Ross Smith - Play Is a 21st Century Business Process
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+ Play as a 21 st Century Business Process Ross Smith Microsoft Using Game Mechanics to Improve Data Science
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As we enter the middle of the 2nd decade of the 21st century, the habits of the Industrial Age are disappearing and the new reality of the knowledge worker is pervasive. It’s more acceptable to work from home, to join a meeting online instead of face time with the boss. The most relevant ideas come from some of the most junior people in the organization. The magic of play is the next great frontier. When we think about knowledge work, there is no time clock, there is no assembly line– the best ideas come in the shower, or while riding the ski lift. Introducing serious play in to the world of work is only natural. As Charles E. Schaeferu said “We are never more fully alive, more completely ourselves, or more deeply engrossed in anything, than when we are at play.” As we progress in the changing workplace demographics, from cultural diversity through generational diversity, into the influence of mobile technology, remote work, big data, and a culture of “always (partially) connected”, how can we leverage game mechanics to help better engage employees, customers, and users to help them be more productive. Could serious play be the 21st century version of notable business processes of the past?
Transcript of Ross Smith - Play Is a 21st Century Business Process
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Play as a 21st Century Business ProcessRoss SmithMicrosoft
Using Game Mechanics to Improve Data Science
+in ev'ry job that must be doneThere is an element of funYou find the fun and snap!The job's a game
And ev'ry task you undertakeBecomes a piece of cakeA lark! A spree! It's very clear to see
- Mary Poppins
+games @ work have history
+
+ hunting and fishing
+ festivals
+ athletic competition
children learn through play
ancient civilization
+ industrial revolution
+
creative classTHE RISE OF THE…
+cultural change
+our world is changing
new workforce
global demographics
technology revolution
social connectivity
‘user’ experience
is key
+IM
AG
INE
July 22, 1964
US-USSR Track Meet at LA ColisueumTeams stay in USC Residence Hall
Kim Kardashian makes $85m fromKim Kardashian: Hollywood mobile game
+7.2 billion humans1804 – 1 billion1927 – 2 billion1960 – 3 billion
2025 – 8 billion2050 – 9.6 billion2081 – 10 billion
Population growth rate is slowing !
+ the internet
87% of American adults now use the
internet
99% of households earning $75,000 or
more
97% of young adults
97% with college degrees
68% of adults connect via mobile
+ internet of things
+More young children know how to play a computer game (58%) …
than swim (20%) or ride a bike (52%)
91% of kids age 2-17 are gamers
+ 69% of kids age 2-5 can use a mouse,
but only 11% can tie their shoelaces
+64% of parents believe games are a positive part of their kid’s lives
+ mobile video
> 50% of all global growth by 2025 will come fromBRIC countries plus South Korea and Indonesia
Global Shift: Arrival of Emerging Economies
+ China
1.6 gamers in China for every American
citizen
517 million
28% play more than 1 hour a day
+ 71% of US gamers play on phoneup from 4% in 2013
In a global village of 100 61 would be Asian, ~80 would have
mobile,11 would be from Europe…
and 70 would be gamers…
Global Shift: Diverse and Distributed Workforces
+ why is big data so hyped?
“big data” was added to Merriam-Webster in 2014 edition…
an accumulation of data that is too large and complex for processing by traditional database management tools
+ “bigdataUX” – user research
+ game design
+ testing
A B
+ marketing
+ productivity gamesusing games to get the data you need
+where games work best
Skills-Behaviors
Matrix
Core Work Skills
Unique Work Skills
Expanding Work Skills
In-Role Behaviors
Organizational Citizenship Behaviors
+Lync Test Games
Build a Story
Landmarks
Road Signs
Mobile Fest
+lan
gu
ag
e q
uality
gam
e
+Results
Significant Quality Improvements for Windows 7
Positive Impact on Ship Schedule
Team Morale and Subsidiary Engagement
Total Screens Reviewed: Over 500,000
Total Number of Reviewers:
Over 4,500
Screens per Reviewer: Average 119
Significant Quality Improvements for product
Positive Impact on Ship Schedule
Team Morale and Dogfood User Engagement
Players Over 1,000
Feedback increase > 16x
Feedback received: 10,000+
Players vs. non-players 67% of players participate vs. 3% of non
Results
+ data scienceusing games to get the data you need
+
‘given enough eyeballs, all bugs are shallow’
Eric Raymond, The Cathedral and the Bazaar
+Gamified Transactions
Data Authenticity
Volu
me o
f D
ata
High
LowHighLow
GamifiedTransactions
SyntheticTransactions
“Authentic”Transactions
DogfoodUsage
+ data gathering methods
Authentic Beta Testing Telemetry
Dogfood/Crowdsource/Self Host
Synthetic Transactions Active Monitoring Passive Monitoring
+ gamified transactions (GT’s)
use game mechanics to direct crowd activity
carefully designed not to impact service load
cluster analysis for user groups and scenario determination
generate A/B comparative studies
predictive analytics
beware of the observer effect
+ types of elicited information what can we use GT’s for?
+ scenario coverage studies
features
early adopters
education / training
user research
marketing
performance
Monitoring
security
+crowd reputation scoring
the value of
gamified transactions
hinges on our ability to trust user’s
feedback
Good
Fair
Needs work
Poor
Reputation Scores
+ data science and feedback quality especially important when rewards are used
use the crowd to test each others results!
develop a probability function for each gamer indicating the chance of a correct item of input
reputation score is the Bayesian prior for correctness calculation
reputation is categorized using percentile
provide games that train to improve reputation
+ the opportunity GT’s bring to cloud
gamified monitoring experience tuning and
optimization scenario feedback performance marketing data crowdsourced testing
+
the marriage of games and
big data
turns gaming into a business process
+
thank you ! ross smith
www.42projects.org
@42projects
/42projects
