GAMIFICATIONDECK
DESIGN THINKING FOR GAMIFICATION1
Daniel Meusburger | workplayce.blogspot.com | @dmeusburger
GAMIFICATION OFFERS OPPURTUNITIES
Possibility to engage customers, employees, end users
Increase productivity, sales, conversions
70% of Global 2000 Organization will have at least 1 gamified application by 2014 (Gartner) (Source)
50% of companies with innovation processes will gamifythose by 2015 (Gartner) (Source)
Market increase to $5.5 billion by 2018, from the $421 million today (marketsandmarkets) (Source)
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SO, START AND WIN?
of current gamificationapplications will fail to meet business objectives(Gartner, 2012)
80%
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REASONS
o Lack of planning
o Lack of (game design) talent
o Lack of user analysis and understanding
o Lack of user involvement
o Lack of brainstorming and
o Lack of prototyping
Poor (Game) Design
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Standard methodologies
often lack end users focus and
limit creativity in favor of structure
HOW TO START? 1
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DESIGN THINKING
a human-centered approachto innovation
(…) to integrate the needs of people,
possibilities of technology andrequirements for business success
(David Kelley, founder IDEO)
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DESIGN THINKING PROCESS
Process Steps
Understand the challenge. Gather information on requirements, stakeholders and limitations
Observe the users. Develop empathy fort he current situation and behavior of the user
Develop a Point of View. Connect the challenge with user empathy
Ideate (through brainstorming)
(Rapid) Prototyping
Test if the desired state is reached. Iterate!!!
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own depiction of the Design Thinking Process by d.school
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CORE CONCEPTS
KEY CONCEPTS
USER RESEARCH & ANALYTICS
RAPID PROTOTYPING
PLAYTESTING
INTERDISCIPLINARY TEAMS
ITERATION
USER TYPES & EMOTION
REQUIREMENT ANALYSIS
GAMIFICATIONFRAMEWORKS
EMOTION
Source:http://gamesforimpact.files.wordpress.com/2012/09/gamesforimpact-bestpractices.pdf
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REQUIREMENT ANALYSIS
> Understand the underlying challenge> Acquire knowledge
Action Steps
Gather information including goals, requirements and restrictions (budget, scale, resources)
Ask all stakeholders (customers, process/product owners)
Describe the challenge, current situation and ideas about the desired situation (goals)
Challenges
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• What is the challenge and what is the current situation?
• Who is affected and involved?
• Where do we want to be (goals) – What should be achieve (desired situation)?
Key Questions
REQUIREMENT ANALYSIS
Resources
• Gamification Model Canvas
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USER OBSERVATION
> Observe and analyze the end user> Develop empathy
Action Steps
Observe the end user, his/her behavior, environment and interaction with the environment
Ask the end user about the challenge, the problems and his/her wishes. Ask for improvement suggestions.
Try to develop an understanding and empathy for the position of the end user and analyze different perspectives.
Challenges
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• What is the position of the end user?
• How does the user interact with the object or within the process?
• How does the end user feel about the situation?
Key Questions
USER OBSERVATION
Resources
• User Stories, Interviews, Questionnaires
• User Journeys
• Octalysis
• User Types
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POINT OF VIEW (OPTIONAL)
> Combine information and empathy to understand the status quo
> Develop awareness
Action Steps
Analyze the results of the first 2 stages and link the situation to the user. Develop a concise (mental) understanding of the correlations.• You should be aware about how the problem and connects to business metrics• You should understand the view of the user
Discuss potential directions, influence points or bottlenecks with coworkers
Try to develop an understanding and empathy for the position of the end user and analyze different perspectives.
Challenges
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• How do the challenge and user behavior correlate?
• Which behaviors do I want to foster?
• How can we / What would improve the current situation of the end user?
• Where is the fun in it? (Instead of „How can we make this fun?“)
Key Questions
POINT OF VIEW (OPTIONAL)
Resources
• Octalysis
• Gamification Model Canvas (mechanics, dynamics, components, behaviors)
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IDEATION
> Brainstorm for playful ideas> Be creative
Action Steps
Set up a diverse, interdisciplinary team (various professions, cultures, viewpoints)
Organize the right environment (physical environment, rules for brainstorming) and promote creativeness
Brainstorm and collect all mentions
Categorize, combine and prioritize ideas
Challenges
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• None, be creative!
• What are your ideas?
Key Questions
IDEATION
Resources
• Brainstorming
• Mind mapping
• 35 Gamification Mechanics Set
• Video examples (for lacks of creativity)
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PROTOTYPING
> Create (fast) prototypes, try things out> Be active
Action Steps
Set up a diverse, interdisciplinary team (various professions, cultures, viewpoints). Maybe split up in subteams.
Organize the right environment (physical environment) and various kinds of materials (paper, pencils, post-its, lego, cardboard).
Give goals or requirements (e.g. maximum size, material, …)
Create prototypes from prioritized ideas
Challenges
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TESTING
> Test prototypes, get user feedback, iterate> Be adaptive
Action Steps
Raise end user feedback
• Multiple rotations possible: Paper-based draft, cardboard modeled draft, computer model, final application prototype
Play testing: Watch and analyze the behavior of the players and interview him/her afterwards
Establish a measurement system to gain data based on activity and behavior long-term
Monitor and improve the system based on quantitative analysis
Challenges
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• Do we achieve the desired outcome? Why not?
• What can we improve?
• Do you consider this fun / engaging?
• Is the balance of activities, challenges, behavior right?
Key Questions
TESTING
Resources
• Surveys, Interviews
• A/B Testing
• Big Data, Data Analytics (Long term)
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ITERATIVE PROCESS 1
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ADVANTAGES
Source:http://blogs.sap.com/innovation/innovation/what-is-design-thinking-030869http://designthinking.ideo.com/?p=409
User Empathy
Opportunity Utilization
Integrated Solutions
Collective Expertise
User Proximity
Power of Rapid Prototyping
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• Gamification Thinking? Structure Gamification Projects With Design Thinking http://workplayce.blogspot.co.at/2013/09/gamification-thinking-structure.html
Own Sources
SOURCES
Resources
• Gartner• http://www.gartner.com/newsroom/id/1844115• http://www.gartner.com/newsroom/id/1629214
• Markets and Markets• http://www.marketsandmarkets.com/Purchase/purchase_report1.asp?id=991
• IDEO• http://designthinking.ideo.com/?p=409
• SAP• http://blogs.sap.com/innovation/innovation/what-is-design-thinking-030869
• d.school• https://dschool.stanford.edu/groups/k12/wiki/17cff/
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DANIEL MEUSBURGERFeedback, questions, discussions are greatly appreciated
Twitter: @dmeusburgerEmail: [email protected]: workplayce.blogspot.com
Original Article: http://workplayce.blogspot.co.at/2013/09/gamification-thinking-structure.html
DESIGN THINKING FOR GAMIFICATION1