When enterprisegamificationworkshcii13

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Erika Webb

When Gamification in enterprise works, plus warnings

Technology Business

Copyright © 2013, Oracle and/or its affiliates. All rights reserved.

Copyright © 2013, Oracle and/or its affiliates. All rights reserved.Copyright © 2013, Oracle and/or its affiliates. All rights reserved.

Fun from games arises out of mastery.
It arises out of comprehension.
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.
It arises out of comprehension.
It is the act of solving puzzles that makes
games fun.
Rafe Koster, A Theory of Fun for Game Design

Principle #1: Games involve SMART goals—they are
Specific, Measurable, Actionable, Realistic and Timed
short- and long-term
› Short-term: I am level 1 and want to get to level 2
› Long-term: Level 15!
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.
› Long-term: Level 15!

Principle #2: The available actions to achieve our goals
are made explicit – and prepackaged so that we can
directly execute them.
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.

Principle #3: The relation between the available actions
and choices and our goals are clear. It is uncertain
whether we succeed in performing the action but we
know what success looks like.
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.

Principle #4: Our current status is absolutely clear.
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.

Principle #5: Games give instant, unambiguous,
excessively strong positive (and negative) feedback.
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.

Principle #6: The challenges we face, the goals we
strive for get a little more difficult with each step.
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.

Principle #7: Games create social comparison to
facilitate both social learning and motivate competition.
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.

SMART goals
Actions and choices are easy to see
Clear relationship between actions/choices and goals
Games have…
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.
Current status is obvious
Lots of feedback
Increasing challenges for growing skills
Social comparison
Can’t go wrong! Right?

Games are about
› Emotion
› Intensity
› Duration
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.
› Duration
But Work is about
› Tasks
› Efficiency
› Speed
/

Only some of the time will game goals and
work goals line up so that everything is
pulling the same way
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.
tug-o-war.asn.au/

Define what business goals could be
enhanced by gamification.
Why do you want to gamify it?
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.
Why do you want to gamify it?
› Will it improve the productivity?
› Will it make the task more interesting?
› Will it improve engagement?

Define how you can use gamification to drive
user behavior to meet these goals.
› What part of your product do you want to
gamify?
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.
gamify?
› Select areas where you can measure outcomes.
› Anticipate of unintended outcomes.

Purpose
Mastery
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.
Mastery
Progress
Autonomy

A description of a fictional person representing a user
segment of the software you are developing.
› The description should be as grounded in reality as possible.
Personas can
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.
› Help you figure out which design alternative your target user is
most likely to prefer
› Help set the priorities for features under consideration
(needs/nice to have)
› What will engage a user
› What will offend or cause distrust

Review your business goals and your
persona.
What would motivate that user?
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.
› Outgoing competitive types may want to see how
they compare to others
› Introverted quiet types might be turned off by the
same mechanics

Feedback
› Can you show it to your target audience?
› Can you show it to someone close to your target?
› Be willing to change your approach
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.
› Be willing to change your approach
Start with paper prototypes or rough wireframes before you
develop
Metrics
› Did you change in the behavior of the users?
› Have you increased/decreased your business goal?

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When enterprisegamificationworkshcii13

3. Fun from games arises out of mastery. It arises out of comprehension. Copyright © 2013, Oracle and/or its affiliates. All rights reserved. It arises out of comprehension. It is the act of solving puzzles that makes games fun. Rafe Koster, A Theory of Fun for Game Design

6. Principle #1: Games involve SMART goals—they are Specific, Measurable, Actionable, Realistic and Timed short- and long-term › Short-term: I am level 1 and want to get to level 2 › Long-term: Level 15! Copyright © 2013, Oracle and/or its affiliates. All rights reserved. › Long-term: Level 15!

7. Principle #2: The available actions to achieve our goals are made explicit – and prepackaged so that we can directly execute them. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.

8. Principle #3: The relation between the available actions and choices and our goals are clear. It is uncertain whether we succeed in performing the action but we know what success looks like. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.

13. SMART goals Actions and choices are easy to see Clear relationship between actions/choices and goals Games have… Copyright © 2013, Oracle and/or its affiliates. All rights reserved. Current status is obvious Lots of feedback Increasing challenges for growing skills Social comparison Can’t go wrong! Right?

16. Define what business goals could be enhanced by gamification. Why do you want to gamify it? Copyright © 2013, Oracle and/or its affiliates. All rights reserved. Why do you want to gamify it? › Will it improve the productivity? › Will it make the task more interesting? › Will it improve engagement?

17. Define how you can use gamification to drive user behavior to meet these goals. › What part of your product do you want to gamify? Copyright © 2013, Oracle and/or its affiliates. All rights reserved. gamify? › Select areas where you can measure outcomes. › Anticipate of unintended outcomes.

19. Understand what motivates your user › DON’T just blindly slap points and badges onto interactions that have no meaning for the user. Ways to understand your user and their Copyright © 2013, Oracle and/or its affiliates. All rights reserved. Ways to understand your user and their motivations › User Profile › Personas

21. A description of a fictional person representing a user segment of the software you are developing. › The description should be as grounded in reality as possible. Personas can Copyright © 2013, Oracle and/or its affiliates. All rights reserved. › Help you figure out which design alternative your target user is most likely to prefer › Help set the priorities for features under consideration (needs/nice to have) › What will engage a user › What will offend or cause distrust

22. Review your business goals and your persona. What would motivate that user? Copyright © 2013, Oracle and/or its affiliates. All rights reserved. › Outgoing competitive types may want to see how they compare to others › Introverted quiet types might be turned off by the same mechanics

23. Feedback › Can you show it to your target audience? › Can you show it to someone close to your target? › Be willing to change your approach Copyright © 2013, Oracle and/or its affiliates. All rights reserved. › Be willing to change your approach Start with paper prototypes or rough wireframes before you develop Metrics › Did you change in the behavior of the users? › Have you increased/decreased your business goal?

When enterprisegamificationworkshcii13

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