1. TRANSFORMATIONAL
ENGAGEMENT
Jesse Schell

4. Home Gaming
Education
Theme Parks &
Museums
Health
Schell Games Markets

5. I can think of nothing that an
audience won’t understand.
The only problem is to
interest them; once they are
interested, they understand
anything in the world.
–Orson Welles

6. The Transformational Design Process
Define the
action
Describe the
change
Design the
engagement

7. Describe the
change
Define the
action
Design the
engagement
C1: Physiology
C2: Emotion
C3: Knowledge
C4: Skill
C5: Behavior
A1: Receive
A2: Feel
A3: Try
A4: Apply
A5: Reflect
A6: Imagine
A7: Communicate
E1: Sensory
E2: Exploration
E3: Challenge
E4: Story
E5: Social
E6: Creative

8. Describe the change
C1:
Physiology
how they are
C2:
Emotion
how they feel
C3:
Knowledge
what they know
C4:
Skill
what they can do
C5:
Behavior
how they act

9. Describe the change
C1:
Physiology
how they are
C2:
Emotion
how they feel
C3:
Knowledge
what they know
C4:
Skill
what they can do
C5:
Behavior
how they act
appropriate
blood sugar
levels
prioritize
health
know what
impacts
sugar
able to test
properly
testing
regularly

10. Describe the change
C1:
Physiology
how they are
C2:
Emotion
how they feel
C3:
Knowledge
what they know
C4:
Skill
what they can do
C5:
Behavior
how they act
appropriate
blood sugar
levels
prioritize
health
know what
impacts
sugar
able to test
properly
testing
regularly

11. Describe the change
C1:
Physiology
how they are
C2:
Emotion
how they feel
C3:
Knowledge
what they know
C4:
Skill
what they can do
C5:
Behavior
how they act
appropriate
blood sugar
levels
prioritize
health
know what
impacts
sugar
able to test
properly
testing
regularly

12. The Transformational Design Process
Define the
action
Describe the
change

13. Define the action
The only
transformational
action
• Navigating the maze
• Collecting numbers
• Choosing which
numbers to use
• Attacking

14. Define the action
A1: Receive : watch, listen, read, experience, measure, monitor, notice, understand
A2: Feel : react, sympathize, empathize, be surprised
A3: Try : simply do, practice, attempt, fail, explore, experiment, set goals, create, play
A4: Apply : connect, bridge, combine, synthesize, relate, personalize
A5: Reflect : analyze, interpret, prioritize, question, reconsider
A6: Imagine : visualize, plan, predict, hypothesize, design
A7: Communicate : listen, explain, describe, articulate, share, discuss, persuade, collaborate

15. The Transformational Design Process
Define the
action
Describe the
change
Design the
engagement

16. “Hafta” “Wanna”
Slavery Freedom
Duty Fun
Work Play
Efficiency Pleasure

20. E4: Story
E1: Sensory E3: Challenge
E6: Creative
E2: Exploration
E5: Social

21. E1: Sensory
Beautiful
Thrilling
Surprising
Emotional

25. Interest
Time
A Good Interest Curve

26. E2: Exploration Curiosity

27. I have no special
talents, I am only
passionately
curious.
–Albert Einstein

28. Testing
DISEQUILIBRATION

29. Fear Apathy
Curiosity

30. Curiosity
Insight
Wonder
The cure for boredom is curiosity.
There is no cure for curiosity.

31. E3: Challenge
Goals
Judgment
Flow
Progress

37. E4: Story
Proximity
Fantasy

38. You
Them
Me
Psychological Proximity

42. E5: Social
Social Goals
Cooperation
Competition

43. E6: Creative Ownership
Make the art that’s in your heart

44. Maslow’s Hierarchy of Needs

47. E4: Story
E1: Sensory E3: Challenge
E6: Creative
E2: Exploration
E5: Social

48. Describe the
change
Define the
action
Design the
engagement
C1: Physiology
C2: Emotion
C3: Knowledge
C4: Skill
C5: Behavior
A1: Receive
A2: Feel
A3: Try
A4: Apply
A5: Reflect
A6: Imagine
A7: Communicate
E1: Sensory
E2: Exploration
E3: Challenge
E4: Story
E5: Social
E6: Creative

49. Three Transformational Questions
1. How do I want to change the player?
2. What activities will bring about this change?
3. What will make these activities engaging?

50. Thanks!
Slides: jesseschell.com
Email: jesse@schellgames.com