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"Gamification, AI, Big Data, Réalité Augmentée... : les nouveaux métiers de l'IT "

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Depuis Skynet jusqu' à ØPP, tout en passant par Globule Bleu ou encore 123devis.com, Dominique Mangiatordi aura accumulé des expériences les plus diverses et porté une multitude de casquettes. Pour le Job It day, il parlera de sa vision sur l'évolution des métiers et l'attitude à adopter pour rester dans le courant sans pour autant se faire emporter.

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"Gamification, AI, Big Data, Réalité Augmentée... : les nouveaux métiers de l'IT "

  1. 1. THE AUGMENTED CUSTOMER BMMA – Jeux d’Hiver – 16 October 2018
  2. 2. Join me on Linkedin: https://www.linkedin.com/in/mangiatordi/
  3. 3. ANGLE 1 BIG DATA ANGLE 2 BHEVIORAL DESIGN ANGLE 3 GAMIFICATION ANGLE 4 AUGMENTED AND VIRTUAL REALITY ANGLE 5 CONVERSATIONAL CUSTOMER THE AUGMENTED CUSTOMER 5 ANGLES FOR A BETTER UNDERSTANDING S T A R T U P STUDIO BEHAVIORAL
  4. 4. BIG DATA = HYPER CUSTOMISATION COGNITIVE SCIENCE = HYPER INFLUENCE GAMIFICATION = HYPER ENGAGEMENT A/R, V/R = HYPER EXPERIENCE AI+ASSISTANTS = HYPER CONVERSATION
  5. 5. BIG DATA 1 unlimited content personalisation
  6. 6. BEHAVIOURAL DESIGN 2 understanding your digital customer’s insights
  7. 7. NEUROMARKETING & COGNITIVE BIAS
  8. 8. Do you believe your 
 decisions are always rational?
  9. 9. Can you identify the 
 hidden flaws in your own thinking?
  10. 10. There are more than 
 175 cognitive bias 
 that are affecting our 
 decisions and own thinking.
  11. 11. 4 problems that biases 
 help us address Information overload Lack of meaning Need to act fast What needs to be remembered for later?
  12. 12. 1. OVERLOAD
 We don’t see everything. Some of the information we filter out is actually useful and important.
  13. 13. 2. MEANING
 Our search for meaning can conjure illusions. We sometimes imagine details that were filled in by our assumptions, and construct meaning and stories that aren’t really there.
  14. 14. 3. ACT FAST
 Quick decisions can be seriously flawed. Some of the quick reactions and decisions we jump to are unfair, self-serving, and counter-productive.
  15. 15. 4. WHAT TO REMEMBER?
 Our memory reinforces errors. Some of the stuff we remember for later just makes all of the above systems more biased, and more damaging to our thought processes.
  16. 16. THINKING IS HARD. THAT’S WHY PEOPLE JUDGE.
  17. 17. COGNITIVE BIA #007
 FRAMING EFFECT 
 AND DECOY EFFECT People react to a particular choice in different ways depending on how it is presented; e.g. as a loss or as a gain.
  18. 18. COGNITIVE BIA #019 THE FORER (or Barnum) EFFECT Individuals give high accuracy ratings to descriptions of their personality that supposedly are tailored specifically to them, that are in fact vague and general enough to apply to a wide range of people.
  19. 19. In order to get anything done, we’re motivated to complete things that we’ve already invested time and energy in. The behavioral economist’s version of Newton’s first law of motion: an object in motion stays in motion. This helps us finish things, even if we come across more and more reasons to give up. See: Sunk cost fallacy, Irrational escalation, Escalation of commitment, Loss aversion, IKEA effect, Processing difficulty effect, Generation effect, Zero-risk bias, Disposition effect, Unit bias, Pseudocertainty effect, Endowment effect, Backfire effect
  20. 20. COGNITIVE BIA #020 THE SUNK COST FALLACY The Misconception: You make rational decisions based on the future value of objects, investments and experiences. 
 
 The Truth: Your decisions are tainted by the emotional investments you accumulate, and the more you invest in something the harder it becomes to abandon it
  21. 21. COGNITIVE BIA #021 Consumers place a disproportionately high value on products they partially created.
  22. 22. COGNITIVE BIA #021 CRYPTOMNESIA Cryptomnesia occurs when a forgotten memory returns without it being recognized as such by the subject, who believes it is something new and original.
  23. 23. Knowing this, it makes many high-profile accusations of plagiarism a little more understandable. In 1976, George Harrison was found guilty of "subconscious plagiarism" for his song "My Sweet Lord"
  24. 24. We reduce events and 
 lists to their key elements. 
 It’s difficult to reduce events and lists to generalities, so instead we pick out a few items to represent the whole. See: Peak–end rule, Leveling and sharpening, Misinformation effect, Duration neglect, Serial recall effect, List-length effect, Modality effect, Memory inhibition, Part-list cueing effect, Primacy effect, Recency effect, Serial position effect, Suffix effectStereotypical bias, Prejudice, Negativity bias, Fading affect bias
  25. 25. COGNITIVE BIA #022 PEAK-END EFFECT People judge an experience largely based on how they felt at its peak and at its end, rather than based on the total sum or average of every moment of the experience. The effect occurs regardless of whether the experience is pleasant or unpleasant.
  26. 26. We store memories differently 
 based on how they were experienced. 
 Our brains will only encode information that it deems important at the time, but this decision can be affected by other circumstances (what else is happening, how is the information presenting itself, can we easily find the information again if we need to, etc) that have little to do with the information’s value. See: Levels of processing effect, Testing effect, Absent-mindedness, Next-in-line effect, Tip of the tongue phenomenon, Google effect
  27. 27. COGNITIVE BIA #023 GOOGLE EFFECT According to the first study about the Google effect people are less likely to remember certain details they believe will be accessible online.
  28. 28. Great, how am I supposed to remember all of this?
  29. 29. Just remember these four truths 
 have problems of their own:
  30. 30. 4 categories / 4 problems COGNITIVE BIAS Information overload We delete key facts Lack of meaning We invent key facts Need to act fast We bypass key facts What to remember We change the facts
  31. 31. GAMIFICATION 3 understanding your digital customer’s engagement levers
  32. 32. You can discover more about a person in an hour of play than in a year of conversation. (Plato)
  33. 33. What’s WORLD’s CULTURAL best seller GOOD?
  34. 34. WHAT’s THE GAME WITH THE HIGHEST PRIZE MONEY?
  35. 35. PEAK ME UP Sell more. Have fun.
  36. 36. HAPPYBOARDING
  37. 37. What’s
 GAMIFICATION ?
  38. 38. Gamification is the best use of gaming techniques to create engagement or generate actions.
  39. 39. Sometimes, it is the best way to get out of a non-engaging environment. But it is not, or rarely, a game.
  40. 40. GAMIFICATION HELPS IN AN EXTRINSINC
 MOTICATION CONTEXT
  41. 41. EXTRINSINC MOTIVATION DOING SOMETHING TO GET OR AVOID SOMETHING ELSE WAITING AT 
 STARBUCK’s STUDYING WORKING 
 
 
 I WANT MY COFFEE! A JOB OR A DIPLOMA A WAGE
 
 BECAUSE
  42. 42. THE
 NUDGE EFFECT
  43. 43. GAMIFICATION IS POWERFUL IN AN INTRINSIC MOTIVATION CONTEXT
  44. 44. 72% or amateur runners are using a self motivation gamified app
  45. 45. FROM WITHIN AUTONOMY MASTERY PURPOSE FROM OUTSIDE COMPENSATION PUNISHMENT REWARD
  46. 46. quel est ce jeu ?
  47. 47. What are games doing better? 1. CLEAR OBJECTIVES 2. SCORE = PROGRESS INDICATOR 3. STORYTELLING 4. direct feedback 5. predictable and unpredictable REWARDS
  48. 48. GAMIFICATION = wrong term
  49. 49. HUMAN- FOCUSED
 DESIGN FUNCTION -FOCUSED
 DESIGN
  50. 50. APPLICATION FIELDS INTERFACES and USER EXPERIENCE TRAINING & MANAGEMENT MARKETING DAILY ACTIVITIES GAMIFICATION
  51. 51. DAILY ACTIVITIES GAMIFICATION FIELD #1 We now ‘play’ to remain engaged in so many activities… even quit smoking can be gamified.
  52. 52. HUMAN MANAGEMENT GAMIFICATION FIELD #2 Sales, project management, ideation, recruitment… new interfaces and old processes are reshaped to create more engagement thanks to gamification.
  53. 53. USER INTERFACES and UX/CX GAMIFICATION DOMAINE #3 To gamify an interface is to add engagement triggers where it makes sense.
  54. 54. MARKETING GAMIFICATION GAMIFICATION FIELD #4 Engaging clients into a progression, or via nudge effect, or other gamification techniques that will increase their experience and retention.
  55. 55. WHAT’s THE NAME OF THIS GAME?
  56. 56. EFFECTIVE
 GAMIFICATION
  57. 57. integration NORMAL END MASTERYSCAFFOLDINGONBOARDING THE PLAYER’S JOURNEY (Kevin Werbach) IDENTIFICATION
  58. 58. THE
 FIGHTERS
  59. 59. THE 
 COMPETITOR BE BETTER THAN THE OTHERS WHILE RESPECTING THE RULES RANKINGS awards LEVELS FRUSTRATIONS
  60. 60. THE 
 KILLER VICTORY AT ALL COSTS TITLES more than levels rankings are the world’s law
  61. 61. the
 ACHIEVERS
  62. 62. THE 
 COLLECTIONER MAKE PROGRESS, ALWAYS FEEDBACK LEVELS TRANSITION BADGES NEW LIMITS, MOVING OBJECTIVES
  63. 63. THE 
 EXPERT BE THE BEST I CAN feedback OBSESSION FOR OBJECTIVES LEVELS
  64. 64. THE
 EXPLORERS
  65. 65. THE 
 NAVIGATOR Explore, more and more! NEW FRONTIERS NEW POWERS milestones unlock HIDDEN ZONES
  66. 66. THE 
 Detective SOLVE, see things other don’t enigmas ‘out of the box’ learn unlock create
  67. 67. the
 SOCIALISers
  68. 68. the 
 COACH BE USEFUL find a place in a group indirect scoring or team scoring affective score
  69. 69. THE 
 ROCKSTAR Under social influence be popular be in the group conformity bia
  70. 70. WHAT’s THIS GAME?
  71. 71. EFFECTIVE
 GAMIFICATION
  72. 72. THE OCTALYSIS FRAMEWORK 8 CORE DRIVES
  73. 73. Yu KAI CHOU ‘actionable gamification’
  74. 74. #1
 EPIC MEANING 8 CORE DRIVES #8 LOSS AND AVOIDANCE #2
 ACHIEVEMENT #3
 CREATIVITY #4
 possession #5
 Social INFLUENCE #6
 SCARCITY #7
 UNPREDICTABILITY
  75. 75. CORE DRIVE 
 #1 EPIC MEANING
  76. 76. NAME THAT GAME
  77. 77. This is the drive where people are motivated because they believe they are engaged in something that is bigger than themselves.
  78. 78. GAME TECHNIQUE / MEANING THE EPIC STORY
  79. 79. GAME TECHNIQUE / MEANING ELITISM Allowing your users or customers to form a prideful group based on ethnicity, beliefs, or common interests makes them feel like they are part of a larger cause.
  80. 80. GAME TECHNIQUE / MEANING HUMANITY HERO If you can incorporate a world mission into your offerings, you can gain even more buy-in during the on-boarding process. The way this works is to tie the actions you want people to take to something that will make the world a better place.
  81. 81. GAME TECHNIQUE / MEANING BEGINNER’s LUCK This is the “Calling” in Epic Meaning & Calling. Calling makes people think they are uniquely destined to do something. And one of the Game Techniques that can introduce the sense of Calling is Beginner’s Luck.
  82. 82. #1
 EPIC MEANING 8 CORE DRIVES #2 #3 #4 #5 #6 #7 #8
  83. 83. CORE DRIVE 
 #2 ACHIEVEMENT
 -progression-
  84. 84. Where people are driven by a sense of growth towards a goal and accomplishing it.
  85. 85. This is also the most common implementation of gamification we see in the market, as most of the PBLs – points, badges, and leaderboards – appeal heavily to this drive.
  86. 86. GAME TECHNIQUE / ACHIEVEMENT POINTS
  87. 87. HOW ARE POINTS WORKING? 1. CUMULATED or exchangeable 2. TOTAL and intermediate scores 3. GOING UP and down 4. parallel currencies
  88. 88. GAME TECHNIQUE TOUNTING FLAG
  89. 89. PROBABLY THE BEST LEVER EVER. GAME TECHNIQUE / ACHIEVEMENT LEVELS
  90. 90. GAME TECHNIQUE / ACHIEVEMENT PROGRESS BAR
  91. 91. GAME TECHNIQUE / ACHIEVEMENT MILESTONE UNLOCK “when I achieved a major milestone in my career, no employer really opened up a new world for me. The only time new worlds opened for me, it was mainly when I left to join another firm, so I created my own milestone unlock scenario”.
  92. 92. GAME TECHNIQUE / INTERACTIVE PROGRESSION CHATBOTS
  93. 93. #1 8 CORE DRIVES #3 #4 #5 #6 #7 #8 #2
 ACHIEVEMENT
  94. 94. CORE DRIVE 
 #3 CREATIVITY
 STIMULATION
  95. 95. MAYBE THE MOST ‘NATURAL’ way to play. 
 Look at lego blocks.
  96. 96. NAME THAT GAME
  97. 97. CORE DRIVE 
 #4 possession
  98. 98. Wait, is this mine? I value it!
  99. 99. NAME THAT GAME
  100. 100. POKEMON GO? this is so “last week”…
  101. 101. GAME TECHNIQUE / OWNERSHIP THE GRUNT WORK
  102. 102. To own something in a collection game, you shall earn ‘money’ that increases the value perception of it. They both work together, and this is why the grunt work is efficient here. GAME TECHNIQUE / MEANING EXCHANGEABLE POINTS
  103. 103. CORE DRIVE 
 #5 social INFLUENCE
  104. 104. Social Conformity Social Popularity Social Relatedness Social Meaning/LOVE.
  105. 105. NAME THIS DATING APP
  106. 106. Behind this lever: envy, jealousy, friendship, relatedness, mentoring, …
  107. 107. GAME TECHNIQUE / SOCIAL INFLUENCE MENTORSHIP
  108. 108. GAME TECHNIQUE / ACHIEVEMENT THE ROCKSTAR EFFECT
  109. 109. A Snapstreak occurs when two people have sent each other Snapchats back and forth for more than three consecutive days. When you start a Snapstreak with someone, you’ll see a fire emoji next to their name in the app. The number next to the fire emoji indicates how long the Snapstreak has been going.
  110. 110. GAME TECHNIQUE / SOCIAL INFLUENCE quêtes de groupe
  111. 111. GAME TECHNIQUE / SOCIAL INFLUENCE SOCIAL TREASURES Les ‘trésors sociaux’ sont ceux que vous redistribuez à un ami, collègue, partenaire de jeu. Cfr Google Social Bonus
  112. 112. CORE DRIVE 
 #6 SCARCITY and curiosity
  113. 113. GAME TECHNIQUE 
 SCARCITY & IMPATIENCE APPOINTMENT 
 DYNAMICS
  114. 114. APPOINTMENT DYNAMICS smart korean 
 shopping center
  115. 115. GAME TECHNIQUE 
 SCARCITY & IMPATIENCE TORTURE BREAKS KEEP Or enforce the engagement while stopping or braking the player.
  116. 116. GAME TECHNIQUE 
 SCARCITY & IMPATIENCE
  117. 117. CORE DRIVE 
 #7 UNPREDICTABILITY
  118. 118. Me against the chance. (I’ll be stronger)
  119. 119. RANDOM FOOD DISTRIBUTION
  120. 120. WHAT GAME DID HE INVENT IN 1984? Alexey Pajitnov Ex-USSR secret services
  121. 121. TETRIS
  122. 122. Jessica Griggs
  123. 123. Tetris AS A CURE FOR POST- TRAUMATIC SYNDROMS Jessica Griggs
  124. 124. CORE DRIVE 
 #8 LOSS 
 AND AVOIDANCE
  125. 125. GAME TECHNIQUE / LOSS & AVOIDANCE EVANESCENT OPPORTUNITY
  126. 126. GAME TECHNIQUE / LOSS & AVOIDANCE EXPIRATION DATE Cognitive bia that gives you the illusion of a loss, even if you don’t really own something. See Farmville or Smurf Village, again
  127. 127. EPIC MEANING ACCOMPLISHMENT ENPOWERMENT OWNERSHIP SOCIAL INFLUENCE SCARCITY UNPREDICTABILITY AVOIDANCE WHITE 
 HAT BLACK 
 HAT
  128. 128. AUGMENTED REALITY 4 Add a new dimension to your customer experience
  129. 129. IA and CONVERSATIONAL CUSTOMER 5 Anticipate your customers needs and requests

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