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Gamification in Enterprise Software

Basic understanding of Gamification in Enterprise Software, player centered design, motivations.

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Gamification in Enterprise Software

  1. 1. in Enterprise Software Gamification
  2. 2. www.uxness.in Overview 1. Game vs. Work 2. About games 3. Why people play games? 4. What is Gamification? 5. Enterprise Software 6. Why gamify Enterprise software 7. Player Centric Design • Know your player • Identify Mission • Understand Motivation • Apply Game mechanics • Manage, Monitor & Measure 8. Benefits of Gamification 9. Further readings
  3. 3. www.uxness.in GAMES WORK Vs.
  4. 4. www.uxness.in Games vs. Work Games Attributes Work Constantly Feedbacks Once or twice a year Clear Rules Unclear Repetitive and fun Tasks Repetitive and dull Clear Goals Contradictory Intentional Obstacles Accidental Transparent, Timely Status Hidden Yes Collaboration Maybe Encouraged Failure Punished
  5. 5. www.uxness.in About Game An activity among 1 or more independent decision maker seeking to achieve their objectives in some limiting context. - Clark C. Abt "A game is a form of play with goals and structure." - Kevin J. Maroney
  6. 6. www.uxness.in Why people play games? Most imp. motivations to play games are as follows 1. For Mastery 3. To have fun 2. To de-stress 4. To socialize
  7. 7. www.uxness.in What is Gamification • Gamification is the use of game thinking and game mechanics in non game contexts to engage users in solving problems. • It motivates player to engage in desired behaviors by showing them the path to mastery. Game Mechanics Boring System Interesting One Gamified System
  8. 8. www.uxness.in Example - Nike+ - Gamified physical exercise activity Points Levels Leaderboards Badges Challenges Social engagement
  9. 9. www.uxness.in Example - LinkedIn - Gamified professional social networking
  10. 10. www.uxness.in Enterprise Software Enterprise software refers to software that businesses use to run their day- to-day activities such as finance, sales, human resources, manufacturing, shipping, and procurement. It is typically purchased by companies as off-the-shelf software, customized and configured to meet their business needs, and made available to their employees.
  11. 11. www.uxness.in Why gamify Enterprise software • Emergence of Gen Y (digital natives – people born after 1980) • Changing nature of information work • To make technology and business more inviting pertaining advantages of peoples innate enjoyment of play.
  12. 12. www.uxness.in Player Centered Design framework Player centered design is based on UCD but goes beyond UCD to enable meaningful management & behavior change. UCD focuses on: • User satisfaction • Efficiency • Effectiveness etc. UCD + Engagement = Player Centered Design
  13. 13. www.uxness.in Player Centered Design Know your player Identify mission Understand human motivation Apply game mechanics Manage Monitor & Measure
  14. 14. www.uxness.in Know Your Player It is to understand player and their context. • Amy Jo Kim has coined the word “Player”. • We generally use ‘User’ in UCD and ‘Player’ in PCD. • Why Player? • Players’ participation is voluntary in games • Players could walk away at any moment however in business software employees are expected to use the software as part of their work, which is not voluntary. • Player persona • It helps in understanding user goals, experience, aspiration along with basic demographic like gender, age etc. • This will provide an insight into how to engage & motivate them in an enterprise context. PCD Step 1
  15. 15. www.uxness.in Player Persona Template
  16. 16. www.uxness.in Player Persona Key attributes 1. Gender It provides critical input into the type of game mechanics that will engage the user.
  17. 17. www.uxness.in Player Persona Key attributes 2. Generation (Age group) Research shows that there are significant differences in attitudes between the generations in the way they approach work. This knowledge is relevant for gamification since it gives a good indication of the receptiveness of the player to game mechanics . Generation Year of Birth General behavior Gen X 1960 to 1980 They tend to be hierarchy oriented and do not tolerate failure. Gen Y Early 1980 to early 2000 • Grew up with videogames, they expect immediate feedback. • They are willing to take risks and endure “epic failure”.
  18. 18. www.uxness.in Player Persona Key attributes 3. Player Type Richard Bartle classifies players into four categories based on their gaming preference. Achievers play to gain points and status. Explorers love to discover new aspects of the game. Similar to killers however they go one-step further and find joy in seeing others lose. Socializers play for the joy of interacting with others rather than for the game itself.
  19. 19. www.uxness.in Player Persona other attributes 4. Type of industry 5. Job Title & Job Goals 6. Pain Point 7. Aspiration 8. Work Culture
  20. 20. www.uxness.in Identify Mission Mission refers to the goal of your gamification activity. Understanding current business scenario – What players are doing today. Understand target business outcome – What business wants to achieve. Setting appropriate mission PCD Step 2
  21. 21. www.uxness.in Understand Human Motivation PCD Step 3 What is motivation ? Motivation is a psychological feature that induces an organism to act towards a desired goal and elicits, controls, and sustains certain goal-directed behaviors. It can be considered a driving force;
  22. 22. www.uxness.in Intrinsic Motivation Intrinsic Intrinsic motivation refers to motivation that comes from inside an individual rather than from any external or outside rewards, such as money or grades. The motivation comes from the pleasure one gets from the task itself or from the sense of satisfaction in completing or even working on a task.
  23. 23. www.uxness.in Extrinsic Motivation Extrinsic Extrinsic motivation refers to motivation that comes from outside an individual. The motivating factors are external, or outside, rewards such as money or grades. These rewards provide satisfaction and pleasure that the task itself may not provide.
  24. 24. www.uxness.in Understand Motivation in Gamification Intrinsic Extrinsic H I G H L O W User performs activity & repeats proactively. High engagement 1. User performs activity till extrinsic motivation is available & high. Less engagement Intrinsic Extrinsic H I G H L O W 2. Gamification Intrinsic H I G H Increase in intrinsic motivation with external rewards results more activity and high engagement. Intrinsic Extrinsic rewards L O W + 3.
  25. 25. www.uxness.in Apply Game Mechanics Points : Points are the granular units of measurement in gamification. They are single count metrics. This is the way the system keeps count of the player’s actions pertaining to the targeted behaviors in the overall gamification strategy. PCD Step 4
  26. 26. www.uxness.in Apply Game Mechanics Leader board: Leader boards bring in the social aspect of points and badges, by displaying the players on a list, typically ranked in descending order with the greatest number of points at the top. The possible disadvantage of a leader board is that it could be demotivating to a new player. PCD Step 4
  27. 27. www.uxness.in Apply Game Mechanics Badges : Once the player has accumulated a certain number of points, they may be awarded badges. Badges are a form of virtual achievement by the player. They provide positive reinforcement for the targeted behavior. PCD Step 4
  28. 28. www.uxness.in Apply Game Mechanics Relationship : Relationships are game mechanics based on the motivational driver of connection. We are social beings, and relationships have a powerful effect on how we feel and what we do. PCD Step 4
  29. 29. www.uxness.in Other Mechanics Challenge Journey Narrative PCD Step 4
  30. 30. www.uxness.in Manage, Monitor & Measure Gamification is an iterative program & need long term commitment to be successful. Manage Mission : Periodically evaluate the validity of the mission and adjust if needed. Monitor Motivation : After rollout conduct qualitative research (interview, observation) to study the impact on player interaction , motivation. Player fatigue is a condition where player are less motivated, engaged with system as compared to when its was initial roll out. It was beneficial to introduce new future periodically to sustain engagement. PCD Step 5
  31. 31. www.uxness.in Manage, Monitor & Measure Measure effectiveness of mechanics :Continuously measure the effectiveness of mechanics as they are the key to success of gamification. PCD Step 5 Engagement Time ROI •Average number of actions •Median number of actions •Number of users performing actions •Number of times users return •Progression of users through the experience •Customer satisfaction results •Retention •Frequency •Decrease of response time •Timeliness •Number of active users •Productivity increase •Cost reductions •Sales increase
  32. 32. www.uxness.in Benefits of Gamification • Motivations and long term user engagement and loyalty. • Making things more pleasurable in interaction, process and in system. • Helps in creating brand connection with user in a meaningful and interesting way. • It can be used with different roles like User, customers, employee and different scenarios like user engagement, personal motivation. • Helps in converting complex system in to simple and interesting system. • It attempts to make technology more inviting by encouraging users to engage in desired behaviors and by showing the path to mastery.
  33. 33. www.uxness.in Further readings 1. Online course on Gamification Link : https://www.coursera.org/course/gamification 2. Books
  34. 34. Thank You www.uxness.in @uxness

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