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Changing the Game - UX Brisbane Meetup
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Zac
June 19, 2017
Education
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180
Changing the Game - UX Brisbane Meetup
Zac
June 19, 2017
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Transcript
CHANGING THE GAME A PRIMER TO UNDERSTANDING AND USING GAMIFICATION
Dr Zac Fitz-Walter | @zefcan |
[email protected]
| www.gamificationgeek.com
Good to see you again!
None
doctor…
But not a ‘real’ doctor…
www.phdcomics.com
None
Achievement unlocked! 100xp - Finished writing the thesis
oh a typical gamer by allison.johnston CC BY 2.0
Down the rabbit hole Samantha Marx CC BY 2.0
None
None
None
Odenplan, Stockholm, Sweden http://www.thefuntheory.com/piano-staircase
None
None
The power of play
Gamification
Gamification
1What is gamification?
Gamification is a special word.
trends.google.com 2009 2011 2013 2015 Web search interest in gamification
None
None
To do list Exercise tracker Social network
To do list Exercise tracker Social network
Examples
Fitness Fitbit
Fitness Fitbit
Code School
Duolingo
Headspace
Fitness Zombies, Run!
None
Productivity Email Game
Productivity Email Game
Examples
“The addition of game elements to non-game activities” (Deterding, S.,
Dixon, D., Khaled, R., & Nacke, L., 2011)
(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
But why would we want to do this?
None
Games are incredibly engaging
None
The average gamer?
Video games have become mainstream.
68% of Australians play video games. IGEA, 2016
98% of homes with children have computer games. IGEA, 2016
The average age of players is 33. (And 39% of
those aged 65 and over play video games). IGEA, 2016
53% male 47% female IGEA, 2016
We spend a lot of time playing games.
Australians spend on average 88 minutes a day playing games.
IGEA, 2016
None
50 billion hours of game time (WSJ, 2012) https://www.wsj.com/articles/SB10001424052970203458604577263273943183932
If games are so engaging...
…we could use this kind of thinking to make other
things more engaging!
2Gamification four years later
Gamification is an established industry
A gamification ‘blueprint’ still exists
•Points •Badges •Leaderboards •Levels
None
•Points •Badges •Leaderboards •Levels = Rewards }
Behaviour + Rewards = Fun!
progresswars.com
Extrinsic Motivation
Games are intrinsically motivating
Self-Determination Theory http://www.selfdeterminationtheory.org/theory/ Driven by a need to grow and
gain fulfilment
Autonomy Competence Relatedness
Flow Theory
None
A clear goal Clear progress Clear feedback Challenge and skill
One size doesn’t fit all
♦ ♣ ♥ ♠ 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
None
None
3 Changing the game
Where does gamification fit within UX?
1. Make our systems more engaging 2. Build new systems
for behaviour change
1. Make our systems more engaging 2. Build new systems
for behaviour change
None
Good usability and engagement is a necessary condition for survival
Usability
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
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
ノ( °-°ノ) ┬─┬ http://knowyourmeme.com/memes/flipping-tables-(╯°□°)╯︵ ┻━┻)
(╯°□°)╯︵ ┻━┻) http://knowyourmeme.com/memes/flipping-tables-(╯°□°)╯︵ ┻━┻)
None
None
None
Usability
Usability Engagement
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
Source: Joshua Porter Increase motivation Psychology Motivation Friction Remove friction
Usability
Motivational elements • A clear goal • Clear progress •
Clear Feedback • Challenge and skill • Autonomy • Competence • Relatedness • Rewards Increase Motivation
Clear goals, progress, and feedback. ? Encourage users to sign
up or provide information.
http://blog.linkedin.com/2008/10/09/a-cleaner-look/ Progress Clear goals Clear feedback Purpose Autonomy
Relatedness, clear feedback ? Encourage users to support your app.
Relatedness Clear feedback Overcast
Relatedness
Relatedness
Game-like experience ? Keep users using it.
None
None
1. Make our systems more engaging 2. Build new systems
for behaviour change
None
Gamification Design Framework
1. Identify 2. Validate 3. Design 4. Create 5. Measure
None
Sign in Password Username Start!
Who is this? Zac Jimmy Tony Tyson I don’t know…
Correct! It’s Zac. Continue Gamification consultant, speaker, app developer and
Nintendo fanboy.
Road Safety Learner Journey
Games and Gamification
Open up kahoot.it now! :)
Interested in more?
http://www.poetpainter.com/
www.danpink.com/drive/
http://www.alfiekohn.org/punished-rewards/
Gamification Geek http://gamificationgeek.com/uxbrisbane Dr Zac Fitz-Walter | @zefcan |
[email protected]
| www.gamificationgeek.com