Gamification: Ejemplo nº 3

Y este es el tercer ejemplo del curso de Gamificación.

Como se puede ver, para simplificar la redacción de la respuesta, he optado por describir las acciones implicadas en la empresa como de compra y venta (sell and buy), a pesar de que, tal y como queda detallado en el enunciado y en los interesantes enlaces de dos párrafos más abajo, se trata de Consumo compartido, con lo que realmente se podría hablar más propiamente de alquiler. De cualquier modo, sigo pensando que conceptualmente se ha simplificado la redacción del ejercicio, y así se permite un enfoque más directo en todos los matices que la Gamificación aporta a la materia. Esa era la idea y espero que funcione , aunque recomiendo la visita a los enlaces sugeridos, por el evidente interés de lo que proponen y que poco a poco en nuestro país empieza a implantarse como algo más que una mera curiosidad. 

La nota final obtenida para este ejercicio fue la misma que para el segundo ejercicio: un 10 :-)

(se aceptan/esperan comentarios).

Enunciado:

Project Part III: Design Document

Now that you know the essential concepts about gamification and game design, it's time to use them. For this final task, we ask you to bring together creativity, technical feasibility, and business realities.

You are approached by Rashmi Horenstein, the CEO of ShareAll, a prominent company in the hot collaborative consumption space. (If you aren’t familiar with the concept, some good resources are CollaborativeConsumption.com (http://www.collaborativeconsumption.com/) and the March 9, 2013 cover story in the Economist (http://www.economist.com/news/leaders/21573104-internet-everything-hire-risesharing-economy).) She knows you are one of the top experts on gamification, which she has heard can revolutionize business. She asks you to present a proposal for a gamified system to take her business to the next level.

ShareAll’s mission is to make shared use of products and services as common as individual purchases. It follows the path of companies such as AirBnB (http://www.airbnb.com), Buzzcar (http://www.buzzcar.com), and Uber (http://www.uber.com), which allow sharing of particular products (cars, housing, etc). ShareAll’s patented technology makes it easy for consumers and business to share any product or service. ShareAll has also developed a global virtual currency, called Shares, which can be used to purchase access to any asset in the system. Shares can be exchanged for real money, and users can generate more Shares by sharing items or volunteering their time to complete tasks for others. ShareAll charges a small transaction fee whenever  Shares are generated, traded, or spent. Therefore, the more activity, the more money ShareAll makes.  Horenstein tells you that she cares about the social benefits of sustainability. However, ShareAll is a for-profit company, with investments and partnerships from some of the world’s largest corporations, so profits matter. Horenstein believes gamification could significantly help ShareAll’s business. She is eager to read your ideas.

Words: 0 / 1500

Provide a detailed description of your proposal, organized according to the design framework described in the lectures in Unit 7:

1. Define business objectives

2. Delineate target behaviors

3. Describe your players

4. Devise activity loops

5. Don’t forget the fun!

6. Deploy the appropriate tools

A summary of each concept is provided on the Gamification Design Framework (https://class.coursera.org/gamification-002/wiki/view?page=GamificationDesignFramework) page. Format: Maximum of 1500 words. A normal answer will have descriptive text, and/or a set of bullet points, for each of the six sections of the design framework. This is your final project. It is the most complex and worth the most points toward your overall score, so you have two weeks to complete it.

Resolución:

1: BUSINESS OBJECTIVES:

1.a) To raise the profit of the company, by increasing the activity into the system of ShareAll.

1.b) To promote a global consciousness in sustainability, which involves that people should Reduce, Reuse and Recycle (the three Rs) in order to care for the environment. This company will help improving the ratio of reusability of goods, by means of his own activity, consisting on helping people to fit his goods into a “second, third or even fourth life”.

2. TARGET BEHAVIORS:

2.a) We want to launch people into the experience of trying ShareAll and experiencing all of its features and possibilities.

2.b) They should lost the fear of buying something used from a particular. And lost the fear of selling something online, too. They have to discover the way ShareAll makes it that easy.

2.c) Create into players the instinct of searching at ShareAll for every good or service that they happen to need or desire.

2.d) Environmentally concerned choices.

• 2.a , 2.b and 2.c will contribute directly to achieve the 1.a objective (raise ShareAll´s profit) because they are just oriented to get people making use of all the services of the company, and not just the more basic ones. This will lead directly to a raising into the activity of the company. So, generally speaking, the scope is the double goal presented by professor Werbach: Get players playing, and keep them playing.

• 2.c and 2.d will help players find opportunities to make specific actions towards sustainability.

• Metrics and analytics for 2.a and 2.b: Recordings about which features were used by average player. Has player just bought something, or has "dared" to sell goods too? (ratios between buyers - sellers - buy and sell). Number of new users (who try out and buy something).

• Metrics for 2.c and 2.d: Degree of completion of the segments in which all the goods and services offered are classified (Planetary Progress Indicator. Will be explained at 4. Activity Loops)

3: THE PLAYERS:

ShareAll is open to anyone. That´s the spirit of the idea. Just need to be 18 years old, provide a few data for registration, and of course an internet connection, via pc, tablet or smartphone.

But in practice, they´re most likely to be 20-40 years old and have good skills on the internet. By means of their age, they are supposed to be at least conscious (and a bit instructed too) of the environmental issues. That will help on being sensitives to sustainability and Environmentally concerned choices.

In addition, according to Bartle´s classification of players, we will take profit of the Achiever, the Explorer and the Social side of every player.

• Achiever: Will love buying at low prices, and selling things that were condemned to trash, otherwise.

• Explorer: Will enjoy browsing through categories of opportunities at ShareAll.

• Social: Will help expanding ShareAll community by inviting friends to join, so he can now trade with them and negotiate good prices. So a high percentage of ShareAll users will be friends of former users that invited him to join.

4: ACTIVITY LOOPS:

Engagement Loops:

First of all: At ShareAll you won´t find points, badges or leaderboards. Intrinsic motivation will drive players to engagement and progression. Let´s escape from over-justification effect!

So, what kind of feedback will players find?

Feedback #1: Very low prices are the best reward. Due to the lack of intermediaries, things will be really cheap here. That´s instant tangible feedback.

Feedback #2: "Planetary Progress Indicator": There will be a kind of progress indicator, somehow like the Linkedin progress bar, but different in many ways: It´s not a straigth bar, but a circular one. Divided into segments, each one corresponding to one of the different kinds of goods and services . Visually, the overall effect will be designed to remind you to the planet earth´s image from the space.

Feedback #3: "Special Personal Offers": The system will propose you, each time you log in (but not just as you do it), a short series of deals that ShareAll heuristics considers suitable for you, and infers that maybe could be of your interest.

Progression Loops:

For the very beginners, scaffolding will be implemented in order to let them accomplish their first deals safely and quickly, without too many steps or awkward options to consider. So letting you feel confortable and confident, you will be accustomed to trade at ShareAll, soon.

As you get experienced as a user of ShareAll, the system will propose you to give some more details about yourself, and that data, combined to your personal data records (browsing, searches, purchases, sales, ...) will help to improve the results of the heuristics that will propose you special deals. Those proposals will try to help you explore new and unvisited segments of your own "Planetary Progress Indicator".

5: DON´T FORGET THE FUN! :

Feedback #1 => Saving money is fun. No doubt about this.

Feedback #2 => Gives the sense of relatedness.

Feedback #3 => Surprise! (Dopamine is fun).

According to Self Determination Theory, this will help to achieve fun as intrinsic motivation to players, due to the presence of the three characteristics studied: Competence, Autonomy, and Relatedness.

• Competence in the sense of being able to find the best (lowest) possible price for something you need.

• Autonomy, because you can trade directly with someone who owns the guitar you want to buy (as an example). You need supermarkets, salesmen or agents no more. And you make all the choices personally.

• Relatedness, due to the overall sustainability-supporting taste of this initiative (made explicit by the "Planetary Progress Indicator" as a reminder).

6: DEPLOY THE APPROPIATE TOOLS :

In addition to the tools and details provided before, It´s important to note the following:

• "Planetary Progress Indicator": Will have two sides: the inner side, to record times that you sold things corresponding to that category. And the outer side, to record the deals in which you bought things. So it´s overall appearance will be of two concentric rings, divided into sectors, each sector labeled with the category assigned ("motorbikes", "fresh vegetables", "computer and electronics", and so on, and so forth).

• Links to report to your friends via your favorite social media, will be implemented, in order to help you show your buyer/seller achievements, and to help ShareAll expanding to people already connected to you.

Gamification: Ejemplo nº 2

Antes no lo he explicado, así que aprovecho para contarlo ahora (los courserianos veteranos os podéis saltar este párrafo): El curso tuvo una duración de 6 semanas. En cada semana se daban dos temas, y al acabar la semana se hacía un examen tipo test, correspondiente a la materia de esos dos temas (realmente el examen lo puedes hacer desde el primer momento de la semana, pero existe ese límite o plazo de tiempo de 7 días). 

Para hacer el examen no tienes límite de tiempo, salvo el de la semana, y puedes repasar los vídeos y pdf de cada tema. Que nadie se confunda y piense que eso lo hace mucho más sencillo. El curso está diseñado para que aprendas. En ese sentido está también diseñada la Evaluación del mismo. Eso significa que al repasar y darle cuatrocientas vueltas para responder al examen, vas a aprender bastante más de lo que ya tenías asimilado. En alguna ocasión ya he comentado (aunque todavía de pasada, todo llegará), lo que @jmruiz me enseñó acerca de La evaluación como aprendizaje (sí, es el título del libro (1) que me prestó para ilustrarlo). En este curso parece que lo han tenido en cuenta.

Pues aparte de esos exámenes, hubo en total tres ejercicios escritos "a desarrollar", que son los que os estoy pasando como ejemplos. 

Este que os copiaré ahora es el segundo ejercicio del curso de Gamificación: 

Enunciado:

Project Part II: Motivation

You are approached by Ryan Morrison, the mayor of a medium-sized city in the Midwest of the United States. He has heard that you know a lot about gamification and believes that gamification techniques can transform city government.

He would like to start with the health of city employees. The city has 50,000 employees and they happen to have exactly the same rates of obesity as the U.S. average: 34.4% overweight (but not obese) and 33.9% of them are obese. 53.1% of the city’s employees do not meet the U.S. Physical Activity Guidelines for aerobic physical activity and 76% of them fail to meet the Guidelines for muscle-strengthening activity. The city pays for health benefits for its employees and this cost is a huge part of the city budget. Economists in Mayor Morrison’s office have estimated that a 3% improvement in the average physical fitness of city employees would amount to a US$94 million reduction in annual city health costs; a 5% improvement would save US$188 million.

Describe in general terms a gamified system that could effectively motivate behavior change to address the challenge presented above. Specifically, explain how the system would effectively incorporate intrinsic motivation, extrinsic motivation, or both. Your answer should address the fact that this is an internal gamification project, targeted at the institutional goals of the city government. The system can use any technology (or no technology!), so long as the resources required seem justified by the scope of the opportunity.

Format: Maximum of 500 words. A normal answer will be 2-3 paragraphs of text, and/or a set of bullet points. Your submission should be self-contained (not requiring the grader to view any outside materials) and should provide sufficient details for the grader to understand the basis for your statements.

Resolución:

In order to develop this project, we take profit of the fact that all city employees have internet connection available and a user and password assigned to access to this city´s intranet. So this will be an internet-based initiative. At this scale of city (50,000 employees) this will be the most effective and the cheapest.

Every PLAYER (each one of the city employees: So it´s Internal Gamification system) will have access to a plattform that contains a WIKI created and developed by the players.

This wiki will be focused on two main topics: Nutrition and Physical activities. Both of them independently considered, but having in mind that there exists one clear relationship between them.

As in every wiki, this one will be entirely written by its autorized users (50,000 people), and will consist on a compilation of articles about good nutritional habits, and healthy physical training routines.

Conveniently indexed, you can propose modifications or additions to every document of the wiki. Wiki´s scope is that players will search and study, and finally write his/her proposal of contribution to this knowledge base. But the story doesn´t end here: you can vote the other´s entries, so there will be a ranking score of the most valued articles. This ranking score will help you to find the more useful articles, so you can read and follow (if you decide so) its guidelines. The ranking score will help too on giving feedback to the writer.

Related to motivation, it´s important to remark: (we try to focus on INTRINSIC motivation, because of its
effectiveness):

• The fact of search, study and write down your own findings about the two topics (good nutritional habits, and physical activities) is related to INTRINSIC motivation, because you take direct profit of those findings, that for sure you find useful to apply for yourself.

• The ranking score works as a "pat on your shoulder" system, to encourage you to keep on with your study. It also makes you pride of your contribution, so this if a kind of different reward, this is EXTRINSIC motivation. (A system of Points, Badges and Leaderboards will be implemented)

• FEEDBACK with FINAL results: Publishing monthly updated statistics on obese people (INTRINSIC motivation).

• COMPETENCE: You get the knowledge required to ACHIEVE your fitness. And you get this knowledge not only writing something in the wiki, but also reading other´s job, and voting them. This is INTRINSIC motivation.

• AUTONOMY: There isn´t a proposal of activities previously written by experts. So YOU are the one to CHOOSE and propose. This makes sense in the way of Self Determination theory for INTRINSIC motivation.

• RELATEDNESS: As a part of the community of city employees, when you write something into the wiki, you are helping them (and helping yourself) on finding their best fit by acquiring good nutritional habits and good physical routines. This is INTRINSIC motivation, as Self Determination theory explains (You do it (also) for the benefit of the GROUP).

Referencias: 

(1) PÉREZ Gómez, Á., SOTO Gómez, E., SOLA Fernández, M., & SERVÁN Nuñez, M. J.La evaluación como aprendizaje, Córdoba, Junta de Andalucía, 2009.

Gamification: Ejemplo nº 1

Este ejemplo es mi primer ejercicio del curso de Gamificación. Es bastante corto, pues teníamos la limitación de 300 palabras como máximo. Asimismo no se nos pedía el desarrollo de un proyecto de gamificación (que va más en la línea de tercer ejercicio), sino una justificación de la idoneidad de la Gamificación como solución para la situación planteada. 

Por eso mismo, para el propósito de mostrar el sentido y las posibilidades de la gamificación, creo que está muy bien el empleo de estos tres ejercicios.

(La calificación obtenida en este ejercicio fue de 9 sobre 10, lo cual significa que no salió del todo mal)

Y como váis a comprobar, no lo he traducido: Tanto el enunciado como la resolución os los paso en inglés.   Igual que al ver una película buena, si se traduce pierdes parte de la gracia    ;-)

Lee el enunciado y piensa: ¿Cómo lo habrías hecho tú?

Enunciado:

Project Part I: Definition

You are an employee of Cereals Incorporated, a large manufacturer of breakfast food products. Your supervisor, Madison County, approaches you because she knows you recently took a course on gamification, which she has heard will revolutionize marketing.

She tells you that Cereals Inc. is about to release a new line of ready-to-eat breakfast pastries, and she wants to know whether to use gamification as part of the marketing strategy. The breakfast pastries will be aimed at the 18-35 age bracket. Surveys show members of this demographic often skip breakfast because they don’t want to eat the typical cereals of their youth, and they are too active to cook their own breakfasts. Market research indicates that the pastries are likely to appeal more to women than men by a 65%-35% ratio. Cereals Inc. has a 35% share of the overall breakfast food market, but only a 10% share of the fragmented ready-to-eat segment.

Provide as many reasons as you can why gamification could be a useful technique to apply to the situation your manager has presented to you. Explain why these reasons address the specific scenario provided. At this stage, focus on the problem rather than the solution. In other words, describe the goals of the project, not the particular game elements or other techniques you plan to use. We strongly encourage you to watch this week's lecture segments before attempting this assignment.

Resolución:

In order to be clear and concise, the main ideas can be structurated this way:

• Even today, in XXI Century, people have a lot of wrong concepts, bad nutritional habits, and tons of misinformation about food culture, health and diets.

• They don´t find useful "wasting time doing breakfast". We have to use a real "strong weapon" to convince them.

• 18-35 years old: They belong to a generation and a range of ages that is very used to interact and enjoy playing, so Gaming is the perfect hook with them.

• (We have to convince them, not their moms).

• They aren´t kids. So the trick (and the only way) is not to trick them: Make them see that they will be the ones who will WIN. (health and quality of life) We will just sell a little portion of the entire daily food they´ll choose to eat.

• Will they trust in our recipes, advices, or advertisings? No. So they have to discover by themselves and share between them the thruts and good principles of a balanced diet (maybe via a Collaborative Shared Nutritional WIKI).

• 18-35 years old: They´ll surely have internet access and initiative. So we will just provide the plattform and "spark the idea" (and a few more "structure", yes) They will search and study the principles of nutrition, to compose each one´s personalized diet, and to share and help advicing each others.

• They (mostly) have a bad habit of a lack of variety into their present day diets. They are used to eat the same thing (the same kind of food) every day. That´s clearly unhealthy. We have the challenge to make them discover the richness of our wide variety of pastry products, and how they will help improving their nutrition.