Designing for Successful Gami!cation: Meeting Business Objectives & Providing Content-Rich

Experiences for Fans

GAMIFICATION = GOOD DESIGN

We Play’s De!nition of Gami!cation: “Implementation/Observation of a playful environment using systematic rules in a non-game context.”

Without all of the wordy terminology, gami!cation is…. “Learning from games to design a service that will engage and motivate users.”

During happy hour, gami!cation is…. • 1/3 Design Thinking • 1/3 Empathy for User • 1/3 Game Design

Gami!cation=100% Fun

GAMIFICATION FRAMEWORK

ADVOCACY INSIGHT AWARENESS APPRECIATION ACTION

WE ACHIEVE

WE ANALYSE WE BUILD WE ENGAGE WE INFLUENCE WE DELIVER

WHAT WE DO

OBJECTIVES INVENTORY CHECK TARGET AUDIENCE EXPERIENCES CO-CREATION

WE GAMIFY

OBJECTIVE

Goal: Align user objectives with business objectives. • How can we use what motivates users to help us reach our business

objectives? For long term objectives, place a higher emphasis on your values than your users, and vice versa for short term.

Business Objectives User Objectives

Earning Pro!t Spending money on things that offer intrinsic value

Establishing Brand Name Become an evangelist

Having people master products Learn/Master a product

INVENTORY CHECK

Business •  Resources/Constraints

•  After coming up with an idea, does it !t within the resources we have?

•  Remember, gami!cation is for the long run. Be prepared to invest with intentions to succeed, not just expectations.

Market •  Current Market Status

•  What are the current “pain points” in the market? What are the complaints or what improvements can be made? What is the public perception of our company?

•  Hot Trends •  What are the hot trends in the

market? What are the games that people seem to enjoy, and what is popular with design?

TARGET AUDIENCE

Try to measure your target audience’s personalities using player pro!les. Pro!les are a weighted measure of selected parameters. This is useful to de!ne individual fans or to bucket them into groups. See above for example parameters.

Weight Measure=0 Weight Measure=100 Introvert Extrovert

Non-achiever Achiever

Focused Explorer

Follower Leader

Type B Type A

Risk Averse Risk Takers

Pragmatist Purist

EXPERIENCES AND ERROR

1.  When thinking about the user’s journey of using your product, what is the mapping? •  What is step 1? Step 2? Step 3? Was it easy to get from step 1 to !nal outcome?

2.  To create a smooth experience, we should focus on creating natural progressions from start to !nish.

3.  Natural progression is created when users can intuitively !gure out the process without any prior

knowledge or mental stress. •  Strong focus on UI/UX

4.  To avoid frustrations that users may have, place a strong focus on error handling. •  When users get an error, do they feel like they made the mistake or do they feel like the error was

necessary? •  An error that is necessary will reassure that the user is right, reducing the risk of frustration and an

unhappy experience with your product/service.

CO-CREATION

People won’t give up their money until they see value in your service. Your service needs to provide value greater than its monetary value. Essential Question: How do you provide a service that has meaningful value to your target audience?

3 Key Steps To Co-Creation: 1.  Personify your company. 2.  Give your company a voice so that you can speak to the public in a

way that relates to them. 3.  Find ways that your objectives are similar to your users’ and put forth

a product that will motivate your users intrinsically from !rst use.

Feeling  Playful?  Say  Hello!  

THANK YOU

@MrGamify SUDS@WEPLAY.CO