motivating and involving users through gamification: a ... · ircdl – florence, 5/02/2016...

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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5 expectedresultsandtheplannedmethodstogatherdata

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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

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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

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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

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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:andrea.micheletti.1989@gmail.com

Linkedin:/in/michelettiandrea

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