The document discusses using game mechanics and gamification to fulfill psychological needs and motivate behavior change. It outlines Maslow's hierarchy of needs and differentiates between intrinsic and extrinsic motivation. The document suggests that challenges can fulfill the need for self-actualization, endorsements can provide social proof, badges can create scarcity, and free play can support autonomy. Participants are instructed to match game mechanics to needs and motivations to develop a behavior change strategy.

1. DESIGN FOR NEEDS
gamification to persuade
Valentina Rao @ Ranj
Glas Werkt Workshop
10.06.2013
v@playfulpandas.org

2. PhysicalVS Psychological
Maslow’s
hierarchy of needs
Only when basic
needs are fulfilled,
it is useful
to address
the higher
ones
Body
Mind

3. IntrinsicVS Extrinsic
Motivation

4. Self-growthVS gratification
Liking
Social Proof
Authority
Scarcity
Source: D. Pink, Drive, 2009

5. What game mechanics for
what needs?
Challenges -> self actualization
Endorsements -> social proof
Badges -> scarcity
Free play -> autonomy

6. Now you try it!
• take five cards from each of the two decks
• compare cards with posters: do the game
mechanics help fulfill a psychological or a
physical need? Self-growth? Social proof?
• now you have your behavior change strategy
clear, put those game mechanics to action!

7. Now you try it!
• take five cards from each of the two decks
• compare cards with posters: do the game
mechanics help fulfill a psychological or a
physical need? Self-growth? Social proof?
• now you have your behavior change strategy
clear, put those game mechanics to action!