are on trackfor 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 yourgamification project.Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
  • Share the top takeaway you heard today.Take the Challenge!Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
  • • Understand importance of gamification• Prepare for game changers• Look at gamified user assistance• Know key resourcesTip! Details are in my slides posted on SlideShare:http://www.slideshare.net/MartaRauchMission AccomplishedMarta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.Key Takeaway:Gamification is here.Get Your Game On!
  • • @martarauch• Marta Rauch• +Marta Rauch• Marta RauchConnectwith meMarta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.Thank You!
  • About the SpeakerThe statements and opinions expressed here are the author’s own and do not necessarily represent those of Oracle Corporation.Marta Rauch is a principal information developer and team lead at Oracle, whereshe participates in corporate gamification initiatives.She has worked at two game companies, completed the 2012 Gamificationcourse via Coursera and Kevin Werbach of the Wharton School, and is aCertified Gamification Designer.An STC Associate Fellow, Marta is a frequent presenter for conferences andwebinars, and has published articles for STC Intercom, IEEE, and the Center forInformation Development Management Best Practices. She has received 15 STCawards for individual and team projects at the regional and international level.Marta holds a BA from Stanford University, a teaching credential, and a certificatefrom UC Extension in Managing the Development of Technical Communication.Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.