The document discusses how game-like elements can enhance the user experience in specific locations by fostering a sense of place through design science research and augmented reality gamification. It outlines the relationship between place attachment, gamification, and service marketing, emphasizing the value created through interactive and engaging experiences. Examples of user feedback highlight the effectiveness of gamified experiences in facilitating appreciation of artwork in a more enjoyable and informative manner.

1. 1
Nikolche Vasilevski, James Birt
Towards Optimizing Place
Experience using Design
Science Research and
Augmented Reality
Gamification

2. 2
What determines whether adding game-like
elements increases sense of place, and how the
designers optimize for successful outcomes?
Study statement?

3. 3
Place
…location that has a meaning…* * (Tuan 1979; Ryden, 1993)

4. 4
Sense of Place (SoP)
*(Canter, 1991; Jorgensen &
Stedman, 2001; S. M. Low,
1992; Ryden, 1993; Shamai,
1991; Tuan, 1979, Hausmann
et al. 2016 ,Bowser et al. –
2013, Dempsey & Burton,
2012, Phillips, 1996)
psychological bond between human beings and a physical location*
affective
conativecognitive
Place
attachment
Place identity
Place
dependence
SoP

5. 5
Service Marketing
S-D Logic
(Vargo and Lusch, 2004, Vargo et al., 2010)
Service package model
Resources
Value
Service (system)

6. • service systems that generate gameful experiences, where the core service is providing hedonic experiences, and
enabling service is the interaction with the player. (Huotari and Hamari, 2016)
• …service systems, in that they constitute a combination of both operand and operant resources, which are
integrated to develop an offer (value proposition) to potential users. (Warnaby and Medway, 2015, p. 417)
Games as service systems
Places as service systems
6
GAMIFICATIONS-D Logic

7. 7
Defining Gamification
Gamification refers to a process of
enhancing a service with affordances for
gameful experiences in order to support
users’ overall value creation. (Huotari &
Hamari, 2016)
Gamification is the use of game design
elements in non-game contexts. (Deterding
et al., 2011)
Gamification as a process… (Werbach, 2014)

8. 8
Micro-location and
Gamification
Vasilevski N, Brand J, Birt J: Analysing micro-location
beacon gamification: scenarios, types and characteristics.
In: Proceedings of the 30th Australian Conference on
Computer-Human Interaction, pp. 484-489. ACM, New
York (2018).
http://dx.doi.org/10.1145/3292147.3292210

9. 9
Augmented Reality
(Milgram & Kishino, 1994)Simplified representation of a "virtuality continuum"
1) It combines real and virtual content
2) It is interactive in real time
3) It is registered in 3D
(Azuma, 1997)

10. Study Design Design science
10
• Design science research methodology (Hevner et al., 2004)
Iteration 1 Iteration 4

11. 11
“ I like the simplicity of it, and it’s
clear.... it seems like it would be easy
to use and that anyone could use it.
”

12. 12
Research Framework“ I thought this app conducted a very
interesting tour of the artwork and I
definitely would not have taken time to
appreciate this artwork otherwise.
”

13. 13
“ It is simple to operate but very
interesting, because it is just like a
game.
”

14. 14
“
Without the app I wouldn't know where
to start with looking at the artwork and I
wouldn't know what they mean or the
history of the artwork or the artists. It
was enjoyable, informative and engaging.
”

15. 15
https://nikvasi.com/corriganwalkapp/