10 ways you can easily gamify your change interventions and get immediate results

Gamification is the application of game elements to non-game activities.??Whilst gamification has been around for a long time, it is only recently that it has been formalised as a structured method to achieve specific outcomes.

We see the application of gamification all around us.??Yes most of the apps we use on our phone have game design elements.??However, more broadly, we can see this all around us.??Through gamification design we can make significant behaviour changes.

Two of my favourite examples are:

1. ?Improving aim and decreasing spillage in urinals.

Amsterdam airport wanted to keep the urinals clean and reduce spillage.??They pinpointed the aimed spot within the urinal design where the least spillage happens.??What happened was that men would aim for the fly as a fun activity (or even aiming subconsciously), and thereby reducing spillage.

The fly acts as a target

2. Encouraging physical activity by taking steps vs. the escalator

In Sweden, they did an experiment to see if they could encourage people to take steps over the escalator by making it fun to use steps.??This was at Odenplan (where I used to frequent regularly on my way to bars in my younger days), a major subway stop in central Stockholm.??They turned the steps into a piano where stepping on a step would the be same as hitting a piano keyboard.??The result was that 66% of people chose the steps over the escalator.??Here is a video that shows the behaviour of people?as they use the stairs.?https://www.youtube.com/watch?v=7frzYFcbqjc

You will notice that these elements are not necessarily about playing a ‘game’ per se.??Instead, they’ve borrowed elements of game design to engage people and make it more fun.??However, ultimately there is a very clear goal and clear behaviours to be achieved.

6-D model of gamification

The 6-D model of gamification is a very practical step by step framework to help you design an effective change intervention using gamification.??The value of this framework is that it ensures that there is clear objectives and focus before jumping into utilising one of the many gamification tactics.

These are the 6 steps to follow:

1. Define Business Objectives?–?Define the goal you are aiming for.??Is it increasing stakeholder engagement scores???Is it increasing viewership of articles???Or is it getting users to follow the new process?
2. Delineate target behaviour?– Define the target behaviours you are aiming to achieve.??Note that behaviours need to be discrete and concrete.??Then, decide how you are going to measure them.??For example, let's say you want to get users to follow the new additional process steps.??What actions do you need users to perform???How do we know if these processes have been performed???Can the outcome of performing these steps be traced or observed???Are these documented???Are they easy to report on?
3. Describe your players?– How well do you know your target audience/users???In this step, you need to clearly articulate and define exactly what they are like.??For example, what are their demographics???How do they tend to behave???Do they have a history of behaving in certain ways in certain situations???If you need them to add more steps in a new process will they tend to ignore it?
4. Devise activity loops?– In this step, we are identifying the key motivation involved to sustain the desired behaviour.??Are there particular reinforcements required to sustain this behaviour???Do we need to design feedback loops???For example, if you need to ensure that the user performs 3 additional process steps, what triggers or reinforcements are required???What notifications need to be in place to remind the user and motivate him/her to perform these steps???And how do we reward those behaviours?
5. Don’t forget the fun?– This step may seem quite generic but nevertheless an important part of the design process.??People prefer to perform tasks that are more fun.??However, it is not always easy to determine what is considered fun.??It is about incorporating the element of interest and fun where possible to increase engagement.??For example, can the messaging or graphic design incorporate an element of fun???Or can the notification or reward elements be designed to incorporate fun?
6. Deploy appropriate tools?– This is the action step.??It is about choosing the right gamification tactic to deploy your change.??There is a very long list of various gamification tactics to be leveraged.??Here, we will review 10 different tactics and demonstrate examples from The Change Compass.

Now that we understand the theory and steps required. Let’s put these into practice.

10 example of gamification elements and how The Change Compass has applied this

1.Onboarding tutorials?

The classic approach for change practitioners in implementing changes has tended to rely on training.??However, depending on the change being introduced there are more engaging ways to socialise the change.

For example, with a new system, there are tools to create context-specific walk-throughs and detailed explanations that are more engaging.??These are not necessarily part of the tool design itself.??There are digital tools such as Stonly, Help Hero, as well as a myriad of others that may be leveraged to easily design context-specific onboarding.

Here are some examples of how we use context-specific onboarding walk-throughs and information.

This is the context-specific guide to help users navigate the features

The Help button on the right is context-specific to provide detailed guides

The Help button expands providing detailed guidance to the user

2. Theme?

At The Change Compass we love using the airport analogy because it explains the various components within the system that needs to hum for holistic portfolio change management.??Each plane is an initiative and how the airport is run is portfolio management.??The available runway is the business change capacity.??Stakeholders understand this because it’s a tangible analogy that they have experienced first-hand.??

We’ve embedded the airport theme in different parts of the application to create a sense of fun and visually more interesting.??For example,?here are some examples of how we have done this.

The user experiencing the airport analogy when creating an initiative

Another example of using graphics/language to be on theme

3. Random rewards?

This tactic is about creating excitement and unexpected reward to surprise users in a positive way.??Ideally, it would bring a smile to users since they were not expecting this pop-up or another form of reward.

For example, we have created various automation features to make it significantly faster for users to enter data.??And when the task is completed we surprise users with a pop-up that celebrates this task completion.

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