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Desirable
Behaviors
Alireza Ranjbar SHourabi
@ARSHourabi
Sustainable growth
moves through hard-
work and creativity!
I love growth, using creativity and fun
approaches for all sides of business
u @ALMgames (game studio)
u @Faranesh (e-learning platform)
u @Hamsaa (innovation social network)
u @Fanap (fintech)
u @IGA : Iran Gamification Association
u @Roshdino : Growth Hacking event
u @ICON (VAS)
Your LIFE?
Your WAR?
Your WAR and LIFE
u Profit
u Attention
u Loyalty
u Desired behaviors
u To be Selected over competition
u So we have to design a journey to get the desired behavior that
includes attention and loyalty which will make customers select us
instead of competition that will result in our profit!
Let’s see a usage
How to affect
Human
behavior?
How to affect Human behavior
u Inspiration
u the process of being mentally stimulated to do or feel something
u especially to do something creative.
uManipulation
u handle or control (a tool, mechanism, information) in a skillful manner.
u control or influence (a person or situation) cleverly or unscrupulously.
Broccoli Example
u Htas2r38 gene (blocks the uptake of iodine to the thyroid)
u 70% of all humans
u Takes the average child 12 years to go from hating broccoli to loving it.
u Force
u Convince
u Airplane game / Stops working after a while
u Use sauce / Health issues of sauce
u Action / Achievement / Reward loop
Gamification Definition
The Process of Game
Design-Thinking and game
Mechanics To Engage users
and Solve Problems.
Game Mechanics
What is Gamification?
Let’s see a usage
Game Mechanics
Types and Divisions
uStructural / Content
uExterior
uInterior
uCustomer / Employee
uSocial Good
Main Usage
4 Dominant Applications of Gamification
uProduct Gamification
uWorkplace Gamification
uMarketing Gamification
uLifestyle Gamification
Habit RPG
Fitocracy
Chore Wars
Gamification Workflow
u Gamification Model Canvas
u Gamification Frameworks
u Design
u Test and upgrade
u Test and upgrade
u ...
u ....
u .....
GMC
Framework
Let’s see a usage
MDA Framework
Prof. Kevin Werbach : A design framework
u 1. DEFINE business objectives
u 2. DELINEATE target behaviors
u 3. DESCRIBE your players
u 4. DEVISE activity loops
u 5. DON’T forget the fun!
u 6. DEPLOY the appropriate tools
Gamification Design is Agile Design
Let’s see a usage
The loop
Scaffolding
The Narrative
The Numbers
A glimpse of the future
Last word
Go for long-time
loyalty while boosting
short-time goals!
Thank you for Listening!
Alireza Ranjbar SHourabi
@ARSHourabi

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Desirable behaviors