Designing for Successful Gamification:Meeting Business Objectives & Providing Content-Rich Experiences for Fans
GAMIFICATION = GOOD DESIGNWe Play’s Definition of Gamification: “Implementation/Observation of a playful environment using systematic rules in a non-game context.”Without all of the wordy terminology, gamification is…. “Learning from games to design a service that will engage and motivate users.”During happy hour, gamification is…. • 1/3 Design Thinking • 1/3 Empathy for User • 1/3 Game Design Gamification=100% Fun
GAMIFICATION FRAMEWORK WHAT WE DOWE ANALYSE WE BUILD WE ENGAGE WE INFLUENCE WE DELIVER WE GAMIFYOBJECTIVES INVENTORY CHECK TARGET AUDIENCE EXPERIENCES CO-CREATION WE ACHIEVE INSIGHT AWARENESS APPRECIATION ACTION ADVOCACY
OBJECTIVEGoal: Align user objectives with business objectives. • How can we use what motivates users to help us reach our business objectives?For long term objectives, place a higher emphasis on your values than yourusers, and vice versa for short term. Business Objectives User Objectives Earning Profit Spending money on things that oﬀer intrinsic value Establishing Brand Name Become an evangelist Having people master products Learn/Master a product
INVENTORY CHECK Business Market• Resources/Constraints • Current Market Status • What are the current “pain points” in • After coming up with an idea, the market? What are the complaints does it fit within the resources or what improvements can be made? we have? What is the public perception of our • Remember, gamification is for company? the long run. Be prepared to • Hot Trends invest with intentions to • What are the hot trends in the market? What are the games that succeed, not just expectations. people seem to enjoy, and what is popular with design?
TARGET AUDIENCE Weight Measure=0 Weight Measure=100 Introvert Extrovert Non-achiever Achiever Focused Explorer Follower Leader Type B Type A Risk Averse Risk Takers Pragmatist PuristTry to measure your target audience’s personalities using player profiles.Profiles are a weighted measure of selected parameters. This is useful to defineindividual fans or to bucket them into groups. See above for exampleparameters.
EXPERIENCES AND ERROR1. When thinking about the user’s journey of using your product, what is the mapping? • What is step 1? Step 2? Step 3? Was it easy to get from step 1 to final outcome?2. To create a smooth experience, we should focus on creating natural progressions from start to finish.3. Natural progression is created when users can intuitively figure out the process without any prior knowledge or mental stress. • Strong focus on UI/UX4. To avoid frustrations that users may have, place a strong focus on error handling.• When users get an error, do they feel like they made the mistake or do they feel like the error was necessary?• An error that is necessary will reassure that the user is right, reducing the risk of frustration and an unhappy experience with your product/service.
People won’t give up their money until they see value in your service.Your service needs to provide value greater than its monetary value.Essential Question: How do you provide a service that has meaningful value toyour target audience? CO-CREATION 3 Key Steps To Co-Creation:1. Personify your company.2. Give your company a voice so that you can speak to the public in a way that relates to them.3. Find ways that your objectives are similar to your users’ and put forth a product that will motivate your users intrinsically from first use.
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