rethink the pink: gamification design and gender
TRANSCRIPT
Rethink the Pink Gamification design & gender
SXSW 2017Marigo Raftopoulos PhDStrategic Innovation Lab
@marigo#rethinkpink
Rethink the Pink Unconscious bias in
design (lazy stereotypes)
Negative impact on workplace performance:• Job satisfaction• Work tensions• Mistrust• Morale• Turnover
How well is this working for you?
Engaged
Disengaged
Enrolled
20%
40%
40%
Towers Perrin 2011; Gallup 2013; CEO Institute 2013
Not all game worlds are equal Learn from MMOGs for the
future of work – BUT They are also microcosms
of “reality” (unconscious design)
Often perpetuate stereotypes & biased models of participation
Motivation is universal Performance differences are associated
with gender, but not caused by gender itself
Cultural and contextual obstacles and expectations; not capability related
Gendered behavioural patterns contribute to a self fulfilling cycle
Sex ≠ Gender (Biology Vs Sociology)
Being Human
Agency, Action, Social, Mastery, Achievement, Immersion, Creativity,
Escapism
Who are you designing for? Tactical and
short term
Play to the stereotype
Design for conditioned response
Improvement
Strategic and long term
Play to the potential
Rethink and redesign for agency
Innovation
Meet Audrey (aka “Zelli”)
“The only thing that matters in the game is your skill. I can be anyone I want to be and do anything I want to do, and no one is going to use my age or gender against me.”
Lessons for the future of work (1)
• In the future of work, capability and innovation will require a synthesis of multiple intelligence • Are we inadvertently creating ‘biased’ AI?
Lessons for the future of work (2)
How do we rethink models of participation, reward and recognition through experience
design for innovation?
Lessons for the future of work (3)
How do we use new media culture to tap into our different personal identities of our inner worlds? i.e. Second Self, Gender Bending, etc. for deep
insight & creativity
Thank you!
www.strategicinnovationlab.com
@marigo #rethinkpink