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Betty Adamou Research Innovation 2016

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What if we reversed Pokemon Go? Let’s say we took all the outcomes and behaviours that Pokemon Go generates (like actually leaving the house, discovering new areas, and working collaboratively), but have those outcomes as starting points in a design process? We’d end up with a ‘gamified’ platform; interactive media that moulds your behaviour through design, to do what it wants you to do. Using the ‘reverse’ design mindset for curating desired behaviours with the finish line in mind, Betty shows how this process can help us to better encourage relevant participant emotions, interactions and other behaviours that would be desirable to gain untapped insights, participant engagement and participant loyalty.

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Betty Adamou Research Innovation 2016

  1. 1. Reversing Pokémon Go: Designing from the start with the finish line in mind Research Innova<on - Be#y Adamou, Research Through Gaming, 2016 Be#y Adamou CEO, Founder & Chief ResearchGame™ at Research Through Gaming Reversing Pokémon Go: Designing from the start with the finish line in mind 7 December 2016
  2. 2. Reversing Pokémon Go: Designing from the start with the finish line in mind Research Innova<on - Be#y Adamou, Research Through Gaming, 2016
  3. 3. Reversing Pokémon Go: Designing from the start with the finish line in mind Research Innova<on - Be#y Adamou, Research Through Gaming, 2016 From being massively popular
  4. 4. Reversing Pokémon Go: Designing from the start with the finish line in mind Research Innova<on - Be#y Adamou, Research Through Gaming, 2016 To losing a quarter of its user base
  5. 5. Reversing Pokémon Go: Designing from the start with the finish line in mind Research Innova<on - Be#y Adamou, Research Through Gaming, 2016
  6. 6. Reversing Pokémon Go: Designing from the start with the finish line in mind Research Innova<on - Be#y Adamou, Research Through Gaming, 2016 What went wrong?
  7. 7. Reversing Pokémon Go: Designing from the start with the finish line in mind Research Innova<on - Be#y Adamou, Research Through Gaming, 2016
  8. 8. Reversing Pokémon Go: Designing from the start with the finish line in mind Research Innova<on - Be#y Adamou, Research Through Gaming, 2016 “Eventually the novelty wore off.” “…the mechanics aren’t really deep enough to keep me invested in the game.” “If you live in the countryside there’s just nothing to do.” “You can’t really play casually” “It’s just too much effort.” “…major drain on my phone’s ba9ery, and you can’t run it in the background, so to find Pokémon or hatch eggs you have to keep the app open.” “The app allows people with too much Wme and money to blitz everybody else…” “We’re finding the same Pokémon and there’s nothing different. It’s boring and repeWWve and they’re not changing it enough.”
  9. 9. Reversing Pokémon Go: Designing from the start with the finish line in mind Research Innova<on - Be#y Adamou, Research Through Gaming, 2016 -Game was unfair (players with more Wme & money ‘beat’ other players with less Wme and money) -Game should have considered geography of players more (added to feelings of despondency and unfairness) -Game didn’t have enough bonus features (lead to boredom - novelty wearing off and repeWWon) -Lifestyle could have been considered more (Wme and effort) -Technology could have been considered more (drain on ba#ery life)
  10. 10. Reversing Pokémon Go: Designing from the start with the finish line in mind Research Innova<on - Be#y Adamou, Research Through Gaming, 2016 Be#er design can solve these problems by having the finish line in mind. “As Wme goes on and the levels go up you have to collect more points, and it seems to be going on forever” Researchers: Let’s learn from where Pokémon Go went wrong
  11. 11. Reversing Pokémon Go: Designing from the start with the finish line in mind Research Innova<on - Be#y Adamou, Research Through Gaming, 2016 •  Accessibility •  Limitations •  Strengths •  Experience •  Behaviour •  Emotion
  12. 12. Reversing Pokémon Go: Designing from the start with the finish line in mind Research Innova<on - Be#y Adamou, Research Through Gaming, 2016 GAME Behaviours OUTCOMES GAMES Fig 1
  13. 13. Reversing Pokémon Go: Designing from the start with the finish line in mind Research Innova<on - Be#y Adamou, Research Through Gaming, 2016 GAME Behaviours People work in teams, or alone, actually leaving the house. Need to collect things. OUTCOMES Fig 2 GAMES Pokémon Go example •  People are exercising, •  collaborating, •  Experiencing new places, •  ‘Questing’ and feeling adventure outdoors
  14. 14. Reversing Pokémon Go: Designing from the start with the finish line in mind Research Innova<on - Be#y Adamou, Research Through Gaming, 2016 GAME Behaviours OUTCOMES OUTCOMES Behaviours GAMIFICATION Fig 3 GAMES VS GAMIFICATION design process
  15. 15. Reversing Pokémon Go: Designing from the start with the finish line in mind Research Innova<on - Be#y Adamou, Research Through Gaming, 2016 OUTCOMES Behaviours GAMIFIED PLATFORM GAMIFICATION People are exercising, collaborating, Experiencing new places, ‘questing’ and feeling adventure outdoors People work in teams, or alone and leave the house. Need to collect things. Probably something like Pokémon Go Fig 4
  16. 16. Reversing Pokémon Go: Designing from the start with the finish line in mind Research Innova<on - Be#y Adamou, Research Through Gaming, 2016
  17. 17. Reversing Pokémon Go: Designing from the start with the finish line in mind Research Innova<on - Be#y Adamou, Research Through Gaming, 2016
  18. 18. Reversing Pokémon Go: Designing from the start with the finish line in mind Research Innova<on - Be#y Adamou, Research Through Gaming, 2016 •  Their age •  The language(s) they speak •  Their regions •  Colour blindness? A.U.E. Audience Understanding & Empathy
  19. 19. Reversing Pokémon Go: Designing from the start with the finish line in mind Research Innova<on - Be#y Adamou, Research Through Gaming, 2016 •  Their age - reading/writing abilities - could impact font style/font size •  The language(s) they speak - cultural sensitivity, use of colloquialisms and common phrases - could impact writing style and tone •  Their regions - could impact ability to even access the internet - could impact the resolution of graphics you use/quantity of images you decide to use •  Colour blindness - cannot see certain colours alone or in combination to the ‘true’ colour - impacts design choices on images used and overall colour palette. 8% of your audience WILL BE colour blind!
  20. 20. Reversing Pokémon Go: Designing from the start with the finish line in mind Research Innova<on - Be#y Adamou, Research Through Gaming, 2016 •  What magazines do they read, if any? •  What newspapers do they read, if any? •  What TV shows or films do they watch? •  What books do they read? •  What are their hobbies and interests? •  What kind of jobs do they have? •  What kind of lifestyles do they lead? •  What music do they listen to?
  21. 21. Reversing Pokémon Go: Designing from the start with the finish line in mind Research Innova<on - Be#y Adamou, Research Through Gaming, 2016 OUTCOMES Behaviours SURVEY MARKET RESEARCH Designing in this ‘reverse’ fashion can help us to better encourage relevant participant emotions, interactions and other behaviours that would be desirable to gain untapped insights, participant engagement and participant loyalty.
  22. 22. Reversing Pokémon Go: Designing from the start with the finish line in mind Research Innova<on - Be#y Adamou, Research Through Gaming, 2016 Your Photo Designing from the start with the finish line in mind
  23. 23. Reversing Pokémon Go: Designing from the start with the finish line in mind Research Innova<on - Be#y Adamou, Research Through Gaming, 2016 Thank You! Twi#er: @Be#yAdamou @RTG_Ltd www.researchthroughgaming.com be#y.adamou@researchthroughgaming.com
  24. 24. Reversing Pokémon Go: Designing from the start with the finish line in mind Research Innova<on - Be#y Adamou, Research Through Gaming, 2016 Q & A Ray Poynter The Future Place Be#y Adamou Research Through Gaming

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