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GAMIFICATION : FROM INTRODUCTION TO DESIGN Alireza Ranjbar SHourabi @ARSHourabi
@ARSHOURABI v Art of Light and Motion Game Studio – CEO v IGA – Co-Founder v Hamsaa – Gamification Designer (Social Networ...
PART 2 ABOUT DESIGN Alireza Ranjbar SHourabi @ARSHourabi
LET’S RECYCLE WITH JOY http://www.thefuntheory.com/bottle-bank-arcade-machine
WHERE DOES GAMIFICATION STAND? A very powerful TOOLKIT!
PERSUASIVE DESIGN
EXPERIENCE DESIGN
GROWTH HACK
GAMIFICATION NEEDS CREATIVITY SO MUCH TEDx Tokyo : Shimpei Takahashi
LET’S TALK ABOUT FRAMEWORKS OF DESIGNING A GAMIFICATION SOLUTION FOR A PROBLEM
FRAMEWORK
FRAMEWORK
MDA FRAMEWORK
MDA FRAMEWORK Mechanic Dynamic Aesthetic Interaction (Alone & Social) Player’s feelings during interaction
MDA FRAMEWORK
SIGHT (VERY POSSIBLE FUTURE)
STEPS : DESIGNING A GAMIFICATION SOLUTION 1) Understand Business objectives 2) Select and know Target behaviors 3) Knowing...
GAMIFICATION DESIGN IS AGILE DESIGN
STEP 1 : BUSINESS OBJECTIVES
ELEMENTS OF VALUE
STEP 2 : TARGET BEHAVIORS
FOGG BEHAVIOR MODEL
CREATING A GOOD HABIT WITH FUN
STEP 3 : KNOW YOUR PLAYER
BARTLE PLAYER TYPES Killer / Achiever / Socializer / Explorer
ACHIEVER
SOCIALIZER
EXPLORER
KILLER
THE FIFTH ELEMENT
THE PATH
HOW LONG WOULD YOU BE INTERESTED? http://www.thefuntheory.com/worlds-deepest-bin
STEP 4 : DESIGN ACTIVITY LOOPS
FEEDBACK EXAMPLE
FEEDBACK LOOP
ACTIVITY LOOP : ENGAGEMENT LOOP
THE SCIENCE BEHIND IT Dopamine for the brain Challenge Achievement Reward
SCAFFOLDING
FLOW THEORY Mihaly Csikszentmihalyi Being in the zone
VIRAL LOOP : SOCIAL ENGAGEMENT
GAMIFICATION IS NOT BAD BUT A DESIGN CAN BE VERY VERY BAD AND EVEN HARMFUL!
STEP 5 : ESSENTIAL FUN v Hard Fun v Easy Fun v People Fun v Serious Fun
JOBS CAN BE FUN “In every job that must be done, there is an element of fun. You find the fun and snap! The job’s a game.”...
WHAT DO WE CALL FUN ? Winning Problem-solving Exploring Chilling Teamwork Recognition Triumphing • Fun can (and should) be...
GAMES FOR HEALTH ?
STEP 6 : TOOLS AND TECHNICS v Gathering the data you need for design v Set the path for journey and narrative v Have some ...
FUNCTIONAL ANALYSIS
DESCRIBE VISUALLY
THERE ARE TIMES YOU NEED BEAUTIFUL WORK
THE NARRATIVE / JOURNEY
TWINE – GAME / INTERACTIVE STORY ENGINE
MOCKUPS TO SHOW HOW IT CAN WORK
THE NUMBERS / CALCULATIONS / SIMULATIONS
MACHINATIONS – JORIS DORMANS
THE DATA ANALYSIS – R STUDIO
ANACONDA – SPYDER 3 – PYTHON IDE
DATA DASHBOARD vData Driven Analysis vData gathering and mining vData visualization
GAMIFICATION PLATFORMS
GAMIFICATION PLATFORMS
GAMIFICATION PLATFORMS
GAMIFICATION PLATFORMS
GAMIFICATION PLATFORMS
CHANGING A BAD BEHAVIOR WITH FUN http://www.thefuntheory.com/speed-camera-lottery-0
FINAL HINTS v How to win with Gamification design ? v Matters of concern before design ! v Care for these after design ! v...
WIN THE GAMIFICATION IN 4 LEVELS Know your user Identify your mission Apply game mechanics 3M ­ Manage ­ Monitor ­ Measure...
BE CARFUL BEFORE GAMIFICATION v Legal and ethical v Business’ core problem v PMF v Actual game v Poor infrastructure v Dis...
TAKE CARE OF YOUR DESIGN v Disruptors v Policing the design v Administrator v System Operator v Use P in the SAPS v Solid ...
MAKE NO MISTAKE Mistake: Focus on Competition Mistake: No Clear Gamification Goals Mistake: Too Many Rewards Mistake: No M...
LET’S MAKE IT FUN TEDx Boston : Seth Priebatsch
REF + MORE READING v Gamification by Design – Gabe Zichermann & Christopher Cunningham v A Theory of FUN – Raph Koster v R...
NOT THE END THANKS FOR YOUR ATTENTION! Alireza Ranjbar SHourabi @ARSHourabi
Gamification from Introduction to Design (part2)
Gamification from Introduction to Design (part2)
Gamification from Introduction to Design (part2)
Gamification from Introduction to Design (part2)
Gamification from Introduction to Design (part2)
Gamification from Introduction to Design (part2)
Gamification from Introduction to Design (part2)
Gamification from Introduction to Design (part2)
Gamification from Introduction to Design (part2)
Gamification from Introduction to Design (part2)
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Gamification from Introduction to Design (part2)

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This is the second part of a 7-hour workshop in the spring of 2017 for an introduction toward design in gamification. For preparing people to be able to attend in gamification teams in their businesses to help the gamification designer in his path toward a wonderful design. Make sure to read part 1 before this one.

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Gamification from Introduction to Design (part2)

  1. 1. GAMIFICATION : FROM INTRODUCTION TO DESIGN Alireza Ranjbar SHourabi @ARSHourabi
  2. 2. @ARSHOURABI v Art of Light and Motion Game Studio – CEO v IGA – Co-Founder v Hamsaa – Gamification Designer (Social Network) v Tooska – Gamification Designer (Second Screen App) v ICONish – Gamification Designer (VAS App) vGamification Guru – Top 15 (Global Leaderboard) v Previously : v FANAP – Gamification Designer (Payment Solutions) v Faranesh – Gamification Designer (eCommerce-eLearning Campaigns)
  3. 3. PART 2 ABOUT DESIGN Alireza Ranjbar SHourabi @ARSHourabi
  4. 4. LET’S RECYCLE WITH JOY http://www.thefuntheory.com/bottle-bank-arcade-machine
  5. 5. WHERE DOES GAMIFICATION STAND? A very powerful TOOLKIT!
  6. 6. PERSUASIVE DESIGN
  7. 7. EXPERIENCE DESIGN
  8. 8. GROWTH HACK
  9. 9. GAMIFICATION NEEDS CREATIVITY SO MUCH TEDx Tokyo : Shimpei Takahashi
  10. 10. LET’S TALK ABOUT FRAMEWORKS OF DESIGNING A GAMIFICATION SOLUTION FOR A PROBLEM
  11. 11. FRAMEWORK
  12. 12. FRAMEWORK
  13. 13. MDA FRAMEWORK
  14. 14. MDA FRAMEWORK Mechanic Dynamic Aesthetic Interaction (Alone & Social) Player’s feelings during interaction
  15. 15. MDA FRAMEWORK
  16. 16. SIGHT (VERY POSSIBLE FUTURE)
  17. 17. STEPS : DESIGNING A GAMIFICATION SOLUTION 1) Understand Business objectives 2) Select and know Target behaviors 3) Knowing the user 4) Designing activity cycles and scaffolding 5) Considering FUN 6) Tools of design and implementation
  18. 18. GAMIFICATION DESIGN IS AGILE DESIGN
  19. 19. STEP 1 : BUSINESS OBJECTIVES
  20. 20. ELEMENTS OF VALUE
  21. 21. STEP 2 : TARGET BEHAVIORS
  22. 22. FOGG BEHAVIOR MODEL
  23. 23. CREATING A GOOD HABIT WITH FUN
  24. 24. STEP 3 : KNOW YOUR PLAYER
  25. 25. BARTLE PLAYER TYPES Killer / Achiever / Socializer / Explorer
  26. 26. ACHIEVER
  27. 27. SOCIALIZER
  28. 28. EXPLORER
  29. 29. KILLER
  30. 30. THE FIFTH ELEMENT
  31. 31. THE PATH
  32. 32. HOW LONG WOULD YOU BE INTERESTED? http://www.thefuntheory.com/worlds-deepest-bin
  33. 33. STEP 4 : DESIGN ACTIVITY LOOPS
  34. 34. FEEDBACK EXAMPLE
  35. 35. FEEDBACK LOOP
  36. 36. ACTIVITY LOOP : ENGAGEMENT LOOP
  37. 37. THE SCIENCE BEHIND IT Dopamine for the brain Challenge Achievement Reward
  38. 38. SCAFFOLDING
  39. 39. FLOW THEORY Mihaly Csikszentmihalyi Being in the zone
  40. 40. VIRAL LOOP : SOCIAL ENGAGEMENT
  41. 41. GAMIFICATION IS NOT BAD BUT A DESIGN CAN BE VERY VERY BAD AND EVEN HARMFUL!
  42. 42. STEP 5 : ESSENTIAL FUN v Hard Fun v Easy Fun v People Fun v Serious Fun
  43. 43. JOBS CAN BE FUN “In every job that must be done, there is an element of fun. You find the fun and snap! The job’s a game.” -- Mary Poppins
  44. 44. WHAT DO WE CALL FUN ? Winning Problem-solving Exploring Chilling Teamwork Recognition Triumphing • Fun can (and should) be designed • Fun can be challenging! • Appeal to different kinds of fun Collecting Surprise Imagination Sharing Role Playing Customization Goofing off
  45. 45. GAMES FOR HEALTH ?
  46. 46. STEP 6 : TOOLS AND TECHNICS v Gathering the data you need for design v Set the path for journey and narrative v Have some way for showing it to others v Calculate the numbers in play v Analyze the out come for refining the design
  47. 47. FUNCTIONAL ANALYSIS
  48. 48. DESCRIBE VISUALLY
  49. 49. THERE ARE TIMES YOU NEED BEAUTIFUL WORK
  50. 50. THE NARRATIVE / JOURNEY
  51. 51. TWINE – GAME / INTERACTIVE STORY ENGINE
  52. 52. MOCKUPS TO SHOW HOW IT CAN WORK
  53. 53. THE NUMBERS / CALCULATIONS / SIMULATIONS
  54. 54. MACHINATIONS – JORIS DORMANS
  55. 55. THE DATA ANALYSIS – R STUDIO
  56. 56. ANACONDA – SPYDER 3 – PYTHON IDE
  57. 57. DATA DASHBOARD vData Driven Analysis vData gathering and mining vData visualization
  58. 58. GAMIFICATION PLATFORMS
  59. 59. GAMIFICATION PLATFORMS
  60. 60. GAMIFICATION PLATFORMS
  61. 61. GAMIFICATION PLATFORMS
  62. 62. GAMIFICATION PLATFORMS
  63. 63. CHANGING A BAD BEHAVIOR WITH FUN http://www.thefuntheory.com/speed-camera-lottery-0
  64. 64. FINAL HINTS v How to win with Gamification design ? v Matters of concern before design ! v Care for these after design ! v Beware of the Mistakes !?
  65. 65. WIN THE GAMIFICATION IN 4 LEVELS Know your user Identify your mission Apply game mechanics 3M ­ Manage ­ Monitor ­ Measure Remember : Gamification is data driven
  66. 66. BE CARFUL BEFORE GAMIFICATION v Legal and ethical v Business’ core problem v PMF v Actual game v Poor infrastructure v Disastrous customer service
  67. 67. TAKE CARE OF YOUR DESIGN v Disruptors v Policing the design v Administrator v System Operator v Use P in the SAPS v Solid term of service
  68. 68. MAKE NO MISTAKE Mistake: Focus on Competition Mistake: No Clear Gamification Goals Mistake: Too Many Rewards Mistake: No Motivation Mistake: Misusing Points and Badges Mistake: Short-Term Thinking ­ Do : Choose a behavior built for long term ­ Do : Use variable interval rewards (operant conditioning) ­ Do : Add new elements over time
  69. 69. LET’S MAKE IT FUN TEDx Boston : Seth Priebatsch
  70. 70. REF + MORE READING v Gamification by Design – Gabe Zichermann & Christopher Cunningham v A Theory of FUN – Raph Koster v Reality is broken – Jane Mcgonigal v For the WIN – Kevin Werbach (Soon in Persian) v Art of Game Design : A book of Lenses – Jesse Schell (In Persian) v Game Mechanics : Advanced game design – Ernest Adams & Joris Dormans
  71. 71. NOT THE END THANKS FOR YOUR ATTENTION! Alireza Ranjbar SHourabi @ARSHourabi

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