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Gamification - Turning Customers into Advocates Prioritizing Requirements

Page history last edited by Carole-Ann Matignon 11 years, 3 months ago Saved with comment

The presentation has been uploaded in Slideshare.

 

Notes - Courtesy of Lee Courtney 

 

Speaker: Carole-Ann Matignon cmatignon@sparklinglogic.com

 

Former VP Product Mgt, now doing start-up.

 

How to apply game mechanics to gain user feedback. Mostly in B-B space.

 

Issues with existing feedback mechanisms? One user can dominate the conversation, a user can concentrate feedback on his/her specific problem/defect/enhancement request. How do we give voice to everyone in the room? How do we incite community dialog?

 

Q: How does one change the normal customer feedback mechanism?

A: You make the rules and make the experience fun for all.

 

They used a Monopoly Game experience with customers at a yearly user conference.

Used with existing customers only. Users had to pay for attendance at the conference.

 

Gave participants guidelines on the granularity of features requests - guided their thinking on feature request formulation, not content.

 

Each player given fixed amount of fake currency in the game. There was negotiation between players - this lead to ownership being assumed by players.

 

Created community and social interaction.

 

Participants left with positive feeling about experience of playing the game and the product.

 

They can correlate game participation with how much each customer spends on the product - they know who game players are and their buying history.

 

Helps to seed player thinking with ideas but need to avoid  creating a bias.

 

Types of distribution seen allocating fake currency to features? Typical was to spend half $ on one feature and then spread the remaining $ across other features. One major center of gravity.

 

Saw spending patterns were different before and after a major product release.

 

Also created a community of users that communicated with one another. Open participation - any attendee at the conference could play the game.

 

Always publish results of previous years game (e.g. features added to product as result of game votes) before playing new game at conference.

 

Never got a request they did not already think of - I find this surprising, maybe the demographic?

Disruptive innovation comes from a different channel - this produces incremental changes.

 

Elements of gamification:

1) social --> interaction between users,

2) ownership  --> users spend and allocate finite currency to buy into new features,

3) Engaging --> universal participation

 

What didn't work well? Sometimes got users that were not familiar with the product - new users, high level mgt that did not use product directly

 

Thinking about how to embed game elements in product *use*: scorecard, badges, reaching different levels, certification

 

"User Voice" similar user forum.

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