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Workshop:Actionable Gamification For: eBay By: Yu-kai Chou

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Guild Leader:Yu-kai Chou

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Early Pioneer of Gamification with 10 Years ofExperienceCo-Founder of RewardMe and many othergamification companies; Partner at Spark SolutionsRegular Speaker/Lecturer at Stanford University,Google, Conferences,VC GatheringsGamification Consultant/Advisor for Startups andFortune 500sStarted career as a passionate eBay Seller

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Games?

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Games? Entertainment Software Association (2012)

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Games? Average Gamer: 35 Years Old 68% Gamers Over 18 Year Old 47% Gamers are WomenMore Adult Women than Under 18 Male Entertainment Software Association (2012) Source: Entertainment Software Association (2012)

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What is Gamification?Game Elements Non-Game (Boring) Context

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The MagicKids nowadays have bad work ethics? No Discipline?

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The MagicWaking up behind parents’ back 3AM in themorning to level up = AMAZING work ethics

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The Magic In Role-Playing Games (RPG), Leveling up ofteninvolves killing the same monsters in the same stage over and over again for hours or weeks

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The MagicGamers call this “grinding.” It’s Fun & Addicting.

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The MagicIn the real world, this is called Grunt Work. It’s Boring & Torturous.

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The MagicIf games can get kids to voluntarily do hours of secret grunt work, it can get anyone to do anything.

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The Magic(IF well designed)

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“Human-Focused Design”• As opposed to “Function Focused Design”• System that is designed to optimize for the motivations and feelings of the human inside• ...instead of assuming the people within are robots that will complete the task vs

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Example: FoldIt

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Example: FoldIt15 Year AIDS Problem solved in 10 Days

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Example: Opower

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Example: OpowerOver 1 Terawatt ($120M) of energy savings

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Example: Autodesk

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Example: Autodesk Increase Trial Usage by 40% and Conversions by 15%

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Global MovementGartner predicts 70% of Fortune 500 will use Gamification by 2014

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Except...Gartner also predicts 80% of the gamified apps will fail due to bad design

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The CauseAgencies and individuals claim to be experts at whatever is the new “Buzzword”

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The CauseEveryone focuses on PBLs (Points, Badges & Leaderboards) Points Leaderboards Badges

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The CauseSimilar to “Social Media Marketing” 3 years ago

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The CauseSimilar to “Social Media Marketing” 3 years ago Real SMM is not simply creating a Twitter Profile and Facebook Page

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The CauseBeginning with “game mechanics” instead of the Core Drives

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Bad Game DesignerWe need swords...where can they go? Oh yes, monsters. Ofcourse! We need cows! And friends that can fertilize crops! + + + = ????

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Bad Game DesignerWe need swords...where can they go? Oh yes, monsters. Ofcourse! We need cows! And friends that can fertilize crops! + + + = ????A game can have all the right “gameelements” but still be stupid/boring.

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Bad Game Designer We need swords...where can they go? Oh yes, monsters. Of course! We need cows! And friends that can fertilize crops! + + + = ????In fact, ALL games have “game elements” but most games suck and are losers.

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Bad Game Designer We need swords...where can they go? Oh yes, monsters. Of course! We need cows! And friends that can fertilize crops! + + + = ????Only a few well-designed games achieve the status of Winning & Addicting

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Good Game DesignerHow do I want my users to FEEL? Inspired? Proud? Scared?

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Good Game DesignerHow do I want my users to FEEL? Inspired? Proud? Scared?

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Good Game DesignerHow do I want my users to FEEL? Inspired? Proud? Scared? Hmm, Okay. What game elements do I need in order to accomplish that goal? ? ? ? ?

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Good Game DesignerHow do I want my users to FEEL? Inspired? Proud? Scared?Game Elements are a means to an end, not an end in itself

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Good Gamification does not start with Game Elements butstarts off with our Core Drives

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-Narrative -Beginners Luck -Milestone Unlock -Points -Elitism -Free Lunch -General’s Carrot -Badges -Humanity Hero -Chosen One -Real-Time Control -Fixed Action Rewards -Chain Combos -Leaderboard -Instant feedback -Progress Bar -Boosters -Quest Lists -Blank Fills -Win Prize -Step-by-Step Tutorial -High-Five -Crowning Meaning -LevelUp Symphony -Aura Effect -Juicy Feedback -Boss Fights Accomplishment Empowerment -Friend Invites -Social Treasure/Gifting Break Time-Virtual Goods -Envy Octalysis-Build from Scratch -Group Quest-Collection Set -Touting-Dangling Ownership Social-Earned Lunch Pressure -Bragging-Learning Curve -Must Marketing-Protection -Thank-You Economy-Recruitment -Mentorship-Monitoring -Social Prod-Avatar Scarcity Unpredictability -Glowing Choice -Appointment Dynamics Avoidance -MiniQuest -Fixed Intervals -Visual Storytelling -Prize Pacing -Easter Eggs -Options Pacing -Random Rewards -Patient Feedback -Sudden Tips -Count Down -Rolling Rewards -Throttles -Grounded -Mischief -Sunk-Cost Tragedy -Scarlet Letter -Moats -Sudden Rewards -Lost Progress -Visual Grave -Suspense -Guilting -Weep Tune

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Is Gamification for eBay? ?Game Elements

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eBay is already a Top eCommerce Gamification Case Study

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“eBay is addicting!”

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Tons of “strategy guides” to play the game

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And people trying to game the system

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eBay is ingrained with GREATgamification activities at its core. Why neglect that for UI/UX?

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The question is not “if” Gamification IF

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The question is not “if” Gamification IF HOWThe question is “how.”

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-Narrative -Beginners Luck -Milestone Unlock -Points -Elitism -Free Lunch -General’s Carrot -Badges -Humanity Hero -Chosen One -Real-Time Control -Fixed Action Rewards -Chain Combos -Leaderboard -Instant feedback -Progress Bar -Boosters -Quest Lists -Blank Fills -Win Prize -Step-by-Step Tutorial -High-Five -Crowning Meaning -LevelUp Symphony -Aura Effect -Juicy Feedback -Boss Fights Accomplishment Empowerment -Friend Invites -Social Treasure/Gifting-Virtual Goods -Envy Octalysis-Build from Scratch -Group Quest-Collection Set -Touting-Dangling Ownership Social-Earned Lunch Pressure -Bragging-Learning Curve -Must Marketing-Protection -Thank-You Economy-Recruitment -Mentorship-Monitoring -Social Prod-Avatar Scarcity Unpredictability -Glowing Choice -Appointment Dynamics Avoidance -MiniQuest -Fixed Intervals -Visual Storytelling -Prize Pacing -Easter Eggs -Options Pacing -Random Rewards -Patient Feedback -Sudden Tips -Count Down -Rolling Rewards -Throttles -Grounded -Mischief -Sunk-Cost Tragedy -Scarlet Letter -Moats -Sudden Rewards -Lost Progress -Visual Grave -Suspense -Guilting -Weep Tune

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MeaningLeft Accomplishment Empowerment RightBrain Brain Octalysis Ownership Social Pressure Scarcity Unpredictability Avoidance

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White Hat Gamification Meaning Accomplishment Empowerment Octalysis Ownership Social Pressure Scarcity Unpredictability Avoidance Black Hat Gamification

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-Elitism -Staying in touch with friends -Stalking -Sharing whatever you want-Completed Profile-More friends -TONS of Facebook games-Increased likes and comments -Instant feedback of friends “liking”-Aura Effect Meaning Accomplishment Empowerment Social Ownership Pressure GScore: 448 -Friend Invites -Conformity-Build from Scratch -Social Prod-Photos/Profiles -Social Treasure-Friends Scarcity Unpredictability Group Quests-Memories -Touting-Protection -Envy-Recruitment-Earned lunch-Monitoring Avoidance -Inner Circles -Glowing Choice Note: (Early -MiniQuests Facebook has -Refreshing Content HIGH scarcity -Suspense score with certain universities only) -Scarlet Letter -Sunk Cost Tragedy

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-Farm getting Bigger & Better -No higher meaning besides being a farmer -Difficult badges for sorts of crops -Reward Loops -Allows the ability to “paint” with your farm Meaning Accomplishment Empowerment -Leaderboard -Group Farming -Free Social Gifts-Ownership of Farm -Neighbors-Virtual Goods Octalysis Ownership Octalysis Score: 414 Social Pressure Scarcity Unpredictability Avoidance -Waiting for what’s next in the game-Appointment Dynamics-Milestone Unlock-Real-money Only Crops -Avoid plants withering-Free Social Gifts -Avoid losing opportunities-Season-based Gifts -Avoid Sunk-Cost Tragedy

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-Leveling Up -Saving the world of “Sanctuary” -Plot line -Diablo II Legacy -4 Difficulties -Help others -Skills -Gear -Massive Skill Combinations -Different challenges each stage Meaning Accomplishment Empowerment -Multiplayer Game-Characters -Friend gear and hours Octalysis-Items -Mentoring-Auction House Social Ownership Pressure Octaylsis Score: 284 Scarcity Unpredictability Avoidance -Storyline -Item Drops -Randomized Maps -Randomized Elites -Item Drops -Repetitive Plot -Skill Sets -Item Durability -Bottleneck -Avoid Sunk-Cost Tragedy

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-Follower Gain -Retweets -Character Limit -Responses -Microblogging Wave -Witty/valuable content -Unique Information Meaning -Friends on Twitter Accomplishment Empowerment -Followers -Responses -Companionship -Thank You Economy-Followers Ownership Social-Information Pressure Octalysis Score: 267 Scarcity Unpredictability Avoidance -Interesting Tweets -Surprising content -Fail Whale -Will someone respond? -Character Limit -Quick news -Follower Count -Friend Loss

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-Narrative -Beginners Luck -Milestone Unlock -Points -Elitism -Free Lunch -General’s Carrot -Badges -Humanity Hero -Chosen One -Real-Time Control -Fixed Action Rewards -Chain Combos -Leaderboard -Instant feedback -Progress Bar -Boosters -Quest Lists -Blank Fills -Win Prize -Step-by-Step Tutorial -High-Five -Crowning Meaning -LevelUp Symphony -Aura Effect -Juicy Feedback -Boss Fights Accomplishment Empowerment -Friend Invites -Social Treasure/Gifting-Virtual Goods -Envy Octalysis-Build from Scratch -Group Quest-Collection Set -Touting-Dangling Ownership Social-Earned Lunch Pressure -Bragging-Learning Curve -Must Marketing-Protection -Thank-You Economy-Recruitment -Mentorship-Monitoring -Social Prod-Avatar Scarcity Unpredictability -Glowing Choice -Appointment Dynamics Avoidance -MiniQuest -Fixed Intervals -Visual Storytelling -Prize Pacing -Easter Eggs -Options Pacing -Random Rewards -Patient Feedback -Sudden Tips -Count Down -Rolling Rewards -Throttles -Grounded -Mischief -Sunk-Cost Tragedy -Scarlet Letter -Moats -Sudden Rewards -Lost Progress -Visual Grave -Suspense -Guilting -Weep Tune

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1) Epic Meaning & Calling Part of something bigger than yourself

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2) Development & Accomplishment Feeling Progress and Achievement !!

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3) Expression of Creativity & Feedback The creator inside of us

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4) Ownership & Possession The more you have, the more you want

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5) Social Pressure Acceptance and Envy

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6) Scarcity & Impatience The Grass On The Other Side !!

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7) Unpredictability & Curiosity What kills the cat

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8) Loss & AvoidanceThe threat is stronger than the execution

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-Narrative -Beginners Luck -Milestone Unlock -Points -Elitism -Free Lunch -General’s Carrot -Badges -Humanity Hero -Chosen One -Real-Time Control -Fixed Action Rewards -Chain Combos -Leaderboard -Instant feedback -Progress Bar -Boosters -Quest Lists -Blank Fills -Win Prize -Step-by-Step Tutorial -High-Five -Crowning Meaning -LevelUp Symphony -Aura Effect -Juicy Feedback -Boss Fights Accomplishment Empowerment -Friend Invites -Social Treasure/Gifting-Virtual Goods -Envy Octalysis-Build from Scratch -Group Quest-Collection Set -Touting-Dangling Ownership Social-Earned Lunch Pressure -Bragging-Learning Curve -Must Marketing-Protection -Thank-You Economy-Recruitment -Mentorship-Monitoring -Social Prod-Avatar Scarcity Unpredictability -Glowing Choice -Appointment Dynamics Avoidance -MiniQuest -Fixed Intervals -Visual Storytelling -Prize Pacing -Easter Eggs -Options Pacing -Random Rewards -Patient Feedback -Sudden Tips -Count Down -Rolling Rewards -Throttles -Grounded -Mischief -Sunk-Cost Tragedy -Scarlet Letter -Moats -Sudden Rewards -Lost Progress -Visual Grave -Suspense -Guilting -Weep Tune

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-Finished a listing -Feedback Score -None (becoming an entrepreneur?) -Power Seller -eTRS -Sold! -Allows people to decide how they want to Meaning list to maximize profits Accomplishment Empowerment -Sellers forum/ Social Ownership community Pressure-Seller’s profile eTRSCustomized selling-Building a business empire Scarcity Unpredictability Avoidance -Pay to play -How many bids -Final sell price -Losing money -Negative Feedback

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4 Experience Phases of a GameTreat a product as 4 different products

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Phase 1: DiscoveryWhy would the user use my service to begin with?

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Phase II: OnboardingHow do users learn the basic tools to play the game?

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Phase III: ScaffoldingHow to make the journey fun?

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Phase IV: EndgameHow to keep the veterans motivated?

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Level 2 Octalysis Design for All 4 PhasesDiscovery Onboarding Scaffolding Endgame

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Level 2 Octalysis Design for All 4 Phases Break TimeDiscovery Onboarding Scaffolding Endgame

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Gamification for eBay1. Define: Business Metrics - Game Objective2.Define: Users - Players3.Define: Desired Actions - Win-State4.Define: Metrics - Stats5.Define: Incentives - Carrots

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Phase I: DiscoveryDiscuss how people currently discoverthe dashboard and WHY?Discuss how you can make that moreinteractive utilizing the 8 Core Drives

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Phase II: OnboardingDiscuss how people currently learnhow to use the dashboard and WHY?Discuss how you can make that moreinteractive utilizing the 8 Core Drives

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Phase III: Scaffolding Discuss why people currently would continue to sell on eBay. Discuss how you can make that more interactive utilizing the 8 Core Drives

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Phase IV: EndgameDiscuss why powersellers continue tosellDiscuss how you can make that moreinteractive utilizing the 8 Core Drives

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Level 2 Octalysis Design for All 4 PhasesDiscovery Onboarding Scaffolding Endgame

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Level 2 Octalysis Design for All 4 PhasesDiscovery Onboarding Scaffolding Endgame

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Beyond Level 2- the Long Journey of Gamification

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Killers SocializersExplorersAchievers Discovery Onboarding Scaffolding Endgame

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KillersSocializersExplorersAchievers Discovery Onboarding Scaffolding Endgame

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Thank You. Truly.@yukaichou Yukai@SolutionsBySpark.com