gamification sogeti-workshop
TRANSCRIPT
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Gamification[ G E I : M I : F I : K E I J : S H U N ]
J a n B i d n e r , 2 0 1 5 - 0 3 - 1 8
Presentation and Workshop Sogeti Mitt AB
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MOTIVATION
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ENGAGEMENT
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CHANGE
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BEHAVIOUR
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DRIVES
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EXPERIENCES
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Greatest Experience Industry!
#1
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Source: Entertainment Software Association 2012
Average Gamer is 35 years68% are 18 and older
47% are womenMore grown women are gamers
than boys under 18
#2
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10 % 20 %
30 % 90%
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Gamif icat ionT h e d e f i n i t i o n
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“the use of game mechanics
and game design
techniques
in non-game contexts …”
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“…in order to create a more engaging
user experience”
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BLACK BELT
UX
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2 0 0 6
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NOT TECHNOLOGY DRIVEN!
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2 0 1 0
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Points
Badges
Leaderboards
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Fail, 80
Success, 20
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Rolighetsteorin
”Happiness is the easiest way to make People change their behavior”
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”glädje är det absolut lättaste sättet att få människor ändra sitt beteenden”
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”glädje är det absolut lättaste sättet att få människor ändra sitt beteenden”
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”glädje är det absolut lättaste sättet att få människor ändra sitt beteenden”
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”glädje är det absolut lättaste sättet att få människor ändra sitt beteenden”
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”glädje är det absolut lättaste sättet att få människor ändra sitt beteenden”
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That’s a lot of
Fun…
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The French Postal Service
Dropout ra te 25%!
Play a work ing week
Dropout ra te 8%
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Strukturell Gamification
Serious Games - Narrativ
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change
Behaviours
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Know about
Core Drives & NeedsKnow about
Player Types
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Physical needs
Safety
Love/belonging
Esteem
Self actualization
Abraham Maslow
Hierarchy of Needs
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Yu-kai Chou
Octalysis
8 core
Drives
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Mening
Förverkligande
Grupptryck
Oförutsägbarhet
Undvikande
Underskott
Ägarskap
Prestation
Drivkrafter
Vän-inbjudningarSociala skatter / givandeUtropaAvundsjukaGruppuppdragSkrytMåste-ha-marknadsföringTacksamhetsekonomiMentorskapSocialt puffandeDelaGilla
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sociala
Media
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Mening
Förverkligande
Grupptryck
Oförutsägbarhet
Undvikande
Underskott
Ägarskap
Prestation
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What drives you?
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WORKSHOP
- What’s the Case?
- Real problems to be solved in customer business context
- Gamification ideas workshop
- Refinement?
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Workshopping!
• Effectmapping – What are the perceived effectgoals? What do we want to achieve?
• Content is king
• What are the target end user groups?
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ACTUAL INPUT FROM CUSTOMER
• More visits, more buys, profit from specificcustomer segments
• ”on-top” functionality to drive key metrics (in addition to loyalty program)
• Later this year - Stamps…
• Loyalty...
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Brainstorming gamification ideas• Game mechanics as well as player types and drives considered
• Write post it notes 5 min, put on whiteboard and reflect in full group
• Iterate ideas
• What player types? – What drives can we map? Can we add any mechanic to attract other playertypes? More unpredictability? More meaning? More socializing?
• Black Hat? White Hat? Extrinsic/Intrinsic motivation?
• Groups to refine ideas – pick an idea and gather in the group to refine and elaborate.