"How to Evaluate Gamified Design" by Ken Lynch

  • 528 views
Uploaded on

"How to Evaluate Gamified Design" by Ken Lynch, Co-founder and CEO, Reciprocitynow.com …

"How to Evaluate Gamified Design" by Ken Lynch, Co-founder and CEO, Reciprocitynow.com



What’s the difference between good and bad gamified design? And what is the difference between developing a game mechanic vs. normal feature development? If you’re evaluating a gamified application or the companies who make them, join Ken in a discussion, and learn from his personal experience in gamified development.

More in: Technology , Design
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
528
On Slideshare
0
From Embeds
0
Number of Embeds
2

Actions

Shares
Downloads
8
Comments
0
Likes
1

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide
  • Enterprise Social Media is looking for the next big thing to engage employees. Reciprocity developed an economic currency system to manage employee behavior in Enterprise Social media. Reciprocity has a focused solution, with customer traction.
  • The point of this preso is to give you a tool to help think about how to evaluate gamified design, and the process of gamified designers, startups etc.It’s for biz dev types who need to hire badge-ville or amyjokimIts for VCs who need a simple mental model of how to think about gamification design.A better talk than what gabe can give you.
  • The point of this preso is to give you a tool to help think about how to evaluate gamified design, and the process of gamified designers, startups etc.It’s for biz dev types who need to hire badge-ville or amyjokimIts for VCs who need a simple mental model of how to think about gamification design.A better talk than what gabe can give you.
  • The point of this preso is to give you a tool to help think about how to evaluate gamified design, and the process of gamified designers, startups etc.It’s for biz dev types who need to hire badge-ville or amyjokimIts for VCs who need a simple mental model of how to think about gamification design.A better talk than what gabe can give you.Does it have negative feedback?Are the feedback loops short?What if you take away the points/levels/badges?Is it time-boxed for the user?What are the intrinsic rewards?“I join” buttons or just get assigned?Does it need a critical mass of people already?Does it rely on a critical mass of FRIENDS?What game mechanics don’t feel like game mechanics?
  • The point of this preso is to give you a tool to help think about how to evaluate gamified design, and the process of gamified designers, startups etc.It’s for biz dev types who need to hire badge-ville or amyjokimIts for VCs who need a simple mental model of how to think about gamification design.A better talk than what gabe can give you.Does it have negative feedback?Are the feedback loops short?What if you take away the points/levels/badges?Is it time-boxed for the user?What are the intrinsic rewards?“I join” buttons or just get assigned?Does it need a critical mass of people already?Does it rely on a critical mass of FRIENDS?What game mechanics don’t feel like game mechanics?
  • Gabe does it. (I’m guessing that amyjokim does as well)
  • Where to start? Gabe Zichermann’s 2nd exercise is “what is your player type”.Great model:Killers like to hunt ( sales people and QA people) Achievers like trophies.Socializers like friends, care about what others are doing. explorers like new things.* Explore -> Achiever/killer -> socializer pattern.
  • But there are other simpler models. I want to journey to a simpler world, that’s easier to apply.Types:Geeks – love stuff - # tagsAll the lithium communities that michealwu has shown me – 3% engagement of people liking/posting materials. leaders – love stuff, but only in relation to others. They follow # tags, but create @ tags followers – follow @ tags. They want to do what their friends do.You are probably a Leader
  • Geoffrey moore – adoption curve. Geeks -> leaders -> followers.Got to think about getting your system off the ground.Who is it useful for.
  • Physics of motivation – basis for evaluating the chemistry of gamification
  • Sales trophyList of bugs to smash.Can combine both of these things
  • Sales trophyList of bugs to smash.Can combine both of these thingsFinishing a list of bugs to get a brand new software release
  • How useful is this simplified model?Let me tell you my story:I was a currency architect 2 two years ago, on a quest to figure out how to motivate people around common goals.Carbon coinsMaking these coins virtual, started hanging out with game architects, and fell into the world of game mechanics.Met people at imvu:Marcus: Game Designer (drew the cover on “lean startup” by ericries)Spending days talking about game design, how to motivate people outside of games (what we now call gamification.The 1 lesson that I learned from Marcus.
  • How useful is this simplified model?Let me tell you my story:I was a currency architect 2 two years ago, on a quest to figure out how to motivate people around common goals.Carbon coinsMaking these coins virtual, started hanging out with game architects, and fell into the world of game mechanics.Met people at imvu:Marcus: Game Designer (drew the cover on “lean startup” by ericries)Spending days talking about game design, how to motivate people outside of games (what we now call gamification.The 1 lesson that I learned from Marcus.
  • How useful is this simplified model?Let me tell you my story:I was a currency architect 2 two years ago, on a quest to figure out how to motivate people around common goals.Carbon coinsMaking these coins virtual, started hanging out with game architects, and fell into the world of game mechanics.Met people at imvu:Marcus: Game Designer (drew the cover on “lean startup” by ericries)Spending days talking about game design, how to motivate people outside of games (what we now call gamification.The 1 lesson that I learned from Marcus.
  • How useful is this simplified model?Let me tell you my story:I was a currency architect 2 two years ago, on a quest to figure out how to motivate people around common goals.Carbon coinsMaking these coins virtual, started hanging out with game architects, and fell into the world of game mechanics.Met people at imvu:Marcus: Game Designer (drew the cover on “lean startup” by ericries)Spending days talking about game design, how to motivate people outside of games (what we now call gamification.The 1 lesson that I learned from Marcus.
  • How useful is this simplified model?Let me tell you my story:I was a currency architect 2 two years ago, on a quest to figure out how to motivate people around common goals.Carbon coinsMaking these coins virtual, started hanging out with game architects, and fell into the world of game mechanics.Met people at imvu:Marcus: Game Designer (drew the cover on “lean startup” by ericries)Spending days talking about game design, how to motivate people outside of games (what we now call gamification.The 1 lesson that I learned from Marcus.
  • How useful is this simplified model?Let me tell you my story:I was a currency architect 2 two years ago, on a quest to figure out how to motivate people around common goals.Carbon coinsMaking these coins virtual, started hanging out with game architects, and fell into the world of game mechanics.Met people at imvu:Marcus: Game Designer (drew the cover on “lean startup” by ericries)Spending days talking about game design, how to motivate people outside of games (what we now call gamification.The 1 lesson that I learned from Marcus.
  • How useful is this simplified model?Let me tell you my story:I was a currency architect 2 two years ago, on a quest to figure out how to motivate people around common goals.Carbon coinsMaking these coins virtual, started hanging out with game architects, and fell into the world of game mechanics.Met people at imvu:Marcus: Game Designer (drew the cover on “lean startup” by ericries)Spending days talking about game design, how to motivate people outside of games (what we now call gamification.The 1 lesson that I learned from Marcus.
  • How useful is this simplified model?Let me tell you my story:I was a currency architect 2 two years ago, on a quest to figure out how to motivate people around common goals.Carbon coinsMaking these coins virtual, started hanging out with game architects, and fell into the world of game mechanics.Met people at imvu:Marcus: Game Designer (drew the cover on “lean startup” by ericries)Spending days talking about game design, how to motivate people outside of games (what we now call gamification.The 1 lesson that I learned from Marcus.
  • How useful is this simplified model?Let me tell you my story:I was a currency architect 2 two years ago, on a quest to figure out how to motivate people around common goals.Carbon coinsMaking these coins virtual, started hanging out with game architects, and fell into the world of game mechanics.Met people at imvu:Marcus: Game Designer (drew the cover on “lean startup” by ericries)Spending days talking about game design, how to motivate people outside of games (what we now call gamification.The 1 lesson that I learned from Marcus.
  • Oh no! This is the bad news that I have to tell you about getting started in gamification:Don’t despairit’s hardYou’re not going to get it rightThere’s so much nuance
  • Startups are gamified companies.You can get it right, as long as you keep trying new thingsKeep making small tweaks.And if the small tweaks don’t work, pivot your design and make some larger changes.Reis talks about learning fastMarcus’s drawing
  • Startups are gamified companies.You can get it right, as long as you keep trying new thingsKeep making small tweaks.And if the small tweaks don’t work, pivot your design and make some larger changes.Reis talks about learning fastMarcus’s drawing
  • Startups are gamified companies.You can get it right, as long as you keep trying new thingsKeep making small tweaks.And if the small tweaks don’t work, pivot your design and make some larger changes.Reis talks about learning fastMarcus’s drawing
  • Startups are gamified companies.You can get it right, as long as you keep trying new thingsKeep making small tweaks.And if the small tweaks don’t work, pivot your design and make some larger changes.Reis talks about learning fastMarcus’s drawing
  • Trophies and progress bars, for the attracted and compelled.
  • Pink – purpose
  • And a/b testingAnd do user testingBring the first few customers into the usability lab
  • And a/b testingAnd do user testingBring the first few customers into the usability lab
  • And a/b testingAnd do user testingBring the first few customers into the usability lab
  • And a/b testingAnd do user testingBring the first few customers into the usability lab
  • Remember a simple view of users (better yet, use all the models)Gamifying is like turning your app into a lean startupKnow your audience, and your users (use 4, 3, or 2 user type models)Use goals and metrics in deving your appshare
  • Enterprise Social Media is looking for the next big thing to engage employees. Reciprocity developed an economic currency system to manage employee behavior in Enterprise Social media. Reciprocity has a focused solution, with customer traction.
  • How is gamification the same as a startup? Measuring goalsTell me a bad design that you implemented (what was the fix?). They must have iteratedHow can you tell what to change? a/b test itWhat is your gamification compass? Pink (the goal), Pincus (the metric).When should you not gamify? Something that has no real goal.
  • Negative feedback: opower used to have frownie faces, now they don’t, they only have smiles when you are doing better.Employee and customer feedback: negative feedback is private, you have to ask for the feedback (people will stop playing)Short loops – instant gratification of knowing where you stand – not annual loops, but weekly loops (or even better, instant loops)Cant put lipstick on a pig – gamification can make people do things that they already want to do anyhow (socialize, or be a winner, master a topic, etc)People burn out, and nothing is forever. A competition that lasts forever is not going to get as much traction as a game that lasts for 1 month. Termination conditionMoney and other easy rewards don’t last (daniel pink), feedback on mastery, recognition, gameplay itself (is it fun?), are all better.Mandatory vs voluntary.Are your social game mechanics DOA when you’re trying to get it off the ground?Do they care about the people who are there? People join systems where they see 5 of their friends.Inboxes, twitter, facebook (how orkut pushed too hard on leader boards, making everyone but brazil love it) is it too hard? how will it effect your reputation?

Transcript

  • 1. Evaluating Gamified Design Of progress bars and trophiesKen Lynch, CEOreciprocitynow.com Reciprocity Engage Your Team
  • 2. Reciprocity Engage Your TeamSeparating the good from the badIf gamification designers arekings 2
  • 3. Reciprocity Engage Your TeamSeparating the good from the badIf gamification designers arekings, you are the king makers. 3
  • 4. Reciprocity Engage Your TeamWhere to start? Ask 20 questions? 4
  • 5. Reciprocity Engage Your Team Where to start? Ask 20 questions?But there are rule breakers, and bad implementations 5
  • 6. Reciprocity Engage Your TeamUsing a framework To start: know your users 6
  • 7. Reciprocity Engage Your TeamThere are 4 kinds of of people Bartle’s Player Types: 1. Killer’s 2. Achievers 3. Socializers 4. Explorers 7
  • 8. Reciprocity Engage Your TeamLet’s simplify the model 3 user types 8
  • 9. Reciprocity Engage Your TeamThere are 3 kinds of people1. Geeks – 3%2. Leaders – 15%3. Followers – 82% 9
  • 10. Reciprocity Engage Your TeamSame as Geoffrey Moore’s User Model Leaders Follower sGeeks 10
  • 11. Reciprocity Engage Your TeamLet’s simplify the model even more 2 user types 11
  • 12. Reciprocity Engage Your TeamThere are only 2 kinds of people1. People who are attracted.2. People who are compelled. 12
  • 13. Reciprocity Engage Your Team2 types of motivations (game mechanics)1. Win a trophy1. Finish a progress bar 13
  • 14. Reciprocity Engage Your TeamCombine these 2 mechanics – the game loop 14
  • 15. Reciprocity Engage Your TeamMy gamification startup storyFrom CurrencyGeek… 15
  • 16. Reciprocity Engage Your TeamMy gamification startup storyFrom CurrencyGeek… 16
  • 17. Reciprocity Engage Your TeamMy gamification startup storyFrom CurrencyGeek… 17
  • 18. Reciprocity Engage Your TeamMy gamification startup storyFrom CurrencyGeek… to Gamification Leader 18
  • 19. Reciprocity Engage Your TeamLesson from a Game Designer1. Create it Marcus Gosling (game designer) 19
  • 20. Reciprocity Engage Your TeamLesson from a Game Designer1. Create it2. Tweak it Marcus Gosling (game designer) 20
  • 21. Reciprocity Engage Your TeamLesson from a Game Designer1. Create it2. Tweak it3. Tweak it again Marcus Gosling (game designer) 21
  • 22. Reciprocity Engage Your TeamLesson from a Game Designer1. Create it2. Tweak it3. Tweak it again4. You will get it right! Marcus Gosling (game designer) 22
  • 23. Reciprocity Engage Your TeamLesson from a Game Designer1. Create it2. Tweak it3. Tweak it again4. You will get it right!5. … by the 10th time! Marcus Gosling (game designer) 23
  • 24. Reciprocity Engage Your TeamThe 1st design is probably a bad design. 24
  • 25. Reciprocity Engage Your TeamSolution: ITERATE! ITERATE! ITERATE! ITERATE! ITERATE! 25
  • 26. Reciprocity Engage Your TeamSolution: ITERATE! ITERATE! ITERATE! ITERATE! ITERATE! 26
  • 27. Reciprocity Engage Your TeamSolution: ITERATE! ITERATE! ITERATE! ITERATE! ITERATE! 27
  • 28. Reciprocity Engage Your TeamSolution: ITERATE! ITERATE! ITERATE! ITERATE! ITERATE! 28
  • 29. Reciprocity Engage Your TeamBoth have:•Goals•Metrics 29
  • 30. Reciprocity Engage Your TeamGoals 30
  • 31. Reciprocity Engage Your TeamGoals • Be specific 31
  • 32. Reciprocity Engage Your TeamGoals • Be specific • Be realistic 32
  • 33. Reciprocity Engage Your TeamGoals • Be specific • Be realistic • Support a vision 33
  • 34. Reciprocity Engage Your TeamGoals • Be specific • Be realistic • Support a vision • Hook it up to your metrics 34
  • 35. Reciprocity Engage Your TeamMetrics 35
  • 36. Reciprocity Engage Your TeamMetricsUse analytics 36
  • 37. Reciprocity Engage Your TeamHow to gamify your app? 37
  • 38. Reciprocity Engage Your TeamHow to gamify your app?Share your goals and metrics with your users 38
  • 39. Reciprocity Engage Your TeamJudge game design • User frameworks • Goals and metrics • Iterate BE A GAMIFICATION KING MAKER! 39
  • 40. How do you evaluate gamified design?Ken Lynch, CEOreciprocitynow.com Reciprocity Engage Your Team
  • 41. Reciprocity Engage Your TeamList of goals/metrics questions to ask:• How is gamification the same as a startup?• A bad design that you implemented (what was the fix?).• How can you tell what to change in your design?• What is your gamification compass?• When should you not gamify? 41
  • 42. Reciprocity Engage Your TeamBackup Slides 42
  • 43. Reciprocity Engage Your Team What questions to ask the Design Kings?1. Does it have negative feedback?2. Are the feedback loops short?3. What if you take away the points/levels/badges?4. Is it time-boxed for the user?5. What are the intrinsic rewards?6. “I join” buttons or just get assigned?7. Does it need a critical mass of people already?8. Does it rely on a critical mass of FRIENDS?9. What game mechanics don’t feel like game mechanics? 43
  • 44. Reciprocity Engage Your TeamBut there are Rule breakers, bad implantations Example: lazy registration. For IMVU, it wasn’t needed. 44