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Game thinking & behaviour design

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Exploring the connection between behaviour design and game thinking in shaping effective business transformation strategies.

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Game thinking & behaviour design

  1. 1. Behaviour Design & Game Thinking New Frontiers for Business TransformationCreative Performance Exchange Melbourne 17 April 2012
  2. 2. Transformation by influencing behaviour Behaviour Design Solution Observable, measurable actionA B Not about cognition (thoughts, feelings, emotions)
  3. 3. What we can learn from Angry BirdsTMstory. mission. task. measure
  4. 4. What we can learn from Angry BirdsTM story mission task measurestory. mission. task. measure
  5. 5. Let’s play!
  6. 6. Why Angry Birds?700 million downloads since 200930 million active daily usersMost successful mobile app to date Compelling gameplay through persuasive design
  7. 7. Why is behaviour design important? Workplace Project & Change Engagement Management Engaged 20% Success 30% Not Committed 40% Failure 70% Disengaged 40% Towers Perrin GartnerThe current game isn’t fun or compelling anymore
  8. 8. As we change, our models (& games) need to change...Average human attention span in gameplay 2000 2012 12 minutes
  9. 9. As we change, our models need to change...Average human attention span in gameplay 2000 2012 12 minutes 5 seconds
  10. 10. Fogg Behaviour Model provides a framework X+ Ability+ Motivation+ Trigger
  11. 11. Ability: birds, slingshotMotivation: revenge on pigsTrigger: game mechanics (score, audio, visual, timing) Angry Birds Behaviour Model
  12. 12. The game layer enables the flow zone(behaviour design can’t take you there for higher order tasks) Autonomy + Competency + Relatedness = 46% higher retention Fun = 16% higher retention
  13. 13. Ability factors (simplicity is key)TimeMental effortSocialMoneyPhysical effortNon routine
  14. 14. MotivationPleasure/painHope/fearAcceptance/RejectionEpiphany** Can’t design for this!
  15. 15. Steps in behaviour design* Behaviour Design Solution Quest Starfish Trials * Modified from the original BJ Fogg Bootcamp which has 7 steps
  16. 16. 1. Select desired ‘crisp’ action, goal or behaviour Quest Starfish TrialsAbstract: Assert the pre-eminence of birdsMaybe: Build skills & capability of birds to defeat the pigsBest: Destroy the pigs’ structures by catapulting each birdGroup Exercise: design a quest for improving health
  17. 17. 2. Map different paths to achieve the quest Quest Starfish TrialsBrainstorm a set of possible sequential pathways that couldbe introduced to reach the questGroup Exercise: each person in each team to design asequential path of 3-5 ‘crisp’ steps
  18. 18. Starfish example: BJ Fogg Bootcamp March 2012 paths & options
  19. 19. 3. Don’t argue, test it! Quest Starfish TrialsPut the ideas out there fastRun trials, test & measure, then run some moreFail fast & oftenIterate along the wayMany fast trials (behaviour) beats deep thinking (cognitive)
  20. 20. In game design, this is called rapid prototypingSet up. Design. Implement. Playtest. Evaluate. Iterate. Restart (or end).
  21. 21. In science, it’s much the sameObservation. Hypothesis. Experiment. Interpret. Develop (or restart).
  22. 22. Game thinking & behaviour design combined canproduce more focussed business outcomes Assess Where You Are Game Design to Engage Autonomy + Competency + Relatedness + Fun Behaviour Design to Activate Quest Starfish Trials
  23. 23. Thank you!Marigo Raftopoulos | marigo@strategicgameslab.com | www.strategicgameslab.com

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