Presentation slides for Ubi-MUI'11 at ACM MM'11

1. Gamifying Intelligent Environments
Yefeng Liu
Todorka Alexandrova
Tatsuo Nakajima
www.dcl.info.waseda.ac.jp/~yefeng
yefeng@dcl.info.waseda.ac.jp
Computer Science Dept.
Waseda University
Tokyo, Japan
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2. User Engagement in Intelligent Environment
How and why people develop relationship with Intelligent
Environments (i.e., services / platforms) across multiple interactions.
Yefeng Liu, et al. Gamifying Intelligent Environments, Ubi-MUI at ACM MM’11, Nov 28 - Dec 1, Scottsdale, Arizona, USA 2
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3. Challenge: User Incentives
Understand and design for more engaging experiences: how to engage
and direct the participants’ attention to useful purpose?
Yefeng Liu, et al. Gamifying Intelligent Environments, Ubi-MUI at ACM MM’11, Nov 28 - Dec 1, Scottsdale, Arizona, USA 3
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4. #I. Social psychology motivations
Taking advantage of the positive Social Facilitation
and avoiding the negative Social Loang
Yefeng Liu, et al. Gamifying Intelligent Environments, Ubi-MUI at ACM MM’11, Nov 28 - Dec 1, Scottsdale, Arizona, USA 4
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5. #2. Economic Incentives
Give money or any other commodity that users consider
valuable: Easy, Strait forward, (almost) always works
Yefeng Liu, et al. Gamifying Intelligent Environments, Ubi-MUI at ACM MM’11, Nov 28 - Dec 1, Scottsdale, Arizona, USA 5
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6. #2. Economic Incentives cont.
User trend to cheat for better pay.
Yefeng Liu, et al. Gamifying Intelligent Environments, Ubi-MUI at ACM MM’11, Nov 28 - Dec 1, Scottsdale, Arizona, USA 6
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7. # Gamication
To incentivize non-game system users to have so-called
game-like behavior by integrating game mechanics and
game-play elements into those non-game applications.
Yefeng Liu, et al. Gamifying Intelligent Environments, Ubi-MUI at ACM MM’11, Nov 28 - Dec 1, Scottsdale, Arizona, USA 7
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8. Gamication Loop
Build Point system: set clear and small goals -> give rewards when
challenge is achieved -> show the achievements via leader board/
badges -> change virtual status on social networks.
Yefeng Liu, et al. Gamifying Intelligent Environments, Ubi-MUI at ACM MM’11, Nov 28 - Dec 1, Scottsdale, Arizona, USA 8
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9. Yefeng Liu, et al. Gamifying Intelligent Environments, Ubi-MUI at ACM MM’11, Nov 28 - Dec 1, Scottsdale, Arizona, USA 9
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10. Q: Why there are so many kimono grils on the street today?
LE1: They were attending the “seijin-shiki”, but I dont know its eng name, sorry.
Translation Local Information
LE2: Today is the Coming-of-age day, youth are 20 years of age need to attend a
very special ceremony.
“What does this sign say? Are “Why there’re so many kimono girls
ties not allowed in this restaurant?” on the street today?”
UbiAsk: Real-time Location-based Q&A
via Social Media
Ubiask provides local Q&A and image search functionality in near-real-time
by engaging social media users as a workforce. Gamification and social
psychology are used to successfully incentivise the crowd workers.
Yefeng Liu, et al. Gamifying Intelligent Environments, Ubi-MUI at ACM MM’11, Nov 28 - Dec 1, Scottsdale, Arizona, USA 10
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11. Requester Requesters Crowdworkers Proxy server
use mobile apps routes the requests
to quickly create to appropriate
a task and send it
to server. Crowdworkers
A task is a etc. via mobile emails
etc.
question that and various social
incorporates an media platforms
image (using
phone camera)
API
etc.
Location-based Result Data Representation & Reusage
Location-based results are visualized with social mapping
tools and social augmented reality services, resulting in a useful
information pool for public use.
Yefeng Liu, et al. Gamifying Intelligent Environments, Ubi-MUI at ACM MM’11, Nov 28 - Dec 1, Scottsdale, Arizona, USA 11
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12. User Studies
19 Requesters: mostly short term travelers from Western countries visiting Japan
36 Work Users: ordinary English + Japanese speaking residents in Japan
From Jan 2011 – Mar 2011
Work Users were divided into
3 sub-groupsto test three different
incentive mechanisms:
1. Location based leaderboard (game)
2. Social incentives: rapid feedback
3. Control group
!
Yefeng Liu, et al. Gamifying Intelligent Environments, Ubi-MUI at ACM MM’11, Nov 28 - Dec 1, Scottsdale, Arizona, USA 12
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13. Incentives Comparison Results:
Best contributors were motivated by intrinsic incentives rather
than the extrinsic incentives we provided.
For less self-motivated users, the incentive systems provided
significant extra motivation.
However, the differences between to incentive mechanisms is
not statically signification to tell which one is better.
Yefeng Liu, et al. Gamifying Intelligent Environments, Ubi-MUI at ACM MM’11, Nov 28 - Dec 1, Scottsdale, Arizona, USA 13
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14. EcoIsland: Persuasive application for
motivating users to reduce CO2 emissions
Yefeng Liu, et al. Gamifying Intelligent Environments, Ubi-MUI at ACM MM’11, Nov 28 - Dec 1, Scottsdale, Arizona, USA 14
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15. User Studies
6 families, 20 people, 4 weeks.
In the beginning of the first week, a simple electricity usage
meter was equipped on the participant’s air heater. During the
first week, participants measures the energy consumption before
using EcoIsland.
Yefeng Liu, et al. Gamifying Intelligent Environments, Ubi-MUI at ACM MM’11, Nov 28 - Dec 1, Scottsdale, Arizona, USA 15
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16. Results
In the survey, 17 out of 20 participants said that they were more
conscious of environ- mental ecology after the experiment than
before.
From the air heater electricity usage, there was no statistically
significant correlation with the reported activities.
Yefeng Liu, et al. Gamifying Intelligent Environments, Ubi-MUI at ACM MM’11, Nov 28 - Dec 1, Scottsdale, Arizona, USA 16
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17. Implications
Gamification is a way to improve user’s engagement of a service,
however, it only provides secondary support to the main
system functionality.
It is impossible to magically shift user’s behavior via gamification when
the main services of the system cannot attract user’s interests at all.
Yefeng Liu, et al. Gamifying Intelligent Environments, Ubi-MUI at ACM MM’11, Nov 28 - Dec 1, Scottsdale, Arizona, USA 17
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18. Implications cont.
Other than adding game mechanics, building the application with an
actual game-like surface is also important to prosper gamified
system. Designer should build the system as a fun application to
interact (play) with.
Yefeng Liu, et al. Gamifying Intelligent Environments, Ubi-MUI at ACM MM’11, Nov 28 - Dec 1, Scottsdale, Arizona, USA 18
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19. Thank You
Yefeng Liu
www.dcl.info.waseda.ac.jp/~yefeng
yefeng@dcl.info.waseda.ac.jp
11年11月25日星期五