A short presentation I did at my company about gamification and the importance of considering behavior when designing a gamified application. I also attempted a human behavior 101 directed at gamification. All of this in 15 minutes.

1. The Science
of why we
should make
things Fun

2. Who am I?
Design
Thinking

3. Mission for the day
I’m NOT going to explain in detail
what is gamification.
Why does it matter and why we
should understand human
behavior to do it properly
Human Behavior 101

4. “
What is Gamification?
The use of game elements and design
techniques in non-game contexts.
“* Source: Coursera, Kevin Werbach, 2012
The use of game elements and design
techniques in non-game contexts.
“By 2014, 80% of current gamified applications
will fail to meet business objectives primarily
due to poor design
“
* Source: Gartner, 2012
By 2014, 80% of current gamified applications
will fail to meet business objectives primarily
due to poor design.

5. GSummit 2014 @ San Francisco
Go Lean! Fail Quickly!
Reiterate!
Make customers’ lives
simpler and happier!
+ Behavior

6. Human Behavior 101
Hersey and Blanchard’s
“Situational Leadership Model”
in the 1970s
A. Maslow in the early
1940s
+
Dan Pink in 2009

7. Human Behavior 101
Mihaly
Csikszentmihalyi’s Flow
Matching Challenge with
Ability to achieve state of Flow

8. Human Behavior 101
BJ Fogg
Introduces Triggers into
the equation
Motivation and Ability
are not always enough
by themselves
Behavior = Motivation x
Ability x Trigger

9. “
Human Behavior 101
If you aren’t spending the majority of your
time in the beginning of every project
identifying what motivates your audience,
you are doing it wrong.
“If you aren’t spending the majority of your
time in the beginning of every project
identifying what motivates your audience,
you are doing it wrong.
by Andrea Kuszewski

10. Why?
scientists got no results in
15 years
players folded it in
10 days
300k users
uses gamification to get 67% of their employees to the gym
5M users
500% increase
in reviews
training took 50% less time
to complete
99% travel expense
compliance
C$ 26.2M in incremental revenues
560% ROI

11. It’s not just psychology
Dopamine + Oxytocin + Serotonin + Endorphin
by Nicole Lazzaro

12. How to get in touch
http://twtbizcard.com/WhiskeyJackMP
manuel.pimenta
@novabase.pt
www.gamification.pt