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MotivatingandInvolving usersthroughGamification: a proposalAndrea MichelettiMaster Degree In Communication StrategyUniversity of Padua, Italy
Italian Research Conference on Digital Libraries, Florence 4-5 February 2016
problem:motivatingusers
narcissisticactofexhibitionismaimedatsocialrecognition
gamification:improvinguserinvolvement
aprojectthataimsatenrichingadigitalcollectionofmultimediaitems
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2MotivatingandInvolvingusersthroughGamification:aproposal
5 expectedresultsandtheplannedmethodstogatherdata
IRCDL– FLORENCE,5/02/2016
Outline
v Emulationofaculturalmodelhelpsimprovingself-esteemandgainingreputationwithinagroupofpeers
v Thismechanismislikelytobepartofamorecomplexprocessinvolvingassertiveness that,withtheincreasingdevelopmentofsocialnetworks,ismoreandmorelinkedtoaninvestmentinsocialcapital
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Emulation
MotivatingandInvolvingusersthroughGamification:aproposalIRCDL– FLORENCE,5/02/2016
v Socialcapitalcorrespondstotheactualorpotentialresourceswhicharelinkedtoadurablenetworkofmoreorlessinstitutionalizedrelationshipsofmutualacquaintanceorrecognition
v Socialcapital isthebenefitderivedfromone'spositioninasocialnetwork,thenumberandtypeofthetiesonemaintains,andtheresourcesthosetiesthemselvespossess
v Socialcapitalconservationsrequiresacontinuoussearchforconsensus
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SocialCapital&Consensus
MotivatingandInvolvingusersthroughGamification:aproposalIRCDL– FLORENCE,5/02/2016
Identity
Consensuscanbeobtainedintwoways:
v bypromotingourimage throughtheconstructionofaforgedidentity,basedonshallowandexternalaspects,thatcanbequicklycreatedwithadvertisingactions
v bypromotingourreputation throughtheconstructionofanauthenticidentity,reputationtakestimetobebuiltalthoughitcanbequicklylostanditisbasedonbehaviorandactions
5MotivatingandInvolvingusersthroughGamification:aproposalIRCDL– FLORENCE,5/02/2016
GamificationGamificationisdefinedastheuseofgameelementsandgamedesigntechnique innon-gamecontexts
DATA
2.5billiondollarsgamificationinvestmentintheUSAwithanincreasinginterestalsobyItalianmarketing
50% oftheEuropeanpopulationbetween16and29hadplayedavideogameatleastonceintheprevioussixmonths
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MOTIVATION
FUN
GAME
MotivatingandInvolvingusersthroughGamification:aproposalIRCDL– FLORENCE,5/02/2016
UserEngagement
RewardsUsersfeelthemselvessatisfiedandtheyarepushed tocontinue toplay
GameElementsTheresearchofconsensus iscomparabletoagame,whereplayerscooperateandcompetewiththegoalofpromoting theirimageandincreasetheirreputation
SocialGameThroughsocialgameusersinvolvenarcissisticactofexhibitionismaimedatsocialrecognition
Points,badgesandleaderboardsarepartoftheprocess,butfunandengagementrequirethedesignofacoherentgameexperience
7MotivatingandInvolvingusersthroughGamification:aproposalIRCDL– FLORENCE,5/02/2016
Asocialnetworkaboutfashion
v The aim of the project is to spreadthe knowledge about celebrities’outfits to a wide public in a simple,intuitive and entertainingway
v The scope is also to provide theusers with a powerful tool to findand share their knowledge aboutvalid cheap alternatives to theoriginal outfits
The project is still in an early development stage and it is based on the idea tobuild a platform comprising elements typical of social games, social networks,online communities and question-answer sites
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HomePage
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Thehomepageofthesocialnetwork isalsocalledcoverpage
MotivatingandInvolvingusersthroughGamification:aproposalIRCDL– FLORENCE,5/02/2016
Celebrity&Brandpage
v apicturedepicting thecelebrityorthelogoofthebrand
v abriefdescriptionorbiographyv themostpopular/recent threadsof
discussionaboutthebrandorcelebrityv linkstosimilarorrelatedbrandsand
celebrities
Thewebsiteiscomposedofdifferentkindsofpages,themostimportantbeingthecelebritypageandthebrandpage
Bothpagescanbecreatedandmaintaineddirectlybyusersandarecomposedof:
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PeekPage
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Themainkindofpageisthepeekpage,being"peek"thetermusedbytheprojecttodefineadiscussionthread.
MotivatingandInvolvingusersthroughGamification:aproposalIRCDL– FLORENCE,5/02/2016
TheThread
AlikeTheanswerlinkstoabrandproducing asimilarandoftencheaperalternativetotheexactone
ThisOneTheanswerlinkstotheexactbrandwhichproduced thegarment
JustCommentTheanswerwasmadejusttoparticipatetoadiscussion
Usersuploadaphotoofacelebrityandthenasktothecommunityinformationabouttheoutfitofsaidcelebrity.Thesocialgamebeginshere.Userscanclassifytheiranswersinoneofthesethreecategories:
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VoteProcessBygivingeitherathisoneoranalike answer,usersenterasocialgamewhichchallengesthemtoprovetheirknowledgeaboutbrandsandfashioningeneralandhelpsincreasingtheenjoymentoftheusersexperience
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v Votingisthesecondpartofthegame,andeveryanswercanbevotedbyotheruserswhochoosethebestormostpertinentone,whilecastingdowntheincorrectinformation
v Thevotingprocesshastwoscopes:
vontheonehand,itelectsandrewardstheuserswhogavethebestanswers,extendingtheirengagement
vontheotherhand,itvalidatestheanswerssothatonlyusefulandcorrectknowledgeemerges
ExportingTheExperience
v Whenwestripthestructureoftheprojectfromtheitspeculiarnomenclaturewecanseethatitcanbeappliedtoanysimilarprojectlikelibrariesofmusic,books,documents
One of the problem with most libraries is that, while they are fully structured,they still miss some forms of refined cataloguing or unconventional linksbetween the entries they contain
v Sowoulditbepossibletohaveabignumberofusersdothejobforus?
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STRUCTUREDDATA(LIBRARY)
USER
QUESTIONANSWER
VOTING
ANSWERING
QUESTIONING
ExcerptoftheE-Rschemaofthedatabase
MotivatingandInvolvingusersthroughGamification:aproposalIRCDL– FLORENCE,5/02/2016
Enrichadigitallibrary
v Thisisbeneficialforthelibraryintwodifferentways:itdistributestheworkload ofthecataloguingamongsttheentirecommunityanditprovidestheanalystswithgenuineandoftenunbiasedinformation
v Usersaskquestionsaboutentriesofthelibraryandgetanswersfromotheruserswhocreateassociationswithotherentriesbasedonsimilaritiesorotherappropriatecriteria
v Theanswersarethenreviewedthroughvotescastedbythecommunity.Itisevenpossibletoconsidertheopportunitytoallowthebestusers,emergingfromthevotingscheme,toinsertnewitemsinthecollection
v Thisentireprocessisenvelopedinagamifiedframewhichinvolvestheusersandencouragesthemtoactivelyparticipateinthecataloguingprocess
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Toimproveuserengagement:
v implementing anachievementandrewardsystemweappealtotheneedtobesociallyrecognizedbyexhibitingone’scompetenceinagivenfield
v increasing usersengagementandenjoymentandmotivatethemtoparticipateinthecataloguingprocessevenwithoutmonetarypayment
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ExpectedResults
Weexpecttobeable:
v tochannel theknowledgeusershavetoobtainadeeper,widerandmorerefinedcataloguingofthedata
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v toprovidesomeunconventionalcataloguingcriteria,developing newinterestinglinksbetweenitemsincluded inourlibraries.Thiswouldespeciallyapplytoculturalfieldslikemusic,fashion, filmsetc
v analyzing statisticaldatacomedirectlyfromtheportalandthedatabase
v thiswillgiveusaquantitativemeasurementofthenumberofuserswhoactivelyparticipateinthecataloguingprocessandthenumberofproducedclassifications
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EvaluationMethods
v administerquestionnairestoevaluatetheuserengagementandenjoyment
v gatheringtheirfeedbackinordertocompareittonongamifiedsystems
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Toevaluateinaempiricalwaytheactualresultsweplantousetwodifferentapproaches:
THANKYOU
AndreaMichelettiMasterDegreeInCommunication
StrategyUniversityofPadua,Italy
ContactMail:[email protected]
Linkedin:/in/michelettiandrea
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