This document discusses how principles from game design and behavior design can be applied to business transformation. It provides examples of how compelling gameplay was achieved in the popular mobile game Angry Birds through techniques like establishing a story, mission, tasks and measures of success. The document also examines models for understanding human behavior and motivation, such as Fogg's Behavior Model, which outlines ability, motivation and triggers as key factors. It proposes a process for behavior design involving selecting a goal, mapping paths to achieve it, and rapidly testing ideas through trials rather than extensive planning. The goal is to influence behaviors and outcomes in business contexts by applying lessons from engaging game design.

1. Behaviour Design & Game Thinking
New Frontiers for Business Transformation
Creative Performance Exchange
Melbourne
17 April 2012

2. Transformation by influencing behaviour
Behaviour Design Solution
Observable, measurable action
A B
Not about cognition (thoughts, feelings, emotions)

3. What we can learn from
Angry BirdsTM
story. mission. task. measure

4. What we can learn from Angry BirdsTM
story mission task
measure
story. mission. task. measure

5. Let’s play!

6. Why Angry Birds?
700 million downloads since 2009
30 million active daily users
Most successful mobile app to date
Compelling gameplay
through persuasive design

7. Why is behaviour design important?
Workplace Project & Change
Engagement Management
Engaged 20%
Success 30%
Not Committed
40%
Failure 70%
Disengaged 40%
Towers Perrin Gartner
The current game isn’t fun or compelling anymore

8. As we change, our models (& games) need to change...
Average human attention span in gameplay
2000 2012
12 minutes

9. As we change, our models need to change...
Average human attention span in gameplay
2000 2012
12 minutes 5 seconds

10. Fogg Behaviour Model provides a framework
X
+ Ability
+ Motivation
+ Trigger

11. Ability: birds, slingshot
Motivation: revenge on pigs
Trigger: game mechanics
(score, audio, visual, timing)
Angry Birds Behaviour Model

12. The game layer enables the flow zone
(behaviour design can’t take you there for higher order tasks)
Autonomy + Competency + Relatedness = 46% higher
retention
Fun = 16% higher retention

13. Ability factors (simplicity is key)
Time
Mental effort
Social
Money
Physical effort
Non routine

14. Motivation
Pleasure/pain
Hope/fear
Acceptance/Rejection
Epiphany*
* Can’t design for this!

15. Steps in behaviour design*
Behaviour Design Solution
Quest Starfish Trials
* Modified from the original BJ Fogg Bootcamp which has 7 steps

16. 1. Select desired ‘crisp’ action, goal or behaviour
Quest Starfish Trials
Abstract: Assert the pre-eminence of birds
Maybe: Build skills & capability of birds to defeat the pigs
Best: Destroy the pigs’ structures by catapulting each bird
Group Exercise: design a quest for improving health

17. 2. Map different paths to achieve the quest
Quest Starfish Trials
Brainstorm a set of possible sequential pathways that could
be introduced to reach the quest
Group Exercise: each person in each team to design a
sequential path of 3-5 ‘crisp’ steps

18. Starfish example:
BJ Fogg Bootcamp March 2012
paths & options

19. 3. Don’t argue, test it!
Quest Starfish Trials
Put the ideas out there fast
Run trials, test & measure, then run some more
Fail fast & often
Iterate along the way
Many fast trials (behaviour) beats deep thinking (cognitive)

20. In game design, this is called rapid prototyping
Set up. Design. Implement. Playtest. Evaluate. Iterate. Restart (or end).

21. In science, it’s much the same
Observation. Hypothesis. Experiment. Interpret. Develop (or restart).

22. Game thinking & behaviour design combined can
produce more focussed business outcomes
Assess Where You Are
Game Design to Engage
Autonomy
+ Competency
+ Relatedness
+ Fun
Behaviour Design to Activate
Quest Starfish Trials

23. Thank you!
Marigo Raftopoulos | marigo@strategicgameslab.com | www.strategicgameslab.com