Rethink the Pink: Gamification Design and Gender
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What role does gender play in game and gamification design? Are your designs enabling inclusion, creativity or innovation, or are you reproducing the problems that you are trying to solve through design? This is a talk I gave at SXSW 2017.
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Rethink the Pink: Gamification Design and Gender
- 1. Rethink the Pink Gamification design & gender SXSW 2017 Marigo Raftopoulos PhD Strategic Innovation Lab @marigo #rethinkpink
- 2. Rethink the Pink Unconscious bias in design (lazy stereotypes) Negative impact on workplace performance: • Job satisfaction • Work tensions • Mistrust • Morale • Turnover
- 3. How well is this working for you? Engaged Disengaged Enrolled 20% 40% 40% Towers Perrin 2011; Gallup 2013; CEO Institute 2013
- 4. Not all game worlds are equal Learn from MMOGs for the future of work – BUT They are also microcosms of “reality” (unconscious design) Often perpetuate stereotypes & biased models of participation
- 5. Motivation is universal Performance differences are associated with gender, but not caused by gender itself Cultural and contextual obstacles and expectations; not capability related Gendered behavioural patterns contribute to a self fulfilling cycle Sex ≠ Gender (Biology Vs Sociology)
- 6. Being Human Agency, Action, Social, Mastery, Achievement, Immersion, Creativity, Escapism
- 7. Who are you designing for? Tactical and short term Play to the stereotype Design for conditioned response Improvement Strategic and long term Play to the potential Rethink and redesign for agency Innovation
- 8. Meet Audrey (aka “Zelli”) “The only thing that matters in the game is your skill. I can be anyone I want to be and do anything I want to do, and no one is going to use my age or gender against me.”
- 9. Lessons for the future of work (1) • In the future of work, capability and innovation will require a synthesis of multiple intelligence • Are we inadvertently creating ‘biased’ AI?
- 10. Lessons for the future of work (2) How do we rethink models of participation, reward and recognition through experience design for innovation?
- 11. Lessons for the future of work (3) How do we use new media culture to tap into our different personal identities of our inner worlds? i.e. Second Self, Gender Bending, etc. for deep insight & creativity
Editor's Notes
- We are not designing workplace and customer experiences very well Our assumptions about what motivates people are failing us all – men and women – more so women however
- We learn from games and game design elements These worlds were created with the #1 objective of engaging and motivating people to participate Our business systems are designed for efficiency and throughput – very different objectives and outcomes Military-industrial complex still dominates in all these design decisions (unconscious bias) See: highly sexualized and militarized avatars
- We all seek self actualisation Study after study tells us these same things, but we don’t seem to get it Entrenched mental models are the biggest barrier in design – our default position Yee’s research into preferences (self reporting not behavioural study) 43% didn’t have a primary motivation to play – but only 60% of variables were explained
- This is key in designing for better, targeted workplace and customer experiences Play to the stereotype and get a conditioned response – or – Play to the potential to develop agency
- Transcends gender stereotypes to get to the core human creativity – core problem here will be that we will pass design biases onto AI
- How do we use …..
- Explore our inner worlds that have been shunned from our public face for so long – humans don’t fit in a matrix or neat boxes, we’ve been hammered into them.