This is a presentation I made for a webinar for DesignSingapore on the topic of driving your innovation strategy with gamification.

1. DesignSingapore Webinar
Drive your innovation
strategy with
gamification
Dr. Marigo Raftopoulos
July 2020
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2. How I play J
Strategic Designer:
Engagement, Interaction, Experience
PhD Enterprise Gamification:
Technology, Strategy, Design, Ethics
Business Advisor:
Corporate, Startups, Government
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3. A set of gameful design patterns,
technologies and experiences that
enable an organisation to meet its
value creation objectives.
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A definition

4. Design = Solving Wicked Problems
All design processes have the
same underlying principles.
Discipline. Empathy. Creativity.
Co-design. Prototyping.
Gamification design is no
different.
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5. 4
However Gamification
is different
It’s in the approach
and mind-set to
problem solving
Next: 3 ‘games’ that
launched an industry…

6. Speed Camera Lottery
A different way of approaching a problem
Reinforce the positive

7. Re-Mission
Shifting mental models
Autonomy & empowerment
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8. Fold-It
Distributed Intelligence
& Collaboration
Co-Creation
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9. What do they have in
common?
A pressing need
A well-defined problem
Deep empathy
Compelling gameplay
Smart execution
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10. Also applied to “not-so-wicked” problems!
Learning and development: interactive browser-based games & apps
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Siemens Marriot
Education, knowledge, awareness, data capture

11. Product communication and awareness
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McDonald’s channel to market strategy Qantas FF program awareness
Awareness, data capture, sales, partnerships

12. Loyalty programs
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xxx
Sales conversion, awareness, data capture

13. Immersive customer experiences (and data!!)
12Experiences, knowledge, profiling, data capture

14. Process improvement
13Education, knowledge, engagement, data capture

15. It’s more than games
or game mechanics.
It’s a mindset.
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However…

16. Humans-first design principles
Culture, values & desires as design drivers
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Emotion
(Plutchik)
Desire
(Reiss)
Values
(Schwartz)
Culture
(Hofstede)
Experiences, interfaces, connection, autonomy

17. Behavioural and neuroscience in gamification –
Design for engagement, learning & participation
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Prefrontal lobe
Logical thinking and
decision making
Dorsal Anterior
Cognition and planning
Premotor cortex
Sensory, movement,
action
Rostral Anterior &
Amygdala
Emotion and conflict

18. Not just fun and games
Gamification is an end-to-end socio-technical business system
Front End
Who is your
Hero?
Back End
Information
Systems
Back End
Management
Decision-making
& Integration
Front End
User Interface &
Experience
Organisation
Strategy
Value
Creation
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19. Best practice design & implementation
You need a rigorous process (e.g. Gamification Design Sprint)
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Seven Steps:
1. Systems model
2. Objectives
3. Empathy (Heroes)
4. Creative problem solving
5. Technology
6. Gamefulness
7. Prototyping
Ref: Raftopoulos 2014

20. Best practice design & implementation
You need a rigorous process (e.g. Gamification Design Sprint)
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Seven Steps:
1. Systems model
2. Objectives
3. Empathy (Heroes)
4. Creative problem solving
5. Technology
6. Gamefulness
7. Prototyping
70% of ‘the problem’ gets solved between steps 1-4
*Playful, Creative, Innovative*

21. ‘Playful’ collaboration and co-creation
Building models of problems & solutions
20The Future of Work Knowledge Sharing

22. ‘Playful’ collaboration and co-creation
Engaging stakeholders in problem definition
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Public Transport Learning & Development

23. ‘Playful’ collaboration and co-creation
Prototyping solution strategies
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Process Improvement Performance Management

24. Gamification best practice
Visualise the problem, optimise solutions, then iterate!
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1. Visual mapping of systemic
issues and their impact
2. Draw boundary conditions
around chunks of the problem
3. Identify where to best add a
gamification strategy
4. Deal with remaining issues
with other appropriate
strategies

25. Fall in love with the problem, not the solution
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26. Capability: Set up your project for success
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Design
Build internal design capability.
Technology
Select the optimal delivery
mechanism – don’t hero the tech.
Management
Develop a deep understanding of the
problem at the systemic level.
= light touch gamification strategy

27. Design
Build internal design capability.
“There was little structure and focus in the design process, we
ended up with a meaningless use of game mechanics.”
Strategic
Design
Selective
Gamefulness
Design Skills
Literacy
Customer
Focus
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28. Technology
Select the optimal delivery mechanism – don’t hero the tech.
“Barriers were primarily with technology. I do not
believe vendor solutions are mature enough yet.”
Platform
Capability
System
Integration
Vendor
capability
Data Analytics
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29. Management
Develop a deep understanding of the problem at the systemic level.
“I would have spent more time at the beginning looking at more game
thinking elements and fewer game mechanics.”
Establish a
Process
Stakeholder
Engagement
Strategic Focus Measurement
& Metrics
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30. Multi-dimension is key for solution design
Lessons from Human-Computer Interaction &
User Acceptance of Information Systems Technology.
Do I want
to play?
Net Benefits
User Support
Engagement
Utility & Usability
Information Quality
System Quality
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31. Ethical considerations
Social engineering, data security, privacy,
surveillance, addiction
Dark design patterns
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32. Summary recommendations
Next Gen Gamification
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1. Understand the systemic drivers in your ecosystem
2. Build models – collaboration and co-design
3. Play with agile prototypes – prototype ‘Tiny Games’
4. Run a rigorous strategic design process – design sprint
5. Build internal capability – set up for success
6. Ethics matter!

33. Overall, focus on the
human experience
A pressing need
A well-defined problem
Deep empathy
Compelling gameplay
Smart execution
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34. Don’t forget to play J
https://gamification-design-sprint.com 33
Dr. Marigo Raftopoulos
Strategic Innovation Lab
marigo@strategicinnovationlab.com