ross smith - play is a 21st century business process

+

Play as a 21st Century Business ProcessRoss SmithMicrosoft

Using Game Mechanics to Improve Data Science

+in ev'ry job that must be doneThere is an element of funYou find the fun and snap!The job's a game

And ev'ry task you undertakeBecomes a piece of cakeA lark! A spree! It's very clear to see

- Mary Poppins

+games @ work have history

+

+ hunting and fishing

+ festivals

+ athletic competition

children learn through play

ancient civilization

+ industrial revolution

+

creative classTHE RISE OF THE…

+cultural change

+our world is changing

new workforce

global demographics

technology revolution

social connectivity

‘user’ experience

is key

+IM

AG

INE

July 22, 1964

US-USSR Track Meet at LA ColisueumTeams stay in USC Residence Hall

Kim Kardashian makes $85m fromKim Kardashian: Hollywood mobile game

+7.2 billion humans1804 – 1 billion1927 – 2 billion1960 – 3 billion

2025 – 8 billion2050 – 9.6 billion2081 – 10 billion

Population growth rate is slowing !

+ the internet

87% of American adults now use the

internet

99% of households earning $75,000 or

more

97% of young adults

97% with college degrees

68% of adults connect via mobile

+ internet of things

+More young children know how to play a computer game (58%) …

than swim (20%) or ride a bike (52%)

91% of kids age 2-17 are gamers

+ 69% of kids age 2-5 can use a mouse,

but only 11% can tie their shoelaces

+64% of parents believe games are a positive part of their kid’s lives

+ mobile video

> 50% of all global growth by 2025 will come fromBRIC countries plus South Korea and Indonesia

Global Shift: Arrival of Emerging Economies

+ China

1.6 gamers in China for every American

citizen

517 million

28% play more than 1 hour a day

+ 71% of US gamers play on phoneup from 4% in 2013

In a global village of 100 61 would be Asian, ~80 would have

mobile,11 would be from Europe…

and 70 would be gamers…

Global Shift: Diverse and Distributed Workforces

+ why is big data so hyped?

“big data” was added to Merriam-Webster in 2014 edition…

an accumulation of data that is too large and complex for processing by traditional database management tools

+ “bigdataUX” – user research

+ game design

+ testing

A B

+ marketing

+ productivity gamesusing games to get the data you need

+where games work best

Skills-Behaviors

Matrix

Core Work Skills

Unique Work Skills

Expanding Work Skills

In-Role Behaviors

Organizational Citizenship Behaviors

+Lync Test Games

Build a Story

Landmarks

Road Signs

Mobile Fest

+lan

gu

ag

e q

uality

gam

e

+Results

Significant Quality Improvements for Windows 7

Positive Impact on Ship Schedule

Team Morale and Subsidiary Engagement

Total Screens Reviewed: Over 500,000

Total Number of Reviewers:

Over 4,500

Screens per Reviewer: Average 119

Significant Quality Improvements for product

Positive Impact on Ship Schedule

Team Morale and Dogfood User Engagement

Players Over 1,000

Feedback increase > 16x

Feedback received: 10,000+

Players vs. non-players 67% of players participate vs. 3% of non

Results

+ data scienceusing games to get the data you need

+

‘given enough eyeballs, all bugs are shallow’

Eric Raymond, The Cathedral and the Bazaar

+Gamified Transactions

Data Authenticity

Volu

me o

f D

ata

High

LowHighLow

GamifiedTransactions

SyntheticTransactions

“Authentic”Transactions

DogfoodUsage

+ data gathering methods

Authentic Beta Testing Telemetry

Dogfood/Crowdsource/Self Host

Synthetic Transactions Active Monitoring Passive Monitoring

+ gamified transactions (GT’s)

use game mechanics to direct crowd activity

carefully designed not to impact service load

cluster analysis for user groups and scenario determination

generate A/B comparative studies

predictive analytics

beware of the observer effect

+ types of elicited information what can we use GT’s for?

+ scenario coverage studies

features

early adopters

education / training

user research

marketing

performance

Monitoring

security

+crowd reputation scoring

the value of

gamified transactions

hinges on our ability to trust user’s

feedback

Good

Fair

Needs work

Poor

Reputation Scores

+ data science and feedback quality especially important when rewards are used

use the crowd to test each others results!

develop a probability function for each gamer indicating the chance of a correct item of input

reputation score is the Bayesian prior for correctness calculation

reputation is categorized using percentile

provide games that train to improve reputation

+ the opportunity GT’s bring to cloud

gamified monitoring experience tuning and

optimization scenario feedback performance marketing data crowdsourced testing

+

the marriage of games and

big data

turns gaming into a business process

+

thank you ! ross smith

rosss@microsoft.com

www.42projects.org

@42projects

/42projects