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Kevin Richardson - "Changing Behavior with Positive Reinforcement: Speed Camera Lottery & Beyond"

Our world is full of negative reinforcement and punishment for a job done poorly. Games teach us that positive reinforcement works better for creating most kinds of behavior change and adherence. What about in the real world? How can we leverage those behavior-modification lessons from games and apply them to our world to improve outcomes and get the best out of people? Internationally-renowned designer Kevin Richardson will share his vision for inspiring change through Gamification based on his experience and case studies, including his work designing the sensational “Speed Camera Lottery” in Sweden.

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Kevin Richardson - "Changing Behavior with Positive Reinforcement: Speed Camera Lottery & Beyond"

  1. 1. Changing Human Behavior through fun…. KEVIN RICHARDSON
  2. 2. Movies, Games, Fun—  Movies to games—  Outdoor guy with an indoor job—  Volkswagen’s The Fun Theory Contest—  FT Challenge: Can you change human behavior for the better through fun?
  3. 3. World’s Deepest Trash Can
  4. 4. 1. Will Children Pick Fruit over Candy if colorfully wrapped?
  5. 5. 2. Will People Stand in a safe Place at Bus and Train Stops if its Fun?
  6. 6. 3. Will People Slow Down if its Fun To Do?
  7. 7. The Speed Camera Lottery
  8. 8. Elements of this Idea—  Story Problem (is it one I/we care about?)—  Backstory (what happened before this idea?)—  Protagonist’s Concern (winning, driving safely)—  Antagonist (government, the system, time)—  Obstacle/Inhibitor Character Concern (cynicism)—  Story Limit (time or an event – what’s the urgency?)—  Story Outcome (What if we do nothing?)—  Ironic Story Premise/Twist
  9. 9. Key Learnings—  Irony is good, and arbitrary (Blake Snyder)—  Reality is a great work of fiction that can be changed—  Each person is a protagonist at the center of a story—  We need to engage and activate individuals in a physical way – not just push a button or write a check
  10. 10. World Premiere
  11. 11. Big Ideas & who we’re engaging—  The world is a great work of fiction…—  Change the fiction (trash, stairs, driving, and now toilet seats)—  Can game, fun, or story-fication be applied successfully to problems beyond what’s novel, and entertaining?—  We looked at past problems, What about the future?
  12. 12. The Future
  13. 13. What’s the problem?—  Bill Nye – USC—  Rape: At Least 12 People Watched Girl Gang-Raped & Did Nothing—  Beating: Dozens of people witnessed it. Several people filmed it. Nobody helped.—  What’s the difference between Ignorance and Apathy?
  14. 14. Can we engage people using fun, story and games with real problems?—  Somali Refugee Camps – starvation—  Plastic Gyres – destroying sea life—  Destruction of the rainforest – animals, medicine…—  Overpopulation – limited resources—  Global warming…—  These are BIG problems, and therefore opportunities
  15. 15. Story, Game, Fun—  Can SGF be used on big problems to—  …engage and activate?—  …involve people physically—  …put people at the center—  …actually solve some of these problems along the way?
  16. 16. Why We Give—  I feel compassionate towards people in need—  I feel fortunate and want to give something back to others—  I want to give back to my community—  Someone I know has been personally affected by the cause—  It makes me feel good about myself—  I want to set a good example for my family—  Allows me to give back to a community that has provided support to me—  I want to feel Im not powerless in the face of need and can help
  17. 17. What if…
  18. 18. What if…
  19. 19. What if…
  20. 20. What if…
  21. 21. What if…
  22. 22. What if…
  23. 23. Less of this
  24. 24. More of this
  25. 25. Since the world’s a great work of fiction….