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DesignSingapore Webinar
Drive your innovation
strategy with
gamification
Dr. Marigo Raftopoulos
July 2020
0
How I play J
Strategic Designer:
Engagement, Interaction, Experience
PhD Enterprise Gamification:
Technology, Strategy, Design, Ethics
Business Advisor:
Corporate, Startups, Government
1
A set of gameful design patterns,
technologies and experiences that
enable an organisation to meet its
value creation objectives.
2
A definition
Design = Solving Wicked Problems
All design processes have the
same underlying principles.
Discipline. Empathy. Creativity.
Co-design. Prototyping.
Gamification design is no
different.
3
4
However Gamification
is different
It’s in the approach
and mind-set to
problem solving
Next: 3 ‘games’ that
launched an industry…
Speed Camera Lottery
A different way of approaching a problem
Reinforce the positive
Re-Mission
Shifting mental models
Autonomy & empowerment
6
Fold-It
Distributed Intelligence
& Collaboration
Co-Creation
7
What do they have in
common?
A pressing need
A well-defined problem
Deep empathy
Compelling gameplay
Smart execution
8
Also applied to “not-so-wicked” problems!
Learning and development: interactive browser-based games & apps
9
Siemens Marriot
Education, knowledge, awareness, data capture
Product communication and awareness
10
McDonald’s channel to market strategy Qantas FF program awareness
Awareness, data capture, sales, partnerships
Loyalty programs
11
xxx
Sales conversion, awareness, data capture
Immersive customer experiences (and data!!)
12Experiences, knowledge, profiling, data capture
Process improvement
13Education, knowledge, engagement, data capture
It’s more than games
or game mechanics.
It’s a mindset.
14
However…
Humans-first design principles
Culture, values & desires as design drivers
15
Emotion
(Plutchik)
Desire
(Reiss)
Values
(Schwartz)
Culture
(Hofstede)
Experiences, interfaces, connection, autonomy
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
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
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
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*
‘Playful’ collaboration and co-creation
Building models of problems & solutions
20The Future of Work Knowledge Sharing
‘Playful’ collaboration and co-creation
Engaging stakeholders in problem definition
21
Public Transport Learning & Development
‘Playful’ collaboration and co-creation
Prototyping solution strategies
22
Process Improvement Performance Management
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
Fall in love with the problem, not the solution
24
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
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
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
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
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
Ethical considerations
Social engineering, data security, privacy,
surveillance, addiction
Dark design patterns
30
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!
Overall, focus on the
human experience
A pressing need
A well-defined problem
Deep empathy
Compelling gameplay
Smart execution
32
Don’t forget to play J
https://gamification-design-sprint.com 33
Dr. Marigo Raftopoulos
Strategic Innovation Lab
marigo@strategicinnovationlab.com

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Marigo Raftopoulos for DesignSingapore July 2020

  • 1. DesignSingapore Webinar Drive your innovation strategy with gamification Dr. Marigo Raftopoulos July 2020 0
  • 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
  • 5. 4 However Gamification is different It’s in the approach and mind-set to problem solving Next: 3 ‘games’ that launched an industry…
  • 6. Speed Camera Lottery A different way of approaching a problem Reinforce the positive
  • 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
  • 12. Loyalty programs 11 xxx Sales conversion, awareness, data capture
  • 13. Immersive customer experiences (and data!!) 12Experiences, knowledge, profiling, data capture
  • 15. It’s more than games or game mechanics. It’s a mindset. 14 However…
  • 16. Humans-first design principles Culture, values & desires as design drivers 15 Emotion (Plutchik) Desire (Reiss) Values (Schwartz) Culture (Hofstede) Experiences, interfaces, connection, autonomy
  • 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
  • 31. Ethical considerations Social engineering, data security, privacy, surveillance, addiction Dark design patterns 30
  • 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