PowerPoint Presentation

Gamification &Design

ID 405 | Aakash Johry | IIT Bombay

Gamification

the use of game design principles and mechanics in non-game contexts

making technology more inviting by encouraging users to engage in desired behaviors

Men like to aim!

Image:Sustainable Sanitation Alliance

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Fold-it: Gamifying research

Image:Fold-it portal

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By 2015, 40% of Global 1000 organizations will use gamification as the primary mechanism to transform business operations

By 2014, 80% of current gamified applications will fail to meet business objectives, primarily due to poor design

Source: http://www.gartner.com/technology/research/gamification/

Some interesting statistics

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Gamification v/s usability

REMOVING FRICTION

Usability

INCREASING MOTIVATION

Psychology

Source: Anderson, S. P. (2011).Seductive interaction design: creating playful, fun, and effective user experiences. Pearson Education.

Source: Anderson, S. P. (2011).Seductive interaction design: creating playful, fun, and effective user experiences. Pearson Education.

Player Centered Design involves the following steps:

Know your player

Identify the mission

Understand human motivation

Apply mechanics

Manage, monitor and measure

Efficiency

Effectiveness

Satisfaction

Engagement

User-centred design

Player Centered Design

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Player persona

Source: Flurry Analytics, Electronics Software Association.

Know your player

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http://www.gamerdna.com/quizzes/bartle-test-of-gamer-psychology

Source: Kumar, J. M. & Herger, M. (2013). Gamification at Work: Designing Engaging Business Software.

Know your player

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Current and target scenario

Identify the mission

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Current scenario: The majority of people take the escalator instead of the stairs

Target scenario: We want people to take the stairs

Mission: Encourage majority of subway passengers to take the stairs instead of the escalator in a fun and engaging way.

Identify the mission

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Understand human motivation

Source: http://www.behaviormodel.org/

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Trigger

Ability

Motivation

Case study 1: Foursquare

A mobile game, a way of exploring cities, a way of telling friends where you are, and a way of tracking where friends have been and who they have been co-located with

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Case study 1: Foursquare

Game mechanics: points, badges,

leadership board

Motivation drivers: collecting,

achievement

Image: Foursquare

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Case study 1: Foursquare

Motivation driver: connecting

Source: http://techinch.com/page:44

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Game mechanics: Progress indicator

Motivation driver: Feedback

Case study 2: LinkedIn

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Game mechanics: network indicator

Motivation driver: Connecting, feedback

Game mechanics: endorsement buttons (communal discovery)

Motivation driver: Achievement, feedback

Case study 2: LinkedIn

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Collecting

Connecting

Achievement

Feedback

Self-expression

Some useful links for game mechanics:

SCVNGRs playdeck of game mechanics

Gamification wiki: list of game mechanics

Some motivation drivers

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Source: Kumar, J. M. & Herger, M. (2013). Gamification at Work: Designing Engaging Business Software.

Manage, monitor and measure

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Treating Gamification to be same as game design

Using Gamification to fix a bad business model/ poor design

Forcing users to play

Do no evil (ethical issues)

Dont overdo e.g. Digg

Dont of gamification

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Kumar, Janaki Mythily and Herger, Mario (2013): Gamification at Work: Designing Engaging Business Software. Aarhus, Denmark, The Interaction Design Foundation. ISBN: 978-87-92964-06-9. Book available online at http://www.interaction-design.org/books/gamification_at_work.html

Anderson, S. P. (2011).Seductive interaction design: creating playful, fun, and effective user experiences. Pearson Education.

Hgenhaug, P. S. (2012, April 26). Gamification And UX: Where Users Win Or Lose. Retrieved from http://uxdesign.smashingmagazine.com/2012/04/26/gamification-ux-users-win-lose/

Lindqvist, J., Cranshaw, J., Wiese, J., Hong, J., & Zimmerman, J. (2011, May). I'm the mayor of my house: examining why people use foursquare-a social-driven location sharing application. InProceedings of the SIGCHI Conference on Human Factors in Computing Systems(pp. 2409-2418). ACM.

Selective bibliography

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