The document discusses how gamification can be used for onboarding initiatives at Udemy. It describes Udemy's onboarding program that uses gamification principles and an augmented reality scavenger hunt game called Udemy GO. The summary evaluates the program as successful in engaging employees and increasing knowledge about the company based on survey results. It also notes some lessons learned around ensuring the technology works and balancing different player motivations.

1. Shelley Osborne, Head of L&D at Udemy
The Modern
L&D Toolkit:
Where Does
Gamification Fit In?

2. Gamification Defined
Behavior Change
Onboarding Initiatives
Our Achievements
Our Learnings

3. Edmonton, B.EdEdmonton, B.Ed
Sturgeon County, Teacher
Calgary M.Ed
San Francisco VP L&D
Udemy Head of L&D
Shelley’s Journey

4. has a branding
problem

5. gam·i·fi·ca·tion
ˌɡāmifəˈkāSHən noun
The use of game mechanics and experience
design to engage and motivate people to
change a behavior or achieve a goal.

6. GAMIFICATION
GAMES
L&D

7. Gamification is really
just persuasion

8. bedrooms workspaces
living room
childrens
kitchen
exit
entrance

9. Gamification is really
just persuasion
+ behavior change

12. Persuasion is not about
tricking people, it’s
about helping them go
where they want to go.
“
”

13. Persuasive
Gamification
1. Fogg B=mat Behavior Model
2. Octalysis (8 Core Drives)
3. Bartle’s Player Types

14. Behavior
Motivation Ability Trigger
Source: Fogg Behavior Model

15. Source: Fogg Behavior Model

16. Source: Actionable Gamification, Yu-Kai Chou
Octalysis: 8
Core Drives
Meaning
Accomplishment
Empowerment
Ownership
Unpredictablity
Scarcity
Avoidance
Social

17. Source: Actionable Gamification, Yu-Kai Chou
Octalysis “White Hat”
“Black Hat”

18. Bartle’s Taxonomy of Player Types
Killers
Defined by:
A focus on winning, rank, and
direct peer-to-peer competition
Engaged by:
Leaderboards, Ranks
Socialites
Defined by:
A focus on socializing and a drive
to develop a network of friends and
contacts.
Engaged by:
Newsfeeds, Friends Lists, Chat
Achiever
Defined by:
A focus on attaining status and achieving
preset goals quickly and/or completely.
Engaged by:
Achievements
Explorers
Defined by:
A focus on exploring and a
drive to discover the unknown.
Engaged by:
Obfuscated Achievements
Source: “Hearts, Clubs, Diamonds, Spades: Players Who suit MUDs," Richard Bartle

19. Persuasive Gamification
and onboarding initiatives

20. 79% of employees see room
for improvement in their
organizations' onboarding
process.
Employees who received
effective onboarding around
company culture were 12 times
as likely to feel committed to
their organizations
50% of employees
with a friend at work
feel a strong connection
to the company
Source: Gallup’s State of the American Workplace Report 2017

21. Learning Objectives:
Engage employees with our mission
Share knowledge about Udemy with employees
Create opportunities to bond

22. Udemy Onboarding

23. Welcome to
Udemy!

25. Motivation Ability Trigger
Octalysis: 8
Core Drives
Meaning
Accomplishment
Empowerment
Ownership
Unpredictability
Scarcity
Avoidance
Social

26. Motivation: Meaning
Onboarding InitiativesMotivation Ability Trigger

27. Onboarding InitiativesOnboarding InitiativesMotivation Ability Trigger
Motivation: Development

28. Choose your
own adventure
Onboarding InitiativesOnboarding InitiativesMotivation Ability Trigger
Motivation: Empowerment

29. Onboarding InitiativesOnboarding InitiativesMotivation Ability Trigger
Motivation: Social

30. Onboarding InitiativesOnboarding InitiativesMotivation Ability Trigger
Motivation: Social

31. Onboarding InitiativesOnboarding InitiativesMotivation Ability Trigger
Ability:
Set expectations with
managers.
Early in the employee lifecycle.

32. Day 1 Day 28 Day 60
Onboarding InitiativesOnboarding InitiativesMotivation Ability Trigger
Triggers: Drip Campaign Emails

33. Udemy GO!

35. Udemy G0
is an Augmented Reality
Scavenger Hunt
Hunt and collect Welcome
Balloons by completing
activities, learning about the
company, and answering
questions.

36. Perceived Barriers to AR
Cost Time

39. Questions
(MC, Free Text)
Leaderboards
360 video
or photo tours
Selfies
Polls and
Surveys

40. Motivation Ability Trigger
Octalysis: 8
Core Drives
Meaning
Accomplishment
Empowerment
Ownership
Unpredictability
Scarcity
Avoidance
Social

41. Our SuccessOnboarding InitiativesMotivation Ability Trigger
Motivation: Meaning

42. Our SuccessOnboarding InitiativesMotivation Ability Trigger
Motivation: Meaning

43. Motivation: Development
Our SuccessOnboarding InitiativesMotivation Ability Trigger
Rank Name Score
1 Mo’ 6
2 Semi-Charmed 5
3 UFO 3
4 NeverStopLearning 3
5 Udemaniacs 3
6 Phonebooth 3
7 Durulova 2
8 BeAbles 1
UdemyGO Leaderboard
Team Point Rankings

44. Our SuccessOnboarding InitiativesMotivation Ability Trigger
Motivation: Ownership

45. Our SuccessOnboarding InitiativesMotivation Ability Trigger
Motivation: Social

46. Our SuccessOnboarding InitiativesMotivation Ability Trigger
Motivation: Scarcity

47. Our SuccessOur SuccessOnboarding InitiativesMotivation Ability Trigger
Motivation: Unpredictability

48. Onboarding InitiativesOnboarding InitiativesMotivation Ability Trigger
Ability:
Quarterly Cadence
Tech Accessibility
Game Difficulty

49. Onboarding InitiativesOnboarding InitiativesMotivation Ability Trigger
Triggers:
Gotta catch
‘em all

50. What we achieved

51. Learning Objectives:
Engage employees with our mission
Share knowledge about Udemy with employees
Create opportunities to bond

52. Welcome to Udemy

53. Welcome to Udemy
4.8 Course rating
73% have completed >91% of
course, first two weeks of
starting
89% said it was helpful to them to get
started
NPS: 44

54. Udemy GO
New employees reported a 4.6/5 on
an increase of company knowledge
in the response survey
NPS is 54
Connections

55. Leadership and
management!
Spanish!
Ambidextrous!
Sourdough
bread baking!
Python!
13 Countries

56. What we learned

57. Socialites vs. Killers
Evergreen can only ever be so green
Test the technology, test again

58. Gamification is really
just persuasion
+ behavior change

59. Audrey Hydie

60. Thank you!
Questions?
linkedin.com/in/shelley-osborne/