May 03, 2016 Gamifying Elements for Soundscape Citizen Science: Increasing User Contributions Through Design and Gamification at SYMPOSIUM: RESEARCHING OPEN INNOVATION IN THE DIGITAL AGE

1. IncreasingUserContributionsThroughDesignandGamification
GamifyingElementsforSoundscape
CitizenScience
May 03, 2016
Matt Harris
mjharris@purdue.edu
Purdue University
Center for Global Soundscapes
Research in Open Innovation

2. M.S. Purdue University Spring 2016
Ecological Science and Engineering, Interdisciplinary Graduate Program
Soundscape Ecology / Environmental Informatics
B.S. Purdue University 2013
Earth and Atmospheric Sciences and Civil Engineering
Minor in Environmental Engineering
Certificate in Entrepreneurship and Innovation
Living Building Challenge Design Team 2012
Purdue Energy Forum Public Relations Chairman 2012
Team Leader of Boiler Green Initiative Team 2011
Restaurant Owner/Manager 2008
Purdue Judo Team Instructor 2007
Web and Android Developer
Data Visualization and Analytics Tools
Field Photographer and Videographer
Business Marketing and Design Consulting
Introduction
PREVIOUS:
CURRENT:
ACTIVITIES:
Mongolia June 2015
facebook.com/mattharris
linkedin.com/in/mjharris2407
flickr.com/photos/mjharris
mjharris@purdue.edu

3. time
frequency
Werecordsoundto
studytheenvironment
SOUNDSCAPE ECOLOGY

4. Citizen DataCollection Citizen DataClassification
CitizenScience:CrowdsourcingDataCollectionandClassification
Cornell
Berkley
Purdue
Oxford
Princeton
McGill

5. WhyCitizenScience?
“Agenciesareencouragedtouseapproachestofoster
innovationsuchasGrandChallenges,incentiveprizes,
citizenscience,andcollaborationwithmembersofthe
MakerMovement.”

6. Source: Sauermann and Franzoni, Crowd science user contribution patterns and their implications, PNAS 2015 112 (3) 679-684; doi:10.1073/pnas.1408907112
ProblemsInCitizenScienceCommunities
1. Smallgroupsofusersmakethe
majorityof contributions.
ShareofUsersbyGroup ShareofContributionsbyGroup

7. Source: Record the Earth archival data
ProblemsInCitizenScienceCommunities
2. Themajoritymakeonlyone
contributionthenquit.
1520
329
126
71
34
20
15
7
11
5
6
3
R² = 0.9871
1
10
100
1000
1 2 3 4 5 6 7 8 9 10 11 12
Users
Uploads
13
12+
UsersvsNumberof Uploads

8. UsersvsNumberof Uploads1520
329
126
71
34
20
15
7
11
5
6
3
R² = 0.9871
1
10
100
1000
1 2 3 4 5 6 7 8 9 10 11 12
Users
Uploads
Source: Record the Earth archival data
ProblemsInCitizenScienceCommunities
Opportunities:
Significantunder-utilizedpotential
Shiftingthebaseline

9. Source: Record the Earth archival data
ProblemsInCitizenScienceCommunities
• Becausemostusersonlycontributeonetime
• Tags quickly converge towards the most common elements in the
environment
• Moredifficult,butperhapsmoreinterestingthingsarelost
DataDiversity

10. 1. Keepusersengagedlonger
IncreaseUploadsPerUser
IncreaseNumberofDaysParticipated
2. Increasediversityofcontributions
Morecategories/kindsofsoundscapesbeingtagged
PracticalMotivation

11. 1. ResearchonCitizenScienceislacking
2. ResearchonGamificationislacking
3. Potentialcontributionsin:
AspirationLevel
InformationSystemsDesign
TheoreticalMotivation

12. 1. MotivationalArcFramework
2. ExpectancyTheory
3. SocialExchangeTheory
4. AspirationLevel
5. Self-determinationTheory
TowardsaTheoryofEnhancedParticipation

13. Crowstonand Fagnot’s‘MotivationalArc’ Framework
Amodelforindividualmotivationunderlyingcontributionbehaviorin
massivevirtualcollaborationacrosslevelsofparticipation.
Threeconditionsforhelping:
1. Awarenessofaproblem
2. Motivationtorespond: socialobligation/responsibilityvsself
perceivedabilitytorespond
3. Benefitsofhelpingmustoutweighthecosts
Buildingfromliteratureonhelpingbehavior.

14. Crowstonand Fagnot’s‘MotivationalArc’ Framework
ThreePropositionsforInitialContribution:
1.Theeasieritistocontributetoaproject,themorelikelytocontribute.
2.Themoreavailabletimesomeonehas,themorelikelytocontribute.
3.Themorecurioussomeoneis,themorelikelytocontribute.
ThreePropositionsforSustainedContribution:
1. Themoresomeoneexpectstobenefitfromtheprojectasawhole,themorelikelytocontinuetocontribute
2. Thegreatertheskillvarietyofavailabletasks,themorelikelyacontributoristobecomeasustainedcontributor.
3. Themoretaskfeedbacksomeonereceives,themorelikelytobecomeasustainedcontributor.
*BuildingfromliteratureonHackmanandOldham’sworkdesignmodel

15. Contribution
Ease of Use
Goals
Feedback
Intrinsic
Motivation
Extrinsic
Motivation
Fun/Enjoyment
Intervention Effect Outcome
2c
1a
1b
2b
2c
2a1a
H1a: Simplified design will increase contributions per user
H1b: Simplified design will increase perception of fun/enjoyable
H2a: Gamified design will increase contributions per user
H2b: Gamified design will contribute more diverse data
H2c: Gamified design will increase perception of fun/enjoyable

16. Recordthe Earth Version 1.0 –Original Design
Recordthe Earth Version 2.0 –SimplifiedDesign
MinInteractions:16
Submission:Manual
Lotsoftext
Noconfirmation,
Novisualfeedback
MinInteractions: 5
Submission:Automatic
Reducedtext,addsymbols
Successconfirmation
Visualfeedback
UsabilityMetrics

17. WhatisGamification?
1. Introducing playtowork
2. Gameelementscanbeusedtoenhanceintrinsicorextrinsicmotivation
3. Mostcommonlyimplementedarepoints,levelsandleaderboards
Game Elements
Achievements
Story /Theme
Leaderboards
Goal Setting
Challenges
Feedback
Progress
Rewards
Levels
Points
Using elements of game design in non-game
contexts to enhance motivation.

18. Contribution
Ease of Use
Goals
Feedback
Intrinsic
Motivation
Extrinsic
Motivation
Fun/Enjoyment
Intervention Effect Outcome
2c
1a
1b
2b
2c
2a1a
H1a: Simplified design will increase contributions per user
H1b: Simplified design will increase perception of fun/enjoyable
H2a: Gamified design will increase contributions per user
H2b: Gamified design will contribute more diverse data
H2c: Gamified design will increase perception of fun/enjoyable

19. Recordthe Earth Version 2.1 –SimplifiedDesign +Goal Setting
+
1. Set goals for users to create a contribution target
2. Give feedback on task progress and completion

20. Group A
Group B
Group C
RtE v1.0
RtE v2.0
RtE v2.1
Post-survey
iOS
User
Android
User
Online
Signup
Pre-Survey
Recruiting Group Assignment Experiment Conclusion
ExperimentalDesign Model

21. Original
n = 2177
x̄ = 1.8
sd = 3.4
Simplified
n = 63
x̄ = 2.3
sd = 3.1
*This initial data shows support for H1a
Source: Record the Earth archival data
Preliminary Results

22. Preliminary Results
Comparison of means shows decrease in the number of tags per recording
Possible: The step by step process in the original design forces people to select more tags.
Alternative: Aggregate count is inappropriate analysis for diversity of soundscape across app types.

23. Challenges
• AccesstooriginalsourcecodeforiOSappisrestricted
pendingPurdueOTCapproval
• Recruitingstudentsvsgeneralpublic
• ExperimentalIRBpendingapproval

24. FutureWork
• Currentscopeislimitedtointrinsicmotivations
• Futureworkcanbedoneinsociability,networkeffects,
competitivegamificationelements
• Adaptingabovetothewebsite

25. Questions?
May 3, 2016
Matt Harris
Purdue University
Research in Open Innovation
facebook.com/mattharris
linkedin.com/in/mjharris2407
flickr.com/photos/mjharris
mjharris@purdue.edu