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Copyright © 2014 Badgeville. All rights reserved
G-Summit Workshop
June 16, 2014
STEVE SIMS
Chief Design Officer & Founder...
Copyright © 2014 Badgeville. All rights reserved
REQUIREMENTS DESIGN VERIFICATIONIMPLEMENTATION OPTIMIZATION
Developing a ...
Copyright © 2014 Badgeville. All rights reserved
PART I:
Psychology of
Gamification (in 45 min)
Copyright © 2014 Badgeville. All rights reserved
Rewards and Threats:
People are Always Running Towards Pleasure or Away F...
Copyright © 2014 Badgeville. All rights reserved
Gamification Derby
Horses Take Your Mark….
Copyright © 2014 Badgeville. All rights reserved
Things You Have Just Seen/Experienced
• Rewards and Threats (Positive and...
Copyright © 2014 Badgeville. All rights reserved
PART II:
You’ve Launched Your
Program. Now What?
Copyright © 2014 Badgeville. All rights reserved
Your Program is Live
Congratulations!!!
Using all your new found understa...
Copyright © 2014 Badgeville. All rights reserved
Now What?
• How do you know your program is working?
• Who is it working ...
Copyright © 2014 Badgeville. All rights reserved
Wave
Methodology
Copyright © 2014 Badgeville. All rights reserved
The Problem with Gamification
TYPICAL
IMPLEMENTATION
TYPICAL
‘SUCCESSFUL’...
Copyright © 2014 Badgeville. All rights reserved
Why ‘Typical’ Fails
What do most gamification programs leave out?
Most ga...
Copyright © 2014 Badgeville. All rights reserved
Case Study
The Elliptical
• A few years ago,
my wife had to have an ellip...
Copyright © 2014 Badgeville. All rights reserved
Novelty Doesn’t Sustain
Why do users lose interest?
Engagement, Motivatio...
Copyright © 2014 Badgeville. All rights reserved
Understanding Users…
…means understanding situations
You need to understa...
Copyright © 2014 Badgeville. All rights reserved
Program
Not a project
Building a program with user motivation in mind is ...
Copyright © 2014 Badgeville. All rights reserved
GOOD GARDENING
The things you need
To maintain a garden, you need:
• A wi...
Copyright © 2014 Badgeville. All rights reserved
Wave Method
WAVE
IMPLEMENTATION
Active users over time
Sustained engageme...
Copyright © 2014 Badgeville. All rights reserved
ANALYZE
ITERATE
EXPAND
COMPONENTS OF WAVE
Copyright © 2014 Badgeville. All rights reserved
What Do I Analyze?
• What do I use to Analyze my program ?
• What Areas D...
Copyright © 2014 Badgeville. All rights reserved
Analyze
Program Analysis looks at the data created by users’ interaction ...
Copyright © 2014 Badgeville. All rights reserved
What Can I Iterate (Fix/Tune)?
Find Up to 5 things
Write Your Answers Dow...
Copyright © 2014 Badgeville. All rights reserved
Iterate
Iterating on a program involves tuning and tweaking the values of...
Copyright © 2014 Badgeville. All rights reserved
How Can I Expand My Program?
Find Up to 3 things
Write Your Answers Down ...
Copyright © 2014 Badgeville. All rights reserved
Expand: Extension
The first phase of expansion is program extension. Exte...
Copyright © 2014 Badgeville. All rights reserved
Expand: Promotion
Time sensitive content with an expected expiration. Typ...
Copyright © 2014 Badgeville. All rights reserved
Expand: New Features/Functionality
Introduction of new features or new ve...
Copyright © 2014 Badgeville. All rights reserved
Questions?
Copyright © 2014 Badgeville. All rights reserved
Thank You
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GSummit SF 2014 - Hands-on Lab: Designing Impactful Gamification Programs by Steve Sims @stevebadge

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GSummit SF 2014 - Hands-on Lab: Designing Impactful Gamification Programs by Steve Sims @stevebadge

  1. 1. Copyright © 2014 Badgeville. All rights reserved G-Summit Workshop June 16, 2014 STEVE SIMS Chief Design Officer & Founder of The Behavior Lab
  2. 2. Copyright © 2014 Badgeville. All rights reserved REQUIREMENTS DESIGN VERIFICATIONIMPLEMENTATION OPTIMIZATION Developing a Gamification Program: The Gamification Lifecycle • Requirements - Gather Business Requirements • Design - Design the Program • Implement - Build the Program (Code and Art) • Verification - Test the Program • Optimize – Make it the Best it Can Be The main focus of this workshop is to understand the concepts behind Gamification/Behavior Management as well as how to optimize your programs over time
  3. 3. Copyright © 2014 Badgeville. All rights reserved PART I: Psychology of Gamification (in 45 min)
  4. 4. Copyright © 2014 Badgeville. All rights reserved Rewards and Threats: People are Always Running Towards Pleasure or Away From Pain Gamification is mostly about the pleasure part So lets have a little fun…
  5. 5. Copyright © 2014 Badgeville. All rights reserved Gamification Derby Horses Take Your Mark….
  6. 6. Copyright © 2014 Badgeville. All rights reserved Things You Have Just Seen/Experienced • Rewards and Threats (Positive and Negative) • 1’s and 2’s • Power of Narrative • Self Representation • 4 S’s (High Level Discussion of Intrinsic and Extrinsic Behavior) • 4 Billy Goats of Behavior
  7. 7. Copyright © 2014 Badgeville. All rights reserved PART II: You’ve Launched Your Program. Now What?
  8. 8. Copyright © 2014 Badgeville. All rights reserved Your Program is Live Congratulations!!! Using all your new found understanding of psychology and incredible design prowess, you have unleashed the greatest gamified/behavior management experience ever upon the world. So…
  9. 9. Copyright © 2014 Badgeville. All rights reserved Now What? • How do you know your program is working? • Who is it working for? • How do you strengthen the pieces that are working? • How do you fix the pieces that are not ? • How do you make sure the program is not dead in 3 months? One Answer: Use the Wave Methodology
  10. 10. Copyright © 2014 Badgeville. All rights reserved Wave Methodology
  11. 11. Copyright © 2014 Badgeville. All rights reserved The Problem with Gamification TYPICAL IMPLEMENTATION TYPICAL ‘SUCCESSFUL’ IMPLEMENTATION Wave Implementation ACTIVE USERS OVER TIME SUSTAINED ENGAGEMENT ‘novelty’ spike
  12. 12. Copyright © 2014 Badgeville. All rights reserved Why ‘Typical’ Fails What do most gamification programs leave out? Most gamification programs fail to take into account user psychology. Employees and customers are people: Their behavior is both complex and predictable
  13. 13. Copyright © 2014 Badgeville. All rights reserved Case Study The Elliptical • A few years ago, my wife had to have an elliptical. • Upon arrival the elliptical was a huge success. • NOW IT JUST TAKES UP SPACE.
  14. 14. Copyright © 2014 Badgeville. All rights reserved Novelty Doesn’t Sustain Why do users lose interest? Engagement, Motivation and Interest are complex topics. Novelty can satisfy all three, but doesn’t last. For long term results, you need to: • Understand your users • Grow the program as they grow
  15. 15. Copyright © 2014 Badgeville. All rights reserved Understanding Users… …means understanding situations You need to understand the company, users and the systems they operate (as they are all interrelated) • User Community - Communities are constantly in flux • Companies - Companies evolve due to seasonal cycles, priorities, business goals and process change • Individuals - Employees and customers want to grow both personally and professionally.
  16. 16. Copyright © 2014 Badgeville. All rights reserved Program Not a project Building a program with user motivation in mind is a strong foundation, but it’s only the beginning. A gamified program is like a garden: • It needs lots of water and sunlight • It takes ongoing attention to flourish
  17. 17. Copyright © 2014 Badgeville. All rights reserved GOOD GARDENING The things you need To maintain a garden, you need: • A window (to be able to see your results) • A gardener (someone to fertilize and plant flowers) To maintain a gamification program, you need: • Analytics (to be able to see your results) • A program manager (someone to create content and expand the program)
  18. 18. Copyright © 2014 Badgeville. All rights reserved Wave Method WAVE IMPLEMENTATION Active users over time Sustained engagement The wave method involves a ‘gardener’ monitoring the program and making changes at key moments, to reinvigorate the user base KEY MOMENTS But what kind of changes?
  19. 19. Copyright © 2014 Badgeville. All rights reserved ANALYZE ITERATE EXPAND COMPONENTS OF WAVE
  20. 20. Copyright © 2014 Badgeville. All rights reserved What Do I Analyze? • What do I use to Analyze my program ? • What Areas Do I Analyze ? (There are 3 areas.. ) • What Can the Analysis tell me ? (bonus points here). Write Your Answers Down Now…..
  21. 21. Copyright © 2014 Badgeville. All rights reserved Analyze Program Analysis looks at the data created by users’ interaction with the environment and draws conclusions where possible AREAS FOR ANALYSIS INCLUDE: USER BASE • Health (growing or shrinking) • Active Users • Visit Frequency ? Daily, Weekly, Monthly ENGAGEMENT • How much activity are users doing ? • What activities are the doing the most/least ? • How are they progressing ? RETENTION • How are new users retained in the experience? • Sophisticated toolset to recognize users and elevate their status
  22. 22. Copyright © 2014 Badgeville. All rights reserved What Can I Iterate (Fix/Tune)? Find Up to 5 things Write Your Answers Down Now…..
  23. 23. Copyright © 2014 Badgeville. All rights reserved Iterate Iterating on a program involves tuning and tweaking the values of existing content, with the goal of smooth ‘success curves’ THIS INCLUDES: • Achievement milestones • Level thresholds • Messaging and Interface • Relative points amounts • Reward quality (effort to payout ratios)
  24. 24. Copyright © 2014 Badgeville. All rights reserved How Can I Expand My Program? Find Up to 3 things Write Your Answers Down Now…..
  25. 25. Copyright © 2014 Badgeville. All rights reserved Expand: Extension The first phase of expansion is program extension. Extending a program means to add additional content to the existing features THIS INCLUDES: • Extending the highest ranks of levels or status systems • Refresh of tasks in repeating task systems • Additional content to collections, sets or challenges
  26. 26. Copyright © 2014 Badgeville. All rights reserved Expand: Promotion Time sensitive content with an expected expiration. Typically highly promoted THIS INCLUDES: • Contests • Challenges • Themed content • Sponsored tie-ins
  27. 27. Copyright © 2014 Badgeville. All rights reserved Expand: New Features/Functionality Introduction of new features or new venues across the enterprise. THIS INCLUDES: • Status systems • Affinity systems • Karma systems • Contests • Social mechanics • Change management • Performance management • Quantified Self • Loyalty rewards • Team challenges • Learning management
  28. 28. Copyright © 2014 Badgeville. All rights reserved Questions?
  29. 29. Copyright © 2014 Badgeville. All rights reserved Thank You

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