2012 05-16 stanford -baby step+games v03

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Michael Wu …

Michael Wu
Lithium Technologies
Mobile Health at Stanford 2012
Simplicity Changes Behavior

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  • 1. Baby Steps & GamesMichael Wu, PhD (mich8elwu)Principal Scientist of AnalyticsMobile HealthMay 16th, 2012 STANFORD UNIVERSITY
  • 2. Good games are very engagingGreat games are even addicting twitter: mich8elwu linkedin.com/in/MichaelWuPhD 2
  • 3. twitter: mich8elwulinkedin.com/in/MichaelWuPhD 3
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  • 9. twitter: mich8elwulinkedin.com/in/MichaelWuPhD 9
  • 10. what is gamification? twitter: mich8elwu linkedin.com/in/MichaelWuPhD 10
  • 11. what is gamification?▪ Gamification: • The use of game attributes to drive game-like player behavior in a non-game context with predictability twitter: mich8elwu linkedin.com/in/MichaelWuPhD 11
  • 12. what is gamification?▪ Gamification: • The use of game attributes to drive game-like player behavior in a non-game context with predictability • game attributes • game mechanics, game dynamics, game design principles, gaming psychology, player journey, narratives, incentives, etc. twitter: mich8elwu linkedin.com/in/MichaelWuPhD 12
  • 13. what is gamification?▪ Gamification: • The use of game attributes to drive game-like player behavior in a non-game context with predictability • game attributes • game mechanics, game dynamics, game design principles, gaming psychology, player journey, narratives, incentives, etc. • game-like player behavior • engagement, interaction, competition, collaboration, awareness, learning, obsession, and/or any other observed player behavior during game play twitter: mich8elwu linkedin.com/in/MichaelWuPhD 13
  • 14. what is gamification?▪ Gamification: • The use of game attributes to drive game-like player behavior in a non-game context with predictability • game attributes • game mechanics, game dynamics, game design principles, gaming psychology, player journey, narratives, incentives, etc. • game-like player behavior • engagement, interaction, competition, collaboration, awareness, learning, obsession, and/or any other observed player behavior during game play • non-game context • work, education, health & fitness, sale & marketing, community participation, civic engagement, volunteerism, goodwill, etc. (anything but a game) twitter: mich8elwu linkedin.com/in/MichaelWuPhD 14
  • 15. what can gamification do for your business?▪ 3 of the most common commercial use case of gamification • Deepens engagement • Internally: collaboration between teams + employees • Externally: collaboration between customers • Sustains loyalty • Onboards new users (employees, customers)▪ So what? customer spending average customer 2.5x community user superfan 10x twitter: mich8elwu linkedin.com/in/MichaelWuPhD 15
  • 16. twitter: mich8elwulinkedin.com/in/MichaelWuPhD 16
  • 17. what’s the magic behind gamification? CommunalResponse Collection Countdown Discovery Variable Ratio Fun Once, Cross SituationalCollaboration Delayed Lottery Reward ScheduleReputation Fun Always Leader-boards Mechanics Fixed Ratio Status Free Lunch Serendipity Points Moral Hazard SocialShell Game Communal Reward Schedule Modifiers of Game PlayCohesion Interval Discovery LoyaltyRank Leader-boards Avoidance Reinforcement Reinforcer Appointment Schedules Virtual Items Reward Schedules Urgent Privacy Envy Optimism Dynamic Chain SchedulesSet Completion Companion Epic MeaningMicro Leader-boardsLoss Aversion Cascading Rolling Social Fabric of Games Gaming ContingencyViral Game Mechanics Free Lunch Information Physical Level Up Virality Pride Achievement Theory Goods Behavioral Contrast Endless Infinite Gameplay Combos Games Disincentives Ownership Variable Interval Reward Schedules Progression Dynamic Fixed Interval Behavioral Momentum Blissful Ratio Reward Real-time Reward Schedules Extinction Productivitytwitter: mich8elwu Schedules Quest Mechanics linkedin.com/in/MichaelWuPhD 17
  • 18. angry birds exampleImmediate feedback:1. control2. physics3. points twitter: mich8elwu linkedin.com/in/MichaelWuPhD 18
  • 19. Achievement:Level unlock twitter: mich8elwu linkedin.com/in/MichaelWuPhD 19
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  • 27. Mihaly Csikszentmihalyi: Flow▪ Flow: an optimal state of intrinsic motivation • Forget about physical feelings (e.g. hunger, sleep), passage of time, and their ego▪ Skill ~ Challenge  Flow▪ Certainty vs. Uncertainty • People love the control state • People hate the boredom state • People like arousal • People dislike worry twitter: mich8elwu linkedin.com/in/MichaelWuPhD 28
  • 28. Mihaly Csikszentmihalyi: Flow▪ People acquire skills over steep learning curve time  move into the to get back to flow shallow way too hard learning boredom state curve▪ We are motivated by a bit too hard challenges, surprises, and varieties, to avoid boredom • IRL, matching challenge to too easy people’s skills exactly is hard • They are either too easy (boring) or too hard (frustrating) twitter: mich8elwu linkedin.com/in/MichaelWuPhD 29
  • 29. Mihaly Csikszentmihalyi: Flow▪ Good games are designed to maximize flow. How?▪ Game designers: controls the difficulty of the levels▪ Players: the next step they take is always a baby step relative to the ability they already acquired already acquired ability the next step twitter: mich8elwu linkedin.com/in/MichaelWuPhD 30
  • 30. A game || structuredpuppy steps twitter: mich8elwu linkedin.com/in/MichaelWuPhD 31
  • 31. Thank you twitter: mich8elwu linkedin.com/in/MichaelWuPhD 32