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Gamification and Behaviour: The Science of why we should make things Fun
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Gamification and Behaviour: The Science of why we should make things Fun

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A short presentation I did at my company about gamification and the importance of considering behavior when designing a gamified application. I also attempted a human behavior 101 directed at …

A short presentation I did at my company about gamification and the importance of considering behavior when designing a gamified application. I also attempted a human behavior 101 directed at gamification. All of this in 15 minutes.


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Transcript

  • 1. The Science of why we should make things Fun
  • 2. Who am I? Design Thinking
  • 3. Mission for the day I’m NOT going to explain in detail what is gamification. Why does it matter and why we should understand human behavior to do it properly Human Behavior 101
  • 4. “ What is Gamification? The use of game elements and design techniques in non-game contexts. “* Source: Coursera, Kevin Werbach, 2012 The use of game elements and design techniques in non-game contexts. “By 2014, 80% of current gamified applications will fail to meet business objectives primarily due to poor design “ * Source: Gartner, 2012 By 2014, 80% of current gamified applications will fail to meet business objectives primarily due to poor design.
  • 5. GSummit 2014 @ San Francisco Go Lean! Fail Quickly! Reiterate! Make customers’ lives simpler and happier! + Behavior
  • 6. Human Behavior 101 Hersey and Blanchard’s “Situational Leadership Model” in the 1970s A. Maslow in the early 1940s + Dan Pink in 2009
  • 7. Human Behavior 101 Mihaly Csikszentmihalyi’s Flow Matching Challenge with Ability to achieve state of Flow
  • 8. Human Behavior 101 BJ Fogg Introduces Triggers into the equation Motivation and Ability are not always enough by themselves Behavior = Motivation x Ability x Trigger
  • 9. “ Human Behavior 101 If you aren’t spending the majority of your time in the beginning of every project identifying what motivates your audience, you are doing it wrong. “If you aren’t spending the majority of your time in the beginning of every project identifying what motivates your audience, you are doing it wrong. by Andrea Kuszewski
  • 10. Why? scientists got no results in 15 years players folded it in 10 days 300k users uses gamification to get 67% of their employees to the gym 5M users 500% increase in reviews training took 50% less time to complete 99% travel expense compliance C$ 26.2M in incremental revenues 560% ROI
  • 11. It’s not just psychology Dopamine + Oxytocin + Serotonin + Endorphin by Nicole Lazzaro
  • 12. How to get in touch http://twtbizcard.com/WhiskeyJackMP manuel.pimenta @novabase.pt www.gamification.pt