design+tech: gamification

GAMIFICATION.IT’S WHAT WE DO.

KASEY MCCURDY // @PYROBLUEDIRECTOR OF ENGINEERING, FRONT-END

ME IN A NUTSHELL

HTTP://BIT.LY/DELITEVIDEO

HOW FAR WILL PEOPLE GO FOR FANTASTIC DELITES?

WHAT IS GAMIFICATION?NO, WE DON’T MAKE VIDEO GAMES.

PART 1 OF 7

Gamification Is...The motivational techniques that game designers have used for years to motivate players, used in a non-game context.

A HISTORY LESSON.YOU’RE GONNA TELL YOUR KIDS ABOUT THIS.

PART 2 OF 7

It’s 2005. MySpace is the Shit.Bunchball started as a social gaming company and a destination site for games.

Evolved into distributed social games on various websites and social networks.

Started to master the ins and outs of game mechanics to hook people on our games.

It’s now 2007. MySpace Facebook is the Shit.

First gaming company on Facebook’s new platform

Our servers exploded found themselves...warm...

We were at a crossroads...

We’ve got decisions to make...No one had yet to make money off of Facebook

We had amazing investors that rallied around us

So, in 2007, we became the first company to offer game mechanics as a service with our Nitro platform

The First Big Break:

Dunder Mifflin InfinityFans to ‘apply’ for a job at the virtual Dunder Mifflin, and create personalized employee profiles.

Award points to ‘employees’ who participate in corporate challenges and user-generated games, and track scores with public leaderboards.

Virtual desk and rewards

Increased activity and awareness

My First (skeptical as hell) Exposure to Gamification:Better Recipes Rewards (2008)People do things to earn KitchenBucks, which can be traded in for virtual goods or downloadables.

Users customized a virtual kitchen.

Leveling up got you a nicer kitchen.

I, the skeptic, was amazed to see how people took to this...

A GAMIFICATION DEEP-DIVE.IT’S ABOUT TO GET HEAVY.

PART 3 OF 7

Seriously, I’ve had people think I code for the latest Call of Duty.

Gamification is the motivational techniques that game designers have used for years to motivate players, used in a non-game context.

A game’s storyline, strategy and challenge are the center and focus of the overall experience.

With gamification, your core application / website is the centerpiece. The game mechanics merely enhance it.

The mechanics behind Gamification are not new.

Leveling up in Karate

Recognition via Scouting Badges

Even High-School letter jackets.

The Core Gamification Mechanics:1. Fast Feedback2. Transparency3. Goals4. Badges5. Leveling Up6. Onboarding7. Competition8. Collaboration9. Community10. Points

Core Gamification Mechanics:1//FAST FEEDBACK

Reinforcement via positive / negative feedback

Slow feedback loops create a disconnect

Notifications can be used to offer instant feedback and a path to the “next thing”

Core Gamification Mechanics:2//TRANSPARENCY

Knowing where you stand...and where everyone else stands.

Data needs to be visible and digestible to users.

Your profile page, a list of goals, and a leaderboard are examples of transparency.

Core Gamification Mechanics:3//GOALS

Save the Princess!

Without goals and milestones, games (and life) become endless grinds.

Goals give you an idea of what is possible in an experience.

Important to visualize goal progress and clearly state objectives.

Core Gamification Mechanics:4//BADGES

Indicator of accomplishment.

Can be rewarded for completing stated or hidden goals.

People love to “collect em’ all!”

Most importantly: it’s what the badge represents that really matters.

Core Gamification Mechanics:5//LEVELING UP

Used to show long-term sustained achievement and status.

Frequent flyer programs have used levels forever.

Employees ‘level up’ the corporate ladder at work.

Important to show a level next to someone’s name to indicate their status within a community.

Core Gamification Mechanics:6//ONBOARDING

Rarely do games ask you to ‘read the f$@*#!&% manual’ before playing.

You learn to play by actually playing.

Employers can use gamification to incent employees to learn the ins-and-outs of a new system they might normally be hesitant towards.

Core Gamification Mechanics:7//COMPETITION

Leaderboards, competing for scarce assets, or just one-upping your mom.

Virtually every game has a leaderboard.

Individual and team standings.

Make sure you adjust context/timeframe/focus to make a leaderboard meaningful so people aren’t lost in a sea of users.

Core Gamification Mechanics:8//COLLABORATION

People have an innate need for social connection.

Teams provide opportunities to work and bond with people “like you”

Peer pressure is an amazing tool.

Core Gamification Mechanics:9//COMMUNITY

These mechanics without community lose some of their significance.

Newsfeeds provide us a glimpse into what other people are doing.

Newsfeeds create a sense of life and excitement, as well as a path to discover people, content and activities.

Core Gamification Mechanics:10//POINTS

For Participants, points are:

A number that goes up and down that indicates how much of something you have

May be able to spend

For Businesses, points are:

A way of tracking or scoring an attribute of a participant

A way of rewarding a participant for doing something of value

A way for participants to reward each other for something

Keeping score like LinkedIn connections

Currency, like frequent flyer miles

Multiple Point Categories

Making Good RewardsRewards should always be something of meaningful value.People value:

StatusRecognition and AppreciationEarly AccessExclusive AccessPowerProsocial Incentives

You’re a huge Lady Gaga fan. Would you rather win $100, or get to email her personally?

The Core Gamification Mechanics:1. Fast Feedback2. Transparency3. Goals4. Badges5. Leveling Up6. Onboarding7. Competition8. Collaboration9. Community10. Points

LOYALTY.THE REASON I PAY TOO DAMNED MUCH FOR MY DELTA™ AIRLINE TICKETS EVERY TIME.

PART 4 OF 7

Loyalty 1.0Been around forever

Customer loyalty examples: frequent flyer miles, cash back credit cards, brand name clothes

Exciting at the beginning...and the end. But the middle is kinda like purgatory

Easy customer defection for other deals that may be better

Loyalty 2.0Really started around the mid-1990s

Targeted and personalized direct mail and advertisements sent to you

As direct mail and email increased, open rates plummeted

Too much noise...

Stuff kind of stagnated for awhile in the loyalty world

The fundamentals of Loyalty 1.0 and Loyalty 2.0 never really changed, even though the medium may have (tablets, mobile, etc)

We are now using more technology at home than at work...

Our attention is constantly being fought for...

We are always on...

Loyalty 3.0¡Viva la Revolución!

Loyalty 3.0 is...

Motivation + Big Data + Gamification

The first of two primary motivation styles are the intrinsic motivators (from within)

Autonomy - “I control”

Mastery - “I improve”

Purpose - “I make a difference”

Progress - “I achieve”

Social Interaction - “I connect with others”

What is Motivation?“INTERNAL AND EXTERNAL FACTORS THAT STIMULATE DESIRE AND ENERGY IN PEOPLE TO BE CONTINUALLY INTERESTED AND COMMITTED TO A JOB, ROLE OR SUBJECT, OR TO MAKE AN EFFORT TO ATTAIN A GOAL...”

Extrinsic motivators are external forces that can sometimes motivate when intrinsic motivators aren’t as effective.

Cash, Prizes, Your Wife Yelling at You

Most gamification techniques straddle the line between these (points, levels, etc)

What is Motivation?

M.I.T Quote: “Each of us is a walking data generator...”

GPS location, shopping habits, social networks, blog posts, etc...

Having large amounts of data is like having each of your customers and constituents raise their hand and tell you exactly what they think about you, and how you can motivate them

Big data gives you the ability to react and adapt quickly

A/B Testing

Cluster Analysis - “my users love Chocolate AND Star Wars...”

Big Data

Netflix knows more about your employees than you do...

Facebook knows more about your employees than you do...

Amazon knows more about your employees than you do...

Something To Ponder...

MOTIVATING THE UNMOTIVATED.(f$*@ it...no one’s reading this line, anyway)

PART 5 OF 7

70% of the workforce isn't engaged...costing up to $350 billion a year

Dept. of Labor: 64% of working Americans leave their jobs because they don't feel appreciated. 80% dissatisfied with performance reviews. 38% of performance reviews result in decreased employee performance.

A Serious Motivation Deficit In The Workforce...

Real-time system-generated metrics on how your employees are feeling and performing

Everyone knows where they are at any point in time

No more shock at review time

Gen-Y (millennials) are “Digital Natives” who grew up playing games and reported that a “game-like metaphor” applied to almost every aspect of their lives...

“#winning is the slogan of my generation...”

Using Big Data to Motivate Employees

People will spend 4 hours playing Angry Birds, but won’t spend 5 minutes to learn a new system

Eloqua (now a part of Oracle) was trying to get motivate and increase adoption in their user community

Conversations and usage of the site went up nearly 55% with the introduction of gamification

Employees rarely need to respond to questions, as veteran real-world users are rewarded and incented to help others

Software / Process Adoption

A FEW CASE STUDIES INUSER ENGAGEMENT.BOOM.

PART 6 OF 7

Rewards fans for watching videos, sharing content, and reposting on Facebook and Twitter feeds to generate buzz

Earn points via “Psych Vision” app by checking in before, during, or after the show, and for entering secret keywords announced during the broadcast.

USA Networks:Club Psych

RESULTS • 30% increase in overall site traffic • 1.5 million page views in just one month • 30,000 registered users in first month • 47% increase in online merch sales • 130% increase in page views • 47% increase in return visits

Cultivated audience enthusiasm and transformed the website into a “MegaFan Competition”

Encourage users to register and join a celebrity “Fan Team”, and compete to accrue the most points for their team.

Reward points when users watch past EMAs, view photo “flipbooks” on previous sites, and vote for audience choice categories—such as Best Pop Act, Best Rock Act, and Best Music Videos.

MTV EUROPE MUSIC AWARDS

Award prizes to users with the most points, including a grand-prize giveaway trip to the EMAs in Belfast.

MTV EUROPE MUSIC AWARDS

RESULTS • Biggest MTV EMAs audience to date. • Increased EMA page views by 530% • Mobile and tablet app downloads increased by 159%, year-over-year

Drives positive health behavior in young people, fighting chronic illnesses like cancer, obesity, and depression.

Most tweens are not intrinsically motivated to exercise

Device worn on belt or in pocket

Monitors physical activity, which is uploaded to their online personal profile

Zamzee / Hopelab

RESULTS • Initial pilot showed that Kids using the Zamzee website were 30% more active than children who did not...

• Zamzee increased physical activity in kids by 59% on average over a 6-month period

Data is converted to points

Can be redeemed for virtual goods and real-world rewards, including the ability to donate to a cause

Zamzee / Hopelab

TODAY AND THE FUTURE.I CAN’T WAIT FOR MY HOVERBOARD.

PART 7 OF 7

Where We Are...Let’s say that you’re staring at analytics and they are horrible...

Only looking at things with a “product” lens will give you one option: another redesign...have fun...

With a “motivation” lens on, you can change behavior instead of product

If Analytics and Metrics are your dashboard, Gamification is your steering wheel and gas pedal.

MEASURE AND MOTIVATE

Where We’re Going...Predictive intelligence

This stuff will just become a part of “good program design”

We will see programs and systems that span multiple platforms, mediums and domains

Gamification in the workplace will be revolutionary

For Even More...RTFB!Release Date: 6/18/2013http://bit.ly/loyalty3Amazon: “Loyalty 3.0”

THANKS! THE END.QUESTIONS?