GAMIFICATIONDECK

DESIGN THINKING FOR GAMIFICATION1

Daniel Meusburger | workplayce.blogspot.com | @dmeusburger

GAMIFICATION OFFERS OPPURTUNITIES

Possibility to engage customers, employees, end users

Increase productivity, sales, conversions

70% of Global 2000 Organization will have at least 1 gamified application by 2014 (Gartner) (Source)

50% of companies with innovation processes will gamifythose by 2015 (Gartner) (Source)

Market increase to $5.5 billion by 2018, from the $421 million today (marketsandmarkets) (Source)

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SO, START AND WIN?

of current gamificationapplications will fail to meet business objectives(Gartner, 2012)

80%

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REASONS

o Lack of planning

o Lack of (game design) talent

o Lack of user analysis and understanding

o Lack of user involvement

o Lack of brainstorming and

o Lack of prototyping

Poor (Game) Design

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Standard methodologies

often lack end users focus and

limit creativity in favor of structure

HOW TO START? 1

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DESIGN THINKING

a human-centered approachto innovation

(…) to integrate the needs of people,

possibilities of technology andrequirements for business success

(David Kelley, founder IDEO)

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DESIGN THINKING PROCESS

Process Steps

Understand the challenge. Gather information on requirements, stakeholders and limitations

Observe the users. Develop empathy fort he current situation and behavior of the user

Develop a Point of View. Connect the challenge with user empathy

Ideate (through brainstorming)

(Rapid) Prototyping

Test if the desired state is reached. Iterate!!!

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own depiction of the Design Thinking Process by d.school

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CORE CONCEPTS

KEY CONCEPTS

USER RESEARCH & ANALYTICS

RAPID PROTOTYPING

PLAYTESTING

INTERDISCIPLINARY TEAMS

ITERATION

USER TYPES & EMOTION

REQUIREMENT ANALYSIS

GAMIFICATIONFRAMEWORKS

EMOTION

Source:http://gamesforimpact.files.wordpress.com/2012/09/gamesforimpact-bestpractices.pdf

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REQUIREMENT ANALYSIS

> Understand the underlying challenge> Acquire knowledge

Action Steps

Gather information including goals, requirements and restrictions (budget, scale, resources)

Ask all stakeholders (customers, process/product owners)

Describe the challenge, current situation and ideas about the desired situation (goals)

Challenges

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• What is the challenge and what is the current situation?

• Who is affected and involved?

• Where do we want to be (goals) – What should be achieve (desired situation)?

Key Questions

REQUIREMENT ANALYSIS

Resources

• Gamification Model Canvas

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USER OBSERVATION

> Observe and analyze the end user> Develop empathy

Action Steps

Observe the end user, his/her behavior, environment and interaction with the environment

Ask the end user about the challenge, the problems and his/her wishes. Ask for improvement suggestions.

Try to develop an understanding and empathy for the position of the end user and analyze different perspectives.

Challenges

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• What is the position of the end user?

• How does the user interact with the object or within the process?

• How does the end user feel about the situation?

Key Questions

USER OBSERVATION

Resources

• User Stories, Interviews, Questionnaires

• User Journeys

• Octalysis

• User Types

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POINT OF VIEW (OPTIONAL)

> Combine information and empathy to understand the status quo

> Develop awareness

Action Steps

Analyze the results of the first 2 stages and link the situation to the user. Develop a concise (mental) understanding of the correlations.• You should be aware about how the problem and connects to business metrics• You should understand the view of the user

Discuss potential directions, influence points or bottlenecks with coworkers

Try to develop an understanding and empathy for the position of the end user and analyze different perspectives.

Challenges

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• How do the challenge and user behavior correlate?

• Which behaviors do I want to foster?

• How can we / What would improve the current situation of the end user?

• Where is the fun in it? (Instead of „How can we make this fun?“)

Key Questions

POINT OF VIEW (OPTIONAL)

Resources

• Octalysis

• Gamification Model Canvas (mechanics, dynamics, components, behaviors)

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IDEATION

> Brainstorm for playful ideas> Be creative

Action Steps

Set up a diverse, interdisciplinary team (various professions, cultures, viewpoints)

Organize the right environment (physical environment, rules for brainstorming) and promote creativeness

Brainstorm and collect all mentions

Categorize, combine and prioritize ideas

Challenges

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• None, be creative!

• What are your ideas?

Key Questions

IDEATION

Resources

• Brainstorming

• Mind mapping

• 35 Gamification Mechanics Set

• Video examples (for lacks of creativity)

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PROTOTYPING

> Create (fast) prototypes, try things out> Be active

Action Steps

Set up a diverse, interdisciplinary team (various professions, cultures, viewpoints). Maybe split up in subteams.

Organize the right environment (physical environment) and various kinds of materials (paper, pencils, post-its, lego, cardboard).

Give goals or requirements (e.g. maximum size, material, …)

Create prototypes from prioritized ideas

Challenges

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TESTING

> Test prototypes, get user feedback, iterate> Be adaptive

Action Steps

Raise end user feedback

• Multiple rotations possible: Paper-based draft, cardboard modeled draft, computer model, final application prototype

Play testing: Watch and analyze the behavior of the players and interview him/her afterwards

Establish a measurement system to gain data based on activity and behavior long-term

Monitor and improve the system based on quantitative analysis

Challenges

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• Do we achieve the desired outcome? Why not?

• What can we improve?

• Do you consider this fun / engaging?

• Is the balance of activities, challenges, behavior right?

Key Questions

TESTING

Resources

• Surveys, Interviews

• A/B Testing

• Big Data, Data Analytics (Long term)

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ITERATIVE PROCESS 1

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ADVANTAGES

Source:http://blogs.sap.com/innovation/innovation/what-is-design-thinking-030869http://designthinking.ideo.com/?p=409

User Empathy

Opportunity Utilization

Integrated Solutions

Collective Expertise

User Proximity

Power of Rapid Prototyping

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• Gamification Thinking? Structure Gamification Projects With Design Thinking http://workplayce.blogspot.co.at/2013/09/gamification-thinking-structure.html

Own Sources

SOURCES

Resources

• Gartner• http://www.gartner.com/newsroom/id/1844115• http://www.gartner.com/newsroom/id/1629214

• Markets and Markets• http://www.marketsandmarkets.com/Purchase/purchase_report1.asp?id=991

• IDEO• http://designthinking.ideo.com/?p=409

• SAP• http://blogs.sap.com/innovation/innovation/what-is-design-thinking-030869

• d.school• https://dschool.stanford.edu/groups/k12/wiki/17cff/

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DANIEL MEUSBURGERFeedback, questions, discussions are greatly appreciated

Twitter: @dmeusburgerEmail: daniel.meusburger@outlook.comBlog: workplayce.blogspot.com

Original Article: http://workplayce.blogspot.co.at/2013/09/gamification-thinking-structure.html

DESIGN THINKING FOR GAMIFICATION1