Startups & Gamification (LeanCamp Tehran 2016)

Startups & Gamification

Alireza Ranjbar SHourabi

@ARSHourabi

@ARSHourabi

• Art of Light and Motion Game studio– Co-Founder / CEO

• FANAP– Gamification Designer / Business Consultant

• FARANESH (KSNA)– Gamification Designer

• Hamsaa– Gamification Designer / Business Consultant

• Iran Gamification Association– Co-Founder

Let’s talk about YOU

The Entrepreneur

Founder of a Startup

Owner of a Business

Building

or thinking about building

An Empire

You’ve thought about …

What kind of

journey/business

are you looking for ?

What is

the most important part

of your business?

Have you thought about ?

Sustainable

Lasting

Ever-growing

Profitable

…

Customer

You would wish!

Customer is

usually

unwieldy

and

uncooperativeand

unpredictableand

…

You need your customer to

• Share

• Comment

• Review

• Register

• Revisit

• Buy

• Unfold

• Donate

that

Behavior

that

Action

•Listen

•Act

•Reply

•Reform

•Repeat

•Sell

•Stay longer

•Take part

A happy customer would do it all!

What’s your way other than having a working product?

• UX

• Reward / Discount

• Referral engine

• Human centric design

• Growth-Hacking

• Fun Campaign

• Neuro-Marketing

• And ….

You need Tools ?

• The most FUN

• The most Designable

• The most Diverse

• Is GAMIFICATION !

• And done wrong, is the most Dangerous one!

So Let’s see what is Gamification!

Process of

Game Design ThinkingIn

Non-game context.

Design Thinking

To Gamify A Startup

• Frame work of Prof. Kevin Werbach

1. DEFINE business objectives

2. DELINEATE target behaviors

3. DESCRIBE your players

4. DEVISE activity loops

5. DON’T forget the fun!

6. DEPLOY the appropriate tools

Fun

“In every job that must be done, there is anelement of fun. You find the fun and snap!The job’s a game.”

Mary Poppins

And YES, you can design FUN!

People looking for elements of FUN

Win your users with a winning Gamification

• Know your user

• Identify your mission

• Apply game mechanics

• 3M– Manage

– Monitor

– Measure

• Remember : Gamification is data driven

• Remember : Gamification is iterative

This is International Industry

And What is not Gamification!

• Using

– Points and scores

– Leaderboards

– Badges

– Rewards

– Discounts

– And …

• With out Human centric design thinking!

Do make these mistakes!

• Mistake 1 : Focus on Competition• Mistake 2 : No Clear Gamification Goals• Mistake 3 : Too Many Rewards• Mistake 4 : No Motivation• Mistake 5 : Misusing Points and Badges• Mistake 6 : Short-Term Thinking

– Do : Choose a behavior built for long term– Do : Use variable interval rewards (operant

conditioning)– Do : Add new elements over time

Thank you for listening!

Alireza Ranjbar SHourabi

@ARSHourabi