Game thinking is a problem-solving process that uses strategies from game design and gamification to help drive the design of user experiences in digital or non-digital applications. Incorporating game thinking into the UX process can 1) foster users’ intrinsic and extrinsic motivations to engage with a product or system, and 2) engage users in a learning and mastery process, in which they develop the abilities needed to accomplish their goals throughout their user journey.
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Introduction to Game Thinking (Fluxible 2018)
1. Intro to Game
Thinking
Lennart Nacke, PhD, Chief Cheerleader
MotiviUX,Inc.andUniversityof Waterloo
#flUXible2018
@acagamic
motiviux.com
2. Who am I?
Gameful Designer, User Researcher, Associate Professor
• Co-Founder of MotiviUX, Inc.
• Director of the HCI Games Group at the University of
Waterloo’s Games Institute
• Associate Professor at the University of Waterloo
www.motiviux.com
5. Three Different Approaches to GameThinking
17
On today’s menu, we will discuss game thinking as
1.A thought model
2.A user journey
3.A design process
7. GameThinking as aThought
Model
“The use of games and game-like
approaches to solve problems and create
better experiences.” – Andrzej Marczewski
Game Thinking as an Umbrella Term
• Playful/Gameful design
• Serious games
• Gamification
• Simulation
• Play/Games/Toys
19
Andrzej Marczewski. 2016. https://www.gamified.uk/gamification-framework/differences-between-gamification-and-games/
8. GameThinking as an UmbrellaTerm
Andrzej Marczewski. 2016. https://www.gamified.uk/gamification-framework/differences-between-gamification-and-games/
15. Design for Skill-Building
Your users needs and goals change over time. Know their
journey and design with the journey in mind.
27Players Journey By Amy Jo Kim, see http://amyjokim.com/blog/2014/04/08/the-players-journey/
Your users learn your systems as a visitor first, then a
newcomer, a regular, and finally they become experts or
enthusiasts.
Build a core learning loop first as a simple version of the
regular user experience you are creating.
16. Stage 1: Discovery
28
This stage is for visitors or people
who have not yet used your service
or product, here you show your
value proposition.
What do most important early
customers need to learn during
Discovery?
Amy Jo Kim. Game Thinking Explained. https://medium.com/@amyjokim/game-thinking-explained-fa6da3e8debb
17. Stage 2: Onboarding
29
This stage is for newcomers, who are
using the product or service but need to
learn and get value out of it quickly.
What are the most important skills to
develop / things to learn during
Onboarding?
Amy Jo Kim. Game Thinking Explained. https://medium.com/@amyjokim/game-thinking-explained-fa6da3e8debb
18. Stage 3: Habit-
building
30
This is the hook or core loop in your
application that the user keeps
coming back to: a pleasurable,
repeatable activity.
What repeatable, pleasurable
activity will pull people back for
Habit-building?
Amy Jo Kim. Game Thinking Explained. https://medium.com/@amyjokim/game-thinking-explained-fa6da3e8debb
19. FOCUS POINT:The Learning Loop
How to create habit-building experiences
• Cues and triggers
• Internal, Situational, External, Engaged
• What’s the internal trigger/urge/need that
drives someone to seek out my product?
• Repeatable pleasurable activity
• Triggered by emotion
• Internal urge or need
• In games, we call this a core mechanic (a rule in
action)
• Skill-building feedback
• Provide feedback and help players improve
• Feedback loops to help people get better at
core activity
• Progress and investment
• Show a progress and investment path
• Allow users to customize, build, collect 31
20. Stage 4: Mastery
32
In games, this is the late/elder game; only your
best customers experience this, building full
customization and community.
What powers, access, roles, or privileges can they
earn/unlock for achieving Mastery?
Amy Jo Kim. Game Thinking Explained. https://medium.com/@amyjokim/game-thinking-explained-fa6da3e8debb
21. A GameThinking Roadmap for Products and Services
In your design process, focus on your learning loop first, then create onboarding, then discovery, last mastery.
33
Amy Jo Kim. Game Thinking. https://gamethinking.io/
27. Behaviour chain example
Example: How can I eat healthier food?
EAT
HEALTHY
FOOD
AVOID
MINDLESS
SNACKING
Thanks to Sebastian Deterding for the examples.
28. Behaviour chain example
Example: How can I eat healthier food?
EAT
HEALTHY
FOOD
AVOID
MINDLESS
SNACKING
COOK
HEALTHY
FOOD
Thanks to Sebastian Deterding for the examples.
29. Behaviour chain example
Example: How can I eat healthier food?
EAT
HEALTHY
FOOD
AVOID
MINDLESS
SNACKING
COOK
HEALTHY
FOOD
SHOP
HEALTHY
FOOD
Thanks to Sebastian Deterding for the examples.
30. Behaviour chain example
Example: How can I eat healthier food?
EAT
HEALTHY
FOOD
AVOID
MINDLESS
SNACKING
COOK
HEALTHY
FOOD
SHOP
HEALTHY
FOOD
PLAN
HEALTHY
MEALS
Thanks to Sebastian Deterding for the examples.
31. How might we address…
43
Put
hurdles/enablers
here
Put fitting design
lens/category
here
Put desired change here
(, using )
to achieve ?
Thanks to Sebastian Deterding for the examples.
32. How might we address…
44
AVOID MINDLESS
SNACKING
Put fitting design
lens/category
here
EAT HEALTHY FOOD
(, using )
to achieve ?
http://www.funkydesignspaces.com/plex/
33. How might we address…
45
AVOID MINDLESS
SNACKING
Put fitting design
lens/category
here
EAT HEALTHY FOOD
(, using )
to achieve ?
http://getmentalnotes.com/
35. Examples of Game Mechanics
47https://www.gamified.uk/user-types/gamification-mechanics-elements
36. Examples of Game Mechanics
48https://www.gamified.uk/user-types/gamification-mechanics-elements
37. SUMMARY OF GAMETHINKING
Get in touch with us for gameful design made personal and to find out about our services at: http://motiviux.com/
49
1.A thought model
• Game thinking can be used as an umbrella term for all the different areas
of working with games
• Game thinking includes gamification
2.A user journey
• Game thinking guides how your user experiences your product at
different stages
• You have to focus on creating a repeatable, pleasurable activity in your
learning loop that is core to your system, product, or service
3.A design process
• You have to understand the hurdles or enablers of behaviour change to
build successful gameful user experiences