Gamify Your Team Design Thinking
: Experimental Study on a Co-Evolution Theory of Team Design Thinking
Heejung Kwon, Ph.D. Candidate
School of Business, Yonsei University
Sat. 14. Dec. 2013.
One Conference Seoul 2013
>>Session EN2<< Product Design

Introduction
• Team design thinking within a digital ecology framework is one of the
most rapidly developing areas in design methodologies.
– It is highly combined to digital evolutions of technology, society, corporate
ideas, and human values following to them.
• Team design thinking for the co-evolution that is backed up by digital
networks and their complexity, requires a holistic approach to the
three convergence phenomena ;
– the convergence of users and creators, the convergence of markets, and
firms, and lastly the convergence of devices, and services.
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Research Background
• How the gamification method brings benefits to the design thinking,
especially when we design future interactive devices, and services?
• There are three major key components for interaction design; users,
context, and behaviors.
– Who will use the devices, and services?
– In what context including cultural, social, relational, physical, and
temporal variables, are they going to use?
– Finally what will they do with the devices, and service?
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Research Background
• Team design thinking or collaborative design thinking
– should merge both analytic and synthetic functions of cognitive
processes as a team, and it should build a design space, define design
problems, and finally deliver problem solving results.
• In this paper, we focus on two focal points of collaborative design
thinking
– “How it forms, and how it evolves.”
• In the process the “gamification” technique is adapted.
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Design Process
Problem
definition
Problem
Solution
An Analytic sequence in which the
designer determines all of the elements
of the problem and specifies all of the
requirements that a successful design
solution must have.
A synthetic sequence in which the
various requirements are combined and
balanced against each other, yielding a
final plan to be carried into
production.
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Game Rules
Invite
User
Unit 1
Invite
User
Unit 2
Visit
Invite
User
Unit 3
Visit
……
User
Unit 4
Visit
Visit
Sharing Memories & Peership learning
Synchronous(Inworld) vs. Asynchronous(SNS) Media Effects
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Social Game Proximity
Me
(Avatar)
Build Area
Friends Zone
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Agents on Design Thinking Platforms
Bridge Object
(Interface)
Idea Initiator
(Innovator)
Output Score
Output Numbers
Likes
Follows
Adaptor
Bridge
(Actor)
Output Score
Output Numbers
Likes
Follows
Diffusion of Innovation Model
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Narratives for Creativity
Bridge Object
(Interface)
Idea Initiator
(Innovator)
Make Stories()
reuse Stories()
Adaptor
Bridge
(Actor)
Make stories()
Reuse Stories()
Memory Sharing Mechanism
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Experimental Design for Participatory Modelling
Gamification Setting
- Manito Game
- Motivation
- Engagement
- Sharing Stories
Pinterest
ID from F
acebook
Design Thinking Toolkit for Interaction Design
- User
Pinboards
- Objects
- Context
Friend Zone
- Touch Point Design
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Collective Behaviors
• Collective memory
– has been defined as a reconstruction of the past that adapts images of
ancient facts to present beliefs (Halbwachs, 1992).
– more broadly, is part of a community’s “moral and intellectual framework”
(Schwartz, 2000: 8) and confers identity on individuals and groups alike
(Halbwachs, 1992). It is an active pursuit that allows “mnemonic
communities” to cohere and adapt (Misztal, 2003; Schwartz, 2000;
Wagner-Pacifici & Schwartz, 1991) and has been posited to be “a central,
if not the central, medium through which identities are constituted” (Olick
& Robbins, 1998: 133).
– Collective memory as an identity endurance.
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Methods : Gamification
•
The General Term
– Gamification has been widely used and adopted for service design [Gray, 2010;
Zichermann, 2011].
– It is an informal umbrella term for the use of game elements in non-gaming
systems to improve user experience(UX) and user engagement[Deterding,
2011].
– Gamification has been diversified its application areas from web, mobile, app
designs, and now to enterprise managements that utilize the techniques to
motivate, engage, and reward the firm participants for the better
performance[Kumar, 2013].
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Methods : Gamification
• Motivation by Curiosity
– The research installed Manito game for the basic rule of the participation.
Manito game is a longitudinal hide-and-seek in a positive coupling. All
members in the group select their manito in the group secretly. Everyone
shadows their manito on campus and on social media. They used
Facebook, Blogs, and Pinterest for their social media sharing.
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Methods : Gamification
• Engagement by Learning
– Weekly 33 participants have “Show & Tell” session about what they
observed, what they found, and what they designed for their secret
manito. While the show and tells, not only they learn about their manito
facts, but also they learn how other class mates observed, sketched, and
used social media, and get close to each other.
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Methods : Gamification
• Rewards of Intimacy
– As the participants belonged to three different faculties, environmental
design, fashion design, and digital media design, they heavily
communicated on social media. They visited each other’s pages, and
follow, like, comment, and were followed. They adopted such social
interaction as social rewards.
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Methods : Gamification
•
Gift Economy
– Gift economy is a typical game that exchanges the expectation, and rewards. It has no
monetary exchange systems while it utilizes the self-accumulation of give and take of
emotion.
– In contrast to a market economy, social norms and custom govern gift exchange, rather
than an explicit exchange of goods or services for money or some other commodity
[Kranton, 1996].
– Digital open innovation has been discoursed in terms of self-efficacy, and intrinsic
motivation that would result iterative engagements in empathic situations. In this
research, we magnified the participants’ motivation and engagement in the perspective
of emotional capitals, so that it clarified the agents’ behavior in parametric terms to
measure the significant substances.
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Methods : Gamification
Table 1. Simulation Group Workshop Procedures
Procedures
Phases
Workshop 1
Writing Personal Statement
Semantic Description
Workshop 2
Producing Personal Visual Identity
Visual Description
Workshop 3
Analyzing Friends’ Identity
Reproducing Friends’ Visual Identity
Composition
Workshop 5
Idea Sketches
Creation
Workshop 6
Cultural Probe Package Design
External Collaboration
Workshop 7
Service Architecture Design
Internal Collaboration
Workshop 8
Prototyping
Embodiments of Experience
Post Hoc
UX Innovativeness Evaluation
Design Thinking
Stages
Exploring
Workshop 4
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Tasks
Evaluation
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Reflective
Analytic
Synthetic
17

Bill Buxton(2007) Example
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Workshop Template
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Participants’ Outputs
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Sketches on Sketches
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Contextmappings & Prototypes
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Data Collection
Table 2. Post Hoc Evaluation Survey Questions
Criteria
5 Likert Scale Evaluation
Product Story
Does it explain the use cases and users well?
Sketch
Does it reveal the product/services characteristics, forms, and use situations well?
Digital Design
Does it produce digital representations in excellent skills?
Product/Service Character
Does it visualize the characteristics of product/service effectively?
Idea Presentation
Does it logically explain the intension, process, and outputs of design well?
Product/Service Attractiveness
Does it achieve the attractiveness of product/service in a desirable manner?
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One Way ANOVA Test
Sum of Squares
Pin*
Between Groups
df
Mean Square
176196.071
30
258343.515
32
3080.727
2
1540.363
4008.788
30
133.626
Total
7089.515
32
8.354
2
4.177
Within Groups
84.615
30
2.821
Total
92.970
32
244.521
2
122.260
821.115
30
27.371
1065.636
32
4078.605
2
2039.303
Within Groups
17733.455
30
591.115
Total
21812.061
32
Between Groups
Between Groups
Between Groups
Within Groups
Total
Following*
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Sig.
5873.202
Within Groups
Followers*
41073.722
Total
Comment
2
Within Groups
Like*
82147.445
F
Between Groups
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6.993
.003
11.527
.000
1.481
.244
4.467
.020
3.450
.045
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Model of Iterative Participants
Pin
Like
Iterative
Participations
Followers
Followings
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Conclusions
• Key Findings
– The iterative participation measurements by online usage are strong
empirical evidences that support the social media conventions of co-
creation is highly reliable user interfaces that encourage participants
continuous involvement.
– The iterative participation was highly correlated to co-creation activities,
and peer evaluations which mean digital values are initiated and formed
in co-evolution communities of the user group.
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