Gamification Fundamentals - From Theory to Practice
- 1. Gamification Fundamentals: From Theory to Practice François Ragnet Vice President, Innovation Development Office of the CIO Xerox Services 1
- 2. 1295 Not just about PBL (Points, Badges and Leaderboard) 20+ 23
- 3. Agenda Gamification Framework – “6 Ds” Gamification – Introduction Xerox Gamification Use Case Studies
- 4. • An emerging Business Practice • Games are powerful things • Lessons from psychology, design, strategy, technology What is Gamification? • Areas of application: External, Internal, Behaviour Change • Harder than it appears!
- 5. Gamification benefits “Suddenly, gamification is the hot new business concept, with many of the world’s most admired companies signing on.” — Fortune “Striving to make everyday business tasks more engaging, a growing number of firms... are incorporating elements of videogames into the workplace.” — WSJ http://http://www.slideshare.net/Saatchi_S/gamification-study/
- 6. Agenda Gamification Framework – “6 Ds” Gamification – Introduction Xerox Gamification Use Case Studies
- 7. October 20, 2016 7 Gamification Framework – 6 “Ds” 2. Delineate target behaviours 1. Define business objectives 4. Devise your activity loops 3. Describe your players 5. Don’t forget the fun ! 6. Deploy the appropriate tools Gamification Design Framework
- 8. 8 Gamification Framework – 6 “Ds”1. Define business objectives Gamification Design Framework What are the business achievements of the project, of the system, of the campaign? • Make a list as concrete as possible and rank • Justify objectives … why is that something to achieve? How will that help? • Eliminate non-final business objective
- 9. 9 Gamification Framework – 6 “Ds”2. Delineate target behaviours Gamification Design Framework What actions do users need to take to meet business objectives? • List of tasks that you will want users to perform to meet your objectives • Metrics and win states to meet these objectives • How to collect those metrics and measure progress
- 10. 10 Gamification Framework – 6 “Ds”3. Describe your players Gamification Design Framework What do we know about the players/users? How can each one of them be motivated to participate? • Demographics, Age groups, Psychographics, Behavior • Motivation Levers and Player types
- 11. 4 Major Motivation Levers
- 12. Player Types • Concrete measurements of success (Points & levels) • Accumulating progress • Showing off • Comparing status to others Competence Relatedness Bartle’s Player Types Relatedness Competence • Social opportunities • Supporting others • Collaboration & teamwork • Group achievements Meaning Autonomy • Discovering information • Researching relevant topics • Giving others information • Storylines & personalization Autonomy Competence • Direct competition with other players • Leaderboards
- 13. 13 Gamification Framework – 6 “Ds”4. Devise your activity loops Gamification Design Framework How to keep the player engaged in the long run, despite short-lived motivation? Draws on Cognitive Sciences and Behaviourism • Engagement Loops • Progression Loops • Onboarding, scaffolding and mastery
- 14. Player TypesBehaviourism and Motivation Motiva tion Action Feedb ack Engagement Loops Motivatio n ActionFeedbac k Motivatio n ActionFeedbac k Motivatio n ActionFeedbac k Motivatio n ActionFeedbac k Motivatio n ActionFeedbac k Intensity Time Onboarding Scaffolding Mastery Progression Loops Reward schedule Expected Task-contingent Completion-contingent Performance-contingent
- 15. 15 Gamification Framework – 6 “Ds”5. Don’t forget the fun Gamification Design Framework
- 16. 16 Gamification Framework – 6 “Ds”6. Deploy the appropriate tools Gamification Design Framework Dynamics Big picture aspects Mechanics Processes that drive action forward Components Specific instantiations of mechanics and dynamics 1. Challenges 2. Chance 3. Competition 4. Cooperation 5. Feedback 6. Resource Acquisition 7. Rewards 8. Transactions 9. Turns 10. Win states 1. Constraints 2. Emotions 3. Narrative 4. Progression 5. Relationships 1. Achievements 2. Avatars 3. Badges 4. Boss Fights 5. Collections 6. Combat 7. Content Unlocking 9. Leaderboards 10. Levels 11. Points 12. Quests 13. Social Graph 14. Teams 15. Virtual goods
- 17. Agenda Gamification Framework – “6 Ds” Gamification – Introduction Xerox Gamification Use Case Studies
- 18. We are a diversified business services company. We remain a leader in document management and managed print services. And, we are also a leader across a range of business and government operational segments like customer care, healthcare services, transaction processing and transportation. We help businesses and governments, big and small, improve the way they work to achieve better outcomes. Xerox Today • Clients include 90% of the Fortune 100 • Founded in 1906 • Presence in 180 countries • Over 130,000 employees worldwide • Annual revenue over $19 billion, more than 50% from business services 18
- 19. 1. Increase Awareness Mini-widget Real-time KPI CSAT score Historical views Employee of the Day Custom Competitions Podium and Messages Experience Points 3. Motivate through gamification (recognition and incentives) Shared leader-agent view Custom messages 2. Facilitate Coaching / Communication Solution – Xerox Agent Performance Indicator Xerox Visual Performance Indicator Improve Productivity and Motivation /Satisfaction of agents in Call Centre
- 21. Results • Innovation Award in 2013 • Thousands of users, potential of 50K • Impact on Operations • “Hard” metrics – e.g. Productivity • Reduction in Training time • “Soft” metrics – Net Promoter Score (Customer Satisfaction)
- 22. • Iterate and keep moving • Analyze and challenge your approaches • Understand and avoid risks • Exploitationsware • Pointsification • Gaming the game • Legal and Regulatory issues October 20, 201622 Lessons Learned
- 23. More readings https://www.coursera.org/learn/gamification ,HEARTS, CLUBS, DIAMONDS, SPADES: Players who suit muds Fun Fun-of-Use for Business Applications Contact me at: https://www.linkedin.com/in/fragnet
- 24. Thank you! “The best way to predict the future is to invent it”