Gamification & Design ID 405 | Aakash Johry | IIT Bombay Gamification - the use of game design principles and mechanics in non-game contexts - making technology more inviting by encouraging users to engage in desired behaviors Men like to aim! Image: Sustainable Sanitation Alliance Fold-it: Gamifying research Image: Fold-it portal Some interesting statistics - By 2015, 40% of Global 1000 organizations will use gamification as the primary mechanism to transform business operations - By 2014, 80% of current gamified applications will fail to meet business objectives, primarily due to poor design Source: http://www.gartner.com/technology/research/gamification/ Gamification v/s usability INCREASING MOTIVATION Psychology REMOVING FRICTION Usability Source: Anderson, S. P. (2011). Seductive interaction design: creating playful, fun, and effective user experiences. Pearson Education. Source: Anderson, S. P. (2011). Seductive interaction design: creating playful, fun, and effective user experiences. Pearson Education. Player Centered Design Efficiency Effectiveness Satisfaction Engagement User-centred design Player Centered Design involves the following steps: • Know your player • Identify the mission • Understand human motivation • Apply mechanics • Manage, monitor and measure Know your player - Player persona Source: Flurry Analytics, Electronics Software Association. Know your player http://www.gamerdna.com/quizzes/bartle-test-of-gamer-psychology Source: Kumar, J. M. & Herger, M. (2013). Gamification at Work: Designing Engaging Business Software. Identify the mission - Current and target scenario Identify the mission Current scenario: The majority of people take the escalator instead of the stairs Target scenario: We want people to take the stairs Mission: Encourage majority of subway passengers to take the stairs instead of the escalator in a fun and engaging way. Understand human motivation Motivation Ability Trigger Source: http://www.behaviormodel.org/ Case study 1: Foursquare - A mobile game, a way of exploring cities, a way of telling friends where you are, and a way of tracking where friends have been and who they have been co-located with Case study 1: Foursquare Game mechanics: points, badges, leadership board Motivation drivers: collecting, achievement Image: © Foursquare Case study 1: Foursquare Motivation driver: connecting Source: http://techinch.com/page:44 Case study 2: LinkedIn Game mechanics: Progress indicator Motivation driver: Feedback Case study 2: LinkedIn Game mechanics: network indicator Motivation driver: Connecting, feedback Game mechanics: endorsement buttons (communal discovery) Motivation driver: Achievement, feedback Some motivation drivers 1. 2. 3. 4. 5. Collecting Connecting Achievement Feedback Self-expression Some useful links for game mechanics: ‐ ‐ SCVNGR’s playdeck of game mechanics Gamification wiki: list of game mechanics Manage, monitor and measure Source: Kumar, J. M. & Herger, M. (2013). Gamification at Work: Designing Engaging Business Software. Don’t of gamification • Treating Gamification to be same as game design • Using Gamification to fix a bad business model/ poor design • Forcing users to play • Do no evil (ethical issues) • Don’t overdo e.g. Digg Selective bibliography • Kumar, Janaki Mythily and Herger, Mario (2013): Gamification at Work: Designing Engaging Business Software. Aarhus, Denmark, The Interaction Design Foundation. ISBN: 978-87-92964-06-9. Book available online at http://www.interaction-design.org/books/gamification_at_work.html • Anderson, S. P. (2011). Seductive interaction design: creating playful, fun, and effective user experiences. Pearson Education. • Høgenhaug, P. S. (2012, April 26). Gamification And UX: Where Users Win Or Lose. Retrieved from http://uxdesign.smashingmagazine.com/2012/04/26/gamification-ux-userswin-lose/ • Lindqvist, J., Cranshaw, J., Wiese, J., Hong, J., & Zimmerman, J. (2011, May). I'm the mayor of my house: examining why people use foursquare-a social-driven location sharing application. In Proceedings of the SIGCHI Conference on Human Factors in Computing Systems (pp. 2409-2418). ACM.