Gamification & Design ID 405 | Aakash Johry | IIT Bombay.

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Gamification &DesignID 405 | Aakash Johry | IIT BombayGamificationthe 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 Alliance3

Fold-it: Gamifying researchImage:Fold-it portal4By 2015, 40% of Global 1000 organizations will use gamification as the primary mechanism to transform business operationsBy 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/Some interesting statistics5Gamification v/s usability

REMOVING FRICTIONUsabilityINCREASING MOTIVATIONPsychologySource: 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 involves the following steps:Know your player Identify the missionUnderstand human motivationApply mechanicsManage, monitor and measure

EfficiencyEffectivenessSatisfactionEngagementUser-centred designPlayer Centered Design8Player persona

Source: Flurry Analytics, Electronics Software Association.

Know your player9http://www.gamerdna.com/quizzes/bartle-test-of-gamer-psychology

Source: Kumar, J. M. & Herger, M. (2013). Gamification at Work: Designing Engaging Business Software.

Know your player10Current and target scenario

Identify the mission

11Current 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.

Identify the mission12Understand human motivationSource: http://www.behaviormodel.org/ 13Case study 1: FoursquareA 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

14Case study 1: FoursquareGame mechanics: points, badges, leadership board

Motivation drivers: collecting, achievement

Image: Foursquare

15Case study 1: Foursquare

Motivation driver: connecting

Source: http://techinch.com/page:44

16Game mechanics: Progress indicatorMotivation driver: Feedback

Case study 2: LinkedIn

17Game mechanics: network indicatorMotivation driver: Connecting, feedback

Game mechanics: endorsement buttons (communal discovery)Motivation driver: Achievement, feedbackCase study 2: LinkedIn

18CollectingConnectingAchievementFeedbackSelf-expression

Some useful links for game mechanics:SCVNGRs playdeck of game mechanicsGamification wiki: list of game mechanics

Some motivation drivers19Source: Kumar, J. M. & Herger, M. (2013). Gamification at Work: Designing Engaging Business Software.

Manage, monitor and measure20Treating Gamification to be same as game designUsing Gamification to fix a bad business model/ poor designForcing users to playDo no evil (ethical issues)Dont overdo e.g. Digg

Dont of gamification

21Kumar, 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.

Hgenhaug, P. S. (2012, April 26). Gamification And UX: Where Users Win Or Lose. Retrieved from http://uxdesign.smashingmagazine.com/2012/04/26/gamification-ux-users-win-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. InProceedings of the SIGCHI Conference on Human Factors in Computing Systems(pp. 2409-2418). ACM.

Selective bibliography22