gameful design: creating passionate customers and coworkers

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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http://www.flickr.com/photos/mzn37/4001914227/sizes/o/in/photostream/

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http://www.flickr.com/photos/daviddittrich/3449898482/sizes/z/in/photostream/

http://www.flickr.com/photos/34520684@N03/3229232419/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.

sebastian@codingconduct.cc

@dingstweets

codingconduct.cc

Thank you.