Do you need to lose weight? Are you interested in helping people get fitter? Reducing the cost of healthcare to the over weight? The current market has some great tools, but are missing a key audience. With some #gamification adaptions this could be a powerful strategy to help motivate people to change. This presentation looks at existing fitness wearables and explores what would need to change to help engage the Obesity market, a market that many seem to be ignoring. The hareware is there, the "rewards" and celebration (or game) elements are for the wrong people!

1. Gamification Project
Mike Morrison
Director RapidBI

2. By 2013 they were a $238m market
around the world, with products by
Fitbit, Nike and Jawbone
accounting for 97% of all
smartphone-enabled tracker sales
Great… but… right tool…
wrong audience
The real audience are in a different starting place

3. CHANGE THE MARKET & PUT 2 ZEROS
ON THE SIZE OF THE MARKET!

4. They come in many designs and are
developing all the time
Photo AP Telegraph.co.uk

5. Most ”active” users of wearables are
like this

6. This is the market that needs the tools
and engagement

7. Billions of $$$$$$

8. Gamification techniques can make all
the difference.
Reward small steps, encourage
additional commitment.
Celebrate small successes

9. • Fit people do not need “toys”
• Obese people need tools
• Obese people need small steps, they often cannot
aspire to ultra slim bodies.. at least not realistically
• The market does not currently have a product for the
healthcare market
• Thousands of people are dying or getting ill due to
obesity every year – they need tools to help them
• Community Gamification can work to reduce this
problem

10. Solution 1
• Have clinics run AA style ”events” or
appointments where metrics are measured

11. Solution 2 use existing tech
• Encourage use of Nike or fitbit tools and
platforms

12. Solution 3
Simple rewards and progress
• Celebrate taking action –
commiting to a program
• Wear a tracker an monitor
base levels - celebrate
• Take photos of all food -
celebrate
• Weigh yourself – celebrate
the act not outcome
• Measure yourself -
celebrate the act not
outcome
• Celebrate the start of a
journey One ”step” at a time

13. Solution 3 cont…
build on existing technology with
specifics for this market
• Add activity tracking
• Inactivity alerts
• Rewards to hitting target
& exceeding targets
• Give people the choice to
do it privately or share
with public or private
groups
• Get suppliers to sponsor
rewards at key points

14. Simple rewards and progress - cont
• Set a goal to increase
daily activity
• Celebrate that increase
• Provide triggers when
periods of inactivity are
detected
• Reward progress of all
forms
Reward progress,
recognise achievement

15. The changes needed are not difficult
– but seem to be off the radar of the
”ultra fitness” tools and
manufacturers

16. It can be done if we align motivation
and incentives using game design
mechanics
Reducing healthcare costs for all of us

17. This was a project for the Gamification Level 2 certificate
Mike Morrison - Director RapidBI
APPLICATION OF LEARNING TO A
SOCIAL PROBLEM