In 2009, as a part of their “Fun Theory”, Volkswagen replaced a Stockholm subway station's staircase with working piano keys. These keys played tunes as people walked up and down them. Staircase usage (versus escalator usage) increased by 66 percent. We are all in the business of user experience; our users may be staff members, customers, or citizens. Our goal is to ensure the path of least resistance (/most fun) is the same as the desired path. How far can we take the Fun Theory and what are its limitations?

1. By Matt Lane GOVIS Conference 2011 21 June 2011 How high do the piano stairs go? Applying fun to user experience Presents: INSERT COINS WEB EXPERIENCE MANAGEMENT SOLUTIONS

2. Level 1: Piano stairs and “Gamification” Level 2: Examining fun and games Level 3: A return to the real world L1 L2 L3 WEB EXPERIENCE MANAGEMENT SOLUTIONS

3. Level 2: Examining fun and games Level 3: A return to the real world L1 L2 L3 WEB EXPERIENCE MANAGEMENT SOLUTIONS Level 1: Piano stairs and “Gamification”

4. Piano stairs and the “Fun Theory” L1 L2 L3 WEB EXPERIENCE MANAGEMENT SOLUTIONS

17. Level 1: Piano stairs and “Gamification” Level 3: A return to the real world L1 L2 L3 WEB EXPERIENCE MANAGEMENT SOLUTIONS Level 2: Examining fun and games

39. Level 1: Piano stairs and “Gamification” Level 2: Examining fun and games Level 3: A return to the real world L1 L2 L3 WEB EXPERIENCE MANAGEMENT SOLUTIONS

40. Level 1: Piano stairs and “Gamification” Level 2: Examining fun and games Level 3: A return to the real world

53. By Matt Lane GOVIS Conference 2011 21 June 2011 How high do the piano stairs go? Applying fun to user experience Presents: INSERT COINS WEB EXPERIENCE MANAGEMENT SOLUTIONS