gamification ux and strategy

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  • GAMIFICATION a method, a toolbox and a mindset

    KO Strategi 2016-09-16 @janbidner

    KO UX 2016-09-26 @janbidner

  • GAMIFICATION

    DESIGN PATTERNS

    END RESULTS

    HOW WE THINK WHEN WE DESIGN

    HOW WE PERCEIVE THE END PRODUCT

    IN

    TEN

    TION

  • What is strategy?

    External marketing?

    Internal engagement?

    Engagement strategies!

    DIGITAL

    communication financial IT etc

  • LONG/SHORT TERM?

    CAMPAIGN

    LONG TERM PROCESS

  • STRATEGY = a long line of activities planned in a careful/strategic manner!

    LONG TERM PROCESS

    CAMPAIGN

    CAMPAIGN CAMPAIGN

    CAMPAIGN

    CAMPAIGN

    CAMPAIGN

    CAMPAIGN

  • BEHAVIOUR DESIGN

    Design around peoples behavior

    Add meaningful layers to support CORE ACTIVITIES

    CREATE NEW

    BEHAVIOURS

  • GAMIFICATION is NOT

    Badges and leaderboards

    Game components (not all games)

    Games

    Games uses gamification

    Achieving learning goals

    Thats e-learning and goal fulfillment

  • GAMIFICATION IS

    Changing behaviour!

    Triggering people to do things

    Creating addictive feedback structures:

    Social

    Competitive

    Achievement oriented

    Purposeful

  • THE METHOD

    Game Design Thinking

    Think like a Game Designer

    Something that people not just can - but want to use

    HOW DO WE ENGAGE?

  • THE TOOL(s)

    Player Type Analysis

    Core Drive mapping

    Game Mechanics

    User Journey

    Self DeterminationTheory

    OCTA LYSIS

    USER TYPES HEXAD

  • THE MINDSET

    Wrap your mind around the game of a an activity, a service or a product:

    What are the objectives?

    What are the possible moves?

    Who are the players?

    What are the Challenges?

    Also: Win-conditions, Rules, sub activities, feedback and long term engagement and motivation

  • Sebastian Deterding

  • DESIGN AROUND THE

    CORE ACTIVITY

  • Sebastian Deterding

    MOTIVATION PROGRESS FEEDBACK

    IMMEDIATE FEEDBACK

    RULES

    RESOURCES

    GOAL

    BUSINESS GOAL

  • FEEDBACK,

    MEASUREMENTS & STRUCTURE

    Trigger short term engagement

    Build habits and long time engagement

    Long term engagement (find motivation)

    LOTS OF

    TOUCH-

    POINTS!

  • SYSTEMS THINKING

    A BAD SYSTEM .ALWAYS BEATS A GOOD USER

  • Sebastian Deterding

  • Starting points? Ideation phase

    What problems to solve? Why we are doing this? No service or application yet? Context not completely locked?

    Improving/tweaking Improving an existing but broken service? How can game design thinking solve the problem? A set context!

  • THE CHALLENGE IN

    ANY DIGITAL STRATEGY Not just getting people to USE the supporting services

    Getting people to WANT to use the supporting services!

    HOW DO WE DO THAT? Designing the right services!

    That are aligned with the business goals!

    That solves peoples need!

    That supports peoples behavior!

    That are challenging in the right way!

  • ALWAYS START WITH

    DESCRIBING BEHAVIOR

    Effect mapping

  • CURRENT PROJECTS

    SSAB SPECIAL STEEL (MICRO-LEARNING)

    HUSQVARNA FLEET MANAGEMENT

    APP (HEALTH/ENGAGEMENT)

    NAVET SCIENCE CENTER (VR/INNOVATION)

    FUTURE OPERATION CENTER

    (DAY 2 DAY HEALTH)