How to Get Started with Gamification

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<p>Employee Engagement</p> <p>Contact Uswww.badgeville.comLaura Lilyquist Tony VentriceTwitter: @badgeville</p> <p>Webinar Series 1. Employee Engagement2. How to Get Started3. How to Measure Success</p> <p>Employee Engagement RecapEngagements dramatic impactCompanies with engaged employees see 240% improvement in business results.Work units in the top 25% have significantly higher productivity, profitability, and customer ratings, less turnover and absenteeism, and fewer safety incidents than those in the bottom 25% </p> <p>Active self-interest</p> <p>Adaptive technology</p> <p>Intrinsic rewardsKey elements of engagement</p> <p>Presentation Topics Planning and DesignBusiness GamificationBadgeville Solutions</p> <p>Applies game science to non-game applicationsLeverages intrinsic motivators like self-interest, status, and personalizationDesigned to drive business results from targeted actions and measurementsBusiness GamificationWhen designed correctly, gamification has proven to be very successful in engaging people and motivating them to change behaviours, develop skills or solve problems </p> <p> Brian Burke Research VP, Gartner Business Gamification is Designed to Improve the Use of Enterprise Applications</p> <p>Spending on gamification will grow by 67% year over year to $5.5B in 2018SOURCES: Markets and Markets, M2 Research $5.5BBusiness Gamification is Large and Growing</p> <p>Presentation Topics Planning and DesignBusiness Gamification</p> <p>Badgeville Solutions</p> <p>The Badgeville ProcessGamifying your businessDefine Business Goals &amp; Create KPIsDesign Gamification SolutionMeasure KPIs via Real-Time AnalyticsDefine User PersonasRefine and Evolve Over TimeProblem DefinitionDefining the gameBefore you start building anything, you need to identify the right goals. At Badgeville, we call this group of goals the business scenario</p> <p>Note: Employees vs. Customers= Is it a voluntary experience or not?12Stanford researcher BJ Fogg defines engagement as:(Emotions)(Teach)(UI)Motivation + Ability + TriggersSolution EngagementEngaging for Gamification successThe objective of most gamification projects is to engage the users. When you talk about engagement, it first helps to understand the work of Standford researcher BJ Fogg. His behavioral model states, that in order to get someone to do something, there needs to be three things Present: they need to want to do it (motivation on the left), they need to be able to do it, and something needs to trigger them to cause them to think about doing it. So he has this orange line, and anything on the left side, they are either unwilling or unable to do. On the right side, we have the space where they are willing to act.</p> <p>The Fogg model is pretty simple once you get it. If your users arent able to do something, you need to teach them first, and if they forget about it, you need to remind them in the interface, but motivation is where things get complicated. The Fogg model has no easy answer to how to make people want to do something.13Stanford researcher BJ Fogg defines engagement as:(Emotions)(Teach)(UI)So, what emotions can we tap into to motivate employees?</p> <p>Motivation + Ability + TriggersSolution EngagementEngaging for Gamification successThe objective of most gamification projects is to engage the users. When you talk about engagement, it first helps to understand the work of Standford researcher BJ Fogg. His behavioral model states, that in order to get someone to do something, there needs to be three things Present: they need to want to do it (motivation on the left), they need to be able to do it, and something needs to trigger them to cause them to think about doing it. So he has this orange line, and anything on the left side, they are either unwilling or unable to do. On the right side, we have the space where they are willing to act.</p> <p>The Fogg model is pretty simple once you get it. If your users arent able to do something, you need to teach them first, and if they forget about it, you need to remind them in the interface, but motivation is where things get complicated. The Fogg model has no easy answer to how to make people want to do something.14Stanford researcher BJ Fogg defines engagement as:(Emotions)(Teach)(UI)So, what emotions can we tap into to motivate employees?</p> <p>Life is a journey. People are motivated by the sense of making progress. We often call this growth</p> <p>The secret to Gamification is creating a sense of growth.Motivation + Ability + TriggersSolution EngagementEngaging for Gamification successThe objective of most gamification projects is to engage the users. When you talk about engagement, it first helps to understand the work of Standford researcher BJ Fogg. His behavioral model states, that in order to get someone to do something, there needs to be three things Present: they need to want to do it (motivation on the left), they need to be able to do it, and something needs to trigger them to cause them to think about doing it. So he has this orange line, and anything on the left side, they are either unwilling or unable to do. On the right side, we have the space where they are willing to act.</p> <p>The Fogg model is pretty simple once you get it. If your users arent able to do something, you need to teach them first, and if they forget about it, you need to remind them in the interface, but motivation is where things get complicated. The Fogg model has no easy answer to how to make people want to do something.15LearningConcentrating, solving puzzles, accumulating knowledge, exploring the unknown, making connections and discoveries SmartGrowthIntrinsically motivating by telling a personal storyFeel:By:So what motivates people? The answer is the sense of progress, growth, purpose, and meaning. There are 2 main motivational types: intrinsic and extrinsic. Here at Badgeville, we believe people only do things for one or more of these four intrinsic reasonsalso known as the 4 Ss: </p> <p>To feel smart and people will do this by learning new things 2. They may be motivated by the feeling of success, so they are going to want to overcome challengecan you create a gamification program that will feed this desire? 3. People want to feel socially valued and are likely going to seek social connections and 4. People are motivated to feel structured, so they will build or look for order in chaos. Intrinsic motivators are one of the most effective to use in gamification. They are far more valuable to users, and to a business owner, because they are much more cost effective. There is nothing you have to pay out to users. </p> <p>Note: So what motivates people? People are motivated by the sense of progress. This is sometimes called purpose, meaning or mastery. It all refers to the same thing. Digging one layer deeper, how is progress measured? Progress can be broken up into four basic categories: Learning, overcoming challenges, building social connections and finding order. Another way of looking at it is, people want to feel: smart, successful, socially valued and structured.</p> <p>16LearningOvercoming ChallengesConcentrating, solving puzzles, accumulating knowledge, exploring the unknown, making connections and discoveries Competing, winning, accomplishments, victory in the face of adversity, challenge, thrill, respectSmartSuccessGrowthIntrinsically motivating by telling a personal storyFeel:By:So what motivates people? The answer is the sense of progress, growth, purpose, and meaning. There are 2 main motivational types: intrinsic and extrinsic. Here at Badgeville, we believe people only do things for one or more of these four intrinsic reasonsalso known as the 4 Ss: </p> <p>To feel smart and people will do this by learning new things 2. They may be motivated by the feeling of success, so they are going to want to overcome challengecan you create a gamification program that will feed this desire? 3. People want to feel socially valued and are likely going to seek social connections and 4. People are motivated to feel structured, so they will build or look for order in chaos. Intrinsic motivators are one of the most effective to use in gamification. They are far more valuable to users, and to a business owner, because they are much more cost effective. There is nothing you have to pay out to users. </p> <p>Note: So what motivates people? People are motivated by the sense of progress. This is sometimes called purpose, meaning or mastery. It all refers to the same thing. Digging one layer deeper, how is progress measured? Progress can be broken up into four basic categories: Learning, overcoming challenges, building social connections and finding order. Another way of looking at it is, people want to feel: smart, successful, socially valued and structured.</p> <p>17LearningOvercoming ChallengesSocial ConnectionsConcentrating, solving puzzles, accumulating knowledge, exploring the unknown, making connections and discoveries Competing, winning, accomplishments, victory in the face of adversity, challenge, thrill, respectBonding, collaboration, cooperation, roles, teamwork, network of contacts, popularity, specializationsSocial ValueSmartSuccessGrowthIntrinsically motivating by telling a personal storyFeel:By:So what motivates people? The answer is the sense of progress, growth, purpose, and meaning. There are 2 main motivational types: intrinsic and extrinsic. Here at Badgeville, we believe people only do things for one or more of these four intrinsic reasonsalso known as the 4 Ss: </p> <p>To feel smart and people will do this by learning new things 2. They may be motivated by the feeling of success, so they are going to want to overcome challengecan you create a gamification program that will feed this desire? 3. People want to feel socially valued and are likely going to seek social connections and 4. People are motivated to feel structured, so they will build or look for order in chaos. Intrinsic motivators are one of the most effective to use in gamification. They are far more valuable to users, and to a business owner, because they are much more cost effective. There is nothing you have to pay out to users. </p> <p>Note: So what motivates people? People are motivated by the sense of progress. This is sometimes called purpose, meaning or mastery. It all refers to the same thing. Digging one layer deeper, how is progress measured? Progress can be broken up into four basic categories: Learning, overcoming challenges, building social connections and finding order. Another way of looking at it is, people want to feel: smart, successful, socially valued and structured.</p> <p>18LearningOvercoming ChallengesSocial ConnectionsBuilding/Finding OrderConcentrating, solving puzzles, accumulating knowledge, exploring the unknown, making connections and discoveries Competing, winning, accomplishments, victory in the face of adversity, challenge, thrill, respectBonding, collaboration, cooperation, roles, teamwork, network of contacts, popularity, specializationsContentment, faith, completeness, order, part of a larger plan, clear rules, right and wrong, purposeSocial ValueSmartStructureSuccessGrowthIntrinsically motivating by telling a personal storyFeel:By:So what motivates people? The answer is the sense of progress, growth, purpose, and meaning. There are 2 main motivational types: intrinsic and extrinsic. Here at Badgeville, we believe people only do things for one or more of these four intrinsic reasonsalso known as the 4 Ss: </p> <p>To feel smart and people will do this by learning new things 2. They may be motivated by the feeling of success, so they are going to want to overcome challengecan you create a gamification program that will feed this desire? 3. People want to feel socially valued and are likely going to seek social connections and 4. People are motivated to feel structured, so they will build or look for order in chaos. Intrinsic motivators are one of the most effective to use in gamification. They are far more valuable to users, and to a business owner, because they are much more cost effective. There is nothing you have to pay out to users. </p> <p>Note: So what motivates people? People are motivated by the sense of progress. This is sometimes called purpose, meaning or mastery. It all refers to the same thing. Digging one layer deeper, how is progress measured? Progress can be broken up into four basic categories: Learning, overcoming challenges, building social connections and finding order. Another way of looking at it is, people want to feel: smart, successful, socially valued and structured.</p> <p>19Determine the personas and their motivationsIdentify company objectives (ROI)Establish High-level Behaviors ListUncover underlying behaviorsPredict behavior frequenciesEvaluate as a whole</p> <p>?Behaviors are the atomic unit of Gamification. They are the actions players perform that you are able to track and influence.</p> <p>Choosing BehaviorsThe steps to choosing behaviorsTo figure out all of your ingredients, you need to</p> <p>Note: This is essentially the list we will be doing in the case study20Considering what we know about our personas and behaviors, how can we organize the behaviors?</p> <p>System ConsiderationsEmotion ConsiderationsContext: Pre-existingOrganizing behaviorsAt this point, you should have a rich set of behaviors that youre comfortable with and youre finally ready to move on to defining the process portion of your gamificaiton program. This is also about the balance of emotional and system design. You have your ingredients and even some idea of your desired final product, so now its time to define how to get from ingredients to cake. All of the work weve done getting to know our behaviors will become the answers to some considerations, guiding us to the right features.</p> <p>For Systems, we need to consider things like whether or not rewards should be repeatedly given to users. Emotion considerations include how we might create a story of growth with behaviors.21System</p> <p>Context CreatedThe 3 layers of GamificationSmartSuccessfulSocially ValuedStructuredQuantify:Tangible DataOrganized GoalsCompetitions &amp; ChallengesOrganized Objectives</p> <p>Once youre tracking behavior, you need to respond to those behaviors. This level of response is often called the mechanics. Mechanics are basically the logic, rules and features of a behavior management program. It can be helpful to think of Mechanics as coming in three different types.</p> <p>Game mechanics are anything that measure and compare. Counting behaviors and setting quantified goals are at the core of game mechanics. If I have 500 points, thats a product of game mechanics. </p> <p>If 500 points means Im a site guru, thats a reputation mechanic. Reputation mechanics are really just the story you tell and should be easy to implement. But dont underestimate the difficulty of building successful reputation mechanics. First, you need to understand what your audience values: what they want to hear a...</p>