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Towards Optimizing Place Experience using Design Science Research and Augmented Reality Gamification

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Nikolche Vasilevski

The presentation was given at the Australasian Simulation Congress 2019 at Gold Coast. The presentation summarises the broader study, which the paper published at the congress proceedings is a part of. https://www.researchgate.net/publication/335400755_Towards_Optimizing_Place_Experience_Using_Design_Science_Research_and_Augmented_Reality_Gamification

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1 Nikolche Vasilevski, James Birt Towards Optimizing Place Experience using Design Science Research and Augmented Reality Gamification
2 What determines whether adding game-like elements increases sense of place, and how the designers optimize for successful outcomes? Study statement?
3 Place …location that has a meaning…* * (Tuan 1979; Ryden, 1993)
4 Sense of Place (SoP) *(Canter, 1991; Jorgensen & Stedman, 2001; S. M. Low, 1992; Ryden, 1993; Shamai, 1991; Tuan, 1979, Hausmann et al. 2016 ,Bowser et al. – 2013, Dempsey & Burton, 2012, Phillips, 1996) psychological bond between human beings and a physical location* affective conativecognitive Place attachment Place identity Place dependence SoP
5 Service Marketing S-D Logic (Vargo and Lusch, 2004, Vargo et al., 2010) Service package model Resources Value Service (system)
• service systems that generate gameful experiences, where the core service is providing hedonic experiences, and enabling service is the interaction with the player. (Huotari and Hamari, 2016) • …service systems, in that they constitute a combination of both operand and operant resources, which are integrated to develop an offer (value proposition) to potential users. (Warnaby and Medway, 2015, p. 417) Games as service systems Places as service systems 6 GAMIFICATIONS-D Logic
7 Defining Gamification Gamification refers to a process of enhancing a service with affordances for gameful experiences in order to support users’ overall value creation. (Huotari & Hamari, 2016) Gamification is the use of game design elements in non-game contexts. (Deterding et al., 2011) Gamification as a process… (Werbach, 2014)
8 Micro-location and Gamification Vasilevski N, Brand J, Birt J: Analysing micro-location beacon gamification: scenarios, types and characteristics. In: Proceedings of the 30th Australian Conference on Computer-Human Interaction, pp. 484-489. ACM, New York (2018). http://dx.doi.org/10.1145/3292147.3292210
9 Augmented Reality (Milgram & Kishino, 1994)Simplified representation of a "virtuality continuum" 1) It combines real and virtual content 2) It is interactive in real time 3) It is registered in 3D (Azuma, 1997)
Study Design Design science 10 • Design science research methodology (Hevner et al., 2004) Iteration 1 Iteration 4
11 “ I like the simplicity of it, and it’s clear.... it seems like it would be easy to use and that anyone could use it. ”
12 Research Framework“ I thought this app conducted a very interesting tour of the artwork and I definitely would not have taken time to appreciate this artwork otherwise. ”
13 “ It is simple to operate but very interesting, because it is just like a game. ”
14 “ Without the app I wouldn't know where to start with looking at the artwork and I wouldn't know what they mean or the history of the artwork or the artists. It was enjoyable, informative and engaging. ”
15 https://nikvasi.com/corriganwalkapp/

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Towards Optimizing Place Experience using Design Science Research and Augmented Reality Gamification

  • 1. 1 Nikolche Vasilevski, James Birt Towards Optimizing Place Experience using Design Science Research and Augmented Reality Gamification
  • 2. 2 What determines whether adding game-like elements increases sense of place, and how the designers optimize for successful outcomes? Study statement?
  • 3. 3 Place …location that has a meaning…* * (Tuan 1979; Ryden, 1993)
  • 4. 4 Sense of Place (SoP) *(Canter, 1991; Jorgensen & Stedman, 2001; S. M. Low, 1992; Ryden, 1993; Shamai, 1991; Tuan, 1979, Hausmann et al. 2016 ,Bowser et al. – 2013, Dempsey & Burton, 2012, Phillips, 1996) psychological bond between human beings and a physical location* affective conativecognitive Place attachment Place identity Place dependence SoP
  • 5. 5 Service Marketing S-D Logic (Vargo and Lusch, 2004, Vargo et al., 2010) Service package model Resources Value Service (system)
  • 6. • service systems that generate gameful experiences, where the core service is providing hedonic experiences, and enabling service is the interaction with the player. (Huotari and Hamari, 2016) • …service systems, in that they constitute a combination of both operand and operant resources, which are integrated to develop an offer (value proposition) to potential users. (Warnaby and Medway, 2015, p. 417) Games as service systems Places as service systems 6 GAMIFICATIONS-D Logic
  • 7. 7 Defining Gamification Gamification refers to a process of enhancing a service with affordances for gameful experiences in order to support users’ overall value creation. (Huotari & Hamari, 2016) Gamification is the use of game design elements in non-game contexts. (Deterding et al., 2011) Gamification as a process… (Werbach, 2014)
  • 8. 8 Micro-location and Gamification Vasilevski N, Brand J, Birt J: Analysing micro-location beacon gamification: scenarios, types and characteristics. In: Proceedings of the 30th Australian Conference on Computer-Human Interaction, pp. 484-489. ACM, New York (2018). http://dx.doi.org/10.1145/3292147.3292210
  • 9. 9 Augmented Reality (Milgram & Kishino, 1994)Simplified representation of a "virtuality continuum" 1) It combines real and virtual content 2) It is interactive in real time 3) It is registered in 3D (Azuma, 1997)
  • 10. Study Design Design science 10 • Design science research methodology (Hevner et al., 2004) Iteration 1 Iteration 4
  • 11. 11 “ I like the simplicity of it, and it’s clear.... it seems like it would be easy to use and that anyone could use it. ”
  • 12. 12 Research Framework“ I thought this app conducted a very interesting tour of the artwork and I definitely would not have taken time to appreciate this artwork otherwise. ”
  • 13. 13 “ It is simple to operate but very interesting, because it is just like a game. ”
  • 14. 14 “ Without the app I wouldn't know where to start with looking at the artwork and I wouldn't know what they mean or the history of the artwork or the artists. It was enjoyable, informative and engaging. ”