Changing the Game - UX Brisbane Meetup

Transcript

1. CHANGING THE GAME A PRIMER TO UNDERSTANDING AND USING GAMIFICATION Dr Zac Fitz-Walter | @zefcan | zac@gamificationgeek.com | www.gamificationgeek.com
2. Good to see you again!
4. doctor…
5. But not a ‘real’ doctor…
6. www.phdcomics.com
8. Achievement unlocked! 100xp - Finished writing the thesis
9. oh a typical gamer by allison.johnston CC BY 2.0
10. Down the rabbit hole Samantha Marx CC BY 2.0
14. Odenplan, Stockholm, Sweden http://www.thefuntheory.com/piano-staircase
17. The power of play
18. Gamification
19. Gamification
20. 1What is gamification?
21. Gamification is a special word.
22. trends.google.com 2009 2011 2013 2015 Web search interest in gamification
25. To do list Exercise tracker Social network
26. To do list Exercise tracker Social network
27. Examples
28. Fitness Fitbit
29. Fitness Fitbit
30. Code School
31. Duolingo
32. Headspace
33. Fitness Zombies, Run!
35. Productivity Email Game
36. Productivity Email Game
37. Examples
38. “The addition of game elements to non-game activities” (Deterding, S., Dixon, D., Khaled, R., & Nacke, L., 2011)
39. (Markets and Markets, 2016) “Gamification market to grow from $1.65 Billion in 2015 to $11.10 Billion by 2020” http://www.marketsandmarkets.com/Market-Reports/gamification-market-991.html
40. But why would we want to do this?
42. Games are incredibly engaging
44. The average gamer?
45. Video games have become mainstream.
46. 68% of Australians play video games. IGEA, 2016
47. 98% of homes with children have computer games. IGEA, 2016
48. The average age of players is 33. (And 39% of those aged 65 and over play video games). IGEA, 2016
49. 53% male 47% female IGEA, 2016
50. We spend a lot of time playing games.
51. Australians spend on average 88 minutes a day playing games. IGEA, 2016
53. 50 billion hours of game time (WSJ, 2012) https://www.wsj.com/articles/SB10001424052970203458604577263273943183932
54. If games are so engaging...
55. …we could use this kind of thinking to make other things more engaging!
56. 2Gamification 
 four years later
57. Gamification is an established industry
58. A gamification ‘blueprint’ still exists
59. •Points •Badges •Leaderboards •Levels
61. •Points •Badges •Leaderboards •Levels = Rewards }
62. Behaviour + Rewards = Fun!
63. progresswars.com
64. Extrinsic Motivation
65. Games are intrinsically motivating
66. Self-Determination Theory http://www.selfdeterminationtheory.org/theory/ Driven by a need to grow and gain fulfilment
67. Autonomy Competence Relatedness
68. Flow Theory
70. A clear goal Clear progress Clear feedback Challenge and skill
71. One size doesn’t fit all
72. ♦ ♣ ♥ ♠ ACTING PLAYERS INTERACTING WORLD Bartle, R. (1996) Hearts, Clubs, Diamonds, Spades: Players Who suit MUDs. Killers Achievers Explorers Socialisers Bartle’s Taxonomy of Player Types
75. 3 Changing the game
76. Where does gamification fit within UX?
77. 1. Make our systems more engaging 2. Build new systems for behaviour change
78. 1. Make our systems more engaging 2. Build new systems for behaviour change
80. Good usability and engagement is a necessary condition for survival
81. Usability
82. Adapted from http://www.nngroup.com/articles/usability-101-introduction-to-usability/ People will leave if… 1. Your design is difficult to use 2. If it is unclear what it offers 3. If it’s easy to get lost
83. Interaction Design: Beyond Human-Computer Interaction. Preece, Sharp, & Rogers, 2011 Efficient to use Effective to use Safe to use Have good utility Easy to learn Easy to remember how to use Usability Goals
84. ノ( °-°ノ） ┬─┬ http://knowyourmeme.com/memes/flipping-tables-(╯°□°）╯︵ ┻━┻)
85. (╯°□°）╯︵ ┻━┻) http://knowyourmeme.com/memes/flipping-tables-(╯°□°）╯︵ ┻━┻)
89. Usability
90. Usability Engagement
91. Download the app Sign up for an account Use at least once Re-engage with it Form a community Contribute to the app Engagement Goals
92. Source: Joshua Porter Increase motivation Psychology Motivation Friction Remove friction Usability
93. Motivational elements • A clear goal • Clear progress • Clear Feedback • Challenge and skill • Autonomy • Competence • Relatedness • Rewards Increase Motivation
94. Clear goals, progress, and feedback. ? Encourage users to
 sign up or provide information.
95. http://blog.linkedin.com/2008/10/09/a-cleaner-look/ Progress Clear goals Clear feedback Purpose Autonomy
96. Relatedness, clear feedback ? Encourage users to support your app.
97. Relatedness Clear feedback Overcast
98. Relatedness
99. Relatedness
100. Game-like 
 experience ? Keep users using it.
103. 1. Make our systems more engaging 2. Build new systems for behaviour change
105. Gamification Design Framework
106. 1. Identify 2. Validate 3. Design 4. Create 5. Measure
108. Sign in Password Username Start!
109. Who is this? Zac Jimmy Tony Tyson I don’t know…
110. Correct! It’s Zac. Continue Gamification consultant, speaker, app developer and Nintendo fanboy.
111. Road Safety Learner Journey
112. Games and Gamification
113. Open up kahoot.it now! :)
114. Interested in more?
115. http://www.poetpainter.com/
116. www.danpink.com/drive/
117. http://www.alfiekohn.org/punished-rewards/
118. Gamification Geek http://gamificationgeek.com/uxbrisbane Dr Zac Fitz-Walter | @zefcan | zac@gamificationgeek.com | www.gamificationgeek.com