Using product gamification to drive user engagement

1. What is gamification?2. Why gamification?3. Principles of gamification4. Game mechanics5. Common gamification techniques6. The Psychology of gamification7. Player types and motivations8. Why gamification fails9. Gamification examples10. Case Study – Autodesk trial conversion11. InsideView-specific challenges12. Gamification concepts

Overview

14 points up for grabs!

What is Gamification?

Gamification is the use of game-thinking and game mechanics in a non-game context in order to improve user engagement, ROI, data quality, timeliness, and learning.

… In particular for web sites and apps, means to encourage users to engage with the site or platform in specific desired behaviors.

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Why Gamification?

"if you can make something more fun, and include notions of play, you can get people to do things they otherwise might not want to do.”

Gamification taps into our needs and desires:• We like to play• We like to be good at things (and have others see how good)

• We like to see how we measure up against others (and have others see)

• We like to win (and have others see)

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Why Gamification?2

Why Gamification?2Contrary to popular opinion, things that are enjoyable will be perceived as easy to use and efficient.

What is gamification?

2 points

User Motivations

AchievementAltruismRewardSelf expressionLoss aversionStatus, competition and reputation

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Name three player motivations.

3 points

Game Mechanics

AchievementsAppointmentsBehavioral MomentumBlissful ProductivityBonusesCascading Information TheoryCombosCommunity CollaborationCountdownDiscoveryEpic MeaningFree Lunch

4Infinite GameplayLevelsLoss AversionLotteryOwnershipPointsProgressionQuestsReward SchedulesStatusUrgent OptimismVirality

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Game Mechanics

Behavioral Game Mechanics

• Solely focused on human behavior and the human psyche.• Uses the following to structure and stretch the accumulation of

meaningful skills:Feedback LoopsProgression

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Game Mechanics

Feedback Loops4

Game Mechanics

Engagement Loops – maximize engagement and reengagement4

List 3 common game mechanics.

3 points

Common Gamification Techniques

achievements / badgeslevelsleaderboardsprogress barsactivity feedsavatarsreal-time feedbackvirtual currencygiftingchallenges and queststrophy casemini games within other activities

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What are two common gamification techniques?2 points

The Psychology of Gamification6

The Psychology of Gamification6

The Psychology of Gamification6Flow experience• Challenging• Progression• Flow works when

challenge = ability

The Psychology of Gamification6 How game mechanics relate to different psychology principles

Player Types & Motivations7

Player Types & Motivations7

What are four types of players?

4 points

Why Gamification Fails8It replicates UI elements to manipulate instead of utilizing game design elements to motivate a user.

• Points and trophies are not the elements that make games fun. Do you remember your high score in Call of Duty or Grand Theft Auto or Final Fantasy?

• Focus on extrinsic rewards and manipulating customer behavior undermine primary tenants of motivation.

Gamification Examples9LinkedIn Progress Bar

Two major flaws: • It reaches 100%: the best

progress bars continue to be viable well beyond 100

• You have to complete the steps in order to progress

Gamification Examples9LinkedIn Progress Bar

Other flaws: • Showing all options at once is

overwhelming.• Sequencing is very powerful. You don’t

start a game with all the abilities and powers. Instead you slowly work up to more advanced challenges

Gamification Examples9Progress Bar & Achievements

Gamification Examples9Personalized setup

Using:• Pattern recognition• Visual imagery• Recognition over recall

Gamification Examples9Leaderboard & Real-time notification

Gamification Examples9Delight66% more people than normal took the stairs

Gamification Examples9Challenge

Gamification Examples9Completion

Gamification Examples9Quests

Case Study – AutoDesk Trial10

Quests / Missions

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InsideView Challenges

• Few examples and success stories of gamification of enterprise apps• Most users experience product in mash--up, in context of doing other tasks• Focus on positive reinforcement vs. negative reinforcement

BUT• Sales people are competitive by nature :D

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Concepts12

Set-up Wizard / Progress bar

Team Leader boards personal and team competition, recognition, statusIn-app and/or email

Badgestask completioncontent contributions

Publish activity to chatter and activity streame.g. team can see that you synced info, added connections, etc.

Progressive tasks/quests for features that have yet to be accessed

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Questions?

Comments?

Ideas?