2. How I play J
Strategic Designer:
Engagement, Interaction, Experience
PhD Enterprise Gamification:
Technology, Strategy, Design, Ethics
Business Advisor:
Corporate, Startups, Government
1
3. A set of gameful design patterns,
technologies and experiences that
enable an organisation to meet its
value creation objectives.
2
A definition
4. Design = Solving Wicked Problems
All design processes have the
same underlying principles.
Discipline. Empathy. Creativity.
Co-design. Prototyping.
Gamification design is no
different.
3
9. What do they have in
common?
A pressing need
A well-defined problem
Deep empathy
Compelling gameplay
Smart execution
8
10. Also applied to “not-so-wicked” problems!
Learning and development: interactive browser-based games & apps
9
Siemens Marriot
Education, knowledge, awareness, data capture
11. Product communication and awareness
10
McDonald’s channel to market strategy Qantas FF program awareness
Awareness, data capture, sales, partnerships
17. Behavioural and neuroscience in gamification –
Design for engagement, learning & participation
16
Prefrontal lobe
Logical thinking and
decision making
Dorsal Anterior
Cognition and planning
Premotor cortex
Sensory, movement,
action
Rostral Anterior &
Amygdala
Emotion and conflict
18. Not just fun and games
Gamification is an end-to-end socio-technical business system
Front End
Who is your
Hero?
Back End
Information
Systems
Back End
Management
Decision-making
& Integration
Front End
User Interface &
Experience
Organisation
Strategy
Value
Creation
17
19. Best practice design & implementation
You need a rigorous process (e.g. Gamification Design Sprint)
18
Seven Steps:
1. Systems model
2. Objectives
3. Empathy (Heroes)
4. Creative problem solving
5. Technology
6. Gamefulness
7. Prototyping
Ref: Raftopoulos 2014
20. Best practice design & implementation
You need a rigorous process (e.g. Gamification Design Sprint)
19
Seven Steps:
1. Systems model
2. Objectives
3. Empathy (Heroes)
4. Creative problem solving
5. Technology
6. Gamefulness
7. Prototyping
70% of ‘the problem’ gets solved between steps 1-4
*Playful, Creative, Innovative*
21. ‘Playful’ collaboration and co-creation
Building models of problems & solutions
20The Future of Work Knowledge Sharing
22. ‘Playful’ collaboration and co-creation
Engaging stakeholders in problem definition
21
Public Transport Learning & Development
23. ‘Playful’ collaboration and co-creation
Prototyping solution strategies
22
Process Improvement Performance Management
24. Gamification best practice
Visualise the problem, optimise solutions, then iterate!
23
1. Visual mapping of systemic
issues and their impact
2. Draw boundary conditions
around chunks of the problem
3. Identify where to best add a
gamification strategy
4. Deal with remaining issues
with other appropriate
strategies
25. Fall in love with the problem, not the solution
24
26. Capability: Set up your project for success
25
Design
Build internal design capability.
Technology
Select the optimal delivery
mechanism – don’t hero the tech.
Management
Develop a deep understanding of the
problem at the systemic level.
= light touch gamification strategy
27. Design
Build internal design capability.
“There was little structure and focus in the design process, we
ended up with a meaningless use of game mechanics.”
Strategic
Design
Selective
Gamefulness
Design Skills
Literacy
Customer
Focus
26
28. Technology
Select the optimal delivery mechanism – don’t hero the tech.
“Barriers were primarily with technology. I do not
believe vendor solutions are mature enough yet.”
Platform
Capability
System
Integration
Vendor
capability
Data Analytics
27
29. Management
Develop a deep understanding of the problem at the systemic level.
“I would have spent more time at the beginning looking at more game
thinking elements and fewer game mechanics.”
Establish a
Process
Stakeholder
Engagement
Strategic Focus Measurement
& Metrics
28
30. Multi-dimension is key for solution design
Lessons from Human-Computer Interaction &
User Acceptance of Information Systems Technology.
Do I want
to play?
Net Benefits
User Support
Engagement
Utility & Usability
Information Quality
System Quality
29
32. Summary recommendations
Next Gen Gamification
31
1. Understand the systemic drivers in your ecosystem
2. Build models – collaboration and co-design
3. Play with agile prototypes – prototype ‘Tiny Games’
4. Run a rigorous strategic design process – design sprint
5. Build internal capability – set up for success
6. Ethics matter!
33. Overall, focus on the
human experience
A pressing need
A well-defined problem
Deep empathy
Compelling gameplay
Smart execution
32
34. Don’t forget to play J
https://gamification-design-sprint.com 33
Dr. Marigo Raftopoulos
Strategic Innovation Lab
marigo@strategicinnovationlab.com