1. Workshop:Actionable GamicationFor: eBay By: Yu-kai Chou

2. Guild Leader:Yu-kai Chou 3. Early Pioneer of Gamication with 10 Years ofExperienceCo-Founder of RewardMe and many othergamication companies; Partner at Spark SolutionsRegular Speaker/Lecturer at Stanford University,Google, Conferences,VC GatheringsGamication Consultant/Advisor for Startups andFortune 500sStarted career as a passionate eBay Seller 4. Games? 5. Games? Entertainment Software Association (2012) 6. Games?Average Gamer: 35 Years Old 68% Gamers Over 18 Year Old47% Gamers are WomenMore Adult Women than Under 18 MaleEntertainment Software Association (2012)Source: Entertainment Software Association (2012) 7. What is Gamication?Game Elements Non-Game (Boring) Context 8. The MagicKids nowadays have bad work ethics?No Discipline? 9. The MagicWaking up behind parents back 3AM in themorning to level up = AMAZING work ethics 10. The Magic In Role-Playing Games (RPG), Leveling up ofteninvolves killing the same monsters in the same stage over and over again for hours or weeks 11. The MagicGamers call this grinding.Its Fun & Addicting. 12. The MagicIn the real world, this is called GruntWork. Its Boring & Torturous. 13. The MagicIf games can get kids to voluntarily do hours of secret grunt work, it can get anyone to doanything. 14. The Magic(IF well designed) 15. Human-Focused Design As opposed to Function Focused Design System that is designed to optimize for themotivations and feelings of the human inside ...instead of assuming the people within are robotsthat will complete the task vs 16. Example: FoldIt 17. Example: FoldIt15 Year AIDS Problem solved in 10 Days 18. Example: Opower 19. Example: OpowerOver 1 Terawatt ($120M) of energy savings 20. Example: Autodesk 21. Example: Autodesk Increase Trial Usage by 40% and Conversions by 15% 22. Global MovementGartner predicts 70% of Fortune 500 will use Gamication by 2014 23. Except...Gartner also predicts 80% of the gamied appswill fail due to bad design 24. The CauseAgencies and individuals claim to be experts atwhatever is the new Buzzword 25. The CauseEveryone focuses on PBLs (Points, Badges & Leaderboards) PointsLeaderboardsBadges 26. The CauseSimilar to Social Media Marketing 3 years ago 27. The CauseSimilar to Social Media Marketing 3 years agoReal SMM is not simply creating a Twitter Prole and Facebook Page 28. The CauseBeginning with game mechanics instead of the Core Drives 29. Bad Game DesignerWe need swords...where can they go? Oh yes, monsters. Ofcourse! We need cows! And friends that can fertilize crops!+ + + = ???? 30. Bad Game DesignerWe need swords...where can they go? Oh yes, monsters. Ofcourse! We need cows! And friends that can fertilize crops!+ + + = ????A game can have all the right gameelements but still be stupid/boring. 31. Bad Game DesignerWe need swords...where can they go? Oh yes, monsters. Ofcourse! We need cows! And friends that can fertilize crops!+ + + = ????In fact, ALL games have game elementsbut most games suck and are losers. 32. Bad Game DesignerWe need swords...where can they go? Oh yes, monsters. Ofcourse! We need cows! And friends that can fertilize crops!+ + + = ????Only a few well-designed games achievethe status of Winning & Addicting 33. Good Game DesignerHow do I want my users to FEEL? Inspired? Proud? Scared? 34. Good Game DesignerHow do I want my users to FEEL? Inspired? Proud? Scared? 35. Good Game DesignerHow do I want my users to FEEL? Inspired? Proud? Scared? Hmm, Okay. What game elements do I need in order to accomplish that goal?? ? ? ? 36. Good Game DesignerHow do I want my users to FEEL? Inspired? Proud? Scared?Game Elements are a means to anend, not an end in itself 37. Good Gamication does not start with Game Elements butstarts off with our Core Drives 38. -Narrative-Beginners Luck-Milestone Unlock -Points-Elitism-Free Lunch-Generals Carrot -Badges-Humanity Hero-Chosen One-Real-Time Control -Fixed Action Rewards -Chain Combos -Leaderboard-Instant feedback -Progress Bar -Boosters -Quest Lists-Blank Fills -Win Prize-Step-by-Step Tutorial -High-Five -Crowning Meaning -LevelUp Symphony -Aura Effect -Juicy Feedback -Boss FightsAccomplishment Empowerment -Friend Invites -Social Treasure/Gifting Break Time-Virtual Goods -Envy Octalysis-Build from Scratch-Group Quest-Collection Set-Touting-Dangling OwnershipSocial-Earned Lunch Pressure -Bragging-Learning Curve-Must Marketing-Protection-Thank-You Economy-Recruitment -Mentorship-Monitoring-Social Prod-AvatarScarcity Unpredictability-Glowing Choice -Appointment Dynamics Avoidance-MiniQuest -Fixed Intervals -Visual Storytelling -Prize Pacing-Easter Eggs -Options Pacing-Random Rewards -Patient Feedback-Sudden Tips -Count Down-Rolling Rewards -Throttles-Grounded-Mischief-Sunk-Cost Tragedy -Scarlet Letter -Moats -Sudden Rewards-Lost Progress -Visual Grave-Suspense-Guilting-Weep Tune 39. Is Gamication for eBay? ?Game Elements 40. eBay is already a Top eCommerceGamication Case Study 41. eBay is addicting! 42. Tons of strategy guides toplay the game 43. And people trying to game the system 44. eBay is ingrained with GREATgamication activities at its core. Why neglect that for UI/UX? 45. The question is not ifGamication IF 46. The question is not ifGamication IF HOWThe question is how. 47. -Narrative-Beginners Luck-Milestone Unlock -Points -Elitism-Free Lunch-Generals Carrot -Badges -Humanity Hero-Chosen One-Real-Time Control -Fixed Action Rewards-Chain Combos -Leaderboard -Instant feedback -Progress Bar-Boosters -Quest Lists -Blank Fills -Win Prize -Step-by-Step Tutorial -High-Five -CrowningMeaning -LevelUp Symphony -Aura Effect -Juicy Feedback -Boss Fights Accomplishment Empowerment-Friend Invites-Social Treasure/Gifting-Virtual Goods-Envy Octalysis-Build from Scratch -Group Quest-Collection Set -Touting-DanglingOwnershipSocial-Earned LunchPressure -Bragging-Learning Curve -Must Marketing-Protection -Thank-You Economy-Recruitment-Mentorship-Monitoring -Social Prod-Avatar Scarcity Unpredictability -Glowing Choice -Appointment DynamicsAvoidance-MiniQuest -Fixed Intervals-Visual Storytelling -Prize Pacing -Easter Eggs -Options Pacing -Random Rewards -Patient Feedback -Sudden Tips -Count Down -Rolling Rewards -Throttles -Grounded-Mischief -Sunk-Cost Tragedy -Scarlet Letter -Moats-Sudden Rewards -Lost Progress -Visual Grave-Suspense -Guilting-Weep Tune 48. MeaningLeft AccomplishmentEmpowerment RightBrainBrain OctalysisOwnershipSocialPressure ScarcityUnpredictabilityAvoidance 49. White Hat GamicationMeaning AccomplishmentEmpowerment OctalysisOwnershipSocialPressure ScarcityUnpredictabilityAvoidance Black Hat Gamication 50. -Elitism -Staying in touch with friends -Stalking-Sharing whatever you want-Completed Prole-More friends -TONS of Facebook games-Increased likes and comments -Instant feedback of friends liking-Aura Effect MeaningAccomplishment Empowerment Social OwnershipPressure GScore: 448-Friend Invites-Conformity-Build from Scratch -Social Prod-Photos/Proles -Social Treasure-FriendsScarcity Unpredictability Group Quests-Memories -Touting-Protection -Envy-Recruitment-Earned lunch-MonitoringAvoidance-Inner Circles-Glowing ChoiceNote: (Early-MiniQuestsFacebook has-Refreshing ContentHIGH scarcity -Suspensescore with certainuniversities only)-Scarlet Letter-Sunk Cost Tragedy 51. -Farm getting Bigger & Better -No higher meaning besides being a farmer -Difcult badges for sorts of crops -Reward Loops -Allows the ability to paint with your farm Meaning AccomplishmentEmpowerment-Leaderboard-Group Farming-Free Social Gifts-Ownership of Farm-Neighbors-Virtual Goods OctalysisOwnershipOctalysis Score: 414Social Pressure Scarcity Unpredictability Avoidance-Waiting for whats next in the game-Appointment Dynamics-Milestone Unlock-Real-money Only Crops -Avoid plants withering-Free Social Gifts -Avoid losing opportunities-Season-based Gifts-Avoid Sunk-Cost Tragedy 52. -Leveling Up -Saving the world of Sanctuary -Plot line -Diablo II Legacy -4 Difculties -Help others -Skills -Gear -Massive Skill Combinations -Different challenges each stage MeaningAccomplishmentEmpowerment-Multiplayer Game-Characters -Friend gear and hours Octalysis-Items-Mentoring-Auction House Social OwnershipPressure Octaylsis Score: 284Scarcity UnpredictabilityAvoidance -Storyline -Item Drops -Randomized Maps -Randomized Elites -Item Drops -Repetitive Plot -Skill Sets -Item Durability -Bottleneck -Avoid Sunk-Cost Tragedy 53. -Follower Gain -Retweets -Character Limit -Responses-Microblogging Wave -Witty/valuable content -Unique InformationMeaning -Friends on Twitter Accomplishment Empowerment-Followers -Responses -Companionship -Thank You Economy-FollowersOwnershipSocial-InformationPressureOctalysis Score: 267 ScarcityUnpredictabilityAvoidance -Interesting Tweets -Surprising content -Fail Whale -Will someone respond? -Character Limit-Quick news -Follower Count -Friend Loss 54. -Narrative-Beginners Luck-Milestone Unlock -Points -Elitism-Free Lunch-Generals Carrot -Badges -Humanity Hero-Chosen One-Real-Time Control -Fixed Action Rewards-Chain Combos -Leaderboard -Instant feedback -Progress Bar-Boosters -Quest Lists -Blank Fills -Win Prize -Step-by-Step Tutorial -High-Five -CrowningMeaning -LevelUp Symphony -Aura Effect -Juicy Feedback -Boss Fights Accomplishment Empowerment-Friend Invites-Social Treasure/Gifting-Virtual Goods-Envy Octalysis-Build from Scratch -Group Quest-Collection Set -Touting-DanglingOwnershipSocial-Earned LunchPressure -Bragging-Learning Curve -Must Marketing-Protection -Thank-You Economy-Recruitment-Mentorship-Monitoring -Social Prod-Avatar Scarcity Unpredictability -Glowing Choice -Appointment DynamicsAvoidance-MiniQuest -Fixed Intervals-Visual Storytelling -Prize Pacing -Easter Eggs -Options Pacing -Random Rewards -Patient Feedback -Sudden Tips -Count Down -Rolling Rewards -Throttles -Grounded-Mischief -Sunk-Cost Tragedy -Scarlet Letter -Moats-Sudden Rewards -Lost Progress -Visual Grave-Suspense -Guilting-Weep Tune 55. 1) Epic Meaning & Calling Part of something bigger than yourself 56. 2) Development & AccomplishmentFeeling Progress and Achievement !! 57. 3) Expression of Creativity & Feedback The creator inside of us 58. 4) Ownership & PossessionThe more you have, the more you want 59. 5) Social Pressure Acceptance and Envy 60. 6) Scarcity & Impatience The Grass On The Other Side!! 61. 7) Unpredictability & Curiosity What kills the cat 62. 8) Loss & AvoidanceThe threat is stronger than the execution 63. -Narrative-Beginners Luck-Milestone Unlock -Points -Elitism-Free Lunch-Generals Carrot -Badges -Humanity Hero-Chosen One-Real-Time Control -Fixed Action Rewards-Chain Combos -Leaderboard -Instant feedback -Progress Bar-Boosters -Quest Lists -Blank Fills -Win Prize -Step-by-Step Tutorial -High-Five -CrowningMeaning -LevelUp Symphony -Aura Effect -Juicy Feedback -Boss Fights Accomplishment Empowerment-Friend Invites-Social Treasure/Gifting-Virtual Goods-Envy Octalysis-Build from Scratch -Group Quest-Collection Set -Touting-DanglingOwnershipSocial-Earned LunchPressure -Bragging-Learning Curve -Must Marketing-Protection -Thank-You Economy-Recruitment-Mentorship-Monitoring -Social Prod-Avatar Scarcity Unpredictability -Glowing Choice -Appointment DynamicsAvoidance-MiniQuest -Fixed Intervals-Visual Storytelling -Prize Pacing -Easter Eggs -Options Pacing -Random Rewards -Patient Feedback -Sudden Tips -Count Down -Rolling Rewards -Throttles -Grounded-Mischief -Sunk-Cost Tragedy -Scarlet Letter -Moats-Sudden Rewards -Lost Progress -Visual Grave-Suspense -Guilting-Weep Tune 64. -Finished a listing-Feedback Score-None (becoming an entrepreneur?)-Power Seller-eTRS-Sold!-Allows people to decide how they want toMeaning list to maximize prots Accomplishment Empowerment-Sellers forum/ Social OwnershipcommunityPressure-Sellers prole eTRSCustomized selling-Building a business empire ScarcityUnpredictabilityAvoidance-Pay to play-How many bids-Final sell price-Losing money-Negative Feedback 65. 4 Experience Phases of a GameTreat a product as 4 different products 66. Phase 1: DiscoveryWhy would the user use myservice to begin with? 67. Phase II: OnboardingHow do users learn the basictools to play the game? 68. Phase III: ScaffoldingHow to make the journey fun? 69. Phase IV: EndgameHow to keep the veterans motivated? 70. Level 2 OctalysisDesign for All 4 PhasesDiscoveryOnboarding Scaffolding Endgame 71. Level 2 OctalysisDesign for All 4 PhasesBreak TimeDiscoveryOnboarding Scaffolding Endgame 72. Gamication for eBay1. Dene: Business Metrics - Game Objective2.Dene: Users - Players3.Dene: Desired Actions - Win-State4.Dene: Metrics - Stats5.Dene: Incentives - Carrots 73. Phase I: DiscoveryDiscuss how people currently discoverthe dashboard and WHY?Discuss how you can make that moreinteractive utilizing the 8 Core Drives 74. Phase II: OnboardingDiscuss how people currently learnhow to use the dashboard and WHY?Discuss how you can make that moreinteractive utilizing the 8 Core Drives 75. Phase III: Scaffolding Discuss why people currently would continue to sell on eBay. Discuss how you can make that more interactive utilizing the 8 Core Drives 76. Phase IV: EndgameDiscuss why powersellers continue tosellDiscuss how you can make that moreinteractive utilizing the 8 Core Drives 77. Level 2 OctalysisDesign for All 4 PhasesDiscovery Onboarding Scaffolding Endgame 78. Level 2 OctalysisDesign for All 4 PhasesDiscovery Onboarding Scaffolding Endgame 79. Beyond Level 2- the Long Journey of Gamication 80. Killers SocializersExplorersAchievers Discovery Onboarding Scaffolding Endgame 81. KillersSocializersExplorersAchieversDiscovery Onboarding Scaffolding Endgame 82. Thank You.Truly.@yukaichou Yukai@SolutionsBySpark.com