Gamification in Mobile from HCII 2013

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The Business Love Triangle- Smartphones,
Gamification, and Social Collaboration
Michele Snyder, Sr. Principal Usability Engineer Mobile User Experience
Lynn Rampoldi-Hnilo, Director of Mobile User Experience

2. Program Agenda
• Gamification Meets Business
• The Smartphone – A Gamification Match
• 5 Mobile Gamification Design Principles
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3. What is Gamification?
Gamification goes
beyond just making
applications fun; it
consists of using game
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consists of using game
techniques and
elements in non-game
contexts

4. A Rising Market
• 62% Consumer
Apps
• 38% Enterprise
Apps
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5. Benefits of Gamification in the Work Place
• Increase user engagement
• Influence user behavior
• Boost user adoption and loyalty
• Increase ROI
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• Energize employees
• Drive performance
• Identify leaders
• Motivate teams

6. Going Beyond Desktop – The 24/7 Game
• Many enterprise companies
start with mobile platforms when
gamifying applications
• Gamification should extend
across platforms and motivate
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across platforms and motivate
workers wherever they are

7. Social Networking – The Communication Game
•Social networking is important for those in the
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•Social networking is important for those in the
field to keep up with what is going on
•One-stop-shop for all sources of information
•Becoming a normal form of communication “People are more likely to respond
on Facebook than to phone calls.”
– Magazine Editor, Sweden

8. The Mobile Worker
• Everyone is a mobile worker today
• Need to keep business moving
– Monitor progress
– Know what is coming up next
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– Know what is coming up next
– Give updates and enter new information
– Perform necessary actions
• Almost all workers have their own
personal mobile device

9. Smartphone Characteristics- A gamification match
• Intimate connection with personal device
• Time sensitive devices
• Optimized for rich graphical information
• Real time
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10. 80% of current gamified applications will not meet their
intended business objectives due to bad design.
“The focus is on the obvious game mechanics, such as points,
badges and leader boards, rather than the more subtle and more
important game design elements, such as balancing competition
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important game design elements, such as balancing competition
and collaboration, or defining a meaningful game economy.”
Brian Burke
Research Vice President, Gartner

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12. Principle # 1- Pick One motivational factor
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13. Principle # 2-Include analytics that compliment
the business goal you are gamifying
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14. Principle # 3- Keep it simple
Mobile Expense
95%
On Time Saving
You’re on it!
48%
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15. Principle # 4- Incorporate collaboration and
social elements
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Teochew

16. Principle #5-Leverage mobile device
capabilities as part of the gamification strategy
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