"How to Evaluate Gamified Design" by Ken Lynch

Evaluating Gamified Design

Ken Lynch, CEO

reciprocitynow.com ReciprocityEngage Your Team

Of progress bars and trophies

http://reciprocitynow.com/

ReciprocityEngage Your Team

Separating the good from the bad

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If gamification designers are kings


Separating the good from the bad

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If gamification designers are kings, you are the king makers.


Where to start?

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Ask 20 questions?


Where to start?

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Ask 20 questions?

But there are rule breakers, and bad implementations


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Using a framework

To start: know your users


There are 4 kinds of of people

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Bartle’s Player Types:1. Killer’s

2. Achievers3. Socializers4. Explorers


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Let’s simplify the model

3 user types


There are 3 kinds of people

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1. Geeks – 3%

2. Leaders – 15%

3. Followers – 82%


Same as Geoffrey Moore’s User Model

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Followers

Leaders

Geeks


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Let’s simplify the model even more

2 user types


There are only 2 kinds of people

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1. People who are attracted.

2. People who are compelled.


2 types of motivations (game mechanics)

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1. Win a trophy

2. Finish a progress bar


Combine these 2 mechanics – the game loop

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My gamification startup story

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From Currency Geek…



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to Gamification Leader


Lesson from a Game Designer

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1. Create it

Marcus Gosling (game designer)



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1. Create it 2. Tweak it




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1. Create it 2. Tweak it3. Tweak it again




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1. Create it 2. Tweak it3. Tweak it again4. You will get it right!




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1. Create it 2. Tweak it3. Tweak it again4. You will get it right!5. … by the 10th time! Marcus Gosling

(game designer)


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The 1st design is probably a bad design.


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Solution: ITERATE! ITERATE! ITERATE! ITERATE! ITERATE!


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•Goals

•Metrics

Both have:


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Goals


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• Be specific

Goals


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• Be specific• Be realistic

Goals


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• Be specific• Be realistic• Support a vision

Goals


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• Be specific• Be realistic• Support a vision• Hook it up to your metrics

Goals


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Metrics


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Metrics

Use analytics


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How to gamify your app?


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How to gamify your app?

Share your goals and metrics with your users


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• User frameworks• Goals and metrics• Iterate

BE A GAMIFICATION KING MAKER!

Judge game design

Ken Lynch, CEO

reciprocitynow.com ReciprocityEngage Your Team

How do you evaluate gamified design?

http://reciprocitynow.com/


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• How is gamification the same as a startup?

• A bad design that you implemented (what was the fix?).

• How can you tell what to change in your design?

• What is your gamification compass?

• When should you not gamify?

List of goals/metrics questions to ask:


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Backup Slides


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1. Does it have negative feedback?2. Are the feedback loops short?3. What if you take away the points/levels/badges?4. Is it time-boxed for the user?5. What are the intrinsic rewards?6. “I join” buttons or just get assigned?7. Does it need a critical mass of people already?8. Does it rely on a critical mass of FRIENDS?9. What game mechanics don’t feel like game

mechanics?

What questions to ask the Design Kings?


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But there are Rule breakers, bad implantations

Example: lazy registration. For IMVU, it wasn’t needed.

"How to Evaluate Gamified Design" by Ken Lynch

Technology

Transcript of "How to Evaluate Gamified Design" by Ken Lynch