The document discusses using a design thinking process to effectively plan and implement gamification. It notes that 80% of current gamification applications fail due to lack of planning and user understanding. The design thinking process presented involves understanding user needs through research, developing ideas through brainstorming and prototyping, then testing prototypes with users in an iterative process. Following this process can help integrate user needs, business goals, and technology possibilities to create successful gamified applications.

1. GAMIFICATION
DECK
1
DESIGN THINKING FOR
GAMIFICATION
Daniel Meusburger | workplayce.blogspot.com | @dmeusburger

2. GAMIFICATION OFFERS OPPURTUNITIES
Possibility to engage customers, employees, end users
Increase productivity, sales, conversions
70% of Global 2000 Organization will have at least 1
gamified application by 2014 (Gartner) (Source)
50% of companies with innovation processes will gamify
those by 2015 (Gartner) (Source)
Market increase to $5.5 billion by 2018, from the $421
million today (marketsandmarkets) (Source)
@dmeusburger

3. SO, START AND WIN?
80%
of current gamification
applications will fail to
meet business objectives
(Gartner, 2012)
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4. REASONS
o
o
o
o
o
o
1
Lack of planning
Lack of (game design) talent
Lack of user analysis and understanding
Lack of user involvement
Lack of brainstorming and
Lack of prototyping
Poor (Game)
Design
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5. HOW TO START?
1
Standard methodologies
often lack end users focus and
limit creativity in favor of structure
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6. DESIGN THINKING
1
a human-centered approach
to innovation
(…) to
integrate the
needs of people,
possibilities of technology and
requirements for business success
(David Kelley, founder IDEO)
@dmeusburger

7. DESIGN THINKING PROCESS
1
own depiction of the Design Thinking Process by d.school
Process Steps
1
Understand the challenge. Gather information on requirements, stakeholders and limitations
2
Observe the users. Develop empathy fort he current situation and behavior of the user
3
Develop a Point of View. Connect the challenge with user empathy
4
Ideate (through brainstorming)
5
(Rapid) Prototyping
6
Test if the desired state is reached. Iterate!!!
@dmeusburger

8. CORE CONCEPTS
1
REQUIREMENT ANALYSIS
USER RESEARCH & ANALYTICS
ITERATION
EMOTION
USER TYPES & EMOTION
KEY
CONCEPTS
GAMIFICATION
FRAMEWORKS
INTERDISCIPLINARY TEAMS
RAPID PROTOTYPING
PLAYTESTING
Source:
http://gamesforimpact.files.wordpress.com/2012/09/gamesforimpact-bestpractices.pdf
@dmeusburger

9. @dmeusburger

10. REQUIREMENT ANALYSIS
1
Challenges
> Understand the underlying challenge
> Acquire knowledge
Action Steps
1
Gather information including goals, requirements and restrictions (budget,
scale, resources)
2
Ask all stakeholders (customers, process/product owners)
3
Describe the challenge, current situation and ideas about the desired
situation (goals)
@dmeusburger

11. REQUIREMENT ANALYSIS
1
Key Questions
•
What is the challenge and what is the current situation?
•
Who is affected and involved?
•
Where do we want to be (goals) – What should be achieve (desired situation)?
Resources
•
Gamification Model Canvas
@dmeusburger

12. @dmeusburger

13. USER OBSERVATION
1
Challenges
> Observe and analyze the end user
> Develop empathy
Action Steps
1
Observe the end user, his/her behavior, environment and interaction with the
environment
2
Ask the end user about the challenge, the problems and his/her wishes. Ask
for improvement suggestions.
3
Try to develop an understanding and empathy for the position of the end
user and analyze different perspectives.
@dmeusburger

14. USER OBSERVATION
1
Key Questions
•
What is the position of the end user?
•
How does the user interact with the object or within the process?
•
How does the end user feel about the situation?
Resources
•
User Stories, Interviews, Questionnaires
•
User Journeys
•
Octalysis
•
User Types
@dmeusburger

15. @dmeusburger

16. POINT OF VIEW (OPTIONAL)
1
Challenges
> Combine information and empathy to
understand the status quo
> Develop awareness
Action Steps
1
Analyze the results of the first 2 stages and link the situation to the user.
Develop a concise (mental) understanding of the correlations.
•
•
You should be aware about how the problem and connects to business metrics
You should understand the view of the user
2
Discuss potential directions, influence points or bottlenecks with coworkers
3
Try to develop an understanding and empathy for the position of the end
user and analyze different perspectives.
@dmeusburger

17. POINT OF VIEW (OPTIONAL)
1
Key Questions
•
How do the challenge and user behavior correlate?
•
Which behaviors do I want to foster?
•
How can we / What would improve the current situation of the end user?
•
Where is the fun in it? (Instead of „How can we make this fun?“)
Resources
•
Octalysis
•
Gamification Model Canvas (mechanics, dynamics, components, behaviors)
@dmeusburger

18. @dmeusburger

19. IDEATION
1
Challenges
> Brainstorm for playful ideas
> Be creative
Action Steps
1
Set up a diverse, interdisciplinary team (various professions, cultures,
viewpoints)
2
Organize the right environment (physical environment, rules for
brainstorming) and promote creativeness
3
Brainstorm and collect all mentions
4
Categorize, combine and prioritize ideas
@dmeusburger

20. IDEATION
1
Key Questions
•
None, be creative!
•
What are your ideas?
Resources
•
Brainstorming
•
Mind mapping
•
35 Gamification Mechanics Set
•
Video examples (for lacks of creativity)
@dmeusburger

21. @dmeusburger

22. PROTOTYPING
1
Challenges
> Create (fast) prototypes, try things out
> Be active
Action Steps
1
Set up a diverse, interdisciplinary team (various professions, cultures,
viewpoints). Maybe split up in subteams.
2
Organize the right environment (physical environment) and various kinds of
materials (paper, pencils, post-its, lego, cardboard).
3
Give goals or requirements (e.g. maximum size, material, …)
4
Create prototypes from prioritized ideas
@dmeusburger

23. @dmeusburger

24. TESTING
1
Challenges
> Test prototypes, get user feedback, iterate
> Be adaptive
Action Steps
1
Raise end user feedback
•
Multiple rotations possible: Paper-based draft, cardboard modeled draft, computer
model, final application prototype
2
Play testing: Watch and analyze the behavior of the players and interview
him/her afterwards
3
Establish a measurement system to gain data based on activity and
behavior long-term
4
Monitor and improve the system based on quantitative analysis
@dmeusburger

25. TESTING
1
Key Questions
•
Do we achieve the desired outcome? Why not?
•
What can we improve?
•
Do you consider this fun / engaging?
•
Is the balance of activities, challenges, behavior right?
Resources
•
Surveys, Interviews
•
A/B Testing
•
Big Data, Data Analytics (Long term)
@dmeusburger

26. ITERATIVE PROCESS
1
@dmeusburger

27. ADVANTAGES
1
Integrated Solutions
User Proximity
User Empathy
Opportunity Utilization
Power of Rapid Prototyping
Collective Expertise
Source:
http://blogs.sap.com/innovation/innovation/what-is-design-thinking-030869
http://designthinking.ideo.com/?p=409
@dmeusburger

28. SOURCES
1
Own Sources
•
Gamification Thinking? Structure Gamification Projects With Design Thinking
http://workplayce.blogspot.co.at/2013/09/gamification-thinking-structure.html
Resources
•
•
Gartner
•
http://www.gartner.com/newsroom/id/1844115
•
http://www.gartner.com/newsroom/id/1629214
Markets and Markets
•
http://www.marketsandmarkets.com/Purchase/purchase_report1.asp?id=991
IDEO
•
•
http://designthinking.ideo.com/?p=409
SAP
•
•
http://blogs.sap.com/innovation/innovation/what-is-design-thinking-030869
d.school
•
•
https://dschool.stanford.edu/groups/k12/wiki/17cff/
@dmeusburger

29. DANIEL MEUSBURGER
Feedback, questions, discussions are greatly appreciated
Twitter: @dmeusburger
Email: daniel.meusburger@outlook.com
Blog:
workplayce.blogspot.com
Original Article:
http://workplayce.blogspot.co.at/2013/09/gamification-thinking-structure.html
1
DESIGN THINKING FOR
GAMIFICATION