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Ws innovation in action 2013 cgi and scania gamification presentation slideshare

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This is the slide set we used for the Workshop in Innovation in Action yearly symphosium. We aimed for engaging people and to make them feel how it is to gamify a process. We did explore challenging innovative ideas around the future of bikes, bike 3.0!

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Ws innovation in action 2013 cgi and scania gamification presentation slideshare

  1. 1. Workshop – Gamification Innovation in Action 2013 Martin Högenberg CGI @hogenberg Gustav Widerström CGI Fredrik Thuresson CGI Keije Van Hoorick Scania © CGI Group Inc.
  2. 2. Today‟s Purpose “Gain better insight into Gamification – what it is and how it can be used – through learning about examples and hands-on experience from a fictional case” 2
  3. 3. Workshop structure “Life is a succession of lessons which must be lived to be understood.” ― Ralph Waldo Emerson 2,5 hours 30 min - Introduction to Gamification CGI - Scania Reference case Performance evaluation 20 min – WS 1 Golden Circle 20 min – WS 2 Business Model Canvas 30 min – WS 3 Create a Game Plan 30 min – Group presentation 20 min – Evaluate – open discussion, feedback
  4. 4. LOVE INTERESTED SHOULD FORCED 4
  5. 5. Customer case 5
  6. 6. 6 Scania and gamification, a journey.
  7. 7. 7 Solution Sales as a connection between Sales & Services Customer Sales Services
  8. 8. 8 Added value Sales Leads & insights Client Reason to buy Services Dare to try, manage the risk
  9. 9. 9 Change needed! From Marketgetting To marketgiving
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  16. 16. Customer case: Together with Zeeno CGI helped Scania change driving habits of drivers permanently Saving 10% of fuel (fuel consumption accounts for 40% of heavy goods vehicle operation costs) 16
  17. 17. Workshop structure 2,5 hours 30 min - Introduction to Gamification CGI - Scania Reference case Performance evaluation 20 min – WS 1 Golden Circle 20 min – WS 2 Business Model Canvas 30 min – WS 3 Create a Game Plan 30 min – Group presentation 20 min – Evaluate – open discussion, feedback
  18. 18. Areas Team Green Team Blue Team Orange Team Pink Team Purple Customer Engagement Energy Employee Performance Knowledge Management Product/Service Innovation 18
  19. 19. Apple as an example “Everything we do, we believe is challenging the status quo, we believe in thinking differently. The way we challenge the status quo is by making our products beautifully designed, simple to use, and user-friendly. We just happen to make great computers. Want to buy one?” challenging the status quo beautifully designed, simple to use, and user-friendly Why? How? What? Source: Sinek (2009) happen to make great computers
  20. 20. Golden circle – Rental car firm example “Offers traveling people unique services that challenges the regular experience. With a digital proposition we go green together with our clients.” No. 20
  21. 21. Workshop 1 The goal is to present a gamified concept 1. Pick one area / team 2. Read the case study - biCycle Global Innovation (CGI) 3. Finalize your Golden Circle - one / team Use Post-it to collect input from team members 15 min – WS I Golden Circle 21
  22. 22. The Golden Circle WHY “Everything we do, we believe is challenging the status quo HOW WHAT Why? SUMMARY How? What? “Everything we do, we believe is challenging the status quo __________________________________________ __________________________________________ …synthesizing a __________________________________________ common objective Source: Sinek (2009) __________________________________________ 22
  23. 23. Workshop structure 2,5 hours 30 min - Introduction to Gamification CGI - Scania Reference case Performance evaluation 20 min – WS 1 Golden Circle 20 min – WS 2 Business Model Canvas 30 min – WS 3 Create a Game Plan 30 min – Group presentation 20 min – Evaluate – open discussion, feedback
  24. 24. The framework - Business Model Canvas Value Propositions Customer Relationships Key Activities Customer Segments Key Partnerships Key Resources Channels Cost Structure Revenue Streams Source: Osterwalder et al. (2009) 24
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  27. 27. Workshop 2 Add the fun factor to your Business Model Canvas 1.Review the business model canvas A. Output from Golden circle B. Add the funfactor into Business model canvas C. Use prepared template + Add your ideas Write in handouts! 15 min – WS 2 Review Business Model canvas and add fun factor 27
  28. 28. Workshop structure 2,5 hours 30 min - Introduction to Gamification CGI - Scania Reference case Performance evaluation 20 min – WS 1 Golden Circle 20 min – WS 2 Business Model Canvas 30 min – WS 3 Create a Game Plan 30 min – Group presentation 20 min – Evaluate – open discussion, feedback
  29. 29. Bartle: 4 standard gamer profiles that determine a gamer‟s social actions ACTING Win Hack Harass Create Challenge Cheat KILLERS ACHIEVERS Taunt Show off Heckle Compare Tease PLAYERS WORLD Express Explore View Like Help SOCIALIZERS Comment Share Greet EXPLORERS Rate Vote Curate Give INTERACTING 29 Review
  30. 30. Start Describe Target Group Add from 1-5 how much your target group ar the different personalities. Use this input when selecting activitites. Explorer Achiever Killer Socializer Awards are given by your progress of collecting points. Points, add activities and achievements down below. Achievements is something accomplished _______________________ _____________________ _______________________ _____________________ _______________________ _____________________ _______________________ _____________________ _______________________ _______________________ Progress bar show how complete something are. _______________________ _______________________ ____________________ _______________________ _______________________ _______________________ Rules for the game _______________________ ____________________ _______________________ Levels reached from your activities ____________________ _______________________ ____________________ _______________________ _______________________
  31. 31. Workshop 3 The goal is to present a gamified concept of a challenge 1.Create your gameplan A. Business model canvas input A. Customer segments – target group B. Map your target groups B. Create the gameplan C. Will the game be fun 2.Prepare for a 2 min presentation 1. The most fun / innovative gameplan will be the final WINNER 31 25 min – WS 3 Create a Game Plan
  32. 32. Workshop structure 2,5 hours 30 min - Introduction to Gamification CGI - Scania Reference case Performance evalutaion 20 min – WS 1 Golden Circle 20 min – WS 2 Business Model Canvas 30 min – WS 3 Create a Game Plan 30 min – Group presentation 20 min – Evaluate – open discussion, feedback
  33. 33. Team Green Team presentation (2 min) Team Blue Team Orange Team Pink Team Purple 33 Customer Engagement Energy Employee Performance Knowledge Management Product/Service Innovation
  34. 34. Vote now! Team Green Team Blue Team Orange Team Pink Team Purple Customer Engagement Energy Employee Performance Knowledge Management Product/Service Innovation 34
  35. 35. Workshop structure 2,5 hours 30 min - Introduction to Gamification CGI - Scania Reference case Performance evalutaion 20 min – WS 1 Golden Circle 20 min – WS 2 Business Model Canvas 30 min – WS 3 Create a Game Plan 30 min – Group presentation 20 min – Evaluate – open discussion, feedback
  36. 36. How to succeed with your game mechanics • Create motivation by cooperation rather than • • • • • competition Harmonize strategy with business goals Understand the large group Adapt to the target group Adjust to your culture Make it simple 36
  37. 37. Successfull integration of gamification requires a structured design process Define business objectives • List and rank objectives • Delete „mechanics‟ (means to an end) • Justify objectives Delineate target behaviours • Concrete and specific: Visit your restaurant, exercise for 30 minutes, share information, etc. • Develop metrics for succes Identify and describe players Define activity cycles Fun factor / randomness Deploy the appropriate tools • Describe their relationship to you • What motivates them? • Segment (e.g. Bartle: Killer, Achiever, Explorer, Socializer) Motivation > Action > Feedback > Motivation > etc • Engagement loops • Progression stairs • • • • Hard fun: challenges and puzzles Easy fun: casual enjoyment Experimental fun: trying new experiences Social fun: interaction with others • Game dynamics • Game mechanics • Game components 37

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