+
Play as a 21st Century Business Process
Ross Smith
Microsoft
Using Game Mechanics to Improve Data Science
+in ev'ry job that must be done
There is an element of fun
You find the fun and snap!
The job's a game
And ev'ry task you ...
+games @ work have history
+
+ hunting and fishing
+ festivals
+ athletic competition
children learn through play
ancient civilization
+
industrial revolution
+
creative class
THE RISE OF THE…
+
cultural change
+
our world is changing
new workforce
global demographics
technology revolution
social connectivity
‘user’
experience
is k...
+
IMAGINE
July 22, 1964
US-USSRTrack Meet at LA
Colisueum
Teams stay in USC Residence Hall
Kim Kardashian makes $85m from
Kim Kardashian: Hollywood mobile game
+
7.2 billion humans
1804 – 1 billion
1927 – 2 billion
1960 – 3 billion
2025 – 8 billion
2050 – 9.6 billion
2081 – 10 bill...
+ the internet
87% of American adults now use the internet
99% of households earning $75,000 or more
97% of young adults
9...
+ internet of things
+
More young children know how to play a
computer game (58%) …
than swim (20%) or ride a bike (52%)
91% of kids age 2-17 a...
+ 69% of kids age 2-5 can use a mouse,
but only 11% can tie their shoelaces
+ 64% of parents believe games are a
positive part of their kid’s lives
+ mobile video
> 50% of all global growth by 2025 will come from
BRIC countries plus South Korea and Indonesia
Global Shift: Arrival of E...
+ China
1.6 gamers in China for every American
citizen
517 million
28% play more than 1 hour a day
+ 71% of US gamers play on phone
up from 4% in 2013
In a global village of 100
61 would be Asian, ~80 would have mobile,
11 would be from Europe…
and 70 would be gamers…
Glob...
+
why is big data so hyped?
“big data” was added to Merriam-Webster in 2014 edition…
an accumulation of data that is too l...
+ “bigdataUX” – user research
+ game design
+
testing
+
marketing
+
productivity games
using games to get the data you need
+where games work best
Skills-
Behaviors
Matrix
Core Work Skills
Unique Work
Skills
Expanding Work
Skills
In-Role
Behavior...
+Lync Test Games
 Build a Story
 Landmarks
 Road Signs
 Mobile Fest
+
languagequalitygame
+
Results
Significant Quality Improvements for Windows 7
Positive Impact on Ship Schedule
Team Morale and Subsidiary Engag...
Significant Quality Improvements for product
Positive Impact on Ship Schedule
Team Morale and Dogfood User Engagement
Play...
+
data science
using games to get the data you need
+
‘given enough eyeballs, all bugs are shallow’
Eric Raymond, The Cathedral and the Bazaar
+Gamified Transactions
Data Authenticity
VolumeofData
High
Low
HighLow
Gamified
Transactions
Synthetic
Transactions
“Authe...
+ data gathering methods
 Authentic
 Beta Testing
 Telemetry
 Dogfood/Crowdsource/Self Host
 Synthetic Transactions
...
+ gamified transactions (GT’s)
 use game mechanics to direct crowd activity
 carefully designed not to impact service lo...
+
types of elicited information
what can we use GT’s for?
+ scenario coverage studies
 features
 early adopters
 education / training
 user research
 marketing
 performance
...
+crowd reputation scoring
the value of
gamified transactions
hinges on our ability to
trust user’s feedback
Good
Fair
Need...
+ data science and feedback quality
 especially important when rewards are used
 use the crowd to test each others resul...
+ the opportunity GT’s bring to cloud
 gamified monitoring
 experience tuning and optimization
 scenario feedback
 per...
+
the marriage of
games and
big data
turns gaming into
a business process
+
thank you !
ross smith
rosss@microsoft.com
www.42projects.org
@42projects
/42projects
Ross Smith - Play Is a 21st Century Business Process
Ross Smith - Play Is a 21st Century Business Process
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Ross Smith - Play Is a 21st Century Business Process

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As we enter the middle of the 2nd decade of the 21st century, the habits of the Industrial Age are disappearing and the new reality of the knowledge worker is pervasive. It’s more acceptable to work from home, to join a meeting online instead of face time with the boss. The most relevant ideas come from some of the most junior people in the organization. The magic of play is the next great frontier. When we think about knowledge work, there is no time clock, there is no assembly line– the best ideas come in the shower, or while riding the ski lift. Introducing serious play in to the world of work is only natural.

As Charles E. Schaeferu said “We are never more fully alive, more completely ourselves, or more deeply engrossed in anything, than when we are at play.”

As we progress in the changing workplace demographics, from cultural diversity through generational diversity, into the influence of mobile technology, remote work, big data, and a culture of “always (partially) connected”, how can we leverage game mechanics to help better engage employees, customers, and users to help them be more productive. Could serious play be the 21st century version of notable business processes of the past?

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  • As we enter the middle of the 2nd decade of the 21st century, the habits of the Industrial Age are disappearing and the new reality of the knowledge worker is pervasive. It’s more acceptable to work from home, to join a meeting online instead of face time with the boss. The most relevant ideas come from some of the most junior people in the organization. The magic of play is the next great frontier. When we think about knowledge work, there is no time clock, there is no assembly line – the best ideas come in the shower, or while riding the ski lift. Introducing serious play in to the world of work is only natural.
    As Charles E. Schaefer  said “We are never more fully alive, more completely ourselves, or more deeply engrossed in anything, than when we are at play.”
    As we progress in the changing workplace demographics, from cultural diversity through generational diversity, into the influence of mobile technology, remote work, big data, and a culture of “always (partially) connected, how can we leverage game mechanics to help better engage employees, customers, and users to help them be more productive. Could serious play be the 21st century version of notable business processes of the past?
  • Games at work changed, if not completely eliminated.

    People labeled games as “not efficient”

    40-hour work-week,
  • You, the audience are in 1964 B&W and I am a visitor from the future – 50 years from now in 2014 and I’m going to share some stats
  • Source UN
  • Pew Research
  • Cisco
  • World Bank http://www.thejakartapost.com/news/2011/05/18/ri-may-become-one-six-major-economies.html
  • Source: EEDAR market research
  • NPD Group study
    http://kidscreen.com/2014/07/10/study-more-people-playing-video-games-on-phones/
  • http://www.bigdataux.com/2011/04/24/simtable-an-user-interface-made-of-sand/
  • Education – is a VERY good place to do games. Many serious games exist here from childrens learning games through military or civilian simulators, etc.

    But we are most excited about the OCB/Core Work Skll space – where you can get as many players as possible, and they do something outside their normal job.

  • Build a story one sentence at a time, using instant messaging feature in Lync
    Start with participants sitting in a circle
    Each person is added to meeting sequentially, and are asked to add a sentence to the story
    Each person can only see the sentence written by the previous person when they add their own sentence
    After the last person finishes, the moderator reads the story
    Instant Messaging is the “bread and butter” of Lync, and one of our product goal was that IM need to be 100% reliable
    People were reporting issues with messages not being sent – so our game helped to track down this problem
    Game made it easy to identify when message wasn’t received by one party, or when it was sent out of order
    Able to connect information to debug issues that would have been difficult to catch in real life scenario

    Additional Points:
    Games allowed us to get usability feedback on the IM feature
    Automation could only simulate narrow user configuration
    Automation does not allow for unpredictability of user interaction (Phillip from EA – All software works fine until users use it)
  • Game specific to Windows 8 tablets
    Purpose of the game is to determine the user perceived performance on various tablets.
    Goal for the players is to identify the landmark that the moderator shows and respond back with IM quickly.
    The catch is the content and the IM are on different screens and players have to be able to transition between the screens
    We can determine the actual performance programmatically – but if the perceived performance is bad, then we need to change the design to accommodate
    Each participant had a different device/tablet so we were also able to cover many form factors
    Used data to improve the responsiveness of Lync


  • Another game specific to Windows 8
    Feature call Ink – allows users to draw images and send over IM
    Made this game more educational by helping participants learn traffic sign
    Moderator calls out traffic signs and players would draw it; best drawing wins
    The game also served as a simple adhoc usability study
    For example, brush stroke was too thin for finger, and by increasing the size of brush stroke helped improve the drawing experience
    Traditionally this would have been done with a user researcher conducting a usability study with external users
    Usability studies are usually after the development team have moved on to other features – this gives us immediate feedback on a feature
    You only need so many users to try something before a feedback becomes repetitive and we had enough internal users to get this feedback
  • “elevation of privilege” and “hackers, inc.”
    tool for learning secure development techniques
    emulate a white-hat security analysis company
    imagine and identify possible security threats

    Adam Shostack
  • Say: A subset of experimentation is *controlled* experimentation, known as AB Testing
    Do
    Explain how AB Testing works
    Describe why it is controlled – how it proves causality of your observed results

    cluster analysis for user groups and scenario determination


    The unique user numbers are from a 2009 MSN experiment
    Note that these are likely not all MSN users, just those in the experiment over the experiment duration
  • This is by no means a comprehensive list.

    Descriptive analytics


    The Lync Active Monitoring Wiki site contains more examples, this slide merely highlights some of the big buckets:
    http://livecommteam/sites/main/servers/management/OCS%20Health%20Wiki/Active%20Monitoring.aspx
  • Gamified Transactions generate data based upon experimental needs rather than actual customer usage. Customers are incentivized to use the product in atypical manners in order to either stress the product, test specific functionality, or provide training in how to use certain features. Data are gathered that provide the ability to predict attributes of usage for a broader group.
  • Ross Smith - Play Is a 21st Century Business Process

    1. 1. + Play as a 21st Century Business Process Ross Smith Microsoft Using Game Mechanics to Improve Data Science
    2. 2. +in ev'ry job that must be done There is an element of fun You find the fun and snap! The job's a game And ev'ry task you undertake Becomes a piece of cake A lark! A spree! It's very clear to see - Mary Poppins
    3. 3. +games @ work have history
    4. 4. + + hunting and fishing + festivals + athletic competition children learn through play ancient civilization
    5. 5. + industrial revolution
    6. 6. + creative class THE RISE OF THE…
    7. 7. + cultural change
    8. 8. + our world is changing new workforce global demographics technology revolution social connectivity ‘user’ experience is key
    9. 9. + IMAGINE July 22, 1964 US-USSRTrack Meet at LA Colisueum Teams stay in USC Residence Hall
    10. 10. Kim Kardashian makes $85m from Kim Kardashian: Hollywood mobile game
    11. 11. + 7.2 billion humans 1804 – 1 billion 1927 – 2 billion 1960 – 3 billion 2025 – 8 billion 2050 – 9.6 billion 2081 – 10 billion Population growth rate is slowing !
    12. 12. + the internet 87% of American adults now use the internet 99% of households earning $75,000 or more 97% of young adults 97% with college degrees 68% of adults connect via mobile
    13. 13. + internet of things
    14. 14. + More young children know how to play a computer game (58%) … than swim (20%) or ride a bike (52%) 91% of kids age 2-17 are gamers
    15. 15. + 69% of kids age 2-5 can use a mouse, but only 11% can tie their shoelaces
    16. 16. + 64% of parents believe games are a positive part of their kid’s lives
    17. 17. + mobile video
    18. 18. > 50% of all global growth by 2025 will come from BRIC countries plus South Korea and Indonesia Global Shift: Arrival of Emerging Economies
    19. 19. + China 1.6 gamers in China for every American citizen 517 million 28% play more than 1 hour a day
    20. 20. + 71% of US gamers play on phone up from 4% in 2013
    21. 21. In a global village of 100 61 would be Asian, ~80 would have mobile, 11 would be from Europe… and 70 would be gamers… Global Shift: Diverse and Distributed Workforces
    22. 22. + why is big data so hyped? “big data” was added to Merriam-Webster in 2014 edition… an accumulation of data that is too large and complex for processing by traditional database management tools
    23. 23. + “bigdataUX” – user research
    24. 24. + game design
    25. 25. + testing
    26. 26. + marketing
    27. 27. + productivity games using games to get the data you need
    28. 28. +where games work best Skills- Behaviors Matrix Core Work Skills Unique Work Skills Expanding Work Skills In-Role Behaviors Organizational Citizenship Behaviors
    29. 29. +Lync Test Games  Build a Story  Landmarks  Road Signs  Mobile Fest
    30. 30. + languagequalitygame
    31. 31. + Results Significant Quality Improvements for Windows 7 Positive Impact on Ship Schedule Team Morale and Subsidiary Engagement Total Screens Reviewed: Over 500,000 Total Number of Reviewers: Over 4,500 Screens per Reviewer: Average 119
    32. 32. Significant Quality Improvements for product Positive Impact on Ship Schedule Team Morale and Dogfood User Engagement Players Over 1,000 Feedback increase > 16x Feedback received: 10,000+ Players vs. non-players 67% of players participate vs. 3% of non Results
    33. 33. + data science using games to get the data you need
    34. 34. + ‘given enough eyeballs, all bugs are shallow’ Eric Raymond, The Cathedral and the Bazaar
    35. 35. +Gamified Transactions Data Authenticity VolumeofData High Low HighLow Gamified Transactions Synthetic Transactions “Authentic” Transactions Dogfood Usage
    36. 36. + data gathering methods  Authentic  Beta Testing  Telemetry  Dogfood/Crowdsource/Self Host  Synthetic Transactions  Active Monitoring  Passive Monitoring
    37. 37. + gamified transactions (GT’s)  use game mechanics to direct crowd activity  carefully designed not to impact service load  cluster analysis for user groups and scenario determination  generate A/B comparative studies  predictive analytics  beware of the observer effect
    38. 38. + types of elicited information what can we use GT’s for?
    39. 39. + scenario coverage studies  features  early adopters  education / training  user research  marketing  performance  Monitoring  security
    40. 40. +crowd reputation scoring the value of gamified transactions hinges on our ability to trust user’s feedback Good Fair Needs work Poor Reputation Scores
    41. 41. + data science and feedback quality  especially important when rewards are used  use the crowd to test each others results!  develop a probability function for each gamer indicating the chance of a correct item of input  reputation score is the Bayesian prior for correctness calculation  reputation is categorized using percentile  provide games that train to improve reputation
    42. 42. + the opportunity GT’s bring to cloud  gamified monitoring  experience tuning and optimization  scenario feedback  performance  marketing data  crowdsourced testing
    43. 43. + the marriage of games and big data turns gaming into a business process
    44. 44. + thank you ! ross smith rosss@microsoft.com www.42projects.org @42projects /42projects

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