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Workshop:
Actionable Gamification
  For: eBay   By: Yu-kai Chou
Guild Leader:Yu-kai Chou
Early Pioneer of Gamification with 10 Years of
Experience
Co-Founder of RewardMe and many other
gamification companies; Partner at Spark Solutions
Regular Speaker/Lecturer at Stanford University,
Google, Conferences,VC Gatherings
Gamification Consultant/Advisor for Startups and
Fortune 500s
Started career as a passionate eBay Seller
Games?
Games?



         Entertainment Software Association (2012)
Games?

    Average Gamer: 35 Years Old
   68% Gamers Over 18 Year Old
      47% Gamers are Women
More Adult Women than Under 18 Male
                        Entertainment Software Association (2012)

                        Source: Entertainment Software Association (2012)
What is Gamification?




Game Elements   Non-Game (Boring) Context
The Magic
Kids nowadays have bad work ethics?
          No Discipline?
The Magic
Waking up behind parents’ back 3AM in the
morning to level up = AMAZING work ethics
The Magic
   In Role-Playing Games (RPG), Leveling up often
involves killing the same monsters in the same stage
       over and over again for hours or weeks
The Magic
Gamers call this “grinding.”
  It’s Fun & Addicting.
The Magic
In the real world, this is called Grunt
    Work. It’s Boring & Torturous.
The Magic
If games can get kids to voluntarily do hours of
   secret grunt work, it can get anyone to do
                    anything.
The Magic
(IF well designed)
“Human-Focused Design”
•   As opposed to “Function Focused Design”

•   System that is designed to optimize for the
    motivations and feelings of the human inside

•   ...instead of assuming the people within are robots
    that will complete the task




                           vs
Example: FoldIt
Example: FoldIt




15 Year AIDS Problem solved in 10 Days
Example: Opower
Example: Opower




Over 1 Terawatt ($120M) of energy savings
Example: Autodesk
Example: Autodesk




 Increase Trial Usage by 40% and
     Conversions by 15%
Global Movement
Gartner predicts 70% of Fortune 500 will use
           Gamification by 2014
Except...
Gartner also predicts 80% of the gamified apps
          will fail due to bad design
The Cause
Agencies and individuals claim to be experts at
      whatever is the new “Buzzword”
The Cause
Everyone focuses on PBLs (Points, Badges &
             Leaderboards)

         Points    Leaderboards

                            Badges
The Cause
Similar to “Social Media Marketing” 3 years ago
The Cause
Similar to “Social Media Marketing” 3 years ago




  Real SMM is not simply creating a Twitter
         Profile and Facebook Page
The Cause
Beginning with “game mechanics” instead of
             the Core Drives
Bad Game Designer
We need swords...where can they go? Oh yes, monsters. Of
course! We need cows! And friends that can fertilize crops!

            +         +         +         = ????
Bad Game Designer
We need swords...where can they go? Oh yes, monsters. Of
course! We need cows! And friends that can fertilize crops!

            +         +         +         = ????




A game can have all the right “game
elements” but still be stupid/boring.
Bad Game Designer
  We need swords...where can they go? Oh yes, monsters. Of
  course! We need cows! And friends that can fertilize crops!

              +         +         +         = ????




In fact, ALL games have “game elements”
  but most games suck and are losers.
Bad Game Designer
  We need swords...where can they go? Oh yes, monsters. Of
  course! We need cows! And friends that can fertilize crops!

              +         +         +         = ????




Only a few well-designed games achieve
  the status of Winning & Addicting
Good Game Designer
How do I want my users to FEEL? Inspired? Proud? Scared?
Good Game Designer
How do I want my users to FEEL? Inspired? Proud? Scared?
Good Game Designer
How do I want my users to FEEL? Inspired? Proud? Scared?




     Hmm, Okay. What game elements do I need in
           order to accomplish that goal?

              ?         ?         ?         ?
Good Game Designer
How do I want my users to FEEL? Inspired? Proud? Scared?




Game Elements are a means to an
    end, not an end in itself
Good Gamification does not
 start with Game Elements but
starts off with our Core Drives
-Narrative            -Beginners Luck          -Milestone Unlock
       -Points                          -Elitism              -Free Lunch              -General’s Carrot
       -Badges                          -Humanity Hero        -Chosen One              -Real-Time Control
       -Fixed Action Rewards                                                           -Chain Combos
       -Leaderboard                                                                    -Instant feedback
       -Progress Bar                                                                   -Boosters
       -Quest Lists                                                                    -Blank Fills
       -Win Prize                                                                      -Step-by-Step Tutorial
       -High-Five
       -Crowning                                       Meaning
       -LevelUp Symphony
       -Aura Effect
       -Juicy Feedback
       -Boss Fights                Accomplishment             Empowerment
                                                                                             -Friend Invites
                                                                                             -Social Treasure/Gifting




                               Break Time
-Virtual Goods                                                                               -Envy




                                 Octalysis
-Build from Scratch                                                                          -Group Quest
-Collection Set                                                                              -Touting
-Dangling                       Ownership                                    Social
-Earned Lunch                                                               Pressure         -Bragging
-Learning Curve                                                                              -Must Marketing
-Protection                                                                                  -Thank-You Economy
-Recruitment                                                                                 -Mentorship
-Monitoring                                                                                  -Social Prod
-Avatar                            Scarcity                   Unpredictability


                                                                                        -Glowing Choice
     -Appointment Dynamics                             Avoidance                        -MiniQuest
     -Fixed Intervals                                                                   -Visual Storytelling
     -Prize Pacing                                                                      -Easter Eggs
     -Options Pacing                                                                    -Random Rewards
     -Patient Feedback                                                                  -Sudden Tips
     -Count Down                                                                        -Rolling Rewards
     -Throttles                                                      -Grounded          -Mischief
                                  -Sunk-Cost Tragedy                 -Scarlet Letter
     -Moats                                                                             -Sudden Rewards
                                  -Lost Progress                     -Visual Grave      -Suspense
                                  -Guilting                          -Weep Tune
Is Gamification for eBay?
             ?




Game Elements
eBay is already a Top eCommerce
    Gamification Case Study
“eBay is addicting!”
Tons of “strategy guides” to
      play the game
And people trying to
 game the system
eBay is ingrained with GREAT
gamification activities at its core.




 Why neglect that for UI/UX?
The question is not “if”
        Gamification

   IF
The question is not “if”
        Gamification

   IF                 HOW




The question is “how.”
-Narrative            -Beginners Luck          -Milestone Unlock
       -Points                         -Elitism              -Free Lunch              -General’s Carrot
       -Badges                         -Humanity Hero        -Chosen One              -Real-Time Control
       -Fixed Action Rewards                                                          -Chain Combos
       -Leaderboard                                                                   -Instant feedback
       -Progress Bar                                                                  -Boosters
       -Quest Lists                                                                   -Blank Fills
       -Win Prize                                                                     -Step-by-Step Tutorial
       -High-Five
       -Crowning                                      Meaning
       -LevelUp Symphony
       -Aura Effect
       -Juicy Feedback
       -Boss Fights               Accomplishment             Empowerment
                                                                                            -Friend Invites
                                                                                            -Social Treasure/Gifting
-Virtual Goods                                                                              -Envy




                                   Octalysis
-Build from Scratch                                                                         -Group Quest
-Collection Set                                                                             -Touting
-Dangling                      Ownership                                    Social
-Earned Lunch                                                              Pressure         -Bragging
-Learning Curve                                                                             -Must Marketing
-Protection                                                                                 -Thank-You Economy
-Recruitment                                                                                -Mentorship
-Monitoring                                                                                 -Social Prod
-Avatar                           Scarcity                   Unpredictability


                                                                                       -Glowing Choice
     -Appointment Dynamics                            Avoidance                        -MiniQuest
     -Fixed Intervals                                                                  -Visual Storytelling
     -Prize Pacing                                                                     -Easter Eggs
     -Options Pacing                                                                   -Random Rewards
     -Patient Feedback                                                                 -Sudden Tips
     -Count Down                                                                       -Rolling Rewards
     -Throttles                                                     -Grounded          -Mischief
                                 -Sunk-Cost Tragedy                 -Scarlet Letter
     -Moats                                                                            -Sudden Rewards
                                 -Lost Progress                     -Visual Grave      -Suspense
                                 -Guilting                          -Weep Tune
Meaning

Left       Accomplishment    Empowerment
                                                 Right
Brain                                            Brain
           Octalysis
        Ownership                      Social
                                      Pressure


           Scarcity          Unpredictability


                      Avoidance
White Hat Gamification

                          Meaning

               Accomplishment    Empowerment




               Octalysis
            Ownership                      Social
                                          Pressure


               Scarcity          Unpredictability


                          Avoidance




                                 Black Hat Gamification
-Elitism
                                                             -Staying in touch with friends
                                                             -Stalking                        -Sharing whatever you want
-Completed Profile
-More friends                                                                                 -TONS of Facebook games
-Increased likes and comments                                                                 -Instant feedback of friends “liking”
-Aura Effect                                         Meaning

                                          Accomplishment       Empowerment



                                                                               Social
                                       Ownership
                                                                              Pressure
                                                     GScore: 448                                                    -Friend Invites
                                                                                                                    -Conformity
-Build from Scratch                                                                                                 -Social Prod
-Photos/Profiles                                                                                                     -Social Treasure
-Friends                                  Scarcity             Unpredictability                                     Group Quests
-Memories                                                                                                           -Touting
-Protection                                                                                                         -Envy
-Recruitment
-Earned lunch
-Monitoring                                          Avoidance


                  -Inner Circles                                                                    -Glowing Choice
                  Note: (Early                                                                      -MiniQuests
                  Facebook has                                                                      -Refreshing Content
                  HIGH scarcity                                                                     -Suspense
                  score with certain
                  universities only)

                                                                -Scarlet Letter
                                                                -Sunk Cost Tragedy
-Farm getting Bigger & Better                                 -No higher meaning besides being a farmer
           -Difficult badges for sorts of crops
           -Reward Loops
                                                                                                                 -Allows the ability to “paint” with
                                                                                                                 your farm

                                                                 Meaning

                                                 Accomplishment            Empowerment                                              -Leaderboard
                                                                                                                                    -Group Farming
                                                                                                                                    -Free Social Gifts
-Ownership of Farm                                                                                                                  -Neighbors
-Virtual Goods




                                                 Octalysis
                                            Ownership

                                                            Octalysis Score: 414
                                                                                              Social
                                                                                             Pressure


                                                 Scarcity                   Unpredictability


                                                               Avoidance

                                                                                                        -Waiting for what’s next in the game



-Appointment Dynamics
-Milestone Unlock
-Real-money Only Crops                                                             -Avoid plants withering
-Free Social Gifts                                                                 -Avoid losing opportunities
-Season-based Gifts                                                                -Avoid Sunk-Cost Tragedy
-Leveling Up                                       -Saving the world of “Sanctuary”
       -Plot line                                         -Diablo II Legacy
       -4 Difficulties                                     -Help others
       -Skills
       -Gear                                                                                 -Massive Skill Combinations
                                                                                             -Different challenges each stage

                                                 Meaning

                                  Accomplishment            Empowerment

                                                                                                      -Multiplayer Game
-Characters                                                                                           -Friend gear and hours



                                   Octalysis
-Items                                                                                                -Mentoring
-Auction House
                                                                           Social
                               Ownership
                                                                          Pressure

                                             Octaylsis Score: 284

                                  Scarcity                   Unpredictability


                                                Avoidance

                                                                                                 -Storyline
                                                                                                 -Item Drops
                                                                                                 -Randomized Maps
                                                                                                 -Randomized Elites
                 -Item Drops                                                                     -Repetitive Plot
                 -Skill Sets                               -Item Durability
                                                           -Bottleneck
                                                           -Avoid Sunk-Cost Tragedy
-Follower Gain
   -Retweets                                                                             -Character Limit
   -Responses                                                -Microblogging Wave
                                                                                         -Witty/valuable content
   -Unique Information




                                                    Meaning
                                                                                               -Friends on Twitter
                                     Accomplishment           Empowerment                      -Followers
                                                                                               -Responses
                                                                                               -Companionship
                                                                                               -Thank You Economy



-Followers
                                  Ownership                                    Social
-Information
                                                                              Pressure
                                                Octalysis Score: 267



                                     Scarcity                  Unpredictability


                                                  Avoidance

                                                                                         -Interesting Tweets
                                                                                         -Surprising content
               -Fail Whale                                                               -Will someone respond?
               -Character Limit                                                          -Quick news
               -Follower Count
                                                               -Friend Loss
-Narrative            -Beginners Luck          -Milestone Unlock
       -Points                         -Elitism              -Free Lunch              -General’s Carrot
       -Badges                         -Humanity Hero        -Chosen One              -Real-Time Control
       -Fixed Action Rewards                                                          -Chain Combos
       -Leaderboard                                                                   -Instant feedback
       -Progress Bar                                                                  -Boosters
       -Quest Lists                                                                   -Blank Fills
       -Win Prize                                                                     -Step-by-Step Tutorial
       -High-Five
       -Crowning                                      Meaning
       -LevelUp Symphony
       -Aura Effect
       -Juicy Feedback
       -Boss Fights               Accomplishment             Empowerment
                                                                                            -Friend Invites
                                                                                            -Social Treasure/Gifting
-Virtual Goods                                                                              -Envy




                                   Octalysis
-Build from Scratch                                                                         -Group Quest
-Collection Set                                                                             -Touting
-Dangling                      Ownership                                    Social
-Earned Lunch                                                              Pressure         -Bragging
-Learning Curve                                                                             -Must Marketing
-Protection                                                                                 -Thank-You Economy
-Recruitment                                                                                -Mentorship
-Monitoring                                                                                 -Social Prod
-Avatar                           Scarcity                   Unpredictability


                                                                                       -Glowing Choice
     -Appointment Dynamics                            Avoidance                        -MiniQuest
     -Fixed Intervals                                                                  -Visual Storytelling
     -Prize Pacing                                                                     -Easter Eggs
     -Options Pacing                                                                   -Random Rewards
     -Patient Feedback                                                                 -Sudden Tips
     -Count Down                                                                       -Rolling Rewards
     -Throttles                                                     -Grounded          -Mischief
                                 -Sunk-Cost Tragedy                 -Scarlet Letter
     -Moats                                                                            -Sudden Rewards
                                 -Lost Progress                     -Visual Grave      -Suspense
                                 -Guilting                          -Weep Tune
1) Epic Meaning & Calling
   Part of something bigger than yourself
2) Development & Accomplishment
        Feeling Progress and Achievement




               !!
3) Expression of Creativity
       & Feedback
       The creator inside of us
4) Ownership & Possession
    The more you have, the more you want
5) Social Pressure
   Acceptance and Envy
6) Scarcity & Impatience
     The Grass On The Other Side




          !!
7) Unpredictability & Curiosity
           What kills the cat
8) Loss & Avoidance
The threat is stronger than the execution
-Narrative            -Beginners Luck          -Milestone Unlock
       -Points                         -Elitism              -Free Lunch              -General’s Carrot
       -Badges                         -Humanity Hero        -Chosen One              -Real-Time Control
       -Fixed Action Rewards                                                          -Chain Combos
       -Leaderboard                                                                   -Instant feedback
       -Progress Bar                                                                  -Boosters
       -Quest Lists                                                                   -Blank Fills
       -Win Prize                                                                     -Step-by-Step Tutorial
       -High-Five
       -Crowning                                      Meaning
       -LevelUp Symphony
       -Aura Effect
       -Juicy Feedback
       -Boss Fights               Accomplishment             Empowerment
                                                                                            -Friend Invites
                                                                                            -Social Treasure/Gifting
-Virtual Goods                                                                              -Envy




                                   Octalysis
-Build from Scratch                                                                         -Group Quest
-Collection Set                                                                             -Touting
-Dangling                      Ownership                                    Social
-Earned Lunch                                                              Pressure         -Bragging
-Learning Curve                                                                             -Must Marketing
-Protection                                                                                 -Thank-You Economy
-Recruitment                                                                                -Mentorship
-Monitoring                                                                                 -Social Prod
-Avatar                           Scarcity                   Unpredictability


                                                                                       -Glowing Choice
     -Appointment Dynamics                            Avoidance                        -MiniQuest
     -Fixed Intervals                                                                  -Visual Storytelling
     -Prize Pacing                                                                     -Easter Eggs
     -Options Pacing                                                                   -Random Rewards
     -Patient Feedback                                                                 -Sudden Tips
     -Count Down                                                                       -Rolling Rewards
     -Throttles                                                     -Grounded          -Mischief
                                 -Sunk-Cost Tragedy                 -Scarlet Letter
     -Moats                                                                            -Sudden Rewards
                                 -Lost Progress                     -Visual Grave      -Suspense
                                 -Guilting                          -Weep Tune
-Finished a listing
        -Feedback Score
                                                                -None (becoming an entrepreneur?)
        -Power Seller
        -eTRS
        -Sold!                                                                                      -Allows people to decide how they want to
                                                        Meaning                                     list to maximize profits



                                             Accomplishment       Empowerment



                                                                                                                    -Sellers forum/
                                                                                 Social
                                         Ownership                                                                  community
                                                                                Pressure
-Seller’s profile                                         eTRS
Customized selling
-Building a business empire
                                             Scarcity              Unpredictability


                                                        Avoidance
                              -Pay to play



                                                                                                              -How many bids
                                                                                                              -Final sell price
                                                                  -Losing money
                                                                  -Negative Feedback
4 Experience Phases of a Game




Treat a product as 4 different products
Phase 1: Discovery




Why would the user use my
  service to begin with?
Phase II: Onboarding




How do users learn the basic
  tools to play the game?
Phase III: Scaffolding




How to make the journey fun?
Phase IV: Endgame




How to keep the veterans motivated?
Level 2 Octalysis
            Design for All 4 Phases




Discovery    Onboarding   Scaffolding   Endgame
Level 2 Octalysis
        Design for All 4 Phases

            Break Time
Discovery    Onboarding   Scaffolding   Endgame
Gamification for eBay

1. Define: Business Metrics - Game Objective

2.Define: Users - Players

3.Define: Desired Actions - Win-State

4.Define: Metrics - Stats

5.Define: Incentives - Carrots
Phase I: Discovery

Discuss how people currently discover
the dashboard and WHY?
Discuss how you can make that more
interactive utilizing the 8 Core Drives
Phase II: Onboarding

Discuss how people currently learn
how to use the dashboard and WHY?
Discuss how you can make that more
interactive utilizing the 8 Core Drives
Phase III: Scaffolding

 Discuss why people currently would
 continue to sell on eBay.
 Discuss how you can make that more
 interactive utilizing the 8 Core Drives
Phase IV: Endgame

Discuss why powersellers continue to
sell
Discuss how you can make that more
interactive utilizing the 8 Core Drives
Level 2 Octalysis
        Design for All 4 Phases




Discovery   Onboarding   Scaffolding   Endgame
Level 2 Octalysis
        Design for All 4 Phases




Discovery   Onboarding   Scaffolding   Endgame
Beyond Level 2- the Long
 Journey of Gamification
Killers
 Socializers
Explorers
Achievers




               Discovery   Onboarding   Scaffolding   Endgame
Killers
Socializers
Explorers
Achievers




              Discovery   Onboarding   Scaffolding   Endgame
Thank You.
        Truly.
@yukaichou   Yukai@SolutionsBySpark.com

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5-Hour Gamification Workshop for eBay

  • 1. Workshop: Actionable Gamification For: eBay By: Yu-kai Chou
  • 3. Early Pioneer of Gamification with 10 Years of Experience Co-Founder of RewardMe and many other gamification companies; Partner at Spark Solutions Regular Speaker/Lecturer at Stanford University, Google, Conferences,VC Gatherings Gamification Consultant/Advisor for Startups and Fortune 500s Started career as a passionate eBay Seller
  • 5. Games? Entertainment Software Association (2012)
  • 6. Games? Average Gamer: 35 Years Old 68% Gamers Over 18 Year Old 47% Gamers are Women More Adult Women than Under 18 Male Entertainment Software Association (2012) Source: Entertainment Software Association (2012)
  • 7. What is Gamification? Game Elements Non-Game (Boring) Context
  • 8. The Magic Kids nowadays have bad work ethics? No Discipline?
  • 9. The Magic Waking up behind parents’ back 3AM in the morning to level up = AMAZING work ethics
  • 10. The Magic In Role-Playing Games (RPG), Leveling up often involves killing the same monsters in the same stage over and over again for hours or weeks
  • 11. The Magic Gamers call this “grinding.” It’s Fun & Addicting.
  • 12. The Magic In the real world, this is called Grunt Work. It’s Boring & Torturous.
  • 13. The Magic If games can get kids to voluntarily do hours of secret grunt work, it can get anyone to do anything.
  • 14. The Magic (IF well designed)
  • 15. “Human-Focused Design” • As opposed to “Function Focused Design” • System that is designed to optimize for the motivations and feelings of the human inside • ...instead of assuming the people within are robots that will complete the task vs
  • 17. Example: FoldIt 15 Year AIDS Problem solved in 10 Days
  • 19. Example: Opower Over 1 Terawatt ($120M) of energy savings
  • 21. Example: Autodesk Increase Trial Usage by 40% and Conversions by 15%
  • 22. Global Movement Gartner predicts 70% of Fortune 500 will use Gamification by 2014
  • 23. Except... Gartner also predicts 80% of the gamified apps will fail due to bad design
  • 24. The Cause Agencies and individuals claim to be experts at whatever is the new “Buzzword”
  • 25. The Cause Everyone focuses on PBLs (Points, Badges & Leaderboards) Points Leaderboards Badges
  • 26. The Cause Similar to “Social Media Marketing” 3 years ago
  • 27. The Cause Similar to “Social Media Marketing” 3 years ago Real SMM is not simply creating a Twitter Profile and Facebook Page
  • 28. The Cause Beginning with “game mechanics” instead of the Core Drives
  • 29. Bad Game Designer We need swords...where can they go? Oh yes, monsters. Of course! We need cows! And friends that can fertilize crops! + + + = ????
  • 30. Bad Game Designer We need swords...where can they go? Oh yes, monsters. Of course! We need cows! And friends that can fertilize crops! + + + = ???? A game can have all the right “game elements” but still be stupid/boring.
  • 31. Bad Game Designer We need swords...where can they go? Oh yes, monsters. Of course! We need cows! And friends that can fertilize crops! + + + = ???? In fact, ALL games have “game elements” but most games suck and are losers.
  • 32. Bad Game Designer We need swords...where can they go? Oh yes, monsters. Of course! We need cows! And friends that can fertilize crops! + + + = ???? Only a few well-designed games achieve the status of Winning & Addicting
  • 33. Good Game Designer How do I want my users to FEEL? Inspired? Proud? Scared?
  • 34. Good Game Designer How do I want my users to FEEL? Inspired? Proud? Scared?
  • 35. Good Game Designer How do I want my users to FEEL? Inspired? Proud? Scared? Hmm, Okay. What game elements do I need in order to accomplish that goal? ? ? ? ?
  • 36. Good Game Designer How do I want my users to FEEL? Inspired? Proud? Scared? Game Elements are a means to an end, not an end in itself
  • 37. Good Gamification does not start with Game Elements but starts off with our Core Drives
  • 38. -Narrative -Beginners Luck -Milestone Unlock -Points -Elitism -Free Lunch -General’s Carrot -Badges -Humanity Hero -Chosen One -Real-Time Control -Fixed Action Rewards -Chain Combos -Leaderboard -Instant feedback -Progress Bar -Boosters -Quest Lists -Blank Fills -Win Prize -Step-by-Step Tutorial -High-Five -Crowning Meaning -LevelUp Symphony -Aura Effect -Juicy Feedback -Boss Fights Accomplishment Empowerment -Friend Invites -Social Treasure/Gifting Break Time -Virtual Goods -Envy Octalysis -Build from Scratch -Group Quest -Collection Set -Touting -Dangling Ownership Social -Earned Lunch Pressure -Bragging -Learning Curve -Must Marketing -Protection -Thank-You Economy -Recruitment -Mentorship -Monitoring -Social Prod -Avatar Scarcity Unpredictability -Glowing Choice -Appointment Dynamics Avoidance -MiniQuest -Fixed Intervals -Visual Storytelling -Prize Pacing -Easter Eggs -Options Pacing -Random Rewards -Patient Feedback -Sudden Tips -Count Down -Rolling Rewards -Throttles -Grounded -Mischief -Sunk-Cost Tragedy -Scarlet Letter -Moats -Sudden Rewards -Lost Progress -Visual Grave -Suspense -Guilting -Weep Tune
  • 39. Is Gamification for eBay? ? Game Elements
  • 40. eBay is already a Top eCommerce Gamification Case Study
  • 42. Tons of “strategy guides” to play the game
  • 43. And people trying to game the system
  • 44. eBay is ingrained with GREAT gamification activities at its core. Why neglect that for UI/UX?
  • 45. The question is not “if” Gamification IF
  • 46. The question is not “if” Gamification IF HOW The question is “how.”
  • 47. -Narrative -Beginners Luck -Milestone Unlock -Points -Elitism -Free Lunch -General’s Carrot -Badges -Humanity Hero -Chosen One -Real-Time Control -Fixed Action Rewards -Chain Combos -Leaderboard -Instant feedback -Progress Bar -Boosters -Quest Lists -Blank Fills -Win Prize -Step-by-Step Tutorial -High-Five -Crowning Meaning -LevelUp Symphony -Aura Effect -Juicy Feedback -Boss Fights Accomplishment Empowerment -Friend Invites -Social Treasure/Gifting -Virtual Goods -Envy Octalysis -Build from Scratch -Group Quest -Collection Set -Touting -Dangling Ownership Social -Earned Lunch Pressure -Bragging -Learning Curve -Must Marketing -Protection -Thank-You Economy -Recruitment -Mentorship -Monitoring -Social Prod -Avatar Scarcity Unpredictability -Glowing Choice -Appointment Dynamics Avoidance -MiniQuest -Fixed Intervals -Visual Storytelling -Prize Pacing -Easter Eggs -Options Pacing -Random Rewards -Patient Feedback -Sudden Tips -Count Down -Rolling Rewards -Throttles -Grounded -Mischief -Sunk-Cost Tragedy -Scarlet Letter -Moats -Sudden Rewards -Lost Progress -Visual Grave -Suspense -Guilting -Weep Tune
  • 48. Meaning Left Accomplishment Empowerment Right Brain Brain Octalysis Ownership Social Pressure Scarcity Unpredictability Avoidance
  • 49. White Hat Gamification Meaning Accomplishment Empowerment Octalysis Ownership Social Pressure Scarcity Unpredictability Avoidance Black Hat Gamification
  • 50. -Elitism -Staying in touch with friends -Stalking -Sharing whatever you want -Completed Profile -More friends -TONS of Facebook games -Increased likes and comments -Instant feedback of friends “liking” -Aura Effect Meaning Accomplishment Empowerment Social Ownership Pressure GScore: 448 -Friend Invites -Conformity -Build from Scratch -Social Prod -Photos/Profiles -Social Treasure -Friends Scarcity Unpredictability Group Quests -Memories -Touting -Protection -Envy -Recruitment -Earned lunch -Monitoring Avoidance -Inner Circles -Glowing Choice Note: (Early -MiniQuests Facebook has -Refreshing Content HIGH scarcity -Suspense score with certain universities only) -Scarlet Letter -Sunk Cost Tragedy
  • 51. -Farm getting Bigger & Better -No higher meaning besides being a farmer -Difficult badges for sorts of crops -Reward Loops -Allows the ability to “paint” with your farm Meaning Accomplishment Empowerment -Leaderboard -Group Farming -Free Social Gifts -Ownership of Farm -Neighbors -Virtual Goods Octalysis Ownership Octalysis Score: 414 Social Pressure Scarcity Unpredictability Avoidance -Waiting for what’s next in the game -Appointment Dynamics -Milestone Unlock -Real-money Only Crops -Avoid plants withering -Free Social Gifts -Avoid losing opportunities -Season-based Gifts -Avoid Sunk-Cost Tragedy
  • 52. -Leveling Up -Saving the world of “Sanctuary” -Plot line -Diablo II Legacy -4 Difficulties -Help others -Skills -Gear -Massive Skill Combinations -Different challenges each stage Meaning Accomplishment Empowerment -Multiplayer Game -Characters -Friend gear and hours Octalysis -Items -Mentoring -Auction House Social Ownership Pressure Octaylsis Score: 284 Scarcity Unpredictability Avoidance -Storyline -Item Drops -Randomized Maps -Randomized Elites -Item Drops -Repetitive Plot -Skill Sets -Item Durability -Bottleneck -Avoid Sunk-Cost Tragedy
  • 53. -Follower Gain -Retweets -Character Limit -Responses -Microblogging Wave -Witty/valuable content -Unique Information Meaning -Friends on Twitter Accomplishment Empowerment -Followers -Responses -Companionship -Thank You Economy -Followers Ownership Social -Information Pressure Octalysis Score: 267 Scarcity Unpredictability Avoidance -Interesting Tweets -Surprising content -Fail Whale -Will someone respond? -Character Limit -Quick news -Follower Count -Friend Loss
  • 54. -Narrative -Beginners Luck -Milestone Unlock -Points -Elitism -Free Lunch -General’s Carrot -Badges -Humanity Hero -Chosen One -Real-Time Control -Fixed Action Rewards -Chain Combos -Leaderboard -Instant feedback -Progress Bar -Boosters -Quest Lists -Blank Fills -Win Prize -Step-by-Step Tutorial -High-Five -Crowning Meaning -LevelUp Symphony -Aura Effect -Juicy Feedback -Boss Fights Accomplishment Empowerment -Friend Invites -Social Treasure/Gifting -Virtual Goods -Envy Octalysis -Build from Scratch -Group Quest -Collection Set -Touting -Dangling Ownership Social -Earned Lunch Pressure -Bragging -Learning Curve -Must Marketing -Protection -Thank-You Economy -Recruitment -Mentorship -Monitoring -Social Prod -Avatar Scarcity Unpredictability -Glowing Choice -Appointment Dynamics Avoidance -MiniQuest -Fixed Intervals -Visual Storytelling -Prize Pacing -Easter Eggs -Options Pacing -Random Rewards -Patient Feedback -Sudden Tips -Count Down -Rolling Rewards -Throttles -Grounded -Mischief -Sunk-Cost Tragedy -Scarlet Letter -Moats -Sudden Rewards -Lost Progress -Visual Grave -Suspense -Guilting -Weep Tune
  • 55. 1) Epic Meaning & Calling Part of something bigger than yourself
  • 56. 2) Development & Accomplishment Feeling Progress and Achievement !!
  • 57. 3) Expression of Creativity & Feedback The creator inside of us
  • 58. 4) Ownership & Possession The more you have, the more you want
  • 59. 5) Social Pressure Acceptance and Envy
  • 60. 6) Scarcity & Impatience The Grass On The Other Side !!
  • 61. 7) Unpredictability & Curiosity What kills the cat
  • 62. 8) Loss & Avoidance The threat is stronger than the execution
  • 63. -Narrative -Beginners Luck -Milestone Unlock -Points -Elitism -Free Lunch -General’s Carrot -Badges -Humanity Hero -Chosen One -Real-Time Control -Fixed Action Rewards -Chain Combos -Leaderboard -Instant feedback -Progress Bar -Boosters -Quest Lists -Blank Fills -Win Prize -Step-by-Step Tutorial -High-Five -Crowning Meaning -LevelUp Symphony -Aura Effect -Juicy Feedback -Boss Fights Accomplishment Empowerment -Friend Invites -Social Treasure/Gifting -Virtual Goods -Envy Octalysis -Build from Scratch -Group Quest -Collection Set -Touting -Dangling Ownership Social -Earned Lunch Pressure -Bragging -Learning Curve -Must Marketing -Protection -Thank-You Economy -Recruitment -Mentorship -Monitoring -Social Prod -Avatar Scarcity Unpredictability -Glowing Choice -Appointment Dynamics Avoidance -MiniQuest -Fixed Intervals -Visual Storytelling -Prize Pacing -Easter Eggs -Options Pacing -Random Rewards -Patient Feedback -Sudden Tips -Count Down -Rolling Rewards -Throttles -Grounded -Mischief -Sunk-Cost Tragedy -Scarlet Letter -Moats -Sudden Rewards -Lost Progress -Visual Grave -Suspense -Guilting -Weep Tune
  • 64. -Finished a listing -Feedback Score -None (becoming an entrepreneur?) -Power Seller -eTRS -Sold! -Allows people to decide how they want to Meaning list to maximize profits Accomplishment Empowerment -Sellers forum/ Social Ownership community Pressure -Seller’s profile eTRS Customized selling -Building a business empire Scarcity Unpredictability Avoidance -Pay to play -How many bids -Final sell price -Losing money -Negative Feedback
  • 65. 4 Experience Phases of a Game Treat a product as 4 different products
  • 66. Phase 1: Discovery Why would the user use my service to begin with?
  • 67. Phase II: Onboarding How do users learn the basic tools to play the game?
  • 68. Phase III: Scaffolding How to make the journey fun?
  • 69. Phase IV: Endgame How to keep the veterans motivated?
  • 70. Level 2 Octalysis Design for All 4 Phases Discovery Onboarding Scaffolding Endgame
  • 71. Level 2 Octalysis Design for All 4 Phases Break Time Discovery Onboarding Scaffolding Endgame
  • 72. Gamification for eBay 1. Define: Business Metrics - Game Objective 2.Define: Users - Players 3.Define: Desired Actions - Win-State 4.Define: Metrics - Stats 5.Define: Incentives - Carrots
  • 73. Phase I: Discovery Discuss how people currently discover the dashboard and WHY? Discuss how you can make that more interactive utilizing the 8 Core Drives
  • 74. Phase II: Onboarding Discuss how people currently learn how to use the dashboard and WHY? Discuss how you can make that more interactive utilizing the 8 Core Drives
  • 75. Phase III: Scaffolding Discuss why people currently would continue to sell on eBay. Discuss how you can make that more interactive utilizing the 8 Core Drives
  • 76. Phase IV: Endgame Discuss why powersellers continue to sell Discuss how you can make that more interactive utilizing the 8 Core Drives
  • 77. Level 2 Octalysis Design for All 4 Phases Discovery Onboarding Scaffolding Endgame
  • 78. Level 2 Octalysis Design for All 4 Phases Discovery Onboarding Scaffolding Endgame
  • 79. Beyond Level 2- the Long Journey of Gamification
  • 80. Killers Socializers Explorers Achievers Discovery Onboarding Scaffolding Endgame
  • 81. Killers Socializers Explorers Achievers Discovery Onboarding Scaffolding Endgame
  • 82. Thank You. Truly. @yukaichou Yukai@SolutionsBySpark.com