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Introduction to Game Thinking (Fluxible 2018)

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Game thinking is a problem-solving process that uses strategies from game design and gamification to help drive the design of user experiences in digital or non-digital applications. Incorporating game thinking into the UX process can 1) foster users’ intrinsic and extrinsic motivations to engage with a product or system, and 2) engage users in a learning and mastery process, in which they develop the abilities needed to accomplish their goals throughout their user journey.

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Introduction to Game Thinking (Fluxible 2018)

  1. 1. Intro to Game Thinking Lennart Nacke, PhD, Chief Cheerleader MotiviUX,Inc.andUniversityof Waterloo #flUXible2018 @acagamic motiviux.com
  2. 2. Who am I? Gameful Designer, User Researcher, Associate Professor • Co-Founder of MotiviUX, Inc. • Director of the HCI Games Group at the University of Waterloo’s Games Institute • Associate Professor at the University of Waterloo www.motiviux.com
  3. 3. What is Gamification? An approach to systems design that uses game design elements to solve motivation and engagement problems. 15
  4. 4. Three Different Approaches to GameThinking 17 On today’s menu, we will discuss game thinking as 1.A thought model 2.A user journey 3.A design process
  5. 5. ThoughtModel Game Thinking as a Thought Model 18
  6. 6. GameThinking as aThought Model “The use of games and game-like approaches to solve problems and create better experiences.” – Andrzej Marczewski Game Thinking as an Umbrella Term • Playful/Gameful design • Serious games • Gamification • Simulation • Play/Games/Toys 19 Andrzej Marczewski. 2016. https://www.gamified.uk/gamification-framework/differences-between-gamification-and-games/
  7. 7. GameThinking as an UmbrellaTerm Andrzej Marczewski. 2016. https://www.gamified.uk/gamification-framework/differences-between-gamification-and-games/
  8. 8. Game-inspired/Playful Design Inspired by games but without game elements 21
  9. 9. Serious Games 22 Games for non-entertainment purposes like teaching, promoting a meaningful message, or creating real- world outcomes
  10. 10. Gamification Intrinsic and extrinsic motivation with game elements 23
  11. 11. Simulation 24 A virtual representation of a real-world system (often for training purposes) without gameplay elements
  12. 12. Play/Games/Toys Playing is free-form, games have goals and rules, toys are the objects of play 25
  13. 13. UserJourney Game Thinking as a User Journey 26
  14. 14. Design for Skill-Building Your users needs and goals change over time. Know their journey and design with the journey in mind. 27Players Journey By Amy Jo Kim, see http://amyjokim.com/blog/2014/04/08/the-players-journey/ Your users learn your systems as a visitor first, then a newcomer, a regular, and finally they become experts or enthusiasts. Build a core learning loop first as a simple version of the regular user experience you are creating.
  15. 15. Stage 1: Discovery 28 This stage is for visitors or people who have not yet used your service or product, here you show your value proposition. What do most important early customers need to learn during Discovery? Amy Jo Kim. Game Thinking Explained. https://medium.com/@amyjokim/game-thinking-explained-fa6da3e8debb
  16. 16. Stage 2: Onboarding 29 This stage is for newcomers, who are using the product or service but need to learn and get value out of it quickly. What are the most important skills to develop / things to learn during Onboarding? Amy Jo Kim. Game Thinking Explained. https://medium.com/@amyjokim/game-thinking-explained-fa6da3e8debb
  17. 17. Stage 3: Habit- building 30 This is the hook or core loop in your application that the user keeps coming back to: a pleasurable, repeatable activity. What repeatable, pleasurable activity will pull people back for Habit-building? Amy Jo Kim. Game Thinking Explained. https://medium.com/@amyjokim/game-thinking-explained-fa6da3e8debb
  18. 18. FOCUS POINT:The Learning Loop How to create habit-building experiences • Cues and triggers • Internal, Situational, External, Engaged • What’s the internal trigger/urge/need that drives someone to seek out my product? • Repeatable pleasurable activity • Triggered by emotion • Internal urge or need • In games, we call this a core mechanic (a rule in action) • Skill-building feedback • Provide feedback and help players improve • Feedback loops to help people get better at core activity • Progress and investment • Show a progress and investment path • Allow users to customize, build, collect 31
  19. 19. Stage 4: Mastery 32 In games, this is the late/elder game; only your best customers experience this, building full customization and community. What powers, access, roles, or privileges can they earn/unlock for achieving Mastery? Amy Jo Kim. Game Thinking Explained. https://medium.com/@amyjokim/game-thinking-explained-fa6da3e8debb
  20. 20. A GameThinking Roadmap for Products and Services In your design process, focus on your learning loop first, then create onboarding, then discovery, last mastery. 33 Amy Jo Kim. Game Thinking. https://gamethinking.io/
  21. 21. DesignProcess Game Thinking as a Design Process 34
  22. 22. Motivational Design and Behaviour Change Persuasive Design Motivational Design Gamification
  23. 23. Motivational Design and Behaviour Change Capability Motivation Opportunity Behaviour Thanks to Sebastian Deterding for the examples.
  24. 24. Motivational Design Process 1. Define target audience & behavior • Who has to change what behavior when, where, and how? 2. Understand target behaviours • Identify hurdles & enablers 3. Identify fitting theoretical mediators and behaviour change techniques 4. Define metrics for success 37http://codingconduct.cc/The-MAO-Model-Research-for-Behavior-Change
  25. 25. Behaviour chain example Example: How can I eat healthier food? EAT HEALTHY FOOD Thanks to Sebastian Deterding for the examples.
  26. 26. Behaviour chain example Example: How can I eat healthier food? EAT HEALTHY FOOD AVOID MINDLESS SNACKING Thanks to Sebastian Deterding for the examples.
  27. 27. Behaviour chain example Example: How can I eat healthier food? EAT HEALTHY FOOD AVOID MINDLESS SNACKING COOK HEALTHY FOOD Thanks to Sebastian Deterding for the examples.
  28. 28. Behaviour chain example Example: How can I eat healthier food? EAT HEALTHY FOOD AVOID MINDLESS SNACKING COOK HEALTHY FOOD SHOP HEALTHY FOOD Thanks to Sebastian Deterding for the examples.
  29. 29. Behaviour chain example Example: How can I eat healthier food? EAT HEALTHY FOOD AVOID MINDLESS SNACKING COOK HEALTHY FOOD SHOP HEALTHY FOOD PLAN HEALTHY MEALS Thanks to Sebastian Deterding for the examples.
  30. 30. How might we address… 43 Put hurdles/enablers here Put fitting design lens/category here Put desired change here (, using ) to achieve ? Thanks to Sebastian Deterding for the examples.
  31. 31. How might we address… 44 AVOID MINDLESS SNACKING Put fitting design lens/category here EAT HEALTHY FOOD (, using ) to achieve ? http://www.funkydesignspaces.com/plex/
  32. 32. How might we address… 45 AVOID MINDLESS SNACKING Put fitting design lens/category here EAT HEALTHY FOOD (, using ) to achieve ? http://getmentalnotes.com/
  33. 33. 46 Gamification Elements https://www.gamified.uk/user-types/gamification-mechanics-elements https://www.gamified.uk/2017/04/03/periodic-table-gamification-elements/
  34. 34. Examples of Game Mechanics 47https://www.gamified.uk/user-types/gamification-mechanics-elements
  35. 35. Examples of Game Mechanics 48https://www.gamified.uk/user-types/gamification-mechanics-elements
  36. 36. SUMMARY OF GAMETHINKING Get in touch with us for gameful design made personal and to find out about our services at: http://motiviux.com/ 49 1.A thought model • Game thinking can be used as an umbrella term for all the different areas of working with games • Game thinking includes gamification 2.A user journey • Game thinking guides how your user experiences your product at different stages • You have to focus on creating a repeatable, pleasurable activity in your learning loop that is core to your system, product, or service 3.A design process • You have to understand the hurdles or enablers of behaviour change to build successful gameful user experiences
  37. 37. ThankYou Lennart Nacke lennart@motiviux.com www.motiviux.com Slides at: https://www.slideshare.net/acagamic

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