ws innovation in action 2013 cgi and scania gamification presentation slideshare

© CGI Group Inc.

Workshop – Gamification Innovation in Action 2013

Martin Högenberg CGI @hogenbergFredrik Thuresson CGI

Gustav Widerström CGIKeije Van Hoorick Scania

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Today’s Purpose

“Gain better insight into Gamification – what it is and how it can be used – through learning about examples and hands-on experience from a fictional case”

Workshop structure

2,5 hours

30 min - Introduction to Gamification CGI

- Scania Reference case Performance evaluation

20 min – WS 1 Golden Circle

20 min – WS 2 Business Model Canvas

30 min – Group presentation

20 min – Evaluate – open discussion, feedback

30 min – WS 3 Create a Game Plan

“Life is a succession of lessons which

must be lived to be understood.” 

― Ralph Waldo Emerson

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LOVE

INTERESTED SHOULD

FORCED

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Customer case

Scania and gamification, a journey.

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Solution Sales as a connection between Sales & Services

Sales Services

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Customer

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Added value

Sales

Client

Services

Leads & insights Reason to buy

Dare to try, manage the risk

Change needed!

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From Marketgetting To marketgiving

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Customer case: Together with Zeeno CGI helped Scania change driving habits of drivers permanently

Saving 10% of fuel(fuel consumption accounts for 40% of heavy goods vehicle operation costs)

Workshop structure

2,5 hours

30 min - Introduction to Gamification CGI

- Scania Reference case Performance evaluation

20 min – WS 1 Golden Circle

20 min – WS 2 Business Model Canvas

30 min – Group presentation

20 min – Evaluate – open discussion, feedback

30 min – WS 3 Create a Game Plan

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Customer Engagement

Energy

Employee Performance

Knowledge Management

Product/Service Innovation

Team Green

Team Blue

Team Orange

Team Pink

Team Purple

Areas

Apple as an example

Source: Sinek (2009)

Why?

How?

What?

“Everything we do, we believe is challenging the status quo, we believe in thinking differently. The way we challenge the status quo is by making our products beautifully designed, simple to use, and user-friendly. We just happen to make great computers. Want to buy one?”

challenging the status quo

beautifully designed, simple to use, and user-friendly

happen to make great computers

No. 20

Golden circle – Rental car firm example

“Offers traveling people unique services that challenges the regular experience. With a digital proposition we go green together with our clients.”

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Workshop 1The goal is to present a gamified concept

15 min – WS I Golden Circle

1. Pick one area / team

2. Read the case study - biCycle Global Innovation (CGI)

3. Finalize your Golden Circle - one / team

Use Post-it to collect input from team members

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The Golden Circle

Why?

How?

What?

Source: Sinek (2009)

…synthesizing a common objective

WHY“Everything we do, we believe is challenging the status quo

HOW

WHAT

SUMMARY

“Everything we do, we believe is challenging the status quo

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Workshop structure

2,5 hours

30 min - Introduction to Gamification CGI

- Scania Reference case Performance evaluation

20 min – WS 1 Golden Circle

20 min – WS 2 Business Model Canvas

30 min – Group presentation

20 min – Evaluate – open discussion, feedback

30 min – WS 3 Create a Game Plan

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The framework - Business Model Canvas

Cost Structure

Revenue Streams

Key Resources Channels

Customer Segments

Customer RelationshipsKey

Activities

Key Partnerships

Value Propositions

Source: Osterwalder et al. (2009)

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Workshop 2 Add the fun factor to your Business Model Canvas

1.Review the business model canvasA. Output from Golden circleB. Add the funfactor into

Business model canvasC. Use prepared template

+ Add your ideas

Write in handouts!

15 min – WS 2 Review Business Model canvas

and add fun factor

Workshop structure

2,5 hours

30 min - Introduction to Gamification CGI

- Scania Reference case Performance evaluation

20 min – WS 1 Golden Circle

20 min – WS 2 Business Model Canvas

30 min – Group presentation

20 min – Evaluate – open discussion, feedback

30 min – WS 3 Create a Game Plan

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Bartle: 4 standard gamer profiles that determine a gamer’s social actions

KILLERS

SOCIALIZERS

ACHIEVERS

EXPLORERS

ACTING

INTERACTING

PLAYERS WORLD

HarassHack

Cheat

Heckle

Taunt

Tease

LikeHelp

Comment

Give

Greet

Share

ExpressView Explore

Rate

ReviewCurate

Vote

Win

CreateChallenge

Show off

Compare

StartDescribe Target GroupAdd from 1-5 how much your target group ar the different personalities. Use this input when selecting activitites.

ExplorerAchieverKillerSocializer

Points, add activities and achievements down below.

_______________________

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_______________________

Achievements is something accomplished

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_____________________

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Awards are given by your progress of collecting points.

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Progress bar show how complete something are.

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Levels reached from your activities

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Rules for the game

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Workshop 3 The goal is to present a gamified concept of a challenge

1.Create your gameplanA. Business model canvas input

A. Customer segments – target group

B. Map your target groupsB. Create the gameplanC. Will the game be fun

2.Prepare for a 2 min presentation1. The most fun / innovative

gameplan will be the final WINNER 25 min – WS 3 Create a Game

Plan

Workshop structure

2,5 hours

30 min - Introduction to Gamification CGI

- Scania Reference case Performance evalutaion

20 min – WS 1 Golden Circle

20 min – WS 2 Business Model Canvas

30 min – Group presentation

20 min – Evaluate – open discussion, feedback

30 min – WS 3 Create a Game Plan

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Team presentation (2 min)

Customer Engagement

Energy

Employee Performance

Knowledge Management

Product/Service Innovation

Team Green

Team Blue

Team Orange

Team Pink

Team Purple

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Vote now!

Customer Engagement

Energy

Employee Performance

Knowledge Management

Product/Service Innovation

Team Green

Team Blue

Team Orange

Team Pink

Team Purple

Workshop structure

2,5 hours

30 min - Introduction to Gamification CGI

- Scania Reference case Performance evalutaion

20 min – WS 1 Golden Circle

20 min – WS 2 Business Model Canvas

30 min – Group presentation

20 min – Evaluate – open discussion, feedback

30 min – WS 3 Create a Game Plan

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How to succeed with your game mechanics

• Create motivation by cooperation rather than competition

• Harmonize strategy with business goals• Understand the large group• Adapt to the target group• Adjust to your culture• Make it simple

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Successfull integration of gamification requires a structured design process

Deploy the appropriate tools

Delineate target behaviours

Fun factor / randomness

Define activity cycles

Identify and describe players

Define business objectives • List and rank objectives• Delete ‘mechanics’ (means to an end)• Justify objectives

• Concrete and specific: Visit your restaurant, exercise for 30 minutes, share information, etc.

• Develop metrics for succes

• Describe their relationship to you• What motivates them?• Segment (e.g. Bartle: Killer, Achiever, Explorer, Socializer)

Motivation > Action > Feedback > Motivation > etc• Engagement loops• Progression stairs

• Hard fun: challenges and puzzles• Easy fun: casual enjoyment• Experimental fun: trying new experiences• Social fun: interaction with others

• Game dynamics• Game mechanics• Game components