Play and engage: practical ways to gamify your content
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For the past few years, gamification has been widely touted as the answer to everything. Can gamification really help your content work and play? The answer is yes, no and maybe. Turning your content into a game isn't quite the answer. Instead we need to open up the gaming toolbox and see how we can use some of these techniques to create content that is more engaging and insightful for your users -- whether it's product information or data visualisation.
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Play and engage: practical ways to gamify your content
- 1. Saturday, 29 June 13 Thanks for joining me. My name is James. I’m a freelance UX designer. I also love games. I love trying to take inspiration from games for solving UX problems.
- 2. Who is this for? • Everyone! • Designers, developers, content producers, editors, marketers... Saturday, 29 June 13 This talk is hopefully for everyone.
- 3. What will be covered? • Practical examples • Four specific Game mechanics • Elements of gaming and how it can shape content experiences Saturday, 29 June 13 Three parts of this talk.
- 4. What is gamification? “The process of game-thinking and game mechanics to engage users and solve problems” Gabe Zichermann and Christopher Cunningham: Gamification by Design Saturday, 29 June 13 A definition...
- 5. What are your content’s “problems”? • educating users • converting users • telling stories • and many more... Saturday, 29 June 13
- 6. Why another talk on gamification? Saturday, 29 June 13 • I’ve worked a lot on content-heavy websites. News, sport, cultural content. • Gamification elements like badges and ranks never felt like they really fit. • But then I realised that specific game mechanics could really help enhance content • That’s why this talk is geared specifically towards content and how we as UX designers can enhance it
- 7. Australian National Broadband Network Saturday, 29 June 13 I want to show as many examples as possible, so let’s start with this one. Compare http:// theconversation.com/a-tale-of-two-nbns-the-coalitions-broadband-policy- explained-13304 to http://howfastisthenbn.com.au/
- 8. Epic Win “An outcome that is so extraordinarily positive you had no idea it was even possible until you achieved it” Saturday, 29 June 13 http://howfastisthenbn.com.au/ provides an “epic win” for the user
- 9. Kano Model: Where is your content? Saturday, 29 June 13 The kano model measures customer satisfaction. It was developed in the 1980s by Japanese professor Noriaki Kano. Very simply, what I want to illustrate today is how we can provide content experiences that are here.
- 10. Kano Model: Where is your content? Saturday, 29 June 13 Those two examples sit here... the article delivers basic needs, but it doesn’t quite delight.
- 11. UX Hierarchy of Needs Stephen P. Anderson: Seductive Interaction Design Saturday, 29 June 13 Camera phone (functional) v Instagram (meaningful). Let’s move our content to the top of this pyramid!
- 12. Your users as players Saturday, 29 June 13 At this point as well I think it’s interesting to consider your users and players
- 13. Players explore a game. Users explore your content. Saturday, 29 June 13 At this point as well I think it’s interesting to consider your users and players
- 14. Practical examples of game mechanics Saturday, 29 June 13
- 15. SCVNGR Game Dynamics Playdeck goo.gl/9vx95 Saturday, 29 June 13
- 16. #1 Feedback Loops ACTION FEEDBACK EFFECT Saturday, 29 June 13 This one isn’t in the game deck, and actually, it’s a pretty simple theory find in most aspects of science. You do something, something happens, repeat. Parallax sites are an example. http://www.dangersoffracking.com/ is a fun parallax site that does a great job of explaining fracking.
- 17. #2 Shell game A game in which the player is presented with the illusion of choice but is actually in a situation that guides them to the desired outcome of the operator. Saturday, 29 June 13 Compare https://support.twitter.com/articles/76036-keeping-your-account-secure to http://www.ismytwitterpasswordsecure.com/. The latter is more effective: and is a shell game as the outcome is rigged
- 18. #4 Appointment Dynamic A dynamic in which to succeed, one must return at a predefined time to take some action. Appointment dynamics are often deeply related to interval based reward schedules or avoidance dynamics. Saturday, 29 June 13 Football. Torres signed for Chelsea football club for £50m. Didn’t score for ages, so someone set up this site (now offline):http://codehesive.com/torres.html They hired a new coach, so I registered http://www.hasandrevillasboasbeensackedyet.com/index2.php. The joke is part of an appointment: the answer will change, and at that point by returning, you’ll get the rest of the ‘joke’ / reward. Guardian took similar approach to http://www.istherewhitesmoke.com/ which tied in with their coverage of the Pope election
- 19. #5 Endless Games Games that do not have an explicit end. Most applicable to casual games that can refresh their content or games where a static (but positive) state is a reward of its own. Saturday, 29 June 13 Daily Mail -- interesting proposition for making interesting content, making it interesting and new everytime someone returns: http://www.dailymail.co.uk/stats Booking.com -- also shows realtime users for a sense of a ‘game’ Mashable.com ‘velocity graph’ -- how are users responding to this page? http:// mashable.com/2013/05/31/facebook-profile-others/
- 20. Taking on game themes Saturday, 29 June 13 Not just game mechanics. What can we take from the world of games in general? Narrative, immersion, suspension of disbelief...
- 21. Explore mode, story mode Saturday, 29 June 13 Open world games like Skyrim / Fall Out / Red Dead / Grand Theft Auto all have a ‘story mode’ and ‘explore mode’. Consider all this athlete data: http://www.bbc.co.uk/sport/olympics/2012/athletes How can we make that intersting? The result: http://www.bbc.co.uk/news/uk-19050139 This site has two ways into content/data viz which makes it more compelling and interesting: a ‘story mode’ (highest/shortest) and ‘explore mode’ (where do YOU fit in?)
- 22. Exploration and discovery Saturday, 29 June 13 Not everything has to be high fidelity. Quizzes for instance. Are they actually fun? Flowcharts are more fun: they expose all the inner workings. You can explore them and they’re totally static: http://julianhansen.com/files/infographiclarge_v2.png and http://sinfinimusic.com/ uk/features/2013/05/which-instrument-should-i-choose-flowchart
- 23. Delight and surprise Saturday, 29 June 13 CDC zombies! http://blogs.cdc.gov/publichealthmatters/2011/05/preparedness-101- zombie-apocalypse/
- 24. When gamification goes wrong Saturday, 29 June 13 Think about the UX of this site. It won Webby Government site 2012!! You’ve just been to Milwaukee and got a parking ticket. You want to know how to pay it. Can you find the link? http://www.milwaukeepolicenews.com/#menu=home-page What about gov.uk? Brilliant site for UX. Not even nominated. This made me angry, so I blogged. Then I thought, can I apply some of these game theories/mechanics...? The result: http://codehesive.com/govuk/
- 25. User experience > whizzy fluff. Saturday, 29 June 13 I hope you’ve got some inspiration from this talk. But as a final caveat, don’t leave your users hanging! Think about your UX first. If gaming can work, fantastic. If it doesn’t, don’t do it!
- 26. Saturday, 29 June 13