Gamification in the corporate world so far has looked mainly at employees - or specifically white collar workers - who use computers and digital devices to interact with business systems. Blue collar workers, like those who are at an assembly line in the automotive industry, seamstresses, room maids in the service industry, or garbage collectors, present a different challenge for gamification designers. They may not use digital tools such as computers for their work on a regular base, and they often perform monotonous and mind-numbing tasks that cannot be changed or varied much. To understand them and their motivations, as well as their specific needs, we need to look at how blue collar workers see themselves, what their values are, and how they deal with monotony.
Blue-collar workers, while they operate the machines know that they do not have control over production tools and facilities. The owners decide what is produced, by whom, and where. What sounds like coming from Karl Marx directly, is in fact coming from him (and others). Before you go into a lengthy discourse about communism vs. capitalism, stay calm. Knowing this and understanding how blue-collar workers see themselves and what they value, gives us a clue of what a gamification-design for them needs to accomplish.
Because of the perception of their jobs, blue-collar workers respond to praise from a supervisor or manager different than white-collar workers. Especially if the praise seems not result from what blue-collar workers value most. What they value is meaning, dignity, and self-determination of their work. This does not mean that white-collar workers are not valuing those as well. But blue-collar workers tend to compare themselves to lower and higher status professions more often than white-collar workers do. And they tend to mistrust white collar workers.
When those values are not satisfied, they lead to job alienation, disengagement, and in the worst case to outright sabotage. However, those values are coming close to what gamification is about. Let's take a closer look at those values.
4. Enduring value contradictions
Homo
economicus
Values work as an instrumental
means for monetary gain
Homo
faber
Values work for its intrinsic
meanings, challenges and
satisfactions
Homo
ludens
Values the rituals of
play within work
9. Camaraderie vs. Competition
① Competition is the opposite of collaboration
② Only a handful of people compete
③ Competition doesn’t last long
④ Competition disadvantages certain demographics
⑤ Competition leads to negative behaviors
⑥ Competition leads to administrative headaches
⑦ Only one person can win, but all others loose
⑧ Short term boost, long term damage
14. Happiness
Happy employees
① are 2x as productive
② stay 5x longer in their
jobs
③ are 6x more energized
④ take 10x less sick leave
Happy workers
① help their colleagues
33% more than their
least happy colleagues.
② raise issues that affect
performance 46% more
③ achieve their goals 31%
more often
④ are 36% more motivated
19. Car assembly line
Engine room Worker moving with tool
& bolts
Fastening first bolt with
air tool
Fastening last bolt with
air tool
Checking torque of first
bolt with wrench
Checking torque of last
bolt with wrench
Painting with marker to
confirm that all bolts are
correctly fastened
26. Gamification
① changes behaviors
② creates habits
③ gives feedback
④ teaches, engages, entertains, measures
⑤ cares about the player’s interests and motivations
⑥ allows the player to experience a gameful state
⑦ benefits the player
⑧ is not about competition
⑨ enables fun
28. … empathizes with people
by adding gameful experiences to work and life,
helping them to fulfill their interests and motivations
for the benefit of all involved parties.
Homo faber, Homo ludens, and Homo economicus
become one.
Enterprise Gamification
30. Level Up
Enterprise Gamification
http://enterprise-gamification.com
Enterprise Gamification Wiki
http://enterprise-gamification.com/mediawiki
Gamification Decision Engine
http://www.enterprise-gamification.com:8083/
Octalysis
http://octalysis.com/
mario.herger@gmail.com
@mherger
www.linkedin.com/in/marioherger/
Editor's Notes
Dignity comes with how an employee is treated at work. Abusive behavior can drastically change productivity, health, and collaboration in a company.
The psychological needs that underlie intrinsic motivation are the need to feel competent, relatedness, and to have meaningful relationships with other people. Psychologists call that self-determination.
An employee may get intrinsic satisfaction from the variety of work, from the creativity and autonomy, from the opportunity to use one’s abilities, the importance and meaningfulness of work, that there is a sense of accomplishment, that the tasks a re challenging and the work interesting, and that there are positive coworker relationships.
Randy Hodson, Teresa A. Sullivan, The Social Organization of Work, Wadsworth, 5th Edition, 2012