vKingdom:Gamification in Service Design

Dave Van De Maele & Stina Vanhoof | Knight Moves

KNIGHT MOVESKNIGHT MOVESS E R V I C E D E S I G N

G A M I F I C A T I O N

SERVICE DESIGNin

GHENT(…That’s in Belgium)

SERVICE DESIGNwe love

Service Design takes the principles of good design and applies them to the

structure of an organisation to improve the experience of customers.

Front Stage

Customers

Back Stage

www.servicedesignpodcast.com

#SDpodcaster

NEW CHALLENGES

TRANSFORMATIONdigital

EXPECTATIONScustomer

PARTICIPATIONactive

Of society…

RESPONSIBILITYethical

GAMIFICATION?so, eh…

Gamification is the concept of applying game-design thinking

to non-game applications to make them more fun and engaging.

The Magic Circle The Real World

SCORING A GOAL! KICKING A BALL INTO A NET

GAMIFICATION & SERVICE DESIGN

a match made in heaven

GAMIFICATION SERVICE DESIGN

• Data for insights • Research for insights

• Psychology of player motivation • Psychology of customer motivation

• Player journey • Customer journey

• Motivate people to do extraordinary things • Motivate people to change organisations

• Tailored for big, complex systems • Tailored for big, complex systems

DESIGNING THE GAME

ENERGYincrease

Slide van boardroom meeting.

TRUSTbuild

SELF ACTUALISATION

achieving one’s full potential, including creative

activities

SAFETY

PHYSIOLOGICAL NEEDS

food, water, warmth, rest

security, safety

BELONGING & LOVE

intimate relationships , friends

ESTEEM

prestige, accomplishment

Self-Fulfilment

Psychological Needs

Basic Needs

TIMEsave

P L A T O

You can learn more about a person in an hour of play than you can find from a lifetime of conversation“

RESULTSbetter

“S I D M E I E R

A game is a series of meaningful choices

KINGDOM STORY

THE BEGINNING A quick first version to help us understand the complex structure of

stakeholders and the relationships between them.

IMPROVINGAmplifying the early version to learn how musicians interact and highlight business opportunities for a software startup.

Workshop Output Digital Deliverable

MAIN LEARNING

STORYTELLINGthe power of

Foto van kinderen met lego

INTERPRETATIONfreedom of

• Communication

• Social Media

• PR

• Attention

• Sound

• Technology

• Collaboration

• Embedded Technology

• Settings

• CRM System

• Ear

• Sound

• User research

• Press

• Steak

DETAILINGthe right amount of

LANGUAGEshared

“G O V E R N M E N T S T A K E H O L D E R

You need a C61 from the RVA for WSE

?!

L E A R N I N G S

the power of STORYTELLING

freedom of INTERPRETATION

shared LANGUAGE

THE RESULT

EXCERCISESunlimited

STORYTELLINGimmersive

ILLUSTRATIONSauthentic

COLOUR CODEcategory

TRIED & TESTED (120 cards)

DEMO TIMEenough talk

YOUR HOTEL EXPERIENCE

MAP YOUR HOTEL EXPERIENCE Step 1: Which people are involved?

MAP YOUR HOTEL EXPERIENCE Step 2: Which touchpoints are involved?

MAP YOUR HOTEL EXPERIENCE Step 3: How do they relate?

MAP YOUR HOTEL EXPERIENCE Step 4: Points of improvement

ULTIMATE HOTEL EXPERIENCE

YOUR ULTIMATE HOTEL EXPERIENCE Step 1: Personal mission

YOUR ULTIMATE HOTEL EXPERIENCE Step 2: Shared mission

COOKING ?what’s

( prototype )

App Features

CLEAN DESIGNQUICK CAPTURETEAM MANAGER

LIVE ANNOTATIONSEXPORT & SHARE

…

www.kingdomcards.be

€39ACQUIRE KINGDOM TODAY!

THANK YOU !

W W W . K N I G H T M O V E S . B E

stina@knightmoves.bedave@knightmoves.bewww.knightmoves.be

@stinavanhoof @davevandemaele @knightmoves111

Stina VanhoofService Designer

Knight Moves

Dave Van De MaeleManaging partner

Knight Moves