Gamification Huntsville

Status Quo Disruptor of Economies of Scale

Gamification of Sharing Economies

Gamification Huntsville

Status Quo Disruptor of Economies of Scale

Gamification of Sharing Economies

Little Sister

Given name is Bennett

Friends call me Dutch…

Dutch Driver

Certified

Certified

Basic

Expert

Master

Certifiable Headcase!

Synergy Internet of Things

Disruptive Innovation Collaborative Consumption

Gamification

Gamification

Gamification Concepts

• Bartles Player Types • Points, Badges, and Leaderboards aka PBL • Levels • Progression Loops • Challenges/Quests • SAPS • Path to Mastery

Bartles Player Types

Onboarding

Problem Solver

Expert Master

Discovery

6Ds of Gamification

• Define business objectives • Delineate target behaviors • Describe your players • Devise your activity loops • Don't forget the fun • Deploy the appropriate tools

Gamification Certification Use Cases

• ShareAll – Massively Open Online Course aka MOOC – Wharton Business School

• Pirates of Indian Creek – Certification III – Engagement Alliance

ShareAll Business Objectives

• Corporate values – Promotes the social benefits of sustainable

“collaborative consumption.” – Support a mobile platform – Leases under-utilized durable goods

ShareAll Business Objectives

– Provides trusted rental transactions – Provide players with timely access or an

immediate demand for durable goods who cannot afford the expense of making a capital investment

– Respect players • Owners aka Brayers • Rentors aka Burrowers

ShareAll Target Behaviors

• Benefits – Brayers recoup some of the investment expense

associated with purchase, maintaining, and storing a durable good.

– Burrowers have temporary access or “renting” in order to use goods that are out of their financial reach.

– ShareAll benefits through living its corporate values and charges a small transaction fee from both stakeholder player groups.

ShareAll Onboarding

• Registration – Video training on platform = 500 Shares – Primary email address = 500 Shares – Complete Profile = 500 Shares – Provide phone number = 500 Shares – Provide financial information = 1000 Shares – Set an alert = 2000

ShareAll Onboarding

• First challenge – Brayers

• List item to rent = 5000 Shares

– Burrowers • Make first request = 5000 Shares

• 10,000 total Shares at end of onboarding • Shares are only redeemable on the ShareAll platform

ShareAll Game Play

• Bids by Burrowers and Listings by Brayers cost Shares to make similar to the use of blinds in Texas Hold’em Poker creating “skin in the game” dynamic and earnest bidding and listing by players. The strategy is to create a constant and predicable Share burn rate and facilitate a cash transaction between ShareAll and players resulting in the purchase of Shares.

ShareAll Game Play

• A Brayer’s bid listing provides data on number of bidding Burrowers and corresponding leading bid amounts.

ShareAll Game Play

• Brayers are entered into weekly, monthly and quarterly listing contests where quality of their listed goods are competing with the quality of listings from other Brayers in ShareAll. Badges, Shares, and free listings are prizes in these mini-events.

ShareAll Game Play

• Brayers receive alerts when they are able to convert Shares into cash deposits on their credit/debit cards. They can monitor the popularity of their listed goods with frequency of rental, duration of rental, and data that compares their listings to similar listings of other Brayers. Using this data, the system can present durable goods from other Brayers for “rent” and urge them to use Shares accumulated from their listings to bid on luxury items for rent are deemed disposable goods by Brayers.

ShareAll Brayers and Burrowers

• Examples of player use: • Sarah, Socializer, is bidding Shares on Brayer

Adrian’s listing of jewels to wear while attending a charity ball.

• Rajest, Explorer, is bidding on using the home of Adrian, Killer, while he is in the US and she is off on a business trip to Africa for a month.

• Casey, Achiever, bids on a listing from Rajest, Explorer, to work as a field intern in Borneo.

ShareAll Disrupts

• Economies of Scale – Retail – Manufacturing – eBay and Amazon

Indian Creek

Pirates of Indian Creek PIC

• Brief Description of the Project • March 10th, 2014 is the date for the long anticipated

closing of the Huntsville’s Indian Creek Bridge on Old Madison Pike for reconstruction. The project anticipates approximately 16,000 cars/day re-routed into longer commute times and congested traffic for an estimate of 15 months. Many of these cars are occupied by a solo driver. The disruption in traffic patterns is an opportunity to use gamification to motivate solo drivers to transport additional drivers in a region that historically does not support car pool.

Pirates of Indian Creek

• Business Objectives • Peak hours of 7-9 a.m. and 3-5 p.m., the

optimal goal is to have approximately 300 cars serve as car pool carriers for approximately 900 riders or approximately 3 riders/per car resulting in a optimized capacity per car and reduction of cars by 75% in peak hour traffic.

PIC Key Stakeholders

• Old Madison Pike and Slaughter Road motorists

• City of Huntsville, AL • City of Madison, AL • Madison County Schools • Research Park Corporations • Redstone Arsenal • Alabama Department of Transportation

PIC Key Metrics & How They Are Measured

• Number of Participating Mates/Ship. The Mates per Ship (Crew) is measured by the use of Smartphone scanners with QR codes for each participating car. Registered drivers (Captain) scan rider’s (Mate) QR code to check-in and provide car (Ship) with credit of aggregate number of riders checking-in for the day.

• Number of Ships/Mate. The Mate’s unique QR code is scanned by the Ship’s Captain to give credit to the Mate for commuting (Sailing) in Pirate Captain’s Ship for the day. Additional Ships per Mate during the program’s period accumulate bonus pieces of eight used to complete a collection earning them bonus XPs (experience points).

• Number of days that a registered Ship remains at home (Port) during work hours. This can be calculated from passengers checking into registered ships and helmed by a Captain in the program.

• Number of days that a registered Ship carries Crew. This is a calculated number from the number of Mates on board Ship at sea.

PIC Player Types • Killer: Pirate Captain Sam, is male member of the C-suite in

a defense contractor company with 350 employees. Sam is an engineer with a wife, a son and a daughter each with their own car. Sam captains a two-seat Mercedes SL550, christened the Black Hind, for a daily commute of 30 minutes with intermittent business and personal calls.

• Achiever: Pirate Captain Sarah, a rising star at her company, still working on her MBA in Finance. She is divorced with no children and drives a 4-door Honda Accord, christened Queen Sarah’s Rampage, for her daily commute of 45 minutes with her Sirius FM blaring out hair band power ballads and her singing along as she drives into work.

Player Types • Socializer: Pirate Captain Ethel, is a single mom with pre-teen twin

sons. She works at a local mall department store. She drives a Subaru Outback, christened the Sea Kite, as she navigates between home, school and work with her cell phone glued to her ear on her daily commute that takes about an hour.

• Explorer: Pirate Captain Mario, is a happily married dad of 25 years with two girls in college. He drives a Dodge Ram pickup, christened Ram’s Horn, on his commute of 70 minutes. On occasion, he takes a different route to the office for variety and to find a shorter route when it comes to time spent on the way to work. He uses his commute time to ponder an invention to save toilet paper use.

PIC Path to Mastery • Novices

– Enter into the program and compete for more prizes against other novices for a rolling 30 day period.

• Problem Solvers – Have the problem of devising an optimal departure time for Ships and Port

departure times for Mates based on the rolling 10 day average from data provided by the system.

• Experts – Train Mates and Captains how earn pieces of eight by developing commute

strategies that use less time and achieve a higher safety rating from the Ship’s Crew

• Masters – Master levels are also challenge to develop an optimal Crew for sustainable

behavior change and car-pooling. • Visionaries

– Find and promote alternate means of transportation that minimize commute time and minimize fuel consumption per rider served.

PIC Rewards/Prizes/Incentives (SAPS)

• Status: – Leaderboard status of players, avatar contests for

extra points, bonus days where daily point values are multiplied.

PIC Rewards/Prizes/Incentives (SAPS)

• Access: – Periodically, high score riders and drivers will be

invited to focus group meetings and media photo opportunities to adjust to player needs and provide community visibility for the program.

– Top 10 Quarterly points leaders are entered into a lottery drawing for a prize. Lottery winners are shown winning on local news outlets.

PIC Rewards/Prizes/Incentives (Remember: SAPS)

• Power: – Adept through Sage roles in the online community

act as moderators and curators of photos for the online community web site.

PIC Rewards/Prizes/Incentives (Remember: SAPS)

• Stuff: – Tangible rewards

• Gift cards given to each player, driver, car upon achieved successes in leveling up

• Bi-monthly – prize is a trip for two to Fort Walton Beach or Gatlinburg using

condos listed on VRBO.com + $500 cash. • Monthly prize

– 3-day weekend trip to Las Vegas, San Francisco, New York or Chicago with $1000 cash.

• Quarterly Grand Prize winners – Choice year’s pre-paid property tax or an equivalent amount of

rent paid.

PIC Challenges

• Rider challenges: – Blitzhiker Riders

• Beat the rolling average of their last 10 commute times during a Voyage to their Port.

• Captain challenges: – Full tank of gas on challenge days awarded as karma

points by Crew. • Crew Challenges:

– Finger Drive-by finger • Crew waves as a friendly gesture to oncoming motorists.

PIC Challenges

– Legger: • Adept+ Mates earns bonus points for using at least three

different cars during the commute to their destination.

– Karaoke Karolers: • Car sings aloud with radio during challenge day and Crew

give 10 karma points to all Mates/Captains in car at the time of challenge.

– Stop-it challenge: • Mates/Crews capture picture of Stop sign (5 XP), Red Light (3

XP) or Yield signs (1 XP) and post with appropriate challenge #hashtags to Instagram

PIC Disrupts

• Commute times • Gasoline consumption • Isolation • Bore-doom

Synergy Internet of Things

Disruptive Innovation Collaborative Consumption

Gamification

Contact Info

• Facebook • Linkedin • Twitter @Dutch_Driver • Dutch dot Driver at Gmail dot com • Two five six Three six five Two seven three zero