Thesis review Presentation
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This document summarizes the key elements of a thesis that used ethnographic methods to inform the design of a gamified system for domestic energy conservation. It outlines the background, research focus, methods, findings, contributions, limitations, and further research. The research used telephone interviews and in-home observation to develop player personas, scenarios, and stages of mastery to inform the player focus section of a gamification architecture. The analysis was informed by ethnomethodology. Key findings were that ethnographic data can be used to construct design tools and provide empirical research for gamification. Limitations included a small convenience sample and little prior research in this area.
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Thesis review Presentation
- 1. Beyond Keywords: Ethnographic Methods to Inform the Design of a Gamified System for Domestic Electricity Conservation Andrew Harvey Thesis Review May 2014
- 3. Points Levels Leaderboards Badges Background Gamification“the use of game design elements in non-game contexts”(Deterding, 2011, p. 9)
- 4. Gamification Background • Player Focus – Player Types – Player Stories – Stages of Mastery • System Focus – Objectives – Metrics – Integration with Technology • Activity focus – Mechanics • Elements – Points – Levels – Leaderboards – Badges – Dynamics – Activity Loops • Engagement loop • Progression Loop – Win Conditions Gamification Architecture (Zichermann, 2013) Acts as a system blueprint
- 5. Gamification Background • Player Focus – Player Types – Player Stories – Stages of Mastery • User-Centered Design – Personas – Scenarios Design Ethnography
- 6. Designing Technology Background (Jacobs et al., 2008) (Faily and Flechais, 2011)
- 7. Designing Technology Background Ethnographic Research Player Focus Gamification Architecture ? • Player Types/Personas • Player Stories/Scenarios • Stages of Mastery
- 8. Research Focus Overall Research Problem How are ethnographic methods used to inform the Player Focus section of a Gamification design architecture for domestic energy conservation? 1. How are Player Focus Gamification architecture elements derived from telephone data? 2. How are additional Player Focus Gamification architecture elements derived from in- home data?
- 9. Method Ethnographic Research • Interviews • Direct observation • Ethnomethodologically focused analysis Construct Design Tools • Personas • Scenarios • Stages of Mastery Reflect on Methods • Ethnomethodologically reflexive dissertation • Why ethnomethodology? – Description of researchers methods – This is aligned with traditional EM work that sought to analyse the methods of sociologists by turning the resources for achieving sociology into topics of enquiry themselves (Heritage, 1984; Ritzer, 2008). • EM focus demystified the arrows in diagrams
- 10. Phase 1: Telephone • 10 Participants • 44 Scripted interview questions – 10 Demographic – 11 Technology use – 23 Energy Use • 20-30 mins - average length • Recorded and transcribed Phase 2: In-Home • 3 households • Standardised interview • Walk around inventory/observation Method Ethnographic Research
- 11. Phase 1: Telephone Analysis Scenario 1 Use the system to examine energy use Scenario 2 Challenging another user to an energy saving competition Stages of Mastery Novice Problem Solver Expert Master Visionary
- 12. Phase 1: Telephone Analysis Transcript 5 Lines 65-74 Andrew:ok fair enough ok so um would you please tell me about your social media use so which social media sites do you use? John: In what way Andrew:umm John: When you mean social media Andrew:ok, do you use any sites such as Facebook or Twitter or Google Plus? John: Um Facebook, I’ve got an account but don’t use it I’ve got a few friends on there, basically if I’m going to contact someone I’ll jump on the telephone and ring them have a chat, mainly because my typing skills are not that good Andrew:ok
- 13. Phase 1: Telephone Analysis Transcript 8 Lines 57-60 Andrew: alright and do you use social media, any social media websites Bec: like Facebook Andrew: yes Bec: yep occasionally I’ll log on but not very much Request for Clarification (Hutchby and Wooffitt, 2008)
- 15. Phase 1: Telephone Analysis “Video Analysis Wall” (Schuler and Namioka, 1993 p 149)
- 16. Phase 1: Telephone Analysis Scenario 1 Use the system to examine energy use James picks up the device after seeing an advertisement for an electricity company on television which stated that the average house uses 12 kilowatt hours a day. He taps on the “Energy Use” button and looks at the graph of his use for the day. James then selects ‘Monthly View’ which displays a line graph of his energy use over the last six months. Having a fast paced life; he likes the graphs and concise ways of showing his electricity use information. James is able to get a quick understanding of his electricity use relative to his historic use.
- 17. Phase 1: Telephone Analysis Stages of Mastery Novice Problem Solver Expert Master Visionary Expert James is familiar with his specific energy behaviours that have significant impact on the system. James doesn’t spend hours on the system exploring understanding its ins and outs. He just knows the specific areas of it which benefit him the most. He demonstrates his familiarity with the system by not requiring instructions on the system tasks. Novice James is unsure of both the system and its functions. He is eager to save energy, but, he is unsure what exactly he can do to save energy. James begins experimenting by turning appliances off and on and viewing their effects on the device.
- 20. Phase 2: In-home Analysis Ethnographic Research • Interviews • Direct observation • Ethnomethodologically focused analysis Construct Design Tools • Personas • Scenarios • Stages of Mastery Reflect on Methods (Accounts) • Ethnomethodologically reflexive dissertation • Why ethnomethodology? • Description of researchers methods • This is aligned with traditional EM work that sought to analyse the methods of sociologists by turning the resources for achieving sociology into topics of enquiry themselves (Heritage, 1984; Ritzer, 2008). • EM focus demystified the arrows in diagrams
- 21. Findings Overall Research Problem How can ethnographic methods inform the Player Focus of a Gamification design architecture for domestic energy conservation? 1. How are Player Focus Gamification architecture elements derived from telephone data? 2. How are additional Player Focus Gamification architecture elements derived from in- home data? Ethnographic Research Player Focus Gamification Architecture ?
- 22. Findings • Ethnographic Research – Conduct telephone interviews and transcribe – Ethnomethodologically focused analysis – Identify common themes/points of interest • Player Focus – Group relevant themes together into personas – Identify regular actions as scenarios – Construct a persona narrative – Identify persona based stages of mastery – Use the EM notion of accounts to develop stages of mastery 1. How are Player Focus Gamification architecture elements derived from telephone data?
- 23. Findings 2. How are additional Player Focus Gamification architecture elements derived from in-home data? • Visual elements – Design artefacts – Exemplify persona traits
- 24. Contribution • Ethnomethodologically informed analysis to construct design tools of personas, scenarios, and stages of mastery -> Player Focus section of a Gamification Architecture. • Demystified the overlooked ‘arrows’ • Provided empirical research in Gamification design
- 25. Limitations • Sample is a convenience sample. – Time constraints – Resource constraints • Two participants withdrew from the in-home phase • New area of research – comparatively little published on the topic of Gamification
- 26. • Ethnographic data to inform other areas of Gamification design • Empirical research - Gamification on energy conservation behaviour Further Research
- 27. Now: Thesis Review Milestone 2 weeks to make changes Submit: 2 June - Latest Next steps Timeline
Editor's Notes
- In order to design these systems we need something called a Gamification Architecture
- Player focus – Who its for System Focus – What it does Activity focus – How it does it My interest – Player focus, and specifically, how, how can it be developed
- Player Types – Categories/representations of intended users Player Stories – reflect the journey of the player in real life Stages of Mastery – outline the progression of the player through the system Personas – Rich descriptions of typical users to help guide design Scenarios - fictional story that is used to exemplify aspects of the system design User centered design can informed by ethnographic data Gamification Player Focus is still being explored and the specific methods to inform that secion remain underexplored at this stage Therfore I decied to use ethnographic methods, similar to the user centered design For UCD the standard method of gathering user information is ethnography At this stage in Gamification, there is no standard method for gathering player information to create the player focus section. Therfore I decided to use ethnographic research to accomplish this
- Flow charts illustrate the process of persona and scenario design But what is underexplored is the arrows between these elements – the “how” – how is it achieved moving from one step to the next
- 3 main parts to this research Conduct ethnographic research Construct the design tools and Player Focus from that research Reflect on those methods to demystify the “arrows” Reflexivity - object or behavior and the description of this cannot be separated one from the other
- Output of the telephone data analysis was these three personas Each of these personas had narratives written for each scenario Also, each persona had stages of mastery developed which reflected its envisioned behaviour
- Now I’ll quickly take you through the methods used in the analysis With an example from the persona James – The Clarification Seeker Inserted sequence is seeking clarification It is initiated with John’s request for clarification This was a common occurrence in the data
- By focusing on the structure and sequence of the interview the theme of seeking clarification emerged from the data. This was operationalized in the persona….
- These two examples of seeking clarification were part of several that contributed to James – The Clarification Seeker The next step was to create the scenarios and stages of mastery from the personas
- I mapped out my thoughts constantly referring to the personas to the left in order to develop narratives for the scenarios Video Analysis Wall - which uses a wall or whiteboard to construct a collage of ideas, issues, and design opportunities
- Closeup of the mapped out ideas that led to the creation of one scenario narrative for James’s persona. This really followed the theme of specificity and intuition which I believe are displayed by a clarification seeker.
- The stages of mastery used the EM notion of accounts to construct the various stages. Each stage was crafted with the specific accounts that a Clarification Seeker would produce to demonstrate that level of Mastery with the system.
- The analysis covered the first two sections of the research The next section is where the dissertation, as a reflexive ethnomethodological undertaking, provides reflection and demystifies the “arrows” Reflexivity - object or behavior and the description of this cannot be separated one from the other
- The elements are derived in the form of visual elements The visual elements that I could spot and introduce to the interview that participants might miss or talking on the phone may not introduce These elements are used in the personas as additional visual artefacts that exemplify persona traits To give designers concrete empirical evidence of the behaviours
- The dissertation itself, as an ethnomethodologically undertaking demystifies the overlooked arrows by providing a detailed description of the methods used in this research to achieve the Player Focus section of a Gamificaion architecture.
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