Gamification and growth hacking lecture 1 of 3

JOSE BERENGUERES & S. KAMAL
GAMIFICATION &
GROWTH HACKING
ENRICHMENT TRACK
JOSE BERENGUERES, Ph.D
SAJAD KAMAL, UBC, YC16
Follow us at @dr.jse

GAMIFICATION & GROWTH HACKING
KEYWORDS in TRENDS
First appeared online in the context of computer software in
2008,
[95][a]
2

Why do you need it?
3

Game time!
who can type first in the chat all the skills that
appear in the video
4

Build it and they will
come? True or False?
5

AGENDA
● Gamification & the Human mind
● Growth hacking & Startups
● Tips to grow like a unicorn
6

AGENDA
7

A
B
Spot the difference
8

Applications of GAM?
Examples where / when for to use GAM
- Apps / Games (Fortnite, Roblox)
- Teaching…. (Lego serious games TM)
- Medicine (MRI/pirates case, cancer therapy via
games)
- Team Performance (Golden circle, kudos wall)
- ...
9

Gamification in health
- Doug Dietz case 6:30
10

What is Gamification?
Gamification techniques leverage people's natural desires
for:
- socializing
- learning
- mastery
- status
- framing[21]
Chicago 1977 - men pitching pennies
11

Put six adults waitting in a
room with 6 pennies inside.
What will happen 99.99% of
the time?*
12

MATCH THE WORDS
GAME ELEMENT
Points
Badges
Leaderboards
Performance graphs
Meaningful stories
Avatars
Teammates
Use miro sticky notes
EXERCISE MATCH THE WORDS
PSYCHOLOGICAL NEED
Social approval
Desire to belong
Expression of identity
Status
Self improvement
Be better than peers
Need for purpose IN LIFE
13

Create a post i for each keyword
and match the post its.
14

Hierarchy of needs
(Maslow)
15

Hierarchy of needs
(Maslow)
16

Hierarchy of needs
(Maslow)
17

JOSE BERENGUERES & S. KAMAL 18

Match apps LinkedIn. Outlook.
Fb. tikTok. Snap. whatsapp. to
maslow
19

ARE CONSUMERS
RATIONAL?
https://youtu.be/9X68dm92HVI?t=753
Source: Dan Ariely. 4 minutes
20

ARE CONSUMERS
RATIONAL?
21

FASTER BETTER?
https://youtu.be/RS8R2TKrYi0?t=698
Source: Norton HBS
22

TRIGGERS & HABITS
- A habit can be broken down into 3 parts.
- 1. The Cue/trigger
- 2. The Routine
- 3. The Reward.
23
Source: Duhigg the Power of Habit

Starbucks loop
1. I’m bored in office (Cue).
2. I go to make a coffee (The Routine)
3. It makes me so damn happy… ( a bit of
walking/ritual/smell/hydration) (The Reward)
I was bored. I drink coffee. I’m not bored anymore (Cue,
Routine, Reward) That’s the habit loop. See also jobs to be
done theory.
24

Timing & habit forming
- What happens if reward is late?
- Can you give examples of this in
academia?
25

Cue design (signal strength)
Pepsodent’s real secret to creating a habit
was its mint ﬂavor. Unlike its peers,
Pepsodent created a craving in
consumers for the tingly feeling that
brushing teeth gave. C. Duhigg - Power of
habit.
26

Cue design (signal strength)
Pepsodent’s real secret to creating a habit
was its mint ﬂavor. Unlike its peers,
Pepsodent created a craving in
consumers for the tingly feeling that
brushing teeth gave. C. Duhigg - Power of
habit.
27

Cue design (position)
Before Febreze was a cleaning staple sold
at groceries across America, Procter &
Gamble declared it a dud and nearly
pulled it from shelves but...
28

Procter and Gamble originally advertised
Febreze to those they figured needed it
most: people who smoked or had multiple
pets.
But people who smelled bad were so
desensitized they often didn't realize it,
the researchers found. Because they
didn't realize they smelled bad, there was
no incentive for them to use Febreze.
29

Meanwhile, people who cleaned
regularly craved the reward of a fresh
smell at the end. Even if the room didn't
smell bad to begin with, they liked to
spray Febreze for the added fresh scent.
30

“nir eyals” game - identify the
main habit the cue and the reward
in the following apps / services
(tiktok, instagram -- distingusih
between creators and consumers
of content)
31

Dopamine
● Simon Sinek [minute 0 to 1:00]
● Dopamine system
32

Applications of GAM?
Examples where / when for to use GAM
- Apps / Games (Fortnite, Roblox)
- Teaching…. (Lego serious games TM)
- Medicine (MRI/pirates case, cancer therapy via
games)
- Team Performance (Golden circle, kudos wall)
- ...
33

Golden Circles
34

MAKE GOLDEN CIRCLE 15
minutes
35

ASSES GAMIFICATION IN YOUR
PROJECTS, propose three
elements 20 minutes
36

ANONYMOUS KUDOS WALL
FOR THE COURSE 15 minutes
37

What is Growth Hacking?Gamification
38

AGENDA
39

CASES / TIPS
● Pick up the top 10 best
ideas/cases from the slide an
make it in its oen 1/2 slide here…
same style as see earlier
● https://docs.google.com/document/d/1Zzvbx
dSpcjoUKNdfwpr5yCVRPSRJEvLf7hdPBku
gq2w/edit
40

AGENDA
41

AGENDA
● TODO….
● Workshop exercise to Appply what
tips to existing student project?
● Citationsy case
● Airbnb case (cereal entrepreneur)
● Duolingo (this messages dont
seem to be working so we will
stop) case FOMO case
● Dropbox MVP case
● THERANOS CASE
● Improve your own app/web case
42

AGENDA
Facebook growth hack scence
people dont go arround a tag with
their single status…
Buys his own ad.
Landing pages as an MVP
Amazon at the begining….
Outsorucing / why / how/
contentmarketing
43

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