eBay Strategy Dashboard for the Octalysis Design Challenge 2018

1. Gamification Design
Strategy Dashboard

2. Octalysis
Avoidance
Ownership
Empowerment
Meaning
Unpredictability
Accomplishment
Scarcity
Social
Influence
-Narrative
-Elitism
-Humanity Hero
-Beginners Luck
-Free Lunch
-Chosen One
-Points
-Badges
-Fixed Action Rewards
-Leaderboard
-Progress Bar
-Quest Lists
-Win Prize
-High-Five
-Crowning
-LevelUp Symphony
-Aura Effect
-Juicy Feedback
-Boss Fights
-Milestone Unlock
-General’s Carrot
-Real-Time Control
-Chain Combos
-Instant feedback
-Boosters
-Blank Fills
-Step-by-Step Tutorial
-Virtual Goods
-Build from Scratch
-Collection Set
-Dangling
-Earned Lunch
-Learning Curve
-Protection
-Recruitment
-Monitoring
-Avatar
-Bragging
-Must Marketing
-Thank-You Economy
-Mentorship
-Social Prod
-Friend Invites
-Social Treasure/Gifting
-Envy
-Group Quest
-Touting
-Appointment Dynamics
-Fixed Intervals
-Prize Pacing
-Options Pacing
-Patient Feedback
-Count Down
-Throttles
-Moats
-Glowing Choice
-MiniQuests
-Visual Storytelling
-Easter Eggs
-Random Rewards
-Sudden Tips
-Rolling Rewards
-Mischief
-Sudden Rewards
-Suspense
-Sunk-Cost Tragedy
-Lost Progress
-Guilting
-Grounded
-Scarlet Letter
-Visual Grave
-Weep Tune

3. 1.Define Strategy Dashboard
2.Octalysis Brainstorming
3.PE (Power/Ease) Feature List
4.Battleplan Spreadsheet
5.Concept Wireframes/Storyboarding
5 Steps
In Octalysis Design

4. Strategy Dashboard

5. Octalysis Strategy Dashboard
BUSINESS
METRICS
WIN-STATE
PLAYER
DESIRED
ACTIONSCOMMITS
RESULTS
IM
PACT
FEEDBACK
MECHANICS
PROGRESS
TRACKS
EMBEDDED
TRIGGERS
REWARDS

6. Business Metrics

7. Business Metrics -> Game Objectives
TIER 1
TIER 2
1. Weekly Active Users
2. Monthly Revenue per User
3. New Sign Ups/new users
1. Referrals / Sharing
2. User becoming sellers
3. User Generated Ideas

8. Octalysis Strategy Dashboard
BUSINESS
METRICS

9. Define Users

10. Users -> Players
Demographics
Psychographics
•
1.

11. Users -> Players
Demographics
Psychographics
•
2.

12. Avoidance
Ownership
Empowerment
Meaning
Unpredictability
Accomplishment
Scarcity
Social
Influence
Wants to do something epic and BIG in a fantasy way!!
Cares less about real-life CD1
Validation from caregivers/
teachers
Want attention from grownups
Like to spend time with peers
Learning about “Not Just Me”
Feeling competent
Win-State = feeling self-efficacy Loves
achievement symbols (like stickers)
Compliments attached to the
reasoning/trigger
Always asking WHY. Innately curious.
Already flustered with so much
unpredictability
Likes the same games/movies over and
over
Roleplaying
Wants to quickly get to DOING
Categorizing the world and
developing associative thinking
Imaginative Minds
Cherish the few things they feel
like they uniquely OWN
Creates security (blanket,
teddybear)
Mostly about ME ME ME!
Growing their own plant/fruit/
sprouts/snap peas (build from
scratch)
Build sentimentalism through
routine
Social Norming and
mimicking due to constant
uncertainty
Dangled Rewards
Can only do this ONCE.
Eat 3 carrots only
Single special person for a
day with certain duties
Avoid getting in trouble
Dislike being pushed into activities
Afraid of being unaccepted by friends
Avoid losing sense of security
SAM
PLE
PLEASE
ADJUST

13. Octalysis Strategy Dashboard
BUSINESS
METRICS
PLAYER

14. Octalysis Strategy Dashboard
BUSINESS
METRICS
PLAYER
?

15. Define Desired Actions

16. Desired Actions -> Win-State
Discovery Phase
• …

17. Desired Actions -> Win-State
Onboarding Phase
• …

18. Desired Actions -> Win-State
Scaffolding Phase
• …

19. • …
Desired Actions -> Win-State
End Game Phase

20. Octalysis Strategy Dashboard
BUSINESS
METRICS
WIN-STATE
PLAYER
DESIRED
ACTIONSCOMMITS
RESULTS
IM
PACT

21. Define Feedback Mechanics

22. Feedback Vehicles
• …

23. Feedback Mechanics => Triggers
• …

24. Octalysis Strategy Dashboard
BUSINESS
METRICS
WIN-STATE
PLAYER
DESIRED
ACTIONSCOMMITS
RESULTS
IM
PACT
FEEDBACK
MECHANICS
TRACKS
TRIGGERS

25. Define Incentives

26. SAPS (Zichermann)

27. Reward Context

28. • …
Incentives-> Rewards

29. Octalysis Strategy Dashboard
BUSINESS
METRICS
WIN-STATE
PLAYER
DESIRED
ACTIONSCOMMITS
RESULTS
IM
PACT
FEEDBACK
MECHANICS
PROGRESS
TRACKS
EMBEDDED
TRIGGERS
REWARDS

30. Feature Brainstorm

31. Phase 1: Discovery

32. Avoidance
Ownership
Em
powerm
ent
Meaning
U
npredictability
Accom
plishm
ent
Scarcity
Social
Influence
CD1
CD2
CD6 CD7
CD8
CD4 CD5
CD3
A) -
B) -
C)-
Discovery

33. Phase 2: Onboarding

34. Avoidance
Ownership
Em
powerm
ent
Meaning
U
npredictability
Accom
plishm
ent
Scarcity
Social
Influence
CD1
CD2
CD6 CD7
CD8
CD4 CD5
CD3
A) -
B) -
C)-
Onboarding

35. Phase 3: Scaffolding

36. Avoidance
Ownership
Em
powerm
ent
Meaning
U
npredictability
Accom
plishm
ent
Scarcity
Social
Influence
CD1
CD2
CD6 CD7
CD8
CD4 CD5
CD3
A) -
B) -
C)-
Scaffolding

37. Phase 4: Endgame

38. A) -
B) -
C)-
Avoidance
Ownership
Em
powerm
ent
Meaning
U
npredictability
Accom
plishm
ent
Scarcity
Social
Influence
CD1
CD2
CD6 CD7
CD8
CD4 CD5
CD3
Endgame

39. Octalysis Overview

40. Discovery Onboarding Scaffolding Endgame
Design for All 4 Phases
Level 2 Octalysis Now

41. Discovery Onboarding Scaffolding Endgame
Design for All 4 Phases
Level 2 Octalysis Ideal

42. Octalysis
Avoidance
Ownership
Empowerment
Meaning
Unpredictability
Accomplishment
Scarcity
Social
Pressure
-Narrative
-Elitism
-Humanity Hero
-Beginners Luck
-Free Lunch
-Chosen One
-Points
-Badges
-Fixed Action Rewards
-Leaderboard
-Progress Bar
-Quest Lists
-Win Prize
-High-Five
-Crowning
-LevelUp Symphony
-Aura Effect
-Juicy Feedback
-Boss Fights
-Milestone Unlock
-General’s Carrot
-Real-Time Control
-Chain Combos
-Instant feedback
-Boosters
-Blank Fills
-Step-by-Step Tutorial
-Virtual Goods
-Build from Scratch
-Collection Set
-Dangling
-Earned Lunch
-Learning Curve
-Protection
-Recruitment
-Monitoring
-Avatar
-Bragging
-Must Marketing
-Thank-You Economy
-Mentorship
-Social Prod
-Friend Invites
-Social Treasure/Gifting
-Envy
-Group Quest
-Touting
-Appointment Dynamics
-Fixed Intervals
-Prize Pacing
-Options Pacing
-Patient Feedback
-Count Down
-Throttles
-Moats
-Glowing Choice
-MiniQuest
-Visual Storytelling
-Easter Eggs
-Random Rewards
-Sudden Tips
-Rolling Rewards
-Mischief
-Sudden Rewards
-Suspense
-Sunk-Cost Tragedy
-Lost Progress
-Guilting
-Grounded
-Scarlet Letter
-Visual Grave
-Weep Tune

43. Thanks a lot