Using product gamification to drive user engagement
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1.What is gamification? 2.Why gamification? 3.Principles of
gamification 4.Game mechanics 5.Common gamification techniques
6.The Psychology of gamification 7.Player types and motivations
8.Why gamification fails 9.Gamification examples 10.Case Study
Autodesk trial conversion 11.InsideView-specific challenges
12.Gamification concepts Overview 14 points up for grabs!
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What is Gamification? Gamification is the use of game-thinking
and game mechanics in a non-game context in order to improve user
engagement, ROI, data quality, timeliness, and learning. In
particular for web sites and apps, means to encourage users to
engage with the site or platform in specific desired behaviors.
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Why Gamification? "if you can make something more fun, and
include notions of play, you can get people to do things they
otherwise might not want to do. Gamification taps into our needs
and desires: We like to play We like to be good at things (and have
others see how good) We like to see how we measure up against
others (and have others see) We like to win (and have others see)
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Why Gamification? 2
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2 Contrary to popular opinion, things that are enjoyable will
be perceived as easy to use and efficient.
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What is gamification? 2 points
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User Motivations Achievement Altruism Reward Self expression
Loss aversion Status, competition and reputation 3
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Name three player motivations. 3 points
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Game Mechanics Achievements Appointments Behavioral Momentum
Blissful Productivity Bonuses Cascading Information Theory Combos
Community Collaboration Countdown Discovery Epic Meaning Free Lunch
4 Infinite Gameplay Levels Loss Aversion Lottery Ownership Points
Progression Quests Reward Schedules Status Urgent Optimism
Virality
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Game Mechanics Behavioral Game Mechanics Solely focused on
human behavior and the human psyche. Uses the following to
structure and stretch the accumulation of meaningful skills:
Feedback Loops Progression 4
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Game Mechanics Feedback Loops 4
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Game Mechanics Engagement Loops maximize engagement and
reengagement 4
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List 3 common game mechanics. 3 points
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Common Gamification Techniques achievements / badges levels
leaderboards progress bars activity feeds avatars real-time
feedback virtual currency gifting challenges and quests trophy case
mini games within other activities 5
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What are two common gamification techniques? 2 points
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The Psychology of Gamification 6
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6
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6 Flow experience Challenging Progression Flow works when
challenge = ability
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The Psychology of Gamification 6 How game mechanics relate to
different psychology principles
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Player Types & Motivations 7
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What are four types of players? 4 points
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Why Gamification Fails 8 It replicates UI elements to
manipulate instead of utilizing game design elements to motivate a
user. Points and trophies are not the elements that make games fun.
Do you remember your high score in Call of Duty or Grand Theft Auto
or Final Fantasy? Focus on extrinsic rewards and manipulating
customer behavior undermine primary tenants of motivation.
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Gamification Examples 9 LinkedIn Progress Bar Two major flaws:
It reaches 100%: the best progress bars continue to be viable well
beyond 100 You have to complete the steps in order to progress
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Gamification Examples 9 LinkedIn Progress Bar Other flaws:
Showing all options at once is overwhelming. Sequencing is very
powerful. You dont start a game with all the abilities and powers.
Instead you slowly work up to more advanced challenges
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Gamification Examples 9 Progress Bar & Achievements
Gamification Examples 9 Delight 66% more people than normal
took the stairs
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Gamification Examples 9 Challenge
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Gamification Examples 9 Completion
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Gamification Examples 9 Quests
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Case Study AutoDesk Trial 1010 Quests / Missions
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InsideView Challenges Few examples and success stories of
gamification of enterprise apps Most users experience product in
mash--up, in context of doing other tasks Focus on positive
reinforcement vs. negative reinforcement BUT Sales people are
competitive by nature :D 1
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Concepts 1212 Set-up Wizard / Progress bar Team Leader boards
personal and team competition, recognition, status In-app and/or
email Badges task completion content contributions Publish activity
to chatter and activity stream e.g. team can see that you synced
info, added connections, etc. Progressive tasks/quests for features
that have yet to be accessed