GAMIFICATION
DECK
1

DESIGN THINKING FOR
GAMIFICATION

Daniel Meusburger | workplayce.blogspot.com | @dmeusburger
GAMIFICATION OFFERS OPPURTUNITIES
Possibility to engage customers, employees, end users
Increase productivity, sales, conv...
SO, START AND WIN?

80%

of current gamification
applications will fail to
meet business objectives
(Gartner, 2012)

@dmeu...
REASONS
o
o
o
o
o
o

1

Lack of planning
Lack of (game design) talent
Lack of user analysis and understanding
Lack of user...
HOW TO START?

1

Standard methodologies
often lack end users focus and

limit creativity in favor of structure

@dmeusbur...
DESIGN THINKING

1

a human-centered approach
to innovation
(…) to

integrate the
needs of people,
possibilities of techno...
DESIGN THINKING PROCESS

1

own depiction of the Design Thinking Process by d.school

Process Steps
1

Understand the chal...
CORE CONCEPTS

1
REQUIREMENT ANALYSIS
USER RESEARCH & ANALYTICS

ITERATION
EMOTION

USER TYPES & EMOTION

KEY
CONCEPTS

GA...
@dmeusburger
REQUIREMENT ANALYSIS

1

Challenges

> Understand the underlying challenge
> Acquire knowledge

Action Steps
1

Gather inf...
REQUIREMENT ANALYSIS

1

Key Questions
•

What is the challenge and what is the current situation?

•

Who is affected and...
@dmeusburger
USER OBSERVATION

1

Challenges

> Observe and analyze the end user
> Develop empathy

Action Steps
1

Observe the end use...
USER OBSERVATION

1

Key Questions
•

What is the position of the end user?

•

How does the user interact with the object...
@dmeusburger
POINT OF VIEW (OPTIONAL)

1

Challenges

> Combine information and empathy to
understand the status quo
> Develop awarenes...
POINT OF VIEW (OPTIONAL)

1

Key Questions
•

How do the challenge and user behavior correlate?

•

Which behaviors do I w...
@dmeusburger
IDEATION

1

Challenges

> Brainstorm for playful ideas
> Be creative

Action Steps
1

Set up a diverse, interdisciplinary...
IDEATION

1

Key Questions
•

None, be creative!

•

What are your ideas?

Resources
•

Brainstorming

•

Mind mapping

•
...
@dmeusburger
PROTOTYPING

1

Challenges

> Create (fast) prototypes, try things out
> Be active

Action Steps
1

Set up a diverse, inte...
@dmeusburger
TESTING

1

Challenges

> Test prototypes, get user feedback, iterate
> Be adaptive

Action Steps
1

Raise end user feedba...
TESTING

1

Key Questions
•

Do we achieve the desired outcome? Why not?

•

What can we improve?

•

Do you consider this...
ITERATIVE PROCESS

1

@dmeusburger
ADVANTAGES

1

Integrated Solutions

User Proximity

User Empathy

Opportunity Utilization

Power of Rapid Prototyping

Co...
SOURCES

1

Own Sources
•

Gamification Thinking? Structure Gamification Projects With Design Thinking
http://workplayce.b...
DANIEL MEUSBURGER
Feedback, questions, discussions are greatly appreciated
Twitter: @dmeusburger
Email: daniel.meusburger@...
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Gamification Decks: Structure Gamification Projects with Design Thinking

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Within this presentation I analyze how the process of Design Thinking might be a good fit for applying gamification on products or services. This assumption is based on various characteristics, but mainly its user-centric attributes and iterative process.

While this is mainly a theoretical analysis, I am currently experimenting with this approach and will update these slides at a later point. I am open for any discussion or suggestion.

Based on the article of my blog:
http://workplayce.blogspot.co.at/2013/09/gamification-thinking-structure.html

@dmeusburger

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Transcript of "Gamification Decks: Structure Gamification Projects with Design Thinking"

  1. 1. GAMIFICATION DECK 1 DESIGN THINKING FOR GAMIFICATION Daniel Meusburger | workplayce.blogspot.com | @dmeusburger
  2. 2. GAMIFICATION OFFERS OPPURTUNITIES Possibility to engage customers, employees, end users Increase productivity, sales, conversions 70% of Global 2000 Organization will have at least 1 gamified application by 2014 (Gartner) (Source) 50% of companies with innovation processes will gamify those by 2015 (Gartner) (Source) Market increase to $5.5 billion by 2018, from the $421 million today (marketsandmarkets) (Source) @dmeusburger
  3. 3. SO, START AND WIN? 80% of current gamification applications will fail to meet business objectives (Gartner, 2012) @dmeusburger
  4. 4. REASONS o o o o o o 1 Lack of planning Lack of (game design) talent Lack of user analysis and understanding Lack of user involvement Lack of brainstorming and Lack of prototyping Poor (Game) Design @dmeusburger
  5. 5. HOW TO START? 1 Standard methodologies often lack end users focus and limit creativity in favor of structure @dmeusburger
  6. 6. DESIGN THINKING 1 a human-centered approach to innovation (…) to integrate the needs of people, possibilities of technology and requirements for business success (David Kelley, founder IDEO) @dmeusburger
  7. 7. DESIGN THINKING PROCESS 1 own depiction of the Design Thinking Process by d.school Process Steps 1 Understand the challenge. Gather information on requirements, stakeholders and limitations 2 Observe the users. Develop empathy fort he current situation and behavior of the user 3 Develop a Point of View. Connect the challenge with user empathy 4 Ideate (through brainstorming) 5 (Rapid) Prototyping 6 Test if the desired state is reached. Iterate!!! @dmeusburger
  8. 8. CORE CONCEPTS 1 REQUIREMENT ANALYSIS USER RESEARCH & ANALYTICS ITERATION EMOTION USER TYPES & EMOTION KEY CONCEPTS GAMIFICATION FRAMEWORKS INTERDISCIPLINARY TEAMS RAPID PROTOTYPING PLAYTESTING Source: http://gamesforimpact.files.wordpress.com/2012/09/gamesforimpact-bestpractices.pdf @dmeusburger
  9. 9. @dmeusburger
  10. 10. REQUIREMENT ANALYSIS 1 Challenges > Understand the underlying challenge > Acquire knowledge Action Steps 1 Gather information including goals, requirements and restrictions (budget, scale, resources) 2 Ask all stakeholders (customers, process/product owners) 3 Describe the challenge, current situation and ideas about the desired situation (goals) @dmeusburger
  11. 11. REQUIREMENT ANALYSIS 1 Key Questions • What is the challenge and what is the current situation? • Who is affected and involved? • Where do we want to be (goals) – What should be achieve (desired situation)? Resources • Gamification Model Canvas @dmeusburger
  12. 12. @dmeusburger
  13. 13. USER OBSERVATION 1 Challenges > Observe and analyze the end user > Develop empathy Action Steps 1 Observe the end user, his/her behavior, environment and interaction with the environment 2 Ask the end user about the challenge, the problems and his/her wishes. Ask for improvement suggestions. 3 Try to develop an understanding and empathy for the position of the end user and analyze different perspectives. @dmeusburger
  14. 14. USER OBSERVATION 1 Key Questions • What is the position of the end user? • How does the user interact with the object or within the process? • How does the end user feel about the situation? Resources • User Stories, Interviews, Questionnaires • User Journeys • Octalysis • User Types @dmeusburger
  15. 15. @dmeusburger
  16. 16. POINT OF VIEW (OPTIONAL) 1 Challenges > Combine information and empathy to understand the status quo > Develop awareness Action Steps 1 Analyze the results of the first 2 stages and link the situation to the user. Develop a concise (mental) understanding of the correlations. • • You should be aware about how the problem and connects to business metrics You should understand the view of the user 2 Discuss potential directions, influence points or bottlenecks with coworkers 3 Try to develop an understanding and empathy for the position of the end user and analyze different perspectives. @dmeusburger
  17. 17. POINT OF VIEW (OPTIONAL) 1 Key Questions • How do the challenge and user behavior correlate? • Which behaviors do I want to foster? • How can we / What would improve the current situation of the end user? • Where is the fun in it? (Instead of „How can we make this fun?“) Resources • Octalysis • Gamification Model Canvas (mechanics, dynamics, components, behaviors) @dmeusburger
  18. 18. @dmeusburger
  19. 19. IDEATION 1 Challenges > Brainstorm for playful ideas > Be creative Action Steps 1 Set up a diverse, interdisciplinary team (various professions, cultures, viewpoints) 2 Organize the right environment (physical environment, rules for brainstorming) and promote creativeness 3 Brainstorm and collect all mentions 4 Categorize, combine and prioritize ideas @dmeusburger
  20. 20. IDEATION 1 Key Questions • None, be creative! • What are your ideas? Resources • Brainstorming • Mind mapping • 35 Gamification Mechanics Set • Video examples (for lacks of creativity) @dmeusburger
  21. 21. @dmeusburger
  22. 22. PROTOTYPING 1 Challenges > Create (fast) prototypes, try things out > Be active Action Steps 1 Set up a diverse, interdisciplinary team (various professions, cultures, viewpoints). Maybe split up in subteams. 2 Organize the right environment (physical environment) and various kinds of materials (paper, pencils, post-its, lego, cardboard). 3 Give goals or requirements (e.g. maximum size, material, …) 4 Create prototypes from prioritized ideas @dmeusburger
  23. 23. @dmeusburger
  24. 24. TESTING 1 Challenges > Test prototypes, get user feedback, iterate > Be adaptive Action Steps 1 Raise end user feedback • Multiple rotations possible: Paper-based draft, cardboard modeled draft, computer model, final application prototype 2 Play testing: Watch and analyze the behavior of the players and interview him/her afterwards 3 Establish a measurement system to gain data based on activity and behavior long-term 4 Monitor and improve the system based on quantitative analysis @dmeusburger
  25. 25. TESTING 1 Key Questions • Do we achieve the desired outcome? Why not? • What can we improve? • Do you consider this fun / engaging? • Is the balance of activities, challenges, behavior right? Resources • Surveys, Interviews • A/B Testing • Big Data, Data Analytics (Long term) @dmeusburger
  26. 26. ITERATIVE PROCESS 1 @dmeusburger
  27. 27. ADVANTAGES 1 Integrated Solutions User Proximity User Empathy Opportunity Utilization Power of Rapid Prototyping Collective Expertise Source: http://blogs.sap.com/innovation/innovation/what-is-design-thinking-030869 http://designthinking.ideo.com/?p=409 @dmeusburger
  28. 28. SOURCES 1 Own Sources • Gamification Thinking? Structure Gamification Projects With Design Thinking http://workplayce.blogspot.co.at/2013/09/gamification-thinking-structure.html Resources • • Gartner • http://www.gartner.com/newsroom/id/1844115 • http://www.gartner.com/newsroom/id/1629214 Markets and Markets • http://www.marketsandmarkets.com/Purchase/purchase_report1.asp?id=991 IDEO • • http://designthinking.ideo.com/?p=409 SAP • • http://blogs.sap.com/innovation/innovation/what-is-design-thinking-030869 d.school • • https://dschool.stanford.edu/groups/k12/wiki/17cff/ @dmeusburger
  29. 29. DANIEL MEUSBURGER Feedback, questions, discussions are greatly appreciated Twitter: @dmeusburger Email: daniel.meusburger@outlook.com Blog: workplayce.blogspot.com Original Article: http://workplayce.blogspot.co.at/2013/09/gamification-thinking-structure.html 1 DESIGN THINKING FOR GAMIFICATION
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