the New Black @ galynakey September 2014 10,000 hours TL;DR 40 - PowerPoint PPT Presentation

Gamification is the New Black @ galynakey September 2014

10,000 hours

TL;DR

40 Minutes  Gamification is FUN  YOU can do it!

Q: What is that you do? A: I write user documentation. Q: What’s that? A: Erm… I document software applications. Q: Oh, you are a developer? A: Not really. I write instructions. Q: Zzzzzzzzz A: I write user help. Q: Zzzzzzzzz A: Forget it.

Q: What is that you do? A: I gamify user learning experience. Q: Wow. How did you get into it?

Once upon a time… Disclaimer #1 Domain expertise and Wing Chun primeR

Disclaimer #2: abusing Games mechanics

Gamification Platforms Disclaimer #3: gamification platforms are not covered

Domain Masters Marc LeBlanc Kevin Werbach Jess Schell Richard Bartle Yu-kai Chou Amy Jo Kim Gabe Zichermann Jane McGonigal

40 Minutes  Gamification is FUN  YOU can do it!

gamification is… the use of game elements and game design techniques in non-game contexts Kevin Werbach

gamification is… the process of using game thinking and game dynamics to engage audiences and solve problems Gabe Zichermann

The Key is to think like a game designer

Game designers create immersive experiences that: A. Get players to play B. Keep players playing

A. Do you like playing games? B. And why do you keep playing games?

Mass Effect Trailer

Current Business Application  Marketing, Sales, Customer Engagement  HR, Productivity, Crowdsourcing  Behaviour change (health and wellness, sustainability etc.) Adopted from Kevin Werbach

Driving customer engagement Little Big Planet 3 Trailer My Starbucks Rewards

Improving grades- education Digitally Assisted Class

Driving behaviour change – social responsibility Augmented Reality

Driving behaviour change – wellness Piano stairs

FUN

Eight Kinds of Fun by Marc LeBlanc  Sensation  Fellowship Game as sense- Game as social pleasure framework  Fantasy  Discovery Game as make- Game as uncharted believe territory  Narrative  Expression Game as unfolding Game as soap box  Submission story  Challenge Game as mindless Game as obstacle pastime course

How is it done? – gamification towards solving the world’s greatest problems http://vimeo.com/9 094186

How is it done? – gamification towards promoting literacy http://teensummerchallenge.org

YOU

Gamification for Master Builders* Level 1: Define business objectives Level 2: Delineate target behaviours Level 3: Describe your players Level 4: Devise activity loops Don’t forget the fun Level 5: Boss Fight: Deploy the appropriate tools *Also known as 6D Gamification Design Framework by Dan Hunter and Kevin Werbach

Level 1: Define business objectives Why are we doing gamification?  We want to get new users gain foundational knowledge  We want to get our users make a habit of following installation instructions

Level 2: Delineate target behaviour What are our ‘win states’ and how do we know?  Background analytics  T-shirts to ship on completion  Certificates of completion printed  Something else?

Level 3: Describe your players What do we know about the players (traditional audience analysis) + motivation acting achievers killers players world socialisers explorers interacting Bartle’s Model of Player Types

Level 4: Devise activity loops Plan the player journey: engagement loop Motivation Action Feedback

Level 4: Devise activity loops Plan the player journey: mastery progression loop boss fight boss fight onboarding Ground 0

Level 5: Remember fun Tap into emotions!

Boss Fight: Deploy the appropriate tools The Pyramid of Elements* Dynamics Mechanics Components *adopted from Kevin Werbach

Dynamics: Big picture • Constraints • Emotions • Narratives • Progression • Relationships

Mechanics: Processes to drive game dynamics forwards • Challenges • Acquisition • Chance • Rewards • Competition • Transactions • Cooperation • Turns • Feedback • Win States • Resource

Components: Basic blocks for both game mechanics and dynamics • Achievements • Gifting • Avatars • Leaderboards • Badges • Levels • Boss Fights • Points • Collections • Quests • Combat • Social Graphs • Content • Teams Unlocking • Virtual Goods

Boss Fight: Deploy the appropriate tools What it might look like? – Conservative look

Boss Fight: Deploy the appropriate tools What it might look like? – Brave look

40 Minutes  Gamification is FUN  YOU can do it!

Thank You!