presentation

November 7th, 2013

University of Southampton (ECS) 4th INTERREG CONFERENCE

A Gamification Framework for native Arabic Speaking

Countries

GLOBAL CULTURE AND CREATIVITY: FROM DESIGN TO INNOVATION AND ENTERPRISE?

Mohamed Hisham Hassan [email protected]

Dr. Gary B. Wills

[email protected]

Nawfal Fadel El-Hashimi

[email protected]

Areeb Alowisheq

[email protected]

mailto:[email protected]




4th INTERREG CONFERENCE November 7th, 2013

Overview

‣ Introduction & Background

‣ Study 1: Middle Eastern Cultural traits

‣ Study 2: HCI in the Middle East

‣ Framework Design

‣ User’s testing and evaluation

‣ Future Work

2

4th INTERREG CONFERENCE November 7th, 2013 3

Introduction Arabic Speaking Countries

http://www.unesco.org/new/fileadmin/MULTIMEDIA/HQ/CLT/pdf/map_arabic.jpg

22 countries 5th Spoken Language

395 million speakers

http://www.unesco.org/new/fileadmin/MULTIMEDIA/HQ/CLT/pdf/map_arabic.jpg


“… an approach that combines many gaming elements into a non-gaming context.”

‣ Like managerial tasks, to increase users’ motivation and loyalty.

4

Gamification

(Deterding et al. 2011)

Introduction Definition

“Gameful Design”


Overview on Gamification

Fields Motivational Elements

12

4

11

4 1

9

1

Commerce EducationHealth Intra-organisationalSharing Sustainable ConsumptionWork InnovationData gathering

Poin

ts

Lead

erbo

ards

Badg

es

Leve

ls

Stor

y Th

eme

Cle

ar g

oals

Feed

back

Rew

ards

Prog

ress

Cha

lleng

e

7

44

6

4

66

910

9

Analysis of 24 Gamification Studies(Hamari et al. 2014)

Background


‣ Stages:- Awarding valuable products to users.- Virtual achievements.

‣ Few academic research starting from 2008.

‣ Top emerging technologies on Gartner HypeCycle in 2013.

6

HistoryBackground


Gamification Providers

Badgeville Inc. Bunchball Inc. Bigdoor Inc.

and many others…

Nike+ app

Background


Can the current gamification apps be used in the

Middle East ?

8

Problem

NO

Background


‣ Cultural differences.

‣ Human-Computer Interaction differences:

- Typography

- Images

- Layout

- Colours

9

ReasonsBackground


… is to provide a basis for building an online gamification platform designed specifically for the Middle Eastern culture.

10

Introduction Aims and Objectives

The main aim


‣ By forming guidelines about styles for images and shapes, design, and colour with respect to the culture.

‣ Method to measure users’ performance.

‣ Users are rewarded with various gamification elements.

11

Introduction Aims and Objectives

Objectives







‣ Future Work

12

Overview


‣ High Power-distance

‣ High Collectivism culture

‣ Level of Masculinity (High and Low)

‣ High-Uncertainty Avoidance level

‣ Long-term Orientation

13

Study 1: Middle Eastern Cultural traits Hofstede’s Cultural Analysis


‣ High-context culture

- based on information inference rather than explicit statements

‣ Fewer Human illustrations than Western culture

14

Study 1: Middle Eastern Cultural traits Cultural Differences


‣ Two main languages used:

- Arabic

- English

‣ Arabic language Diacritics

‣ Modern Standard Arabic (MSA) language model

15

Study 1: Middle Eastern Cultural traits Languages

79%

Secondary21%

Arabic as the primary language


Overview






‣ Future Work

16


‣ User Interface Characteristics

- Right-to-Left layout orientation

- Typography- Images and figures

‣ Arabic IT Users

‣ Arabic Content on the Internet

17

Study 2: HCI in the Middle East HCI Characteristics


‣ Colours

18

Study 2: HCI in the Middle East User interface Characteristics

ColourEquivalent meaning in Middle Eastern culture

Red Blood, Death

Yellow Soul, Sun, Happiness

Green Strength, Growth

Blue Faith, Truth

Gold Wealth

Brown Earth

Black Age, MaturityWhite Joy, Nature, Purity, Wisdom, Peace


Overview






‣ Future Work

19


‣ White Background colour

‣ Arabesque patterns

‣ Green colour palette

‣ Gamification elements:

- Points

- Leaderboard

- Challenges

- Badges

- Ranks

‣ Bilingual support20

Framework Design Guidelines


System Design English Version


System Design Arabic Version


Overview






‣ Future Work

23


‣ 12 participants from the Middle East

24

Testing and Evaluation Usability Tests

Font choice

Font size choice

Background colour

System’s colour palette

Simplicity

Ability to reach requirements

Changing Locale

Number of Alpha users per choice

3 6 9 12

11

1

11

22

32

322

22

21

43

4

78

79

55

4

Strongly Agree Agree Neutral Disagree Strongly Disagree


Testing and Evaluation EvaluationCategory

Middle Eastern Gamification System

Badgeville Platform Bunchball Nitro

System NatureStandalone gamification web-

based system (Platform)Gamification API attached to

websitesCloud-based Platform-as-a-

Service

Middle East culture appropriateness

Full Support None None

Bilingual support Full Support None None

Customisation by Clients Full Support Not Applicable Not Applicable

Usability User-friendly Depends on attached

websiteUser-friendly

Middle Eastern gamification mechanisms

(Ranks, Badges)Available Not Available Not Available

Customisable Badges Full Support Not Applicable Not Applicable

Extensibility Yes Yes No


Overview






‣ Future Work

26


‣ Integration with social networks e.g Facebook, and Linkedin

‣ Develop country-specific settings and gamification badges

‣ Using different gamification elements according to preference

‣ Conducting more usability tests

‣ Improving the system according to the usability test

27

Future Work


Thank you

28

presentation

Documents

others4th interreg conference

highcontext culture

introduction arabic

themiddle eastern culture

cultural differences

introduction definition

gameful design

users performance