My presentation from World Usability Day 2014 conference Budapest (hosted by UX Budapest).

1. GAMIFICATION BEYOND
GAMIFICATION
What UX designers can learn from games besides shiny badges?
CSERTÁN ÁKOS, UX MEETUP, BUDAPEST 2014

2. HELLO!
+ I’m a psychologist
+ No, I don’t know what you are
thinking about right now
+ I’m a UX Designer
+ All my pictures look awful

3. SO WHAT’S IT ALL ABOUT THEN?
1st
mention
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Source: Goolge Ngram Viewer

4. 1
1
1
1
1
+ 15,000
+ =

5. "I call it the law of the instrument, and it may be
formulated as follows: Give a small boy a hammer, and
he will find that everything he encounters needs
pounding."
Abraham Kaplan

8. PROBLEMS ARE WICKED

9. RADICAL BEHAVIORISM
Image by Craig Swanson

10. WHAT ARE GAMES ALL ABOUT?
Click on images of animated
people on the screen
Save the world from a
terrorist threat
THE MAGIC CIRCLE

11. DELICIOUS DOPAMINE

12. WHAT KEEPS ONE MOTIVATED?
AUTONOMY MASTERY PURPOSE
Be in control Get better
Something that
matters

13. WHAT KEEPS ONE MOTIVATED?
AUTONOMY MASTERY PURPOSE
Be in control Get better
Something that
matters

14. WHAT KEEPS ONE MOTIVATED?
AUTONOMY MASTERY PURPOSE
Be in control Get better
Something that
matters

15. FOGG BEHAVIOR MODEL
MOTIVATION
ABILITY
TRIGGER
ACTIVATION
TRESHOLD

16. FOGG BEHAVIOR MODEL
MOTIVATION
Be in control of
your health
ABILITY
ACTIVATION
Run every day TRESHOLD

17. FOGG BEHAVIOR MODEL
MOTIVATION
See more from the
world
ABILITY
ACTIVATION
Learn a language TRESHOLD

18. FOGG BEHAVIOR MODEL
MOTIVATION
Save lives
ABILITY
ACTIVATION
Fold proteins TRESHOLD

19. ACTION
REWARD
MOTIVATION
BASIC
ENGAGEMENT
LOOP

20. ACTION
REWARD
MOTIVATION
Pull lever -> Get cash ->
Want more cash
Add contact -> Feel more
connected -> Be more
connected

21. ACTION
REWARD
MOTIVATION
UPGRADE
UPGRADE LOOP

22. ACTION
REWARD
MOTIVATION
UPGRADE
Race -> Collect reward ->
Upgrade car -> Need
more cash
Contribute -> Get
reputation -> Unlock
features -> Get more
reputation

23. ACTION
REWARD
WAIT
MOTIVATION
UPGRADE
WAIT LOOP

24. ACTION
REWARD
WAIT
MOTIVATION
UPGRADE
Plant crops -> Wait for
crops to grow -> Collect
reward -> Build -> Need
more cash
Upload photo -> Wait for
likes -> Feel great ->
Need to feel greater

25. ACTION
REWARD
WAIT
SESSION
MOTIVATION
UPGRADE
SESSIONING –
END OF GRIND

26. ACTION
REWARD
WAIT
SESSION
MOTIVATION
UPGRADE
Nothing more to plant or
harvest
No more connections
to add

27. ACTION
REWARD
WAIT
SESSION
LEAVE
RETURN TRIGGER
RETURN
MOTIVATION
UPGRADE

28. LEAVE
RETURN TRIGGER
RETURN
MOTIVATION
UPGRADE
Time to harvest or you will
lose your reward -
Appointment trigger
New connections to
add – Social
commitment

29. PROGRESSION, DECOMPOSED

30. THE JOURNEY
CHAPTERS
CHALLENGES

31. TAKE REVENGE FOR YOUR WIFE AND DAUGHTER
FIND EVIDENCE
SURVIVE LEVEL

32. BUILD THE MOST BEAUTIFUL FARM
LEVEL UP
BUILD

33. BECOME A DATA SCIENTIST
WRITE YOUR OWN CODE
RUN TESTS

34. MOTIVATIONAL TYPES
DISRUPTOR
CHANGE
REWARD
PLAYER
Andrzej Marczewski, http://www.gamified.co.uk/

35. ?

36. !
@csertanakos

37. .