GAMIFICATION
a method, a toolbox and a mindset
KO Strategi 2016-09-16 @janbidner
KO UX 2016-09-26 @janbidner

GAMIFICATION
DESIGN
PATTERNS
END
RESULTS
HOW WE THINK
WHEN WE DESIGN
HOW WE PERCEIVE
THE END PRODUCT
IN
TEN
TION

What is strategy?
• External  marketing?
• Internal  engagement?
• Engagement strategies!
DIGITAL
…communication
…financial
…IT
…etc

LONG/SHORT TERM?
• CAMPAIGN
• LONG TERM PROCESS

STRATEGY = a long line of activities
planned in a careful/strategic manner!
LONG TERM PROCESS
CAMPAIGN
CAMPAIGN
CAMPAIGN
CAMPAIGN
CAMPAIGN
CAMPAIGN
CAMPAIGN

BEHAVIOUR DESIGN
• Design around people’s behavior
• Add meaningful layers to support
CORE ACTIVITIES CREATE NEW
BEHAVIOURS

GAMIFICATION is NOT…
• Badges and leaderboards
– Game components (not all games)
• Games
– Games uses gamification
• Achieving learning goals
– That’s e-learning and goal fulfillment…

GAMIFICATION IS…
• Changing behaviour!
• Triggering people to do things
• Creating addictive feedback structures:
– Social
– Competitive
– Achievement oriented
– Purposeful
– …

THE METHOD
• Game Design Thinking
”Think like a Game Designer”
”Something that people not just
can - but want to use”
HOW DO
WE ENGAGE?

THE TOOL(s)
• Player Type Analysis
• Core Drive mapping
• Game Mechanics
• User Journey
• Self DeterminationTheory
OCTA
LYSIS
USER
TYPES
HEXAD

THE MINDSET
• Wrap your mind around the “game” of a an
activity, a service or a product:
• What are the objectives?
• What are the possible moves?
• Who are the players?
• What are the Challenges?
• Also: Win-conditions, Rules, sub activities,
feedback and long term engagement and
motivation…

Sebastian Deterding

DESIGN AROUND THE
CORE ACTIVITY

Sebastian Deterding
MOTIVATION PROGRESS
FEEDBACK
IMMEDIATE
FEEDBACK
RULES
RESOURCES
GOAL
BUSINESS GOAL

FEEDBACK,
MEASUREMENTS & STRUCTURE
• Trigger short term engagement
• Build habits and long time engagement
• Long term engagement (find motivation)
LOTS OF
TOUCH-
POINTS!

SYSTEMS THINKING
”A BAD SYSTEM…”
”….ALWAYS BEATS A
GOOD USER”

Sebastian Deterding

Starting points?
• Ideation phase
What problems to solve?
Why we are doing this?
No service or application yet?
Context not completely locked?
• Improving/tweaking
Improving an existing but
”broken service”?
How can game design thinking
solve the problem? A set context!

THE CHALLENGE IN
ANY DIGITAL STRATEGY
• Not just getting people to USE the supporting services
• Getting people to WANT to use the supporting services!
HOW DO WE DO THAT?
• Designing the right services!
• That are aligned with the business goals!
• That solves people’s need!
• That supports peoples behavior!
• That are challenging in the right way!

ALWAYS START WITH
DESCRIBING BEHAVIOR
• Effect mapping

CURRENT PROJECTS
SSAB SPECIAL STEEL
(MICRO-LEARNING)
HUSQVARNA
FLEET MANAGEMENT
APP
(HEALTH/ENGAGEMENT)
NAVET SCIENCE CENTER
(VR/INNOVATION)
FUTURE OPERATION
CENTER
(DAY 2 DAY HEALTH)