Gamify : How Gamification Motivates People to Do Extraordinary Things by Burke Brian

Author:Burke, Brian [BURKE BRIAN]
Language: eng
Format: epub
ISBN: 9781937134877
Publisher: Inscribe Digital
Published: 2014-08-24T04:00:00+00:00

As we’ve discussed, gamification is not about slapping points and badges onto an activity and expecting it to magically become more engaging. It is about understanding the players’ goals and motivations and designing an experience that inspires them to achieve their goals. Tom and Mike both recognize the opportunity to provide more effective training and to crowdsource better advice from the community. But it’s not going to be easy. Creating a gamified solution that engages people at an emotional level requires a deep understanding of the players. Their goals are not always rational or easy to identify, and they are not likely to be uniform across the target audience. What is needed is a process of discovery.

Gamified experience design must build solutions from the bottom up by employing a process called design thinking. Designers are empiricists by nature. They don’t approach a problem with preconceived notions of the solution. They identify the underlying and sometimes hidden needs of the users as a basis for understanding what is required to solve the problem. Their approach is to collect a lot of information, look for relationships, and synthesize a solution.

Cory Eisentraut, the creative director on the Pain Squad application team, said, “We know that the best work comes out of getting inside of the problem and putting yourself in the place of the client or end user.”

In fact, in the early design stages of Pain Squad, Cundari was thinking about calling the app “Gumshoe” and making the story about a private detective. But when they tested this concept with the kids, they found that none of the children had any idea what a gumshoe was. It forced them to rethink their approach and change the storyline to a police squad; and, of course, police forces have a built-in progression structure that was easily incorporated into the solution. As Cory recalled, “By striking out, it forced us to get to a much better place. That was a really big win for us.”

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