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Designing with Gamification: Tips for Creating Fun & Engaging User Experiences

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Designing with Gamification: Tips for Creating Fun & Engaging User Experiences

  1. 1. Designing with Gamification Tips for creating fun and engaging experiences
  2. 2. Jeff Steffgen Director of Product at mLevel (game-based e-learning platform) Understanding Gamification
  3. 3. • Chicago-based SaaS start-up • Focused on game-based enterprise eLearning • No-code game development, unique content generation, instant deployment • Multi-platform, 
 using Unity3D • Web-based
 admin site
 for simple
  4. 4. Level 1 Understand Gamification Level 2 Know the Audience Level 3 Think like a Game Designer Level 4 Planning for Gamification End-goal Apply Gamification into your own user experiences after completing all 5 ranks Your Mission…
  5. 5. Understanding Gamification Level 1 Start your Gamification training by learning the basics…
  6. 6. Meaningful Play Use of game mechanics applied in a non-gaming context Understanding Gamification
  7. 7. Goals • Sticky, viral and engaging • Make mundane tasks fun • Drive specific user behaviors Understanding Gamification
  8. 8. Example: Hot Lava Game
  9. 9. Example: Kids Star Chart
  10. 10. Example: Rewards Programs
  11. 11. Example: Urinal Fly Sticker
  12. 12. Game ≠ Play Understanding Gamification
  13. 13. Play Unstructured, flexible & freeform. Driven by imagination. Understanding Gamification fun$
  14. 14. Understanding Gamification WIN$Game Structured, rigid, stimulating & focused. Driven by rules.
  15. 15. Understanding Gamification Work already has rules… Defining a win condition is all that is needed to make it a game.
  16. 16. Congrats! You’ve successfully completed Level 1 Level Up!
  17. 17. Continue your Gamification training by gathering intelligence about your target audience… Know the Audience Level 2
  18. 18. Killers Winning, rank & direct peer- to-peer competition Engaged by: 
 Leaderboards & Rankings Achievers Attaining status & quickly completing pre-set goals Engaged by: 
 Achievements & ToDo’s Socializers Socializing & developing a friends/contacts network Engaged by: Newsfeeds, Friend Lists, Chat Explorers Exploring and discovering
 the unknown Engaged by: 
 Achieving their own goals Know the Audience Bartle’s Player Types
  19. 19. Know the Audience Player Type Actions Acting Interacting GameSpace Players Killers' Achievers) Socializers+ Explorers)
  20. 20. Know the Audience Things Guys Like in Games Mastery Doesn’t need meaning, just challenge Competition Love to prove we are the best Destruction We like destroying things — a lot! Spatial Puzzles Especially puzzles navigating 3D spaces Trial and Error Men hate reading instructions!
  21. 21. Know the Audience Things Girls Like in Games Emotion Exploring richness of human emotion Real World Prefer games that connect meaningfully Nurturing Relationships & healing others (vs. winning) Dialog & Verbal Puzzles Love books & cross-word puzzles Learning by Example Appreciate tutorials that lead step-by-step
  22. 22. Know the Audience Age Demographics Games with 
 parental guidance Age of reason Read, make decisions & solve problems Age of obsession 
 Brain growth & passion Boys: Competition & mastery Girls: Real-world issues & communications Firmly establish tastes 
 for entertainment & games Casual gamers due to families; hardcore gamers are very influential Casual gamers due to career and families; seek family play Empty nesters with lots 
 of time to play games; 
 enjoy social components 4"6$ 7"9$ 10#13% 13#18% 18#24& 25#35% 36#50& 50+$
  23. 23. Level 2 completed! Finish 1 more level to see gamification examples… Level Up!
  24. 24. Think Like a Game Designer Level 3 Learn about game theory to create successful gamification
  25. 25. Know the Audience Flow Theory Anxiety! Boredom! Flow% Channel% Low! High! Challenges! Low! High!Skills!
  26. 26. Basic Elements of Game Design Think Like a Game Designer Aesthe&cs! Technology! Mechanics! Story! Story Linear or branching Mechanics Procedures and rules Aesthetics How it looks, sounds & feels Technology High tech, materials or interactions
  27. 27. Think Like a Game Designer Game Mechanics • The Game Space • Objects, Attributes & States • Actions • Rules • Skills • Chance & Surprise
  28. 28. Think Like a Game Designer The Game Space Defines spaces that can exist in a game and how those places are related to one another
  29. 29. Think Like a Game Designer Objects, Attributes & States Objects are anything that can be seen or manipulated in
 the game space (characters, tokens, props, etc) Pac$Man' Power' Pellet' Inky' Pellets'
  30. 30. Pac$Man' Moves& Is&Yellow& Eats&Objects& Can&Die& Power' Pellet' Strategically&Placed& White,&Round&&&Large& Enables&PowerCUp& ' Inky' Moves& Is&Blue& Kills&PacCMan& Can&Go&to&Cage& ' Pellets' StaIc&PosiIon,&Fills&the&Maze& White,&Round&&&Small& Is&Worth&Points& ' Think Like a Game Designer Objects, Attributes & States Objects have Attributes such as the current position in the 
 game space, or other categories of information
  31. 31. Think Like a Game Designer Objects, Attributes & States Each Attribute’s current State can be static or dynamic, as shown in the classic Pac-Man example above
  32. 32. Think Like a Game Designer Actions (Operative) Operative Actions are base actions that a player 
 can take in the game space (think VERBS) Climb&Up& Duck/Climb&Down/" Enter&Warp&Tube& Move& Le:& Move& Right& Jump/" Swim&Up& Dash/Throw&
  33. 33. Think Like a Game Designer Actions (Resultant) Resultant Actions are strategic actions that use operative
 actions (or a combination of them) to achieve a goal Jump%+% % Land%on%a% mushroom% % =%Kills%it% Jump%+% % Hit%brick% % =%Coins% Jump%+% % Hit%?%Box% % =%Power%up% Jump%+% % Land%on%Yoshi% % =%Ride%
  34. 34. Think Like a Game Designer Rules Defines the space, objects, consequences & constraints of actions, and the overall goals of the game Concrete  &  Understandable Achievable  Goal Rewarding  &  Fun
  35. 35. Think Like a Game Designer Skills Needed Define various types of skills (both real & virtual) within the game needed to engage your audience Physical)) •  Strength( •  Dexterity( •  Coordina1on( •  Physical( Endurance(! Mental) •  Memory( •  Observa1on( •  Puzzles( •  Problem( Solving! Social) •  Reading( Opponents( •  Teamwork( •  Leadership( •  Banter(
  36. 36. Think Like a Game Designer Chance & Luck Consider interactions with other mechanics to create uncertainty & surprise
  37. 37. Excellent work, you’ve finished Level 3! Level Up!
  38. 38. Planning for Gamification Level 4 Examples of applying gamification into your business
  39. 39. Business Needs How can we apply these theories 
 and mechanics into business products, processes & services? Planning for Gamification
  40. 40. Step 1:
 Define Users & Goal Planning for Gamification
  41. 41. Know your Audience • What are their needs? • Employees v. Customers • What’s the primary playing style? • What metrics do they care about? • Achievement v. Enjoyment • Structure v. Freedom • Self interest v. Social interest Planning for Gamification
  42. 42. Define your Goal • Drive specific user behaviors • Create brand loyalty • Re-engineer a daily process to make it more efficient & engaging • Inject fun into mundane tasks • Create competition Planning for Gamification
  43. 43. Step 2:
 Use Mechanics that Work Planning for Gamification
  44. 44. 3 types of gamification worth pursuing in a business context: Validation Completion Prizes & Rewards Planning for Gamification
  45. 45. Planning for Gamification Validation A strong driver of long-term, quality engagement that forms communities and allows users to share & express
  46. 46. Planning for Gamification Completion Guide user progression and persuade useful contributions to enhance the experience for themselves and others
  47. 47. Planning for Gamification Prizes & Rewards Reward users with upgraded status, exclusive access, additional power (decision/budget) and money, gifts or trips
  48. 48. Tips for Success • Provide a reason to play and ways to 
 feel progression/ accomplishment • Make sure players understand the goal and why they should play • Let players set their own goals, or suggest goals to motivate mastery • Use global goals to inspire collaboration and teamwork Planning for Gamification
  49. 49. Step 3:
 Analyze the Data Planning for Gamification
  50. 50. Metrics are important… • Performance & player behavior • Set goals & have tools in place to gauge your progress • Pinpoint where users drop out and where they have the most fun • Use this data to optimize the experience — play test & iterate! Planning for Gamification
  51. 51. Level 4 completed. Let’s see how mLevel uses gamification elements… Almost Finished!
  52. 52. mLevel Examples Missions
  53. 53. mLevel Examples Unlocking & Progression
  54. 54. mLevel Examples Use of Time & Levels
  55. 55. mLevel Examples Freedom of Choice
  56. 56. mLevel Examples Use of PLB
  57. 57. mLevel Examples Challenges & Social
  58. 58. mLevel Examples Guides & Tutorials
  59. 59. mLevel Examples Feedback & Stats
  60. 60. Questions email twitter @_jeffgen_