Gameful Design: Creating Passionate Customers and Coworkers
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The document discusses gameful design and how it can be used to create passionate customers and coworkers through intrinsic motivation. It advocates designing systems that allow users to experience competence through meaningful challenges, autonomy through meaningful choices, and relatedness through a sense of community. Rather than using extrinsic motivators like rewards that can be corrupted, the document argues for focusing on supporting users' innate psychological needs for competence, autonomy, and relatedness through gameful systems that encourage exploration, mastery, benign transgression, and mutual care. The goal is to move away from shallow extrinsic motivations and instead create truly meaningful experiences that cultivate passion.
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Gameful Design: Creating Passionate Customers and Coworkers
- 1. gameful design creating passionate customers and co-workers Sebastian Deterding (@dingstweets) Innovation Lab Denmark, Copenhagen, June 20, 2013 c b
- 2. 1 what?
- 3. We are all game designers
- 12. Story Rules, challenges Free, safe play space Shared toy objects Goals Feedback
- 14. Fitness
- 15. Finance
- 16. Sustainability
- 17. Activism
- 18. Education
- 19. work
- 20. Life
- 21. The blueprint (still) points Tracking, Feedback badges Goals, surprise leaderboards Competition incentives Rewards
- 22. 2 Why?
- 23. Motivation
- 24. A BShift #1 from Utility & Usability ...
- 25. …to Motivation
- 26. …and enjoyment
- 27. Buy! From transaction to interaction Upload! Comment! Tag! Digg! Forward! Invite! Bookmark! Retweet! Share! Add friend! Design! Mark as Spam! Like! Answer! Vote! Register Now! Subscribe! Shift #2
- 28. New markets health self- improvement eco/green Shift #3
- 30. From extrinsic to intrinsic Shift #5
- 36. Earn 1,000,000,000,000 points Score: 964,000,000,000,000 (You rock!)
- 40. What intrinsic motivation drives passionate users?
- 41. Pop Quiz! The product is awesome! The company is awesome! The experience is awesome! A B C
- 42. Pop Quiz! The product is awesome! The company is awesome! The experience is awesome! A B C
- 43. Pop Quiz! I am awesome! D
- 44. Better X Better user of X* * aka »competence«
- 45. Teresa M.Amabile »This pattern is what we call the progress principle: of all the positive events that influence inner work life, the single most powerful is progress in meaningful work.« the progress principle (2012: 76)
- 46. Teresa M.Amabile »Truly effective video game designers know how to create a sense of progress for players within all stages of the game. Truly effective managers know how to do the same for their subordinates.« the progress principle (2012: 88)
- 47. Raph Koster »Fun is just another word for learning.« a theory of fun for game design (2005)
- 48. Raph Koster »Fun from games arises out of mastery. It arises out of comprehension. It is the act of solving puzzles that makes games fun. With games, learning is the drug.« a theory of fun for game design (2005)
- 51. Edward Deci,RichardRyan »An understanding of human motivation requires a consideration of innate psychological needs for competence, autonomy, and relatedness.« the what and why of goal pursuit (2000)
- 52. 3 how?
- 53. 1 competence
- 54. Autonomy2
- 55. relatedness3
- 56. competence1
- 58. Raph Koster »Fun is just another word for learning.« through interesting challenges a theory of fun for game design (2005)
- 59. Goals ...
- 60. + Rules ...
- 63. = Experiences of competence
- 64. Earn 1,000,000,000,000 points Score: 964,000,000,000,000 (You rock!) feedback without mastery
- 65. Danger Stand in the user’s way
- 66. Ticket For ticket, drag red dot through labyrinth
- 67. Level 2 Ticket For ticket, drag red dot through labyrinth
- 68. Core challenge of E-Mail? • Maximum output? • Correct, polite, actionable? • Prioritized? • Fast answers? • Check less often? • Inbox Zero?
- 69. Priorotization
- 70. Inbox Zero
- 71. Procrastination
- 72. find the right challenge Principle #1
- 74. Structured flow of goals Principle #2
- 79. »flow« Difficulty Skill/Time anxiety boredom flow: the psychology of optimal experience Mihaly Csikszentmihalyi
- 81. Autonomy2
- 83. Heeter et al. 2011, Mollick & Rothbard 2013
- 84. Johan Huizinga »First and foremost, all play is a voluntary activity.« homo ludens (1938/1950: 7)
- 85. Edward Deci,RichardRyan »An understanding of human motivation requires a consideration of innate psychological needs for competence, autonomy, and relatedness.« the what and why of goal pursuit (2000)
- 88. feedback perceived as controlling thwarts autonomy motivation perceived as informing supports competence + – Deci & Ryan 2012
- 89. …vs.Quality andVariety Principle #1 safe from consequence
- 94. »Reward« intrinsically * With more utility, mastery, autonomy, meaning, relatedness Principle #4
- 95. things to play with Principle #5
- 96. KarsAlfrink »So when designing tools for play, underspecify!« a playful stance (2008)
- 100. relatedness3
- 101. »You look especially lovely tonight.« http://www.flickr.com/photos/beigeinside/50122570/ »Now I feel like you’re just doing it for the points.« Danger
- 102. DonaldT.Campbell »The more a quantitative social indicator is used for social decision-making, the more subject it will be to corruption pressures and the more apt it will be to distort and corrupt the social processes it is intended to monitor.« assessing the impact of planned social change (1976)
- 104. http://www.rasmusen.org/x/images/pd.jpg reframing as strategic action Danger
- 105. creates myopic focus
- 106. So you also played EcoChallengeTM?
- 107. …vs.Quality and Varietycreates side effects
- 111. Who decides how this is used
- 112. http://www.flickr.com/photos/docentjoyce/3138887652 lived values of exploration ...
- 117. »It is the nature of a fun community to care more about the players than about the game. ... We are having fun. We are caring. We are safe with each other. This is what we want.« Bernie de Koven the well-played game (1978: 19-20)
- 118. Edward Deci,RichardRyan »An understanding of human motivation requires a consideration of innate psychological needs for competence, autonomy, and relatedness.« the what and why of goal pursuit (2000)
- 119. model the values you wish to see. Principle #3
- 120. http://www.dailymail.co.uk/news/article-2047684/Dangerous-drivers-silent-treatment-Venezuela-employs-mimes-traffic-police.html “the spirit of the rules”
- 121. in summary
- 122. in an age of motivation ...
- 124. …to Intrinsic motivations ... http://www.flickr.com/photos/areyoumyrik/308908967
- 125. to create passionate customers and coworkers. I am awesome!
- 126. Earn 1,000,000,000,000 points Score: 964,000,000,000,000 (You rock!) Instead of shallow progress wars...
- 127. create systems to master,
- 128. …and a free space to play ...
- 129. …that are truly meaningful.
- 130. …vs.Quality and Varietydon’t just set up rule systems:
- 131. model the community values you wish to see.