This document discusses gamification and the quantified self movement. It begins by looking at elements of games like goals, scoring, and rules. It then considers whether common life activities like dating, taxes, jobs, and homes are like games. It also discusses considerations for gamification like single vs multiplayer, explicit vs implicit mechanics, and how gamification can be used at different user lifecycle stages. Finally, it outlines some keys to success for quantified self projects, including making measurement seamless, interactions insightful and fun, and leveraging different gamification approaches.

1. TM
Thoughts on
Gamification &
Quantified Self
May 2012
Mayfield© 2008 Proprietary and Confidential

2. Life as a Game?
Elements of a Game:
Goal / Objective: system or user defined?
Score: real-time, explicit feedback after every action or
decision
Rules to influence score, boundaries for play
How are the following like or not like a game?
Dating; Finding a mate?
Income Taxes?
Landing a job?
Buying a home?
Fundraising for your startup?
Updating your status on Facebook or Twitter?
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3. Gamification Considerations
Toolkit and Design Framework, not a Bolt-on or Panacea
Single Player vs. Multi-Player (social)
Single Player: achievements, leveling, quests, collecting, private scoring
Multi-Player: seven deadly sins motivators, public scoring and comparisons.
Collaborative vs. Competitive
Explicit vs. Implicit Gamification
Stats vs. Leaderboards
Private vs. Public
Behavior by Identity Type
Anonymous: YouTube comments, early Formspring
Authentic: Facebook
Psedonymous: X-box Live, Reddit, Fark.com
Gamification by User Lifecycle
Leveling curve design
New user onboarding – Levels 0-10 as tutorial
User engagement – getting users to “Grind”
User retention & conversion – Freemium; Iterative Give & Get (data and/or $)
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4. Quantified Self Keys to Success
Make it Seamless
Measurement and tracking can’t require upfront behavior change (low
friction, especially for less motivated users)
Continuous tracking
Accuracy vs. Good Enough
Make it Interactive
Insights, not Data
Alerts and Actions, not just Dashboards
Mobile vs. Online UX
Make it Fun
Leverage multiple dimensions of Gamification for different personalities
and “play types” – Single-player vs. Social/Multi-player, Private vs.
Public, etc.
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