Gamification UX and Strategy

GAMIFICATION a method, a toolbox and a mindset

KO Strategi 2016-09-16 @janbidner

KO UX 2016-09-26 @janbidner

GAMIFICATION

DESIGN PATTERNS

END RESULTS

HOW WE THINK WHEN WE DESIGN

HOW WE PERCEIVE THE END PRODUCT

IN

TEN

TION

What is strategy?

• External marketing?

• Internal engagement?

• Engagement strategies!

DIGITAL

…communication …financial …IT …etc

LONG/SHORT TERM?

• CAMPAIGN

• LONG TERM PROCESS

STRATEGY = a long line of activities planned in a careful/strategic manner!

LONG TERM PROCESS

CAMPAIGN

CAMPAIGN CAMPAIGN

CAMPAIGN

CAMPAIGN

CAMPAIGN

CAMPAIGN

BEHAVIOUR DESIGN

• Design around people’s behavior

• Add meaningful layers to support CORE ACTIVITIES

CREATE NEW

BEHAVIOURS

GAMIFICATION is NOT…

• Badges and leaderboards

– Game components (not all games)

• Games

– Games uses gamification

• Achieving learning goals

– That’s e-learning and goal fulfillment…

GAMIFICATION IS…

• Changing behaviour!

• Triggering people to do things

• Creating addictive feedback structures:

– Social

– Competitive

– Achievement oriented

– Purposeful

– …

THE METHOD

• Game Design Thinking

”Think like a Game Designer”

”Something that people not just can - but want to use”

HOW DO WE ENGAGE?

THE TOOL(s)

• Player Type Analysis

• Core Drive mapping

• Game Mechanics

• User Journey

• Self DeterminationTheory

OCTA LYSIS

USER TYPES HEXAD

THE MINDSET

• Wrap your mind around the “game” of a an activity, a service or a product:

• What are the objectives?

• What are the possible moves?

• Who are the players?

• What are the Challenges?

• Also: Win-conditions, Rules, sub activities, feedback and long term engagement and motivation…

Sebastian Deterding

DESIGN AROUND THE

CORE ACTIVITY

Sebastian Deterding

MOTIVATION PROGRESS FEEDBACK

IMMEDIATE FEEDBACK

RULES

RESOURCES

GOAL

BUSINESS GOAL

FEEDBACK,

MEASUREMENTS & STRUCTURE

• Trigger short term engagement

• Build habits and long time engagement

• Long term engagement (find motivation)

LOTS OF

TOUCH-

POINTS!

SYSTEMS THINKING

”A BAD SYSTEM…” ”….ALWAYS BEATS A GOOD USER”

Sebastian Deterding

Starting points? • Ideation phase

What problems to solve? Why we are doing this? No service or application yet? Context not completely locked?

• Improving/tweaking Improving an existing but ”broken service”? How can game design thinking solve the problem? A set context!

THE CHALLENGE IN

ANY DIGITAL STRATEGY • Not just getting people to USE the supporting services

• Getting people to WANT to use the supporting services!

HOW DO WE DO THAT? • Designing the right services!

• That are aligned with the business goals!

• That solves people’s need!

• That supports peoples behavior!

• That are challenging in the right way!

ALWAYS START WITH

DESCRIBING BEHAVIOR

• Effect mapping

CURRENT PROJECTS

SSAB SPECIAL STEEL (MICRO-LEARNING)

HUSQVARNA FLEET MANAGEMENT

APP (HEALTH/ENGAGEMENT)

NAVET SCIENCE CENTER (VR/INNOVATION)

FUTURE OPERATION CENTER

(DAY 2 DAY HEALTH)