How can I create value in my organization by designing specifically for women? Since the controversial damsel in distress in Super Mario our perception of females in gaming has evolved. But how does it change our designs and how can we avoid stereotypes? Going through different Gamification concepts, we will explore how to empower females in our designs and its relevance in improving our products and experiences by analyzing it through the Octalysis Lens. (Presentation for the Gamification Europe Conference)

1. Designing a Superwoman’s Journey
Gender and Diversity in Gamification

2. Sabrina Bruehwiler
Gamification Consultant & Designer
Twitch / Twitter: @User_Adventure #gamificationgirl
Instagram / Facebook: @useradventure
LinkedIn: https://www.linkedin.com/in/sbruehwiler/
Octalysis Group - www.octalysisgroup.com #octalysis

3. November 28, 2017
World’s leading Gamification
and Human Focused Design Company

4. Today I’ve got a Quest just for you!
Game: who is the real person?

5. A: Is she real?
TalkativeAffectionate Supportive
Taking Care
Creative Intelligent
Patient
Emotional

6. B: Or
her?
Taking Charge
Agressive
Courageous AmbitiousEasy-Going

7. Let’s pick!
Which is most likely the real person?
there is no right or wrong!
Taking Care
A
Taking Charge
BVs.

8. What the studies show?
Perceived characteristics associated with women or men (US Study)
Male
2000Female
Gallup, 2001
B
A

9. B - Kat ‘mystik’ Gunn
…is the world’s most successful female pro gamer

10. No worries, I am biased too…
And here is why…

11. Our brain - Neuroscience
Stereotyping
To manage the huge amount of information, our brain is filtering the most important
information and creates shortcuts.
This all happens in the back of our mind - it sees patterns you’ve been exposed to. So
you act in a way and you don’t even know it, You’re acting unconsciously.

12. Shortcuts - step 1
How we grow up
cute
socialsensitive
sweet
adorable
supportive
fashionpink
strong
leader
hard
driven confident
logical
sporty
cars
For girlsFor Boys
cool
caring
All Girls
courageous
ambitious
agressive

13. Shortcut - step 2
…we need to build games that girls like…
cute
socialsensitive
sweet
adorable
supportive
fashionpink
caring
talkative

14. But…
…didn’t we forget something?

15. We design the wrong way around!

16. Women come in all shapes and forms

17. Good Gamification doesn’t start with our gender…
…it starts with our
Core Drives!

18. What are Core Drives?
• Creator of the Octalysis Framework
• Founder of the Octalysis Group
• Author of Actionable Gamification - Beyond Points Badges and
Leaderboards
YU-kai Chou

19. And this is how Octalysis Designcan help…

20. Yes we are different than males, but…
there is a
Difference between Gender
based and gender biased design

21. The 8 core drives of
female empowerment

22. The 8 core drives of female
empowerment
Vanessa
Avoidance
Ownership
Empowerment
Meaning
Unpredictability
Accomplishment
Scarcity
Social
Influence
Christina
Avoidance
Ownership
Empowerment
Meaning
Unpredictability
Accomplishment
Scarcity
Social
Influence

23. There’s no one size fits all!

24. Sum-up
what you can do now?
1. Be aware of your bias - make decisions
outside of it!
2. Make it a game - How many times a day do you
act based on your bias?
3. Provide alternative associations
4. Create Awareness!

25. What I want to change!

26. Empowering females in the Township of Alexandria in Johannesburg -
give them a future with Gamification!
get in touch with me if you’d like to be part of it: sabrina@octalysisgroup.com
Support Superwomen In South Africa

27. Thank You!
Sabrina Bruehwiler
Gamification Consultant & Designer
Twitch / Twitter: @User_Adventure #gamificationgirl
Instagram / Facebook: @useradventure
LinkedIn: https://www.linkedin.com/in/sbruehwiler/
Octalysis Group - www.octalysisgroup.com #octalysis