Post on 03-Aug-2015
November 7th, 2013
University of Southampton (ECS) 4th INTERREG CONFERENCE
A Gamification Framework for native Arabic Speaking
Countries
GLOBAL CULTURE AND CREATIVITY: FROM DESIGN TO INNOVATION AND ENTERPRISE?
Mohamed Hisham Hassan Ahmedmhha1g13@soton.ac.uk
Dr. Gary B. Wills
gbw@ecs.soton.ac.uk
Nawfal Fadel El-Hashimi
nff1g08@ecs.soton.ac.uk
Areeb Alowisheq
aaa08r@ecs.soton.ac.uk
4th INTERREG CONFERENCE November 7th, 2013
Overview
‣ Introduction & Background
‣ Study 1: Middle Eastern Cultural traits
‣ Study 2: HCI in the Middle East
‣ Framework Design
‣ User’s testing and evaluation
‣ Future Work
2
4th INTERREG CONFERENCE November 7th, 2013 3
Introduction Arabic Speaking Countries
http://www.unesco.org/new/fileadmin/MULTIMEDIA/HQ/CLT/pdf/map_arabic.jpg
22 countries 5th Spoken Language
395 million speakers
4th INTERREG CONFERENCE November 7th, 2013
“… an approach that combines many gaming elements into a non-gaming context.”
‣ Like managerial tasks, to increase users’ motivation and loyalty.
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Gamification
(Deterding et al. 2011)
Introduction Definition
“Gameful Design”
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Overview on Gamification
Fields Motivational Elements
12
4
11
4 1
9
1
Commerce EducationHealth Intra-organisationalSharing Sustainable ConsumptionWork InnovationData gathering
Poin
ts
Lead
erbo
ards
Badg
es
Leve
ls
Stor
y Th
eme
Cle
ar g
oals
Feed
back
Rew
ards
Prog
ress
Cha
lleng
e
7
44
6
4
66
910
9
Analysis of 24 Gamification Studies(Hamari et al. 2014)
Background
4th INTERREG CONFERENCE November 7th, 2013
‣ Stages:- Awarding valuable products to users.- Virtual achievements.
‣ Few academic research starting from 2008.
‣ Top emerging technologies on Gartner HypeCycle in 2013.
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HistoryBackground
4th INTERREG CONFERENCE November 7th, 2013 7
Gamification Providers
Badgeville Inc. Bunchball Inc. Bigdoor Inc.
and many others…
Nike+ app
Background
4th INTERREG CONFERENCE November 7th, 2013
Can the current gamification apps be used in the
Middle East ?
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Problem
NO
Background
4th INTERREG CONFERENCE November 7th, 2013
‣ Cultural differences.
‣ Human-Computer Interaction differences:
- Typography
- Images
- Layout
- Colours
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ReasonsBackground
4th INTERREG CONFERENCE November 7th, 2013
… is to provide a basis for building an online gamification platform designed specifically for the Middle Eastern culture.
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Introduction Aims and Objectives
The main aim
4th INTERREG CONFERENCE November 7th, 2013
‣ By forming guidelines about styles for images and shapes, design, and colour with respect to the culture.
‣ Method to measure users’ performance.
‣ Users are rewarded with various gamification elements.
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Introduction Aims and Objectives
Objectives
4th INTERREG CONFERENCE November 7th, 2013
‣ Introduction & Background
‣ Study 1: Middle Eastern Cultural traits
‣ Study 2: HCI in the Middle East
‣ Framework Design
‣ User’s testing and evaluation
‣ Future Work
12
Overview
4th INTERREG CONFERENCE November 7th, 2013
‣ High Power-distance
‣ High Collectivism culture
‣ Level of Masculinity (High and Low)
‣ High-Uncertainty Avoidance level
‣ Long-term Orientation
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Study 1: Middle Eastern Cultural traits Hofstede’s Cultural Analysis
4th INTERREG CONFERENCE November 7th, 2013
‣ High-context culture
- based on information inference rather than explicit statements
‣ Fewer Human illustrations than Western culture
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Study 1: Middle Eastern Cultural traits Cultural Differences
4th INTERREG CONFERENCE November 7th, 2013
‣ Two main languages used:
- Arabic
- English
‣ Arabic language Diacritics
‣ Modern Standard Arabic (MSA) language model
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Study 1: Middle Eastern Cultural traits Languages
79%
Secondary21%
Arabic as the primary language
4th INTERREG CONFERENCE November 7th, 2013
Overview
‣ Introduction & Background
‣ Study 1: Middle Eastern Cultural traits
‣ Study 2: HCI in the Middle East
‣ Framework Design
‣ User’s testing and evaluation
‣ Future Work
16
4th INTERREG CONFERENCE November 7th, 2013
‣ User Interface Characteristics
- Right-to-Left layout orientation
- Typography- Images and figures
‣ Arabic IT Users
‣ Arabic Content on the Internet
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Study 2: HCI in the Middle East HCI Characteristics
4th INTERREG CONFERENCE November 7th, 2013
‣ Colours
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Study 2: HCI in the Middle East User interface Characteristics
ColourEquivalent meaning in Middle Eastern culture
Red Blood, Death
Yellow Soul, Sun, Happiness
Green Strength, Growth
Blue Faith, Truth
Gold Wealth
Brown Earth
Black Age, MaturityWhite Joy, Nature, Purity, Wisdom, Peace
4th INTERREG CONFERENCE November 7th, 2013
Overview
‣ Introduction & Background
‣ Study 1: Middle Eastern Cultural traits
‣ Study 2: HCI in the Middle East
‣ Framework Design
‣ User’s testing and evaluation
‣ Future Work
19
4th INTERREG CONFERENCE November 7th, 2013
‣ White Background colour
‣ Arabesque patterns
‣ Green colour palette
‣ Gamification elements:
- Points
- Leaderboard
- Challenges
- Badges
- Ranks
‣ Bilingual support20
Framework Design Guidelines
4th INTERREG CONFERENCE November 7th, 2013
Overview
‣ Introduction & Background
‣ Study 1: Middle Eastern Cultural traits
‣ Study 2: HCI in the Middle East
‣ Framework Design
‣ User’s testing and evaluation
‣ Future Work
23
4th INTERREG CONFERENCE November 7th, 2013
‣ 12 participants from the Middle East
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Testing and Evaluation Usability Tests
Font choice
Font size choice
Background colour
System’s colour palette
Simplicity
Ability to reach requirements
Changing Locale
Number of Alpha users per choice
3 6 9 12
11
1
11
22
32
322
22
21
43
4
78
79
55
4
Strongly Agree Agree Neutral Disagree Strongly Disagree
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Testing and Evaluation EvaluationCategory
Middle Eastern Gamification System
Badgeville Platform Bunchball Nitro
System NatureStandalone gamification web-
based system (Platform)Gamification API attached to
websitesCloud-based Platform-as-a-
Service
Middle East culture appropriateness
Full Support None None
Bilingual support Full Support None None
Customisation by Clients Full Support Not Applicable Not Applicable
Usability User-friendly Depends on attached
websiteUser-friendly
Middle Eastern gamification mechanisms
(Ranks, Badges)Available Not Available Not Available
Customisable Badges Full Support Not Applicable Not Applicable
Extensibility Yes Yes No
4th INTERREG CONFERENCE November 7th, 2013
Overview
‣ Introduction & Background
‣ Study 1: Middle Eastern Cultural traits
‣ Study 2: HCI in the Middle East
‣ Framework Design
‣ User’s testing and evaluation
‣ Future Work
26
4th INTERREG CONFERENCE November 7th, 2013
‣ Integration with social networks e.g Facebook, and Linkedin
‣ Develop country-specific settings and gamification badges
‣ Using different gamification elements according to preference
‣ Conducting more usability tests
‣ Improving the system according to the usability test
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Future Work