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Motivational Design
 Tadej Gregorčič, Motiviti

 twitter.com/tadej
 motiviti.com
 playrocket.com
Gamification
Elements usually found in games
   used in “serious” contexts.
Gamification
“Modern User Interface Design”
Check in to earn points & badges
Check in to, perform challenges to earn real-life rewards
Badges and reputation
Health care
Health care
Health care
Education
Education
“Education”
Can anything be turned into a game?
Motivational Design (Gamification) and the Workplace
Motivational Design (Gamification) and the Workplace
Motivational Design (Gamification) and the Workplace
Anything that can be
       measured
can be made into a game.

               - Jesse Schell
Games have become the only place in life
where utopian promises, incl. meritocracy
    and a free market, are truly kept.

                          - McKenzie Wark
Motivational Design (Gamification) and the Workplace
What about work?
Work
organizational purpose unclear
       organizational purpose unclear
         lackinspiration
       lack of
                of inspiration
   individual goals uncertain
       individual
                   goals uncertain
feedback missing or confusing
       feedback missing or confusing
       skills <> challenges
       skills <> challenges
    lack of control over work
      lack of control over work
Work
organizational purpose unclear
        lack of inspiration
      Too easygoals uncertain
   individual   vs. too hard
feedback missing or confusing
       skills <> challenges
    lack of control over work
Gamers already perform every category of information
 work imaginable - all in the course of digital play.
Play is not the opposite of work


 Command Engage workers
Mihaly Czikszentmihaly
        Flow
Motivational Design (Gamification) and the Workplace
Call Center Work
Outbound Call Center




Max number of calls per day
                  Grinding
          Reach daily goals
        Boring & repetitive
Outbound Call Center




     Hit “pause” to go to the toilet
      Breaks deducted from salary
High pressure, negative motivation
Assembly line mentality




Therblig (Gilbreth in reverse)
         Industry psychology
Motivational Design (Gamification) and the Workplace
My progress: 23%




100% = daily quota defined by manager

# successful calls / daily quota
Team progress:
     My progress: 23%
                        34 %


100% = total daily quota

# successful calls / daily quota
Operators earn badges

Example
200 calls per day
Best morning performance
First to start calling
550


Operators earn points

Example
Any call          = 1 point
Successful call   = 15 points
Conversion (sale) = 60 points
550


Virtual currency

Operators spend their
virtual gold inside
the game environment.
Avatars & Mirror Neurons
Avatars & Balanced Communication Style

   Extroverts become less extrovert
   Introverts become less introvert
John Bateman               Team progress:
                                            32 %


WORK   SECRET GARDEN                               Hide


       4               My progress: 33%
550    coupons
John Bateman                                                      Team progress:
                                                                                   32 %


WORK      SECRET GARDEN                                                                   Hide


              4                                               My progress: 33%
550           coupons




                                      Customize your avatar

       Eyes        Hair      Extras




                  My color                                          Save
Customize your avatar

  Eyes    Hair      Extras



                                           Custom player appearance




Each player picks their color




         My color                                           Save
Fields contain hidden coupons
Coupons for free lunch
Coupons for real rewards

30 minutes off
free coffee
lunch at a restaurant
vending machine credit
Admin console
Events - calls, sign-in, sign-out

Goals - max calls, max sales

Goal progress - % complete

Rewards - golden coins

Achievements - badges

Game world - marketplace for coins
Customizable

Define the conditions for a reward/achievement:

- event tracked
- time span (morning, afternoon, from-to hours)
- consecutive, every n-th occurence
- individual, competitive, team
Findings: Behavior



Cause & Effect

Better feedback
Operators can follow their own progress
Rewards are less subjective, more fair
Call Center Managers



Call Center: KPI driven business

Managers appreciate the extra stats
More granularity
Dynamic goal setting

Builds on their existing strategies.
No really new concepts.
Adjustments



My progress: 33 / 100 (33%)




               vs.

My progress: 33%
Future




Garden grows based on progress



Plants, objects, buildings


                                 Feeling of growth,
                                  accomplishment
Future

     My progress: 33%




Item growth on goal completion


A new item grows for each completed goal
Garden ownership
Showing off the garden to other offices
Future




Avatar customization

Special items awarded randomly
or when reaching levels

Scarcity - each item unique
What about boring hard work?




Stress.
Distractions.
Multi-tasking.
Information overload.
Work needs a better economy.
It helps the company. But how does it help me?
What about boring hard work?




Autonomy
Mastery
Purpose

Groups benefit when tacit knowledge
morphs into explicit knowledge.
Play is facilitated when complex tasks are
   broken into more manageable units.
The Future of “Gamification”




“Just adding points” is not enough.
Understand the environment.
Use and reinforce existing positive
behavior.

Application + consulting
Extrinsic motivation




Badges, points, progress bars,
           salary




Compelled
Intrinsic motivation




challenge + curiosity + control + fantasy +
competition + cooperation + recognition +
                progress




    Engaged
Extrinsic vs. Intrinsic



I get paid but the project never launches.
Extrinsic vs. Intrinsic


With non-trivial tasks, extrinsic motivation alone can have
           a negative effect on productivity.


                - FED (US), LBS (UK Business School)
Mechanics < Game
Mechanics + aesthetics +
  technology + story
The real work begins after launch




Observing behavior.
Balancing.
Fine-tuning.
Setting goals.
Reward schedules.
(like with social games)
Games set their players goals and then make
 attaining these goals interestingly hard.

                        - Margaret Robertson
Games are engagement engines. To design a game is to take
some thing - some basic enjoyable and/or satisfying interaction
   - and carefully apply rules to help players maximize the
 enjoyment and/or satisfaction they have with the interaction.

                                              - Josh Knowles
Games are not fun because they are games. They are
         fun when they are well-designed.

                                  - Sebastian Deterding
Our best moments - those we say we enjoy the most -
  occur when we’re voluntarily trying to accomplish
 something difficult for which we have the right skills.
                                      - Mihaly Czikszentmihalyi
Motivational Design

Tadej Gregorčič, Motiviti

twitter.com/tadej
motiviti.com
playrocket.com

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Motivational Design (Gamification) and the Workplace

Editor's Notes

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  30. A basic motion element is one of a set of fundamental motions required for a worker to perform a manual operation or task. The set consists of 18 elements, each describing a standardized activity.\nTransport empty [unloaded] (TE): reaching for an object with empty hand. ((called now (reach).))\nGrasp (G): grasping an object by the active hand.\nTransport loaded (TL):moving an object using a hand motion.\nHold (H): holding an object.\nRelease load (RL): release control of an object.\nPreposition (PP):positioning and/or orienting an object for the next operation and relative to an approximation location.\nPosition (P): positioning and/or orienting an object in the defined location.\nUse (U): manipulate a tool in the intended way during the course working.\nAssemble (A): joining two parts together.\nDisassemble (DA): separating multiple components that were joined.\nSearch (Sh): attempting to find an object using the eyes and hands.\nSelect (St): choosing among several objects in a group.\nPlan (Pn): deciding on a course of action.\nInspect (I): determining the quality or the characteristics of an object using the eyes and/or other senses.\nUnavoidable delay (UD): waiting due to factors beyond the worker&apos;s control and included in the work cycle.\nAvoidable delay (AD): waiting within the worker&apos;s control causes idleness that is not included in the regular work cycle.\nRest to over come a fatigue (R): resting to overcome a fatigue, consisting of a pause in the motions of the hands and/or body during the work cycles or between them.\nFind: A momentary mental reaction at the end of the Search cycle. Seldom used.\n\nExample Usage\nHere is an example of how therbligs can be used to analyze motion:[1]\n...Suppose a man goes into a bathroom and shave. We&apos;ll assume that his face is all lathered and that he is ready to pick up his razor. He knows where the razor is, but first he must locate it with his eye. That is &quot;search&quot;, the first Therblig. His eye finds it and comes to rest -- that&apos;s &quot;find&quot;, the second Therblig. Third comes &quot;select&quot;, the process of sliding the razor prior to the fourth Therblig, &quot;grasp.&quot; Fifth is &quot;transport loaded,&quot; bringing the razor up to his face, and sixth is &quot;position,&quot; getting the razor set on his face. There are eleven other Therbligs -- the last one is &quot;think&quot;!\n&amp;#x2014;Frank Gilbreth, Jr. and Ernestine Gilbreth Carey,&amp;#xA0;Cheaper By the Dozen\n\n\n
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  42. Near Miss theory -- Journal of Gambhng Behavior, Vol. 2(1), Spring/Summer &amp;#xA9;1986 Human Sciences Press (http://stat-www.berkeley.edu/~aldous/157/Papers/near_miss.pdf)\n\nThe Near miss theory claims that in gambling and lottery a player is much more likely to repeat certain tasks if he has a feeling that he was almost successful and that the reward has just only slipped through his fingers.\n\nA combination of Skinner&amp;#x2019;s conditioning studies along with the Near Miss Theory is what we are researching and implementing with PlayRocket:\n\n- An employee in a call center gets points/coins for doing his everyday routine.\n\n- Withe the earned points he can buy &amp;#x201C;diggs&amp;#x201D; in the magical Playrocket garden and search for rewards such as a free coffee from the office vending machine, a free ticket for 1 hour of work, more points for more digging etc.\n\nMoreover we provide the &amp;#x201C;player&amp;#x201D; with a notification -- if he has missed and is close to a reward, we notify him, that he has missed a free coffee for just 3 squares with the purpose of giving the employee the motivation to try again.\n
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  57. #We believe that for successful &amp;#xA0;use of gaming elements in real life and work:\n\n- Each subject to be gamified has to be studied in detail and case by case\n\n- You have to understand the specific goals of each case -- i.e. you have to predict specific user behaviour and determine upfront, what is the behaviour you want to trigger\n\n#In addition to common gamification elements, pertinent to each case you have to research and implement:\n\n- specific rewards and achievements\n\n- adjust the design according to the demographics and the environment (work, entertainment, male, female etc.)\n
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