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Using product gamification to drive user engagement

Using product gamification to drive user engagement. Overview. 14 points up for grabs!. What is gamification ? Why gamification ? Principles of gamification Game mechanics Common gamification techniques The Psychology of gamification Player types and motivations

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Using product gamification to drive user engagement

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  1. Using product gamification to drive user engagement

  2. Overview 14 points up for grabs! • What is gamification? • Why gamification? • Principles of gamification • Game mechanics • Common gamification techniques • The Psychology of gamification • Player types and motivations • Why gamification fails • Gamification examples • Case Study – Autodesk trial conversion • InsideView-specific challenges • Gamification concepts

  3. What is Gamification? 1 Gamification is the use of game-thinking and game mechanics in a non-game context in order to improve user engagement, ROI, data quality, timeliness, and learning. … In particular for web sites and apps, means to encourage users to engage with the site or platform in specific desired behaviors.

  4. Why Gamification? 2 "if you can make something more fun, and include notions of play, you can get people to do things they otherwise might not want to do.” Gamification taps into our needs and desires: • We like to play • We like to be good at things(and have others see how good) • We like to see how we measure up against others(and have others see) • We like to win (and have others see)

  5. Why Gamification? 2

  6. Why Gamification? 2 Contrary to popular opinion, things that are enjoyable will be perceived as easy to use and efficient.

  7. What is gamification? 2 points

  8. User Motivations 3 Achievement Altruism Reward Self expression Loss aversion Status, competition and reputation

  9. Name three player motivations. 3 points

  10. Game Mechanics 4 Infinite Gameplay Levels Loss Aversion Lottery Ownership Points Progression Quests Reward Schedules Status Urgent Optimism Virality Achievements Appointments Behavioral Momentum Blissful Productivity Bonuses Cascading Information Theory Combos Community Collaboration Countdown Discovery Epic Meaning Free Lunch

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  12. Game Mechanics 4 Behavioral Game Mechanics • Solely focused on human behavior and the human psyche. • Uses the following to structure and stretch the accumulation of meaningful skills: Feedback Loops Progression

  13. Game Mechanics 4 Feedback Loops

  14. Game Mechanics 4 Engagement Loops – maximize engagement and reengagement

  15. List 3 common game mechanics. 3 points

  16. Common Gamification Techniques 5 achievements / badges levels leaderboards progress bars activity feeds avatars real-time feedback virtual currency gifting challenges and quests trophy case mini games within other activities

  17. What are two common gamification techniques? 2 points

  18. The Psychology of Gamification 6

  19. The Psychology of Gamification 6

  20. The Psychology of Gamification 6 Flow experience Challenging Progression Flow works when challenge = ability

  21. The Psychology of Gamification 6 How game mechanics relate to different psychology principles

  22. Player Types & Motivations 7

  23. Player Types & Motivations 7

  24. What are four types of players? 4 points

  25. Why Gamification Fails 8 It replicates UI elements to manipulate instead of utilizing game design elements to motivate a user. Points and trophies are not the elements that make games fun. Do you remember your high score in Call of Duty or Grand Theft Auto or Final Fantasy? Focus on extrinsic rewards and manipulating customer behavior undermine primary tenants of motivation.

  26. Gamification Examples 9 LinkedIn Progress Bar Two major flaws: It reaches 100%: the best progress bars continue to be viable well beyond 100 You have to complete the steps in order to progress

  27. Gamification Examples 9 LinkedIn Progress Bar Other flaws: Showing all options at once is overwhelming. Sequencing is very powerful. You don’t start a game with all the abilities and powers. Instead you slowly work up to more advanced challenges

  28. Gamification Examples 9 Progress Bar & Achievements

  29. Gamification Examples 9 Personalized setup Using: Pattern recognition Visual imagery Recognition over recall

  30. Gamification Examples 9 Leaderboard & Real-time notification

  31. Gamification Examples 9 Delight 66% more people than normal took the stairs

  32. Gamification Examples 9 Challenge

  33. Gamification Examples 9 Completion

  34. Gamification Examples 9 Quests

  35. Case Study – AutoDesk Trial 10 Quests / Missions

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  41. InsideView Challenges 11 Few examples and success stories of gamification of enterprise apps Most users experience product in mash--up, in context of doing other tasks Focus on positive reinforcement vs. negative reinforcement BUT Sales people are competitive by nature :D

  42. Concepts 12 Set-up Wizard / Progress bar Team Leader boards personal and team competition, recognition, status In-app and/or email Badges task completion content contributions Publish activity to chatter and activity stream e.g. team can see that you synced info, added connections, etc. Progressive tasks/quests for features that have yet to be accessed

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  45. Questions? Comments? Ideas?

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