Enterprise Gamification Design (3)

STEP 3: Understand Human Motivation

According Gabe Zicherman "Gamification is 75% Psychology and 25% Technology".There are two general types of motivations Intrinsic and Extrinsic motivation. Intrinsic motivation refers to internal source of motivation such as autonomy, mastery, belonging or learning, whereas Extrinsic motivation refers to external motivation such as money, rewards, fear of punishment, medals or trophies... 

To create effective gamifiaction, it is important to understand some main concepts and theories about motivation, which is a central value in the overall process of gamification. There are a lot of theories about gamification, you will find below few interesting links to help you: 

•        Brief Notes on Social Motives 

•        Self Determination Theory – Website about SDT

•        Four Key to Fun – by Nicole Lazzaro

•        Drive – by Dan Pink’s (motivation in the workplace)

Enterprise Gamification Design (2)

STEP 2: IDENTIFY YOUR MISSION

After knowing your players and their context, it’s time for the next step “understanding the mission”. To identify your mission, it is important to start figuring out the real business needs and outcomes that you want to achieve.

What is your current business scenario?

These are your needs, business processes, technological environment and actors that execute the scenario. A good business scenario enables vendors to understand the value of the customer’s organization of a developed solution.

What are your business outcomes?

You might want to increase your sales, the customer satisfaction or increase the number of users. Identifying the mission provides a clear scenario for the incorporation of a gamification approach.

It is very important to set the appropriate mission for your gamification project. Imagine you are a teacher and you are having problems with the student’s behavior in the classrooms. After Knowing your mission (Reduce Bad behavior) is time to search for the right tools to solve the problem. Many teachers have already solved this issue by implementing gamification. For example, there is an application called ClassDojo, a management tool that helps teachers improve behavior in the classrooms quickly and easily, and helps engagement by issuing awards recording real-time feedbacks.

For more information about how to use gamification in your classroom check "ClassDojo"

Enterprise Gamification Design (1)

Tired of simple mechanics such as points, badges, and leaderboard when you desire for implementing gamification into your enterprise software? How about changing to a different approach—a process called “Player Centered Design”.

“Player Centered Design” adopts the philosophy of “User Centered Design”, it puts player’s need at the center of the design and development of design. Instead of just encouraging users to achieve efficiency, effectiveness and satisfaction goals in daily work, players seek voluntarily more challenges to increase their playing experience in the context of game, and they look for delight and fun more than satisfaction and efficiency, which enhances a lot more engagement and involvement of participants in the game.

The whole process provides an iterative and adaptive framework in terms of gamification, you may review it constantly and modify it as you need in the process of developing your own organization and business. 

The whole process includes 5 steps: 
1.Understand your player
2. Identify mission
3. Understand the human motivation 
4. Apply game mechanics
5. Manage, Monitor and Measure.

In this article we are limited to explain the 1^st step—understand your player.

STEP 1: Understand your player

Understanding your target users plays an important role in any success of process design. In the first step we need to create multi-dimensionality profile of the player including demographics, professional goals, pain-points, aspirations, and work culture and player type.

Through observation, online survey or social networking (LinkedIn), we may obtain information of demographics, professional goals aspirations, pain-points and work culture, here I want to talk more about our player type.

According to Bartle test of Psychology, which identifies players into four groups based on their game preference. They are achievers, explorers, socializers and killers.

• Achievers tend to gain points and status. The frequent flier statuses appeal to Achievers. Ten percent of players are of this type.
• Explorers love to discover new aspects of the game. They do not mind spending time doing repetitive task to unlock new levels of the game. Ten percent of players are of this type.
• Socializers play for the joy of interacting with others rather than for the game itself. Facebook games appeal to socializers. The majority of players (as much as 80%) fall into this category.
• Killers are similar to Achievers in that they like to win points and status. However, they go one-step further and find joy in seeing others lose. Less than 1% of players are of this type.

Once figure out the player type of your users, it becomes easier to design your gamification enterprise software. For example, if your main players are socializers, then games which enable community collaboration may be more suitable than leaderboard.

Since we need to consider several aspects of players during the process of designing this process, there is a template that facilitates us to create a player persona — an important part of creating an effective gamification strategy for your enterprise application.

Please follow our gamificater’s step and We’ll keep you updated about Enterprise Gamification.