gamification, from theory to realtity - kristoffer frang

GAMIFICATION

TO REALITYFROM THEORY

Kristoffer FrangBusiness Developer

kristoffer.frang@bizpartengage.com+46 46 272 55 06@kristofferfrang

www.bizpartengage.com

info@bizpartengage.com+46 46 32 05 85@bizpart

BOOST YOUR CORPORATE ENGINE WITH

info@bizpartengage.com www.bizpartengage.com

DEFINING THE PROBLEM

DESIGNING AN ENGAGING EXPERIENCE

BEHAVIOR AND BUSINESS VALUE

GAMIFICATION IN PRACTICE

ENGAGEMENT

CRIZIS AHEAD!

CAUTION!

DEFINING THE PROBLEM

PLUMMETING EMPLOYEE ENGAGEMENT

Source: http://www.gallup.com/strategicconsulting/163007/state-american-workplace.aspx

% %% Actively Disengaged Not Engaged Engaged

Focus on Encourage Employee Strengths

Ignored Employees

Focus on Improving Employee Weaknesses

58%40%

(US companies)

THE ZOMBIE THREAT

COST: $550 BILLION ANNUALY

Source: http://www.gallup.com/strategicconsulting/163007/state-american-workplace.aspx(US companies)

ENGAGEMENT IN HR’S PERSPECTIVE

Source: http://www.psychometrics.com/docs/engagement_study.pdf

69 % think that low engagement is a problem

41 % of organizations address employee engagement directly

- Communicate clear expectations- Listen to employees’ opinions- Give recognition

The most important elements to improve engagement is believed to be:

96 % think that is imporant or very important to address the low enagement

DESIGNINGAN

ENGAGING

EXPERIENCE

UNDERSTANDINGMOTIVATION

UNDERSTANDINGSTRUCTURE

UNDERSTANDING MOTIVATION

MOTIVATION ACCORDING TOSTEVEN REISS, Ph.D

Started out with 400 thinkable goals

Collected survey data

Factor analysis

16 BASIC HUMAN MOTIVATORS

FAMILY IDEALISM SOCIAILIZING

SENSE OF ACHIEVEMENT CURIOSITY ROMANCE

REVENGE HONOR STATUS

MOTIVATION ANALYSIS (REAL DATA)

IDENTIFY KEY INTRINSIC MOTIVATORS FOR YOUR AUDIANCE1.

EFFORT

STRUCTUREFEEDBACK

SHORT TERMENGAGEMENTENGAGEMENT LOOP

SLAY THE DRAGON

PROGRESSION LOOP LONG-TERMENGAGEMENT

STRENGTH

OVERALL PROGRESS

Do the tutorial

Explorea cave Boss fight! Level up

Find a greatteam

Continue Project A

Introduction

Join Team A ?

Start competenc

e group

Initiate workshop

PROGRESSION LOOPEM

Discover the

intraweb

Commit to project

Internal Project

Training

Start competenc

e group

PROGRESSION LOOPG

Successful gamification combines long- and short-term loops according to the goals and behavior that one seek.

DEFINE A SUTIBLE STRUCTURE BY COMBINING LONG- AND SHORT-TERM ENGAGEMENT LOOPS2.

CHANGING BEHAVIORTO GAIN

BUSINESS VALUE

BEHAVIOR BUSINESS VALUE

TRIGGERMOTIVATION

BJ. FOGG’S BEHAVIOR MODEL

ABILITY

The willingess to do certain behavior

The amount of effort and/or

resources you have to put in to do

certain behavior

Something that trigger the behavior.

ability

boring behaviour

motivatingbehaviour

difficultbehaviour

simple behaviour

activitionthreshold

triggersfail here

triggerssucceed here

ability

boring behaviour

motivatingbehaviour

difficultbehaviour

simple behaviour

activitionthreshold

GAMIFICATION VS. SOCIAL MEDIA

Keeping a large social

network

ability

boring behaviour

motivatingbehaviour

difficultbehaviour

simple behaviour

TRADITIONAL IT-SYSTEMS

GAMIFIED IT

ability

boring behaviour

motivatingbehaviour

difficultbehaviour

simple behaviour

activitionthreshold

Climb the leaderboard

Easy to invite

GAMIFICATION

Email reminder

“Well designed games are able to solve complementary (and relatively much

harder) problems than social networks do. If used properly, gamification is able

to drive long term engagement and persistent actions reliably.”

– Michael Wu (Stanford University)

ANALYZE WHAT’S PREVENTING TARGET BEHAVIOR AND DESIGN TO TARGET THE MOST EFFECTIVE ELEMENTS3.

ANALYZE WHAT’S PREVENTING TARGET BEHAVIOR AND DESIGN TO AFFECT THE MOST EFFECTIVE FACTORS3.

DEFINE A SUTIBLE STRUCTURE BY COMBINING LONG- AND SHORT-TERM ENGAGEMENT LOOPS2.

IDENTIFY KEY INTRINSIC MOTIVATORS FOR YOUR AUDIANCE1.

GAMIFICATION

INPRACTICE

GAMIFICATION IN PRACTICE

CHALLENGEMotivate consultants to commit to personal development and career progress.

SOLUTIONMotivators: Curiosity, Power, Honor

CONSULTANCYCOMPANY

Structure: Focus on progression loops. Engagement loops in initial phase.

Behavior: Ability already relative high; main focus on motivation.

CHALLENGEMotivate consultants to commit to personal development and career progress.

SOLUTION

CONSULTANCYCOMPANY

Initial phase mechanics: • Incentivized forum and profile for internal awareness.• Incentivized follow-up routines.• Leaderboards.• Points.

Continuous mechanics:• Show long-term professional progress.• Goal setting and achievements.• Illustrate personal development relative to the

organization’s.

CHALLENGEMotivate external sales staff to take engage in online-courses and information.

SOLUTIONMotivators: Saving, Curiosity, Competiveness (revenge)

RETAILCOMPANY

Structure: Exernal staff; focus on engagement loops.

Behavior: Focus on ability and motivation

SOLUTIONMechanics:• E-Learning.• Interactive blog.• Points for every action.• Reward-shop.• Event access.• Leaderboards.• Push activity.

CHALLENGEMotivate external sales staff to take engage in online-courses and information.

RETAILCOMPANY

EXCITING FUTURE AHEAD

• More data –> More engagement

• User Engagement Index

• Gamification in bigger scopes

THANK YOU!

Kristoffer FrangBusiness Developer

kristoffer.frang@bizpartengage.com+46 46 272 55 06@kristofferfrang

www.bizpartengage.com

info@bizpartengage.com+46 46 32 05 85@bizpart

gamification, from theory to realtity - kristoffer frang

target behavior

low engagement

long term engagement

plummeting employee

engagement loopshort

engagement loopsanalyze

social mediawell

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