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Gamification is making new trends on UX culture by defining new engaging experience. An insight to what it has to offer & how to practice.

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  1. 1. Gamification Designing for Engagement Shantanu Singh 11th Sept 2013
  2. 2. What is Gamification? What is Gamification? What is Gamification? Gamification is applying the mechanics of gaming to nongame activities to change people’s behavior — is an important and powerful new strategy for influencing and motivating groups of people Goal & Scope Goal & Scope Goal & Scope Goal of Gamification is to engage with consumers and get them to participate, share and interact in some activity or community. Game Activity creates a compelling, engaging user experience. The compelling, motivational nature of this experience is, in turn, increases revenue due to enhanced engagement & loyalty. And the concept has the potential to solve a variety of problems outside the business world as well, in areas such as: • Health & Wellness • Education & Training • Public Policy & Government • E-Commerce • Travel Industry & Social Platforms
  3. 3. How To Gamify? How to Gamify? How to Gamify? Gamification : A Design process • Define your business objectives • Delineate target behaviors • Describe your players • Devise your activity loops • Don’t forget the fun! • Deploy the appropriate tools What is this system designed to accomplish? What are its goals? Remember, a design has to be purposive. What are the target behaviors? What is it that you want people to do? Gamification is about motivation. Human-centric, player-centric, that’s the essence of design and design for Gamification. There are two kinds of loops that move forward the action in a gamified system. They should be fun whether consciously or not for the players, because if not, they’re missing out on a lot of what makes Gamification potentially so powerful. Use the right tools for the right job, the right elements, the right structures and put them into place in the gamified system.
  4. 4. Tools Used (so far) Tools Used (so far) Tools Used (so far) Badges Goals, Rewards, Status Leaderboards Comparison , Competition Points Tracking & Feedback Incentives Rewards
  5. 5. Design: Framework Design: Framework Design: Framework One of the most frequently leveraged framework for Game design is referred to as MDA – Which stands for : • Mechanics • Dynamics • Aesthetics Game mechanics include: • • • • Points - Levels Challenges Virtual goods and spaces Leaderboards and Badges Mission, Gifts and charity Game dynamics include: • • • • Pacing Progressive Unlocks Reward Schedules Dynamic System Finally, the aesthetics of the system are or how the game makes the player feel during interaction. Game aesthetics can be viewed as the composite outcome of the mechanics. • • • • • • Curiosity Satisfaction Surprise Pride & Envy Fun Connection
  6. 6. Know your Player Know your Player Know your Player Define Player Motivation: Why People Play A good working theory for why people are motivated to play games maintains that there are four underlying reasons, which can be viewed together or separately as individual motivators: • • • • For mastery To distress To have fun To socialize
  7. 7. Player’s Motivation Player’s Motivation Player’s Motivation An aspect to understanding player motivations is by questioning where motivations come from. Broadly speaking, psychology has divided our motivations into two groups: intrinsic and extrinsic. Winning Autonomy Mastery Order Our Basic Desires Tranquility Meaning Sensuality Physical Activity Acceptance Collecting Family What We “Really” Want Romance Who am I? The 16 Basic Desires that Motivate Our Actions and Define Our Personalities ~Stephen Reiss Power Status Social Contact Honor
  8. 8. Case Study: Get Glue “The easiest way to find your next favorite thing”
  9. 9. Case Study: Get Glue Onboarding: “Rate Content to build taste Profile ” “Explore content & other people”
  10. 10. Case Study: Get Glue “Discover neighbor who share your taste” “Become a Guru by interacting with content”
  11. 11. Case Study: Get Glue Light weight Quests: “Suggests what to do next ” Earn stickers for exploring rating & socializing
  12. 12. Case Study: Get Glue Like/Comment/Review content to earn points Leadership board: Showcase active & engaged users
  13. 13. Other deployments (NIKE) Nike Plus: Making fitness fun
  14. 14. Where Is It Going? Where Is It Going? Where Is It Going? • Gartner Says By 2015, More Than 50 Percent of Organizations That Manage Innovation Processes Will Gamify Those Processes • Research Kart says Gamification industry to grow to a 3.6 billion dollar market between 2012-2017 Warning! Hype Cycle Ahead Warning! Hype Cycle Ahead Warning! Hype Cycle Ahead
  15. 15. Benefits Benefits Benefits What Can I Achieve What Can I Achieve
  16. 16. Thank You ! Thank You ! Thank You !