Conference Notes

Notes on BP304 Become a Social Business: Leverage User Adoption Through Gamification

Sasja Beerendonk, a collaboration consultant at e-office, is talking about the role of gamification in achieving user adoption. It’s a very popular session – the room is about 80% full; easily 300 people in the room. Some notes:

1. Focus is on how to use gamification to drive user adoption of IBM Connections. Sasja’s work is about helping companies with user adoption.

2. Gamification – using game elements and game design techniques in non-game situations. The point is to achieve something else – adoption of better ways of working. It’s about meaning and purpose. Gamification will possibly solve the short-term engagement problem.

3. Gamification – is used widely in consumer applications. Increasingly being used in other areas – utilities, car usage. And other technology examples – LinkedIn profile completion. Gartner’s research says that Global 2000 organizations will make increased use of gamification.

4. By the time most people are 21, they have spent 10,000 hours playing games. They are an expert in … playing games. How could we get people to spend 10,000 hours learning new collaboration approaches and tools. Assertion – let’s use gamification methods to get them to learn new approaches / tools.

5. User adoption – from “the way we work now,” to “the way we work new,” and then to “the way we work now.”

6. e-office’s “yellow and blue” – yellow (smart and flexible), and blue (structure and process). The yellow is supported by tools like IBM Connections – supporting knowledge, creativity, collaboration, etc. The blue processes are still important. So the approach is to integrate the yellow and blue, and get people to go back-and-forth between them.

7. Motivation – see Maslow’s hierarchy of needs, plus Dan Pink’s intrinsic motivators (purpose, autonomy, mastery). From Fogg’s behavioral model, three things need to work together – motivation, ability, and trigger.

8. Clicker training for a dog. Works by building up from simple actions to complex processes. Sasja played this video …

9. Application to user adoption with IBM Connections – small steps, instant feedback, and positive rewards.
– gamification – measure, reward, enhance.
– need to have a compelling narrative about why it is important.
– tasks need to be challenging, but achievable.

10. Roadblocks to change – a variety of them. Eg., fear of the unknown, comfort with the status quo, pushback on being forced to change. Sasja says that gamification can help with overcoming such roadblocks.

11. Adding gamification to IBM Connections:
– Eg., shows how complete your profile is, and what the next step is.
– It’s about increased utility, rather than punishment. Financial rewards works for a little bit, then it stops.
– Helps with developing intrinsic rewards.

12. There are some products available for IBM Connections:
– Badgeville
– Bunchball
– ISW Kudos Badges
– TemboSocial

13. (Michael’s comment) If you don’t like the term gamification, how about “directional in-context guidance”? Eg., here’s the next thing to do – a bit like a personal coach built into the system.

Thanks to Sasja for the mention of my book, User Adoption Strategies 2nd Ed. (2012). For those of you at IBM Connect 2013, the book is available in the bookstore in the Expo Hall – and you don’t have to pay postage to get it.