gamification and behaviour: the science of why we should make things fun

The Science

of why we

should make

things Fun

Who am I?

Design Thinking

Mission for the day

I’m NOT going to explain in detail

what is gamification.

Why does it matter and why we

should understand human

behavior to do it properly

Human Behavior 101

“

What is Gamification?

The use of game elements and design

techniques in non-game contexts. “

* Source: Coursera, Kevin Werbach, 2012

The use of game elements and design

techniques in non-game contexts.

“ By 2014, 80% of current gamified applications

will fail to meet business objectives primarily

due to poor design

“ * Source: Gartner, 2012

By 2014, 80% of current gamified applications

will fail to meet business objectives primarily

due to poor design.

GSummit 2014 @ San Francisco

Go Lean! Fail Quickly!

Reiterate!

Make customers’ lives

simpler and happier!

+ Behavior

Human Behavior 101

Hersey and Blanchard’s

“Situational Leadership Model”

in the 1970s

A. Maslow in the early

1940s

+

Dan Pink in 2009

Human Behavior 101

Mihaly

Csikszentmihalyi’s Flow

Matching Challenge with

Ability to achieve state of Flow

Human Behavior 101

BJ Fogg

Introduces Triggers into

the equation

Motivation and Ability

are not always enough

by themselves

Behavior = Motivation x

Ability x Trigger

“

Human Behavior 101

If you aren’t spending the majority of your

time in the beginning of every project

identifying what motivates your audience,

you are doing it wrong.

“ If you aren’t spending the majority of your

time in the beginning of every project

identifying what motivates your audience,

you are doing it wrong.

by Andrea Kuszewski

Why?

scientists got no results in

15 years players folded it in

10 days 300k users

uses gamification to get 67% of their employees to the gym

5M users

500% increase

in reviews

training took 50% less time

to complete

99% travel expense

compliance

C$ 26.2M in incremental revenues

560% ROI

It’s not just psychology

Dopamine + Oxytocin + Serotonin + Endorphin

by Nicole Lazzaro

How to get in touch

http://twtbizcard.com/WhiskeyJackMP

manuel.pimenta

@novabase.pt

www.gamification.pt