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Beyond Gamification: RedUX Version

Beyond Gamification: RedUX Version

NY IXDA Presentation at NYredUX - Bloomberg: April 21, 2012

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Dustin DiTommaso

April 24, 2012
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  1. None
  2. @DU5TB1N | #nyredUX

  3. @DU5TB1N | #nyredUX The Use of Game Design Elements in

    Non-Game Contexts. A DEFINITION “ ” GAMIFICATION - Deterding, Dixon, Khaled, Nacke http://goo.gl/25R4e
  4. @DU5TB1N | #nyredUX SEMANTIC BAGGAGE “ ” Pointsti cation GAMIFICATION

    Badgi cation “ ” Exploitationware “ ” Bullshit! “ ”
  5. @DU5TB1N | #nyredUX GAMIFICATION IS A POISONOUS GARDEN

  6. @DU5TB1N | #nyredUX POINTS THE USUAL SUSPECTS BADGES LEADERBOARDS INCENTIVES

  7. @DU5TB1N | #nyredUX MECHANICS TO CONTROL BEHAVIOR

  8. @DU5TB1N | #nyredUX MECHANICS TO PROVIDE SUPPORT & INTRINSIC VALUE

  9. @DU5TB1N | #nyredUX WHAT IS A GAME?

  10. @DU5TB1N | #nyredUX WHAT IS A GAME? A voluntary, rules-bound

    experience of competitive strife towards discrete goals or outcomes.
  11. @DU5TB1N | #nyredUX BUT WHERE’S THE FUN? http://www.mrtoledano.com

  12. @DU5TB1N | #nyredUX FARMVILLE

  13. @DU5TB1N | #nyredUX THE PROBLEM WITH FUN IT’S TOO DILUTED

    OF A CONCEPT It doesn’t distinguish the unique psychological experience of gameplay that leads to SUSTAINED ENGAGEMENT. See: Raph Koster – A Theory of Fun in Games Nicole Lazzaro – Four Keys to Fun Marc Leblanc – Eight Kinds of Fun
  14. @DU5TB1N | #nyredUX TOO MUCH FOCUS ON SHALLOW, EXTRINSIC REWARDS

    – POINTS & BADGES – DOES NOT LEAD TO PLAYER SATISFACTION OR SUSTAINED ENGAGEMENT. MOTIVATION, ENGAGEMENT & PLEASURABLE INTERACTIONS
  15. @DU5TB1N | #nyredUX SELF-DETERMINTATION CONTINUUM

  16. @DU5TB1N | #nyredUX EXTRINSIC MOTIVATION EXTERNAL CONTROLS « Behavior is fueled

    by the possibility of reward or punishment, or the attainment of recognition, achievement, or approval. « Behaviors cease when reward or punishment is not explicitly applied. « People typically feel controlled or alienated when performing externally controlled activities.
  17. @DU5TB1N | #nyredUX HOOPLA: GAMIFY THE FRONT OFFICE! http://www.hoopla.net/

  18. @DU5TB1N | #nyredUX EXTRINSIC MOTIVATION IDENTIFIED REGULATION « Conscious valuing of

    a behavioral goal « Individual "identi es with" or personally values the behaviors they engage in « Ways of thinking and behaving are seen as personally important « Behaviors persist independently of environmental rewards
  19. @DU5TB1N | #nyredUX SUPPORTS USER GOALS

  20. @DU5TB1N | #nyredUX INTRINSIC MOTIVATION SELF-DETERMINED « Acts for the fun

    or challenge rather than because of external prods, pressures or rewards. « Feelings of satisfaction when engaged in interesting activities. @DU5TB1N | #hxdconf
  21. @DU5TB1N | #nyredUX INHERENTLY SATISFYING ACTIVITY

  22. @DU5TB1N | #nyredUX SELF-DETERMINATION THEORY SDT argues that human beings

    seek out (and continue to engage in) activities if they promise (and succeed) to satisfy 3 intrinsic motivational needs:
  23. @DU5TB1N | #nyredUX SELF-DETERMINATION THEORY SDT argues that human beings

    seek out (and continue to engage in) activities if these promise (and succeed) to satisfy 3 intrinsic motivational needs: SELF-DETERMINATION THEORY
  24. @DU5TB1N | #nyredUX SELF-DETERMINATION THEORY SDT argues that human beings

    seek out (and continue to engage in) activities if these promise (and succeed) to satisfy 3 intrinsic motivational needs: SELF-DETERMINATION THEORY
  25. @DU5TB1N | #nyredUX SELF-DETERMINATION THEORY SDT argues that human beings

    seek out (and continue to engage in) activities if these promise (and succeed) to satisfy 3 intrinsic motivational needs: SELF-DETERMINATION THEORY
  26. @DU5TB1N | #nyredUX SELF-DETERMINATION THEORY SDT argues that human beings

    seek out (and continue to engage in) activities if these promise (and succeed) to satisfy 3 intrinsic motivational needs: COMPETENCE: (MEANINGFUL GROWTH)
  27. @DU5TB1N | #nyredUX COMPETENCE THE PATH TO MASTERY: + The

    “Path To Mastery” is an experience over time + Nested, short-term achievable goals that lead to success of the overarching long-term goal. + Wherever a player is on their quest there should be a next goal just around the corner. + Design appropriate challenges and rewards for all players along Player Experience Lifecycle. N00B –> Intermediate –> Master
  28. @DU5TB1N | #nyredUX COMPETENCE: OBJECTIVE, GOALS, ACTIONS! ULTIMATE OBJECTIVE LONG

    TERM GOAL SHORT TERM GOAL ACTION!
  29. @DU5TB1N | #nyredUX COMPETENCE: ARF!

  30. @DU5TB1N | #nyredUX COMPETENCE EXPERIENCE OF CHALLENGE + Keep core

    actions simple to engage players early + Accelerate the level of challenge as they gain mastery to keep them engaged + Optimal challenge stretches player ability but doesn’t overwhelm + Allow players to fail gracefully if it can provide an opportunity to learn and grow MAKE PROGRESS VISIBLE + Provide real-time granular, sustained and cumulative feedback on overall performance + Ensure that progress data is actionable and meaningful to player competence, during immediate play and long-term engagement + Plan milestone-markers of achievement and recognition along the way + Measure to measure the things that matter & reward for true accomplishment
  31. @DU5TB1N | #nyredUX EXPRESSION OF MASTERY + After hard-earned victories,

    allow players to enjoy and express their dominance + Sustained engagement is more a function of continued success than feeling continually stretched + Ease-off dif culty for a short term – Let them Coast + Provide social outlets for bragging & peacocking + Big “Juicy Feedback” for a job well done COMPETENCE
  32. @DU5TB1N | #nyredUX COMPETENCE: JUICY FEEDBACK

  33. @DU5TB1N | #nyredUX COMPETENCE: JUICY FEEDBACK

  34. @DU5TB1N | #nyredUX SELF-DETERMINATION THEORY SDT argues that human beings

    seek out (and continue to engage in) activities if these promise (and succeed) to satisfy 3 intrinsic motivational needs: AUTONOMY: (MEANINGFUL CHOICE)
  35. @DU5TB1N | #nyredUX THE GAME BELONGS TO THE USER +

    Choice, control and personal preference lead players to deep engagement and loyalty + Experience pathways can be designed “on rails” to limit or give the illusion of freedom + Volitional Engagement: “I nd value in the Actions I am taking.” + “Want to.” vs. “Have to.” OPPORTUNITIES FOR ACTION! + Create “What If?” moments: “What if I did X instead of Y?” + Provide a variety of ways to engage + Provide a sense of increasing opportunities of action that motivate sustained interest: (Unlocks, privileges, new modes of play, wider social network, more challenges) + Design multiple pathways leading to the desired end-state AUTONOMY
  36. @DU5TB1N | #nyredUX AUTONOMY: MULTIPLE PATHWAYS

  37. @DU5TB1N | #nyredUX SELF-DETERMINATION THEORY SDT argues that human beings

    seek out (and continue to engage in) activities if these promise (and succeed) to satisfy 3 intrinsic motivational needs: RELATEDNESS: (MUTUAL DEPENDENCE)
  38. @DU5TB1N | #nyredUX THE SPARK OF CONNECTION + We are

    intrinsically motivated to seek meaningful connections with others + Data shows that allowing players to connect with others and build relationships energizes, and sustains ongoing engagement + Focus on social mechanics that allow players to both give and receive support of their goals BEYOND OTHER PLAYERS + Provide value to your audience beyond the mechanics that run your system. + Tap into content that people are passionate about (Health, Wealth, Career, Arts, Pro-Social) + Provide recognition for actions that matter to your players not just to the business + Check out the CSCW movement (Computer Supported Cooperative Work) + Allow users to inject their own long & short term goals into the system RELATEDNESS
  39. @DU5TB1N | #nyredUX RELATEDNESS: MINT.COM CASE STUDY

  40. @DU5TB1N | #nyredUX RELATEDNESS: BEYOND HUMAN

  41. @DU5TB1N | #nyredUX RELATEDNESS: VOICE AND TONE.COM

  42. @DU5TB1N | #nyredUX RECAP + Evidence suggests that the appeal

    of games is based on the psychological need satisfaction that playing games provides. + Game design elements and applied learning from games can positively impact participation, sustained engagement and enjoyment for the people interacting with gameful systems. GAMES ARE MOTIVATION ENGINES + The predominant implementation of game design elements focuses largely on one-sided mechanisms of control with little understanding (or consideration) of user needs and motives. + Focus on shallow extrinsic controls will undermine intrinsic motivation and preclude sustained engagement and enjoyment. + By shifting this focus to target intrinsic need satisfactions of Competence, Autonomy and Relatedness, we can deliver motivating and engaging experiences that drive us closer to the ideals of pleasurable and meaningful products, software and systems. SUPPORTING NOT CONTROLLING
  43. @DU5TB1N | #nyredUX PLEASURABLE PRODUCTS FOR THE WIN!

  44. @DU5TB1N | #nyredUX EVOLUTION « Opportunities are ripe to evolve “gami

    cation” past operant conditioning tactics and towards a more motivationally balanced “gameful design.” « Provide real value for your customers and end-users. « Go forth and design genuine, lasting engaging, pleasurable and rewarding experiences.
  45. @DU5TB1N | #nyredUX REFERENCES: A PATH TO MASTERY Ryan, Deci,

    The Handbook of Self-Determination Research : Games satisfy intrinsic psychological needs Deci, E. L., Koestner, R., & Ryan, R. M. (1999). A meta-analytic review of experiments examining the effects of extrinsic rewards on intrinsic motivation. Psychological Bulletin, 125, 627–668. Deci, E. L., & Ryan, R. M. (2000). The “what” and “why” of goal pursuits: Human needs and the self-determination of behavior. Psychological Inquiry, 11, 227–268. Przybylski, A. K., Weinstein, N., Ryan, R. M., & Rigby, C. S. (2009). Having to versus wanting to play: Background and consequences of harmonious versus obsessive engagement in video games. Cyber Psychology & Behavior, 12, 485–492. Sherry, J., & Lucas, K. (2003, May). Video game uses and grati cations as predictors of use and game preference. Yee, N. Motivations for Play in Online Games. Cyber Psychology & Behavior 9, 6 (2006), GAME RESEARCHER
  46. @DU5TB1N | #nyredUX REFERENCES: A PATH TO MASTERY Nic Kelman,

    “Yes, but is it a game?” from Games : Required essay from a not so required book. Raph Koster, A Theory of Fun for Game Design : Fun arises from Learning & Mastery James Paul Gee, What Video Games Have to Teach Us about Learning & Literacy : Pairs nicely with Koster’s book Mihály Csikszentmihályi, Flow – The Psychology of Optimal Experience : Many implications for creating engagement architectures Johan Huizinga, Homo Ludens, A Study of the Play Element in Culture : “All play means something.” Caillois, R. Man, Play, and Games. Builds on Huizinga’s Theories of Play. GAME THINKER
  47. @DU5TB1N | #nyredUX Jesse Schell, The Art of Game Design

    – A Book of Lenses : Tactical and practical Tracy Fullerton, Game Design Workshop : Techniques for Of ine Prototyping and Testing Hunicke, Leblanc, Zubek, MDA a Formal Process of Game Design : Origin of the Mechanics, Dynamics, Aesthetics framework Bateman, Boon, 21st Century Game Design : Pragmatic approach to Game Design GAME MAKER James Paul Gee, On Video Games & Situated Learning [VIDEO] : http://bit.ly/jpgee The Pac-Man Dossier – A detailed study of every mechanic: http://bit.ly/vzI2QC A mathematical analysis of Candy Land: http://bit.ly/zeos34 BONUS PLAY REFERENCES: A PATH TO MASTERY
  48. @DU5TB1N | #nyredUX Dustin DiTommaso Vice President, Experience Design dustin@madpow.net

    | @DU5TB1N Portsmouth | Boston | Louisville We deliver research-inspired design aimed at improving the experiences people have with technology, organizations, and each other.
  49. @DU5TB1N | #nyredUX YOU MIGHT ALSO LIKE… MOTIVATIONAL DYNAMICS In

    Health Behavior Change A high level look at the psychology of motivation highlighting key points to consider when creating systems to bridge the gap between people’s intentions and their actions. http://bit.ly/GXBvc9