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Incentives + Rewards: Urgency & game mechanics in interactive museum exhibitions

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Simple game dynamics can vastly improve the enjoyment, engagement, and content retention a visitor derives from an interactive media experience, whether it be a website, touchscreen or app. Still, "gamification" is widely misunderstood and misapplied.

Employing game dynamics generally isn't about creating a video game; it is about providing a user experience that guides visitors through tasks, provides feedback and incentives, and ultimately provides a tangible sense of accomplishment and reward. It is about delivering an experience that recognizes human impulses towards reward, completion, and collaboration to eectively deliver content.

Publicada em: Design

Incentives + Rewards: Urgency & game mechanics in interactive museum exhibitions

  1. 1. BRAD BAER | BLUECADET incentives + rewards urgency & game mechanics in interactive museum exhibitions Friday, November 21, 2014 brad@bluecadet.com / @Bluecadet
  2. 2. URGENCY
  3. 3. FEAR
  4. 4. TEN WAYS to INCENTIVIZE & REWARD 10 ZYNGA’S
  5. 5. GAMES vs. GAMIFICATION
  6. 6. 1 Challenge 2 Recognition 3 Delight/Surprise 4 Puzzle solving 5 Tracking 6 Cooperation 7 Competition 8 Creation 9 Collection 10 Altruism
  7. 7. Challenge is the artful application of difficulty to games. It’s what makes them fun and addictive. Don’t be afraid to challenge your audience but, of course, that’s not the same as miring them in complexity.
  8. 8. SUPER MARIO
  9. 9. JFK FOR KIDS APP/ JFK Library & Museum, Boston, MA
  10. 10. 1 Challenge 2 Recognition 3 Delight/Surprise 4 Puzzle solving 5 Tracking 6 Cooperation 7 Competition 8 Creation 9 Collection 10 Altruism
  11. 11. Recognition is the reason we have birthdays and Facebook. They recognize achievement, scracity, and excellence in a context that matters. Badges, mayorships, little gifts - they can all go a long way to make someone feel special.
  12. 12. FOURSQUARE
  13. 13. CHEMCRAFTER / Chemical Heritage Foundation https://vimeo.com/100742273
  14. 14. 1 Challenge 2 Recognition 3 Delight/Surprise 4 Puzzle solving 5 Tracking 6 Cooperation 7 Competition 8 Creation 9 Collection 10 Altruism
  15. 15. Delight surprises us when we least expect it. Once deployed, it can keep us motivated by looking for other hidden secrets or other moments of whimsy.
  16. 16. MONUMENT VALLEY
  17. 17. SAINT JOHN PAU L II SHRINE/ Washington, DC https://vimeo.com/103344099
  18. 18. AUTRY MUSEUM / Los Angeles, CA
  19. 19. 1 Challenge 2 Recognition 3 Delight/Surprise 4 Puzzle Solving 5 Tracking 6 Cooperation 7 Competition 8 Creation 9 Collection 10 Altruism
  20. 20. Problem/Puzzle solving emphasizes deductive thinking and requires multiple steps to teach new skills. This archetype works well for education games to encourage visitors to struggle a bit to figure something new out.
  21. 21. SUE T.REX PUZZLE/ Field Museum, Chicago, IL https://vimeo.com/52951811
  22. 22. 1 Challenge 2 Recognition 3 Delight/Surprise 4 Puzzle solving 5 Tracking 6 Cooperation 7 Competition 8 Creation 9 Collection 10 Altruism
  23. 23. Tracking is the notion of being able to record or evaluate our life in a quantified way. Our workflows, diets, and sleep schedules are all now quantifiable using technology but games have a long history of giving players feedback about their progress before they finally reach the end.
  24. 24. NIKE RUN APPP
  25. 25. Anyone who’s taken any sort of medication knows how expensive specialized drugs for serious diseases, particular vaccines, can cost thousands of dollars to transport and distribute, placing them out of reach
  26. 26. MULBERRY ROW APP / Thomas Jefferson’s Monticello
  27. 27. 1 Challenge 2 Recognition 3 Delight/Surprise 4 Puzzle Solving 5 Tracking 6 Cooperation 7 Competition 8 Creation 9 Collection 10 Altruism
  28. 28. Cooperation involves throwing “teams” into a competition and all of a sudden everything is more intense. As much as people like to compete, they like to achieve things together even more, and social games have taught us lessons about that fact for several years now.
  29. 29. CHARADES
  30. 30. INGRESS
  31. 31. CENTRAL SPACE / Field Museum https://vimeo.com/83926689
  32. 32. 1 Challenge 2 Recognition 3 Delight/Surprise 4 Puzzle Solving 5 Tracking 6 Cooperation 7 Competition 8 Creation 9 Collection 10 Altruism
  33. 33. Competition thrives on the desire to win and challenge others. It adds the possibility of deployability and with social mechanics can encourage sharing and play between friends or strangers. This is perfect for quick bursts and repeated brief engagements.
  34. 34. THUMB WRESTLING
  35. 35. ARMONICA / Ben Franklin Museum https://vimeo.com/77151783
  36. 36. 1 Challenge 2 Recognition 3 Delight/Surprise 4 Puzzle Solving 5 Tracking 6 Cooperation 7 Competition 8 Creation 9 Collection 10 Altruism
  37. 37. Creation is the emphasis on teaching visitors to use tools to make something. The joy of the experience doesn’t come from a specific plot but rather applying the new tools. An open structure can allow outcomes not originally intended as well.
  38. 38. SIM CITY / Freeplay concept
  39. 39. COLLECTIONS / Field Museum
  40. 40. 1 Challenge 2 Recognition 3 Delight/Surprise 4 Puzzle Solving 5 Tracking 6 Cooperation 7 Competition 8 Creation 9 Collection 10 Altruism
  41. 41. Collection captures the feeling of ‘wanting it all.’ It works well with finite options and achievements and can be motivated by social status markers like leaderboards.
  42. 42. MAYA BURIAL GROUND / Ben Franklin Museum https://vimeo.com/44055613
  43. 43. 1 Challenge 2 Recognition 3 Delight/Surprise 4 Puzzle Solving 5 Tracking 6 Cooperation 7 Competition 8 Creation 9 Collection 10 Altruism
  44. 44. Altruism is the feeling we get when we pay-it forward or do something for someone else. It’s the belief that the well-being of others can actually improve yourself (even if it is expected.)
  45. 45. ICE BUCKET CHALLENGE
  46. 46. CANARY’S CALL/ National Aviary, Pittsburgh, PA https://vimeo.com/76477232
  47. 47. 1 Challenge 2 Recognition 3 Delight/Surprise 4 Puzzle Solving 5 Tracking 6 Cooperation 7 Competition 8 Creation 9 Collection 10 Altruism
  48. 48. Challenge Recognition Delight/Surprise Puzzle Solving Tracking Cooperation Competition Creation Collection Altruism + Reciprocity + Scarcity + Personalization + Authority + Social Proof + Consistency
  49. 49. Challenge Recognition Delight/Surprise Puzzle Solving Tracking Cooperation Competition Creation Collection Altruism + Reciprocity + Scarcity + Personalization + Authority + Social Proof + Consistency
  50. 50. 8 MAJOR TAKE-AWAYS • Not all gamfication means creating a game • Personalization and ability to relate is key • Consider the social compact of museums • Use persuasion to create urgency • It’s important to extend the story - be it digitally or physically • Design interactives that provide a variety of experiences • Use technology as a tool, not as a solution • Don’t be afraid to look outside of museums
  51. 51. Thank you. BRAD BAER | BLUECADET @Craftedaction / @Bluecadet brad@bluecadet.com

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