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No reproduction without author’s written permission – some images with Creative Commons license
PhotobyFoto_Michel
578’424
Homeless people in the USA (Jan 2014)
30.7%
Unsheltered
PhotobyJaviVelazquez
57’849
Homeless veterans in the USA (Jan 2013)
1 in 50
Children go homeless some nights in US
1 in 30
In 2013 (2.5 million)
PhotobyThomasHawk
Our Goal
To encourage more people to help
the homeless by using gamification
PhotobyDru!
Our Solution
Take a gamified approach to solving the issue of homeless
people with the support of a smartphone app
Photoby...
Target audience
Core: 25-35 years old, higher education, live in cities,
medium to high revenue, sensitive to social issue...
Attraction
Solve the lack of awareness
& knowing how to help
issues and attract people to
participate
Onboarding
Progressi...
Attraction
(integrated
communication
campaign)
Campaign
website &
SEO
Film introducing
the story of a
homeless person
& a ...
Mechanics Phase Core
motivations
Player type
focus
After registering in the app, first time participants receive a
thank y...
Mechanics Phase Core
motivations
Player type
focus
Encourage participants to promote the app by sharing posts
via social m...
Mechanics Phase Core
motivations
Player type
focus
Provide challenges in the app for which the player can either
commit to...
Mechanics Phase Core
motivations
Player type
focus
Encourage participants to share content they create about
“special mome...
Gamification for the homeless
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Gamification for the homeless

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Overview of an idea on how gamification could be used to help alleviate the issue of homeless people. Created for Level 2 Certification in Gamification of the Engagement Alliance.

Published in: Government & Nonprofit
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Gamification for the homeless

  1. 1. No reproduction without author’s written permission – some images with Creative Commons license
  2. 2. PhotobyFoto_Michel 578’424 Homeless people in the USA (Jan 2014) 30.7% Unsheltered
  3. 3. PhotobyJaviVelazquez 57’849 Homeless veterans in the USA (Jan 2013)
  4. 4. 1 in 50 Children go homeless some nights in US 1 in 30 In 2013 (2.5 million) PhotobyThomasHawk
  5. 5. Our Goal To encourage more people to help the homeless by using gamification PhotobyDru!
  6. 6. Our Solution Take a gamified approach to solving the issue of homeless people with the support of a smartphone app PhotobyKhaled How it works - When using the app, participants receive challenges to help the homeless, with a progressive level of difficulty. - Local charities and centres for the homeless distribute a card to the homeless, which people helping will be allowed to scan when they help. - By letting you scan his/her card, the homeless person allows you to prove you responded to a given challenge.
  7. 7. Target audience Core: 25-35 years old, higher education, live in cities, medium to high revenue, sensitive to social issues Potential barriers to action Lack of issue awareness Lack of time Not knowing how to help
  8. 8. Attraction Solve the lack of awareness & knowing how to help issues and attract people to participate Onboarding Progressively introduce the app’s interface, provide initial easy challenges & signal what you can do next Laddering Provide increasingly difficult challenges, immediate feedback & regular appointments Loyalty Profile expert players (fame), allow them to coach newbies & lead groups
  9. 9. Attraction (integrated communication campaign) Campaign website & SEO Film introducing the story of a homeless person & a call for people to help PR at national & regional level Online advertising campaign (AdWords, Facebook) Mailing to charities & existing volunteers Social media with regular content creation & community management Goals • Raise issue awareness • Show how one can help, even with little spare time • Encourage app download
  10. 10. Mechanics Phase Core motivations Player type focus After registering in the app, first time participants receive a thank you letter from the campaign committee with a “A home for All – I’m helping” sticker (Stuff reward) Onboarding Community Socialisers Introduce the user-interface of the app progressively and provide some easy initial challenges with immediate XP rewards and positive encouraging feedback Onboarding Autonomy All The app “learns” participants’ preferences regarding usage schedule/frequency/duration and preferred challenge type in order to provide tailored recommendations, appointments & challenges Onboarding n/a All Provide participants with XP (experience points) after helping a homeless person (see “what can we do” slide) when they scan the person’s card to prove they solved a challenge (e.g. “buy a homeless person some breakfast”) Onboarding, Laddering & Loyalty Meaning, Autonomy & Mastery Achievers Suggesting new ways to help the homeless (in app or on campaign website) All Meaning & Autonomy Explorers Provide a leaderboard (in app & on campaign website) with top participants & 5 participants above & below a given player. Also provides indications on how to progress and exhibits decay (encourages player loyalty) All Mastery Achievers
  11. 11. Mechanics Phase Core motivations Player type focus Encourage participants to promote the app by sharing posts via social media & email. By doing so, players receive Karma points which reinforces their social standing in the community and also trophies for special efforts (Social status rewards) All Community Socialisers The app provides regular challenges the player can take on, with suggestions on how to solve the issue (but player can be creative). Their difficulty increases with the player’s level and the participant receives variable rewards for fulfilling each given mission (proof by scanning homeless person’s card) All All Achievers & Explorers Move to next level as person has managed all challenges at current level and reached a certain XP level (Access reward) Laddering Mastery Achievers Allow participants to share the location of homeless people using smartphone GPS & in-app map. Finding new locations is rewarded with Karma points (to reinforce community recognition, a Social Status reward) Laddering Community Socialisers & Explorers Give players a sense of choice (choice perception) by suggesting one of two possible challenges at a given time Laddering Autonomy All Limit the number of challenges a participant can respond to in a given day with an invitation to return the next day (creates a desire to pursue the action) Laddering Mastery & Autonomy Achievers
  12. 12. Mechanics Phase Core motivations Player type focus Provide challenges in the app for which the player can either commit to some action to solve them or donate some funds to help. Because of this anchored juxtaposition, people will often do both Laddering Mastery & Autonomy Achievers In app progress bar shows the distance in XP for the player to reach the next level and obtain access to new, more difficult challenges Laddering Mastery Achievers Provide special “high reward” challenges which players can take on to receive extra XP amounts. These are limited in time with expiry countdown timers (creates sense of urgency) Laddering Mastery & Autonomy Achievers Provide badges & trophies for solving specific challenges, for participation frequency & duration, for being the first to manage something or doing something specific frequently. Awarded without prior notice (unexpected) Laddering & Loyalty Mastery Achievers Highlight the “players of the week” in the app and on the website, based on XP and Karma point progression Laddering & Loyalty Mastery & Community Achievers & Socialisers The app encourages ongoing participation by signalling new opportunities to help, setting appointments to ensure success by returning to the app, communicating to other players about a player’s status, sending reminders to the player Laddering & Loyalty Mastery & Community Achievers & Socialisers
  13. 13. Mechanics Phase Core motivations Player type focus Encourage participants to share content they create about “special moments” via the app when the help homeless people (photos, video…) Laddering & Loyalty Meaning & Community Socialisers Players at advanced levels can offer help to new players (coaching process) and receive Karma points for doing so (Social status reward) Loyalty Mastery & Community Achievers & Socialisers Allow participants to select a specific homeless person they want to follow & help over a given period of time. The app allows the player to define & track the homeless person’s needs with appointments (creates monitoring attachment) Loyalty Mastery & Autonomy Achievers & Socialisers Players at advanced levels in the campaign can create groups of participants (teams) within the app and become their action leader. Teams can choose to cooperate or compete in challenges provided by the app. Loyalty Mastery & Community Achievers & Socialisers Feature the most successful participants in app & on website (Status reward) Loyalty Community Achievers & Socialisers

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