In this expert session, Manon Beurskens delves into the intriguing subject of gamification and its impact on various tools, using Toyota's "Glass of Water" application and LinkedIn as examples. The discussion revolves around the interplay between game objectives, organizational objectives, and player objectives.
Manon begins by exploring the concept of Toyota's "Glass of Water" app, where the game objective is to keep water in the glass without spilling it. However, the real value lies in its organizational objective - promoting eco-friendly driving behaviors - and the player objective, which could range from competitiveness to task completion. These objectives work synergistically; as players achieve their personal goals, Toyota's goal is simultaneously met.
The conversation then shifts to LinkedIn, a professional networking platform with game elements such as notifications and social rewards. Manon asks the audience to identify its hidden game objective. Although the specific objectives for LinkedIn aren't explicitly stated, it's clear that people collect connections (player objective) to achieve status and be part of larger groups, which is essential to their motivation to use the platform.
Manon proceeds to discuss the significance of gamification in engaging players to accomplish organizational goals. By incorporating game elements like competition or progression, organizations can successfully motivate players, leading to a win-win situation. Toyota's "Glass of Water" app and LinkedIn are prime examples of this concept.
Manon shares an insightful case study from a Toronto hospital that employed gamification through the Pain Squad Mobile app to encourage children to keep pain journals. The app allowed children to report their pain levels and earn badges as rewards, creating a sense of ownership, accomplishment, and social pressure. This approach was effective in encouraging children to engage with the tool, helping healthcare professionals better understand and address their patients' pain needs.
Five motivation drivers were identified from this study: ownership, empowerment, total pressure, meaning, and accomplishment and social pressure. The game mechanics that primarily triggered these motivators were control over the reporting process (ownership), rewards (accomplishment), social interaction with other users (social pressure), and being part of a squad working together to manage pain (meaning).
Manon emphasizes the importance of understanding motivation triggers in gamification. She explains that emotions, associations, creativity, and rational thinking are influenced by both sides of a tool - the emotional/creative right side and the logical/rational left side. In games, extrinsic motivators like accomplishment, points, badges, and leaderboards often drive external motivation. However, removing these triggers can result in losing motivation. Instead, focusing on intrinsic motivators such as empowerment, social pressure, and meaning is essential for sustained engagement.
Manon concludes her presentation by sharing a case study using the OPAALIS model to illustrate gamification's application in various contexts - learning skills, marketing, experimenting, and innovating.
