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Gamification &Design
ID 405 | Aakash Johry | IIT Bombay
Gamification
the use of game design principles and mechanics in non-game contexts
making technology more inviting by encouraging users to engage in desired behaviors
Men like to aim!
Image:Sustainable Sanitation Alliance
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Fold-it: Gamifying research
Image:Fold-it portal
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By 2015, 40% of Global 1000 organizations will use gamification as the primary mechanism to transform business operations
By 2014, 80% of current gamified applications will fail to meet business objectives, primarily due to poor design
Source: http://www.gartner.com/technology/research/gamification/
Some interesting statistics
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Gamification v/s usability
REMOVING FRICTION
Usability
INCREASING MOTIVATION
Psychology
Source: Anderson, S. P. (2011).Seductive interaction design: creating playful, fun, and effective user experiences. Pearson Education.
Source: Anderson, S. P. (2011).Seductive interaction design: creating playful, fun, and effective user experiences. Pearson Education.
Player Centered Design involves the following steps:
Know your player
Identify the mission
Understand human motivation
Apply mechanics
Manage, monitor and measure
Efficiency
Effectiveness
Satisfaction
Engagement
User-centred design
Player Centered Design
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Player persona
Source: Flurry Analytics, Electronics Software Association.
Know your player
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http://www.gamerdna.com/quizzes/bartle-test-of-gamer-psychology
Source: Kumar, J. M. & Herger, M. (2013). Gamification at Work: Designing Engaging Business Software.
Know your player
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Current and target scenario
Identify the mission
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Current scenario: The majority of people take the escalator instead of the stairs
Target scenario: We want people to take the stairs
Mission: Encourage majority of subway passengers to take the stairs instead of the escalator in a fun and engaging way.
Identify the mission
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Understand human motivation
Source: http://www.behaviormodel.org/
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Trigger
Ability
Motivation
Case study 1: Foursquare
A mobile game, a way of exploring cities, a way of telling friends where you are, and a way of tracking where friends have been and who they have been co-located with
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Case study 1: Foursquare
Game mechanics: points, badges,
leadership board
Motivation drivers: collecting,
achievement
Image: Foursquare
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Case study 1: Foursquare
Motivation driver: connecting
Source: http://techinch.com/page:44
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Game mechanics: Progress indicator
Motivation driver: Feedback
Case study 2: LinkedIn
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Game mechanics: network indicator
Motivation driver: Connecting, feedback
Game mechanics: endorsement buttons (communal discovery)
Motivation driver: Achievement, feedback
Case study 2: LinkedIn
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Collecting
Connecting
Achievement
Feedback
Self-expression
Some useful links for game mechanics:
SCVNGRs playdeck of game mechanics
Gamification wiki: list of game mechanics
Some motivation drivers
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Source: Kumar, J. M. & Herger, M. (2013). Gamification at Work: Designing Engaging Business Software.
Manage, monitor and measure
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Treating Gamification to be same as game design
Using Gamification to fix a bad business model/ poor design
Forcing users to play
Do no evil (ethical issues)
Dont overdo e.g. Digg
Dont of gamification
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Kumar, Janaki Mythily and Herger, Mario (2013): Gamification at Work: Designing Engaging Business Software. Aarhus, Denmark, The Interaction Design Foundation. ISBN: 978-87-92964-06-9. Book available online at http://www.interaction-design.org/books/gamification_at_work.html
Anderson, S. P. (2011).Seductive interaction design: creating playful, fun, and effective user experiences. Pearson Education.
Hgenhaug, P. S. (2012, April 26). Gamification And UX: Where Users Win Or Lose. Retrieved from http://uxdesign.smashingmagazine.com/2012/04/26/gamification-ux-users-win-lose/
Lindqvist, J., Cranshaw, J., Wiese, J., Hong, J., & Zimmerman, J. (2011, May). I'm the mayor of my house: examining why people use foursquare-a social-driven location sharing application. InProceedings of the SIGCHI Conference on Human Factors in Computing Systems(pp. 2409-2418). ACM.
Selective bibliography
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