gamification presentation for ieee 2013 03

© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

GamificationUnderstanding the possibilities for changeCharlie Bess, P.E.Blog: http://www.hp.com/go/tnbtTwitter: @cebess

http://www.hp.com/go/tnbt

© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.2

Definition

Gamification“the use of game design elements in non-game context”

Education Employee training program

E-commerce

Healthcare

BadgesLevels

PointsLeader-boards

Game (interface) elements Time constraint

Limited resources

Game mechanicsTurn-taking

InnovationIt is about goal-oriented, metrics-based, behavior change.


A New World

With the advent of virtual reality, advanced interaction capabilities of computing today, the barrier between the real world and a virtual world can be made permeable, allowing for new types of interaction and business value generation.


Just using games in business

Gamification is not…

Are you human? As a replacement for captcha

http://www.areyouahuman.com


Simulations – Although simulations can be serious games


Pulse!! The Virtual Clinical Learning Lab Texas A&M Corpus-Christi


Just for marketing and engagement or just because you are using Points, Badges and Leaderboards


LeaderboardPoints

Levels

Badges


We have all seen and participated games in business

Real World Activity Game Concept

Monthly sales competition Challenge

Frequent flyer program tiers Levels

Weight Watchers group Team

Free Coffee after ten purchases Reward

American express platinum card Badge


Here is a challenge…

You know we’re talking about gamification – right?

Listen for the top 3 ideas that you’d like to take back to your workplace. Why did you find them interesting?I’ll be asking you to talk about these near the end.


Why now?

Gaming techniques like dashboards, sales incentives and leader boards are not new or limited to business.

Nearly everyone is familiar with the badges & ribbons and their use in scouting and 4-H as well as “gold stars” in school. These techniques have been used to motivate children for years.

All the world’s a game.


Why now?

Business• Ecosystem of partners and

services• Reduction in product

lifecycle• Governance and compliance• Green• Innovation

Technology• Mobile• Cloud computing• Analytics/big data• Social• Automation and Workflow• Sensing & ubiquitous

computing

Trends


Most social media sites use gamification

Linked In


Most social media sites use gamification

Klout – a meta social site


Enterprise gamification is growing rapidly

By 2014, over 70% of companies will have at least one gamified product

By 2015, over 50% will gamify innovation

For business gamified services for consumer goods marketing and customer retention will become as important as Facebook, eBay or Amazon

They also said that 80% of implementations will fail by 2014 from poor design

Source: Gartner - http://www.gartner.com/it/page.jsp?id=1844115

http://www.gartner.com/it/page.jsp?id=1629214










It is applicable to all areas of services

Why should Gamification be of interest to you?

Exposed customers to additional capabilities (training):• New hardware features• Facilitate organizational change – Unified CommunicationsAs a feature of a product:• Improved project management or testing

Directly addresses business opportunities like:• Customer retention• Employee engagement• Collaboration across business segments• Business process adoption• Delivery consistency


It can directly effect the bottom line

Gamification can benefit the enterprise

Increase User engagement Motivate participation Influence behavior Drive adoption, learning Increase loyalty Improve quality of service Increase efficiency Reduce costs

Gamification Grows Up to Become a CEO's Best Friend - http://www.onforb.es/JcOFkH


Gamification Framework

Goals

FeedbackRules


RulesFeedbac

k

Goals

Organizational Goals

“Players”

• Loyalty• Mastery• Quality• Engagement• Envy• Control

• Recognition• Status• Access• Stuff• Self-

actualization

• Reputation• Performance• Quality• Completion• Quantity• Time

• Visual storytelling

• Visual cues• Response

objects• Reward

schedule• Disincentives• Access

Mechanics Measurement

BehaviorReward


What are your goals?

Think like a game designer

To change behavior?Persuade?Loyalty?

My perspective of gamification differs from some experts in thatI view ‘fun’ as a desired side effect, not a goal in itself.


Who are the players?

Think like a game designer

The customers, employees, community, target population you are trying to affect… •  Players are the center of a game •  Players feel a sense of autonomy/control •  Players play

You needs to get your players playing and keep them playing.

How do you create an experience? Something that doesn’t get old…


Bartle’s Player Types

Killers Achievers

ExplorersSocializers

People

Acting

Interacting

Environment

http://www.mud.co.uk/richard/hcds.htm


Game Balance

How many of you know about “flow”?• Time passed without your awareness• You think beyond the immediate task

Have any of you reached a state of flow in a gaming environment?

What made you move into that state?


There are different kinds of fun

1.  Easy Fun • Exploration• Fantasy• Creativity

2.  Hard fun • Goals• Obstacles• Strategy

Nicole Lazzaro’s 4 Keys

POSTER -- http://xeodesign.com/4k2f/4k2f.jpg WHITE PAPER -- http://www.xeodesign.com/xeodesign_whyweplaygames.pdf

3.  Serious Fun• Repetition• Rhythm• Collection

4.  People fun • Communicate• Cooperate• Compete


Finding the fun – the elements

• Loyalty• Mastery• Quality• Engagement• Envy• Control

• Recognition• Status• Access• Stuff• Self-

actualization

• Reputation• Performance• Quality• Completion• Quantity• Time

• Visual storytelling

• Visual cues• Response

objects• Reward

schedule• Disincentives• Access

Mechanics Measurement

BehaviorReward


The ‘Game’ is at the intersection of the elements and the experience

Games

Experiences Elements


Feedback

Audience

Private/ Individu

al

PublicLeadership

Batch Real-time

Timeliness

Feedback


Points

•  Used to keep score •  Determine win states •  Connect to rewards •  Provide feedback •  Display of progress •  Data for the game designer •  Fungible


Badges

•  Representations of achievement •  Flexibility •  Style •  Signaling of importance •  Credentials •  Collections •  Social display (status symbols)


Leaderboards

• Ranking – Feedback on competition • Personalized leaderboards – Friend-relative

variant • Social• Danger! (but more on that later)


Game Elements: foursquare.com

1.Point Systems•Experience points•Redeemable points

2.Badges (acts as a symbol of)•Goal Setting•Instruction•Reputation•Status•Group Identification

3. Leaderboards•No-disincentive leader board•Infinite Leaderboards

• Mayorship: Check-in to a venue on more days than anyone else in the past 60 days

• Badges: Check-in at different venues• Points: Check-in and earn points• Superuser status: Given to helpful

contributors


Pay attention to how these elements are perceived…

• The elements are not the game• Not all rewards are fun• Not all fun is rewarding• It is not a cookie cutter, but you can learn from your

mistakes

Beware of unintended consequences


A platform to share text, photos, quotes, links, music, and videos from your browser, phone, desktop, email or wherever you happen to be.

Caution


All games have rules

Rules

Rules provide :• Structure and focuso Have you ever heard someone say “that’s not fair”? It is because there are real or implied

rules in play.

• Guidance• A channel to move activities in desired ways• Consistency (they can’t change, unless there is a reason for

them to change)• A framework for self-discovery• Understanding for the player of what’s important

Rules define how players go about achieving the goals; they are the challenge of the game.


Why was that???

Have you ever seen a rules system that didn’t work?


Types

Rules

Decision points?Structure vs. experimentationSocial vs. alone (extrinsic vs. intrinsic)

Why• Learning?• Mastery?• Experience?• Persuade?

Remember it’s a game

Rules

Rules

Physical

BusinessSocial


Control is also a function of rules

Gaming the system

Looking for those unintended consequencesCheating – it’s part of life

Gaming the system


More Gamification Examples


Intent of the game: Design of Compact Protein Structures

Players: 1

Foldit

• Protein folding, puzzle game where results can be used in real science

• Human protein folders can be more effective than computers at certain aspects of protein structure prediction

Foldit gamers achieved the first crowdsourced redesign of a protein with more than 18-fold higher activity than the original.


Financial

Objective

s

Meas

ures

Targets

Initiatives

“To Succeed financially, how should we appear to our shareholders?”

Internal Business Process Objecti

ves

Meas

ures

Targets

Initiatives

“To satisfy our shareholders and customers, what business processes must we excel at?”

Learning and Growth

Objective

s

Meas

ures

Targets

Initiatives

“To achieve our vision, how will we sustain our ability to change and improve?”

Customer

Objective

s

Meas

ures

Targets

Initiatives

“To achieve our vision, how should we appear to our customers?”

Visionand

Strategy

Balanced Scorecard: Four Perspectives


Now What?


Be a game changer – ask questions

Starting a project

1.What are the goals?2.Who are the players?3.Understanding user motivation4.Define the story5.What will you measure?6.What behaviors do you need to change?7.What are the rewards?8.How can you test the game?


A personal experience…

Gamification of a conference abstract review process

Why was this project chosen:

Reviewer Metrics 2012 2011 2010

# of abstracts to review 1763 1592 1308

# of reviewers 286 277 264

Percentage of reviews completed as assigned

95.99%

98.73%

98.69%

Average number of feedback words/review

24.17 26.63 32.48

Reviews per Reviewer 30.50 28.74 24.78


The scope if the effort

The Abstract Review Team

~1800 abstracts total * 5 reviews / abstract = 9000 total reviews9000 reviews / 7 sub committees = 1286 review assignments per sub-committee1286 reviews / 5 PC members per subcommittee = ~258 review assignments per PC member~258 reviews / 9 reviewers = ~28 reviews per reviewer

7 PC Co-Chairs (Sub-Committee leaders)

Sub-committee

~1280abstract assignments

abstracts

ReviewersPC member + ~8 Subreviewers

Co-ChairPC

member

PCmember

PCmember

PCmember

PCmember

PCmember

Co-ChairPC

member

PCmember

PCmember

PCmember

PCmember

PCmember

Co-ChairPC

member

PCmember

PCmember

PCmember

PCmember

PCmember

Co-ChairPC

member

PCmember

PCmember

PCmember

PCmember

PCmember

Co-ChairPC

member

PCmember

PCmember

PCmember

PCmember

PCmember

Co-ChairPC

member

PC PCmember

PCmember

PCmember

PCmember

Co-ChairPC

member

PCmember

PCmember

PCmember

PCmember

~28abstracts

~28abstracts

~28abstracts

~28abstracts

~28abstracts

~28abstracts

~28abstracts

~28abstracts

~28abstracts


A personal experience…


The players:The abstract reviewers

The motivations:1. Intrinsic – do a good job, learn more2. Extrinsic – recognition by their peers

The goals:1. Increase the quality of the feedback to the authors by the reviewers2. Improve the timeliness of the reviews

Measurement:1. When reviews are completed2. Comment word count

• Targeted at authors• Targeted at reviewers


Points


Points are awarded for:• Performing reviews• Completing badges


Badges



Dashboard


Badges updated once per weekMail containing feedback of rankings sent out approximately 3 times a week.



xxx, DBi shows you have completed 8 reviews out of the 30 you are scheduled to perform. We are 62.07 percent through the review process and you are 26.67 percent through your reviews. The review period end date is December 5th.Your total score is currently: 8 That score ranks you 152 among the non-PC reviewers. We just finished week 3. To access the current Reviewer dashboard, go to: http://link.hp.com/u/zzzzThank you for your efforts in support of Tech Con.

A feedback example

yyy, DBi shows you have completed 32 reviews out of the 32 you are scheduled to perform. Congratulations on having your reviews marked complete in DBi. You can always update them between now and December 5th.You have 'the most reviews completed in week 3' badge. Your total score is currently: 42 That score ranks you 4 among the non-PC reviewers. We just finished up week 3. To access the current Reviewer dashboard, go to: http://link.hp.com/u/zzzz Thank you for your efforts in support of Tech Con.


Testing…


For this project we had years of previous review detailed data.

I created tools to run the dashboard and identify the badge winners for 2 of the previous years.

This gave me a performance baseline, as well as ensure that the tools would work when it came time to actually perform the reviews.


Timeliness of reviews

The Results

It may just be the Hawthorne effect:The simple act of paying attention has a positive impact on productivity.


Addressing the goals

The Results

Tech Con Metrics 2013 2012 2011 2010

# of abstracts to review 1880 1763 1592 1308

# of reviewers 332 286 277 264

Percentage of reviews completed as assigned

99.12% 95.99%

98.73%

98.69%

Reviewers per Reviewer 28.31 30.50 28.74 24.78

Feedback words to authorsAverageStd. DeviationMedian

127.4582.33

110

106.9084.37

91

104.37

85.8594

89.7194.86

74

Feedback words to other reviewersAverageStd. DeviationMedian

5.7617.18

0

4.7316.97

0

4.3915.49

0

4.6416.07

0


Lessons learned

Don’t underestimate the communications plan• If the players do not understand the rules, they will not playEven simple efforts can impact behavior• Just because the players “think” it had no impact, doesn’t

make it trueFun can be part of the effort• It is not easy to build a gamification experience where fun

interaction/collaboration takes place You will not get it right the first time


I said I was going to ask you about this…

Challenge…

What were the top 3 tips that you’d like to take back to your workplace? Why?


Discussion??

Charlie Bess, P.E.e-mail: [email protected]: http://www.hp.com/go/tnbtTwitter: @cebess

http://www.hp.com/go/tnbt


ReferencesGamification 101: http://www.bunchball.com/sites/default/files/downloads/gamification101.pdfFun is the future: http://www.youtube.com/watch?v=6O1gNVeaE4gGartner Predicts Over 70% penetration of Gamification: http://www.gartner.com/it/page.jsp?id=1844115Gamification of the Enterprise: http://www.infoworld.com/d/applications/gamification-of-the-enterprise-201959 Jane McGonigal, Reality is Broken: Why Games Make Us Better and How They Can Change the World (New York: The Penguin Press, 2011), Jane McGonigal video: Gaming Can Make a Better World”: http://www.ted.com/talks/jane_mcgonigal_gaming_can_make_a_better_world.htmlhttp://www.slideshare.net/ervler/gamification-how-effective-is-itChorewars: http://www.chorewars.com/help.phpGamification course from Whorton on Coursera: https://class.coursera.org/gamification-2012-001/

http://www.bunchball.com/sites/default/files/downloads/gamification101.pdf

http://www.youtube.com/watch?v=6O1gNVeaE4g


http://www.infoworld.com/d/applications/gamification-of-the-enterprise-201959

http://www.ted.com/talks/jane_mcgonigal_gaming_can_make_a_better_world.html



http://www.chorewars.com/help.php



https://class.coursera.org/gamification-2012-001/

https://class.coursera.org/gamification-2012-001/

gamification presentation for ieee 2013 03

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