What is "gamification"? Is there a better term to describe the use of games in a serious context? How can motivational design be applied to office work? This presentation is a sneak-preview of Playrocket and how it is being applied in a call center.

1. Motivational Design
Tadej Gregorčič, Motiviti
twitter.com/tadej
motiviti.com
playrocket.com

2. Gamification
Elements usually found in games
used in “serious” contexts.

3. Gamification
“Modern User Interface Design”

4. Check in to earn points & badges

5. Check in to, perform challenges to earn real-life rewards

6. Badges and reputation

7. Health care

8. Health care

9. Health care

10. Education

11. Education

12. “Education”

13. Can anything be turned into a game?

17. Anything that can be
measured
can be made into a game.
- Jesse Schell

18. Games have become the only place in life
where utopian promises, incl. meritocracy
and a free market, are truly kept.
- McKenzie Wark

20. What about work?

21. Work
organizational purpose unclear
organizational purpose unclear
lackinspiration
lack of
of inspiration
individual goals uncertain
individual
goals uncertain
feedback missing or confusing
feedback missing or confusing
skills <> challenges
skills <> challenges
lack of control over work
lack of control over work

22. Work
organizational purpose unclear
lack of inspiration
Too easygoals uncertain
individual vs. too hard
feedback missing or confusing
skills <> challenges
lack of control over work

23. Gamers already perform every category of information
work imaginable - all in the course of digital play.

24. Play is not the opposite of work
Command Engage workers

25. Mihaly Czikszentmihaly
Flow

27. Call Center Work

28. Outbound Call Center
Max number of calls per day
Grinding
Reach daily goals
Boring & repetitive

29. Outbound Call Center
Hit “pause” to go to the toilet
Breaks deducted from salary
High pressure, negative motivation

30. Assembly line mentality
Therblig (Gilbreth in reverse)
Industry psychology

32. My progress: 23%
100% = daily quota defined by manager
# successful calls / daily quota

33. Team progress:
My progress: 23%
34 %
100% = total daily quota
# successful calls / daily quota

34. Operators earn badges
Example
200 calls per day
Best morning performance
First to start calling

35. 550
Operators earn points
Example
Any call = 1 point
Successful call = 15 points
Conversion (sale) = 60 points

36. 550
Virtual currency
Operators spend their
virtual gold inside
the game environment.

37. Avatars & Mirror Neurons

38. Avatars & Balanced Communication Style
Extroverts become less extrovert
Introverts become less introvert

39. John Bateman Team progress:
32 %
WORK SECRET GARDEN Hide
4 My progress: 33%
550 coupons

40. John Bateman Team progress:
32 %
WORK SECRET GARDEN Hide
4 My progress: 33%
550 coupons
Customize your avatar
Eyes Hair Extras
My color Save

41. Customize your avatar
Eyes Hair Extras
Custom player appearance
Each player picks their color
My color Save

42. Fields contain hidden coupons

43. Coupons for free lunch

44. Coupons for real rewards
30 minutes off
free coffee
lunch at a restaurant
vending machine credit

45. Admin console

46. Events - calls, sign-in, sign-out
Goals - max calls, max sales
Goal progress - % complete
Rewards - golden coins
Achievements - badges
Game world - marketplace for coins

47. Customizable
Define the conditions for a reward/achievement:
- event tracked
- time span (morning, afternoon, from-to hours)
- consecutive, every n-th occurence
- individual, competitive, team

48. Findings: Behavior
Cause & Effect
Better feedback
Operators can follow their own progress
Rewards are less subjective, more fair

49. Call Center Managers
Call Center: KPI driven business
Managers appreciate the extra stats
More granularity
Dynamic goal setting
Builds on their existing strategies.
No really new concepts.

50. Adjustments
My progress: 33 / 100 (33%)
vs.
My progress: 33%

51. Future
Garden grows based on progress
Plants, objects, buildings
Feeling of growth,
accomplishment

52. Future
My progress: 33%
Item growth on goal completion
A new item grows for each completed goal
Garden ownership
Showing off the garden to other offices

53. Future
Avatar customization
Special items awarded randomly
or when reaching levels
Scarcity - each item unique

54. What about boring hard work?
Stress.
Distractions.
Multi-tasking.
Information overload.
Work needs a better economy.
It helps the company. But how does it help me?

55. What about boring hard work?
Autonomy
Mastery
Purpose
Groups benefit when tacit knowledge
morphs into explicit knowledge.

56. Play is facilitated when complex tasks are
broken into more manageable units.

57. The Future of “Gamification”
“Just adding points” is not enough.
Understand the environment.
Use and reinforce existing positive
behavior.
Application + consulting

58. Extrinsic motivation
Badges, points, progress bars,
salary
Compelled

59. Intrinsic motivation
challenge + curiosity + control + fantasy +
competition + cooperation + recognition +
progress
Engaged

60. Extrinsic vs. Intrinsic
I get paid but the project never launches.

61. Extrinsic vs. Intrinsic
With non-trivial tasks, extrinsic motivation alone can have
a negative effect on productivity.
- FED (US), LBS (UK Business School)

62. Mechanics < Game

63. Mechanics + aesthetics +
technology + story

64. The real work begins after launch
Observing behavior.
Balancing.
Fine-tuning.
Setting goals.
Reward schedules.
(like with social games)

65. Games set their players goals and then make
attaining these goals interestingly hard.
- Margaret Robertson

66. Games are engagement engines. To design a game is to take
some thing - some basic enjoyable and/or satisfying interaction
- and carefully apply rules to help players maximize the
enjoyment and/or satisfaction they have with the interaction.
- Josh Knowles

67. Games are not fun because they are games. They are
fun when they are well-designed.
- Sebastian Deterding

68. Our best moments - those we say we enjoy the most -
occur when we’re voluntarily trying to accomplish
something difficult for which we have the right skills.
- Mihaly Czikszentmihalyi

69. Motivational Design
Tadej Gregorčič, Motiviti
twitter.com/tadej
motiviti.com
playrocket.com