Work better, Play Together. On Enterprise Gamification

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Gamification in business. How gamification can help your organazation engage, align, and work better together.

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  • Need better gaming image
  • Need better gaming image
  • Need better gaming image
  • Insert images of well recognize games
  • http://science.howstuffworks.com/game-theory5.htm
  • Serious Games, Clark Abt, University Press of America, 1987.
  • Insert images of well recognize games
  • [group goals, epic quests, helping people elevate their own games]
  • Insert images of well recognize games
  • Work better, Play Together. On Enterprise Gamification

    1. Work Better, Play Together On Enterprise Gamification Daniel Debow / Salesforce.com / @ddebow
    2. Games are having their moment in the limelight
    3. Once upon a time, they were the root of all evil.
    4. Today, people are realizing that game design has something to say about how we design solutions to other problems.
    5. It can help solve real world problems.
    6. It can drive employee motivation & performance Just add points & rewards (cash, tchotchke‟s, whatever)
    7. You can get employees to engage in not-so-fun exercises Make it look like a game so they do it!
    8. But as with any new idea, carefully separate what works from what doesn‟t.
    9. “Gamification is an inadvertent con. It tricks people into believing that there‟s a simple way to imbue their thing ... with the psychological, emotional and social power of a great game.” Margaret Robertson Game Designer & Consultant to EA, Sony
    10. Misconception #1 Gamification is badges & points
    11. “Most gamification is just „pointsification.‟ …too much gamification is about zero sum games: often, for me to win, you‟ve got to lose.” Matthew Jensen Game Designer Co-founder, Natron Baxter Applied Gaming, Co-founder, Gameful
    12. (real) Games are about intrinsic rewards Research show that fun in gaming is from intrinsic factors – experiences of competence, self-efficacy, and mastery Raph Koster, A Theory of Fun for Game Design (2004)
    13. Misconception #2 Games have to be fun
    14. Fact Economists developed the theory of games to mathematically capture human behavior in strategic situations. It has been used to develop war strategies, nuclear weapon strategy, and more. Serious stuff.
    15. Classic game theory: The Prisoners‟ Dilemma Games arise when multiple actors with differing objectives compete or cooperate for scarce resources. Does that sound like your workplace?
    16. Misconception #3 Games are not appropriate at work
    17. Leveling up Leaderboards Badges Reality Work is already filled with games & game-elements
    18. Example: the Career Game “We compete for jobs: the more desirable the job, the tougher the competition. Most people readily understand this. But, fewer people recognize that the pursuit of an open job can be framed as one „move‟ in a multifaceted game called „a career.” Stephen Miles Vice Chairman, Heidrick & Struggles Author, Your Career Game
    19. The real question then is: How should we better design games we will inevitably play in the workplace?
    20. So we don‟t end up with badly designed games. And unintended consequences.
    21. The Cover-Your-Ass game “When credit and blame are mismanaged and unfair, people shut down, become demotivated, and focus more on covering their rears rather than moving forward. When credit and blame are managed properly, people are willing and able to experiment, learn and grow.” Ben Dattner Professor of Industrial & Organizational Psychology, NYU Author, The Blame Game
    22. The Bonus Game “…when the tasks involve higher levels of cognition or creativity, the monetary incentives actually stifle performance rather than drive it. In addition, people undertake activities for reasons of mastery, purpose, etc. rather than specifically for monetary reward.” Daniel Pink Author, Drive
    23. And our favorite, the performance review game Formal with very infrequent feedback. But, seriously a ritual game with billions spent in wasted enterprise effort.
    24. Lessons learnt in designing good games at work* *So far. This is a WIP
    25. Lesson #1 It‟s not about features you can bolt on. It‟s about a careful design process.
    26. Gamification: “One of Many Design tools for Engaging Systems” Good Design Behavioral Economics / FLOW Gamification Great Copy / Tone Engagement loops Points Badges Leaderboards Auto-triggers Skumorphism Typography / Color Layout Cohort Analysis Marcus Gosling Principal Design Architect, salesforce.com Rypple lead designer Co-founder IMVU (50m users) IDEO Simplicity / Subtraction Social Design
    27. You can‟t save a crappy service/product/environment by bolting on game mechanics. +
    28. X Wrong ✓Right What‟s challenging or meaningful about leaving the house? Doing work that makes a difference? Now that‟s difficult yet meaningful
    29. You have to design the right game And that happens slowly, carefully & iteratively 24h User insight Game design Release 7 days Observe behavior Refine game element 24h Release 7 days
    30. Another critical ingredient: Game Designers*! Do we need this slide anymore? Marcus Gosling UX Designer, Rypple Previously, co-founder, imvu Ryan Dewsbury Product Designer, Rypple Creator of KDice & GPokr * Alert: Be wary of software companies claiming their products are gameified…when they don‟t have game designers on staff!
    31. Lesson #2 Design around intrinsic motivations. Meaning, Autonomy, & Mastery
    32. “Game elements are like an amplifier: There has to be a genuine sound first – a value, an interest, a motivation – for the amplifier to do any good.” Sebastian Deterding Gamification & UX designer and researcher
    33. Badges can be silly Badges devoid of meaning can be silly. For many, the badge is the only benefit of playing the game. And that‟s okay in certain contexts. Or they can be meaningful Military badges are meaningful because the underlying activity is meaningful. The badges are filled with shared symbolism.
    34. Not just a piece of metal Symbol of meaningful impact "Let it be known that he who wears the military order of the purple heart has given of his blood in the defense of his homeland and shall forever be revered by his fellow countrymen." George Washington, August 7, 1782
    35. Identity at work Badges as reputation You reputation at work is important for a host of reasons. Managing this identity is a powerful intrinsic driver. Badges created by peers for meaningful achievements lets people share successes and manage their reputation. Badges thus have a shared meaning that leads to them becoming trusted indicators of meaningful activities.
    36. Lesson #3 Amplify positive behaviors that already exist.
    37. Positive Behavior To: Make it easy. Make it Social. Joy Gao Cc: Subject: Thanks! Thanks for the awesome L&L! I learnt a ton! People like giving others a thanks for meaningful achievements, help, etc. Recognition is tremendously motivating. Make it crazy simple to give people thanks, and for others to see it. Easy and social.
    38. Positive Behavior In games and at work, people like to embark on Epic Quests. They like to pick their quests, gather the troops and take on challenges head on. Design Element Make it easy for people to define their own Epic Quests, enlist contributors & share real-time progress on their quests. And to collect badges representing their successful quests.
    39. Lesson #4 Do it slowly and very carefully Games elements have real & sometimes unintended consequences
    40. Game element Scoreboards are a common game element. Harmless in the virtual world of games. Unintended consequences “Depending on [work context], leaderboards can feel like yet another form of control and pressure, or as merely informational and supportive” *Sebastian Deterding, Meaningful Gamification
    41. Invite coworkers $25 Unintended consequences % of new users that invite coworkers Game element $25 reward Monetary incentives should drive activity right? After all, people like rewards, and money‟s a great reward! with "invite your "invite your team" team to join you" + reasons why Wrong! Users emailed us saying getting paid for invitations in a work context was inappropriate. They preferred to invite others to simply join them on Work.com.
    42. Lesson #5 Simplicity counts
    43. "Perfection is achieved, not when there is nothing more to add, but when there is nothing left to take away." Antoine de Saint-Exupéry French author and aviator
    44. Difficult Behavior We all know that getting regular feedback is good for your performance at work. But its hard (& scary) to get constructive feedback from people you work with! Simplicity in design The easier we made it to ask for feedback, the more people used it. The more complicated the process (unnecessary fields, ratings, options…choices), the less people do it.
    45. In summary
    46. Helpful lessons on Enterprise Gamification Work is already filled with games. They‟re mostly poorly designed. Get people on the team with experience in building games. Design, build, learn, design, ... repeat. Leverage intrinsic motivators at work. Amplify positive behaviors. Watch for unintended consequences of game elements in the social context of work. Simplicity counts.
    47. Want to learn more? Daniel Debow ddebow@salesforce.com

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