Gamified UK Gamification Method Workshop 2014
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This is the full downloadable "Marczewski" or Gamified UK method workshop. It is the same workshop I delivered at gamification world congress 2014. It has now been changed for a new version, but this should still provide some interesting opportunities in gamification workshops you may wish to run. http://gamified.uk
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Gamified UK Gamification Method Workshop 2014
- 1. Welcome to the Gamified UK Marczewski Method pack. This pack contains information and worksheets to help you plan your gamified experiences. The process is based around the work flows and ideas presented in my GAME, EEEE and User Type frameworks that are described at http://gamified.co.uk/gamification-framework/ and http://gamified.co.uk/user-types/ Before you start You will need to have the following:  1 Print out of the main Work Sheet (A3 paper is best)  1 Print out of the User EEEE Journey worksheet (A4 paper)  At least 1 print out of the Activity Loops worksheet (A4 Paper)  A pack of sticky notes  A timer (optional)  Optional but useful a deck of Gamification Inspiration Cards from gamified.co.uk Filling in the Gamified UK worksheet There are examples of fully completed work sheets in the following pages to help you along. Define your problem and write it on a sticky note. Put this in the first box (“What / Why”). In the next box, write Who the users / target audience are likely to be (e.g. employees, consumers, managers etc.) Discuss how you want to approach the solution. Is there a theme or a story that you want use? Are you building a game or a gamified system. If you have a theme or story in mind, put it in the “Theme” box. Using the Activity Loops worksheets and if you have them the cards (otherwise find references to gamification supporters and elements at the end of this document), start designing the activities for each phase. In each phase you will need to fill in the main activities associated to that phase, the User Types who are most likely to be involved as well as the metrics you will collect and measures of success. Start with the Enrol phase. This is the first step the user takes in your system. It should bring them in and help them understand the system. It could be as simple as an email saying “click here to join in” or it could be a full on-boarding tutorial system. The Enthuse phase may be part of the Enrol phase or may be separate. This is where the user starts to “play” with the system and you may well see a sudden increase in activity. How will you support this and encourage is as they find their way to an intrinsic reason to stay? The Engage phase is where the user should be ready to stay in the system for their own reasons. This could be because they have found some pure intrinsic reason to use it (they enjoy it) or because they understand how to use it and why they need to use. How will you support and maintain this with them. Finally the Endear / End Game phase. Does your narrative come to an end and that is it? Is there a reason for the user to stay beyond the basic usage? Does mastery of the system lead to new and exciting things that will keep them coming back indefinitely? 15 min s 20 min s 20 min s 20 min s 20 min s 15 min s
- 6. GatherGather information by asking; What are you gamifying, Who your users are, Why you are doing it and How you measure success. Act Act on the information you have. Design the best solution for your goals and the engagement and experience of your users. Then test it with them. GAME Framework Planning & Building a gamified solution © gamified.co.uk 2014 Act on the information you have. Design the best solution for your goals and the engagement and experience of your users. Then test it with them. Measure Measure user activity and goal outcomes. Get feedback and iterate improvements. EnrichEnrich your system over time, people change as do their goals. Keep up with them or one step ahead!
- 7. Relatedness User Type: Socialiser Social Status, Social Connections, Belonging. Autonomy User Type: Free Spirit Creativity, Choice, Freedom, Agency. Mastery RAMP Framework Intrinsic motivation framework Mastery User Type: Achiever Learning, Personal Development, Skill Up. Purpose User Type: Philanthropist Altruism, Meaning, A Reason Why. © gamified.co.uk 2014
- 8. EEEE Framework EnrolThe first moments in the system. EnthuseA period of high activity and enjoyment. Endear Engage The point where the user starts to find the true use. Stages of use over time © gamified.co.uk 2014 Endear The user has found their intrinsic reason to stay. EngageEnrol EndearEnthuse ACTIVITY TIME
- 9. User Types Hexad Marczewski’s Gamification User Types Disruptor Change Player Reward © gamified.co.uk 2014
- 10. User Types Hexad Marczewski’s Gamification User Types © gamified.co.uk 2014
- 13. Gamified UK Gamification Worksheet Philanthropists Disruptors Free Spirits Motivated by Purpose. This group are altruistic, wanting to give back to other people and enrich the lives of others in some way. Motivated by Change, Disruptors come in two basic types. Improvers and Destroyers. They can be of great assistance, but can cause a lot of trouble as well. Motivated by Autonomy. Some are looking to be creators, others explorers. Try to cater for both if you can. All like to be free! Achievers Player Socialisers Motivated by Mastery. They are looking to learn new things and improve themselves. They want challenges to overcome. Motivated by Rewards. Will play your "game", for the purpose of gaining rewards. Subset of users containing Networkers, Exploiters, Consumers & Self Seekers. Motivated by Relatedness. They want to interact with others and create social connections. # Element 1 Random Rewards 2 Fixed Reward Schedule 3 Time Dependent Rewards User types Description Surprise and delight people with unexpected rewards. Keep them on their toes and maybe even make them smile. Reward Schedules Reward people based on defined actions and events. First activity, level up, progression. Useful during on-boarding and to celebrate milestone events. Events that happen at specific times (birthdays etc.) or are only available for set period of time (e.g. come back each day for a reward). Users have to be there to benefit.
- 14. Gamified UK Gamification Worksheet # Element 4 On-boarding / Tutorials 5 Signposting 6 Loss Aversion 7 Progress / Feedback 8 Theme 9 Narrative / Story 46 Curiosity / Mystery Box Curiosity is a strong force. Not everything has to be fully explained, a little mystery may encourage people in new directions. General Supporters & Elements Description No one uses manuals anymore! Help people get used to your system with a nice tutorial or a gentle introduction on how everything works. Sometimes, even the best people need to be pointed in the right direction. Signpost next actions to help smooth early stages of a journey. Use "just in time" cues to help users who are stuck. No one likes to lose things. Fear of losing status, friends, points, achievements, possessions, progress etc can be a powerful reason for people to do things. Progress and feedback come in many forms and have many mechanics available. All User Types need some sort of measure of progress or feedback, but some types work better than others. Give your gamification a theme, often linked with narrative. Can be anything from company values to werewolves. Add a little fantasy, just make sure users can make sense of it. Tell your story and let people tell theirs. Use gamification to strengthen understanding of your story by involving people. Think like a writer!
- 15. Gamified UK Gamification Worksheet # Element 10 Meaning / Purpose 11 Care-taking 12 Access 13 Collect & Trade 14 Gifting / Sharing 15 Sharing Knowledge Philanthropist Supporters & Elements Description Some just need to understand the meaning or the purpose of what they are doing (epic or otherwise). For others they need to feel they are part of something greater than themselves. Looking after other people can be very fulfilling. Create roles for administrators, moderators, curators etc. Allow users to take a parental role. Access to more features and abilities in a system can give people more ways to help others and to contribute. It also helps make them feel valued. More meaningful if earned. Many people love to collect things. Give them a way to collect and trade items in your system. Helps build relationships and feelings of purpose and value. Allow gifting or sharing of items to other people to help them achieve their goals. Whilst a form of altruism, the potential for reciprocity can a strong motivator. For some, helping other people by sharing knowledge with them is its own reward. Build the in the ability for people to answer questions and teach others.
- 16. Gamified UK Gamification Worksheet # Element 16 Innovation Platform 17 Voting / Voice 18 Development Tools 19 Anonymity 20 Light Touch 21 Anarchy Disruptor Supporters & Elements Description Disruptors think outside the box and boundaries of your system. Give them a way to channel that and you can generate great innovations. Give people a voice and let them know that it is being heard. Change is much easier if everyone is on the same page. Think modifications rather than hacking and breaking. Let them develop new add-ons to improve and build on the system. If you want to encourage total freedom and lack of inhibitions, allow your users to remain anonymous. Be very, very careful as anonymity can bring out the worst in people! Whilst you must have rules, if you are encouraging disruption, apply them with a light touch. See how things play out before jumping in. Keep a watchful eye and listen to the feedback of users. Sometimes you just have to burn it all to the ground and start again. Sit back, throw the rule book out of the window and see what happens! Consider running short "no rules" events.
- 17. Gamified UK Gamification Worksheet # Element 22 Exploration 23 Branching Choices 24 Easter Eggs 25 Unlockable / Rare Content 26 Creativity Tools 27 Customisation Free Spirit Supporters & Elements Description Give your Free Spirits room to move and explore. If you are creating virtual worlds, consider that they will want to find the boundaries and give them something to find. Let the user choose their path and destiny. From multiple learning paths to responsive narratives. Remember, choice has to be or at least feel meaningful to be most effective and appreciated. Easter eggs are a fun way to reward and surprise people for just having a look around. For some, the harder they are to find, the more exciting it is! Add to the feeling of self expression and value, by offering unlockable or rare content for free spirits to make use of. Link to Easter eggs and exploration as well as achievement. Allow people to create their own content and express themselves. This may be for personal gain, for pleasure or to help other people (teaching materials, levels, gear, FAQ etc). Give people the tools to customise their experience. From avatars to the environment, let them express themselves and choose how they will present themselves to others.
- 18. Gamified UK Gamification Worksheet # Element 28 Challenges 29 Certificates 30 Learning / New Skills 31 Quests 32 Levels / Progression 33 Boss Battles Achiever Supporters & Elements Description Challenges help keep people interested, testing their knowledge and allowing them to apply it. Overcoming challenges will make people feel they have earned their achievement. Different from general rewards and trophies, certificates are a physical symbol of mastery and achievement. They carry meaning, status and are useful. What better way to achieve mastery than to learn something new? Give your users the opportunity to learn and expand. Quests give users a fixed goal to achieve. Often made up from a series of linked challenges, multiplying the feeling of achievement. Levels and goals help to map a users progression through a system. It can be as important to see where you can go next as it is to see where you have been. Boss battles are a chance to consolidate everything you have learned and mastered in one epic challenge. Usually signals the end of the journey - and the beginning of a new one.
- 19. Gamified UK Gamification Worksheet # Element 34 Points / Experience Points (XP) 35 Physical Rewards / Prizes 36 Leaderboards / Ladders 37 Badges / Achievements 38 Virtual Economy 39 Lottery / Game of Chance Player Supporters & Elements Description Points and XP are feedback mechanics. Can track progress, as well as be used as a way to unlock new things. Award based on achievement or desired behaviour. Physical rewards and prizes can promote lots of activity and when used well, can create engagement. Be careful of promoting quantity over quality. Leaderboards come in different flavours, most commonly relative or absolute. Commonly used to show people how they compare to others and so others can see them. Not for everyone. Badges and achievements are a form of feedback. Award them to people for accomplishments. Use them wisely and in a meaningful way to make them more appreciated. Create a virtual economy and allow people to spend their virtual currency on real or virtual goods. Look into the legalities of this type of system and consider the long term financial costs! Lotteries and games of chance are a way to win rewards with very little effort from the user. You have to be in it, to win it though!
- 20. Gamified UK Gamification Worksheet # Element 40 Guilds / Teams 41 Social Network 42 Social Status 43 Social Discovery 44 Social Pressure 45 Competition Socialiser Supporters & Elements Description Competition gives people a chance to prove themselves against others. It can be a way to win rewards, but can also be a place where new friendships and relationships are born. Let people build close-knit guilds or teams. Small groups can be much more effective than large sprawling ones. Create platforms for collaboration but also pave the way for team based competitions. Allow people to connect and be social with an easy to use and accessibile social netwok. It is can be more fun to play with other people than to play on your own. Status can lead to greater visibility for people, creating opportunities to create new relationships. It can also feel good. You can make use of feedback mechanics such as leaderboards and certificates. A way to find people and be found is a essential to building new relationships. Matching people based on interests and status can all help get people started. People often don't like feeling they are the odd one out. In a social environment this can be used to encourage people to be like their friends. Can demotivate if expectations are unrealistic.