ws innovation in action 2013 cgi and scania gamification presentation slideshare
DESCRIPTION
This is the slide set we used for the Workshop in Innovation in Action yearly symphosium. We aimed for engaging people and to make them feel how it is to gamify a process. We did explore challenging innovative ideas around the future of bikes, bike 3.0!TRANSCRIPT
© 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.
_______________________
_______________________
_______________________
_______________________
_______________________
_______________________
_______________________
_______________________
Achievements is something accomplished
_____________________
_____________________
_____________________
_____________________
Awards are given by your progress of collecting points.
_______________________
_______________________
_______________________
_______________________
_______________________
Progress bar show how complete something are.
____________________
Levels reached from your activities
_______________________
_______________________
_______________________
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