Gamification - IDC

Report
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.

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