Scott Dodson - The gamification of journalism - motivational design
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Transcript of Scott Dodson - The gamification of journalism - motivational design
Scott Dodson
@Gamebiz
Head of Marketing, Business Owner
Virgin Poker, Gamesys.co.uk
Relationship between Design,
Motivational Design, &
Gamification
Design
Motivational
Design
Gamification
MeMe Me
Me
Chronic Entrepreneur
Used ‘Game Layers’
/Layer of Abstraction
Weren't manipulation
Playful Perception
Mind numbing jobs
Dating
Holding a conversation
Sales – Cold Calling
Raising Angel/VCMoney
Game layers worked.
OMFG
You’re doing it wrong
Copernican Turn
Copernican Turn
Copernican Turn
User
Viewer
Customer
Reader
Customer
Viewer
Media/Brand
Copernican Turn The Media/Brand set the terms of
engagement
Copernican Turn New engagement methods are needed
AppBrand
Property
Site Service
Media
User, Viewer,
Reader Customer
Not just for Readers/Audiences:
Identifying the ‘player’: Who do
you want to motivate?
Readers
Authors/Content Creators
Amplifiers (platforms, influencers)
News organizations/media companies
themselves
And what do you want them to do?
Kick Ass Motivational
Designers
Rest of this talk:
Some Pitfalls
Designing for Sustained engagement
Different User Contract
Using the Flow Channel
Types of Motivation
Intrinsic Needs Satisfaction
Power of Habit
UI & UX
Four Common Pitfalls
To use motivational design most
effectively, remember that:
Pleasure is contextual
No one methodology is a panacea “One
size does not fit all”
Rewards can backfire
Being creepy, controlling or manipulative
has a cost
1. Pleasure is… CONTEXTUAL
Credit: Jesse Schell: The
Pleasure Revolution
1. Pleasure is… CONTEXTUAL
Credit: Jesse Schell: The
Pleasure Revolution
2. No Single Solution: “Choco-
fication!”
Credit: Jesse Schell: The
Pleasure Revolution
Credit: Jesse Schell: The
Pleasure Revolution
Credit: Jesse Schell: The
Pleasure Revolution
Credit: Jesse Schell: The
Pleasure Revolution
Credit: Jesse Schell: The
Pleasure Revolution
3. Rewards can Backfire
The Undermining Effect: Deactivation of Bilateral Striatum as a Function of Rewards in
Subsequent Performance
Control Group
Reward Group
The Undermining Effect: Deactivation of Bilateral Striatum as a Function of Rewards in
Subsequent Performance
Control Group
Reward Group
4. Unchecked, “Data Driven
Design” Can Drive Bad UX
What do I mean by Data Driven
Design?
Developer, Site, Journal
Cherished
Customer
Pitfalls of Behavioral AB testing You can often get someone to do something
once
Why we take action is as key as that we take
action
Discomfort ≠ Sustained
EngagementKill the puppy
Spam my friends
Subtle Language of
Control
Designing for sustained
engagement –fundamental
theories
“Playing a game is the voluntary attempt to overcome
unnecessary obstacles” – Bernard Suits
A Goal
Rules
Voluntary
ObstaclesA Feedback
System
Credit: Jane McGonigal:
Reality is Broken
Designing for Sustained
Engagement I. Establish a different user “contract”
A game is voluntary framework for the user
experience
Obstacles desirable!
In the right context work is highly
satisfying
Designing for Sustained
Engagement II. Design for flow; segment the
experience
Mihalyi CsikszentmihalyiAmy Jo Kim
III. Good UI/UX
—the ‘game-y stuff’ can be subtle
<Ninja Level 11: Cat>
…Subtle and “Domain
Resonant”1 2
366% more people than normal chose
the stairs over the escalator.
+
=
…Subtle and “Domain
Resonant”
Two Types of Motivation
Extrinsic Motivation – Behavior
that is motivated by contingencies
(rewards, punishments) that are
separate from the enjoyment of the
activity itself
Intrinsic Motivation – The activity
itself is its own reward because it is
inherently satisfying. In particular,
humans have specific intrinsic needs
that motivate.
Designing for Sustained
Engagement IV. Motivational Psychology
Shift from purely extrinsic thinking
Why People do things
Taiichi Ohno’s (Toyota): ‘Ask “Why?” 5 times and the nature of the problem as well as its solution becomes clear.’
Avoid or Relieve Pain (easy one)
Experience Pleasure (trickier)
But as humans, we have a *need* to experience pleasure
Either way= satisfying a need
Sensation
Fantasy
DiscoveryLaughter
Story
Challenge
Thrill
Triumph
Expression
Credit: Jesse Schell: The
Pleasure Revolution
3 Drivers of Intrinsic MotivationScott Rigby - Immersyve
• Feeling “good at”
• Expanding capability
• Learning
• Mastery
COMPETENCE
• Freedom and agency
• Exercising volition
• Choosing
• Many opportunities for
action
AUTONOMY
• You matter to others
,they matter to you
• Meaningful connections
• Competitive, cooperative,
• Even removed:
characters in a book or
movie, developers of an
app.
RELATEDNESSC A R
Competence, Autonomy & Relatedness:
most reliable predictors of engagement
• Multiple longitudinal studies
with 20,000+ subjects
• Underlying psychological
causality vs. solely outcome
metrics (e.g., “clicks” or “fun”)
PENS predicts
sustained engagement...
“Fun” does not.
(PENS) Methodology: Personal Experience of Needs Satisfaction
Approach uses statistical regression analysis to predict long-term engagement
Competence, Autonomy,
Relatedness
Predictive power
with p values <.01
Month 1 Month 12
PENS design: Competence
Scaled challenges (flow)
Clear & juicy feedback
Level=expanded capabilities
Competence Satisfaction in
Journalism
Learning
Sense of Completion (article, paper)
Leveraging knowledge in other
situations—noticeably on top of current
events
PENS design: Autonomy
Mechanics of Choice and Opportunity
Open Environment - Playground
Progression choices (focus, tree-structure)
Sense of purpose/volition
Autonomy Satisfaction in
Journalism
Personal goals might include:
Becoming smarter, well informed
Gaining depth in a particular subject/domain
Being up to date, current, hip, in-the know
Relaxation, decompression, comforting ritual
PENS design: Relatedness You matter to others, they matter to you
Competitive cooperative
Reciprocity awesome; synchronicity, meh
Player to Player; P2NPCs; P2Dev; P2Brand
Clear effort applied on my
behalf=RelatednessHey! It’s the
Hero of
Kvatch! I
can’t believe
it! Wow!”
“…Brave,
brave Sir
Robin…”
Relatedness Satisfaction in
Journalism
Interacting with writers, reporters, authors,
editors
Being known by other readers
Being invited to contribute/being interviewed
Knowing people involved in the story
Meeting staff, subjects, other readers
Final Concept: Power of
Habit Nir Eyal: Hooked
Best set of Distinctions I’ve seen based
in a Behavioral framework
The Hook Model
Trigger
Behavior = Motivation + Ability + Trigger
Action
Fogg’s Elements of Simplicity
Time – how long
Money – financial cost
Physical Effort – labor involved
Brain Cycles – mental effort
Social Deviance – how accpeted
Non-Routine – how disruptive
UI crash course
Its never fun if you can’t figure out how to
play
Confusing UI will bounce people in a
heartbeat
Concept of “Distinction”
Pattern recognition
Distinguishing something from its background
What is this?
2
How about this?
What is this?
This?
Random shapes around which
everyone shares the same
distinction
Lesson Learned
Banking App on facebook
$?
UI: lowering the threshold for
action
And not creating an experience of anti-
competence
The Fundamentals of UX
Understand the reason people use a
product or service
Lay out the steps the customer must
take to get the job done from
Implementation to Outcome
Start removing steps (or failing that,
making each step as easy as possible)
until you have the simplest process
possible
The Fundamentals of UX
Identify a Desire
Use technology to take out the steps
Reward
According to Nir:
Nir’s Framework for Rewards
(Needs Satisfaction)
3 Drivers of Intrinsic MotivationScott Rigby - Immersyve
• Feeling “good at”
• Expanding capability
• Learning
• Mastery
COMPETENCE
• Freedom and agency
• Exercising volition
• Choosing
• Many opportunities for
action
AUTONOMY
• You matter to others
,they matter to you
• Meaningful connections
• Competitive, cooperative,
• Even removed:
characters in a book or
movie, developers of an
app.
RELATEDNESSC A R
Forming Long Term Habits
Think about your habits
Hygiene, Nutirtion
Exercise
Facebook/Instagram/Twitter
Media Consumption
Roadmap for sustained
engagement I. Focus on satisfying Intrinsic as well as extrinsic
needs
II. Establish a fertile context for the experience:
Align with an Epic Quest and offer Voluntary
challenges and a foundation of support.
III. Design with the power of work/Investment in
mind
IV. Be Mindful of Flow- segment the experience for
satisfying challenges if necessary
V. V. Keep it Simple
VI. Establish Habits
Sensation
Fantasy
DiscoveryLaughter
Story
Challenge
Thrill
Triumph
Expression
Credit: Jesse Schell: The
Pleasure Revolution
You CAN make experiences
better
Ask yourself these
simple questions:
Given what I know about
my guests…
Why will they like this
experience?
How can I get them to like
it more?
Credit: Jesse Schell: The
Pleasure Revolution
Framework/Context Critical
Concrete : Explicit
Extrinsic Intrinsic
Creative : Imaginative : Abstract
Engagement Layer
Continuum
More Domain Specificity
More from thefuntheory.com
Credits
Scott Rigby- CEO Immersyve, author, Glued to Games (with Richard Ryan)
Nir Eyal- Consultant, Author, Hooked
Jane McGonigal- Creative Director, Social Chocolate, author, Reality Is Broken, Ph.D. Berkeley
Sebastian Deterding-PhD at the Research Center for Media and Communication at Hamburg University
Mihaly Csikszentmihalyi, Claremont Graduate University, former head of psychology at the University of Chicago
Amy Jo Kim- designer of social gaming systems, PHD University of Washington
Wanda Meloni, M2 Research: http://slidesha.re/gg49nb
Dr. Byron Reeves of the Department of Communication at Stanford &
J. Leighton Read, Executive Chairman, Seriosity, Inc., authors of Total Engagement
David Edery Principal, Fuzbi co-author with Ethan Mollick of Changing the Game: How Video Games Are Transforming the Future of Business
Gabe Zichermann and Joselin Linder authors of Game Based Marketing http://gamebasedmarketing.com/ Chair of Gamification.co
James Currier of Ooga Labs who also credits Clay Shirky and Bret Terrill
Jesse Schell, Professor of Entertainment Technology CMU, CEO Schell Games. Jesse’s talk from DICE: http://tiny.cc/TebRw The pleasure revolution: http://www.youtube.com/watch?v=4PkUgCiHuH8
Keith Smith, & Carrie Peters of BigDoor.
Rajat Paharia & Mike Earhart of Bunchball
Scott Schnaars & MattHart of Badgeville
Eric Eastman, John Bito, Nathan Affolter, Jason Griffith, Jimmer Sivertsen, Julie Hill & Mike Kerr of Bobber
My sincere apologies to anyone on this list or otherwise who feels they were not properly credited. Kindly point out my error and I will edit accordingly.
Appendix
The Challenge
Great games are hard enough:
Only 4% of games that go into production are
profitable
Add a “real world” activity and you
multiply the difficulty of success
Often not enough just to have the “form of
a game”
Unicorn poop is still poop
Concrete : Explicit
Extrinsic Intrinsic
Creative : Imaginative : Abstract
Engagement Layer
Continuum
Concrete : Explicit
Extrinsic Intrinsic
Creative : Imaginative : Abstract
Engagement Layer
Continuum
What’s coming?
Psychological Technology &Motivational
Design
Tablet as console
“Subscription based” console
Augmented Reality
What’s coming?
What’s coming?
Platforms as Subscription/F2P
Ouya
What’s coming?
Augmented Reality