gameful design: creating passionate customers and coworkers
Post on 17-Oct-2014
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Talk at the Innovation Lab Denmark, June 20, 2013. http://ilab.dk/gamification-konferenceTRANSCRIPT
gameful designcreating passionatecustomers and co-workersSebastian Deterding (@dingstweets)Innovation Lab Denmark, Copenhagen, June 20, 2013
cb
1 what?
We are all game designers
http://www.flickr.com/photos/seandreilinger/3342015670/sizes/o/in/photostream/
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StoryRules, challenges
Free, safe play spaceShared toy objects
GoalsFeedback
Fitness
Finance
Sustainability
Activism
Education
work
Life
The blueprint (still)
pointsTracking, Feedback
badgesGoals, surprise
leaderboardsCompetition
incentivesRewards
2 Why?
Motivation
A
BShift
#1
from Utility & Usability ...
… to Motivation
… and enjoyment
Buy!From transaction to interaction
Upload!
Comment!
Tag!
Digg!Forward!
Invite!
Bookmark!Retweet!
Share!
Add friend!
Design!
Mark as Spam!
Like!
Answer!Vote!
Register Now!
Subscribe!
Shift
#2
New markets
health self-improvement eco/green
Shift
#3
new productivity factors
Shift
#4
From extrinsic to intrinsic
Shift
#5
Loyalty programmes!
http://www.flickr.com/photos/diego_rivera/4261964210
Extrinsic motivation
Earn 1,000,000,000,000 points
Score: 964,000,000,000,000(You rock!)
Intrinsic motivation
http://www.flickr.com/photos/areyoumyrik/308908967
What intrinsic motivation drivespassionate users?
Pop Quiz!
The product is awesome!
The company is awesome!
The experience is awesome!
A B C
Pop Quiz!
The product is awesome!
The company is awesome!
The experience is awesome!
A B C
Pop Quiz!
I am awesome!D
Better X
Better user of X** aka »competence«
Teresa M. Amabile
»This pattern is what we call the progress principle: of all the positive events that influence inner work life, the single most powerful is progress in meaningful work.«
the progress principle (2012: 76)
Teresa M. Amabile
»Truly effective video game designers know how to create a sense of progress for players within all stages of the game. Truly effective managers know how to do the same for their subordinates.«
the progress principle (2012: 88)
Raph Koster
»Fun is just another word for learning.«
a theory of fun for game design (2005)
Raph Koster
»Fun from games arises out of mastery. It arises out of comprehension. It is the act of solving puzzles that makes games fun. With games, learning is the drug.«
a theory of fun for game design (2005)
Edward Deci, Richard Ryan
»An understanding of human motivation requires a consideration of innate psychological needs for competence, autonomy, and relatedness.«
the what and why of goal pursuit (2000)
3 how?
1 competence
Autonomy2
relatedness3
competence1
Not fun Funhttp://www.flickr.com/photos/sulamith/1342528771/sizes/o/
http://www.flickr.com/photos/photonquantique/3364593945/sizes/l/
Raph Koster
»Fun is just another wordfor learning.«
through interesting challenges
a theory of fun for game design (2005)
Goals ...
+ Rules ...
= Interesting challenges
+ Feedback ...
http://www.flickr.com/photos/bodgerbrooks/1315419080
= Experiences of competence
Earn 1,000,000,000,000 points
Score: 964,000,000,000,000(You rock!)
feedback without mastery
Danger
Stand in the user’s way
Ticket
For ticket, drag red dot through labyrinth
Level 2
Ticket
For ticket, drag red dot through labyrinth
Core challenge of E-Mail?
• Maximum output?
• Correct, polite, actionable?
• Prioritized?
• Fast answers?
• Check less often?
• Inbox Zero?
Priorotization
Inbox Zero
Procrastination
find the right challenge
Princip
le
#1
clear, visually present goals
Princip
le
#2
Structured flow of goals
Princip
le
#2
Scaffolded challenge
Princip
le
#3
»flow«
Diff
icul
ty
Skill/Time
anxiety
boredom
flow: the psychology of optimal experienceMihaly Csikszentmihalyi
“juicy” feedback
Princip
le
#4
Autonomy2
Heeter et al. 2011, Mollick & Rothbard 2013
Johan Huizinga
»First and foremost, all play is a voluntary activity.«
homo ludens (1938/1950: 7)
Edward Deci, Richard Ryan
»An understanding of human motivation requires a consideration of innate psychological needs for competence, autonomy, and relatedness.«
the what and why of goal pursuit (2000)
Fun Voluntary
Voluntary Fun
the undermining effect
feedback
perceived as
controllingthwarts
autonomy
motivation
perceived as
informingsupports
competence
+
–
Deci & Ryan 2012
… vs. Quality and Variety
Princip
le
#1
safe from consequence
meaningful choice
Princip
le
#2
http://ascottallison.files.wordpress.com/2009/12/p1030286.jpg
avoid controlling feedback
Princip
le
#3
Effective, but not sustainable
»Reward« intrinsically* With more utility, mastery, autonomy, meaning, relatedness
Princip
le
#4
things to play with
Princip
le
#5
Kars Alfrink
»So when designing tools for play, underspecify!«
a playful stance (2008)
http://www.flickr.com/photos/purplemattfish/3205907410/sizes/o/in/photostream/
Provide invitations
Princip
le
#6
relatedness3
»You look especially lovely tonight.«
http://www.flickr.com/photos/beigeinside/50122570/
»Now I feel like you’re just doing it for the points.«
Danger
Donald T. Campbell
»The more a quantitative social indicator is used for social decision-making, the more subject it will be to corruption pressures and the more apt it will be to distort and corrupt the social processes it is intended to monitor.«
assessing the impact of planned social change (1976)
http://www.rasmusen.org/x/images/pd.jpg
reframing as strategic action
Danger
creates myopic focus
So you also played EcoChallengeTM?
… vs. Quality and Varietycreates side effects
<Insert Dilbertcartoon here>
http://www.flickr.com/photos/mrlerone/405730185/sizes/o/
What we usually design
Who decides how this is used
http://www.flickr.com/photos/docentjoyce/3138887652
lived values of exploration ...
… mastery, ...
http://www.flickr.com/photos/paulgorman/1392988135
http://www.flickr.com/photos/7amanito/3030759646
… benign transgression, ...
http://www.flickr.com/photos/iboy/5709372593
… and mutual care.
http://www.flickr.com/photos/iboy/5709372593
»It is the nature of a fun community to care more about the players than about the game. ... We are having fun. We are caring. We are safe with each other. This is what we want.«
Bernie de Koventhe well-played game (1978: 19-20)
Edward Deci, Richard Ryan
»An understanding of human motivation requires a consideration of innate psychological needs for competence, autonomy, and relatedness.«
the what and why of goal pursuit (2000)
model the values you wish to see.
Princip
le
#3
http://www.dailymail.co.uk/news/article-2047684/Dangerous-drivers-silent-treatment-Venezuela-employs-mimes-traffic-police.html
“the spirit of the rules”
in summary
in an age of motivation ...
http://www.flickr.com/photos/diego_rivera/4261964210
… move from extrinsic ...
… to Intrinsic motivations ...
http://www.flickr.com/photos/areyoumyrik/308908967
to create passionate customers and coworkers.
I am awesome!
Earn 1,000,000,000,000 points
Score: 964,000,000,000,000(You rock!)
Instead of shallow progress wars...
create systems to master,
… and a free space to play ...
… that are truly meaningful.
… vs. Quality and Varietydon’t just set up rule systems:
model the community values you wish to see.
@dingstweets
codingconduct.cc
Thank you.