Gamification - designing around user behavior and adding meaningful layers
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Sogeti Inspiration Daty - Västerås 18th of October 2016 Presenting the Basics of Gamification for Process industry Clients
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Gamification - designing around user behavior and adding meaningful layers
- 1. Sogeti Inspiration Day - 18 okt - 2016 Susanne Timsjö, SICS & Jan Bidner, Sogeti Designing around USER BEHAVIOR Gami fica tion #sidvasteras @janbidner
- 2. VERKSAMHET TEKNIK HYPE BEST PRACTICE 2009 2016 GAMIFI CATION USER XPERIENCE #sidvasteras @janbidner
- 3. GAMIFICATION – GAME DESIGN THINKING ”Applying GAME DESIGN ELEMENTS in context’s that are not games To GET THINGS DONE & SOLVE REAL WORLD PROBLEMS. By MOTIVATING and ENGAGING users” 2 1 3 #sidvasteras @janbidner
- 5. We YOU! Hydration Dryness Progress Full distance Checkpoints Time Child condition level Bad Good Critical #sidvasteras @janbidner
- 7. WHAT DRIVES US? #sidvasteras @janbidner
- 8. Meaning & Purpose Creativity/ Feedback Status/ Social pressure Avoiding death/ regression/ getting stuck Challenges/ accomplishments/ goals Collecting/ owning/ treasures/ rewards Exclusiveness/ Scarcity Change/ Curiousity @janbidner
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Editor's Notes
- How many of you have some gamification in your pocket’s? Raise your hand all of you who think you might have some gamification in your pocket. It is everywhere today. In our phones, clocks, televisions, toothbrushes and some have scales with gamification to tease them not to get too fat. IT’s EVERYWHERE TODAY To: Engage bank customers air travelers, Drive business, Crowdsourcing Campaigns On social media. To train, learn and sleep better. We use it on the intranet, and in our customer service desks, to motivate sales people and to drive innovation and knowledge sharing. Simply: To get things done.
- Hype was 6-7 years ago - today -BEST-PRACTICE. Design of user services – and user experience (UX) Most systems use some form of gamification. You could say that gamification IS UX / user experience design. But adding the game design thinking. So what is Gamification really?
- Definition: Design elements, dynamics and mechanics (ie rules for interaction) from GAMES in contexts that are NOT game to Get things done and to solve real problems. TO Motivate and engage users. Yes, but How? - are you going about it? How do you know what that engages and motivates users ?! EVEYRONE ARE ENGAGED BY DIFFERENT THINGS? Good thinking! Hold that thought for a while.
- You could say that gamification is about adding meaningful layers to reality. Layers that are meaningful to me. In that context I am. To assure that the context makes sense. The purpose of gamification is: long-term changes in behavior or simply encouraging and consolidating them.
- An example: Imagine that you are in the middle of a desert. Without landmarks or any company. Everything is just sand, sand, sand. You lack communication opportunities, compass and water. Scorching hot. You are prepared to give up. In this situation: What motivates you to keep moving forward? The fundamental driving force here - we may well agree on - is survival. Boring momentum if it's just it. Too many internal systems uses only that driving force. If I give up - I'll die. Now If we think that we - within certain reasonable limits - could redesign this situation according to our needs. What would we start with? What would make the situation more engaging? What would give additional impetus, and motivate us to continue moving forward in a little more enjoyable way. - Parasols may be the first ... - Signs (goals / progress) - how far it is still home, an oasis with water, a little bit how far I've gone, targets, feedback - the ability to make STRATEGIER- some form of MAP ( find oases, taxes, resources and various landmarks) // a map or a GPS with things excellent Ballroom (push / support / inspire / drag) // People who can tease, cheer, inspire, or simply in the worst case to lug with you. Camel (transport, power) A higher goal / mission - meaning // You have with you insulin syringes to a group of diabetic children Notice that I did not add leaderboards, points or marks here. I could have done it. But it all depends on what the purpose of it is. What do you measure in this context? Dehydration and energy perhaps? Completed distance and the distance left to the finish. Time of day. It's all about momentum and to find feedback that feels relevant and engaging for context and that motivates us in our goal: to get through the desert. Perhaps an indicator of how those diabetic children feel.
- We need to rethink how we go about designing services and business systems today. How we design around the current user context as engaging as game DESIGNERS? We must ensure tha the users are not only [1] ABLE but also [2] desire to use our IT support? And how do we do that? There is some common ground if you want to design around the users. A lot of it [3] DATA. Collect data about their use. About our behaviors. How do we give the RIGHT kind of feedback in the current context? So tha we can actually jack into the current behaviors. What are the desired actions? And how well does our business objectives align with our user’s goals? What are the possible traits / choices for the user? What strategies can the user have? What are the rules? What is permissible and desirable behavior.
- Basic knowledge of human motivations and how we can exploit them is central. When we design around the behavior. It involves EXTERNAL motivators for triggering behaviors and to create ENGAGEMENT. If we manage to create engagement around an activity that the user ultimately experience as rewarding: better health, increased productivity, greater knowledge or simply better WIFI so landing it in the inner motivation and long-term commitment and it's the heart of the matter and the purpose of gamification.
- So the drivers are we talking about? To create an engaging structure for your feedback, we need to balance those incentives dynamically. And we have to decide what rules are. And we have to try it on the users. Balancing the gameplay to create an interesting dynamic is crucial to any gamification design.
- We are all driven by different things. But everyone is driven by something. In the project we did against Stora Enso*, we observed some of the player types (based on Andrzej Marczewski User Types Hexad) and what things the control room operators in the shift teams were motivated by. The result was proof to Ryan/Deci’s thesis about Self determination and their Pillars of Intrinsic motivations. We always need to design around the core activity. And adding layers and support to meaningful activities. We are not adding fun and games like distractions – but feedback layers to solve real problems. It is mainly about supporting and improving the interaction design of a user experience. If the core activity is somewhat incomprehensible, broken, even poor and lacks intrinsic value. It is very hard to fix that.
- If the main activity is incomprehensible, broken, even poor and lacks intrinsic value. If one does not believe in and see value in the activity as such - it will NOT be improved by some extrinsic gamification brixtars or the best interaction design in the world to help in the long run. Perhaps you may think it's fun in the short term. But not in the long term.
- If the users do not feel rewarded by the experience itself you will inevitably lose interest as soon as the external motivators have lost their charm and their novelty. Therefore: In the end it is all about good design - whether it includes gamification or not – getting it right is about walking a mile IN YOUR END USER'S SHOES. And finding the game in their path. GETTING THE GAME CONTEXT OF REALITY.
- Allt det som behövs för inre motivation med andra ord.