mira dontcheva - "learning how to use adobe photoshop through gamification"
DESCRIPTION
Mira Dontcheva's Tech Talk for Adobe, sponsored by BunchballTRANSCRIPT
- 1.Learning How to Use Adobe Photoshop with Gamification Mira Dontcheva | Senior Research Scientist, Adobe 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
2. Who am I? 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2 3. Who am I?Adobe Tutorial Player for Photoshop Mixed-media Tutorials [Chi et al., to appear at UIST 2012][Grabler et al., SIGGRAPH 2009, Pongnumkul et al, UIST 2011]Discovery-based Games[Dong et al., SIGCHI 2012] 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.3 4. Software Use Today 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 4 5. Software Use TodayLearn by Doing 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5 6. Software Use Today 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 6 7. Software Use Today 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 7 8. Software Use Today 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 8 9. Software Use Today 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 9 10. Software Use Today 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 10 11. Software Use Today 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 11 12. Software Use Today 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 12 13. Software Use Today 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 13 14. Software Use Today 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 14 15. Goals1. Lower the barrier to entry for new customers2. Increase engagement with existing customers3. Give everyone a sense of accomplishment 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 15 16. Level Up for Photoshop (with Bunchball) 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 16 17. Level Up for Photoshop (with Bunchball)Petar Karafezov 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.17 18. 1. In-app panel 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 18 19. 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 19 20. 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 20 21. 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 21 22. 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 22 23. 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 23 24. 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 24 25. 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 25 26. 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 26 27. 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 27 28. 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 28 29. 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 29 30. 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 30 31. 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 31 32. 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 32 33. 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 33 34. 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 34 35. 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 35 36. 2. Website with Leaderboard 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 36 37. 3. Prizes 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 37 38. Pilot Deployment Sept 2011 Feb 2012Promotion: Trial downloads Facebook www.photoshop.com 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 38 39. Pilot Deployment Sept 2011 Feb 2012Promotion: Trial downloads Facebook www.photoshop.comFeedback: Nitro analytics (Bunchball) Monthly surveys Phone interviews 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 39 40. Results - Sept 2011 Feb 2012~1800 active players7063% completed Level 1 6351% completed Level 260 5137% completed Level 350 % of players403737% played the game more than once3031% watched a help video201016% posted on Facebook 05% tweeted Level 2 Level 3 played more Level 1 video Facebook Twitter than once 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.40 41. Results - Sept 2011 Feb 2012~1800 active players7063% completed Level 1 6351% completed Level 260 5137% completed Level 350 % of players40373737% played the game more than once303131% watched a help video201016% posted on Facebook 05% tweeted Level 2 Level 3 played more Level 1 video Facebook Twitter than once 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.41 42. Results - Sept 2011 Feb 2012~1800 active players7063% completed Level 1 6351% completed Level 260 5137% completed Level 350 % of players40373737% played the game more than once303131% watched a help video20161016% posted on Facebook 5 05% tweeted Level 2 Level 3 played more Level 1 video Facebook Twitter than once 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.42 43. Survey Data 259 responsesStrongly disagree DisagreeNeutral Agree Strongly Agree 100% 90% 80% 70% 60% 50% Overall 84%-90% positive sentiment 40% 30% 20% 10% 0% I enjoyed playing the gameThe game helped me learnI learned the basics of photosomething new editing using Photoshop 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.43 44. Players come from everywhere MEX1% OthersIND 18% ESP 1% 1% USAAUS 39%2% DEU 2% CAN 4%GBR6%#N/A26% 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.44 45. ImpressionsI think it is a great way for someone who is new to the software to learn how to use it. It teaches some great tips and tricks.I enjoyed learning techniques to improve my images. For a user who is not using Photoshop everyday, it is hard to remember the steps necessary to do what I want to do.Even though I have been using Photoshop for just over 6 years there were some little tips and tricks that I never knew about! With the work I do, I tend to use the same handful of tools ... its really great to see what other tools can do : )I find Photoshop to have a huge learning curve. I found this game to help fill in some of the stuff i should have learned and been using but somehow missed while learning. 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 45 46. Interviews6 phone interviews + Adobe Connect45 minutes individual interviews How did you get started with PS? How did you learn about Level Up? Favorite missions Did you use skills outside of the game? 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 46 47. Beginner: Melisa Retirednurse Uses GIMP wants to learn Photoshop 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 47 48. Advanced User: Justin Familyphotographer Hasused Photoshop for 9 years Learns from books and friends 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 48 49. Advanced User: Justin Familyphotographer Hasused Photoshop for 9 years Learns from books and friends 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 49 50. What about those points? 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 50 51. SurprisePeople start playing Level Up to collect points,but they continue using the panel as areference. 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 51 52. Was Level Up for Photoshop Successful?1. Lower the barrier to entry for new customers More people wanted to buy the product after trying it2. Increase engagement with existing customers Discovery of new tools and workflows Competition with friends3. Give everyone a sense of accomplishment All participants want to see more levels Transferred new skills to personal images 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 52 53. Next Steps Level Up 2.0 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 53 54. Next Steps Level Up 2.0 Othergamification strategies 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 54 55. Next Steps Level Up 2.0 Othergamification strategies Applyto more products 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 55 56. Lessons LearnedDont assume your customers will playPeople will play without any extrinsic awardsCompetition is a strong motivatorMust consider the long term impact 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 56 57. AcknowledgementsBunchball:Mike Earhart, Josh Utter-LeytonAdobe:Petar Karafezov, Luanne Seymour,Terri Stone, Thomas Ruark, Zak Nelson 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 57 58. Thank You!http://success.adobe.com/microsites/levelup/index.htmlhttp://www.facebook.com/LevelUpForPhotoshop [email protected] 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 58