Game On: How McDonald's Designed A Successful, Addictive Learning Game | Learning Technologies 2015
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What does gaming mean inside a business? What happens when you make a game and ask people to play it? Everyone’s talking gaming, so City & Guilds Kineo shares McDonald's Elearning Age Award Winning game. If you missed this seminar, our presenters will be conducting a live webinar with LSG on February 26th. Find out more: http://hubs.ly/y0t-HB0
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Game On: How McDonald's Designed A Successful, Addictive Learning Game | Learning Technologies 2015
- 1. 1 Game on – Tips for great design Paul Welch – Head of Learning Technology Innovation Paul Westlake - Solutions Consultant
- 2. 2 What is a ‘Game’ “an activity that one engages in for amusement” “a form of competitive activity played according to rules” “A game is structured playing, usually undertaken for enjoyment and sometimes used as an educational tool”
- 3. 3 What makes something a game? • Skills / Knowledge, Strategy or Luck (or a Mix of all three) will play a part in being successful Requires Skill • Has an agreed Structure / Rules which allows all possible outcomes at the beginning but Clearly Defines The End Goal so a Winner can be identified Rules • It’s something that is Voluntary, Enjoyable and has an Element of Competition to it Competition • Requires players to Make Choices based on the changing game environment in an effort to achieve the games’ goal Choices
- 5. 5 What makes a game a good game? AN ENTERTAINING,ENGAGING EXPERIENCE ITS EASY TO LEARN AND PLAY BUT NOT NECESSARILY EASY TO MASTER IT LEVERAGES HUMAN NATURE - COMPETITION, SOCIALISING, ACHIEVEMENT/STATUS, LEARNING/MASTERY AND SO ON IT OFFERS SOMETHING NOVEL OR NEW
- 7. 7 Training • The key challenge faced was how to train 91,000 UK crew members as quickly and effectively as possible • Training must not to impact customer service and reputation • Till training – technical and dry – how can it be brought alive, made exciting? Options • Shoulder-to-shoulder training - too slow, expensive, would impact the business and customer service • Elearning was a possibility, but that only delivered the theory - McDonald’s wanted something more than that and something different The solution • Very short initial elearning module – covering why the change and basic till function • Online game Challenge – a new till system for
- 8. 8 Why choose a gaming approach? • Key objective was to provide learning that people want to do • Fun, engaging, memorable, tap into people’s competitive nature • Employees predominantly from the ‘Net Generation’ (85% under 29 years old) • Provides a safe practice environment – multiple attempts encouraged • Allows a realistic, scenario based approach
- 10. 10 5 Tips to Getting started in Game Design • It is all about winning • Tell me a story • Let me choose • How steep is that curve ? • Just keep giving
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- 16. 16 Improving performance through learning and technology
Notas do Editor
- There is a lot of noise in the industry at the moment around ‘Gamification’ – Is it just flavour of the month, do games really have a place in learning? Done correctly, as part of a blended solution, a game can be absolutely the right thing to do – Let’s have a look at why…
- Surely, gamification is just a fad, a ‘nice extra’ piece of fun we can offer staff for participation – Almost a reward bolted on the end of a compliance piece that you have forced the learner to sit through… Like a parent bribing a child to do their homework… “If you just do this now, I’ll get you a treat” The critics of Gamification are usually hung-up on this first definition – It’s just a bit of fun – They have images of it being childish, not ‘professional’ But looking at the other definitions may point us in a different direction:
- All games are based around a number of key components: Goals – Something you are trying to achieve, the anticipated outcome Rules – A method you should follow – a guideline Challenge – A bid to overcome something, to achieve something ‘better’ Interaction - is a kind of action that occurs as two or more objects have an effect upon one another – I do this, and something happens over here… Many of our desired outcomes from designing a piece of learning, be it for face-to-face or elearning are very similar to these: We are trying to teach the user how to achieve something greater than they could achieve without the learning, working within a set of guidelines, using interaction to help the learning process. So, in some cases, Gamification can be a good fit in a blend… Let’s take a look at one company that found that out, almost be accident, that games CAN work, and then we will share some tips on how to get started in game design. But first, let’s play…
- Was that a good game?! Maybe not, but is certainly was: voluntary enjoyable a bit of luck, with some strategy clearly defined rules and players making choice What would have made us a GOOD game? It would be more ENTERTAINING,ENGAGING EXPERIENCE ITS EASY TO LEARN AND PLAY BUT NOT NECESSARILY EASY TO MASTER IT LEVERAGES HUMAN NATURE - COMPETITION, SOCIALISING, ACHIEVEMENT/STATUS, LEARNING/MASTERY AND SO ON IT OFFERS SOMETHING NOVEL OR NEW Let’s take a look at one example of where a game was used by a company to do exactly that: Entertain, present a challenge, encourage competition and also be new and novel for their staff.
- The world’s largest restaurant chain – more than 34,000 restaurants across 119 countries In the UK employ 91,000 staff across 1230 restaurants, serving 2.5 million customers on a daily basis
- …When you hear or think ‘Games’ PS4 and XBOX comes to mind. Games don’t have to be multi-million budget productions with wizzy 3D environments… Who played PACMAC or Mario in the past – Simple design, but the game feel, the challenge, was spot on.
- McDonald’s needed quick and efficient way to let staff practice on a new till system Online game approach taken Little shoulder-to-shoulder training been needed Most successful online tool McDonald’s UK have ever launched despite no marketing or launch campaign Excellent results been achieved for business and game continues to be big hit
- Intro….
- It’s not about whether you win or lose, it’s about how you play the game”, said the person who came second. It’s about winning, we all know that. We have a natural desire to win, whether that’s beating others or our own best records or targets. Tap into this natural desire for competition in your game designs. Make sure it’s clear what winning means, and what it’s going to take to do exactly that… Benchmark at the Start We often design game-based learning with an opening diagnostic or healthcheck. This can show you how you rate or rank against your peer group, or directly against others in your team who’ve done the same. That implies a competition immediately. Build up healthy competition For the quiz design work we did for a client, we recorded high scores and shared them on a leaderboard. For competitive sales teams, this worked well to get healthy competition going.
- Storytime Effective scenario-based games have a narrative. They’re not just about perfecting a rote activity. They’re the best kind of stories too, ones in which the learner/gamer is the hero. So invest in the storyline - build out the characters and create episodes with tension, rising climax, and resolution. Can you get through the difficult interview, or the client meeting from hell? Getting to the end should feel like its own reward (you can also throw in some other rewards too, as you’ll see.) For our work with a professional services firm, we created a fully branching video simulation. You need to interview a candidate. Asking pointless questions will cost you in time, and points.
- So many choices For a game to feel real, learners have to be able to make choices, real choices, and have real consequences. This is where simulations and scenarios part company with your standard multiple choice set of questions. Choices have to push the action forward and have an outcome, e.g. customer more/less happy, more likely/less likely to buy from you. But make sure the universe of choices are complete (e.g. make sure there isn’t something that people would really want to do, but isn’t covered in the choice set). The outcome of your decisions in a game must also have a direct and immediate bearing on score. Are you getting closer or further away from completing and winning? There’s a fatal moment in lots of our game-based simulations and scenarios where it’s all over and you’ve got to rewind to the start and try again. It’s frustrating - but it’s supposed to be. Don’t be afraid of making it just maddening enough for the gamer to want more
- Watch the learning curve If you want people to play, replay, and demonstrate improvement that’s transferrable to the job, you need to ramp up the challenge in line with people’s performance. Design increasingly harder levels - but you need to find the right step-ups. Too dramatic an increase can cause failure and sap away at motivation. The McDonald’s Till Game gets harder the better you get - we did this by asking the learner to begin by taking some simple orders, but as the learner advances through the levels the orders become increasingly more complex. In the later levels the learner is racing against the clock to place large orders from customers who change their minds at the last minute, which also include some of the less common items from the menu. For one of our Kineo Pacific clients we used a diffused assessment approach. At key moments throughout the course we quizzed the learner and used their scores to configure a final assessment. For those achieving ‘in game’, we offered a simpler path through to completion, but getting things wrong lead to a more complex assessment, allowing us to strike the right balance between challenge and capability at all times.
- Reward as you go Coupled with the above, you gotta give a little to the players on the way. Gradual reward, powering up to the next level, unlocking hidden levels - this is all the currency of game designers. In corporate game-based learning, an overall win is a delayed gratification; you need to provide rewards and recognition on the way. It’s also sharable for bragging rights among peers. For McDonald’s Till Game, we included various bonus points, badges and multipliers, including a perfect score bonus, and 3 right actions in a row. We also include gaming options to help you manage your choices as rewards, e.g. lifelines, time machine features. This helps a lot with playability and can contribute towards prizes.
- Games are fun… Fun changes human behavior positively. Interactive play increases alertness Learning long-term memory Gamification, in the right context, shouldn’t be seen as a fad – Used well, it can provide amazing results. Thanks…