Gameful Design: Creating Passionate Customers and Coworkers
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Gameful Design: Creating Passionate Customers and Coworkers

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Talk at the Innovation Lab Denmark, June 20, 2013. http://ilab.dk/gamification-konference

Talk at the Innovation Lab Denmark, June 20, 2013. http://ilab.dk/gamification-konference

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  • 1. gameful designcreating passionatecustomers and co-workersSebastian Deterding (@dingstweets)Innovation Lab Denmark, Copenhagen, June 20, 2013c b
  • 2. 1 what?
  • 3. We are allgame designers
  • 4. http://www.flickr.com/photos/seandreilinger/3342015670/sizes/o/in/photostream/
  • 5. http://www.flickr.com/photos/trancemist/4128705938/sizes/l/in/photostream/
  • 6. http://www.flickr.com/photos/f-l-e-x/937522495/sizes/l/in/photostream/
  • 7. http://www.flickr.com/photos/mzn37/4001914227/sizes/o/in/photostream/
  • 8. http://www.flickr.com/photos/pigpogm/4956017815/sizes/l/in/photostream/
  • 9. http://www.flickr.com/photos/daviddittrich/3449898482/sizes/z/in/photostream/
  • 10. http://www.flickr.com/photos/34520684@N03/3229232419/sizes/o/in/photostream/
  • 11. http://www.flickr.com/photos/51035610542@N01/226303922/sizes/l/in/photostream/
  • 12. StoryRules, challengesFree, safe play spaceShared toy objectsGoalsFeedback
  • 13. Fitness
  • 14. Finance
  • 15. Sustainability
  • 16. Activism
  • 17. Education
  • 18. work
  • 19. Life
  • 20. The blueprint (still)pointsTracking, FeedbackbadgesGoals, surpriseleaderboardsCompetitionincentivesRewards
  • 21. 2 Why?
  • 22. Motivation
  • 23. ABShift#1from Utility & Usability ...
  • 24. …to Motivation
  • 25. …and enjoyment
  • 26. Buy!From transaction to interactionUpload!Comment!Tag!Digg!Forward!Invite!Bookmark!Retweet!Share!Add friend!Design!Mark as Spam!Like!Answer!Vote!Register Now!Subscribe!Shift#2
  • 27. New marketshealth self-improvement eco/greenShift#3
  • 28. new productivity factorsShift#4
  • 29. From extrinsic to intrinsicShift#5
  • 30. Loyalty programmes!
  • 31. http://www.flickr.com/photos/diego_rivera/4261964210Extrinsic motivation
  • 32. Earn 1,000,000,000,000 pointsScore: 964,000,000,000,000(You rock!)
  • 33. Intrinsic motivationhttp://www.flickr.com/photos/areyoumyrik/308908967
  • 34. What intrinsicmotivation drivespassionate users?
  • 35. Pop Quiz!The productis awesome!The companyis awesome!The experienceis awesome!A B C
  • 36. Pop Quiz!The productis awesome!The companyis awesome!The experienceis awesome!A B C
  • 37. Pop Quiz!I am awesome!D
  • 38. Better XBetter user of X** aka »competence«
  • 39. Teresa M.Amabile»This pattern is what we call theprogress principle: of all the positiveevents that influence inner work life, thesingle most powerful is progress inmeaningful work.«the progress principle (2012: 76)
  • 40. Teresa M.Amabile»Truly effective video game designersknow how to create a sense of progressfor players within all stages of the game.Truly effective managers know how to dothe same for their subordinates.«the progress principle (2012: 88)
  • 41. Raph Koster»Fun is just another wordfor learning.«a theory of fun for game design (2005)
  • 42. Raph Koster»Fun from games arises out of mastery.It arises out of comprehension. It is theact of solving puzzles that makes gamesfun. With games, learning is the drug.«a theory of fun for game design (2005)
  • 43. Edward Deci,RichardRyan»An understanding of human motivationrequires a consideration of innatepsychological needs for competence,autonomy, and relatedness.«the what and why of goal pursuit (2000)
  • 44. 3 how?
  • 45. 1 competence
  • 46. Autonomy2
  • 47. relatedness3
  • 48. competence1
  • 49. Not fun Funhttp://www.flickr.com/photos/sulamith/1342528771/sizes/o/http://www.flickr.com/photos/photonquantique/3364593945/sizes/l/
  • 50. Raph Koster»Fun is just another wordfor learning.«through interesting challengesa theory of fun for game design (2005)
  • 51. Goals ...
  • 52. + Rules ...
  • 53. = Interesting challenges
  • 54. + Feedback ...http://www.flickr.com/photos/bodgerbrooks/1315419080
  • 55. = Experiences of competence
  • 56. Earn 1,000,000,000,000 pointsScore: 964,000,000,000,000(You rock!)feedback without mastery
  • 57. DangerStand in the user’s way
  • 58. TicketFor ticket, drag reddot through labyrinth
  • 59. Level 2TicketFor ticket, drag reddot through labyrinth
  • 60. Core challenge of E-Mail?• Maximum output?• Correct, polite, actionable?• Prioritized?• Fast answers?• Check less often?• Inbox Zero?
  • 61. Priorotization
  • 62. Inbox Zero
  • 63. Procrastination
  • 64. find the right challengePrinciple#1
  • 65. clear,visually present goalsPrinciple#2
  • 66. Structured flow of goalsPrinciple#2
  • 67. Scaffolded challengePrinciple#3
  • 68. »flow«DifficultySkill/Timeanxietyboredomflow: the psychology of optimal experienceMihaly Csikszentmihalyi
  • 69. “juicy” feedbackPrinciple#4
  • 70. Autonomy2
  • 71. Heeter et al. 2011, Mollick & Rothbard 2013
  • 72. Johan Huizinga»First and foremost,all play is a voluntaryactivity.«homo ludens (1938/1950: 7)
  • 73. Edward Deci,RichardRyan»An understanding of human motivationrequires a consideration of innatepsychological needs for competence,autonomy, and relatedness.«the what and why of goal pursuit (2000)
  • 74. Fun VoluntaryVoluntary Fun
  • 75. the undermining effect
  • 76. feedbackperceived ascontrollingthwartsautonomymotivationperceived asinformingsupportscompetence+–Deci & Ryan 2012
  • 77. …vs.Quality andVarietyPrinciple#1safe from consequence
  • 78. meaningful choicePrinciple#2http://ascottallison.files.wordpress.com/2009/12/p1030286.jpg
  • 79. avoid controlling feedbackPrinciple#3
  • 80. Effective,but not sustainable
  • 81. »Reward« intrinsically* With more utility, mastery, autonomy, meaning, relatednessPrinciple#4
  • 82. things to play withPrinciple#5
  • 83. KarsAlfrink»So when designing toolsfor play, underspecify!«a playful stance (2008)
  • 84. http://www.flickr.com/photos/purplemattfish/3205907410/sizes/o/in/photostream/Provide invitationsPrinciple#6
  • 85. relatedness3
  • 86. »You lookespecially lovelytonight.«http://www.flickr.com/photos/beigeinside/50122570/»Now I feel likeyou’re just doingit for the points.«Danger
  • 87. DonaldT.Campbell»The more a quantitative social indicatoris used for social decision-making, themore subject it will be to corruptionpressures and the more apt it will be todistort and corrupt the social processes itis intended to monitor.«assessing the impact of planned social change (1976)
  • 88. http://www.rasmusen.org/x/images/pd.jpgreframing as strategic actionDanger
  • 89. creates myopic focus
  • 90. So you also playedEcoChallengeTM?
  • 91. …vs.Quality and Varietycreates side effects
  • 92. <Insert Dilbertcartoon here>
  • 93. http://www.flickr.com/photos/mrlerone/405730185/sizes/o/What we usually design
  • 94. Who decides how this is used
  • 95. http://www.flickr.com/photos/docentjoyce/3138887652lived values of exploration ...
  • 96. …mastery,...http://www.flickr.com/photos/paulgorman/1392988135
  • 97. http://www.flickr.com/photos/7amanito/3030759646…benign transgression,...
  • 98. http://www.flickr.com/photos/iboy/5709372593…and mutual care.
  • 99. http://www.flickr.com/photos/iboy/5709372593
  • 100. »It is the nature of a fun community to caremore about the players than about thegame. ... We are having fun. We are caring.We are safe with each other. This is whatwe want.«Bernie de Koventhe well-played game (1978: 19-20)
  • 101. Edward Deci,RichardRyan»An understanding of human motivationrequires a consideration of innatepsychological needs for competence,autonomy, and relatedness.«the what and why of goal pursuit (2000)
  • 102. model the values you wish to see.Principle#3
  • 103. http://www.dailymail.co.uk/news/article-2047684/Dangerous-drivers-silent-treatment-Venezuela-employs-mimes-traffic-police.html“the spirit of the rules”
  • 104. in summary
  • 105. in an age of motivation ...
  • 106. http://www.flickr.com/photos/diego_rivera/4261964210…move from extrinsic ...
  • 107. …to Intrinsic motivations ...http://www.flickr.com/photos/areyoumyrik/308908967
  • 108. to create passionate customers and coworkers.I am awesome!
  • 109. Earn 1,000,000,000,000 pointsScore: 964,000,000,000,000(You rock!)Instead of shallow progress wars...
  • 110. create systems to master,
  • 111. …and a free space to play ...
  • 112. …that are truly meaningful.
  • 113. …vs.Quality and Varietydon’t just set up rule systems:
  • 114. model the community values you wish to see.
  • 115. sebastian@codingconduct.cc@dingstweetscodingconduct.ccThank you.