Enterprise Gamification Best Practices: What to do, What to expect
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Webinar held live on October 1, 2015 with Karen Hsu and Steve Sims at Badgeville. Watch the webinar on-demand here: https://badgeville.com/enterprise-gamification-best-practices-what-to-do-and-what-to-avoid/
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Enterprise Gamification Best Practices: What to do, What to expect
- 1. Enterprise Gamification What to do, What to Expect
- 2. Introductions Karen Hsu VP, Marketing Steve Sims Chief Design Officer
- 3. Agenda • What to look for in an enterprise ready gamification solution • Design best practices • Promoting desired behavior • Prevent cheating • Business value
- 5. What to Look for in an Enterprise Gamification System Integrates with Multiple Applications Change without Code Performs Intrinsically Motivates Flexibility Adaptability Scalability Longevity Security
- 6. Integrates with Multiple Applications
- 8. Performs at Highest Levels of Scalability and Security
- 9. Performs at Highest Levels of Scalability and Security Badgeville has delivered •1.2B activities •200M rewards and badges •53M members •20K API calls per minute (peak) •1M activities per day per customer (peak)
- 10. Typical Implementation (lasting days / weeks) Badgeville Implementation (lasting years) Intrinsically Motivates for LongevityEngagement
- 11. Best Practice Do’s and Don’ts • Design**** • Build • Promotion • Operation There are 4 main areas where do’s and don’ts can help a gamification program
- 12. Best Practice Do’s and Don’ts • Design**** • Build • Promotion • Operation There are 4 main areas where do’s and don’ts can help a gamification program
- 14. Design: Best Practice Do’s and Don’ts: Scoping the Problem Do’s: Truly understand the Company’s objectives Don’ts: Know what the win looks like* Understand the short and long game Make sure objectives are real and measureable Assume an off the shelf gamification system will just work for your problem.
- 15. Example: Scoping the Problem • More revenue (more visitors for longer) • Increased savings (proactive and compliant employees) • Improved productivity (better informed & engaged employees)
- 16. Example: Scoping the Problem But to be actionable, you need more specific sub-goals. • More revenue • Increased savings • Improved productivity
- 17. For Example, if you own a content community: • Increased content quantity / quality • Better content categorization / quality filtering • Increased consumption of content / time spent in the community But to be actionable, you need more specific sub-goals. • More revenue • Increased savings • Improved productivity Example: Scoping the Problem
- 18. • More revenue • Increased savings • Improved productivity But to be actionable, you need more specific sub-goals. These are translated into measurable KPIs For Example, if you own a content community: • Increased content quantity / quality • Better content categorization / quality filtering • Increased consumption of content / time spent in the community Example: Scoping the Problem
- 19. Design Best Practice Do’s and Don’ts: User Persona’s Do’s: Know Your Users Don’ts: Who is using the system Why they are using/not using it What they are motivated by Why they are going to use it based on your design Assume one size fits all in terms of persona Assume that users will fit perfectly into your persona archetypes. Assume the system is static How they are using the system
- 20. Example User Personas Who is your audience and what do they want? Smart SuccessfulSocially ValuedStructured Different people and roles have different priorities Engineers Office workers Salespeople Call center services
- 22. Design Best Practice Do’s and Don’ts: Behaviors Do’s: Know the four billy goats of behavior Don’ts: Trackability Schedulability Behavior Repeatability Cheatability Assume all behaviors have the same value Assume importance of any behavior is the same for user and business
- 23. EXAMPLE: BEHAVIOR DIMENSIONS Different use cases have different behavioral dimensions Schedulable Cheatable RepeatableTrackable
- 24. Design Best Practice Do’s and Don’ts: Cheating Do’s: Don’ts: Know if it matters to you that people cheat Know how big the problem is Know why people are cheating (what are the rewards for cheating) Know how they cheat Know the effect of the cheating Overreact when you discover people are cheating Punish non-cheaters
- 25. Design Best Practice Do’s and Don’ts: How to Stop Cheating Do’s: Don’ts: Rate Limiting Count Limiting Crowd Sourced verification Reminders for honest behavior Assume that people are/aren’t cheating unless you have evidence data
- 26. Design Best Practice Do’s and Don’ts: How to Stop Cheating There are multiple approaches to limit or stop cheating Rate Limiting Count Limiting
- 28. Design Best Practice Do’s and Don’ts: Approach Do’s: Be thoughtful in your design approach Don’ts: Match your mechanics to the personas and motivations you want to drive Understand the dynamics that will be created Understand the emotions this will invoke and their effect on your users Be sensitive to the experience you are designing in Assume the mechanics and dynamics will be perfect without tuning Assume dynamics will not change Plan only for the short term
- 29. Design Best Practice Do’s and Don’ts: Approach Expertise Levels Skill area status symbols
- 30. Design Best Practice Do’s and Don’ts: Approach Skill Certifications Educational completion in specific subject areas Expertise Levels Skill area status symbols
- 31. Design Best Practice Do’s and Don’ts: Approach Skill Certifications Educational completion in specific subject areas Career Rewards Special stand-out accomplishments Expertise Levels Skill area status symbols
- 32. Design Best Practice Do’s and Don’ts: Approach Skill Certifications Educational completion in specific subject areas Career Rewards Special stand-out accomplishments Levels Site-wide generalized status symbols Expertise Levels Skill area status symbols
- 33. Design Best Practice Do’s and Don’ts: Approach Onboarding Task Lists Guided series of tasks with progress tracking Skill Certifications Educational completion in specific subject areas Career Rewards Special stand-out accomplishments Levels Site-wide generalized status symbols Expertise Levels Skill area status symbols
- 34. Design Best Practice Do’s and Don’ts: Approach Onboarding Task Lists Guided series of tasks with progress tracking Skill Certifications Educational completion in specific subject areas Career Rewards Special stand-out accomplishments Activity Streams Community visualizations for social proofing Levels Site-wide generalized status symbols Expertise Levels Skill area status symbols
- 35. Design Best Practice Do’s and Don’ts: Approach Example: Sales Performance • Group Activity Streams • Personal Activity Stream • Training Certifications • Scheduled Process Goals • Leaderboards • Career Accomplishments • Team Competitions
- 36. Business Value for Customers
- 37. Business Value for Customers Produce Results Improve Engagement & Performance engagement
- 38. Next Steps Meet us in person! • 3rd Annual Gamification Forum - New York - October 6-8 • IABC Southern Region Conference - Denver - October 15-17 • 2020 Workplace Network Meeting - Sunnyvale (LinkedIn) - November 9-11 …And online! www.badgeville.com
- 39. Thank you for watching! If you have any questions please ask them in the chat at this time. marketing@badgeville.com
- 40. Design Best Practice Do’s and Don’ts: Approach Do’s: Understand the context and friction in the system Don’ts: Know how users interact with the experience Easy accessibility: Make sure they can find the experience Make the experience non-intrusive in the workflow Provide tight visual feedback loops Assume you know all the ways that users will find, use and return to your product
Hinweis der Redaktion
- When I first joined I was impressed by the calibre of customers and impact gamification has had on the their business.
- After interviewing customers, prospects and industry experts, I found they were looking for a solution that had these key characteristics-- flexibility, adaptability, scalability, security and longevity. Specifically, they were looking for gamification system that integrates with multiple multiple applications, can be changed without code, performs under massive loads while ensuring data security and intrinsically motivates for long term behavior change. ************* Flexible - can be implemented for different use cases and technologies Adaptable - can be tuned quickly to improve adoption/interaction/response Scalable - in order to handle massive loads needs a battle tested architecture that can take a beating Secure - Enterprise needs to be able to protect PII Powerful - Can discover/determine insights for the program and the company.
- Company have many applications-- CRM, HR, Learning and development– across desktop and mobile environments. These applications are being used by people in many different roles– sales, service, marketing. And these people are using these application for many use cases, ranging from internal use cases such as onboarding and sales performance management to external use cases such as customer engagement. All these use cases require one thing in common– behavior change. Instead of using a different gamification system for every use case, user and application, companies are looing for a gamfication solution that can be used across applications, users, and use cases.
- Given there are so many people, use cases, and applications to support, organizations need a way make changes without having to code those changes. They needed a way to see behavior change through powerful analytics and continue to modify that behavior for long term improvement. As a result, the successful companies wanted a use case based library of best practices so they could accelerate deployments and ensure these deployments are successful. Rather than spend the millions to try, test and learn about the best gamification approaches, these companies are looking for a gamificaiton system has best practices built into the administrative interface for creating rules. In this way users can create and modify rewards for any type of business goal (and use case) without having to code or create requirements for code changes. In a moment, you’ll hear Steve talk about these best practices.
- Given the load on organizations today and the security threats we all face, companies are looking for a gamification solution that performs at the highest level of securitiy. This includes Soc2, Type 2 compliance. This means a company’s security practices; policies, procedures and operations meet the SOC 2 Type 2 standards for security, availability, and confidentiality.
- It also means being able to support millions of activities per day and thousands of API calls per minute.
- Finally, companies were looking for a long-term strategy that not only changes behavior but also recognizes people for their successes. They are not looking for a simple game that only the sales team uses for a few weeks. They’re looking for a solution that engages different types of people (with different motivations) to change behavior over time. And the people engaging with these companies want to be recognized, validated, and accredited for their unique skills and accomplishments.
- Truly understand the Company’s objectives Make sure objectives are real Know what the win looks like Note win could be getting insight as well as lift) Make the objectives measurable - Real behaviors and real KPI's Note: Decide if you are going for real ROI, Soft ROI etc.). Make sure the ROI’s are aligned with management and everyone else in the org. Understand the short and long game (Note: your current project isn’t your only project, these things change over time, the expand )? Don'ts: Assume an off the shelf gamification system will just work for problem. (not matched to the problem, not tuned to your needs, may not be adjustable over time).
- Truly understand the Company’s objectives Make sure objectives are real Know what the win looks like Note win could be getting insight as well as lift) Make the objectives measurable - Real behaviors and real KPI's Note: Decide if you are going for real ROI, Soft ROI etc.). Make sure the ROI’s are aligned with management and everyone else in the org. Understand the short and long game (Note: your current project isn’t your only project, these things change over time, the expand )? Don'ts: Assume an off the shelf gamification system will just work for problem. (not matched to the problem, not tuned to your needs, may not be adjustable over time).
- Do’s: Know the four billy goats of behavior Trackability – can you track the behavior in your system ? Schedulability - is this a behavior that can be scheduled ? Repeatability – is this behavior or repeatable ? Cheatability - can someone cheat using this behavior? Don’t Ignore the 4 Billy goats of behavior - Tracking That Matter Have access to Repeating - Need to understand the types of behaviors 1 - time (on boarding or event based) Frequent Cadence Scheduling Concept of Temporal or time windows Cheating First Question - Does it matter (if you get adoption, do you care). Does it matter - usually credibility or losing money…..
- How big is the problem? 300k people • How many cheaters? 2 or 3 digits • Where are the cheaters? India analysts, philiphines What are the rewards for cheating? • Points • Real prizes are vetted, so not that • Not even part of formal review process How do cheaters cheat? • Creating fake content/comments • Random hash tags • Get friends to help them What’s the effect? how does this effect other users? • What’s the visibility? - All events go into shared public stream
- How big is the problem? 300k people • How many cheaters? 2 or 3 digits • Where are the cheaters? India analysts, philiphines What are the rewards for cheating? • Points • Real prizes are vetted, so not that • Not even part of formal review process How do cheaters cheat? • Creating fake content/comments • Random hash tags • Get friends to help them What’s the effect? how does this effect other users? • What’s the visibility? - All events go into shared public stream
- How big is the problem? 300k people • How many cheaters? 2 or 3 digits • Where are the cheaters? India analysts, philiphines What are the rewards for cheating? • Points • Real prizes are vetted, so not that • Not even part of formal review process How do cheaters cheat? • Creating fake content/comments • Random hash tags • Get friends to help them What’s the effect? how does this effect other users? • What’s the visibility? - All events go into shared public stream
- Do’s: Be thoughtful in your approach Match your mechanics to the personas and motivations you want to drive Understand the dynamics that will being created. Understand the emotions this will invoke and their effect on your users Be sensitive to the experience, is your design native vs. bolt on or can you not implement your program in the workflow (spearate experience). Is the frequency of interaction in real time or daily. Is there a theme narrative to consider or have you established one? Don’ts: Assume a generic approach will just work, that the dynamics and emotions are going to match exactly to your objective. Don’t assume the mechanics will be perfect without tuning. Different use cases require different dynamics….. Plan only for the short term
- Customer engagement and collaboration
- Possible Key Messages/Themes for 2015-2016 True Gamified SaaS – When one generally thinks of SAAS Businesses, they think of turnkey cloud based business that can be stood up by themselves. While Enterprise gamfication is tightly integrated into a variety of platforms (Jive, lithium, Sharepoint etc.) the inability to set up an independent feedback loops with consumer hampers Badgeville’s ability to be truly successful as a platform. To stay in and win the game badgeville needs to be able to Identify the right use cases Sell in successfully in the land scenario Stand up and deploy the solution quickly Analyze iterate and improve program to show value. This means templated approaches for specific use cases. Each use case has a number of features that it can draw up in the configuration phase. With preliminary track mission reward structures and initial behavioral models. During the next year the initial use cases will be launched to determine best areas to go after, tune Badgeville’s roll out processes etc. Expand Key Accounts – push towards enterprise licenses – Enough Said. We are moving more to helping Andy advance deals, and expanding key deals at Large strategic customers like USAA and Walmart. Analytics 2.0 – moving our analytics to the next level. Not using… ************************************************* Find the Sweet Spot – Given that gamification has so many possible applications, it is easy to loose focus and go to wide. During this next year, strategically it will be critical for Badgeville to find Repeatable, easy to deploy solutions based on a given use case and technology. Preliminary research (based anecdotally on past success includes: Learning/On Boarding 3rd Party Sales Training Compliance (Patient or Safety) Previous places Badgeville has gone after Community, Sales Performance, Service Desk, Should be re-evaluated on both tech and use case during the year based on competitive and market forces. This includes: Good Enough/Native Solutions Obfuscated marketing/Sales messages/ noise
- Understand the friction in the system Undersatnd that Friction can be more important than motivation in terms of program success The program Easy accessibility: Make sure they can find the experience - Want on the way not in the way Make the experience non-intrusive in the workflow Provide tight visual feedback loops. Remember - Technology, user experience and interaction all matter for program effectiveness