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In this presentation I connect the dots between Behavioral Psychology, Games and Persuasive-design Principles to show how real change can happen in health care.
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From Games to ChangeConnecting the dots between Behavioural Psychology,
Games and Persuasive-design Principles to show how real change can happen in health care.
August 9, 2014 Full Indie SummitMorning Session
Ayo+Go: two of the world’s oldest symbolic games
Ayo Go
Bridge from Play to Games
Games structure and intensification play by adding: • Goal/Win State• Rules• Feedback System• Voluntary participation
Playing a game is the voluntary attempt to overcome unnecessary obstacles. -Bernard Suits
Video games use the science of telemetry, data mining and analytics to perfect their understanding of how players experience play and formalize that into repeatable game components.
Dopamine
Stimulus
ActionFeedback
Habit Loop
Trigger
ActionFeedback
Flow
Habit
Flow: The Psychology of Optimal Experience, Csíkszentmihályi
There are nine component states of achieving flow (Fullagar & Kelloway):• challenge-skill balance, • merging of action and awareness, • immediate and unambiguous feedback, • concentration on the task at hand, • paradox of control, • transformation of time, • loss of self-consciousness, • autotelic [intrinsically-rewarding] experience.”
Engagement
DopamineAnticipation
OxytocinSocial
bonding
SerotoninGood gut
Tryptophan
EndorphinsPower-through
DOSE: Four Chemicals that Activate Happiness & Engagement
Source: Nicole Lazarro, XeoDesign
vs.
When do serious games make sense?
There’s time to playThere’s a reason to deepen engagementThere’s a discrete player behaviour to motivateThere’s risk to overcome in experimenting with the newRote learning is ineffective Context counts
When fun matters….
Motivation underlies Change GamesWhat is motivating:• Cognitive biases (Behavioural Psychology)• The 90% Success Threshold (CBT- Motivational
Interviewing)• the Zone of Proximal control; Goal Gradient (CBT)• Agency: voluntary, autonomous, personalized, choice• Goal setting (CBT)• Commitment, reciprocal social obligation• Novelty, changing cues and triggers• Feedback on incremental progress (CBT)• Challenge interspersed with easy delight
Behavioral Psychology & Cognitive Behavioural Therapy
“The best games have at least 3 out of 4 keys.”
Four Keys to Fun
• Oxytocin• Amusement• Moving together,
gestures• Teasing, Encouraging
• Dopamine• Progress• Completion• Feedback• Meaningful
• Control• Creativity• Exploration• Fantasy
• Endorphins, dopamine
• Frustration, obstacles
• Fiero \o/• Relief
Hard Fun
Easy Fun
People Fun
Serious Fun
Source: Nicole Lazarro, XEO design
The Ayogo Model
Progressive Mastery
CompletionFeedbackMeaningful
NarrativeExploration
Delight
SocialIncoming MessagesEncourageChallenge
Ayogo’s Design Pillars
● Stories● Imagery● Themes● Game
characters● Avatars
● Peer-to-peer communication
● Reciprocal social obligation
● Gifting● Encouragement
Narrative Social Connectivity
● Gamification● Education● Repetition● Increasing
difficulty
Progressive Mastery
User-Centered Design
Player Part
Business model
Client Part
Don’t try to do it all!
Smart Part
feedback, social & narrative
Hard Part
Emotion: Fear down, Fun up
Fun Part
Short burst of extrinsic
Addictive Part
Not found = not played
Obvious Part
The Ayogo Model Rules for Behavior Change Games
Habit Building - Personalization
● In T2T, users can choose what areas of their health they want to focus on
Didja Do-It System (aka tracking)
“Think of points and badges being to games what page numbers and chapter headings are to literature. Sure – they can give you a sense of how far you've come and how many pages you have to go, but what's the story?”
-Michael Fergusson, CEO of Ayogo Health.
…they’re immediately rewarded with a piñata
Smash piñatas, collect monster “ingredients”, combine to unlock new monsters…