gamification debate at ny tech ux

Download Gamification Debate at NY Tech UX

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These slides served as the basis for my position introduction in a debate on gamification at the NYTech UX event on January 8, 2014

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  • 1.Marc Resnick Bentley University, Professor Usability Solutions, Founder mresnick@bentley.edu @PerformSol 305-443-3765 humanfactors.blogspot.com

2. We have gone gamification crazy 3. But most implementations dont seem to know what they are doing ! 4. Gartner Says by 2014, 80% of Current Gamified Applications Will Fail to Meet Business Objectives Primarily Due to Poor Design 5. Just like a great chef can turn basic ingredients into a masterpiece 6. A bad chef can turn them into a trip to the emergency room 7. But why do we need to be chefs? 8. Lets take just one ingredient . . . 9. Cant we motivate everyone with pointsification . . . 10. AutonomyMasteryRelatednessDo we need to consider a few motivational dimensions . . . 11. Or do we need a whole language of motivation to cover it all? 12. Lets break motivation down into its basic components Relatedness one to one bonding with a valued colleague belonging to the in-group collaboration with others towards a common goal competition with another to show superiority nurturing, family, and mentorship (friends list) Mastery successes heralded in song external validation through public awareness of your success internal validation because you know of your success (trophies and leaderboards) Accumulation collection of sets (virtual goods)Competence physical and mental health stability, tranquility, and absence of anxiety fairness and justice idealism and honor (badges, levels, points) Self-expression design part of the game world used by others design part of the world used by yourself design part of the world used by yourself and in-group Disruption fight the power white hat hacking (scam the fools) 13. But each user is motivated by a different set of motivators and in different proportions CommunityStatusCompetitionRelatedness CompetenceDisruption Mastery 14. Strava Cyclist Gamified Social Network Relatedness uses can follow anyone (like TW) users can look for skill-matched partners to bike with users can compete within selected friend group users can join teams for aggregate scoring users can link to mentors for advice there is an extensively used chat for collaborative and trash talking there is a strong member affinity Mastery time leaderboards on set segments are listed, overall and by demo users can list personal recordsCompetence quantified self features demonstrate extreme fitness users can link their HR to measure their suffer score users can compete anonymously there is an honor code to reduce cheating Self-expression users newly discovered routes can be added users have reasonably rich profiles Disruption groups draft one rider to jump a time record users can log illegal trails for others to follow 15. Open Source Software Relatedness communicating with specific leading and noted developers belonging to the open-source community in-group working with other developers on new modules mentoring new developers as they onboard to the community Mastery status as an expert developer internal confidence emanating from the acceptance of code contributions Extrinsic value paid bonuses from employer for contributing career advancement based on part on contributions to code developmentCompetence being a valued member of the open source community having personal contributions added to the next software build subscribing to the open source honor code Self-expression expressing ones software development style in the code Disruption create free software that competes with established corporate systems 16. And if we do this with: X motivations X player profiles X processes to cover X usage scenarios X time frames X learning curves X feedback mechanisms X reward types X customization models X hardware and software constraintsWe get 6,423,678,124,013 possible combinations (approximately) 17. There is a way, if you know the fundamentalsbusiness objectivesuser profilesgame elementgame mechanicUIbrain mechanicST behaviorgame dynamicLT behavior 18. For Group Discussion Strengths of Gamification Long term engagement Build intrinsic motivation Focusing users on key outcomes White hat hackgamersObstacles to Gamification Short term thinking Contestification Distracting users with points and badges Disruptors and game grinders