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Introduction to Game Thinking (Fluxible 2018)
The document introduces gamification and game thinking, which use game design elements to enhance user engagement and solve motivational challenges. It outlines three main approaches: game thinking as a thought model, a user journey, and a design process, emphasizing the importance of understanding user needs and behavior change. It also highlights the stages of the user journey, focusing on building a core learning loop and creating repeatable activities to foster user mastery.
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Introduction to Game Thinking (Fluxible 2018)
- 1. Intro to Game Thinking LennartNacke, PhD, Chief Cheerleader MotiviUX,Inc.andUniversityof Waterloo #flUXible2018 @acagamic motiviux.com
- 2. Who am I? GamefulDesigner, User Researcher, Associate Professor • Co-Founder of MotiviUX, Inc. • Director of the HCI Games Group at the University of Waterloo’s Games Institute • Associate Professor at the University of Waterloo www.motiviux.com
- 3. What is Gamification? An approachto systems design that uses game design elements to solve motivation and engagement problems. 15
- 5. Three Different Approachesto GameThinking 17 On today’s menu, we will discuss game thinking as 1.A thought model 2.A user journey 3.A design process
- 6. ThoughtModel Game Thinking asa Thought Model 18
- 7. GameThinking as aThought Model “Theuse of games and game-like approaches to solve problems and create better experiences.” – Andrzej Marczewski Game Thinking as an Umbrella Term • Playful/Gameful design • Serious games • Gamification • Simulation • Play/Games/Toys 19 Andrzej Marczewski. 2016. https://www.gamified.uk/gamification-framework/differences-between-gamification-and-games/
- 8. GameThinking as anUmbrellaTerm Andrzej Marczewski. 2016. https://www.gamified.uk/gamification-framework/differences-between-gamification-and-games/
- 9. Game-inspired/Playful Design Inspired by gamesbut without game elements 21
- 10. Serious Games 22 Games fornon-entertainment purposes like teaching, promoting a meaningful message, or creating real- world outcomes
- 11. Gamification Intrinsic and extrinsicmotivation with game elements 23
- 12. Simulation 24 A virtual representationof a real-world system (often for training purposes) without gameplay elements
- 13. Play/Games/Toys Playing is free-form, gameshave goals and rules, toys are the objects of play 25
- 14. UserJourney Game Thinking asa User Journey 26
- 15. Design for Skill-Building Yourusers needs and goals change over time. Know their journey and design with the journey in mind. 27Players Journey By Amy Jo Kim, see http://amyjokim.com/blog/2014/04/08/the-players-journey/ Your users learn your systems as a visitor first, then a newcomer, a regular, and finally they become experts or enthusiasts. Build a core learning loop first as a simple version of the regular user experience you are creating.
- 16. Stage 1: Discovery 28 Thisstage is for visitors or people who have not yet used your service or product, here you show your value proposition. What do most important early customers need to learn during Discovery? Amy Jo Kim. Game Thinking Explained. https://medium.com/@amyjokim/game-thinking-explained-fa6da3e8debb
- 17. Stage 2: Onboarding 29 Thisstage is for newcomers, who are using the product or service but need to learn and get value out of it quickly. What are the most important skills to develop / things to learn during Onboarding? Amy Jo Kim. Game Thinking Explained. https://medium.com/@amyjokim/game-thinking-explained-fa6da3e8debb
- 18. Stage 3: Habit- building 30 Thisis the hook or core loop in your application that the user keeps coming back to: a pleasurable, repeatable activity. What repeatable, pleasurable activity will pull people back for Habit-building? Amy Jo Kim. Game Thinking Explained. https://medium.com/@amyjokim/game-thinking-explained-fa6da3e8debb
- 19. FOCUS POINT:The LearningLoop How to create habit-building experiences • Cues and triggers • Internal, Situational, External, Engaged • What’s the internal trigger/urge/need that drives someone to seek out my product? • Repeatable pleasurable activity • Triggered by emotion • Internal urge or need • In games, we call this a core mechanic (a rule in action) • Skill-building feedback • Provide feedback and help players improve • Feedback loops to help people get better at core activity • Progress and investment • Show a progress and investment path • Allow users to customize, build, collect 31
- 20. Stage 4: Mastery 32 Ingames, this is the late/elder game; only your best customers experience this, building full customization and community. What powers, access, roles, or privileges can they earn/unlock for achieving Mastery? Amy Jo Kim. Game Thinking Explained. https://medium.com/@amyjokim/game-thinking-explained-fa6da3e8debb
- 21. A GameThinking Roadmapfor Products and Services In your design process, focus on your learning loop first, then create onboarding, then discovery, last mastery. 33 Amy Jo Kim. Game Thinking. https://gamethinking.io/
- 22. DesignProcess Game Thinking asa Design Process 34
- 23. Motivational Design andBehaviour Change Persuasive Design Motivational Design Gamification
- 24. Motivational Design andBehaviour Change Capability Motivation Opportunity Behaviour Thanks to Sebastian Deterding for the examples.
- 25. Motivational Design Process 1.Define target audience & behavior • Who has to change what behavior when, where, and how? 2. Understand target behaviours • Identify hurdles & enablers 3. Identify fitting theoretical mediators and behaviour change techniques 4. Define metrics for success 37http://codingconduct.cc/The-MAO-Model-Research-for-Behavior-Change
- 26. Behaviour chain example Example:How can I eat healthier food? EAT HEALTHY FOOD Thanks to Sebastian Deterding for the examples.
- 27. Behaviour chain example Example:How can I eat healthier food? EAT HEALTHY FOOD AVOID MINDLESS SNACKING Thanks to Sebastian Deterding for the examples.
- 28. Behaviour chain example Example:How can I eat healthier food? EAT HEALTHY FOOD AVOID MINDLESS SNACKING COOK HEALTHY FOOD Thanks to Sebastian Deterding for the examples.
- 29. Behaviour chain example Example:How can I eat healthier food? EAT HEALTHY FOOD AVOID MINDLESS SNACKING COOK HEALTHY FOOD SHOP HEALTHY FOOD Thanks to Sebastian Deterding for the examples.
- 30. Behaviour chain example Example:How can I eat healthier food? EAT HEALTHY FOOD AVOID MINDLESS SNACKING COOK HEALTHY FOOD SHOP HEALTHY FOOD PLAN HEALTHY MEALS Thanks to Sebastian Deterding for the examples.
- 31. How might weaddress… 43 Put hurdles/enablers here Put fitting design lens/category here Put desired change here (, using ) to achieve ? Thanks to Sebastian Deterding for the examples.
- 32. How might weaddress… 44 AVOID MINDLESS SNACKING Put fitting design lens/category here EAT HEALTHY FOOD (, using ) to achieve ? http://www.funkydesignspaces.com/plex/
- 33. How might weaddress… 45 AVOID MINDLESS SNACKING Put fitting design lens/category here EAT HEALTHY FOOD (, using ) to achieve ? http://getmentalnotes.com/
- 34.
- 35. Examples of GameMechanics 47https://www.gamified.uk/user-types/gamification-mechanics-elements
- 36. Examples of GameMechanics 48https://www.gamified.uk/user-types/gamification-mechanics-elements
- 37. SUMMARY OF GAMETHINKING Getin touch with us for gameful design made personal and to find out about our services at: http://motiviux.com/ 49 1.A thought model • Game thinking can be used as an umbrella term for all the different areas of working with games • Game thinking includes gamification 2.A user journey • Game thinking guides how your user experiences your product at different stages • You have to focus on creating a repeatable, pleasurable activity in your learning loop that is core to your system, product, or service 3.A design process • You have to understand the hurdles or enablers of behaviour change to build successful gameful user experiences
- 38. ThankYou Lennart Nacke lennart@motiviux.com www.motiviux.com Slides at:https://www.slideshare.net/acagamic