Gamification promises a new, data-driven take at a science of design: establishing what design features cause what psychological and behavioural effects. But to realise this promise, it needs theory.
9. some better questions
What active substance in what dosage affects what
condition under what circumstances? How?
Do 500 mg of orally administered acetylsalicylic acid
affect migraine in adult chronic migraine patients?
How?
Do publicly displayed achievements linked to
publicly known as hard-to-attain goals support goal-
setting in achievement-oriented individuals? How?
11. what is theory? (a quick refresh)
A theory is a set of statements
expressing a nomological network
of constructs and their relations. It
is tied to observable phenomena
through operationalisations.
Whitney, Kite & Adams, 2013; Cronbah & Meehl, 1955
12. why theory? (a quick refresh)
Whitney, Kite & Adams, 2013
• Allows to describe, explain,
predict, and control reality
• Allows to systematically organise
and extend knowledge
16. the current basic mediation model
design
element 2
magic
motivation! behaviour
design
element 1
design
element 3
e.g. Hamari, Koivisto & Sarsa, 2014
21. the state of gamification theory
“… a certain Chinese encyclopaedia entitled
‘Celestial Empire of benevolent Knowledge’.
In its remote pages it is written that the
animals are divided into: (a) belonging to the
emperor, (b) embalmed, (c) tame, (d) sucking
pigs (e) sirens, (f) fabulous, (g) stray dogs, (h)
included in the present classification, (i)
frenzied, (j) innumerable, (k) drawn with a
very fine camelhair brush, (l) et cetera, (m)
having just broken the water pitcher, (n) that
from a long way off look like flies.”
issue
#1
we have chinese encyclopaedias
32. johnmarshall reeve
»Motivation’s new paradigm is one in
which behavior is energized and directed
not by a single grand cause but, instead,
by a multitude of multilevel and coacting
influences.«
understanding motivation & emotion (2009: 45)
54. points badges leaderboards
Tracking, Feedback Goals, surprise Competition
we focus on features …
when we should look at how features in relation
to dispositions afford motivational functions
58. motivational affordance
The complex of necessary and sufficient
relations of actor dispositions and
environment features that render an
action or event functionally significant for
a specific motive
Deterding, under review
68. But to know what to test &
how to automate, you need …
theory
69. »Online hypothesis testing can accelerate both
applied and basic Interaction Design Science by
making it fast and easy to obtain ecologically-
valid measures of the effects of designs on user
behavior. Online controlled experiments can help
build practical, generalizable, and scientifically-
validated theories of how and why designs affect
human interactions.«
derek Lomas
optimizing motivation and learning with large-
scale game design experiments (2014: 7)
96. we can be at the forefront of design evolution …
97. … if we loop research into the world’s largest
design lab that is running every day.
Data, suggestions
Designs/tweaks
Theories,
formalisations,
indicators
Data,
indicators
researcher
designeruser
Adapted content &
interface
Experience &
behaviour data
data/ai