What is "gamification"?
Is there a better term to describe the use of games in a serious context?
How can motivational design be applied to office work?
This presentation is a sneak-preview of Playrocket and how it is being applied in a call center.
21. 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
22. 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
23. Gamers already perform every category of information
work imaginable - all in the course of digital play.
24. Play is not the opposite of work
Command Engage workers
46. Events - calls, sign-in, sign-out
Goals - max calls, max sales
Goal progress - % complete
Rewards - golden coins
Achievements - badges
Game world - marketplace for coins
47. 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
48. Findings: Behavior
Cause & Effect
Better feedback
Operators can follow their own progress
Rewards are less subjective, more fair
49. 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.
52. 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
54. 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?
55. What about boring hard work?
Autonomy
Mastery
Purpose
Groups benefit when tacit knowledge
morphs into explicit knowledge.
56. Play is facilitated when complex tasks are
broken into more manageable units.
57. The Future of “Gamification”
“Just adding points” is not enough.
Understand the environment.
Use and reinforce existing positive
behavior.
Application + consulting
61. Extrinsic vs. Intrinsic
With non-trivial tasks, extrinsic motivation alone can have
a negative effect on productivity.
- FED (US), LBS (UK Business School)
64. The real work begins after launch
Observing behavior.
Balancing.
Fine-tuning.
Setting goals.
Reward schedules.
(like with social games)
65. Games set their players goals and then make
attaining these goals interestingly hard.
- Margaret Robertson
66. 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
67. Games are not fun because they are games. They are
fun when they are well-designed.
- Sebastian Deterding
68. 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
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's control and included in the work cycle.\nAvoidable delay (AD): waiting within the worker'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'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 "search", the first Therblig. His eye finds it and comes to rest -- that's "find", the second Therblig. Third comes "select", the process of sliding the razor prior to the fourth Therblig, "grasp." Fifth is "transport loaded," bringing the razor up to his face, and sixth is "position," getting the razor set on his face. There are eleven other Therbligs -- the last one is "think"!\n&#x2014;Frank Gilbreth, Jr. and Ernestine Gilbreth Carey,&#xA0;Cheaper By the Dozen\n\n\n
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Near Miss theory -- Journal of Gambhng Behavior, Vol. 2(1), Spring/Summer &#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&#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 &#x201C;diggs&#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 &#x201C;player&#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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#We believe that for successful &#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