Enterprise Gamification of the Employee Development process at an Infocom Consultancy Company Kristoffer Frang Robin Mellstrand
Enterprise Gamification
Oct 28, 2014
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Enterprise Gamification of the Employee Development process at an Infocom Consultancy Company
Kristoffer FrangRobin Mellstrand
70% of the worlds 2000 largest organisations will have at least one gamified platform by 2014
Gartner (2011)
$120M (2011) -> 1.6Bn (2015) Low engagement for the employee development process
RQ2Develop a proof of concept of a game layer for the competence model
RQ1What is gamification and how does it work?
February
June
February
June
60 Million Users70 Million in-game hours / week
5,93 million in-game years(!)
The Explosion of Games
3,3 millions hours per day40 million monthly active users
Gamers play WoW, Angry Birds and Farmville each year as much as all the Swedish people spend at work.
~
Gamers are Everywhere
GAMIFICATION
Gamification to Engage!
Gamification Definition
What is a Game?
Why does Games Work?
Direct Feedback
Game Structure
Effort
What is a Game?
Intrinsic Motivation
Yahoo AnswersOver 9 millions answered questions
S&H Green Stamps”licking frenzy”
Facebook Likes65 million likes every day(2010)
LinkedIn Progress Bar
Real Awards vs. Perceived Awards
Alieved Fear
Alieved Happiness
Short Feedback Loop
Feedback
StructureEffort Result- Development - Project Delivery - Customer Satisfaction- Place Object - Game Rules - Lines Removed
- Points (Direct)- ??? (Annual at best)
Conclusions
”Games are structured challanges at the limit of the gamers ability with a direct feedback-loop”
Feedback
Theory for Designing an Engaging Game
Changing Behaviour
?Desire Profile
Game Frame
February
June
?
?
What motivates the employees of Cybercom?
Which are the obstacles for behavioural change?
Achieving a sense of completion
Competition
Do not understand the competence model
Do not see the utility of the model
Thinks it’s too much work to use it
Gaining recognition
February
June
How do we play the game?
Setting personal goals
Daily work
Writing the log
Project evaluations
Annual evaluation
Year start
Year end
Structure Effort Feedback
Continuouslyover the year
Setting personal goals
Daily work
Writing the log
Project evaluations
Annual evaluation
Year start
Year end
Continuouslyover the year
Structure Effort Feedback
Evaluation?
Setting personal goals
Daily work
Writing the log
Project evaluations
Annual evaluation
Year start
Year end
Structure Effort Feedback
System generated feedback
February
June
Game Structure
The Competence Model
Interactive Visualisation of the Competence Model• Exploratory way of learning.• Recognising patterns and
Enlightenment.
Competence Model Time Line• Focus on Ability• Enlightenment
The Log
Manage Entries• Focus on Ability (Fast, Simple)• Assess your own performance• Gaining Recognition for
Achievement• Achieving a Sence of
Completion
Log Visualisation• Structured Log• Map to Competence Model• Map to Personal Goals• Enlightenment
The Roadmap
Roadmap Visualisation• Create Awareness of One’s Performance• Achieving a Sence of Completion
Personal Goals• Clear Overview of Personal Goals• Connect Activities to Personal Goals• Gaining Recognition for Achievment• Achieving a Sence of Completion
Community
Profile Page• Increase Awareness of Internal
Competences at Cybercom• Institute a Way to Show Game
Awards• Being the Centre of Attention• Gathering Knowledge
Community
User-to-User Feedback• User-to-User Feedback
Through Comments• Knowledge Sharing• Increase Community
Engagement• Gaining Recognition for
Achievement
The Game Layer
Problems and Weaknesses
Continous Improvement
Game Commitment
Employee Resistance
ROI
Time
Competence Model ROI
Motivated and
Engaged Employees
Aware and Goal-
Orientated Development
The Future of Gamification
”Market value of gamification$120M (2011) -> $1800M (2015)”
”70% of the worlds largest organisationswill use gamification by 2014”
It’s hard to measure the ROI ”Gamification is the new social media”
That’s all from us.
Thanks for listening.
Behaviour
Trigger
MotivationAbility
Dr. BJ Fogg’s Behaviour Model
Dr. BJ Fogg’s Behaviour Model
moti
vatio
n
ability
boring behaviour
motivatingbehaviour
difficultbehaviour
simple behaviour
activitionthresholdtriggers
fail here
triggerssucceed here
The Model and Gamificationexample: social media
Trigger:
Email with direct link
Motivation:
Social Contact
Ability:
Single click
moti
vatio
n
ability
boring behaviour
motivatingbehaviour
difficultbehaviour
simple behaviour
activitionthreshold
Putting the elements togetherexample: social media
Nära vän
Bekant
The Model and Gamificationexample: gamification
Power, Independence, Curiosity, Acceptance, Order, Saving,
Honour, Idealism, Social contact, Family, Status , Vengeance,
Romance, Physical activity, Tranquility
Social Contact
moti
vatio
n
ability
boring behaviour
motivatingbehaviour
difficultbehaviour
simple behaviour
activitionthreshold
The Model and Gamificationexample: extra points for recruiting new users
Trigger:
Email: extra pointsand suggestions
Motivation:
Status/Saving
Ability:
Single click
Climb the leaderboard
Easy to invite
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