Gamification Debate at NY Tech UX

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These slides served as the basis for my position introduction in a debate on gamification at the NYTech UX event on January 8, 2014

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Gamification Debate at NY Tech UX

  1. 1. Marc Resnick Bentley University, Professor Usability Solutions, Founder mresnick@bentley.edu @PerformSol 305-443-3765 humanfactors.blogspot.com
  2. 2. We have gone gamification crazy
  3. 3. But most implementations don’t seem to know what they are doing !
  4. 4. “Gartner Says by 2014, 80% of Current Gamified Applications Will Fail to Meet Business Objectives Primarily Due to Poor Design”
  5. 5. Just like a great chef can turn basic ingredients into a masterpiece
  6. 6. A bad chef can turn them into a trip to the emergency room
  7. 7. But why do we need to be chefs?
  8. 8. Let’s take just one ingredient . . .
  9. 9. Can’t we motivate everyone with pointsification . . .
  10. 10. Autonomy Mastery Relatedness Do we need to consider a few motivational dimensions . . .
  11. 11. Or do we need a whole language of motivation to cover it all?
  12. 12. Let’s break motivation down into its basic components Relatedness • one to one bonding with a valued colleague • belonging to the in-group • collaboration with others towards a common goal • competition with another to show superiority • nurturing, family, and mentorship • (friends list) Mastery • successes heralded in song • external validation through public awareness of your success • internal validation because you know of your success • (trophies and leaderboards) Accumulation • collection of sets • (virtual goods) Competence • physical and mental health • stability, tranquility, and absence of anxiety • fairness and justice • idealism and honor • (badges, levels, points) Self-expression • design part of the game world used by others • design part of the world used by yourself • design part of the world used by yourself and in-group Disruption • fight the power • white hat hacking • (scam the fools)
  13. 13. But each user is motivated by a different set of motivators and in different proportions Community Status Competition Relatedness Competence Disruption Mastery
  14. 14. Strava Cyclist Gamified Social Network Relatedness • uses can follow anyone (like TW) • users can look for skill-matched partners to bike with • users can compete within selected friend group • users can join teams for aggregate scoring • users can link to mentors for advice • there is an extensively used chat for collaborative and trash talking • there is a strong member affinity Mastery • time leaderboards on set segments are listed, overall and by demo • users can list personal records Competence • quantified self features demonstrate extreme fitness • users can link their HR to measure their “suffer” score • users can compete anonymously • there is an honor code to reduce cheating Self-expression • users’ newly discovered routes can be added • users have reasonably rich profiles Disruption • groups draft one rider to jump a time record • users can log illegal trails for others to follow
  15. 15. Open Source Software Relatedness • communicating with specific leading and noted developers • belonging to the open-source community in-group • working with other developers on new modules • mentoring new developers as they onboard to the community Mastery • status as an expert developer • internal confidence emanating from the acceptance of code contributions Extrinsic value • paid bonuses from employer for contributing • career advancement based on part on contributions to code development Competence • being a valued member of the open source community • having personal contributions added to the next software build • subscribing to the open source honor code Self-expression • expressing one’s software development style in the code Disruption • create free software that competes with established corporate systems
  16. 16. And if we do this with: • X motivations • X player profiles • X processes to cover • X usage scenarios • X time frames • • • • • X learning curves X feedback mechanisms X reward types X customization models X hardware and software constraints We get 6,423,678,124,013 possible combinations (approximately)
  17. 17. There is a way, if you know the fundamentals business objectives user profiles game element game mechanic UI brain mechanic ST behavior game dynamic LT behavior
  18. 18. For Group Discussion Strengths of Gamification • Long term engagement • Build intrinsic motivation • Focusing users on key outcomes • White hat hackgamers Obstacles to Gamification • Short term thinking • Contestification • Distracting users with points and badges • Disruptors and game grinders

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