© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. Gamification Carsten Schlipf / December 17 th, 2014

© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. Hay Day Gamification ?

© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. GamificationGame =

© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. GamificationGame = =

© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

GamificationGame Game mechanics

© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. GamificationApplication of game mechanics to non-game contexts. =

© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. GamificationApplication of psychological drivers to engage user behavior = Voluntarily Fun Pressure A user’s brain

© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. Level Progression & Points Social Collection Happy Hour Virtual Currency Hay Day

© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

GamificationData = User related How What am I doing? Positive!!! Makes the user think

© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. Metachallenges 1.More Wins 2.Less Losses 3.At least xx% wins 4.Beat best series 5.Beat best time

© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. Why gamify?

© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. Engaged staff = 120% more efficiency, quality, accomplishments. TCO down, ROI up Influence user’s behavior Generation Y expects fun at work. Players = Male? Wrong! Social Games. How am I doing? Users want to know that. Better user perception. Users are no robots. But even a robot wants some fun

© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. HP Operations Manager I User Engagement

© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

How to gamify?

© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. Identify behaviors Can it be gamified? Don’t gamify because it’s cool Know your users* Identify personalities Select game mechanics* Depending on user types Depending on stage Gamification design* UI, features Identify metrics Start measuring early Monitor Validate effectiveness Identify undesired behaviors Tune Adapt thresholds Add new metrics Add new mechanics Add counter mechanics Gamification Process

© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. Acting Interacting World Player Bartle User Types Killers Socializers Achievers Explorers

© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. Acting Interacting World Player Killers Socializers Achievers Explorers Leaderboards Elitism Mischief Badges Points Progression Levels Quests Loss Aversion Discovery Easter Eggs Random Rewards Learning Curve Friending Mentorship Feedback Team Bartle User Types

© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. Phases Discovery Why? Onboarding Learning. Scaffolding Repetitive work. Endgame Keep going. Skill Level Challenge Level

© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. Phases Skill Level Challenge Level Frustration Flow Boredom

© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. Extrinsic Driven through external rewards. Badges, Rewards, Easter Eggs, Discovery Short-term Discovery, Early Onboarding Intrinsic Caused by inner urges and motivations. Mentorship, Team, Loss Aversion, Team Long-term Late Onboarding, Scaffolding, Endgame Motivators

© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. Other Models Andrzej Marczeswki User Types Framework Yu Kai Chou Octalysis

© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

Do’s and Don’ts.

© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. DoDon’t Reward people. Target positive emotions. Punish.

© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. DoDon’t Make it voluntary. Give user full control over their data. Make it mandatory. Establish peer pressure.

© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. DoDon’t Use multiple complementary game mechanics PBL only PointsBadgesLeaderboard

© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. DoDon’t Reward team spirit. Reward competition. Loves eliminating competition

© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 1.Cheater (has achieved an insane amount of points) 2.Probably a cheater, too. 3.Someone I don’t trust 4.Someone I don’t trust 5.Someone I don’t trust 6.Me (no chance to win) 7.Loser 8.Loser 9.Loser 10.L.O.S.E.R.!!! (the lazy guy) Subjective Leaderboard Ha Ha!

© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. DoDon’t Team based leaderboards. Relative rankings. Anonymous rankings. Or: No rankings at all. A single leaderboard for single players ignoring roles.

© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. DoDon’t Measure first. Implement. Measure. Evaluate. Tune. Lean approach. One shot gamification. Start big.

© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. DoDon’t Mind your users. Try to use Gamification to fix something that’s broken.

© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. Further Resources. Almost done.

© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. Andrzej Marczweski: User Types Yu Kai Chou: Octalysis Enterprise-Gamification.com:

© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. one.hp.com Gamification group Gamification User Group Next Meeting: Tomorrow: Mario Herger, Alessandro Giannone Mambo.io: Enterprise Grade OpenSource Gamification Platform

© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. Carsten Schlipf Software Architect, Gamification Thank you. It’s time for your questions. Presentation Survivor Successfully finished watching a presentation about Gamification. Now go ahead and think about where you could apply Gamification to enhance the user experience of your product. Your hard earned achievement