Uploaded byDr. Marigo Raftopoulos
Game thinking & behaviour design
This document discusses how principles from game design and behavior design can be applied to business transformation. It provides examples of how compelling gameplay was achieved in the popular mobile game Angry Birds through techniques like establishing a story, mission, tasks and measures of success. The document also examines models for understanding human behavior and motivation, such as Fogg's Behavior Model, which outlines ability, motivation and triggers as key factors. It proposes a process for behavior design involving selecting a goal, mapping paths to achieve it, and rapidly testing ideas through trials rather than extensive planning. The goal is to influence behaviors and outcomes in business contexts by applying lessons from engaging game design.
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Game thinking & behaviour design
- 1. Behaviour Design &Game Thinking New Frontiers for Business Transformation Creative Performance Exchange Melbourne 17 April 2012
- 2. Transformation by influencingbehaviour Behaviour Design Solution Observable, measurable action A B Not about cognition (thoughts, feelings, emotions)
- 3. What we canlearn from Angry BirdsTM story. mission. task. measure
- 4. What we canlearn from Angry BirdsTM story mission task measure story. mission. task. measure
- 5.
- 6. Why Angry Birds? 700million downloads since 2009 30 million active daily users Most successful mobile app to date Compelling gameplay through persuasive design
- 7. Why is behaviourdesign important? Workplace Project & Change Engagement Management Engaged 20% Success 30% Not Committed 40% Failure 70% Disengaged 40% Towers Perrin Gartner The current game isn’t fun or compelling anymore
- 8. As we change,our models (& games) need to change... Average human attention span in gameplay 2000 2012 12 minutes
- 9. As we change,our models need to change... Average human attention span in gameplay 2000 2012 12 minutes 5 seconds
- 10. Fogg Behaviour Modelprovides a framework X + Ability + Motivation + Trigger
- 11. Ability: birds, slingshot Motivation:revenge on pigs Trigger: game mechanics (score, audio, visual, timing) Angry Birds Behaviour Model
- 12. The game layerenables the flow zone (behaviour design can’t take you there for higher order tasks) Autonomy + Competency + Relatedness = 46% higher retention Fun = 16% higher retention
- 13. Ability factors (simplicityis key) Time Mental effort Social Money Physical effort Non routine
- 14.
- 15. Steps in behaviourdesign* Behaviour Design Solution Quest Starfish Trials * Modified from the original BJ Fogg Bootcamp which has 7 steps
- 16. 1. Select desired‘crisp’ action, goal or behaviour Quest Starfish Trials Abstract: Assert the pre-eminence of birds Maybe: Build skills & capability of birds to defeat the pigs Best: Destroy the pigs’ structures by catapulting each bird Group Exercise: design a quest for improving health
- 17. 2. Map differentpaths to achieve the quest Quest Starfish Trials Brainstorm a set of possible sequential pathways that could be introduced to reach the quest Group Exercise: each person in each team to design a sequential path of 3-5 ‘crisp’ steps
- 18. Starfish example: BJ Fogg Bootcamp March 2012 paths & options
- 19. 3. Don’t argue,test it! Quest Starfish Trials Put the ideas out there fast Run trials, test & measure, then run some more Fail fast & often Iterate along the way Many fast trials (behaviour) beats deep thinking (cognitive)
- 20. In game design,this is called rapid prototyping Set up. Design. Implement. Playtest. Evaluate. Iterate. Restart (or end).
- 21. In science, it’smuch the same Observation. Hypothesis. Experiment. Interpret. Develop (or restart).
- 22. Game thinking &behaviour design combined can produce more focussed business outcomes Assess Where You Are Game Design to Engage Autonomy + Competency + Relatedness + Fun Behaviour Design to Activate Quest Starfish Trials
- 23. Thank you! Marigo Raftopoulos| marigo@strategicgameslab.com | www.strategicgameslab.com