Gamification Design Framework
you don’t need to address every
specific question below;
they are just offered to illustrate the design steps.
- Define
business objectives. Why are you gamifying? How do you hope to benefit
your business, or achieve some other goal such as motivating people to
change their behavior? The first written assignment focused on this step
of the process, so you may wish to look back on your earlier submission
and the peer assessments for guidance. As you state your objectives,
emphasize the end goal or goals of your gamified design rather than
detailing the means through which you'll achieve this goal. Basically, if
your gamified system does what you intend, what specific positive results
will it generate for your organization?
- Delineate
target behaviors. What do you want your players to do? And what are
the metrics that will allow you to measure them? These behaviors should
promote your business objectives, although the relationship may be
indirect. For example, your business goal might be to increase sales, but
your target behavior could be for visitors to spend more time on your
website. As you describe the behaviors, be sure to explain how they will
help your system achieve its objectives. The metrics should in some
fashion provide feedback to the players, letting them know when they are
successfully engaging in the intended behaviors.
- Describe
your players. Who are the people who will be participating in your
gamified activity? What is their relationship to you? For example, are
they prospective customers, employees at your organization, or some other
community? And what are they like? You can describe your players using
demographics (such as age and gender), psychographics (such as their
values and personalities), Bartle’s player types, or some other framework.
You should show that you understand what sorts of game elements and other
structures are likely to be effective for this population. For example,
you might discuss whether a more competitive or cooperative system would
be better for this player community.
- Devise
your activity loops. Explore in greater detail how you will motivate
your players using engagement and progression loops. First, describe the
kinds of feedback your system will offer the players to encourage further
action, and explain how this feedback will work to motivate the players.
(Remember: rewards are only one kind of feedback.) Second, how if at all
will players progress in your system? This includes how the system will
get new players engaged, and how it will remain interesting for more
experienced players.
- Don't
forget the fun. Although more abstract than some of the other
elements, ensuring that your gamified system is fun remains as important
as the other aspects. In order to fully explore this aspect of the design
process, consider how your game would function without any extrinsic
rewards. Would you say it was fun? Identify which aspects of the game
could continue to motivate players to participate even without rewards.
- Deploy
the appropriate tools. By this point, you've probably identified
several of the game elements and other specifics of your gamified system.
If you haven’t already, you should explain in detail what your system
would look like. What are some of the game elements involved and what will
the experience be like for the players? What specific choices would you
make in deploying your system? For example, you might discuss whether the
gamified system is to be experienced primarily on personal computers,
mobile devices, or some other platform. You might also describe what
feedback, rewards, and other reinforcements the players could receive.
Finally, think about whether you’ve tied your decisions back to the other
five steps in the process, especially the business objectives
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