Gamification Decks: Structure Gamification Projects with Design Thinking


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Within this presentation I analyze how the process of Design Thinking might be a good fit for applying gamification on products or services. This assumption is based on various characteristics, but mainly its user-centric attributes and iterative process.

While this is mainly a theoretical analysis, I am currently experimenting with this approach and will update these slides at a later point. I am open for any discussion or suggestion.

Based on the article of my blog:


Published in: Technology, Education

Gamification Decks: Structure Gamification Projects with Design Thinking

  1. 1. GAMIFICATION DECK 1 DESIGN THINKING FOR GAMIFICATION Daniel Meusburger | | @dmeusburger
  2. 2. GAMIFICATION OFFERS OPPURTUNITIES Possibility to engage customers, employees, end users Increase productivity, sales, conversions 70% of Global 2000 Organization will have at least 1 gamified application by 2014 (Gartner) (Source) 50% of companies with innovation processes will gamify those by 2015 (Gartner) (Source) Market increase to $5.5 billion by 2018, from the $421 million today (marketsandmarkets) (Source) @dmeusburger
  3. 3. SO, START AND WIN? 80% of current gamification applications will fail to meet business objectives (Gartner, 2012) @dmeusburger
  4. 4. REASONS o o o o o o 1 Lack of planning Lack of (game design) talent Lack of user analysis and understanding Lack of user involvement Lack of brainstorming and Lack of prototyping Poor (Game) Design @dmeusburger
  5. 5. HOW TO START? 1 Standard methodologies often lack end users focus and limit creativity in favor of structure @dmeusburger
  6. 6. DESIGN THINKING 1 a human-centered approach to innovation (…) to integrate the needs of people, possibilities of technology and requirements for business success (David Kelley, founder IDEO) @dmeusburger
  7. 7. DESIGN THINKING PROCESS 1 own depiction of the Design Thinking Process by Process Steps 1 Understand the challenge. Gather information on requirements, stakeholders and limitations 2 Observe the users. Develop empathy fort he current situation and behavior of the user 3 Develop a Point of View. Connect the challenge with user empathy 4 Ideate (through brainstorming) 5 (Rapid) Prototyping 6 Test if the desired state is reached. Iterate!!! @dmeusburger
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  10. 10. REQUIREMENT ANALYSIS 1 Challenges > Understand the underlying challenge > Acquire knowledge Action Steps 1 Gather information including goals, requirements and restrictions (budget, scale, resources) 2 Ask all stakeholders (customers, process/product owners) 3 Describe the challenge, current situation and ideas about the desired situation (goals) @dmeusburger
  11. 11. REQUIREMENT ANALYSIS 1 Key Questions • What is the challenge and what is the current situation? • Who is affected and involved? • Where do we want to be (goals) – What should be achieve (desired situation)? Resources • Gamification Model Canvas @dmeusburger
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  13. 13. USER OBSERVATION 1 Challenges > Observe and analyze the end user > Develop empathy Action Steps 1 Observe the end user, his/her behavior, environment and interaction with the environment 2 Ask the end user about the challenge, the problems and his/her wishes. Ask for improvement suggestions. 3 Try to develop an understanding and empathy for the position of the end user and analyze different perspectives. @dmeusburger
  14. 14. USER OBSERVATION 1 Key Questions • What is the position of the end user? • How does the user interact with the object or within the process? • How does the end user feel about the situation? Resources • User Stories, Interviews, Questionnaires • User Journeys • Octalysis • User Types @dmeusburger
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  16. 16. POINT OF VIEW (OPTIONAL) 1 Challenges > Combine information and empathy to understand the status quo > Develop awareness Action Steps 1 Analyze the results of the first 2 stages and link the situation to the user. Develop a concise (mental) understanding of the correlations. • • You should be aware about how the problem and connects to business metrics You should understand the view of the user 2 Discuss potential directions, influence points or bottlenecks with coworkers 3 Try to develop an understanding and empathy for the position of the end user and analyze different perspectives. @dmeusburger
  17. 17. POINT OF VIEW (OPTIONAL) 1 Key Questions • How do the challenge and user behavior correlate? • Which behaviors do I want to foster? • How can we / What would improve the current situation of the end user? • Where is the fun in it? (Instead of „How can we make this fun?“) Resources • Octalysis • Gamification Model Canvas (mechanics, dynamics, components, behaviors) @dmeusburger
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  19. 19. IDEATION 1 Challenges > Brainstorm for playful ideas > Be creative Action Steps 1 Set up a diverse, interdisciplinary team (various professions, cultures, viewpoints) 2 Organize the right environment (physical environment, rules for brainstorming) and promote creativeness 3 Brainstorm and collect all mentions 4 Categorize, combine and prioritize ideas @dmeusburger
  20. 20. IDEATION 1 Key Questions • None, be creative! • What are your ideas? Resources • Brainstorming • Mind mapping • 35 Gamification Mechanics Set • Video examples (for lacks of creativity) @dmeusburger
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  22. 22. PROTOTYPING 1 Challenges > Create (fast) prototypes, try things out > Be active Action Steps 1 Set up a diverse, interdisciplinary team (various professions, cultures, viewpoints). Maybe split up in subteams. 2 Organize the right environment (physical environment) and various kinds of materials (paper, pencils, post-its, lego, cardboard). 3 Give goals or requirements (e.g. maximum size, material, …) 4 Create prototypes from prioritized ideas @dmeusburger
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  24. 24. TESTING 1 Challenges > Test prototypes, get user feedback, iterate > Be adaptive Action Steps 1 Raise end user feedback • Multiple rotations possible: Paper-based draft, cardboard modeled draft, computer model, final application prototype 2 Play testing: Watch and analyze the behavior of the players and interview him/her afterwards 3 Establish a measurement system to gain data based on activity and behavior long-term 4 Monitor and improve the system based on quantitative analysis @dmeusburger
  25. 25. TESTING 1 Key Questions • Do we achieve the desired outcome? Why not? • What can we improve? • Do you consider this fun / engaging? • Is the balance of activities, challenges, behavior right? Resources • Surveys, Interviews • A/B Testing • Big Data, Data Analytics (Long term) @dmeusburger
  26. 26. ITERATIVE PROCESS 1 @dmeusburger
  27. 27. ADVANTAGES 1 Integrated Solutions User Proximity User Empathy Opportunity Utilization Power of Rapid Prototyping Collective Expertise Source: @dmeusburger
  28. 28. SOURCES 1 Own Sources • Gamification Thinking? Structure Gamification Projects With Design Thinking Resources • • Gartner • • Markets and Markets • IDEO • • SAP • • • • @dmeusburger
  29. 29. DANIEL MEUSBURGER Feedback, questions, discussions are greatly appreciated Twitter: @dmeusburger Email: Blog: Original Article: 1 DESIGN THINKING FOR GAMIFICATION