Slides fra en workshop om Gamification afholdt på IVA Aalborg i forbindelse med formidling af projektet:
Gamification - Aktiverende kulturformidling i biblioteker
Et samarbejde mellem Guldborgsund bibliotek, Hjørring bibliotek og Aarhus hovedbibliotek, støttet af Kulturstyrelsen
Managing Data to Drive the 1:1 Customer ExperienceTheorem
Marketing leaders are under constant pressure to understand their customers and ensure a high-level of ongoing engagement through personalized experiences. The problem is that key insights are often buried under mounds of data.
Marketing executives need to get out in front of the data to ensure they along with their teams are getting the facts about customers they need to fuel ongoing 1:1 customer experiences.
- How are you making the transition to a data-drive enterprise?
- Are you using your data to empower your customers’ experiences?
Learn what it takes to be a data transformer.
Theorem Webinar 4/20
UX STRAT 2016: how experience strategy is helping transform Aegon into a cust...Michel Jansen
At UX STRAT Europe 2016, I spoke about how Aegon is undergoing a transformation into a customer-centric, digital-first organisation and how service design and experience strategy are driving change in a rapidly changing ecosystem.
Aegon is in a situation a lot of traditional financial services companies find themselves in. It was founded in a different era and has been really successful for more than a century, operating in pretty much te same way: as a producer of services that are sold to customers. In today’s environment, this industrial-age approach no longer works. Customers are increasingly demanding, independent and empowered and as a result, Aegon is rapidly moving to a sense-and-respond model to keep up.
A big part of this change involves a more adaptable approach to strategy. Instead of a top-down approach where strategy takes the shape of a plan defined in one place, to be followed in another, Aegon is moving more of the decision making to those closest to the customer. For the newly empowered designers, developers and product owners, there has never been a stronger need for a “north star”; a vision of the future and a set of guiding principles and KPIs to act as a compass on the way to success. This talk is about how we are defining that vision, setting KPI’s and making sure the customer is at the heart of everything we do.
UX & APPS v/Tobias Høgsberg
Apps opfylder og overtager i stigende grad en række funktioner, der før var forbeholdt websider. Mobiltelefonen er den eneste mediekanal, vi er i kontakt med næsten døgnet rundt, og potentialet for at bruge den til effektive og kreative markedsføringstiltag er derfor enormt. Tine vil svare på:
Hvordan udvikler man apps, der ikke bare er en spejling af en eksisterende hjemmeside, men som bruger app’ens unikke styrker, og engagerer brugeren?
Hvad betyder UX for en vellykket Mobile Marketing strategi?
Managing Data to Drive the 1:1 Customer ExperienceTheorem
Marketing leaders are under constant pressure to understand their customers and ensure a high-level of ongoing engagement through personalized experiences. The problem is that key insights are often buried under mounds of data.
Marketing executives need to get out in front of the data to ensure they along with their teams are getting the facts about customers they need to fuel ongoing 1:1 customer experiences.
- How are you making the transition to a data-drive enterprise?
- Are you using your data to empower your customers’ experiences?
Learn what it takes to be a data transformer.
Theorem Webinar 4/20
UX STRAT 2016: how experience strategy is helping transform Aegon into a cust...Michel Jansen
At UX STRAT Europe 2016, I spoke about how Aegon is undergoing a transformation into a customer-centric, digital-first organisation and how service design and experience strategy are driving change in a rapidly changing ecosystem.
Aegon is in a situation a lot of traditional financial services companies find themselves in. It was founded in a different era and has been really successful for more than a century, operating in pretty much te same way: as a producer of services that are sold to customers. In today’s environment, this industrial-age approach no longer works. Customers are increasingly demanding, independent and empowered and as a result, Aegon is rapidly moving to a sense-and-respond model to keep up.
A big part of this change involves a more adaptable approach to strategy. Instead of a top-down approach where strategy takes the shape of a plan defined in one place, to be followed in another, Aegon is moving more of the decision making to those closest to the customer. For the newly empowered designers, developers and product owners, there has never been a stronger need for a “north star”; a vision of the future and a set of guiding principles and KPIs to act as a compass on the way to success. This talk is about how we are defining that vision, setting KPI’s and making sure the customer is at the heart of everything we do.
UX & APPS v/Tobias Høgsberg
Apps opfylder og overtager i stigende grad en række funktioner, der før var forbeholdt websider. Mobiltelefonen er den eneste mediekanal, vi er i kontakt med næsten døgnet rundt, og potentialet for at bruge den til effektive og kreative markedsføringstiltag er derfor enormt. Tine vil svare på:
Hvordan udvikler man apps, der ikke bare er en spejling af en eksisterende hjemmeside, men som bruger app’ens unikke styrker, og engagerer brugeren?
Hvad betyder UX for en vellykket Mobile Marketing strategi?
ADMA Engage 2014 - bringing together UX design and CX strategyKrzysztof Piwowar
Bringing together user experience design with a customer experience
strategy
* Human-centred design as an integral part of customer
experience journey
* Bringing together principals of psychology, design and loyalty
to work towards understanding the customer better
* Designing and influencing customer perceptions of your
organisation
eMarketer Webinar: Customer Experience Strategy in an Always-On WorldeMarketer
Customers are basing their expectations today on their interactions with firms like Airbnb, Amazon and Uber. In response, brands are focusing now more than ever on creating and delivering the same type of seamless customer experiences. Topics in this webinar include: Understanding the evolving nature of today’s always-on, need-it-now customers; Key functions being carved out at brands to help achieve customer experience goals; The role client-side marketers are taking to define and deliver on their customer experience strategy; Approaches to measure and analyze customer experience improvements.
The Mighty Nudge: The Future of SEO, Social Media, & Content MarketingRand Fishkin
The days of bludgeoning algorithms, networks, and people are over. Modern marketing success in channels like search, social media, content marketing, email, CRO, et al. requires subtle "nudges" to have success.
Service brands have additional branding options that product brands don’t have: The service experience.
This presentation features a framework and an applied case study on Service Branding or Branded Customer Experience – how to create a signature experience through the process of combining service design and branding – leaving customers with a unique story they can experience first-hand.
Approach presented at Service Design Network SDN Global Conference 2016 in Amsterdam #SDGC16 #ServiceBranding #BrandedCustomerExperience #BrandExperience
Using Business Architecture to enable customer experience and digital strategyCraig Martin
Digital disruption is shifting business model design from a focus on product profitability to a stronger focus on customer experience and lifetime value.
The presentation looks at environmental pressures caused by digital disruption and identifies how to use business architecture and business design to address these changes.
It covers business architecture for digital strategy, customer-driven value chains, re-writing of the 4Ps of the marketing mix, and the nine laws of disruption and how they affect business model design.Craig also investigates the changes afoot with strategic business planning and Enterprise Architecture, which are experiencing their own form of disruption. Will Enterprise Architecture as we know it become a commodity too?
This presentation was delivered as an OpenGroup webinar and is available for viewing from the www.enterprisearchitects.com web site.
You'll learn:
- How to create a clear UX strategy with teams across silos
- How to resource and plan tactics based on UX strategy
- How to track progress against your mission-based strategy
- How to delegate UX missions to designers
Drejebog teambuilding og innovationsdag sjællandslandbrugsskoleTyge Mortensen
I februar 2013 afholdt Rejseholdet på Ryslinge Innovationshøjskole en dag om teambuilding og innovation på Sjællands Landbrugsskole for studerende på landbrugets lederuddannelse. Se drejebogen her.
Du har hørt om digitale kurser og online produkter, og du ved også, at der er nogle, der tjener penge på det. Måske har du endda selv forsøgt, men uden den store succes? Eller måske drømmer du om at få en passiv indtægt, som det så kækt hedder?
Coaches, terapeuter, sexologer og rådgivere er der nok af på markedet, men hvordan skiller du dig ud fra alle de andre, og hvordan forøger du din bundlinje ved siden af dine sessioner, tjener penge på online produkter, som endda hjælper dig med at få endnu flere 1:1 klienter efterfølgende?
I dette oplæg fyldt med cases fra både B2B og B2C får du Maj Wismann´s opskrift på, hvordan du hjælper din målgruppe med deres problemer via digitale produkter, og får kørt en hjemmeside i stilling, der arbejder for dig 24/7.
Og du får indsigt i, hvordan du bygger dine hjemmeside op, så dine kunder får tillid til dig online og derved får lyst til, at det netop er dig, der skal hjælpe dem, og smart nok, via dine digitale produkter.
Idea generation and the creative process (Danish slides: Ideudvikling og den ...Andreas Thorngreen
These slides address how to be creative and innovative in a simple and structured way. As any good game, the principles here are easy to learn but can be hard to master - or at least hard to remember when you need to do it right.
Et oplæg om videndeling, hvorfor vi ikke nødvendigvis er gode til det, og hvad der skal til for at vi bliver det.
Og om videndeling overhovedet er den essentielle del af ligningen.
ADMA Engage 2014 - bringing together UX design and CX strategyKrzysztof Piwowar
Bringing together user experience design with a customer experience
strategy
* Human-centred design as an integral part of customer
experience journey
* Bringing together principals of psychology, design and loyalty
to work towards understanding the customer better
* Designing and influencing customer perceptions of your
organisation
eMarketer Webinar: Customer Experience Strategy in an Always-On WorldeMarketer
Customers are basing their expectations today on their interactions with firms like Airbnb, Amazon and Uber. In response, brands are focusing now more than ever on creating and delivering the same type of seamless customer experiences. Topics in this webinar include: Understanding the evolving nature of today’s always-on, need-it-now customers; Key functions being carved out at brands to help achieve customer experience goals; The role client-side marketers are taking to define and deliver on their customer experience strategy; Approaches to measure and analyze customer experience improvements.
The Mighty Nudge: The Future of SEO, Social Media, & Content MarketingRand Fishkin
The days of bludgeoning algorithms, networks, and people are over. Modern marketing success in channels like search, social media, content marketing, email, CRO, et al. requires subtle "nudges" to have success.
Service brands have additional branding options that product brands don’t have: The service experience.
This presentation features a framework and an applied case study on Service Branding or Branded Customer Experience – how to create a signature experience through the process of combining service design and branding – leaving customers with a unique story they can experience first-hand.
Approach presented at Service Design Network SDN Global Conference 2016 in Amsterdam #SDGC16 #ServiceBranding #BrandedCustomerExperience #BrandExperience
Using Business Architecture to enable customer experience and digital strategyCraig Martin
Digital disruption is shifting business model design from a focus on product profitability to a stronger focus on customer experience and lifetime value.
The presentation looks at environmental pressures caused by digital disruption and identifies how to use business architecture and business design to address these changes.
It covers business architecture for digital strategy, customer-driven value chains, re-writing of the 4Ps of the marketing mix, and the nine laws of disruption and how they affect business model design.Craig also investigates the changes afoot with strategic business planning and Enterprise Architecture, which are experiencing their own form of disruption. Will Enterprise Architecture as we know it become a commodity too?
This presentation was delivered as an OpenGroup webinar and is available for viewing from the www.enterprisearchitects.com web site.
You'll learn:
- How to create a clear UX strategy with teams across silos
- How to resource and plan tactics based on UX strategy
- How to track progress against your mission-based strategy
- How to delegate UX missions to designers
Drejebog teambuilding og innovationsdag sjællandslandbrugsskoleTyge Mortensen
I februar 2013 afholdt Rejseholdet på Ryslinge Innovationshøjskole en dag om teambuilding og innovation på Sjællands Landbrugsskole for studerende på landbrugets lederuddannelse. Se drejebogen her.
Du har hørt om digitale kurser og online produkter, og du ved også, at der er nogle, der tjener penge på det. Måske har du endda selv forsøgt, men uden den store succes? Eller måske drømmer du om at få en passiv indtægt, som det så kækt hedder?
Coaches, terapeuter, sexologer og rådgivere er der nok af på markedet, men hvordan skiller du dig ud fra alle de andre, og hvordan forøger du din bundlinje ved siden af dine sessioner, tjener penge på online produkter, som endda hjælper dig med at få endnu flere 1:1 klienter efterfølgende?
I dette oplæg fyldt med cases fra både B2B og B2C får du Maj Wismann´s opskrift på, hvordan du hjælper din målgruppe med deres problemer via digitale produkter, og får kørt en hjemmeside i stilling, der arbejder for dig 24/7.
Og du får indsigt i, hvordan du bygger dine hjemmeside op, så dine kunder får tillid til dig online og derved får lyst til, at det netop er dig, der skal hjælpe dem, og smart nok, via dine digitale produkter.
Idea generation and the creative process (Danish slides: Ideudvikling og den ...Andreas Thorngreen
These slides address how to be creative and innovative in a simple and structured way. As any good game, the principles here are easy to learn but can be hard to master - or at least hard to remember when you need to do it right.
Et oplæg om videndeling, hvorfor vi ikke nødvendigvis er gode til det, og hvad der skal til for at vi bliver det.
Og om videndeling overhovedet er den essentielle del af ligningen.
Om de 4 faktorer i knowledge management:
- Identifikation af viden
- Deling af viden
- Fornyelse af viden
- Ledelse af vidensmedarbejdere
Og hvordan det bindes sammen med strategi.
En præsentation af tre forskellige former for historier, der findes på en arbejdsplads - jeg -, vi - og fremtids-historier, Find historien, fortæl den uden detaljer og arbejd med dialogen, der kommer af historien. Vær en lyttende leder.
Workshop 4 2 sep 2011 min udfordring som leder final
Gamification Workshop på IVA Aalborg 17.09.2014
1.
2. Udgangspunkt:
Aarhus
Målgruppe:
Primært familier
Vi vil motivere familierne til at…
Opleve sammen
Dele oplevelser, traditioner, historier og tips
Blive inspireret af andre familier
På biblioteket – Fysisk og Virtuelt
3. Testrække – De små tests
Byrådsvalg Challenge
Turnering Godhedsbarometer
Test af Gamification elementer
4. Testrække – De store tests
Breakfast Quiz Sharebox Familiedysten Aarhus Familier
Test af Gamification elementer
5. Erfaringer
Det lader til at have en effekt, men svært
at måle.
Gamification er ikke løsningen, det er et
værktøj.
Ingen revolution, men måske en
evolution?
13. Game Elements
Mechanics :
The “verbs” of a game – the elements
that move the action forward.
• Challenges
• Chance
• Competition / Cooperation
• Feedback
• Resource acquisition
• Rewards
• Transactions
• Turns
• Win State
15. Game Elements
Components :
The most surface level components of games ; the most
simple things to get people to progress in the game.
• Achievements
• Avatars
• Badges
• Boss Fights
• Collections
• Combat
• Content Unlocking
• Gifting
• Leaderboards
• Levels
• Points
• Quests
• Social Graph
• Teams
• Virtual goods
17. Gamificeret workshop
Fire runder!
40 minutter!
En case!
Når fløjten lyder, så hopper i op og råber
jeres teamnavn (Det er kun de første 3-5
hold der får lov til at svare)
18. IVA Workshop
Fire per team
Find på et godt teamnavn
Frivilligt: Lav en lille team mascot
19. Runde 1
Hvad og Hvorfor runden
Snak sammen om hvilket bibliotekstilbud i
kunne tænke jer at gamificere.
Bliv enige om hvad jeres hold vil
gamificere og hvorfor!
I har 10 minutter
20. Runde 2
Hvem runden
Snak sammen om hvilken målgruppe der
er relevant i forhold til jeres valgte tilbud.
Overvej og diskuter hvilke brugertyper der
kunne være relevante
Vælg målgruppe og brugertyper
I har 10 minutter
21. Runde 3
- Hvordan runden
Diskuter de udleverede game elements
Bliv enige om hvilke elementer i kunne
tænke jer at bruge til det valgte biblioteks
tilbud
I har 10 minutter
22. Runde 4
- Bør vi / Kan vi runden
Overvej hvilke etiske udfordringer der kan
være i forbindelse med jeres valgte case
Hvilke praktiske udfordringer kan der
være?
I har 10 minutter
24. Virkede det?
Snak sammen i holdet om workshoppen
Hvad virkede?
Hvad virkede ikke?
Hvorfor mon?
25. Game Elements brugt
Samarbejde (your team) / Konkurrence (other teams)
Avatar – som hold repræsentation
Leaderboard (Scoreboard) Progression og feedback
Win states (Klart defineret mål)
Feedback (Point og applaus)
Progression, I startede ved 0 points og kæmpede jer op
Onboarding, nem start, alle er med og ideelt set investeret I spillet
Constraints (Reglerne og rammerne)
Tilfældighed, Terningen som tie breaker
Belønninger (Stuff and Status)
26. Arbejde med Case
Forbered en kort præsentation af jeres
case
HUSK!
Hvad, Hvorfor, Hvem og Hvordan
Bør vi / Kan vi
Når I er klar så optager vi jeres præsentation
28. Litteraturliste:
Werbach, Kevin & Hunter, Dan
”For The Win” Wharton digital Press, 2013
Marczewski, Andrjez, ”User Types 2.0, the Hexad” 2013
Fundet på:
http://www.gamified.co.uk/user-types/#.VBXZSulxles
Editor's Notes
Byrådsvalg: Vi arbejdede med at gøre byrådsvalget lidt mere relevant for børn og unge ved hjælp af sætte dem i ind i en rammefortælling og naturligvis konkurrence
Challenge: Kunne vi få folk til at blive ved en installation indtil der kom et oplæg og efterfølgende få dem til at deltage i oplægget
Turnering: Kunne vi ved hjælp af en konkurrence bringe folk sammen på tværs af alder
Godhedsbarometer: Forsøg på at visualisere alle de gode gerninger, børnene fik lavet
Breakfast: Kunne vi få deltagerne her til at snakke sammen, lære noget om biblioteket og have det sjovt? Vi gamificerede biblioteksorienteringen og kørte to forskellige versioner
Sharebox: Kunne vi gøre det nemt at dele sin fortælling, anbefaling eller input? Vi prøvede med Sharebox, hvor vi havde arbejdet meget med Onboarding, men fejlede lidt på feedback
Familiedysten: Kunne vi få familier til at arbejde sammen om at lære lidt om krop, hjerne, hjerte og ikke mindst sig selv og hinanden? Stor succes! Der blev arbejdet med coorperation som driver, og lavet en rigtig fin barometer
3 parts to that definition, non game context, use game design techniques, game elements
Onboarding: Det er her man som spiller bliver introduceret til systemet, man lærer at begå sig, stemning og rammefortælling bliver introduceret, spil er skide gode til de her ting!
Scaffolding: Forestil dig midten af din rejse igennem systemet som et stillads, det niveau bygget på det andet, løbende introduktion til hvad du skal bruge når du skal bruge det og med tid til at mestre brugen af det.
The end: De fleste spil er klart definerede i forhold til hvornår det er færdigt
Brugertyper: En videreudvikling af Richard A. Bartles player types (killers, socialers, achievers og explorerers), værd at bemærke at der har været en del kritik af brugen af Bartle i andre genrer eller gamification. Man skal også være opmærksom på at man sjældent, grænsende til aldrig udelukkende er en af de her typer. Tænk på den som personaer der motiveres af forskellige ting, det giver dig en mulighed for at tænke dem i i forhold til dit gamificerede system
Disruptor: En der på godt og ondt laver ballade i systemet, ikke altid negativt
Philantropist: En der involverer sig fordi det giver en større mening for vedkommende
Free Spirit: Den legende explorer, hurtig sjov, spændende udforskning, det frie valg
Achiever: Collections, mastery, udfordringer
Player: Gaming the game, spiller spillet for at vinde!
Socialer: Det vigtigste er at hygge sig sammen med andre, komme hinanden ved motiverer!
Werbachs Pyramid of game elements
Det her er noget som vi som kulturinstitution kan lære noget af! Spillene gør det hele tiden giver feedback på ens handlinger og motiverer til yderligere handling! Men det skal være relevant og rettidig feedback! Det nytter ikke noget at vi kommer med en mail en uge efter handlingen og siger Good Job!
Et lille eksempel på et spil, skåret op i elementer