This document discusses gamification and how it can increase end-user engagement. It begins by defining gamification and outlining common challenges with end-user engagement, such as inactivity in loyalty programs and low adoption of enterprise software. It then discusses how gamification works based on psychological principles like status, rewards, and achievement. Examples are given of how gamification has increased user comments, time on site, and employee engagement for other companies. Finally, practical examples are described for applying gamification to learning, project management, and metadata tasks in SharePoint.
4. Content
What is Gamification and End-User engagement
The challenges of End-user engagement
Gamification in detail
From zero to hero with Gamification, practical
examples of Gamification
#ProductivityDay
6. Common challenges with
End-User engagement
Let’s have a look at some numbers
Customers:
• 54% are inactive in loyalty programs
• 69% don’t use online communities
Employees:
• 50% don’t fully adopt to enterprise software
• 88% don’t use social enterprise software
#ProductivityDay
Source: Badgeville – Gamification platform provider
7. Common challenges with
End-User engagement
Some common problems with Information portals
• High bounce rates: Users have a look and do not
return to the site
• Low adoption: Users rarely visit and use the sites
• Differentiation: most intranet sites look the same ->
Boring
• Too few or negative referrals: People do not talk
about the sites or give negative feedback
• No click-throughs: Users do not react to e-mails
which contain “Deep links”
#ProductivityDay
8. Common challenges with
End-User engagement
The Technology acceptance model
External
variables
Perceived
usefulness
Simple
To use
Personal
attitude
Intention
to use
Actual
system use
The Gamification influence point!
Source: Technology Acceptance Mocel (TAM) by Fred Davis 1985
#ProductivityDay
9. Gamification in detail
Why does this work?
The SAPS principle
Hyper available feedback loops
The FLOW state
Practical examples for Gamification in a
SharePoint environment
#ProductivityDay
10. Why does this work
People have fundamental desires for:
• Status
• Reward
• Achievement
• Self-Expression
• Competition
• Altruism
#ProductivityDay
11. Does this really work?
World class companies have introduced Gamification
imperatives and have measured the following improvements
on different user behavior levels:
• 500% increase in user comments and activity in the Intranet
• 140% increase time on site
• 600% gain in shop clicks
• 2000% surge in social sales
• 60% increase in Employee engagement
• 250% growth in training compliance
Source: Five key engagement imperatives whitepaper by Badgeville
#ProductivityDay
12. What’s the “beef”?
When more people participate, you can…
• improve collaboration
• improve individual motivation
• speed up the learning process
• improve system / content analytics
• Last but not least, predict End-User behavior!
#ProductivityDay
13. The SAPS rewarding
principle
S for Status: Bragging rights about a certain status.
A for Access: Giving privileged access to users. For instance
VIP lanes in nightclubs.
P for Power: Giving “power” over other users in the system.
For example forum moderation.
S for Stuff: Tangible objects to win. Freebies, goodies, etc.
Rewards to drive End-User motivation!
#ProductivityDay
14. Hyper available feedback
loops
• A player is always aware of the current progress
within the game
• A player is always aware of the next steps ahead
and how to get there
• A player always knows if she or he performs well
• A player can use this information to bring his or
her skills to the next “level”
#ProductivityDay
15. The FLOW state
• Achieving of FLOW – The players state between anxiety
and boredom, meeting his own motivational level in that
experience.
Source: The FLOW theory by Mihaly Csikszentmihalyi
#ProductivityDay
16. The FLOW state
Some examples when being in a FLOW state
• While driving a car during high traffic
• While playing an exciting game
• While fly fishing
• While doing sports
• While listening to music we love
• Etc.
When we are in a FLOW state, we are in the most productive
state on the current task at hand!
#ProductivityDay
17. The FLOW state
In FLOW state we…
• focus and our senses are sharp and clear
• do not feel at all self conscious
• forget all worries and anxieties entirely
• experience a sense of full control
• feel time differently
• find the current activity intrinsically rewarding
• experience a merge of action and awareness
#ProductivityDay
18. Practical examples of
Gamification in SharePoint
Use case eLearning
Use case Project management
Use case Metadata
#ProductivityDay
19. Use case eLearning
Track and visualize earned skills of employees
Use hyper available feedback loop principle
to visualize and bring transparency to progress
Use leader boards for status and badges for
reward
Give access to “advanced” content after
reaching a certain level
Create tutorials for newbies, to learn about
company related information
Use avatars to express progress and allow
individualization
#ProductivityDay
21. Use case Project
management
Gamify time and task reporting for project
members
Give rewards for completed tasks / user stories /
whole projects
Visualize project progress
Past, present, Future
My progress, team progress
Use hyper available feedback loop principle to
boost project performance
#ProductivityDay
23. Use case metadata in
SharePoint
Status through metadata
Metadata Hero! 30 percent of all documents
uploaded have high quality metadata
Metadata Superhero! All uploaded documents
have high quality metadata
Metadata Rockstar! Filled in all documents with
metadata in a teamsite
Metadata Archaeology! Sent feedback about
term sets to the portal team
Metadata Flashmobber! Termsets have been
extended by the user directly
#ProductivityDay