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Mira Dontcheva - "Learning How to Use Adobe Photoshop through Gamification"
 

Mira Dontcheva - "Learning How to Use Adobe Photoshop through Gamification"

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Mira Dontcheva's Tech Talk for Adobe, sponsored by Bunchball

Mira Dontcheva's Tech Talk for Adobe, sponsored by Bunchball

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  • Don't assume your customers will play any game you throw at them – very few of the trialists we offered the game to played ; timing and context matterNot all games have to be viral, but you need many players to make them interesting ; points are important as nudging, but their impact is significantly amplified by competitionPeople will play without any extrinsic rewards ; despite our legal limitations around awards, only a small % of all players were from the USPlayers won't help each other (like on forums), but will spend extra time to competeSocial is important, but it truly depends on the game you have, and how social your players areIt's about the long-term view ; if you expect to make money with every game you are in the wrong business. It's about engagement and changing behavioral patterns (much like education)

Mira Dontcheva - "Learning How to Use Adobe Photoshop through Gamification" Mira Dontcheva - "Learning How to Use Adobe Photoshop through Gamification" Presentation Transcript

  • Learning How to Use Adobe Photoshop with Gamification Mira Dontcheva | Senior Research Scientist, Adobe© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • Who am I?© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2
  • Who am I? Adobe Tutorial Player for Photoshop Mixed-media Tutorials [Chi et al., to appear at UIST 2012] [Grabler et al., SIGGRAPH 2009, Pongnumkul et al, UIST 2011] Discovery-based Games [Dong et al., SIGCHI 2012]© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3
  • Software Use Today© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 4
  • Software Use Today Learn by Doing© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5
  • Software Use Today© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 6
  • Software Use Today© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 7
  • Software Use Today© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 8
  • Software Use Today© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 9
  • Software Use Today© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 10
  • Software Use Today© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 11
  • Software Use Today© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 12
  • Software Use Today© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 13
  • Software Use Today© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 14
  • Goals 1. Lower the barrier to entry for new customers 2. Increase engagement with existing customers 3. Give everyone a sense of accomplishment© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 15
  • Level Up for Photoshop (with Bunchball)© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 16
  • Level Up for Photoshop (with Bunchball) Petar Karafezov© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 17
  • 1. In-app panel© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 18
  • © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 19
  • © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 20
  • © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 21
  • © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 22
  • © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 23
  • © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 24
  • © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 25
  • © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 26
  • © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 27
  • © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 28
  • © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 29
  • © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 30
  • © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 31
  • © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 32
  • © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 33
  • © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 34
  • © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 35
  • 2. Website with Leaderboard© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 36
  • 3. Prizes© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 37
  • Pilot Deployment – Sept 2011 – Feb 2012 Promotion:  Trial downloads  Facebook  www.photoshop.com© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 38
  • Pilot Deployment – Sept 2011 – Feb 2012 Promotion:  Trial downloads  Facebook  www.photoshop.com Feedback:  Nitro analytics (Bunchball)  Monthly surveys  Phone interviews© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 39
  • Results - Sept 2011 – Feb 2012 ~1800 active players 70 63% completed Level 1 63 51% completed Level 2 60 51 37% completed Level 3 50 % of players 40 37 37% played the game more than once 30 31% watched a help video 20 10 16% posted on Facebook 0 5% tweeted Level 2 Level 3 played more Level 1 video Facebook Twitter than once© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 40
  • Results - Sept 2011 – Feb 2012 ~1800 active players 70 63% completed Level 1 63 51% completed Level 2 60 51 37% completed Level 3 50 % of players 40 37 37 37% played the game more than once 30 31 31% watched a help video 20 10 16% posted on Facebook 0 5% tweeted Level 2 Level 3 played more Level 1 video Facebook Twitter than once© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 41
  • Results - Sept 2011 – Feb 2012 ~1800 active players 70 63% completed Level 1 63 51% completed Level 2 60 51 37% completed Level 3 50 % of players 40 37 37 37% played the game more than once 30 31 31% watched a help video 20 16 10 16% posted on Facebook 5 0 5% tweeted Level 2 Level 3 played more Level 1 video Facebook Twitter than once© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 42
  • Survey Data – 259 responses Strongly disagree Disagree Neutral Agree Strongly Agree 100% 90% 80% 70% 60% 50% Overall 84%-90% positive sentiment 40% 30% 20% 10% 0% I enjoyed playing the game The game helped me learn I learned the basics of photo something new editing using Photoshop© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 43
  • Players come from everywhere MEX 1% Others IND 18% ESP 1% 1% USA AUS 39% 2% DEU 2% CAN 4% GBR 6% #N/A 26%© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 44
  • Impressions  I think it is a great way for someone who is new to the software to learn how to use it. It teaches some great tips and tricks.  I enjoyed learning techniques to improve my images. For a user who is not using Photoshop everyday, it is hard to remember the steps necessary to do what I want to do.  Even though I have been using Photoshop for just over 6 years there were some little tips and tricks that I never knew about! With the work I do, I tend to use the same handful of tools ... its really great to see what other tools can do : )  I find Photoshop to have a huge learning curve. I found this game to help fill in some of the stuff i should have learned and been using but somehow missed while learning.© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 45
  • Interviews 6 phone interviews + Adobe Connect 45 minutes individual interviews  How did you get started with PS? How did you learn about Level Up?  Favorite missions  Did you use skills outside of the game?© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 46
  • Beginner: Melisa  Retired nurse  Uses GIMP – wants to learn Photoshop© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 47
  • Advanced User: Justin  Family photographer  Has used Photoshop for 9 years  Learns from books and friends© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 48
  • Advanced User: Justin  Family photographer  Has used Photoshop for 9 years  Learns from books and friends© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 49
  • What about those points?© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 50
  • Surprise People start playing Level Up to collect points, but they continue using the panel as a reference.© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 51
  • Was Level Up for Photoshop Successful? 1. Lower the barrier to entry for new customers  More people wanted to buy the product after trying it 2. Increase engagement with existing customers  Discovery of new tools and workflows  Competition with friends 3. Give everyone a sense of accomplishment  All participants want to see more levels  Transferred new skills to personal images© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 52
  • Next Steps  Level Up 2.0© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 53
  • Next Steps  Level Up 2.0  Other gamification strategies© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 54
  • Next Steps  Level Up 2.0  Other gamification strategies  Apply to more products© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 55
  • Lessons Learned  Dont assume your customers will play  People will play without any extrinsic awards  Competition is a strong motivator  Must consider the long term impact© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 56
  • Acknowledgements Bunchball: Mike Earhart, Josh Utter-Leyton Adobe: Petar Karafezov, Luanne Seymour, Terri Stone, Thomas Ruark, Zak Nelson© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 57
  • Thank You! http://success.adobe.com/microsites/levelup/index.ht ml http://www.facebook.com/LevelUpForPhotoshop mirad@adobe.com© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 58