Kingdom Our holy grail for better services! Abstract: In this session we will share our vision on the use of gamification in service design processes. Serious play is an effective way of engaging people for change and designing in complex structures. We have done extensive research on the topic and will share our insights in an interactive session. We’ll also demo a card game (Kingdom!) that we developed for running service strategy workshops. We’ll share the story how we evolved from early prototypes to the exciting product we have today. Innovation: A versatile card game that combines the strengths of play, the power of co-creation and the immersion of storytelling to innovate services and boost engagement of the ones involved. See: www.kingdomcards.be

1. vKingdom:
Gamification in Service Design
Dave Van De Maele & Stina Vanhoof
| Knight Moves

2. KNIGHT MOVESKNIGHT MOVES
S E R V I C E D E S I G N

3. G A M I F I C A T I O N
SERVICE DESIGN
in

4. GHENT
(…That’s in Belgium)

6. SERVICE DESIGN
we love

7. Service Design takes the principles of good design and applies them to the
structure of an organisation to improve the experience of customers.

8. Front Stage
Customers

9. Back Stage

14. www.servicedesignpodcast.com
#SDpodcaster

15. NEW CHALLENGES

16. TRANSFORMATION
digital

17. EXPECTATIONS
customer

18. PARTICIPATION
active

19. Of society…
RESPONSIBILITY
ethical

20. GAMIFICATION?
so, eh…

21. Gamification is the concept of applying game-design thinking
to non-game applications to make them more fun and engaging.

22. The Magic Circle The Real World
SCORING A GOAL! KICKING A BALL INTO A NET

23. GAMIFICATION & SERVICE DESIGN
a match made in heaven

24. GAMIFICATION SERVICE DESIGN
• Data for insights • Research for insights
• Psychology of player motivation • Psychology of customer motivation
• Player journey • Customer journey
• Motivate people to do extraordinary things • Motivate people to change organisations
• Tailored for big, complex systems • Tailored for big, complex systems

25. DESIGNING THE GAME

26. ENERGY
increase

27. Slide van boardroom meeting.

29. TRUST
build

30. SELF
ACTUALISATION
achieving one’s full
potential, including creative
activities
SAFETY
PHYSIOLOGICAL NEEDS
food, water, warmth, rest
security, safety
BELONGING & LOVE
intimate relationships , friends
ESTEEM
prestige, accomplishment
Self-Fulfilment
Psychological Needs
Basic Needs

31. TIME
save

32. P L A T O
You can learn more about a person in an hour of play
than you can find from a lifetime of conversation“

33. RESULTS
better

34. “S I D M E I E R
A game is a series of meaningful choices

35. KINGDOM STORY

36. THE BEGINNING
A quick first version to help us understand the complex structure of
stakeholders and the relationships between them.

40. IMPROVING
Amplifying the early version to learn how musicians interact
and highlight business opportunities for a software startup.

44. Workshop Output Digital Deliverable

48. MAIN LEARNING

49. STORYTELLING
the power of

50. Foto van kinderen met lego

52. INTERPRETATION
freedom of

53. • Communication
• Social Media
• PR
• Attention
• Sound

54. • Technology
• Collaboration
• Embedded Technology
• Settings
• CRM System

55. • Ear
• Sound
• User research
• Press
• Steak

56. DETAILING
the right amount of

59. LANGUAGE
shared

60. “G O V E R N M E N T S T A K E H O L D E R
You need a C61 from the RVA for WSE

61. ?!

62. L E A R N I N G S
the power of
STORYTELLING
freedom of
INTERPRETATION
shared
LANGUAGE

63. THE RESULT

66. EXCERCISES
unlimited

67. STORYTELLING
immersive

68. ILLUSTRATIONS
authentic

69. COLOUR CODE
category

70. TRIED & TESTED
(120 cards)

75. DEMO TIME
enough talk

76. YOUR HOTEL EXPERIENCE

77. MAP YOUR HOTEL EXPERIENCE
Step 1: Which people are involved?

78. MAP YOUR HOTEL EXPERIENCE
Step 2: Which touchpoints are involved?

79. MAP YOUR HOTEL EXPERIENCE
Step 3: How do they relate?

80. MAP YOUR HOTEL EXPERIENCE
Step 4: Points of improvement

81. ULTIMATE
HOTEL EXPERIENCE

82. YOUR ULTIMATE HOTEL EXPERIENCE
Step 1: Personal mission

83. YOUR ULTIMATE HOTEL EXPERIENCE
Step 2: Shared mission

84. COOKING ?
what’s

85. ( prototype )

87. App Features
CLEAN DESIGN
QUICK CAPTURE
TEAM MANAGER
LIVE ANNOTATIONS
EXPORT & SHARE
…

88. www.kingdomcards.be
€39
ACQUIRE KINGDOM TODAY!

89. THANK YOU !
W W W . K N I G H T M O V E S . B E

90. stina@knightmoves.be
dave@knightmoves.be
www.knightmoves.be
@stinavanhoof @davevandemaele @knightmoves111
Stina Vanhoof
Service Designer
Knight Moves
Dave Van De Maele
Managing partner
Knight Moves