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THE AUGMENTED CUSTOMER
BMMA – Jeux d’Hiver – 16 October 2018
Join me on Linkedin:
https://www.linkedin.com/in/mangiatordi/
ANGLE 1
BIG DATA
ANGLE 2
BHEVIORAL
DESIGN
ANGLE 3
GAMIFICATION
ANGLE 4
AUGMENTED
AND VIRTUAL REALITY
ANGLE 5
CONVERSATIONAL
CUSTOMER
THE AUGMENTED CUSTOMER
5 ANGLES FOR A BETTER UNDERSTANDING
S T A R T U P
STUDIO
BEHAVIORAL
"Gamification, AI, Big Data, Réalité Augmentée... : les nouveaux métiers de l'IT	"
BIG DATA = HYPER CUSTOMISATION
COGNITIVE SCIENCE = HYPER INFLUENCE
GAMIFICATION = HYPER ENGAGEMENT
A/R, V/R = HYPER EXPERIENCE
AI+ASSISTANTS = HYPER CONVERSATION
BIG DATA
1
unlimited content personalisation
"Gamification, AI, Big Data, Réalité Augmentée... : les nouveaux métiers de l'IT	"
BEHAVIOURAL DESIGN
2
understanding your
digital customer’s insights
"Gamification, AI, Big Data, Réalité Augmentée... : les nouveaux métiers de l'IT	"
NEUROMARKETING
& COGNITIVE BIAS
"Gamification, AI, Big Data, Réalité Augmentée... : les nouveaux métiers de l'IT	"
Do you believe your 

decisions are always rational?
Can you identify the 

hidden flaws in your own thinking?
There are more than 

175 cognitive bias 

that are affecting our 

decisions and own thinking.
"Gamification, AI, Big Data, Réalité Augmentée... : les nouveaux métiers de l'IT	"
4 problems that biases 

help us address
Information overload Lack of meaning
Need to act fast
What needs to be
remembered for later?
1. OVERLOAD

We don’t see everything. Some of the information
we filter out is actually useful and important.
2. MEANING

Our search for meaning can conjure illusions. We sometimes
imagine details that were filled in by our assumptions, and
construct meaning and stories that aren’t really there.
3. ACT FAST

Quick decisions can be seriously flawed. Some
of the quick reactions and decisions we jump to
are unfair, self-serving, and counter-productive.
4. WHAT TO REMEMBER?

Our memory reinforces errors. Some of the stuff we
remember for later just makes all of the above systems more
biased, and more damaging to our thought processes.
THINKING IS HARD.
THAT’S WHY PEOPLE JUDGE.
COGNITIVE BIA #007

FRAMING EFFECT 

AND DECOY EFFECT
People react to a particular choice in different
ways depending on how it is presented; e.g.
as a loss or as a gain.
"Gamification, AI, Big Data, Réalité Augmentée... : les nouveaux métiers de l'IT	"
COGNITIVE BIA #019
THE FORER (or Barnum) EFFECT
Individuals give high accuracy ratings to
descriptions of their personality that supposedly
are tailored specifically to them, that are in fact
vague and general enough to apply to a wide
range of people.
"Gamification, AI, Big Data, Réalité Augmentée... : les nouveaux métiers de l'IT	"
In order to get anything done, we’re
motivated to complete things that we’ve
already invested time and energy in.
The behavioral economist’s version of Newton’s first law
of motion: an object in motion stays in motion. This
helps us finish things, even if we come across more and
more reasons to give up.
See: Sunk cost fallacy, Irrational escalation, Escalation of commitment, Loss aversion, IKEA effect,
Processing difficulty effect, Generation effect, Zero-risk bias, Disposition effect, Unit bias,
Pseudocertainty effect, Endowment effect, Backfire effect
COGNITIVE BIA #020
THE SUNK COST FALLACY
The Misconception: You make rational decisions
based on the future value of objects,
investments and experiences. 



The Truth: Your decisions are tainted by the
emotional investments you accumulate, and the
more you invest in something the harder it
becomes to abandon it
COGNITIVE BIA #021
Consumers place a disproportionately high
value on products they partially created.
COGNITIVE BIA #021
CRYPTOMNESIA
Cryptomnesia occurs when a forgotten memory
returns without it being recognized as such by
the subject, who believes it is something new
and original.
Knowing this, it makes
many high-profile
accusations of
plagiarism a little more
understandable. In
1976, George Harrison
was found guilty of
"subconscious
plagiarism" for his song
"My Sweet Lord"
We reduce events and 

lists to their key elements.


It’s difficult to reduce events and lists to generalities, so
instead we pick out a few items to represent the whole.
See: Peak–end rule, Leveling and sharpening, Misinformation effect, Duration neglect, Serial
recall effect, List-length effect, Modality effect, Memory inhibition, Part-list cueing effect, Primacy
effect, Recency effect, Serial position effect, Suffix effectStereotypical bias, Prejudice, Negativity
bias, Fading affect bias
COGNITIVE BIA #022
PEAK-END EFFECT
People judge an experience largely based on
how they felt at its peak and at its end, rather
than based on the total sum or average of every
moment of the experience. The effect occurs
regardless of whether the experience is pleasant
or unpleasant.
We store memories differently 

based on how they were experienced.


Our brains will only encode information that it deems important
at the time, but this decision can be affected by other
circumstances (what else is happening, how is the information
presenting itself, can we easily find the information again if we
need to, etc) that have little to do with the information’s value.
See: Levels of processing effect, Testing effect, Absent-mindedness, Next-in-line effect, Tip of
the tongue phenomenon, Google effect
COGNITIVE BIA
#023
GOOGLE EFFECT
According to the first
study about the
Google effect people
are less likely to
remember certain
details they believe will
be accessible online.
Great, how am I supposed to
remember all of this?
Just remember these four truths 

have problems of their own:
4 categories / 4 problems
COGNITIVE BIAS
Information overload
We delete key facts
Lack of meaning
We invent key facts
Need to act fast
We bypass key facts
What to remember
We change the facts
GAMIFICATION
3
understanding your
digital customer’s
engagement levers
"Gamification, AI, Big Data, Réalité Augmentée... : les nouveaux métiers de l'IT	"
You can discover more about a person in
an hour of play than in a year of
conversation.
(Plato)
What’s WORLD’s CULTURAL best seller GOOD?
"Gamification, AI, Big Data, Réalité Augmentée... : les nouveaux métiers de l'IT	"
WHAT’s THE GAME WITH THE HIGHEST PRIZE MONEY?
"Gamification, AI, Big Data, Réalité Augmentée... : les nouveaux métiers de l'IT	"
PEAK ME UP
Sell more. Have fun.
HAPPYBOARDING
"Gamification, AI, Big Data, Réalité Augmentée... : les nouveaux métiers de l'IT	"
"Gamification, AI, Big Data, Réalité Augmentée... : les nouveaux métiers de l'IT	"
"Gamification, AI, Big Data, Réalité Augmentée... : les nouveaux métiers de l'IT	"
"Gamification, AI, Big Data, Réalité Augmentée... : les nouveaux métiers de l'IT	"
What’s

GAMIFICATION
?
Gamification is the best use
of gaming techniques to
create engagement or
generate actions.
Sometimes, it is the best way to
get out of a non-engaging
environment.
But it is not, or rarely, a game.
GAMIFICATION HELPS IN AN
EXTRINSINC

MOTICATION
CONTEXT
EXTRINSINC MOTIVATION
DOING SOMETHING TO GET OR AVOID SOMETHING ELSE
WAITING AT 

STARBUCK’s
STUDYING
WORKING






I WANT MY COFFEE!
A JOB OR A DIPLOMA
A WAGE



BECAUSE
"Gamification, AI, Big Data, Réalité Augmentée... : les nouveaux métiers de l'IT	"
THE

NUDGE
EFFECT
"Gamification, AI, Big Data, Réalité Augmentée... : les nouveaux métiers de l'IT	"
"Gamification, AI, Big Data, Réalité Augmentée... : les nouveaux métiers de l'IT	"
GAMIFICATION IS POWERFUL IN AN
INTRINSIC MOTIVATION
CONTEXT
"Gamification, AI, Big Data, Réalité Augmentée... : les nouveaux métiers de l'IT	"
72% or amateur runners
are using a self motivation gamified app
"Gamification, AI, Big Data, Réalité Augmentée... : les nouveaux métiers de l'IT	"
FROM WITHIN
AUTONOMY
MASTERY
PURPOSE
FROM OUTSIDE
COMPENSATION
PUNISHMENT
REWARD
"Gamification, AI, Big Data, Réalité Augmentée... : les nouveaux métiers de l'IT	"
quel est ce jeu ?
"Gamification, AI, Big Data, Réalité Augmentée... : les nouveaux métiers de l'IT	"
What are games doing better?
1. CLEAR OBJECTIVES
2. SCORE = PROGRESS INDICATOR
3. STORYTELLING
4. direct feedback
5. predictable and unpredictable
REWARDS
GAMIFICATION =
wrong
term
HUMAN-
FOCUSED

DESIGN
FUNCTION
-FOCUSED

DESIGN
APPLICATION FIELDS
INTERFACES
and USER
EXPERIENCE
TRAINING
& MANAGEMENT
MARKETING
DAILY
ACTIVITIES
GAMIFICATION
DAILY ACTIVITIES
GAMIFICATION FIELD #1
We now ‘play’ to remain engaged in so many
activities… even quit smoking can be gamified.
HUMAN MANAGEMENT
GAMIFICATION FIELD #2
Sales, project management, ideation, recruitment… new
interfaces and old processes are reshaped to create
more engagement thanks to gamification.
"Gamification, AI, Big Data, Réalité Augmentée... : les nouveaux métiers de l'IT	"
USER INTERFACES and UX/CX
GAMIFICATION DOMAINE #3
To gamify an interface is to add engagement triggers
where it makes sense.
"Gamification, AI, Big Data, Réalité Augmentée... : les nouveaux métiers de l'IT	"
"Gamification, AI, Big Data, Réalité Augmentée... : les nouveaux métiers de l'IT	"
"Gamification, AI, Big Data, Réalité Augmentée... : les nouveaux métiers de l'IT	"
MARKETING GAMIFICATION
GAMIFICATION FIELD #4
Engaging clients into a progression, or via
nudge effect, or other gamification techniques
that will increase their experience and retention.
"Gamification, AI, Big Data, Réalité Augmentée... : les nouveaux métiers de l'IT	"
"Gamification, AI, Big Data, Réalité Augmentée... : les nouveaux métiers de l'IT	"
"Gamification, AI, Big Data, Réalité Augmentée... : les nouveaux métiers de l'IT	"
"Gamification, AI, Big Data, Réalité Augmentée... : les nouveaux métiers de l'IT	"
WHAT’s THE NAME OF THIS GAME?
EFFECTIVE

GAMIFICATION
integration
NORMAL END
MASTERYSCAFFOLDINGONBOARDING
THE PLAYER’S JOURNEY
(Kevin Werbach)
IDENTIFICATION
"Gamification, AI, Big Data, Réalité Augmentée... : les nouveaux métiers de l'IT	"
"Gamification, AI, Big Data, Réalité Augmentée... : les nouveaux métiers de l'IT	"
THE

FIGHTERS
THE 

COMPETITOR
BE BETTER THAN THE OTHERS
WHILE RESPECTING THE RULES
RANKINGS
awards
LEVELS
FRUSTRATIONS
THE 

KILLER
VICTORY AT ALL COSTS
TITLES more than levels
rankings are the world’s law
the

ACHIEVERS
THE 

COLLECTIONER
MAKE PROGRESS, ALWAYS
FEEDBACK
LEVELS
TRANSITION BADGES
NEW LIMITS, MOVING OBJECTIVES
THE 

EXPERT
BE THE BEST I CAN
feedback
OBSESSION FOR OBJECTIVES
LEVELS
THE

EXPLORERS
THE 

NAVIGATOR
Explore, more and more!
NEW FRONTIERS
NEW POWERS
milestones unlock
HIDDEN ZONES
THE 

Detective
SOLVE, see things other don’t
enigmas
‘out of the box’
learn
unlock
create
the

SOCIALISers
the 

COACH
BE USEFUL
find a place in a group
indirect scoring or team scoring
affective score
THE 

ROCKSTAR
Under social influence
be popular
be in the group
conformity bia
WHAT’s THIS GAME?
EFFECTIVE

GAMIFICATION
THE OCTALYSIS FRAMEWORK
8
CORE
DRIVES
Yu KAI CHOU
‘actionable
gamification’
#1

EPIC
MEANING
8
CORE
DRIVES
#8
LOSS AND
AVOIDANCE
#2

ACHIEVEMENT
#3

CREATIVITY
#4

possession
#5

Social
INFLUENCE
#6

SCARCITY
#7

UNPREDICTABILITY
CORE DRIVE 

#1
EPIC
MEANING
NAME THAT GAME
This is the drive where
people are motivated
because they believe
they are engaged in
something that is
bigger than
themselves.
"Gamification, AI, Big Data, Réalité Augmentée... : les nouveaux métiers de l'IT	"
GAME TECHNIQUE / MEANING
THE EPIC STORY
GAME TECHNIQUE / MEANING
ELITISM
Allowing your users or
customers to form a prideful
group based on ethnicity,
beliefs, or common interests
makes them feel like they
are part of a larger cause.
GAME TECHNIQUE / MEANING
HUMANITY HERO
If you can incorporate a world
mission into your offerings, you
can gain even more buy-in
during the on-boarding process.
The way this works is to tie the
actions you want people to take
to something that will make the
world a better place.
"Gamification, AI, Big Data, Réalité Augmentée... : les nouveaux métiers de l'IT	"
GAME TECHNIQUE / MEANING
BEGINNER’s LUCK
This is the “Calling” in Epic
Meaning & Calling. Calling makes
people think they are uniquely
destined to do something. And one
of the Game Techniques that can
introduce the sense of Calling is
Beginner’s Luck.
#1

EPIC
MEANING
8
CORE
DRIVES
#2 #3
#4 #5
#6 #7
#8
CORE DRIVE 

#2
ACHIEVEMENT

-progression-
Where people are driven
by a sense of growth
towards a goal and
accomplishing it.
This is also the most
common implementation
of gamification we see in
the market, as most of the
PBLs – points, badges,
and leaderboards – appeal
heavily to this drive.
GAME TECHNIQUE / ACHIEVEMENT
POINTS
HOW ARE POINTS WORKING?
1. CUMULATED or exchangeable
2. TOTAL and intermediate scores
3. GOING UP and down
4. parallel currencies
GAME TECHNIQUE
TOUNTING FLAG
PROBABLY THE BEST
LEVER EVER.
GAME TECHNIQUE / ACHIEVEMENT
LEVELS
GAME TECHNIQUE / ACHIEVEMENT
PROGRESS BAR
"Gamification, AI, Big Data, Réalité Augmentée... : les nouveaux métiers de l'IT	"
GAME TECHNIQUE / ACHIEVEMENT
MILESTONE UNLOCK
“when I achieved a major
milestone in my career, no
employer really opened up a
new world for me. The only
time new worlds opened for
me, it was mainly when I left to
join another firm, so I created
my own milestone unlock
scenario”.
GAME TECHNIQUE / INTERACTIVE PROGRESSION
CHATBOTS
"Gamification, AI, Big Data, Réalité Augmentée... : les nouveaux métiers de l'IT	"
#1
8
CORE
DRIVES
#3
#4 #5
#6 #7
#8
#2

ACHIEVEMENT
CORE DRIVE 

#3
CREATIVITY

STIMULATION
MAYBE THE MOST
‘NATURAL’ way to play.


Look at lego
blocks.
NAME THAT GAME
"Gamification, AI, Big Data, Réalité Augmentée... : les nouveaux métiers de l'IT	"
"Gamification, AI, Big Data, Réalité Augmentée... : les nouveaux métiers de l'IT	"
CORE DRIVE 

#4
possession
Wait, is this mine?
I value it!
NAME THAT GAME
"Gamification, AI, Big Data, Réalité Augmentée... : les nouveaux métiers de l'IT	"
POKEMON GO?
this is so “last
week”…
"Gamification, AI, Big Data, Réalité Augmentée... : les nouveaux métiers de l'IT	"
GAME TECHNIQUE / OWNERSHIP
THE GRUNT WORK
To own something in a collection game, you shall
earn ‘money’ that increases the value perception
of it. They both work together, and this is why the
grunt work is efficient here.
GAME TECHNIQUE / MEANING
EXCHANGEABLE POINTS
CORE DRIVE 

#5
social INFLUENCE
Social Conformity
Social Popularity
Social Relatedness
Social Meaning/LOVE.
NAME THIS DATING APP
Behind this lever:
envy, jealousy,
friendship,
relatedness,
mentoring, …
GAME TECHNIQUE / SOCIAL INFLUENCE
MENTORSHIP
"Gamification, AI, Big Data, Réalité Augmentée... : les nouveaux métiers de l'IT	"
GAME TECHNIQUE / ACHIEVEMENT
THE ROCKSTAR EFFECT
A Snapstreak occurs when two people have sent each other Snapchats
back and forth for more than three consecutive days. When you start a
Snapstreak with someone, you’ll see a fire emoji next to their name in
the app. The number next to the fire emoji indicates how long the
Snapstreak has been going.
GAME TECHNIQUE / SOCIAL INFLUENCE
quêtes de groupe
GAME TECHNIQUE / SOCIAL INFLUENCE
SOCIAL TREASURES
Les ‘trésors sociaux’ sont
ceux que vous redistribuez
à un ami, collègue,
partenaire de jeu.
Cfr Google Social Bonus
CORE DRIVE 

#6
SCARCITY
and curiosity
"Gamification, AI, Big Data, Réalité Augmentée... : les nouveaux métiers de l'IT	"
"Gamification, AI, Big Data, Réalité Augmentée... : les nouveaux métiers de l'IT	"
GAME TECHNIQUE 

SCARCITY & IMPATIENCE
APPOINTMENT 

DYNAMICS
APPOINTMENT DYNAMICS
smart korean 

shopping center
GAME TECHNIQUE 

SCARCITY & IMPATIENCE
TORTURE BREAKS
KEEP Or enforce the
engagement while
stopping or braking
the player.
GAME TECHNIQUE 

SCARCITY & IMPATIENCE
CORE DRIVE 

#7
UNPREDICTABILITY
Me against
the chance.
(I’ll be stronger)
RANDOM FOOD DISTRIBUTION
"Gamification, AI, Big Data, Réalité Augmentée... : les nouveaux métiers de l'IT	"
WHAT GAME DID HE INVENT IN 1984?
Alexey Pajitnov
Ex-USSR secret services
TETRIS
Jessica Griggs
Tetris AS A CURE FOR POST-
TRAUMATIC SYNDROMS
Jessica Griggs
CORE DRIVE 

#8
LOSS 

AND AVOIDANCE
GAME TECHNIQUE / LOSS & AVOIDANCE
EVANESCENT OPPORTUNITY
GAME TECHNIQUE / LOSS & AVOIDANCE
EXPIRATION DATE
Cognitive bia that gives you
the illusion of a loss, even if
you don’t really own
something.
See Farmville or Smurf Village, again
EPIC MEANING
ACCOMPLISHMENT ENPOWERMENT
OWNERSHIP SOCIAL INFLUENCE
SCARCITY UNPREDICTABILITY
AVOIDANCE
WHITE 

HAT
BLACK 

HAT
AUGMENTED
REALITY
4
Add a new dimension
to your customer experience
"Gamification, AI, Big Data, Réalité Augmentée... : les nouveaux métiers de l'IT	"
"Gamification, AI, Big Data, Réalité Augmentée... : les nouveaux métiers de l'IT	"
"Gamification, AI, Big Data, Réalité Augmentée... : les nouveaux métiers de l'IT	"
IA and
CONVERSATIONAL CUSTOMER
5
Anticipate your customers
needs and requests
"Gamification, AI, Big Data, Réalité Augmentée... : les nouveaux métiers de l'IT	"
"Gamification, AI, Big Data, Réalité Augmentée... : les nouveaux métiers de l'IT	"

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