This presentation was customized for our internal Expert panel meetings of UX-designers and digital Strategists. Sogeti Sweden

1. GAMIFICATION
a method, a toolbox and a mindset
KO Strategi 2016-09-16 @janbidner
KO UX 2016-09-26 @janbidner

2. GAMIFICATION
DESIGN
PATTERNS
END
RESULTS
HOW WE THINK
WHEN WE DESIGN
HOW WE PERCEIVE
THE END PRODUCT
IN
TEN
TION

3. What is strategy?
• External  marketing?
• Internal  engagement?
• Engagement strategies!
DIGITAL
…communication
…financial
…IT
…etc

4. LONG/SHORT TERM?
• CAMPAIGN
• LONG TERM PROCESS

5. STRATEGY = a long line of activities
planned in a careful/strategic manner!
LONG TERM PROCESS
CAMPAIGN
CAMPAIGN
CAMPAIGN
CAMPAIGN
CAMPAIGN
CAMPAIGN
CAMPAIGN

6. BEHAVIOUR DESIGN
• Design around people’s behavior
• Add meaningful layers to support
CORE ACTIVITIES CREATE NEW
BEHAVIOURS

7. GAMIFICATION is NOT…
• Badges and leaderboards
– Game components (not all games)
• Games
– Games uses gamification
• Achieving learning goals
– That’s e-learning and goal fulfillment…

8. GAMIFICATION IS…
• Changing behaviour!
• Triggering people to do things
• Creating addictive feedback structures:
– Social
– Competitive
– Achievement oriented
– Purposeful
– …

9. THE METHOD
• Game Design Thinking
”Think like a Game Designer”
”Something that people not just
can - but want to use”
HOW DO
WE ENGAGE?

10. THE TOOL(s)
• Player Type Analysis
• Core Drive mapping
• Game Mechanics
• User Journey
• Self DeterminationTheory
OCTA
LYSIS
USER
TYPES
HEXAD

11. THE MINDSET
• Wrap your mind around the “game” of a an
activity, a service or a product:
• What are the objectives?
• What are the possible moves?
• Who are the players?
• What are the Challenges?
• Also: Win-conditions, Rules, sub activities,
feedback and long term engagement and
motivation…

12. Sebastian Deterding

13. DESIGN AROUND THE
CORE ACTIVITY

14. Sebastian Deterding
MOTIVATION PROGRESS
FEEDBACK
IMMEDIATE
FEEDBACK
RULES
RESOURCES
GOAL
BUSINESS GOAL

15. FEEDBACK,
MEASUREMENTS & STRUCTURE
• Trigger short term engagement
• Build habits and long time engagement
• Long term engagement (find motivation)
LOTS OF
TOUCH-
POINTS!

16. SYSTEMS THINKING
”A BAD SYSTEM…”
”….ALWAYS BEATS A
GOOD USER”

17. Sebastian Deterding

18. Starting points?
• Ideation phase
What problems to solve?
Why we are doing this?
No service or application yet?
Context not completely locked?
• Improving/tweaking
Improving an existing but
”broken service”?
How can game design thinking
solve the problem? A set context!

19. THE CHALLENGE IN
ANY DIGITAL STRATEGY
• Not just getting people to USE the supporting services
• Getting people to WANT to use the supporting services!
HOW DO WE DO THAT?
• Designing the right services!
• That are aligned with the business goals!
• That solves people’s need!
• That supports peoples behavior!
• That are challenging in the right way!

20. ALWAYS START WITH
DESCRIBING BEHAVIOR
• Effect mapping

21. CURRENT PROJECTS
SSAB SPECIAL STEEL
(MICRO-LEARNING)
HUSQVARNA
FLEET MANAGEMENT
APP
(HEALTH/ENGAGEMENT)
NAVET SCIENCE CENTER
(VR/INNOVATION)
FUTURE OPERATION
CENTER
(DAY 2 DAY HEALTH)