+
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
www.42projects.org
@42projects
/42projects
