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GamificationWhen the game becomes serious
Guillemette Goglio, Sylvain Rouillard
PLEASE !
We don’t have any photos of the marvellous
ideas you have suggested during the workshop.
If some of you have taken photos, we would be
delighted to receive them !
�Discover an approach based on motivation
levers associated with games
� Experiment these levers and their impact
in the ideas generation phase
� Reflect on how these tools could improve
your practice
Epic Meaning & Calling*
�Being part of something greater than oneself
�Having the feeling of being “chosen” to do something important
�Helping to create important changes for a significant part of the community
*The 8 drivers come from Yu-Kai Chou approach
Epic meaning and calling
• What could we associate with our service or product so our clients to feel they display strong civic or altruist behavior?
• How could our product or service have more positive consequences on the users’ community, on the planet ?
Empowerment of Creativity &
Feedback
�Users are engaged in a process where they have to
figure things out and try different combinations
�Opportunities to express their individuality, the
unique person they are
�Express their creativity, receive feedback, and
respond in return
Empowerment of Creativity & Feedback
• How could our product or service be customizable at several stages?
• How could we make our users make new and interesting combinations?
• In what ways could our users express their creativity?
• How could we “reward” the fact that our users express themselves?
Social Influence & Relatedness
�The need to be closer to people, places, or events that we can relate to
� It includes: mentorship, belonging, acceptance, social responses, companionship
�Also, the sense of nostalgia Ex.: a product that reminds you of your childhood
�Ex. : Online social strategies, club
Social Influence & Relatedness
• How could we make our service or product gather its users around common values in order to create a community ?
• How could we enable the users to see how others are using the product or service, how they are performing?
• How could we make our users feel that they “are not alone”?
Unpredictability & Curiosity
�Wanting to find out what will happen next
� If you don’t know what’s going to happen, your brain is engaged and you think about it often
� Primary factor behind gambling addiction, lottery
Unpredictability & Curiosity
• In what ways could our service or product distinguish itself in small details that would surprise our users?
• How could our service or product generate excitement?
• How could we make our users want to see, know, explore, more?
Loss & Avoidance
�Avoidance of something negative happening
�Could be make people feel like if they don’t act immediately, they would lose the opportunity to act forever
�Could be to continue using product or service because users don’t want to admit that everything they did up to this point was useless if they are quitting now
Loss & Avoidance
• How could you make the users
feel they are loosing something
if they are not using our product
or service on a regular base ?
• How could we enhance the cost
of churning to another product
or service ?
Scarcity & Impatience
�Wanting something because only a few people can have it
�The fact that people can’t get something right now motivates them to think about it all day long
�You have to make a move right now or someone else will have the benefit, the object, etc.
Scarcity & Impatience
• What “rare” benefits could users get after spending a lot of time using our product or service ? (feature unlocked, levels, entering into a community of expert, positive feedbacks, …)
• How to enhance a logic of appointment in your service ? ( magic moments, etc).
• What aspects of your service or product could become rare and desirable?
Ownership & Possession
�Users are motivated because they feel like they
own something
�When users own something, they want to take
care of it, have more of it
�This is the core drive that makes people collecting
objects: stamps, cards, etc.
�This deals also with many virtual goods or virtual
currencies
Ownership & Possession
• what items could our users collect when using our product or service?
• How to enhance the value of these items?
• How to make our users personalize the service or product?
Development & Accomplishment
�The internal drive of;
• Setting goals
• making progress,
• developing skills,
• And overcoming challenges
� The word “challenge” here is very important, as a badge or trophy without a challenge is not meaningful at all
Development & Accomplishment
• How to make goals/targets clearly defined in the service?
• How could the users keep track of their progression toward a determined goal?
• In what ways the challenges or offers could take into account the users’ actual knowledge and skills?
• How to better reward the users when they achieve their goals?
About gamification :
• Gamification to improve our world : Yu-kai Chou at TEDx
Lausanne
https://www.youtube.com/watch?v=v5Qjuegtiyc
• The Future of Creativity and Innovation is Gamification:
Gabe Zichermann at TEDxVilnius :
https://www.youtube.com/watch?v=ZZvRw71Slew
• SickKids Pain Squad iPhone App :
https://www.youtube.com/watch?v=qsl9NjyVpHY
Guillemette Goglio, Paris, France
Guillemette facilitates creativity workshops for Orange (telecom operator), linkingtogether designers, marketing people, and technical people to create new user experiences.
She helps teams find new concepts, imagine possible use cases, and work bettertogether. She also trains groups in Orange using Creative Problem Solving method and helps them with team-building techniques.
She works also as a coach using creativetechniques .Guillemette loves designing new workshops and she’s a regular presenter at Créa France and at CREA Conference in Sestri Levante, Italy.
Sylvain Rouillard, Montréal, Canada
Sylvain is a psychologist, specialized in creativity and creative
problem-solving.
He has designed and facilitated workshops and delivering
conferences on these themes for 25 years.
He has been teaching the Psychology of Creativity and Creativity
Methods in various universities for over 15 years, including Université
du Québec à Montréal and Université de Montréal.
For more than ten years, he has designed and facilitated workshops
at the annual Creative Problem Solving Institute (CPSI) at Buffalo, as
well as CREA, an annual creativity event in Italy, and he has been an
enthusiastic facilitator here at Mindcamp for many years
His knowledge of creativity is combined with experience in real
innovation. He helps individuals and teams from public and private
organizations in various fields — tourism, architecture, food industry,
media, etc. — to gain innovative results.
His consulting and training activities have taken him across Québec
and Canada, to the United States, Italy, France, Mexico, and India.
With a group of colleagues, he founded Créa-Québec, Québec’s
association for the development of creativity.
