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FRACTALMINDPLAYBOOKFrom Numbers to Story:How Gamification is Evolving to Meet the Future
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Contents 03Who we are
04Gamification
07Methodology
10–15Portfolio
Who are we?
At Fractal Mind, "we have created a multidisciplinary team with
a single focus: to create a positive impact on society, through
the power of gamification and design thinking.
We have helped organizations of thousands of people change
the way they value their employees. We have fostered healthier,
more engaging work environments. We have built content and
brand engagement in corporate innovation events.
WE ARE CHANGING THE WORLD WITH OUR CUSTOMERS, WHO WILL BE NEXT? Rui Cordeiro
FOUNDER AND ADVISOR +20 YRS XP AS GAME DESIGNER
Tiago PerdigãoCEO & BUSINESS DEVIL
+20 YRS XP IN MKT & SALES
David DuarteCTO & CODING JEDI
20 YRS XP AS SOFTWARE DEV.
FRACTAL MIND PRESENTEDBY THE FOUNDER
Manuel PimentaCXO & HUMAN EXPERIENCE SHERPA/ 10 YRS XP AS DEV. / 6 YRS AS GAMIFIER
The Core Team
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Problem Evolution of the Workforce
• Nowadays, Millennials make up about a third of the
workforce, more so when you look at rising markets
• By 2020, more than half of the workforce will be
made up, not only of Millennials but also Gen Z
• It’s essential to get a hook into these generations
and create work environments that get them
engaged and involved with a company’s mission
and its day to day activities
35%
6%
35%
24%
Generation X
Boomer
Millennial
Generation Z
Ubiquity Of Games
+40 H/WEEK
35
2.4 K MILLION
2 IN 5
5M in the US
average age of a Gamer
play games at least 1 hour/day
players are womenENGAGEMENT NUMBERS
Gallup 2017
18% 67%
$600 B$7 TRILLION
Actively Disengaged Not Engaged
In turnover costs in 2018(Work Institute)
Lost Productivity
THE ENGAGEMENT CRISIS
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What is Gamification?
Behind the Curtain
HUMAN-CENTRIC DESIGN BEHAVIORAL SCIENCEGAME DESIGN MECHANICS AND TECHNIQUES
Elements taken from game design. Dynamics created by the interaction of the players with the elements.
Players are at the center of the design. Iterative process based on empathy and rapid prototyping.
What moves our players? How do we turn target behaviors into habits?
MethodologyHow we use gamification
to change the world!GAMIFICATION CONSISTS IN THE UTILIZATION OF GAME
CONCEPTS IN CONTEXTS OTHER THAN A GAME, TO OVERCOME
CHALLENGES AND ENGAGE PEOPLE.
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Continuous Evolution in co-creation
What distinguishes gamification from game design by itself is primarily its
orientation to the customer’s business objectives.
As such, the entire development process is carried out jointly with the
customer, in a co-creation perspective, with the objective of guaranteeing
their involvement from scratch and of sharing the know-how and good
gamification practices, aiming to build future partnerships and autonomy
in the continuous evolution of the proposed solution. 2. EXPLORE We investigate the root of the problem, analyse it and cross-reference related data. Then, we design the network of cause-effect relationships. We submerge in the experience to see the world by the user’s eyes.
1. LISTEN We listen to our clients. We assess, understand and define the challenge. We set goals and determine the target audience and success metrics.
3. CO-CREATE We generate ideas and solutions. We lead several workshops and
brainstorming sessions with our clients, promoting creativity and divergence.
4. PROTOTYPE We choose the most viable solution with our clients. We build
prototypes and test them on the field. We embrace the feedback and iterate solutions.
5. BUILD We execute the conceptual, technical and artistic design of the solution.
Together with our clients, we define the product’s life cycle. We promote an informed and agile development.
6. DELIVER We follow the implementation, launch and communication of the product.
7. FOLLOW UP We gather the feedback of the target audience and proceed to measure the success. And we continue to improve the solution.
PHASE 1PHASE 2
Step by Step
WORKSHOP
Project Kick-off(HEAR)
ON THE GROUND
Empathy Work
WORKSHOP
Divergence Session
WORKSHOP
Convergence Session
WORKSHOPS
Testing & Feedback
Sessions
PRESENTATION
GO-LIVE session
of the Project
WORKSHOP
Roadmap & Feedback
sessions
1
3
2
6
4
5
7
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Cases The Case
Results
Worten is a retail leader in consumer electronics, with over 20 years of experience, in the Iberian Market.
Over the course of their existence, Worten has kept up with the constant industry
changes, especially the ones at the technological level.
The internet brought a ton of new challenges to the industry and the company
itself: the way to buy changed, the consumer became more independent and more
well-informed. Worten’s success formula based on price, client proximity and the
product itself, lost power.
Innovating while maintaining the human touch became a critical matter.
The Challenge – To bring recognition and celebration to Worten employees' everyday lives, reinventing internal
processes and the workforce management system for the roughly 3000 people across more than 200 stores
of the retail chain.
87,8% Better/Much Better
62,2% Fairer
62% More Involved
EMPLOYEE FEEDBACK
Sales per salesperson Increase, in comparison to the control group.
• Winners earns accolades in 2017• Best digital workplace, Best Innovation Project & HR Excellence
6% FIRST 2 YEARS RESULTS
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adidas X-HUB The Challenge - To create hype and awareness around adidas’s X franchise,
creating demand and driving sales through, by leveraging momentum during
the 2018 World Cup.
Results
How did we tackle the issue?
The challenge – Create an educational exciting and interactive platform to teach
children and teens visiting the Money Museum the value of Money and the need
to manage their "budgets".
• The end-result was a game where the user’s choice is
the core mechanic. Every scenario presents the user
with multiple choices and each choice impacts the rest
of the game, for that specific user.
• These choices and their consequences, in turn, allow
for a better teaching environment for financial literacy,
with a more practical approach.
• Through our backoffice, we can access the preparation
phase of all activities and with the control panel we
can interact with participants who, in turn, answer our
questions in real time, with their tablets.
838REGISTRATIONS
7 443GAME SESSIONS
APP INTERACTIONS
Budget ManagementMoney Museum
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OUTLIERS, Fractal Mind’s Gamifica-
tion platform – assists companies
in implementing customized gami-
fication strategies that will drive
up business results by boosting
workplace engagement.
Born of the business and technical
experience gathered whilst building
solutions for companies such as
Worten, Brisa and Cetelem,
OUTLIERS supercharges the regular
workplace operation by enabling
management to choose the right
game mechanics and reward
systems that will motivate employees
to achieve better results and grow
as professionals.
Managers at several levels are able
to set specific goals for their teams
and employees, create missions
to serve as guideposts for the
operation, or highlight achieve-
ments through badges designed
specifically for the milestones
a company wants to achieve.
Employees can follow their per-
formance in real time and get
feedback on their progress, either
through their main dashboard or by
comparing their own performance
with their peers
in leaderboards tailored to each
company’s specificities, or even
by looking at a global activity feed.
Events app
Our Events app has its origins in our vast
experience in corporate events and development
of many applications as a solution to increase
attendee engagement, to boost the network
experience between companies present at the
venue, and to enhance the event itself.
Our Clients
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OutliersBEATING THE ENGAGEMENT CRISIS
© 2019 FRACTAL MIND. All Rights Reserved. All property, including trademarks, are the property of their respective owners and have, as applicable, been licensed for use.
[email protected] / (+351) 933 001 481
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