This document discusses the rightful place of gamification. It defines gamification as using enjoyable motivation to engage users so that both the users and business benefit. Gamification can help trigger behaviors, create habits, and change how people interact through discovery, onboarding, scaffolding and end games. However, gamification must be designed carefully to avoid conflicts with user experience and consistency. When done right through a strategic process of research, analysis, design, production, beta testing and launch, gamification can have an important place in engagement solutions.

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2. The Rightful Place of
Gamification
Alireza Ranjbar Shourabi
@ARSHourabi
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As I’ve Experienced!

3. Alireza Ranjbar Shourabi
CEO – ART OF LIGHT AND MOTION
INTERACTIVE SOFTWARE
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Engagement Solution Design

4. Definition of Gamification
ONE OF MANY & THE COMMON ONE
Engagement
Game
Design
Thinking
Game
Components
Problem
Solving
The Process of using Game
Design-Thinking and game
Mechanics To Engage users and
Solve Problems.
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5. My Definition
USING ENJOYABLE MOTIVATION
TO ENGAGE USERS SO THEY
BENEFIT WHILE THE BUSINESS
PROFITS.
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Profitable
Business
Motivation
Enjoyment
Engagement
Benefit
People

6. Gamification can help with
01
Triggering people
to do things.
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Changing
behaviours.
03
Creating habit
structures.
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7. The User Journey
DISCOVERY
ONBOARDING
SCAFFOLDING
END GAME
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8. Main Fields of Entrance
for Gamification
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Marketing Service
Core
of
Business

9. One of many Conflicts
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Flow
Efficiency
And it’s fixable
UX design & Gamification

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One of many Conflicts
Uncertainty
Consistency
And it’s fixable
Service design & Gamification

11. And they tried to Find the Solution
ONE OF THEM WAS MOTIVATIONAL UX
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IT WAS NOT!
9Principles
Self-Express
Adaptive
Exploration
Aesthetics
Belonging
Engagement
Loop
Challenge
&
Reward
Content
&
Story
Decision-
making

12. Gamification is …
ACCORDING TO DR. MARIGO RAFTOPOULOS
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Product
System
Process
Way of
Thinking
Experience
Designerly
Way

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I’ve had the Chance!
Strategy
Research
Analysis Design
Production
BetaEvaluate
Launch

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The Rightful Place
Of
Gamification
Strategy
Research
Analysis Design
Production
BetaEvaluate
Launch

15. Thank You!
Alireza Ranjbar Shourabi
@ARSHourabi
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