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THINKING
GAMIFICATION
FOR PRODUCT
MANAGERS
- BY HRISHIKESH KUNTE,
MBA UCBERKELEY, GAP, CPM, GAMIFICATION EXPERT
E:HRISHIKESHKUNTE@GMAIL.COM
COPYRIGHTS HRISHIKESH ANIL KUNTE
WHAT EXACTLY IS
GAMIFICATION?
A BUZZ WORD?
JUST ANOTHER NEW TERM?
A FAD?
MAGIC WAND WHICH ADDS FUN?
OR IS IT CREATING A GAME?

COPYRIGHTS HRISHIKESH ANIL KUNTE
SCIENTIFICALLY

GAMIFICATION IS THE USE OF GAME
THINKING AND GAME MECHANICS IN A
NON-GAME CONTEXT TO ENGAGE USERS
AND SOLVE PROBLEMS

COPYRIGHTS HRISHIKESH ANIL KUNTE
SCIENTIFICALLY
GAMIFICATION IS THE USE OF GAME

THINKING AND GAME MECHANICS IN A
NON-GAME CONTEXT TO ENGAGE USERS
AND SOLVE PROBLEMS

COPYRIGHTS HRISHIKESH ANIL KUNTE
SCIENTIFICALLY
GAMIFICATION IS THE USE OF GAME

THINKING AND GAME MECHANICS IN A
NON-GAME CONTEXT TO ENGAGE USERS
AND SOLVE PROBLEMS

COPYRIGHTS HRISHIKESH ANIL KUNTE
GAME DESIGN ELEMENTS
GAME
MECHANICS
100 PTS

POINTS

Drive, measure, & reward
high value behaviors
with smart gamification

LEVELS

COPYRIGHTS HRISHIKESH ANIL KUNTE
GAME DESIGN ELEMENTS
REPUTATION
MECHANICS

LEADERBOARDS

Elevate user status across
all your communities
of engagement

BADGES

COPYRIGHTS HRISHIKESH ANIL KUNTE
GAME DESIGN ELEMENTS
SOCIAL
MECHANICS

FEEDBACK

Socialize, recommend,
and notify users about
contextually rich behaviors

CHALLENGES

COPYRIGHTS HRISHIKESH ANIL KUNTE
LEADS TO SAPS

STATUS
ACCESS
POWER
STUFF
COPYRIGHTS HRISHIKESH ANIL KUNTE
GETTING STARTED

1. PROVIDE REWARDS
2. IMPLEMENT PROGRESS BAR
3. USE VIRTUAL CURRENCY
4. PIT THE PLAYERS AGAINST EACH OTHER

COPYRIGHTS HRISHIKESH ANIL KUNTE
CORE GAME ENGAGEMENT
LOOP
ENGAGEMENT

MOTIVATION

COPYRIGHTS HRISHIKESH ANIL KUNTE
PLAY

GAMES

COPYRIGHTS HRISHIKESH ANIL KUNTE
SIMPLY PUT

COPYRIGHTS HRISHIKESH ANIL KUNTE
GAME = STORY

INTERMISSION

START

END
FILM STORY

COPYRIGHTS HRISHIKESH ANIL KUNTE
PRODUCT = STORY

BECAUSE :
GAME = STORY
GAME = PRODUCT
PRODUCT = STORY

COPYRIGHTS HRISHIKESH ANIL KUNTE
PRODUCT MANAGER = STORY TELLER

COPYRIGHTS HRISHIKESH ANIL KUNTE
WHERE PRODUCT LACK ?
GAME

PRODUCT
USERS

PLAYER
RULES

ACTIONS

ACTIONS

PERFORMANCE

PERFORMANCE
SKILLS -> TIME

GOALS

GOALS

COPYRIGHTS HRISHIKESH ANIL KUNTE
WHAT IF?

COPYRIGHTS HRISHIKESH ANIL KUNTE
8 CORE GAME
PRINCIPLES A PRODUCT
MANAGER SHOULD
CONSIDER

COPYRIGHTS HRISHIKESH ANIL KUNTE
1.KNOW YOUR TARGET AUDIENCE
COPYRIGHTS HRISHIKESH ANIL KUNTE
PLAYER TYPES
KILLERS'

ACHIEVERS)

Engaged'by:'
Leaderboards,"Ranking,"
Compe77on,"Power"

)
Defined)by:)
A""focus"on"a*aining"
status"and"achieving"
preset"goals"quickly"and/
or"preset"goals."
)
Engaged)by:)
Achievements,"Pursuit"of"
Excellence"

SOCIALITES)

EXPLORERS(

'
Defined'by:'
A"focus"on"winning,"rank"
and"direct"P2P"
compe77on."
'
'

!
Defined)by:)
A!focus!on!socializing!
and!a!drive!to!develop!a!
network!of!friends!and!
contacts.!
!
Engaged)by:))
Info8feeds,!Friends,!Chat,!
Rela>onships!

(
Defined(by:(
A"focus"on"exploring"and"a"
drive"to"discover"the"
unknown."
(
Engaged(by:(
Discovery,"Obtaining"
Knowledge"
"
COPYRIGHTS HRISHIKESH ANIL KUNTE
2.EASY TO ONBOARD,HARDER TO MASTER
COPYRIGHTS HRISHIKESH ANIL KUNTE
3.BREAK MONOTONY
COPYRIGHTS HRISHIKESH ANIL KUNTE
MASTERY

PRO

HABIT-BUILDING

INTERMEDIATE

ON-BOARDING

NEWBIE

4. DESIGN FOR 3 STAGES OF USER LIFE CYCLES
COPYRIGHTS HRISHIKESH ANIL KUNTE
BUILD FUN IN THE CORE ACTIVITY LOOP

5.DESIGN FOR PERSONAL + SOCIAL NEEDS
COPYRIGHTS HRISHIKESH ANIL KUNTE
POSITIVE EMOTIONS RELATIONSHIP MEANING ACCOMPLISHMENT

6.FEEDBACK N PROGRESSIVE GOALS
COPYRIGHTS HRISHIKESH ANIL KUNTE
7.DESIGN FOR ENGAGEMENT/FLOW

COPYRIGHTS HRISHIKESH ANIL KUNTE
THE FLOW

COPYRIGHTS HRISHIKESH ANIL KUNTE
HUMAN TEMPERAMENTS

COPYRIGHTS HRISHIKESH ANIL KUNTE
8.INTRINSIC VS EXTRINSIC MOTIVATION

COPYRIGHTS HRISHIKESH ANIL KUNTE
THANK YOU
HRISHIKESH KUNTE

E:HRISHIKESHKUNTE@GMAIL.COM

P.S. GAMIFICATION IS GOOD ONLY IF ITS
A SUSTAINED EFFORT IN ORDER TO
SOLVE A PROBLEM
COPYRIGHTS HRISHIKESH ANIL KUNTE

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Thinking Gamification for Product Managers