View
586
Download
2
Category
Preview:
Citation preview
in Enterprise Software
Gamification
www.uxness.in
Overview1. Game vs. Work2. About games3. Why people play games?4. What is Gamification?5. Enterprise Software6. Why gamify Enterprise software7. Player Centric Design• Know your player• Identify Mission• Understand Motivation• Apply Game mechanics• Manage, Monitor & Measure
8. Benefits of Gamification9. Further readings
www.uxness.in
GAMESWORK
Vs.
www.uxness.in
Games vs. WorkGames Attributes Work
Constantly Feedbacks Once or twice a year
Clear Rules Unclear
Repetitive and fun Tasks Repetitive and dull
Clear Goals Contradictory
Intentional Obstacles Accidental
Transparent, Timely Status Hidden
Yes Collaboration Maybe
Encouraged Failure Punished
www.uxness.in
About Game
An activity among 1 or more independent decision maker seeking to achieve their objectives in some limiting context.
- Clark C. Abt
"A game is a form of play with goals and structure." - Kevin J. Maroney
www.uxness.in
Why people play games?Most imp. motivations to play games are as follows1. For Mastery
3. To have fun
2. To de-stress
4. To socialize
www.uxness.in
What is Gamification• Gamification is the use of game thinking and game mechanics in non
game contexts to engage users in solving problems. • It motivates player to engage in desired behaviors by showing them
the path to mastery.
Game Mechanic
s
Boring System Interesting One
Gamified System
www.uxness.in
Example - Nike+ - Gamified physical exercise activity
Points Levels Leaderboards
Badges Challenges
Social engagement
www.uxness.in
Example - LinkedIn - Gamified professional social networking
www.uxness.in
Enterprise Software
Enterprise software refers to software that businesses use to run their day-to-day activities such as finance, sales, human resources, manufacturing, shipping, and procurement.
It is typically purchased by companies as off-the-shelf software, customized and configured to meet their business needs, and made available to their employees.
www.uxness.in
Why gamify Enterprise software
• Emergence of Gen Y (digital natives – people born after 1980)
• Changing nature of information work
• To make technology and business more inviting pertaining advantages of peoples innate enjoyment of play.
www.uxness.in
Player Centered Design frameworkPlayer centered design is based on UCD but goes beyond UCD to enable meaningful management & behavior change.
UCD focuses on: • User satisfaction• Efficiency• Effectiveness etc.
UCD + Engagement = Player Centered Design
www.uxness.in
Player Centered Design
Know your player
Identify mission
Understand human
motivationApply game mechanics
Manage Monitor & Measure
www.uxness.in
Know Your PlayerIt is to understand player and their context.
• Amy Jo Kim has coined the word “Player”.• We generally use ‘User’ in UCD and ‘Player’ in PCD.• Why Player?• Players’ participation is voluntary in games • Players could walk away at any moment however in business software
employees are expected to use the software as part of their work, which is not voluntary.
• Player persona• It helps in understanding user goals, experience, aspiration along with
basic demographic like gender, age etc. • This will provide an insight into how to engage & motivate them in an
enterprise context.
PCD Step 1
www.uxness.in
Player Persona Template
www.uxness.in
Player Persona Key attributes1. GenderIt provides critical input into the type of game mechanics that will
engage the user.
www.uxness.in
Player Persona Key attributes2. Generation (Age group)Research shows that there are significant differences in attitudes between
the generations in the way they approach work. This knowledge is relevant for gamification since it gives a good indication of the receptiveness of the
player to game mechanics .Generation Year of Birth General behavior
Gen X 1960 to 1980 They tend to be hierarchy oriented and do not tolerate failure.
Gen Y Early 1980 to early 2000 • Grew up with videogames, they expect immediate feedback.
• They are willing to take risks and endure “epic failure”.
www.uxness.in
Player Persona Key attributes3. Player Type Richard Bartle classifies players into four categories based on their gaming
preference.
Achievers play to gain points and status.
Explorers love to discover new aspects of the game.
Similar to killers however they go one-step further and find joy in seeing others lose.
Socializers play for the joy of interacting with others rather than for the game itself.
www.uxness.in
Player Persona other attributes
4. Type of industry
5. Job Title & Job Goals 6. Pain Point
7. Aspiration
8. Work Culture
www.uxness.in
Identify Mission
Mission refers to the goal of your gamification activity.
Understanding current business scenario – What players are doing today.
Understand target business outcome – What business wants to achieve.
Setting appropriate mission
PCD Step 2
www.uxness.in
Understand Human MotivationPCD Step 3
What is motivation ?Motivation is a psychological feature that induces an organism to act
towards a desired goal and elicits, controls, and sustains certain goal-directed behaviors. It can be considered a driving force;
www.uxness.in
Intrinsic MotivationIntrinsic
Intrinsic motivation refers to motivation that comes from inside an individual rather than from any external or outside rewards, such as money or grades.
The motivation comes from the pleasure one gets from the task itself or from the sense of satisfaction in completing or even working on a task.
www.uxness.in
Extrinsic MotivationExtrinsic
Extrinsic motivation refers to motivation that comes from outside an individual. The motivating factors are external, or outside, rewards such as money or grades. These rewards provide satisfaction and pleasure that the task itself may not provide.
www.uxness.in
Understand Motivation in Gamification
Intrinsic Extrinsic
HIGH
LOW
User performs activity & repeats proactively.
High engagement
1.
User performs activity till extrinsic motivation is available & high.
Less engagement
Intrinsic Extrinsic
HIGH
LOW
2.
Gamification
Intrinsic
HIGH
Increase in intrinsic motivation with external rewards results more activity and high engagement.
Intrinsic
Extrinsic rewards LOW
+
3.
www.uxness.in
Apply Game MechanicsPoints : Points are the granular units of measurement in gamification. They are single count metrics. This is the way the system keeps count of the player’s actions pertaining to the targeted behaviors in the overall gamification strategy.
PCD Step 4
www.uxness.in
Apply Game MechanicsLeader board: Leader boards bring in the social aspect of points and badges, by displaying the players on a list, typically ranked in descending order with the greatest number of points at the top.
The possible disadvantage of a leader board is that it could be demotivating to a new player.
PCD Step 4
www.uxness.in
Apply Game Mechanics
Badges : Once the player has accumulated a certain number of points, they may be awarded badges. Badges are a form of virtual achievement by the player. They provide positive reinforcement for the targeted behavior.
PCD Step 4
www.uxness.in
Apply Game Mechanics
Relationship : Relationships are game mechanics based on the motivational driver of connection. We are social beings, and relationships have a powerful effect on how we feel and what we do.
PCD Step 4
www.uxness.in
Other Mechanics
Challenge
Journey
Narrative
PCD Step 4
www.uxness.in
Manage, Monitor & MeasureGamification is an iterative program & need long term commitment to be successful.
Manage Mission : Periodically evaluate the validity of the mission and adjust
if needed.
Monitor Motivation : After rollout conduct qualitative research (interview,observation) to study the impact on player interaction , motivation. Player fatigue is a condition where player are less motivated, engaged with
systemas compared to when its was initial roll out. It was beneficial to introduce new future periodically to sustain
engagement.
PCD Step 5
www.uxness.in
Manage, Monitor & Measure
Measure effectiveness of mechanics :Continuously measure the effectiveness of mechanics as they are the key to success of
gamification.
PCD Step 5
Engagement Time ROI
•Average number of actions •Median number of actions •Number of users performing actions •Number of times users return •Progression of users through the experience •Customer satisfaction results
•Retention •Frequency •Decrease of response time •Timeliness
•Number of active users •Productivity increase •Cost reductions •Sales increase
www.uxness.in
Benefits of Gamification• Motivations and long term user engagement and loyalty.
• Making things more pleasurable in interaction, process and in system.
• Helps in creating brand connection with user in a meaningful and interesting way.
• It can be used with different roles like User, customers, employee and different scenarios like user engagement, personal motivation.
• Helps in converting complex system in to simple and interesting system.
• It attempts to make technology more inviting by encouraging users to engage in desired behaviors and by showing the path to mastery.
www.uxness.in
Further readings1. Online course on GamificationLink : https://www.coursera.org/course/gamification
2. Books
Thank You
www.uxness.in@uxness
Recommended