Crowdsourcing & Gamification

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Introduction slides for new master students in DCL at Waseda university.

Introduction slides for new master students in DCL at Waseda university.

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  • 1. Crowd Computing & Gamification Yefeng Liu (D1) AmI Group May, 2011
  • 2. PhD Candidate, Waseda, Japan HCI 2010 PhD Candidate, Titech, Japan Distributed System Research Intern, Sweden Defense Research Agency 2009 Web3.0 MSc, Chalmers University of Technology, Sweden NetworkingLiu Yefeng 劉 野楓 BSc, University of Electronic Science and Technology 2007 of China EE
  • 3. What is ?
  • 4. What iscomputer ?
  • 5. “Computer Room” @ NASA, 2007
  • 6. “Computer Room” @ NASA, 1949
  • 7. “Computer Room” @ NASA, 1949
  • 8. “Computer Room” @ NASA, 1949
  • 9. “Computer Room” @ NASA, 1949
  • 10. “Computer Room” @ NASA, 1949
  • 11. “Computer Room” @ NASA, 1949
  • 12. “Computer Room” @ NASA, 1949
  • 13. “Computer Room” @ NASA, 1949
  • 14. “Computer Room” @ NASA, 1949 “the  term  computer,  in  use  from  the   mid  17th  century,  meant  "one  who   computes":  a  person  performing   mathema9cal  calcula9ons.” -­‐-­‐  Wikipedia.com
  • 15. Crowd Computing
  • 16. Crowd Computing — Crowdsourcing (2006)
  • 17. Crowd Computing — Crowdsourcing (2006) — Human Computation (2005)
  • 18. Crowd Computing — Crowdsourcing (2006) — Human Computation (2005) — Witkey (2005)
  • 19. Crowd Computing — Crowdsourcing (2006) — Human Computation (2005) — Witkey (2005) — Microtask (2009)
  • 20. Crowd Computing — Crowdsourcing (2006) — Human Computation (2005) — Witkey (2005) — Microtask (2009) ...
  • 21. Crowdsourcing Outsourcing tasks,traditionally performed by an employee, to an undefined, large group of people.
  • 22. Community Building Open Innovation Collective Knowledge Civic Engagement Cloud LaborCollectiveCreativity Crowd Funding Source: Crowdsourcing.org
  • 23. Human Computation Intelligent system that explicitly organizes human effortsto carry out the process of computation.
  • 24. Human Computation Intelligent system that explicitly organizes human effortsto carry out the process of computation. Artificial Artificial Intelligence
  • 25. Make Use of the Wisdom of Crowds(via Information and Communication Technologies)
  • 26. Computer Social Science Science Collective Intelligence Design
  • 27. Task Assigner Work User Amazon Mechanical Turk Web SiteAmazon Mechanical Turk: Crowdsourcing Marketplace
  • 28. Amazon Mechanical Turk: Crowdsourcing platform
  • 29. Amazon Mechanical Turk: Crowdsourcing platform
  • 30. Amazon Mechanical Turk: Crowdsourcing platform
  • 31. Prof. Luis von Ahncomputer science department Carnegie Mellon UniversityreCAPTCHA: Digitizing Book One Word at a Time
  • 32. Prof. Luis von Ahncomputer science department Carnegie Mellon UniversityreCAPTCHA: Digitizing Book One Word at a Time
  • 33. Prof. Luis von Ahncomputer science department Carnegie Mellon UniversityreCAPTCHA: Digitizing Book One Word at a Time
  • 34. Prof. Luis von Ahncomputer science department Carnegie Mellon UniversityreCAPTCHA: Digitizing Book One Word at a Time
  • 35. OCR readable Prof. Luis von Ahncomputer science department Carnegie Mellon UniversityreCAPTCHA: Digitizing Book One Word at a Time
  • 36. OCR readable Prof. Luis von Ahncomputer science department Carnegie Mellon UniversityreCAPTCHA: Digitizing Book One Word at a Time
  • 37. OCR unreadable word from old New York Times OCR readable Prof. Luis von Ahncomputer science department Carnegie Mellon UniversityreCAPTCHA: Digitizing Book One Word at a Time
  • 38. OCR unreadable word from old New York Times OCR readable Prof. Luis von Ahncomputer science department Carnegie Mellon UniversityreCAPTCHA: Digitizing Book One Word at a Time
  • 39. Prof. Luis von Ahncomputer science department Carnegie Mellon UniversityESP Game: Game with a Purpose
  • 40. Prof. Luis von Ahncomputer science department Rapid creating labeled images Carnegie Mellon University (to solve the image recognition problem)ESP Game: Game with a Purpose
  • 41. Prof. Luis von Ahncomputer science department Rapid creating labeled images Carnegie Mellon University (to solve the image recognition problem)ESP Game: Game with a Purpose
  • 42. Nathan Eagle, PhD Media Lab, MIT Txteagle: Tasks via SMS for workers in developing world
  • 43. Nathan Eagle, PhD Media Lab, MIT 2.1 billion mobile subscribers Txteagle: Tasks via SMS for workers in developing world
  • 44. Nathan Eagle, PhD Media Lab, MIT 2.1 billion mobile subscribers 100+ developing countries Txteagle: Tasks via SMS for workers in developing world
  • 45. Ushahidi: platform for visualizing crowdsourced information
  • 46. Ushahidi: platform for visualizing crowdsourced information
  • 47. Ushahidi: platform for visualizing crowdsourced information
  • 48. Ushahidi: platform for visualizing crowdsourced information
  • 49. Foreign travelersImage-based question i.e. contextual relatedUbiAsk: mobile Crowdsourcing via social medias
  • 50. Foreign travelersImage-based question i.e. contextual relatedReal TimeUbiAsk: mobile Crowdsourcing via social medias
  • 51. Foreign travelersImage-based question i.e. contextual relatedReal Time Real WorldUbiAsk: mobile Crowdsourcing via social medias
  • 52. Foreign travelersImage-based question i.e. contextual relatedReal Time Real World Non-paidUbiAsk: mobile Crowdsourcing via social medias
  • 53. Foreign travelersImage-based question i.e. contextual relatedReal Time Real World Non-paidUbiAsk: mobile Crowdsourcing via social medias
  • 54. Time: summer 2010 - spring 2011Results:1-2 workshop papers, 1 conferencepaper, (almost) 1 journal paperUbiAsk: mobile Crowdsourcing via social medias
  • 55. One of the Key ChallengesHow to recruit qualified crowd-workers ?
  • 56. They Need Incentives
  • 57. ..and it’s not easy to find the right Incentive
  • 58. Use money is:
  • 59. Use money is:easy
  • 60. Use money is:easy strait forward
  • 61. Use money is:easy strait forward (almost) always works
  • 62. But... User may trend to cheat (for better pay)
  • 63. and more... “Crowding out effect”: Money incentive can destroy other pre-existing motivations Quality & Quantity: Money incentive only increase Quantity, but not Quality.
  • 64. Can we motivate user to work hardwithout Paying money?
  • 65. GamificationAdd game play elements for non-game applications, service, and systems.
  • 66. GamificationAdd game play elements for non-game applications, service, and systems.Use Game Thinking and Game Mechanics
  • 67. GamificationAdd game play elements for non-game applications, service, and systems.Use Game Thinking and Game Mechanics to solve real world problems.
  • 68. GamificationAdd game play elements for non-game applications, service, and systems.Use Game Thinking and Game Mechanics to solve real world problems.
  • 69. GamificationAdd game play elements for non-game applications, service, and systems.Use Game Thinking and Game Mechanics to solve real world problems. “save the cheerleader save the world!”
  • 70. Vision  Jesse  Schells  talk  at  DICE  in  2010 AppearDuring last12 monthsForecasts *Source: Venture Beat, Bloom Business Week, M2 Research
  • 71. Vision  Jesse  Schells  talk  at  DICE  in  2010 Appear $10+ million in seed capital for gamification startupsDuring last12 monthsForecasts *Source: Venture Beat, Bloom Business Week, M2 Research
  • 72. Vision  Jesse  Schells  talk  at  DICE  in  2010 Appear $10+ million in seed capital for gamification startupsDuring last $25+ million in capital to traditional businesses betting12 months big on gamification as a core customer strategyForecasts *Source: Venture Beat, Bloom Business Week, M2 Research
  • 73. Vision  Jesse  Schells  talk  at  DICE  in  2010 Appear $10+ million in seed capital for gamification startupsDuring last $25+ million in capital to traditional businesses betting12 months big on gamification as a core customer strategy $100 million funding dedicated to gamificationForecasts *Source: Venture Beat, Bloom Business Week, M2 Research
  • 74. Vision  Jesse  Schells  talk  at  DICE  in  2010 Appear $10+ million in seed capital for gamification startupsDuring last $25+ million in capital to traditional businesses betting12 months big on gamification as a core customer strategy $100 million funding dedicated to gamification 2015: 50% of companies that manage innovation andForecasts *Source: Venture Beat, Bloom Business Week, M2 Research
  • 75. Vision  Jesse  Schells  talk  at  DICE  in  2010 Appear $10+ million in seed capital for gamification startupsDuring last $25+ million in capital to traditional businesses betting12 months big on gamification as a core customer strategy $100 million funding dedicated to gamification 2015: 50% of companies that manage innovation and research will use gamificationForecasts *Source: Venture Beat, Bloom Business Week, M2 Research
  • 76. Vision  Jesse  Schells  talk  at  DICE  in  2010 Appear $10+ million in seed capital for gamification startupsDuring last $25+ million in capital to traditional businesses betting12 months big on gamification as a core customer strategy $100 million funding dedicated to gamification 2015: 50% of companies that manage innovation and research will use gamificationForecasts $1.6 billion in gamification development *Source: Venture Beat, Bloom Business Week, M2 Research
  • 77. Vision  Jesse  Schells  talk  at  DICE  in  2010 Appear $10+ million in seed capital for gamification startupsDuring last $25+ million in capital to traditional businesses betting12 months big on gamification as a core customer strategy $100 million funding dedicated to gamification 2015: 50% of companies that manage innovation and research will use gamificationForecasts $1.6 billion in gamification development 2016: $2.8 billion *Source: Venture Beat, Bloom Business Week, M2 Research
  • 78. Vision  Jesse  Schells  talk  at  DICE  in  2010 Appear $10+ million in seed capital for gamification startupsDuring last $25+ million in capital to traditional businesses betting12 months big on gamification as a core customer strategy $100 million funding dedicated to gamification 2015: 50% of companies that manage innovation and research will use gamificationForecasts $1.6 billion in gamification development 2016: $2.8 billion *Source: Venture Beat, Bloom Business Week, M2 Research “As Social was the last five years; Gamification will be the next five years”
  • 79. Vision  Jesse  Schells  talk  at  DICE  in  2010 Appear $10+ million in seed capital for gamification startupsDuring last $25+ million in capital to traditional businesses betting12 months big on gamification as a core customer strategy $100 million funding dedicated to gamification 2015: 50% of companies that manage innovation and research will use gamificationForecasts $1.6 billion in gamification development 2016: $2.8 billion *Source: Venture Beat, Bloom Business Week, M2 Research “As Social was the last five years; Gamification will be the next five years”
  • 80. Vision  Jesse  Schells  talk  at  DICE  in  2010 Appear $10+ million in seed capital for gamification startupsDuring last $25+ million in capital to traditional businesses betting12 months big on gamification as a core customer strategy $100 million funding dedicated to gamification 2015: 50% of companies that manage innovation and research will use gamificationForecasts $1.6 billion in gamification development 2016: $2.8 billion *Source: Venture Beat, Bloom Business Week, M2 Research “As Social was the last five years; Gamification will be the next five years” Maybe
  • 81. People LOVE gaming
  • 82. So far (March, 2010), we’ve spent 5.93 million years playing From: Jane McGonigal’s GDC’10 talk
  • 83. 5.93 million years ago...the 1st human stood upFrom: Jane McGonigal’s GDC’10 talk
  • 84. 5.93 million years 250,000 years 57,000 years Bejeweled 3.2 million years From: Jane McGonigal’s GDC’10 talk
  • 85. Why?
  • 86. “The opposite of play is not work - it’s depression”
  • 87. Gaming is also hard work
  • 88. Positive Stressgame world non-game world Negative Stress
  • 89. Why gamification > non-game worldAccelerated feedback cycles. Clear goals and rules Fascinating story Challenging but achievable tasks
  • 90. PointSystem Gamification Loop
  • 91. Challenge Point System Gamification Loop
  • 92. Challenge Point System Gamification Loop
  • 93. Win ConditionChallenge Point System Gamification Loop
  • 94. Win ConditionChallenge Point System Gamification Loop
  • 95. Win Condition RewardsChallenge Point System Gamification Loop
  • 96. Win Condition RewardsChallenge Point System Gamification Loop
  • 97. Win Condition RewardsChallenge Point System Leader board Gamification Loop
  • 98. Win Condition RewardsChallenge Point System Leader board Gamification Loop
  • 99. Win Condition RewardsChallenge Point System Leader board Badges Gamification Loop
  • 100. Win Condition RewardsChallenge Point System Leader board Badges Gamification Loop
  • 101. Win Condition RewardsChallenge Point System Socialnetwork & Leader Status board Badges Gamification Loop
  • 102. Idea Street: on-line idea management platform
  • 103. Post, find, vote, review an ideaIdea Street: on-line idea management platform
  • 104. Post, find, vote, review an idea Join idea teamIdea Street: on-line idea management platform
  • 105. Post, find, vote, review an idea Join idea team Become expert (level up)Idea Street: on-line idea management platform
  • 106. Post, find, vote, review an idea Join idea team Become expert (level up) Earn DW Peas (Rewards)Idea Street: on-line idea management platform
  • 107. Post, find, vote, review an idea Join idea team Become expert (level up) Earn DW Peas (Rewards) Share an ideaIdea Street: on-line idea management platform
  • 108. Post, find, vote, review an idea Join idea team Become expert (level up) Earn DW Peas (Rewards) Share an idea Check the leaderboardIdea Street: on-line idea management platform
  • 109. Idea Street: on-line idea management platform
  • 110. -18 monthsIdea Street: on-line idea management platform
  • 111. -18 months - 4,500 usersIdea Street: on-line idea management platform
  • 112. -18 months - 4,500 users - 1,400 new ideasIdea Street: on-line idea management platform
  • 113. -18 months - 4,500 users - 1,400 new ideas - 63 were actually implementedIdea Street: on-line idea management platform
  • 114. Gamified To-do List http://www.youtube.com/watch?v=AmKwF_Si734Epic Win: Turns Your Boring Daily Task into a RPG
  • 115. Developed by World Bank Part of “Save-the- world” Project Gamification to learn (and solve) global issueshttp://vimeo.com/9094186 http://vimeo.com/9623387Evoke: 10-weeks crash course in changing the world
  • 116. Results: - 10 weeks - 19,893 participants (or, students) - from more than 130 countriesEvoke: 10-weeks crash course in changing the world
  • 117. A mobile application that gets user’s activity/status in real time.
  • 118. A mobile application that gets user’s activity/status in real time. Gmifiy It!
  • 119. A mobile application that gets user’s activity/status in real time. Gmifiy It!
  • 120. Best
  • 121. Best !
  • 122. Yefeng Liuhttp://www.dcl.info.waseda.ac.jp/~yefengSlideshttp://www.dcl.info.waseda.ac.jp/~yefeng/crowd.pdfA mendeley group for gamificationhttp://www.mendeley.com/groups/1104161/gamification-dcl/