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From Games to Change: Full Indie Summit presentation Aug 9 2014

In this presentation I connect the dots between Behavioral Psychology, Games and Persuasive-design Principles to show how real change can happen in health care.

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From Games to Change: Full Indie Summit presentation Aug 9 2014

  1. 1. From Games to Change Connecting the dots between Behavioural Psychology, Games and Persuasive-design Principles to show how real change can happen in health care. August 9, 2014 Full Indie SummitMorning Session
  2. 2. Ayo+Go: two of the world’s oldest symbolic games Ayo Go
  3. 3. Bridge from Play to Games Games structure and intensification play by adding: • Goal/Win State • Rules • Feedback System • Voluntary participation
  4. 4. Playing a game is the voluntary attempt to overcome unnecessary obstacles. -Bernard Suits
  5. 5. Video games use the science of telemetry, data mining and analytics to perfect their understanding of how players experience play and formalize that into repeatable game components.
  6. 6. Dopamine Stimulus ActionFeedback
  7. 7. Habit Loop Trigger ActionFeedback Flow Habit
  8. 8. Flow: The Psychology of Optimal Experience, Csíkszentmihályi There are nine component states of achieving flow (Fullagar & Kelloway): • challenge-skill balance, • merging of action and awareness, • immediate and unambiguous feedback, • concentration on the task at hand, • paradox of control, • transformation of time, • loss of self-consciousness, • autotelic [intrinsically-rewarding] experience.”
  9. 9. Engagement Dopamine Anticipation Oxytocin Social bonding Serotonin Good gut Tryptophan Endorphins Power- through DOSE: Four Chemicals that Activate Happiness & Engagement Source: Nicole Lazarro, XeoDesign
  10. 10. vs.
  11. 11. When do serious games make sense? There’s time to play There’s a reason to deepen engagement There’s a discrete player behaviour to motivate There’s risk to overcome in experimenting with the new Rote learning is ineffective Context counts When fun matters….
  12. 12. Motivation underlies Change Games What is motivating: • Cognitive biases (Behavioural Psychology) • The 90% Success Threshold (CBT- Motivational Interviewing) • the Zone of Proximal control; Goal Gradient (CBT) • Agency: voluntary, autonomous, personalized, choice • Goal setting (CBT) • Commitment, reciprocal social obligation • Novelty, changing cues and triggers • Feedback on incremental progress (CBT) • Challenge interspersed with easy delight Behavioral Psychology & Cognitive Behavioural Therapy
  13. 13. “The best games have at least 3 out of 4 keys.” Four Keys to Fun • Oxytocin • Amusement • Moving together, gestures • Teasing, Encouraging • Dopamine • Progress • Completion • Feedback • Meaningful • Control • Creativity • Exploration • Fantasy • Endorphins, dopamine • Frustration, obstacles • Fiero o/ • Relief Hard Fun Easy Fun People Fun Serious Fun Source: Nicole Lazarro, XEO design
  14. 14. The Ayogo Model Progressive Mastery Completion Feedback Meaningful Narrative Exploration Delight Social Incoming Messages Encourage Challenge
  15. 15. Ayogo’s Design Pillars ● Stories ● Imagery ● Themes ● Game characters ● Avatars ● Peer-to-peer communication ● Reciprocal social obligation ● Gifting ● Encouragement Narrative Social Connectivity ● Gamification ● Education ● Repetition ● Increasing difficulty Progressive Mastery
  16. 16. User-Centered Design Player Part Business model Client Part Don’t try to do it all! Smart Part feedback, social & narrative Hard Part Emotion: Fear down, Fun up Fun Part Short burst of extrinsic Addictive Part Not found = not played Obvious Part The Ayogo Model Rules for Behavior Change Games
  17. 17. Connect with me on LinkedIn linkedin.com/in/mavisdixon mavis@ayogo.com Thank you!
  18. 18. Connect with me on LinkedIn linkedin.com/in/mavisdixon mavis@ayogo.com Samples of Work
  19. 19. Habit Building - Personalization ● In T2T, users can choose what areas of their health they want to focus on
  20. 20. Didja Do-It System (aka tracking)
  21. 21. “Think of points and badges being to games what page numbers and chapter headings are to literature. Sure – they can give you a sense of how far you've come and how many pages you have to go, but what's the story?” -Michael Fergusson, CEO of Ayogo Health.
  22. 22. …they’re immediately rewarded with a piñata
  23. 23. Smash piñatas, collect monster “ingredients”, combine to unlock new monsters…