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Desirable Behaviors

Alireza Ranjbar SHourabi

@ARSHourabi

Sustainable growth moves through hard-work and creativity!

I love growth, using creativity and fun approaches for all sides of business

u @ALMgames (game studio)

u @Faranesh (e-learning platform)

u @Hamsaa (innovation social network)

u @Fanap (fintech)

u @IGA : Iran Gamification Association

u @Roshdino : Growth Hacking event

u @ICON (VAS)

Your LIFE?Your WAR?

Your WAR and LIFE

u Profit

u Attention

u Loyalty

u Desired behaviors

u To be Selected over competition

u So we have to design a journey to get the desired behavior thatincludes attention and loyalty which will make customers select usinstead of competition that will result in our profit!

Let’s see a usage

How to affect Human

behavior?

How to affect Human behavior

u Inspirationu the process of being mentally stimulated to do or feel something

u especially to do something creative.

uManipulationu handle or control (a tool, mechanism, information) in a skillful manner.

u control or influence (a person or situation) cleverly or unscrupulously.

Broccoli Example

u Htas2r38 gene (blocks the uptake of iodine to the thyroid)

u 70% of all humans

u Takes the average child 12 years to go from hating broccoli to loving it.

u Force

u Convince

u Airplane game / Stops working after a while

u Use sauce / Health issues of sauce

u Action / Achievement / Reward loop

Gamification Definition

The Process of GameDesign-Thinking and gameMechanics To Engage users and Solve Problems.

Game Mechanics

What is Gamification?

Let’s see a usage

Game Mechanics

Types and Divisions

uStructural / ContentuExterioruInterioruCustomer / EmployeeuSocial Good

Main Usage

4 Dominant Applications of Gamification

uProduct GamificationuWorkplace GamificationuMarketing GamificationuLifestyle Gamification

Habit RPG

Fitocracy

Chore Wars

Gamification Workflow

u Gamification Model Canvas

u Gamification Frameworks

u Design

u Test and upgrade

u Test and upgrade

u ...

u ....

u .....

GMC

Framework

Let’s see a usage

MDA Framework

Prof. Kevin Werbach : A design framework

u 1. DEFINE business objectives

u 2. DELINEATE target behaviors

u 3. DESCRIBE your players

u 4. DEVISE activity loops

u 5. DON’T forget the fun!

u 6. DEPLOY the appropriate tools

Gamification Design is Agile Design

Let’s see a usage

The loop

Scaffolding

The Narrative

The Numbers

A glimpse of the future

Last word

Go for long-time loyalty while boosting

short-time goals!

Thank you for Listening!

Alireza Ranjbar SHourabi

@ARSHourabi