Gamification, From theory to realtity - Kristoffer Frang

BOOST YOUR CORPORATE
ENGINE WITH

GAMIFICATION
FROM THEORY
TO REALITY
Kristoffer Frang
Business Developer
kristoffer.frang@bizpartengage.com
+46 46 272 55 06
@kristofferfrang

www.bizpartengage.com
info@bizpartengage.com
+46 46 32 05 85
@bizpart

DEFINING THE PROBLEM

DESIGNING AN ENGAGING EXPERIENCE

BEHAVIOR AND BUSINESS VALUE

GAMIFICATION IN PRACTICE


DEFINING THE PROBLEM

CAUTION!
ENGAGEMENT

CRIZIS AHEAD!

PLUMMETING EMPLOYEE ENGAGEMENT
1%
38%

22%
33%

19%
45%

61%
Focus on Encourage
Employee Strengths

51%

Focus on Improving
Employee Weaknesses

40%

30%

58%

2%
Ignored Employees

%

Actively Disengaged

(US companies)


% Not Engaged

% Engaged

Source: http://www.gallup.com/strategicconsulting/163007/state-american-workplace.aspx


THE ZOMBIE THREAT


COST: $550 BILLION ANNUALY

(US companies)


THE ZOMBIE THREAT

Source: http://www.gallup.com/strategicconsulting/163007/state-american-workplace.aspx


ENGAGEMENT IN HR’S PERSPECTIVE
69 % think that low engagement is a problem

96 % think that is imporant or very important to
address the low enagement

41 % of organizations address employee
engagement directly

The most important elements to improve engagement is believed to be:
- Communicate clear expectations
- Listen to employees’ opinions
- Give recognition
Source: http://www.psychometrics.com/docs/engagement_study.pdf




DESIGNING
AN

ENGAGING

EXPERIENCE

UNDERSTANDING
MOTIVATION


UNDERSTANDING
STRUCTURE


UNDERSTANDING MOTIVATION
MOTIVATION ACCORDING TO
STEVEN REISS, Ph.D

Started out with 400 thinkable goals

Collected survey data

Factor analysis

16 BASIC HUMAN MOTIVATORS


SENSE OF ACHIEVEMENT

CURIOSITY

ROMANCE

FAMILY

IDEALISM

SOCIAILIZING

REVENGE

HONOR

STATUS



MOTIVATION ANALYSIS


(REAL DATA)


1.

IDENTIFY KEY INTRINSIC
MOTIVATORS FOR YOUR
AUDIANCE



ENGAGEMENT LOOP

SHORT TERM
ENGAGEMENT

EFFORT

FEEDBACK


STRUCTURE


PROGRESSION LOOP
Do the
tutorial

LONG-TERM
ENGAGEMENT

Explore
Find a great
a cave Boss fight! Level up
team

SLAY THE
DRAGON

SKILL

STRENGTH
OVERALL PROGRESS


PROGRESSION LOOP
?

Introductio
n

Join Team
A

Discover
the
intraweb

?

?

Commit to
project A

Continue
Project A

?

Training

Internal
Project

?

Start
competence
group

?


Start
competence
group

?

?

?

PROMOTION

EMPLOYMENT

?

Initiate
workshops


PROGRESSION LOOP

GOAL
Successful gamification combines long- and short-term loops
according to the goals and behavior that one seek.


2.

DEFINE A SUTIBLE
STRUCTURE BY COMBINING
LONG- AND SHORT-TERM
ENGAGEMENT LOOPS



BEHAVIOR BUSINESS VALUE

CHANGING
BEHAVIOR
TO GAIN

BUSINESS VALUE

BJ. FOGG’S BEHAVIOR MODEL

ABILITY

MOTIVATION

The amount of effort
and/or resources you
have to put in to do
certain behavior

The willingess to do
certain behavior


TRIGGER
Something that trigger
the behavior.



motivation

motivating
behaviour

triggers
succeed here

triggers
fail here

boring
behaviour
difficult
behaviour


ability

simple
behaviour


GAMIFICATION VS. SOCIAL MEDIA
motivating
behaviour

motivation

Keeping a large
social network

boring
behaviour
difficult
behaviour


ability

simple
behaviour



motivation

motivating
behaviour

boring
behaviour

TRADITIONAL IT-SYSTEMS
difficult
behaviour


ability

simple
behaviour



GAMIFICATION

motivating
behaviour

motivation

Email reminder
Easy to invite

Climb the
leaderboard

boring
behaviour
difficult
behaviour


ability

simple
behaviour



“Well designed games are able to solve
complementary (and relatively much harder)
problems than social networks do. If used
properly, gamification is able to drive long term
engagement and persistent actions reliably.”
– Michael Wu (Stanford University)



3.

ANALYZE WHAT’S
PREVENTING TARGET
BEHAVIOR AND DESIGN TO
TARGET THE MOST
EFFECTIVE ELEMENTS



1.

IDENTIFY KEY INTRINSIC MOTIVATORS FOR YOUR
AUDIANCE

2.

3.

DEFINE A SUTIBLE STRUCTURE BY
COMBINING LONG- AND SHORT-TERM
ENGAGEMENT LOOPS

ANALYZE WHAT’S PREVENTING TARGET
BEHAVIOR AND DESIGN TO AFFECT THE MOST
EFFECTIVE FACTORS



GAMIFICATION IN PRACTICE

GAMIFICATION
IN

PRACTICE

CHALLENGE
CONSULTANCY
COMPANY

Motivate consultants to commit to personal
development and career progress.

SOLUTION
Motivators: Curiosity, Power, Honor

GOAL

Structure: Focus on progression
loops. Engagement loops in initial
phase.
Behavior: Ability already relative high;
main focus on motivation.


CHALLENGE
CONSULTANCY
COMPANY

Motivate consultants to commit to personal
development and career progress.

SOLUTION
Initial phase mechanics:
• Incentivized forum and profile for internal awareness.
• Incentivized follow-up routines.
• Leaderboards.
• Points.
Continuous mechanics:
• Show long-term professional progress.
• Goal setting and achievements.
• Illustrate personal development relative to the organization’s.


CHALLENGE
RETAIL
COMPANY

Motivate external sales staff to take engage in
online-courses and information.

SOLUTION
Motivators: Saving, Curiosity,
Competiveness (revenge)
GOAL

Structure: Exernal staff; focus on
engagement loops.

Behavior: Focus on ability and motivation



CHALLENGE
RETAIL
COMPANY

Motivate external sales staff to take engage in
online-courses and information.

SOLUTION
Mechanics:
• E-Learning.
• Interactive blog.
• Points for every action.
• Reward-shop.
• Event access.
• Leaderboards.
• Push activity.


EXCITING FUTURE AHEAD
• More data –> More engagement

• User Engagement Index
• Gamification in bigger scopes



THANK YOU!

Kristoffer Frang
Business Developer
kristoffer.frang@bizpartengage.com
+46 46 272 55 06
@kristofferfrang

+46 46 32 05 85
@bizpart

Gamification, From theory to realtity - Kristoffer Frang

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