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The University of Queensland Thesis Review
Citation preview
Beyond Keywords: Ethnographic Methods to Inform the Design of a Gamified System for Domestic
Electricity Conservation
Andrew HarveyThesis ReviewMay 2014
BackgroundResearch FocusMethodAnalysisFindingsContributionsLimitationsFurther Research
Outline
Points Levels Leaderboards Badges
Background
Gamification“the use of game design elements in non-game contexts”(Deterding, 2011, p. 9)
Gamification
Background
• Player Focus– Player Types– Player Stories– Stages of Mastery
• System Focus– Objectives– Metrics– Integration with Technology
• Activity focus– Mechanics
• Elements– Points– Levels– Leaderboards– Badges
– Dynamics– Activity Loops
• Engagement loop• Progression Loop
– Win Conditions
Gamification Architecture(Zichermann, 2013)
Acts as a system blueprint
Gamification
Background
• Player Focus– Player Types– Player Stories– Stages of Mastery
• User-Centered Design– Personas– Scenarios
Design Ethnography?
Designing Technology
Background
(Jacobs et al., 2008) (Faily and Flechais, 2011)
Designing Technology
Background
Ethnographic
Research
Player Focus
Gamification
Architecture
?• Player Types/Personas• Player Stories/Scenarios• Stages of Mastery
Research Focus
Overall Research ProblemHow are ethnographic methods used to inform the Player Focus section of a Gamification design architecture for domestic energy conservation?
1. How are Player Focus Gamification architecture elements derived from telephone data?
2. How are additional Player Focus Gamification architecture elements derived from in-home data?
Method
Ethnographic Research• Interviews• Direct observation• Ethnomethodologically focused analysisConstruct Design Tools• Personas• Scenarios• Stages of MasteryReflect on Methods• Ethnomethodologically reflexive dissertation• Why ethnomethodology?
– Description of researchers methods– This is aligned with traditional EM work that sought to analyse
the methods of sociologists by turning the resources for achieving sociology into topics of enquiry themselves (Heritage, 1984; Ritzer, 2008).
• EM focus demystified the arrows in diagrams
Phase 1: Telephone• 10 Participants• 44 Scripted interview questions
– 10 Demographic– 11 Technology use– 23 Energy Use
• 20-30 mins - average length• Recorded and transcribed
Phase 2: In-Home• 3 households• Standardised interview• Walk around inventory/observation
Method
Ethnographic Research
Phase 1: Telephone
Analysis
Scenario 1 Use the system to examine energy use
Scenario 2 Challenging another user to an energy saving competition
Stages of MasteryNoviceProblem Solver Expert Master Visionary
Phase 1: Telephone
Analysis
Transcript 5 Lines 65-74
Andrew:ok fair enough ok so um would you please tell me about your social media
use so which social media sites do you use?
John: In what way
Andrew:umm
John: When you mean social media
Andrew:ok, do you use any sites such as Facebook or Twitter or Google Plus?
John: Um Facebook, I’ve got an account but don’t use it I’ve got a few friends on
there, basically if I’m going to contact someone I’ll jump on the telephone
and ring them have a chat, mainly because my typing skills are not that
good
Andrew:ok
Phase 1: Telephone
Analysis
Transcript 8 Lines 57-60
Andrew: alright and do you use social media, any social media websites
Bec: like Facebook
Andrew: yes
Bec: yep occasionally I’ll log on but not very much
Request for Clarification (Hutchby and Wooffitt, 2008)
Phase 1: Telephone
Analysis
Phase 1: Telephone
Analysis
“Video Analysis Wall” (Schuler and Namioka, 1993 p 149)
Phase 1: Telephone
Analysis
Scenario 1 Use the system to examine energy use
James picks up the device after seeing an advertisement for an electricity company on television which stated that the average house uses 12 kilowatt hours a day. He taps on the “Energy Use” button and looks at the graph of his use for the day. James then selects ‘Monthly View’ which displays a line graph of his energy use over the last six months. Having a fast paced life; he likes the graphs and concise ways of showing his electricity use information. James is able to get a quick understanding of his electricity use relative to his historic use.
Phase 1: Telephone
Analysis
Stages of MasteryNoviceProblem Solver Expert Master Visionary
Expert James is familiar with his specific energy behaviours that have significant impact on the system. James doesn’t spend hours on the system exploring understanding its ins and outs. He just knows the specific areas of it which benefit him the most. He demonstrates his familiarity with the system by not requiring instructions on the system tasks.
NoviceJames is unsure of both the system and its functions. He is eager to save energy, but, he is unsure what exactly he can do to save energy. James begins experimenting by turning appliances off and on and viewing their effects on the device.
Phase 2:In-home
Analysis
Phase 2:In-home
Analysis
Phase 2:In-home
Analysis
Ethnographic Research• Interviews• Direct observation• Ethnomethodologically focused analysisConstruct Design Tools• Personas• Scenarios• Stages of MasteryReflect on Methods (Accounts)• Ethnomethodologically reflexive dissertation• Why ethnomethodology?
• Description of researchers methods• This is aligned with traditional EM work that sought to analyse the
methods of sociologists by turning the resources for achieving sociology into topics of enquiry themselves (Heritage, 1984; Ritzer, 2008).
• EM focus demystified the arrows in diagrams
Findings
Overall Research ProblemHow can ethnographic methods inform the Player Focus of a Gamification design architecture for domestic energy conservation?
1. How are Player Focus Gamification architecture elements derived from telephone data?
2. How are additional Player Focus Gamification architecture elements derived from in-home data?
Ethnographic
Research
Player Focus
Gamification
Architecture
?
Findings
• Ethnographic Research– Conduct telephone interviews and transcribe– Ethnomethodologically focused analysis– Identify common themes/points of interest
• Player Focus– Group relevant themes together into personas– Identify regular actions as scenarios– Construct a persona narrative– Identify persona based stages of mastery– Use the EM notion of accounts to develop stages of mastery
1. How are Player Focus Gamification architecture elements derived from telephone data?
Findings
2. How are additional Player Focus Gamification architecture elements derived from in-home data?
• Visual elements– Design artefacts– Exemplify persona traits
Contribution
• Ethnomethodologically informed analysis to construct design tools of personas, scenarios, and stages of mastery -> Player Focus section of a Gamification Architecture.
• Demystified the overlooked ‘arrows’• Provided empirical research in Gamification
design
Limitations
• Sample is a convenience sample.– Time constraints– Resource constraints
• Two participants withdrew from the in-home phase
• New area of research – comparatively little published on the topic of Gamification
• Ethnographic data to inform other areas of Gamification design
• Empirical research - Gamification on energy conservation behaviour
Further Research
Now: Thesis Review Milestone
2 weeks to make changes
Submit: 2 June - Latest
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