rod's 5 gamification design questions: a simpler, faster, and funner toolkit for designing...

Unified Business Model Gamifica1on A New and Proven Strategy to

Massively Engage, Acquire, and Retain Customers

Profitably Create, Deliver, and Share Happiness

Dr. Rod King Pioneer and Architect of Business Model Gamifica7on

ROD U

Gamifica1on Problems, Consequences, and Solu1on

PROBLEMS & CAUSES q  Many Change Management projects fail

q  It’s becoming very tough to mo1vate customers and employees to get desired jobs done

q  Inadequate understanding, planning, execu1on, and management of a Strategy of Business Model Gamifica1on

q  Piecemeal approach to gamifica1on: No common or unified framework for systema9cally documen9ng, planning, execu9ng, and managing gamifica9on projects

q  Too many fragmented tools are used in gamifica1on projects

q  Predominant focus on the “How?” (tac1cs/ game mechanics) rather than the “Why?” (strategy/core drivers) of human and business mo1va1on

CONSEQUENCES q  Unprofitable Change Management projects

q  Unprofitable Gamifica1on projects

q  Nega1ve Return On Investment (ROI)

q  Waste of 1me, money, and other resources in gamifica1on projects

q  “By 2014, 80 percent of current gamified applica1ons will fail to meet business objec1ves primarily due to poor design”

Gartner

SOLUTION q  Strategy of Unified Business Model Gamifica1on: Holis1c approach for understanding, documen1ng, and

managing projects on Business Model Gamifica1on as well as Gamified Change Management Simple internal integra9on of gamifica9on frameworks, tools, and ideas as well as external integra9on with frameworks, tools, and ideas of Business Strategic Management

GAMIFY GAMIFICATION “Entertaining and Profitable Mo)va)on and/or Change

Especially Using Game Mo)va)on Mechanisms”

“Entertainingly and Profitably Mo)vate and/or Change

Especially Using Game Mo)va)on Mechanisms”

Basic Defini1ons in Business Model Gamifica1on

Business Model Gamifica7on = Gamified Business Model Innova7on = Gamified Change Management

Business Model Gamifica1on Involves

A Con1nuous Experiment That Uses

Game Mo1va1on Mechanisms (GMM) to Entertainingly and Profitably Create, Deliver, and Share Happiness

(Value)

Starbucks

Nike

Companies Successfully Applying

A Strategy of BUSINESS MODEL GAMIFICATION

TwiMer

#4ROD. Dr. Rod King. [email protected] & hep://businessmodels.ning.com & hep://twieer.com/RodKuhnKing

Companies Successfully Applying a Strategy of BUSINESS MODEL GAMIFICATION

Business Model Gamifica7on = Gamified Business Model Innova7on = Gamified Change Management

Systema1cally Understand, Document, and

Manage Projects On

Business Model Gamifica1on

5 Ques1ons Of

Unified Business Model Gamifica1on


ROD’s 5 Gamifica1on Design Ques1ons Profitably Create, Deliver, and Share Happiness

1.  WHY Gamify?

2.  WHO to Gamify for?

3.  WHAT to Gamify?

4.  TO WHAT to Gamify?

5.  HOW to Gamify? Gamify = “Entertainingly and profitably mo1vate, learn, solve problem, or get a job done”

Ideas and Tools for Answering The 5 Ques9ons

Of Unified Business Model Gamifica9on



1.  WHY Gamify?




5.  HOW to Gamify?

Yu-‐Kai Chou Octalysis Framework

Richard Bartle Bartle Player Types

Amy Jo Kim Social Engagement Verbs

Gamify = “Entertainingly and profitably mo1vate, learn, solve problem, or get a job done”



1.  WHY Gamify?





Yu-‐Kai Chou Octalysis Framework

Richard Bartle Bartle Player Types

Amy Jo Kim Social Engagement Verbs

Visionary Gamified Business Model

q  Gamifica7on Pentagon q  Red Ocean Disrup7on (ROD) Game q  Customer Gamifica7on Pyramid q  3P-‐Business Model Gameboard q  6 Jobs of Highly Innova7ve Teams q  Game Mechanics, Dynamics, and Aesthe7cs: Physical; Mental; Social; Reputa7on


GAMIFICATION PENTAGON: Visual Worksheet for Itera9vely Answering the 5 Gamifica9on Design Ques9ons Profitably Create, Deliver, and Share Happiness


WHO?

WHAT? TO WHAT?

HOW?

WHY?

Object/ Topic

Conven)on (Present: Red Ocean/Job)

GAMIFICATION PENTAGON: Visual Worksheet for Itera9vely Answering the 5 Gamifica9on Design Ques9ons Profitably Create, Deliver, and Share Happiness


WHO?

WHAT? TO WHAT?

HOW?

WHY?

Business Model

Blue Ocean Gamifica1on Model/

Behavior/Habit

Red Ocean Gamifica1on Model/

Behavior/Habit

Problem-‐Solving Cycle q  D: Define q  B: Build q M: Measure q  A: Analyze q  I: Improve q  L: Learn


GAMIFICATION PENTAGON: How Dick Fosbury Disrupted the High Jump Game Profitably Create, Deliver, and Share Happiness


WHO?

WHAT? TO WHAT?

HOW?

WHY?

HIGH JUMP

Bring Honor to Country Set a world record at the

Olympic Games

Dick Fosbury, Game Changer



APPLE’S GAMIFICATION PENTAGON: How Apple/Steve Jobs Disrupted the Music Game Profitably Create, Deliver, and Share Happiness


WHO?

WHAT? TO WHAT?

HOW?

WHY?

Empowerment & Happiness “Think Different”

Classic iPod: (“A Thousand Songs In Your Pocket”)



6 Jobs of Highly Innova1ve Teams (Problem-‐Solving Cycle of “DB-‐MAIL”)

Problem Definer

Solu1on Builder

Problem Analyzer

Solu1on Improver

Value Learner

D

M

B

A

L Problem Measurer

Round: .....

Object (Topic/ Logo)


I

Problem Definer

Solu1on Builder

Problem Analyzer

Solu1on Improver

Value Learner

D

M

B

A I

L

Analyze Problem Analyze data/info Categorize inputs Model process/system Structure/Classify outputs Display cri9cal thinking

Improve Solu1on Resolve trade-‐offs Do mul9level thinking Transform; Disrupt Role-‐play; Simplify Implement tac9cs

Learn What’s Valued What to learn/share Evaluate (-‐/+); Monitor Reflect: Lesson Learned Tell stories; “Pitch” Summarize

Measure Problem Measure impacts Collect data/info Quan9fy rela9onships Confirm channels Verify/Validate

Problem Measurer

Define Problem Define/sketch customer Make field visits; Network Observe anomalies, pains & trade-‐offs Ques9on ecosystem Explore in space/9me

Object (Topic/ Logo)

6 Jobs of Highly Innova1ve Teams (Problem-‐Solving Cycle of “DB-‐MAIL”) Round: .....

Build Solu1on Set goals/strategies Brainstorm specs/propn. Idealize; Use “What if?” Analogize; Experiment Prototype tool; Pilot


PROJECT TEAM

TEAM MEMBER

Problem Definer

Solu1on Builder

Problem Measurer

Problem Analyzer

Solu1on Improver

Value Learner

Project Descrip1on:

Date: …………………………....


PROBLEM DEFINER

SOLUTION (PROTOTYPE) BUILDER

PROBLEM MEASURER

PROBLEM ANALYZER

SOLUTION IMPROVER

VALUE LEARNER

Why? ………………………………………………………………………………………………………….…………………………………………………………..…………………..…..…… Who? …..…………………………………………………………………….………………………………………………….….……….………..……………………………..…………..…… What? ……..…………..……..……………………………………………………………………………………………………………………………..…….…………………………….…… To What? ………………………………………………………………………………………………….…………………………………….………………………………………………….. Project Team: …………………………………………….…………..…….…………..…….……………………...………………………….……………………………………………..

Date: ………………………….... PROJECT JOURNAL

(Problem-‐Solving Cycle of “DB-‐MAIL”) Round: .....


LEADERBOARD

NAME OF PROJECT TEAM

ROUND 1

ROUND 2

ROUND 3

ROUND 4

ROUND …

Project Descrip1on:

Date: …………………………....


Customer Gamifica1on Pyramid How to Simply Engage, Acquire, and Retain More Customers

Customer Gamifica1on Pyramid: 8 Core Drivers of Unhappy People, Products, and Workplaces Profitably Create, Deliver, and Share Happiness


Achiever

Socializer

Discoverer

Survivor P: PHYSICAL Unhappiness

I: INTELLECTUAL Unhappiness

E: EMOTIONAL Unhappiness

S: SPIRITUAL Unhappiness

Compe77on

Collabora7on

Explora7on

Survival

Customer/Job To Get Done/BUMP:

q Loneliness/Lack of Support q Rejec9on/Being Bullied q Miscommunica9on q Feeling Unloved/Unwanted

q  Ignorance/Mental Block q Confusion/Complexity q Secrets/Mystery q  Inaccessibility

q Boredom/Delay q Chaos/Being Lost q  Indecision/Doubt q Uncertainty

q Fear/Tension q Hunger/Waste q Fa9gue/Stress q Sickness/Death

q Physical Pain q Poverty/Debt q Physical Craving q Danger

q Apathy/Ugliness q No Romance q Poor Exchanges q Egocentrism

q Powerlessness q Low Self-‐esteem q  Iden9ty Crisis q  Incompetence/Unskilled

q  Injus9ce/Selfishness q Disunity/Hopelessness q Society’s Deteriora9on q Being Unrecognized

q No Big-‐picture Sense or Meaning q Disempowerment & Low Status

q No Social Influence q Trouble/Conflict/Fights

q  Info Overload q Mundaneness

q Scarcity q No Sign of Accomplish-‐ ment

Drivers of Unhappiness (Constraints/Barriers/Obstacles)

The Ul1mate Purpose of Gamifica1on Is

THE PURSUIT OF HAPPINESS: To Profitably Create, Deliver, and Share

Happiness

Customer Gamifica1on Pyramid: Template for “Body, Mind, Heart, and Spirit” Happiness Profitably Create, Deliver, and Share Happiness


Customer Gamifica1on Pyramid: The 4 Building Blocks of Happiness Profitably Create, Deliver, and Share Happiness


Achiever

Socializer

Discoverer

Survivor P: PHYSICAL Happiness

I: INTELLECTUAL Happiness

E: EMOTIONAL Happiness

S: SPIRITUAL Happiness

Compe77on

Collabora7on

Explora7on

Survival


Mo1va1onal Factors (Desires/Ideals)

Customer Gamifica1on Pyramid: The 4 Building Blocks of Happiness Profitably Create, Deliver, and Share Happiness


Achiever

Socializer

Discoverer

Survivor P: PHYSICAL Happiness




Compe77on

Collabora7on

Explora7on

Survival


Extrinsic

Mo9

va9o

n

Mo1va1onal Factors

Intrinsic

Mo9

va9o

n

Customer Gamifica1on Pyramid: Tac9cal Mo9vators (Value Factors; Core Drivers; Proposi9ons) Profitably Create, Deliver, and Share Happiness


Achiever

Socializer

Discoverer

Survivor

q Status/Power; Mastery q Customiza7on; Fun; Flow

q Design/Aesthe7cs q  Interac7vity

q Novelty q Simplicity/ Accessibility/ Convenience

q Performance q Price (Cost)

Compe77on

Collabora7on

Explora7on

Survival


P: PHYSICAL Happiness




Extrinsic

Mo9

va9o

n

8 Mo1va1onal Factors

Intrinsic

Mo9

va9o

n


Achiever

Socializer

Discoverer

Survivor

q Enlightenment & Meaning q Empowerment

q Social Influence q Trouble Avoidance

q Scarcity q Surprise & Suspense

q Ownership q Accomplish-‐ ment

Compe77on

Collabora7on

Explora7on

Survival






Customer Gamifica1on Pyramid: Strategic Mo9vators (Value Factors; Core Drivers; Proposi9ons) Profitably Create, Deliver, and Share Happiness

Intrinsic

Mo9

va9o

n Extrinsic

Mo9

va9o

n


Customer Gamifica1on Pyramid: Games for “Body, Mind, Heart, and Spirit” Happiness Profitably Create, Deliver, and Share Happiness


Achiever

Socializer

Discoverer

Survivor P: PHYSICAL Games

I: INTELLECTUAL Games

E: EMOTIONAL Games

S: SPIRITUAL Games

Compe77on

Collabora7on

Explora7on

Survival


Intrinsic

Mo9

va9o

n Extrinsic

Mo9

va9o

n

Mo1va1onal Factors

Customer Gamifica1on Pyramid: Elements of the Happiness Quo9ent (HQ) Profitably Create, Deliver, and Share Happiness


Achiever

Socializer

Discoverer

Survivor PHYSICAL Quo9ent (PQ)

INTELLECTUAL Quo9ent (IQ)

EMOTIONAL Quo9ent (EQ)

SPIRITUAL Quo9ent (SQ)

Compe77on

Collabora7on

Explora7on

Survival


Intrinsic

Mo9

va9o

n Extrinsic

Mo9

va9o

n

Mo1va1onal Factors

Customer Gamifica1on Pyramid: Habits of Player Archetypes Profitably Create, Deliver, and Share Happiness


Achiever

Socializer

Discoverer

Survivor PHYSICAL Quo9ent (PQ)

INTELLECTUAL Quo9ent (IQ)

EMOTIONAL Quo9ent (EQ)

SPIRITUAL Quo9ent (SQ)

Compe77on

Collabora7on

Explora7on

Survival


Intrinsic

Mo9

va9o

n Extrinsic

Mo9

va9o

n

Mo1va1onal Factors

enthusias7c dynamic

cra`y energe7c

materialis7c

curious ques7oning

analy7cal crea7ve

sociable

empathe7c

caring

communal

purposeful

compe77ve strong-‐willed

driven

Examples Visually Organize and Manage Ideas in Gamifica9on Projects



Achiever

Socializer

Discoverer

Survivor





Compe77on

Collabora7on

Explora7on

Survival





S: SPIRITUAL Happiness 8 Mo1va1onal Factors



Achiever

Socializer

Discoverer

Survivor





Compe77on

Collabora7on

Explora7on

Survival


Intrinsic

Mo9

va9o

n Extrinsic

Mo9

va9o

n





Customer Gamifica1on Pyramid Profitably Create, Deliver, and Share Happiness


Achiever

Socializer

Discoverer

Survivor

•  Existen9al Games

•  Musical Games •  Naturalis9c Games •  Interpersonal Games •  Intrapersonal Games

•  Verbal-‐Linguis9c Games •  Logical-‐Mathema9cal Games

•  Visual-‐Spa9al Games •  Bodily-‐Kinesthe9c Games





Compe77on

Collabora7on

Explora7on

Survival

P.I.E.S. Taxonomy for Games


Intrinsic

Mo9

va9o

n Extrinsic

Mo9

va9o

n







Achiever

Socializer

Discoverer

Survivor

•  Existen9al Games

•  Musical Games •  Naturalis9c Games •  Interpersonal Games •  Intrapersonal Games

•  Verbal-‐Linguis9c Games •  Logical-‐Mathema9cal Games

•  Visual-‐Spa9al Games •  Bodily-‐Kinesthe9c Games





Compe77on

Collabora7on

Explora7on

Survival

P.I.E.S. Taxonomy for Games


Intrinsic

Mo9

va9o

n Extrinsic

Mo9

va9o

n

Gamified Progress Indicators







Achiever

Socializer

Discoverer

Survivor

•  Teachers; Educa9onal Policies; Literature •  Curiosity; Intui9on; Cri9cal Capacity •  Analyze; Study; Inves9gate; Meditate •  Imagina9on; Boldness; Inven9veness •  Invent; Design; Compose; Interpret

•  Food; Shelter; Health •  Physical Health; Mental Health •  Feed; Clothe; Work; Rest •  Social Security; •  Take care; Plan; Help

q Freedom q  Iden7ty

q Affec7on q Par7cipa7on q Leisure

q Understand-‐ ing q Crea7on

q Subsistence q Protec7on

Compe77on

Collabora7on

Explora7on

Survival

Max-‐Neef’s Human Needs

•  Equal Rights •  Autonomy; Self Esteem; Passion •  Open-‐mindedness •  Idealism/Social Jus9ce

•  Family; Friendships; Rela9onships •  Respect; Humor; Generosity; Sensuality •  Love; Emo9onally Express; Share; Care


Intrinsic

Mo9

va9o

n Extrinsic

Mo9

va9o

n





•  Values; Norms; Customs •  Self-‐awareness/growth •  Self-‐esteem; Belonging •  Commitment



Achiever

Socializer

Discoverer

Survivor

•  Curiosity/Knowledge •  Order/Organiza9on

•  Saving/Collec9ng Things •  Vengeance/One-‐upmanship •  Ea9ng/Food •  Physical Ac9vity/Exercise





Compe77on

Collabora7on

Explora7on

Survival

Reiss’s Drivers of Happiness

•  Power/Influence •  Independence/Self-‐reliance •  Humor/Loyalty •  Idealism/Social Jus9ce

•  Social Contact/Companionship •  Acceptance/Belonging •  Family/Rela9onship •  Romance/Sex and Beauty


Intrinsic

Mo9

va9o

n Extrinsic

Mo9

va9o

n





•  Status/Social Standing •  Tranquility/Emo9onal Calm



Achiever

Socializer

Discoverer

Survivor

•  Wisdom •  Knowledge •  Facts

•  Problem-‐Solving

•  Food •  Water •  Health •  Protec9on

•  Breathing •  Sleep •  Safety •  Security





Compe77on

Collabora7on

Explora7on

Survival

Maslow’s Mo9va9on Mechanisms

•  Self-‐actualiza9on •  Self Esteem •  Status •  Pres9ge

•  Reputa9on •  Morality •  Spontaneity •  Mastery

•  Belonging •  Love •  Family •  Sexual In9macy

•  Aesthe9cs •  Friendship •  Community •  Empathy


Intrinsic

Mo9

va9o

n Extrinsic

Mo9

va9o

n







Achiever

Socializer

Discoverer

Survivor

•  Status •  Enlightenment •  Spirituality •  Atonement

•  Entertainment •  Networking •  Socializa9on •  Community

•  Wisdom; Order •  Knowledge •  Ideas/Crea9vity •  Informa9on/Data

•  Problem-‐Solving •  Rhetoric •  Trading •  Decisions

•  Travel •  Finance/Wealth •  Health •  Safety/Protec9on

•  Clothing •  Housing •  Food •  Energy





Compe77on

Collabora7on

Explora7on

Survival

Generic Mo9va9on Mechanisms


•  Peace of Mind •  Self-‐expression •  Autonomy/Power •  Oneness/Altruism

•  Crowdsourcing •  Romance •  Loyalty •  Sex; Beauty

Intrinsic

Mo9

va9o

n Extrinsic

Mo9

va9o

n







Achiever

Socializer

Discoverer

Survivor

q Nurture q Laugh q Strengthen Family Rela9onship q Connect with Past

q Learn/Gain Knowledge q Get Insider Info q Discover Secret/Mystery q Predict Events

q Recognize PaMerns q Find Treasure q Complete Set q Create Order

q Be a Villain q Be a Rebel q Compete q Revenge

q  Improve Health





Compe77on

Collabora7on

Explora7on

Survival

“Quests” That Make Us Happier


q Customize q Be Roman9c q Exchange Gios q Be Recognized

Intrinsic

Mo9

va9o

n Extrinsic

Mo9

va9o

n





q Be a Hero q Be a Wise Old Man q Be a Ruler q Master a Skill

q Seek/Obtain Jus9ce q Triumph q  Improve Society q Be Enlightened



Achiever

Socializer

Discoverer

Survivor

q Gain Recogni9on q Gain Mastery q Be Enlightened q Customize Object

q Entertain q Network q Socialize q Be Emo9onal

q Gain Wisdom q Gain Knowledge q Organize Ideas q Discover Objects

q Solve Problems q Predict q Trade q Decide/Learn

q Travel q Be Wealthy q Be Healthy q Be Safe

q Have Clothing q Have House q Have Food q Have Energy





Compe77on

Collabora7on

Explora7on

Survival

Learning Goals/Jobs-‐To-‐Get-‐Done


q Be a Hero; Win q  Improve Society q Obtain Jus9ce q Tell Epic Story

q Bond/Team q Be Roman9c q Be Loyal q Be Sexy

Intrinsic

Mo9

va9o

n Extrinsic

Mo9

va9o

n

Gamified Progress Indicators







Achiever

Socializer

Discoverer

Survivor





Compe77on

Collabora7on

Explora7on

Survival


Intrinsic

Mo9

va9o

n Extrinsic

Mo9

va9o

n







Achiever

Socializer

Discoverer

Survivor

•  Create •  Build •  Challenge •  Win

•  Meditate •  Compare •  Show-‐off •  Master

•  Greet; Express •  Network •  Like •  Cooperate

•  Help •  Give •  Share •  Personalize

•  Explore •  View •  Review •  Curate

•  Vote •  Imagine •  Interpret •  Learn

•  Hunt •  Rebel •  Sabotage •  Destroy

•  Harass •  Cheat •  Heckle •  Disrupt





Compe77on

Collabora7on

Explora7on

Survival

P.I.E.S. Engagement Verbs (Processes)


Intrinsic

Mo9

va9o

n Extrinsic

Mo9

va9o

n







Achiever

Socializer

Discoverer

Survivor

•  Epic Meaning •  Reward Schedule •  Structure Building •  Power; Autonomy

•  Pride •  Status •  Achievement •  Mastery

•  Communal Disc. •  Companionship •  Ex9nc9on •  Coopera9on

•  Friending; Liking •  Gioing •  Personaliza9on •  Mentorship

•  Avoidance •  Endless Game •  Puzzle; Quiz •  Progression

•  Con9ngency •  LoMery; Hazard •  Shell Game •  Appointment

•  Victory Points •  Leaderboard •  Territory Control •  Bonus; Discount

•  Ownership •  Envy •  Race •  Auc9on





Compe77on

Collabora7on

Explora7on

Survival

Game Mechanics


Intrinsic

Mo9

va9o

n Extrinsic

Mo9

va9o

n







Achiever

Socializer

Discoverer

Survivor

•  Epic Meaning •  Reward Schedule •  Structure Building •  Power; Autonomy

•  Pride •  Status •  Achievement •  Mastery

•  Communal Disc. •  Companionship •  Ex9nc9on •  Coopera9on

•  Friending; Liking •  Gioing •  Personaliza9on •  Mentorship

•  Avoidance •  Endless Game •  Puzzle; Quiz •  Progression

•  Con9ngency •  LoMery; Hazard •  Shell Game •  Appointment

•  Victory Points •  Leaderboard •  Territory Control •  Bonus; Discount

•  Ownership •  Envy •  Race •  Auc9on





Compe77on

Collabora7on

Explora7on

Survival

Game Mechanics


Intrinsic

Mo9

va9o

n Extrinsic

Mo9

va9o

n

5 Basic Gamifica1on Ingredients





OWNERSHIP: Physical Happiness

SCARCITY: Intellectual Happiness

ACCOMPLISHMENT: Physical Happiness

SOCIAL INFLUENCE: Emo7onal Happin.

UNPREDICTABILITY: Intellectual Happin.

EMPOWERMENT: Spiritual Happiness

8 Core Drivers/“Hiring” Reasons (Based on Yu-‐Kai Chou’s

Octalysis Framework of 8 Core Drivers: hMp://www.yukaichou.com/

gamifica9on-‐examples/octalysis-‐complete-‐gamifica9on-‐framework/)

AVOIDANCE: Emo7onal Happiness

MEANING: Spiritual Happiness


OCTALYSIS PETAL DIAGRAM: 8 Core Drivers of Happiness and Corresponding Game Mechanics

Big Urgent Market Problem (BUMP): …………………………………………………………………………………………………………………..

Vision/Job To Get Done/Mo)va)on: ……………………………………………………………………………..……………………………………………………………

OWNERSHIP: Physical Happiness

SCARCITY: Intellectual Game

ACCOMPLISHMENT: Physical Happiness

SOCIAL INFLUENCE: Emo7onal Game

UNPREDICTABILITY: Intellectual Game

EMPOWERMENT: Spiritual Game

8 Core Drivers/“Hiring” Reasons (Based on Yu-‐Kai Chou’s

Octalysis Framework of 8 Core Drivers: hMp://www.yukaichou.com/

gamifica9on-‐examples/octalysis-‐complete-‐gamifica9on-‐framework/)

AVOIDANCE: Emo7onal Game

MEANING: Spiritual Game


OCTALYSIS PETAL DIAGRAM: 8 Core Drivers of Happiness and Corresponding Game Mechanics



q Narra9ve q Eli9sm q Humanity Hero q Higher Meaning

q Beginner’s Luck q Free Lunch q Des9ny Child q Co-‐creator

q Milestone Unlock q Evergreen q General’s Carrot q Real-‐9me Control q Chain Combos

q  Instant Feedback q Boosters q Blank Fills q Autonomy q Choice Percep9on

q Friending q Gioing q Seesaw Bump q Group Quest q Tou9ng

q Bragging q Water Cooler q Thank You-‐Econ. q Mentorship q Social Prod

q Growing Choice q Mini-‐Quests q Visual Stories q Easter Eggs q Random Rewards

q Obvious Wonder q Rolling Rewards q Mischief q Sudden Rewards q Oracle Effect

q Sunk-‐Cost Tragedy q Progress Loss q FOMO q Evanescence

Opportunity

q Status Quo Sloth q Scarlet LeMer q Visual Grave q Weep Tune

q Appointment q Fixed Intervals q Dangling q Price Pacing

q Pa9ent Feedback q Countdown q ThroMles q Moats

q Virtual Goods q Build from Scratch q Collec9on Set q Avatar

q Earned Lunch q Learning Curve q Protec9on q Recruitment q Monitoring

q Points q Badges q Fixed Ac9on Rew. q Leaderboard q Progress Bar q Quest Lists

q Win Prize; High 5 q Crowning q Level-‐up Sympho. q Aura Effect q Tutorial q Boss Fights

HAPPINESS TRADE-‐OFF MAP

(-‐): PAIN: Boredom

BLUE OCEAN GAMIFICATION STRATEGY/ GAMES

RED OCEAN GAMIFICATION STRATEGY/ GAMES

Ideal Final Result (IFR): Insanely Great Experience (Happiness) or Ideal Minimum Viable Game (MVG)

Low (1)

High (10)

Low (1)

High (10)

(+): DE

LIGHT

: Learning

(Disc

overy)

Big Urgent Market Problem (BUMP): ………………………………………………………………………………………………………………………… Job To Get Done (Market/Goal/Mo9va9on): ………………………………………………….………………………………………………………….

HAPPINESS TRADE-‐OFF MAP




Low (1)

High (10)

Low (1)

High (10)

(+): DE

LIGHT

: Learning

(Disc

overy)

Big Urgent Market Problem (BUMP): ………………………………………………………………………………………………………………………… Job To Get Done (Market/Goal/Mo9va9on): ………………………………………………….………………………………………………………….


GAMIFIED BUSINESS MODEL Holis1c Tool for Applying Evidence-‐based Management to Gamifica1on Projects

What is a Gamified Business Model?


A Gamified Business Model Illustrates

How an Organiza1on Uses Game Mo1va1on Mechanisms (GMM) to

Create, Deliver, and Share Happiness (Value)

A Gamified Business Model consists of three sub-‐models: q  Provider’s Happiness Model: Happiness Crea7on q  Player’s Happiness Model: Happiness Delivery q  Performance Happiness Model: Happiness (Value) Sharing

P: PROVIDER’S HAPPINESS MODEL

P: PLAYER’S HAPPINESS MODEL

P: PERFORMANCE HAPPINESS MODEL

delivers

requires

drives

requires

Vision/ Job-‐To-‐Get-‐Done

3P-‐BUSINESS MODEL GAMEBOARD Profitably Create, Deliver, and Share Happiness


Level

1 2 3 4 5

delivers

requires

drives

requires

Gamified Product/Service; Value Proposi1on

Gamified Channels & Rela1onships

Player/Gamer/Customer/ Gamified Job-‐To-‐Get-‐Done q Player’s Persona q Player’s Hierarchy of Jobs

Inputs/Partners

Internal Resources

Gamified Processes/Ac1vi1es/Goals

Cost (Pain): “STICK”

Revenue (Delight): “CARROT”




PERFORMANCE (PROFIT; VALUE) q E: Engagement q A: Acquisi9on q R: Reten9on

Level

1 2 3 4 5




delivers

requires

drives

requires




require(s)

require(s)

Inputs/Partners

Internal Resources

Gamified Processes/Ac1vi1es

require(s) affect(s)

require(s) deliver(s)


requires

drive(s)

delights

delight(s)

delight(s)

(Problem

-‐Solu9

on Fit; Produ

ct-‐M

arket F

it)




Level

1 2 3 4 5






delivers

requires

drives

requires




require(s)

require(s)

Inputs/Partners

Internal Resources

Gamified Processes/Ac1vi1es




requires

drive(s)

delights

delight(s)

delight(s)

(Problem

-‐Solu9

on Fit; Produ

ct-‐M

arket F

it)




gamified E.A.R. mechanisms


gamified

E.A.R. m

echa

nism

(s)

Level

1 2 3 4 5






ENVIRONMENT





1 2 3 4 5

Level 3P-‐BUSINESS MODEL GAMEBOARD: Showing the Environment Profitably Create, Deliver, and Share Happiness

Happiness Crea)on: PROVIDER

Happiness Sharing (Profit): PERFORMANCE

Happiness Delivery: PLAYER

Indu

stry Ecosystem

(IE): Sup

ply

Market E

cosystem

(ME): D

eman

d

Key Trends & Complementors (KTC): PESTLIED (-‐/+)

Macro-‐Economic Influencers (MEI): Global Economy #4ROD. Dr. Rod King. [email protected] & hep://businessmodels.ning.com & hep://twieer.com/RodKuhnKing

1 2 3 4 5

Level 3P-‐BUSINESS MODEL GAMEBOARD: Showing the Global Environment Profitably Create, Deliver, and Share Happiness







Bargaining Pow

er of Sup

pliers

Bargaining Pow

er of C

ustomers

Threat of New Entrants

Threat of Subs1tute Products or Services #4ROD. Dr. Rod King. [email protected] & hep://businessmodels.ning.com & hep://twieer.com/RodKuhnKing

3P-‐BUSINESS MODEL GAMEBOARD: Showing the Local (Industry) Environment Profitably Create, Deliver, and Share Happiness 1 2 3 4 5

Level







LinkedIn’s Business Model Gamifica1on

Evidence-‐based Management for Beger Engaging, Acquiring, and Retaining Customers

Systema1cally Design For

Business Model Happiness


5 Gamifica1on Design Ques1ons for LinkedIN Profitably Create, Deliver, and Share Happiness

1.  WHY Gamify? 2.  WHO to Gamify for? 3.  WHAT to Gamify?



To entertainingly and effec1vely engage, acquire, and retain more customers

Customers/Players: [People] who want … but … q  Professionals q  Recruiters q  Marketers q  Adver9sers

Gamified Product/Service: linkedin.com

Tradi1onal Product/Service: linkedin.com

q  Gamifica7on Pentagon q  Red Ocean Disrup7on (ROD) Game q  Customer Gamifica)on Pyramid q  3P-‐Business Model Gameboard q  6 Jobs of Highly Innova7ve Teams q  Game Mechanics, Dynamics, and Aesthe)cs: Physical; Mental; Social; Reputa)on



WHO?

WHAT? TO WHAT?

HOW?

WHY?

Gamifica1on Pentagon for LinkedIN Profitably Create, Deliver, and Share Happiness

Customers/Players: [People] who want … but … Professionals/Recruiters/Marketer/Adver9sers

Tradi1onal Product/Service: linkedin.com

q  Gamifica7on Pentagon q  Customer Gam. Pyramid q  3P-‐Bus. Model Gameboard q  DB-‐MAIL Cycle

Gamified Product/Service: linkedin.com




Achiever

Socializer

Discoverer

Survivor





Compe77on

Collabora7on

Explora7on

Survival

Customer Gamifica1on Pyramid for

Customer/BUMP/Job To Get Done: Professionals/Recruiters/Marketers/Adver)sers

Game Mechanisms (Features)


Intrinsic

Mo9

va9o

n Extrinsic

Mo9

va9o

n






Achiever

Socializer

Discoverer

Survivor





Compe77on

Collabora7on

Explora7on

Survival



Progress Bar


Leaderboard Freemium

Customer/Job To Get Done/BUMP: Professionals/Recruiters/Marketers/Adver)sers

Intrinsic

Mo9

va9o

n Extrinsic

Mo9

va9o

n






Achiever

Socializer

Discoverer

Survivor





Compe77on

Collabora7on

Explora7on

Survival



Real-‐9me Feedback/ Updates/No9fica9ons

Poll

Countdown Vote

Progress Bar



Intrinsic

Mo9

va9o

n Extrinsic

Mo9

va9o

n








Achiever

Socializer

Discoverer

Survivor





Compe77on

Collabora7on

Explora7on

Survival



Like

Comment Share Endorse

Networking/Linking No. of Connec9ons


Poll

Countdown Vote

Leaderboard

Progress Bar

Freemium


Intrinsic

Mo9

va9o

n Extrinsic

Mo9

va9o

n

Profile Views








Achiever

Socializer

Discoverer

Survivor





Compe77on

Collabora7on

Explora7on

Survival



Like

Comment Share

Personalize

Flag

Endorse


Poll

Countdown

Progress Bar

Vote

Networking/Linking

Status/Reputa9on

No. of Connec9ons

Influencers



Intrinsic

Mo9

va9o

n Extrinsic

Mo9

va9o

n

Profile Views







HAPPINESS TRADE-‐OFF MAP FOR




Low (1)

High (10)

Low (1)

High (10)

(+): DE

LIGHT

: Learning

(Disc

overy)

Big Urgent Market Problem (BUMP): Professionals around the world are not connected and are working inefficiently Job To Get Done (Market/Goal/Mo9va9on): Connect the world’s professionals to make them more produc7ve and successful





delivers

requires

drives

requires


3P-‐BUSINESS MODEL GAMEBOARD


BUMP: Professionals around the world are not connected and are working inefficiently

Level

1 2 3 4 5

delivers

requires

drives

requires




Gamified Product/Service; Value Proposi1on q Connect the world’s pro-‐

fessionals to make them more produc7ve and successful

Gamified Channels & Rela1onships q Linkedin.com q Field Sales Force

Player/Gamer/Customer/ Gamified Job-‐To-‐Get-‐Done q Professional/Recruiter/

Marketers/Adver9sers q Player’s Hierarchy of Jobs

Inputs/Partners q Content Providers q Slideshare q Pulse q Equix

Internal Resources q Staff q Brand; IP q  IT Plaporm/Infrastructure

Cost (Pain) q Product Development q  IT Plaporm q Marke9ng & Sales q Admin

Revenue (Delight) q Paid Membership q Ads: Job/Visual/Text q Recruitment Services


PERFORMANCE (PROFIT; VALUE) q E: Engagement q A: Acquisi9on q R: Reten9on (Loyalty)

Gamified Processes/Ac1v. q Recruitment & Training Gam. q Product/Service Gamifica9on q Marke9ng/Sales/Branding Gam q Business Model Gamifica9on

Level

1 2 3 4 5




delivers

requires

drives

requires

requires

drive(s)

delights

delight(s)

delight(s)

(Problem

-‐Solu9

on Fit; Produ

ct-‐M

arket F

it)







require(s)

require(s)












Level

1 2 3 4 5




delivers

requires

drives

requires




require(s)

require(s)






requires

drive(s)

delights

delight(s)

delight(s)

(Problem

-‐Solu9

on Fit; Produ

ct-‐M

arket F

it)






gamified

E.A.R. m

echa

nism

(s)







Level

1 2 3 4 5




ENVIRONMENT








1 2 3 4 5

Level


3P-‐BUSINESS MODEL GAMEBOARD: Showing the Environment

Indu

stry Ecosystem

(IE): Sup

ply

Market E

cosystem

(ME): D

eman

d

Key Trends & Complementors (KTC): PESTLIED (-‐/+)

Macro-‐Economic Influencers (MEI): Global Economy #4ROD. Dr. Rod King. [email protected] & hep://businessmodels.ning.com & hep://twieer.com/RodKuhnKing

1 2 3 4 5

Level


3P-‐BUSINESS MODEL GAMEBOARD: Showing the Global Environment







Bargaining Pow

er of Sup

pliers

Bargaining Pow

er of C

ustomers

Threat of New Entrants

Threat of Subs1tute Products or Services #4ROD. Dr. Rod King. [email protected] & hep://businessmodels.ning.com & hep://twieer.com/RodKuhnKing

1 2 3 4 5

Level


3P-‐BUSINESS MODEL GAMEBOARD: Showing the Industry Environment







Welcome to The Happiness Experience Economy

(HEE)

What is Gamifica1on?

Gamifica1on Involves

Con7nuously Using Game Mo1va1on Mechanisms (GMM) to

Entertainingly and Profitably Discover as well as Solve Big Urgent Market Problems (BUMPs)

As Well As Help a Player/Customer to Get a Cri9cal Job Done


What is Business Model Gamifica1on?


Business Model Gamifica1on Involves

A Con1nuous Experiment That Uses

Game Mo1va1on Mechanisms (GMM) to Entertainingly and Profitably Create, Deliver, and Share Happiness

(Value)

SCOPE: LEVEL/MISSION/GOAL

ADDED VALUE: PRIZE/REWARD

CHALLENGE: QUEST/CONTEST

RULES: MOVES/WIN/LOSS

TRIGGERS/MECHANICS/GMM

RESOURCES: GEAR/PROPS/TOOLS

DURATION

PLAYERS: CAST/ACTORS/TEAM

Gamified Problem Solver: 8 BUILDING BLOCKS OF A GAME OR GAMIFIED PROJECT




SCOPE: LEVEL/MISSION/GOAL

ADDED VALUE: PRIZE/REWARD

CHALLENGE: QUEST/CONTEST

RULES: MOVES/WIN/LOSS PLAYER’S JOURNEY (PHASES) q  Discovery (for Prospec7ve Players) q  Onboarding (for Beginners/Novices) q  Scaffolding (for Regulars) q  Endgame (for Experts)

TRIGGERS/MECHANICS/GMM q  Real-‐9me No9fica9ons; Updates q  Progress Bar; Timer (Countdown) q  Points; Bonuses; Ribbons; Penal9es q  Badges; Creden9als; Trophies; Status q  Leaderboards; Rankings; Levels q  Gios; Goods; Praise; Endorsements

RESOURCES: GEAR/PROPS/TOOLS

DURATION

PLAYERS: CAST/ACTORS/TEAM

Gamified Problem Solver: 8 BUILDING BLOCKS OF A GAME OR GAMIFIED PROJECT




Gamified Products, Services, and Business Models Should Be C.A.R.E.F.U.L.


Compelling

Addic9ve

Rewarding

Exci9ng

Func9onal

Unique

Lighthearted

C A

F

R

L

E

U

C.A.R.E.F.U.L. Game Scorecard Profitably Create, Deliver, and Share Happiness


0

2

4

6

8

10 C: Compelling

A: Addic9ve

R: Rewarding

E: Exci9ng F: Func9onal

U: Unique

L: Lighthearted

Ideal Gamified Object (Product/Service/Business Model)

Business Model DOCUMENTATION

Serious Business Model INNOVATION

Gamified Business Model INNOVATION

The Evolu9on of Business Model Gamifica1on


1

Where currently are we?

2

Where must we go?

3

How should we get there?

The Ul1mate Purpose of Business Model Gamifica1on

Is to Profitably Create, Deliver, and Share

Happiness

Every Job, Process, and Product Will Eventually Be Gamified

Our Des1ny Is To Be

Infinitely Happy

rod's 5 gamification design questions: a simpler, faster, and funner toolkit for designing...

Business

q by2014

q predominantfocusonthehow

rodu protablycreate

andideasaswe withframeworks

andsharehappiness value