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Game On!
Creating User Assistance for
Gamified Products
Marta Rauch
@martarauch
#STC13
• Understand importance of gamification
• Prepare for game changers
• Look at gamified user assistance
• Know key resources
Tip! My slides are posted on SlideShare:
http://www.slideshare.net/MartaRauch
Our Mission
Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
Key Takeaway:
Gamification is here.
Get Your Game On!
Your Challenge
Listen for your top takeaway
--> Share with group
Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
The Importance of
Gamification
Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
..
A Simple Definition
Game techniques
…in non-game situations
…to motivate people and
drive behavior
Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
Game dynamics – motivate behavior
Examples: scenario, rules, progression
Game mechanics – help achieve goals
Examples: teams, competitions, rewards, feedback
Game components – track progress
Examples: quests, points, levels, badges, collections
Badgeville http://badgeville.com/
Game Techniques in Gamification
Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
Enterprise Gamification is Growing
By 2014, over 70% of companies
will have at least one
gamified product
By 2015, over 50% will
gamify innovation
A company that gamifies
will be as important as
eBay, Facebook, or Amazon
Source: Gartner Press Release Egham, UK, April12, 2011:
http://www.gartner.com/it/page.jsp?id=1629214
It’s coming to
an enterprise
near you!
Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
Market: from $100M in 2011 to over $2.8B in 2016
Growth: 155% in 2011, 197% in 2012
47% focus on user engagement
Enterprise is the largest
market segment
Enterprise is 25% of the
gamification market
Source: M2: http://www.m2research.com/gamification.htm
It’s Big Money!
Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
Millennials have 10,000 hours of gaming by age 21
The 10,000-Hour Rule – Outliers by Malcolm Gladwell
They are 25% of the workforce
In 2014, they will be 36%,
and in 2020, 46%
“Maximizing Millennials” UNC Kenan-Flagler Business School
Best Way to Engage Millennial Workers
Jane McGonigal: Gaming Can Make A Better World
Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
Prepare for
Game Changers
Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
Game Changers – Build a Plan!
1. Understand player motivation
2. Gamified UA architecture
3. UA patterns
4. Gamification terminology
5. Gamified messages
6. Writing style
7. Scheduling for playtesting,
iterations
8. Administration and
upgrade considerations
9. Accessibility
10. Localization
Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
1. Understand Player Motivation
Sample motivators:
• Completing a task
• Gaining skills
• Learning
• Exploring
• Solving problems
• Sharing
• Cooperating
• Getting visibility
• Competing
• Winning
Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
Know What Motivates Players
http://nikeplus.nike.com/plus/
Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
2. Gamified User Assistance Architecture
Sample considerations:
• Plan player’s journey
• Provide onboarding
• Organize by quests, levels
• Address all stages of
the player lifecycle
• Keep players in the game,
from novice
through mastery
Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
Organize by Quests and Levels
Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
http://www.khanacademy.org/about
Encourage
players to
level up
3. User Assistance Patterns
Sample patterns for gamification:
• Onboarding tutorials
• Quests
• Embedded tips
• Messages to
motivate,
show progress,
level up
• FAQs, forum
Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
Level Up for IBM Connections
4. Gamification Terminology
New terms from games
Examples:
• Onboarding
• Avatar
• Quests
• Leveling up
• Leaderboards
• Virtual goods
Visual Studio Brings Gamification to Development Visual Studio Achievements Program
Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
5. Gamified Messages
• Goals and rules
• Strategy and tactics
• Guidance toward mastery
• Progress messages
• Feedback, encouragement,
motivation
• Rewards for leveling up,
meeting goals
• Links to game FAQ
Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
Guide Players Toward Mastery
http://www.informationweek.com/thebrainyard/slideshows/view/232901489/7-examples-put-gamification-to-work?pgno=3
Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
6. Writing Style
Informal, fun, friendly – engage and motivate players
Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
http://amyjokim.com/2012/09/19/social-engagement-whos-playing-how-do-they-like-to-engage/
Amy Jo Kim’s
Social Actions
Matrix
7. Schedule for Playtesting, Iterations
http://www.microsoft.com/en-us/playtest/default.aspx
Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
Powered by APIs
Give plenty of warning
8. Administration and Upgrade
http://nikeplus.nike.com/plus/
Administering gamification with Adobe’s Digital Marketing Suite
(incorporates gamification analytics through a partnership with BunchBall)
Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
9. Accessibility
If your product is required to be accessible, ensure that the product and
documentation conform to corporate accessibility guidelines.
http://www.includification.com/
Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
Localizing games involves more than translation. Allow extra time.
Consider the country and culture.
10. Localization
Examples:
• Rewards: What motivates one
culture may not appeal to others
• Quests: Customize to
country and corporate culture
• Feedback: Consider societal norms
• Legal: Be aware of privacy laws
• Leaderboards: In some cultures,
being #1 is not desirable
http://schedule.gdconf.com/sessions/track/localization-summit
Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
Game Changers – Build a Plan!
1. Understand player motivation
2. Gamified UA architecture
3. UA patterns
4. Gamification terminology
5. Gamified messages
6. Writing style
7. Scheduling for playtesting,
iterations
8. Administration and
upgrade considerations
9. Accessibility
10. Localization
Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
User Assistance
Examples
Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
Gamification of Office
A game that makes
you better at your job.
Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
Microsoft Office Ribbon Hero 2
Design Levels and Quests
Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
http://ribbonhero.com/
Provide a Challenge
Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
http://ribbonhero.com/
Give Guidance
Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
http://ribbonhero.com/
Motivate Players
Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
http://ribbonhero.com/
Keep it Fun
Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
http://ribbonhero.com/
Gamification of Learning
http://blogs.adobe.com/phosphors/2012/06/play-levelup-for-photoshop-and-win.html
Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
Use missions to
teach skills
Tie in to Social Networks
https://www.facebook.com/LevelUpForPhotoshop
Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
Gamification of Training
Cisco exam prep game levels
Cisco exam prep game
https://learningnetwork.cisco.com/docs/DO
C-3820Cisco Mind Share Learning Game
Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
Helps network
admins prep for
certification
Gamification of Reading
Read Social App http://www.readsocialapp.com
Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
World's First Gamified Reading App
Read Social App http://www.readsocialapp.com
Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
Read Social Library
Read Social App http://www.readsocialapp.com
Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
Read Social Library
Read Social App http://www.readsocialapp.com
Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
Read Social Library
Read Social App http://www.readsocialapp.com
Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
Unlock Content
Read Social App http://www.readsocialapp.com
Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
Read Social App http://www.readsocialapp.com
Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
Make Reading Fun & Challenging
Read Social App http://www.readsocialapp.com
Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
Engage Readers
Read Social App http://www.readsocialapp.com
Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
Motivate Players
Read Social App http://www.readsocialapp.com
Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
Provide Quests
Read Social App http://www.readsocialapp.com
Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
Guide Readers on Their Journey
Read Social App http://www.readsocialapp.com
Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
Make
players feel
good about
learning!
Show Reading Progress
Read Social App http://www.readsocialapp.com
Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
Check Learning
Read Social App http://www.readsocialapp.com
Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
Resources for
Learning More
Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
Gamification Framework
Kevin Werbach, For The Win: How Game
Thinking Can Revolutionize Your Business
1. Define business objectives
2. Describe your players
3. Delineate target behaviors
4. Devise activity loops
5. Don't forget the fun
6. Deploy appropriate
tools
Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
• Marta Rauch, Gamification is Here: Build a Winning Plan, STC Intercom,
http://intercom.stc.org/2012/12/gamification-is-here-build-a-winning-plan/
• Kevin Werbach, Dan Hunter: For The Win: How Game Thinking Can Revolutionize Your Business:
http://wdp.wharton.upenn.edu/books/for-the-win/
• Gamification course taught online by Kevin Werbach through Coursera: https://www.coursera.org/course/gamification
• Gartner Press Release Egham, UK, April12, 2011 http://www.gartner.com/it/page.jsp?id=1629214
• M2 Research http://www.m2research.com/gamification.htm
• Jane McGonigal, TED talk on how games can make a better world http://blog.ted.com/2010/03/17/gaming_can_make/
• For the Win: What’s the big deal about Bartle’s Player Types? http://gamifyforthewin.com/2012/08/whats-the-big-deal-about-bartles-player-types/
• Richard Bartle, “Hearts, Clubs, Diamonds, Spades: Players Who Suit MUDs” http://www.mud.co.uk/richard/hcds.htm
• Amy Jo Kim, Gamification 101: Design the Player Journey Social Engagement: Who's playing, how do they like to engage?
• Gamification Gets Down to Business http://articles.businessinsider.com/2011-07-20/tech/30034737_1_ibm-executive-ibm-employees-sametime
• Cisco Information Through Play http://www.nomimes.com/casestudies/hunt/
• Nitro for SalesForce http://www.bunchball.com/products/nitroforsalesforce, http://www.youtube.com/watch?v=LprAZKSnm4Q
• Ribbon Hero: How Microsoft Made Office Fun http://www.youtube.com/watch?v=TRhjOBhAPb8
• Why IBM Represents the Future of Social Business http://articles.businessinsider.com/2011-07-20/tech/30034737_1_ ibm-executive-ibm-employees-
sametime
• 7 Examples: Put Gamification to Work http://www.informationweek.com/thebrainyard/slideshows/view/232901489/7-examples-put-gamification-to-work
• Game Accessibility http://www.game-accessibility.com/index.php?pagefile=visual http://www.gameaccessibilityguidelines.com/guidelines/full-list/
• Game Localization, http://gamelocalisation.wordpress.com/
• Bringing Gamification to Adobe’s Digital Marketing Suite http://venturebeat.com/2011/11/16/bunchball-brings-gamification-to-adobes-digital-
marketing-suite/
• Gabe Zichermann and Joselin Linder, The Gamification Revolution: How Leaders Leverage Game Mechanics to Crush the Competition,
http://www.amazon.com/Gamification-Revolution-Leverage-Mechanics-
Competition/dp/0071808310/ref=la_B002W1MUQW_1_1?ie=UTF8&qid=1366931862&sr=1-1
• Read Social App http://www.readsocialapp.com http://www.gamification.co/2013/04/09/introducing-readsocial-app/
Selected Resources
Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
Game On!
Your goal: Learn gamification skills to prepare for new projects and
enhance your career.
Your strategy: Gain skills by completing quests and progressing
through levels. Demonstrate mastery when you complete Level 6.
Power ups: After you complete each level, you earn a badge. After
you level up to Level 6, you are ready to work on gamification projects!
Badges and levels:
Level 1
Newbie
Level 2
Apprentice
Level 3
Gamer
Level 4
Enterprising
Level 5
Designer
Level 6:
Guru!
Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
Your quest
Attend this presentation and listen for tips.
Level 1: Journey Begun
Level 1
Newbie
Level 1 Level 2 Level 3 Level 4 Level 5 Level 6
Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
Level 2: Gamification Technology
Your quest
Learn about gamification providers.
Check out Gamificationco’s list of vendors. Level 2
Apprentice
Level 1 Level 2 Level 3 Level 4 Level 5 Level 6
Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
Level 3: Deeper Understanding
Level 3
Gamer
Your quest
• Play games to understand game mechanics,
dynamics, onboarding, leveling up, rewards,
language, aesthetics
• Become familiar with game concepts and
terminology
Level 1 Level 2 Level 3 Level 4 Level 5 Level 6
Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
Level 4: Involved
Your quest
• Learn about gamification projects at your company.
Suggest ways gamification can address business needs.
• Connect to gamification communities via social media.
• Read gamification articles and posts.
• Attend gamification events and conferences
like GSummit.
• Get certified!
Level 4
Enterprising
Level 1 Level 2 Level 3 Level 4 Level 5 Level 6
Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
Level 5: Design and Playtest
Your quest
Design a gamification system.
1. Pick an enterprise problem suitable for gamification
that addresses business needs.
2. Understand your players, learn what motivates them.
3. Plan business objectives, game dynamics, mechanics,
components, player journey, feedback, intrinsic rewards.
4. Create a storyboard and mockup. Make it fun!
5. Invite players to playtest the game.
6. Confirm that players are motivated to reach goal,
game meets business objectives, and is fun.
7. Incorporate feedback, iterate, measure success.
Level 5
Designer
Level 1 Level 2 Level 3 Level 4 Level 5 Level 6
Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
Level 6: Mission Accomplished!
Your quest
• Hold an internal Gamification Summit. Collaborate to
gamify your company’s products and communities.
• Hold a focus group to understand player motivation
and how to enhance experience with gamification.
• Design game systems that are fun and meet
business needs using internal motivation.
• Measure success. Do playtesting and iterations.
• Enjoy increased customer engagement, learning,
motivation, satisfaction, loyalty, and retention.
Level 6
Guru
Level 1 Level 2 Level 3 Level 4 Level 5 Level 6
Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
You are developing gamification skills, and are on track
for 2015, when 50% of enterprises will gamify innovation,
and 70% will have at least one gamified product.
Following the tips in this presentation will help you achieve your goal.
You’re in the game!
Best wishes for success with your
gamification project.
Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
Share the top takeaway you heard today.
Take the Challenge!
Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
• Understand importance of gamification
• Prepare for game changers
• Look at gamified user assistance
• Know key resources
Tip! Details are in my slides posted on SlideShare:
http://www.slideshare.net/MartaRauch
Mission Accomplished
Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
Key Takeaway:
Gamification is here.
Get Your Game On!
• @martarauch
• Marta Rauch
• +Marta Rauch
• Marta Rauch
Connect
with me
Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
Thank You!
About the Speaker
The statements and opinions expressed here are the author’s own and do not necessarily represent those of Oracle Corporation.
Marta Rauch is a principal information developer and team lead at Oracle, where
she participates in corporate gamification initiatives.
She has worked at two game companies, completed the 2012 Gamification
course via Coursera and Kevin Werbach of the Wharton School, and is a
Certified Gamification Designer.
An STC Associate Fellow, Marta is a frequent presenter for conferences and
webinars, and has published articles for STC Intercom, IEEE, and the Center for
Information Development Management Best Practices. She has received 15 STC
awards for individual and team projects at the regional and international level.
Marta holds a BA from Stanford University, a teaching credential, and a certificate
from UC Extension in Managing the Development of Technical Communication.
Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.

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Game On: Creating User Assistance for Gamified Products

  • 1. Game On! Creating User Assistance for Gamified Products Marta Rauch @martarauch #STC13
  • 2. • Understand importance of gamification • Prepare for game changers • Look at gamified user assistance • Know key resources Tip! My slides are posted on SlideShare: http://www.slideshare.net/MartaRauch Our Mission Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013. Key Takeaway: Gamification is here. Get Your Game On!
  • 3. Your Challenge Listen for your top takeaway --> Share with group Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
  • 4. The Importance of Gamification Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
  • 5. .. A Simple Definition Game techniques …in non-game situations …to motivate people and drive behavior Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
  • 6. Game dynamics – motivate behavior Examples: scenario, rules, progression Game mechanics – help achieve goals Examples: teams, competitions, rewards, feedback Game components – track progress Examples: quests, points, levels, badges, collections Badgeville http://badgeville.com/ Game Techniques in Gamification Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
  • 7. Enterprise Gamification is Growing By 2014, over 70% of companies will have at least one gamified product By 2015, over 50% will gamify innovation A company that gamifies will be as important as eBay, Facebook, or Amazon Source: Gartner Press Release Egham, UK, April12, 2011: http://www.gartner.com/it/page.jsp?id=1629214 It’s coming to an enterprise near you! Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
  • 8. Market: from $100M in 2011 to over $2.8B in 2016 Growth: 155% in 2011, 197% in 2012 47% focus on user engagement Enterprise is the largest market segment Enterprise is 25% of the gamification market Source: M2: http://www.m2research.com/gamification.htm It’s Big Money! Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
  • 9. Millennials have 10,000 hours of gaming by age 21 The 10,000-Hour Rule – Outliers by Malcolm Gladwell They are 25% of the workforce In 2014, they will be 36%, and in 2020, 46% “Maximizing Millennials” UNC Kenan-Flagler Business School Best Way to Engage Millennial Workers Jane McGonigal: Gaming Can Make A Better World Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
  • 10. Prepare for Game Changers Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
  • 11. Game Changers – Build a Plan! 1. Understand player motivation 2. Gamified UA architecture 3. UA patterns 4. Gamification terminology 5. Gamified messages 6. Writing style 7. Scheduling for playtesting, iterations 8. Administration and upgrade considerations 9. Accessibility 10. Localization Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
  • 12. 1. Understand Player Motivation Sample motivators: • Completing a task • Gaining skills • Learning • Exploring • Solving problems • Sharing • Cooperating • Getting visibility • Competing • Winning Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
  • 13. Know What Motivates Players http://nikeplus.nike.com/plus/ Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
  • 14. 2. Gamified User Assistance Architecture Sample considerations: • Plan player’s journey • Provide onboarding • Organize by quests, levels • Address all stages of the player lifecycle • Keep players in the game, from novice through mastery Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
  • 15. Organize by Quests and Levels Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013. http://www.khanacademy.org/about Encourage players to level up
  • 16. 3. User Assistance Patterns Sample patterns for gamification: • Onboarding tutorials • Quests • Embedded tips • Messages to motivate, show progress, level up • FAQs, forum Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013. Level Up for IBM Connections
  • 17. 4. Gamification Terminology New terms from games Examples: • Onboarding • Avatar • Quests • Leveling up • Leaderboards • Virtual goods Visual Studio Brings Gamification to Development Visual Studio Achievements Program Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
  • 18. 5. Gamified Messages • Goals and rules • Strategy and tactics • Guidance toward mastery • Progress messages • Feedback, encouragement, motivation • Rewards for leveling up, meeting goals • Links to game FAQ Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
  • 19. Guide Players Toward Mastery http://www.informationweek.com/thebrainyard/slideshows/view/232901489/7-examples-put-gamification-to-work?pgno=3 Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
  • 20. 6. Writing Style Informal, fun, friendly – engage and motivate players Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013. http://amyjokim.com/2012/09/19/social-engagement-whos-playing-how-do-they-like-to-engage/ Amy Jo Kim’s Social Actions Matrix
  • 21. 7. Schedule for Playtesting, Iterations http://www.microsoft.com/en-us/playtest/default.aspx Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
  • 22. Powered by APIs Give plenty of warning 8. Administration and Upgrade http://nikeplus.nike.com/plus/ Administering gamification with Adobe’s Digital Marketing Suite (incorporates gamification analytics through a partnership with BunchBall) Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
  • 23. 9. Accessibility If your product is required to be accessible, ensure that the product and documentation conform to corporate accessibility guidelines. http://www.includification.com/ Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
  • 24. Localizing games involves more than translation. Allow extra time. Consider the country and culture. 10. Localization Examples: • Rewards: What motivates one culture may not appeal to others • Quests: Customize to country and corporate culture • Feedback: Consider societal norms • Legal: Be aware of privacy laws • Leaderboards: In some cultures, being #1 is not desirable http://schedule.gdconf.com/sessions/track/localization-summit Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
  • 25. Game Changers – Build a Plan! 1. Understand player motivation 2. Gamified UA architecture 3. UA patterns 4. Gamification terminology 5. Gamified messages 6. Writing style 7. Scheduling for playtesting, iterations 8. Administration and upgrade considerations 9. Accessibility 10. Localization Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
  • 26. User Assistance Examples Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
  • 27. Gamification of Office A game that makes you better at your job. Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013. Microsoft Office Ribbon Hero 2
  • 28. Design Levels and Quests Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013. http://ribbonhero.com/
  • 29. Provide a Challenge Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013. http://ribbonhero.com/
  • 30. Give Guidance Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013. http://ribbonhero.com/
  • 31. Motivate Players Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013. http://ribbonhero.com/
  • 32. Keep it Fun Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013. http://ribbonhero.com/
  • 33. Gamification of Learning http://blogs.adobe.com/phosphors/2012/06/play-levelup-for-photoshop-and-win.html Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013. Use missions to teach skills
  • 34. Tie in to Social Networks https://www.facebook.com/LevelUpForPhotoshop Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
  • 35. Gamification of Training Cisco exam prep game levels Cisco exam prep game https://learningnetwork.cisco.com/docs/DO C-3820Cisco Mind Share Learning Game Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013. Helps network admins prep for certification
  • 36. Gamification of Reading Read Social App http://www.readsocialapp.com Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
  • 37. World's First Gamified Reading App Read Social App http://www.readsocialapp.com Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
  • 38. Read Social Library Read Social App http://www.readsocialapp.com Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
  • 39. Read Social Library Read Social App http://www.readsocialapp.com Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
  • 40. Read Social Library Read Social App http://www.readsocialapp.com Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
  • 41. Unlock Content Read Social App http://www.readsocialapp.com Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
  • 42. Read Social App http://www.readsocialapp.com Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
  • 43. Make Reading Fun & Challenging Read Social App http://www.readsocialapp.com Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
  • 44. Engage Readers Read Social App http://www.readsocialapp.com Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
  • 45. Motivate Players Read Social App http://www.readsocialapp.com Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
  • 46. Provide Quests Read Social App http://www.readsocialapp.com Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
  • 47. Guide Readers on Their Journey Read Social App http://www.readsocialapp.com Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013. Make players feel good about learning!
  • 48. Show Reading Progress Read Social App http://www.readsocialapp.com Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
  • 49. Check Learning Read Social App http://www.readsocialapp.com Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
  • 50. Resources for Learning More Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
  • 51. Gamification Framework Kevin Werbach, For The Win: How Game Thinking Can Revolutionize Your Business 1. Define business objectives 2. Describe your players 3. Delineate target behaviors 4. Devise activity loops 5. Don't forget the fun 6. Deploy appropriate tools Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
  • 52. • Marta Rauch, Gamification is Here: Build a Winning Plan, STC Intercom, http://intercom.stc.org/2012/12/gamification-is-here-build-a-winning-plan/ • Kevin Werbach, Dan Hunter: For The Win: How Game Thinking Can Revolutionize Your Business: http://wdp.wharton.upenn.edu/books/for-the-win/ • Gamification course taught online by Kevin Werbach through Coursera: https://www.coursera.org/course/gamification • Gartner Press Release Egham, UK, April12, 2011 http://www.gartner.com/it/page.jsp?id=1629214 • M2 Research http://www.m2research.com/gamification.htm • Jane McGonigal, TED talk on how games can make a better world http://blog.ted.com/2010/03/17/gaming_can_make/ • For the Win: What’s the big deal about Bartle’s Player Types? http://gamifyforthewin.com/2012/08/whats-the-big-deal-about-bartles-player-types/ • Richard Bartle, “Hearts, Clubs, Diamonds, Spades: Players Who Suit MUDs” http://www.mud.co.uk/richard/hcds.htm • Amy Jo Kim, Gamification 101: Design the Player Journey Social Engagement: Who's playing, how do they like to engage? • Gamification Gets Down to Business http://articles.businessinsider.com/2011-07-20/tech/30034737_1_ibm-executive-ibm-employees-sametime • Cisco Information Through Play http://www.nomimes.com/casestudies/hunt/ • Nitro for SalesForce http://www.bunchball.com/products/nitroforsalesforce, http://www.youtube.com/watch?v=LprAZKSnm4Q • Ribbon Hero: How Microsoft Made Office Fun http://www.youtube.com/watch?v=TRhjOBhAPb8 • Why IBM Represents the Future of Social Business http://articles.businessinsider.com/2011-07-20/tech/30034737_1_ ibm-executive-ibm-employees- sametime • 7 Examples: Put Gamification to Work http://www.informationweek.com/thebrainyard/slideshows/view/232901489/7-examples-put-gamification-to-work • Game Accessibility http://www.game-accessibility.com/index.php?pagefile=visual http://www.gameaccessibilityguidelines.com/guidelines/full-list/ • Game Localization, http://gamelocalisation.wordpress.com/ • Bringing Gamification to Adobe’s Digital Marketing Suite http://venturebeat.com/2011/11/16/bunchball-brings-gamification-to-adobes-digital- marketing-suite/ • Gabe Zichermann and Joselin Linder, The Gamification Revolution: How Leaders Leverage Game Mechanics to Crush the Competition, http://www.amazon.com/Gamification-Revolution-Leverage-Mechanics- Competition/dp/0071808310/ref=la_B002W1MUQW_1_1?ie=UTF8&qid=1366931862&sr=1-1 • Read Social App http://www.readsocialapp.com http://www.gamification.co/2013/04/09/introducing-readsocial-app/ Selected Resources Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
  • 53. Game On! Your goal: Learn gamification skills to prepare for new projects and enhance your career. Your strategy: Gain skills by completing quests and progressing through levels. Demonstrate mastery when you complete Level 6. Power ups: After you complete each level, you earn a badge. After you level up to Level 6, you are ready to work on gamification projects! Badges and levels: Level 1 Newbie Level 2 Apprentice Level 3 Gamer Level 4 Enterprising Level 5 Designer Level 6: Guru! Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
  • 54. Your quest Attend this presentation and listen for tips. Level 1: Journey Begun Level 1 Newbie Level 1 Level 2 Level 3 Level 4 Level 5 Level 6 Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
  • 55. Level 2: Gamification Technology Your quest Learn about gamification providers. Check out Gamificationco’s list of vendors. Level 2 Apprentice Level 1 Level 2 Level 3 Level 4 Level 5 Level 6 Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
  • 56. Level 3: Deeper Understanding Level 3 Gamer Your quest • Play games to understand game mechanics, dynamics, onboarding, leveling up, rewards, language, aesthetics • Become familiar with game concepts and terminology Level 1 Level 2 Level 3 Level 4 Level 5 Level 6 Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
  • 57. Level 4: Involved Your quest • Learn about gamification projects at your company. Suggest ways gamification can address business needs. • Connect to gamification communities via social media. • Read gamification articles and posts. • Attend gamification events and conferences like GSummit. • Get certified! Level 4 Enterprising Level 1 Level 2 Level 3 Level 4 Level 5 Level 6 Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
  • 58. Level 5: Design and Playtest Your quest Design a gamification system. 1. Pick an enterprise problem suitable for gamification that addresses business needs. 2. Understand your players, learn what motivates them. 3. Plan business objectives, game dynamics, mechanics, components, player journey, feedback, intrinsic rewards. 4. Create a storyboard and mockup. Make it fun! 5. Invite players to playtest the game. 6. Confirm that players are motivated to reach goal, game meets business objectives, and is fun. 7. Incorporate feedback, iterate, measure success. Level 5 Designer Level 1 Level 2 Level 3 Level 4 Level 5 Level 6 Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
  • 59. Level 6: Mission Accomplished! Your quest • Hold an internal Gamification Summit. Collaborate to gamify your company’s products and communities. • Hold a focus group to understand player motivation and how to enhance experience with gamification. • Design game systems that are fun and meet business needs using internal motivation. • Measure success. Do playtesting and iterations. • Enjoy increased customer engagement, learning, motivation, satisfaction, loyalty, and retention. Level 6 Guru Level 1 Level 2 Level 3 Level 4 Level 5 Level 6 Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
  • 60. You are developing gamification skills, and are on track for 2015, when 50% of enterprises will gamify innovation, and 70% will have at least one gamified product. Following the tips in this presentation will help you achieve your goal. You’re in the game! Best wishes for success with your gamification project. Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
  • 61. Share the top takeaway you heard today. Take the Challenge! Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.
  • 62. • Understand importance of gamification • Prepare for game changers • Look at gamified user assistance • Know key resources Tip! Details are in my slides posted on SlideShare: http://www.slideshare.net/MartaRauch Mission Accomplished Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013. Key Takeaway: Gamification is here. Get Your Game On!
  • 63. • @martarauch • Marta Rauch • +Marta Rauch • Marta Rauch Connect with me Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013. Thank You!
  • 64. About the Speaker The statements and opinions expressed here are the author’s own and do not necessarily represent those of Oracle Corporation. Marta Rauch is a principal information developer and team lead at Oracle, where she participates in corporate gamification initiatives. She has worked at two game companies, completed the 2012 Gamification course via Coursera and Kevin Werbach of the Wharton School, and is a Certified Gamification Designer. An STC Associate Fellow, Marta is a frequent presenter for conferences and webinars, and has published articles for STC Intercom, IEEE, and the Center for Information Development Management Best Practices. She has received 15 STC awards for individual and team projects at the regional and international level. Marta holds a BA from Stanford University, a teaching credential, and a certificate from UC Extension in Managing the Development of Technical Communication. Marta Rauch @martarauch "Game On: Creating User Assistance for Gamified Products" STC Summit 2013. Copyright 2013.