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Bill SabramLead Game Designer
20 June 2014
Games for Health Conference
Engagement is the first metric:
How game design enriches
5 well-being products
[email protected]@billsabram
Gamification is the use of game thinking and game mechanics in non-game contexts to engage users in solving problems.
Game-if-a-what?
Marketing & beyondConferences, workshops and certifications
Loyalty Programs1979 1st frequent flyer program
Crowd sourcing2011 retroviral protease in 10 days?!
19 years of professional game design Industrial Design at Carnegie Mellon University. An incredible journey from museum /exhibit design -> game design -> contract design -> behavior change design at a healthcare start up.
About me
Board, dice, card gamesBuffy the Vampire Slayer, Pokémon + more
Social gamesiPhone , Facebook, pedometers
Hand-held electronic gamesTalking games for preschoolers + beyond
In 2009, Healthways re-imagined online health and well-being interventions. MeYou Health develops and delivers next generation wellness and well-being solutions.
About us
Open social designInterventions for all your social connections
Person-centered designRealistic, convenient, immediate, genuine
Privacy + engagementProtect PHI while enabling engagement across social networks, email and SMS.
A conversation in three parts:1. Gamifying Well-Being2. Daily Challenge3. Walkadoo
structure
Research + my insights Failures + your ideas
What are these programs? What is success?
Small healthy actions. Health improvement is inherently long-term. Sustained engagement is a success.
Gamifying
Well-being
90+ Day RetentionPercentage of users who return to the
DC sight at 90 days and beyond:
3 types of touches:1. Visit website, 2. Complete a challenge or
3. Read a challenge email or reminder.
70.7%
Begin by defining the core action.Why? It is a question of time.
Design for engagement
Do the actionPress the Done button
How much time do you expect a typical user to spend with your app? Craft an experience to this time window. Then halve it!
Complete your cardWalk and offload your steps
Find your 200Eat 200 less calories today
More social more impact
• Pragmatic Randomized Control Trial
• 1,502 individuals recruited and randomized
• Well-being assessed at enrollment, 30 and 90 days
• Control = Weekly e-newsletter
Results published in The American Journal of Preventive Medicine.
Points. Levels. Badges. These are standard in gamification. When done well, they are very powerful.
Show progress
Stamps + BadgesThey are a visual road map.
LevelsOwn your achievements and gain status.
Points are feedback.They are just like any other motivational
message. But they are also currency!
I built four separate systems around basic actions for similar point events.Large point events denote large challenge. High levels convey status.
An economy
of points
A hunch Validated
Balance your point economies across multiple products. One of
our customers uses participant levels to quickly assess how
engaged users are in Daily Challenge and Walkadoo.
Daily challenge
• Small actions delivered daily.
• Multiple tracks of content across all the elements of well-being
• Gamified elements of exploration, achievement, socializing and mild competition.
• Optimized for mobile web and an iPhone app.
Your daily action
• Small actions delivered daily.
• Multiple tracks of content across all the elements of well-being
• Gamified elements of exploration, achievement, socializing and mild competition.
• Optimized for mobile web and an iPhone app.
7 am email
4pm reminder
50+ tracks from all domains of well-beingCycle into 28 days of specialized challenges
Tracks for everyone
FreemiumJoin for free, earn premium content
Build the minimum viable solution. Deploy it. Your clients will request smart improvements.
Virtual CurrencyPoints -> tokens -> keys -> tracks
The method to this madness!
Unlock TracksYou hold the key!
(earned, given or gifted)
What is success?
How do you know if you’ve succeeded?Establish mutually agreed upon terms.
We chose engagement• Unique visitors• Return visits• Sustained engagement
Something new
Unheard of numbersHard to believe. But true.
Unexplained behaviorThe Others
The reason?We suspect it’s the light
touch
My favorite:
5-Day pacts
My storyMax 25 day streak ballooned to 125 day streak with 5-day pacts
It felt really goodI was astonished. Bursts of
engagement with all my friends!
However…I found that giant streaks corrupt. It wants to live!
Empower the relationships between
your users.
Walkadoo
• Receive realistic, custom, daily step goals. Walkadoo adapts to your walking!
• Create derbies with friends to race and compete.
• Supports the Walkadoo Pebble, Fitbit, Jawbone UP and Moves app.
Make it social
• Answer the daily Walkie Talkie and get the conversation going.
• Learn some fun facts about walking.
• Allow genuine stories to emerge around the walking theme.
• Notice the different card! All or Nothing step cards are rare and worth double points.
Your daily email + SMS
• Learn today’s card.
• Call to Action (CTA) for today’s WalkieTalkie.
• Recap of yesterday.
• Mobile technology amplifies the power and ease of today’s healthy action.
Build experiences
Walkadoo is not about pedometers.We are building awareness, validating people’s movement, and motivating them to engage.
Keep a book of your big ideas. Then simplify them mercilessly. “Fail fast” as you build weekly sprints.
“I have not failed. I've just found 10,000 ways that won't work.” ― Thomas Edison
What is success?
We chose card completions• “The algorithm is the intervention.” – Nat Cob, M.D., MYH Chief Medical Officer• Pilots with control group later this year!
Measure your core actions. Design for a future clinical trial.
Give ‘em what they want… Kinda
• Eureka moment from our research: People walk about the same each week.
• This made step competitions demoralizing; we wanted to allow folks with different activity levels to compete in a light and playful way.
• The Point Derby was born! Games, rules and “luck of the draw” lets people fail gracefully.
Some examples of our epic failures.Information design is difficult and other blunders from the world of gamification.
Walka-fail
Daily promptsThe expiration date
problem.
Chips!Bonus spins often feel
desperate.
Too. Much.Awesome.Too.Fast.“Bill, please.Simplify!”-MichaelStratmann,IndustrialDesign Professor
Moar Walka-fail
Core experience + time = end gameDefine your end game before your super users go over the cliff. Plan now, not later.
What’s it all mean?
Daily ChallengeComplete challenges. Earn points. Grow a tree.
Over and over. Until it’s golden.
WalkadooComplete cards. Earn points. Answer Walkie
Talkies. Earn levels. Then what?
?
Walkadoo has an outback journey look + feel.What could you experience as you progress through the product? Support theme + core.
Progression Recycle when possible!
Social game reusedMy art will go on?
Bill SabramLead Game Designer
[email protected]@billsabram
Thank you!
20 June 2014
Games for Health Conference
Engagement is the first metric:
How game design enriches
5 well-being products