Coursera Pilot Avans Hogeschool Breda: Gamification, Final Written Assignment

http://courserapilotavans.blogspot.co.uk/2013/05/gamification-final-written-assignment.html[29/07/2014 16:11:59]
Coursera Pilot Avans
Hogeschool Breda
zondag 12 mei 2013
Gamification, Final Written Assignment
Project Part III: Design Document
Now that you know the essential concepts about gamification and game design, it's
time to use them. For this final task, we ask you to bring together creativity, technical
feasibility, and business realities.
You are approached by Rashmi Horenstein, the CEO of ShareAll, a prominent
company in the hot collaborative consumption space. (If you arent familiar with the
concept, some good resources are CollaborativeConsumption.com and the March 9,
2013 cover story in the Economist.) She knows you are one of the top experts on
gamification, which she has heard can revolutionize business. She asks you to
present a proposal for a gamified system to take her business to the next level.
ShareAlls mission is to make shared use of products and services as common as
individual purchases. It follows the path of companies such as AirBnB, Buzzcar,
and Uber, which allow sharing of particular products (cars, housing, etc). ShareAlls
patented technology makes it easy for consumers and business to share any
product or service. ShareAll has also developed a global virtual currency, called
Shares, which can be used to purchase access to any asset in the system. Shares
can be exchanged for real money, and users can generate more Shares by sharing
items or volunteering their time to complete tasks for others.
ShareAll charges a small transaction fee whenever Shares are generated, traded, or
spent. Therefore, the more activity, the more money ShareAll makes. Horenstein
tells you that she cares about the social benefits of sustainability. However,
ShareAll is a for-profit company, with investments and partnerships from some of the
worlds largest corporations, so profits matter. Horenstein believes gamification could
significantly help ShareAlls business. She is eager to read your ideas.
Provide a detailed description of your proposal, organized according to the
design framework described in the lectures in Unit 7:
1. Define business objectives
2. Delineate target behaviors
3. Describe your players
4. Devise activity loops
5. Dont forget the fun!
6. Deploy the appropriate tools
A summary of each concept is provided on the Gamification Design
Framework page.
Roel IJpelaar
Breda, Noord-Brabant, Netherlands
My name is Roel IJ pelaar and I am a student
at Avans Hogeschool Breda. I study Business
IT and Management and am currently in my
third year. During this year I participate in a
pilot about e-learning. For this assignment I
will use Coursera and test if it is viable for
students to use one or a few of their courses
as "extra" curriculum. To start I followed a
course about E-learning and digital cultures.
After laying a foundation of understanding for
myself I will participate in more courses that
are related to my study. Because of the mixed
usage of the blog it might have Dutch and
English articles on it.
Mijn volledige profiel weergeven
About me
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Coursera Pilot Avans Hogeschool Breda: Gamification, Final Written Assignment
http://courserapilotavans.blogspot.co.uk/2013/05/gamification-final-written-assignment.html[29/07/2014 16:11:59]
Write your answer in the text box below (1500 word maximum).
ShareAll
ShareAll is currently already a prominent company in the collaborative
consumption business. We have been contacted to devise a gamified system to
let the company take the next step.
With their patented technology they can serve every of the three kinds of
collaborative consumption:
Product service systems
This system is based on users paying for the benefit of using a product without
needing to own the product outright. Goods that are privately owned can be
shared or rented peer-to-peer
Redistribution markets
A system of collaborative consumption is based on used or pre-owned goods
being passed on from someone who does not want them to someone who does
want them. Goods may be free of charge or goods are swapped.
Collaborative lifestyles
This system is based on people with similar needs or interests banding together
to share and exchange less-tangible assets such as time, space, skills, and
money.
Because of this they have a HUGE potential client base. And because ShareAll
takes a share off each generated, traded or spent Share(virtual currency in
ShareAll) it is important for them to make their client base as big as possible. But
people should also keep using it.
To make a decent framework we will use the six-step design framework form
Professor Werbach.
Define business objectives
The business objectives of ShareAll are rather simple, they want more people to
begin and keep using their service. More users and more active users will
generate more revenue for the company. By this mean we want to motivate
people to use the service and use it as often as possible. Not only using services
from others but also sharing/renting their own devices and/or property. The more
activity on ShareAll, the more money they make. While it is a for-profit
organisation the way it is done should be in a sustainable way, this is of great
importance to the CEO.
Delineate target behaviours
Users share, use or rent stuff/services more frequently and provide the same
stuff/services more frequently.

Format: Maximum of 1500 words. A normal answer will have descriptive text, and/or
a set of bullet points, for each of the six sections of the design framework. This is
your final project. It is the most complex and worth the most points toward your
overall score, so you have two weeks to complete it.
Please remember that you have agreed to the Coursera Honor Code as part of your
enrollment for this course. Your submission must be your own work, and not copied
from another student or an online resource such as Wikipedia. Graders will be
instructed to assign a score of 0 to plagiarized work.
Coursera Pilot Avans Hogeschool Breda: Gamification, Final Written Assignment
http://courserapilotavans.blogspot.co.uk/2013/05/gamification-final-written-assignment.html[29/07/2014 16:11:59]
They participate in community activities that allow them to demonstrate and share
their property and review services and property of others. They communicate
about their experiences with other user but also with people that are not familiar
with ShareAll.
They spend more time on the ShareAll website, learning more about all the
different property/services available.
These behaviours will be tracked by the number of transactions that are made,
the number of properties you make available, the number of reviews you provide,
the number of tasks you complete, etc.
The user will get feedback in the form of points and badges reflecting their
involvement.
For example:
Points
Shared property/services
Giving reviews
Receiving positive reviews
Sharing your activity on social media
Recruit a friend
Badges
X number of positive reviews
X hours volunteered time to complete tasks
Achievements
Public Transportation: You rented a bike, car and pickup truck
Hard Worker: 300 hours of work done
Publics Favourite: Got 100 positive reviews
Describe your players
The players are current and prospective users of the ShareAll network. Because
ShareAll can serve all kinds of collaborative consumption the user base will be
very differentiated. Both individuals as companies can use the ShareAll network.
While I cannot make too much assumptions about the user because I simply do
not have the information about them. I do think we can split them into two groups
with different motivators.
Providers, they provide the property, service or knowledge needed by other users.
Users, they use property, services or knowledge others make available.
Providers will most likely be motivated by good reviews and therefore good status
among the other users. They will want to be the #1 provider of that particular
property or service in the region. Because if they are others will want to use their
property and therefore they will make more money and/or feel like they helped
more people out.
Users will be motivated by the recognition of their savings or how much they
helped the planet by 'reducing, reusing, recycling and repairing'. They will want to
show people: Look how much I get to do without even owning the stuff I need.
If we look at Bartles player types we will most likely see 2 out of the 4 types. The
Socialiser and the Achiever.
As these people are making the effort to improve their knowledge to enhance
their professional status, there will likely be a set of Achievers. These people will
be catered to through the use of points, badges and leader boards that showcase
how much they have read and how they have increased their knowledge.
Coursera Pilot Avans Hogeschool Breda: Gamification, Final Written Assignment
http://courserapilotavans.blogspot.co.uk/2013/05/gamification-final-written-assignment.html[29/07/2014 16:11:59]
For the Socialisers, who see the benefits in networking, sharing knowledge and
working with other users, the community aspect of this gamified system should be
appealing. By creating a community of players through the ShareAll website, they
will be able to interact with other users and network with other people. They could
gain rewards, points and achievement badges in the system by collectively
reviewing their experiences and those can be discussed in forums and voted
upon.
Describe activity loops
For this system we will mostly use Engagement Loops. While there is a
progression loop, it is minimal and more about time or number spent and not true
progression.
In our engagement loops motivation, action and feedback will all lead to each
other in a continual circle.
The heart of ShareAll is to make Collaborative Consumption an easily shared an
interactive experience. Users can share their dealing and reviews of others as
well as recommendations with other user and friends. In essence it is peer review
turned into a game element and used as status display. In that way you can use,
review and learn from others experience with the property/service.
A positive review of a respected user will have more impact than a review of a
badly marked user.
The feedback of the review scores on a users property and the reviews on the
user itself can motivate a new round of even more useful referrals, ratings and
reviews.
Dont forget the fun
There will be a combination of serious fun and people fun.
Serious fun because your reviews and the reviews you get really affect you and
the other users. You are part of a bigger system. The ability to contribute and to
provide feedback will improve the quality of the property and services available on
ShareAll.
People fun because of the social component of interactions through the forums
and discussion boards and the ability to make groups with you neighbourhood,
city or region.
Deploy the appropriate tools
The website or app should be available on any internet enabled device. Therefore
making it accessible at any point in time to see if there is a certain property or
service available in the neighbourhood.
People should be able to make their own groups to share their stuff and there
should also be predetermined groups such as City, region, product category etc.
This way you can always search what you need in the user group you want to.
Providers should be ranked on availability, positive reviews and longevity. To
ensure new users are also easy to find there should be a separate table New in
your neighbourhood. Maybe they are cheaper(when renting) or you just want to
give them a shot.
The user dashboard home should be the things you are currently using.
Furthermore there should be the ability to browse and to explore. See what is
available in your neighbourhood. It will give users new ideas and make them
aware of the possibilities of ShareAll.
Coursera Pilot Avans Hogeschool Breda: Gamification, Final Written Assignment
http://courserapilotavans.blogspot.co.uk/2013/05/gamification-final-written-assignment.html[29/07/2014 16:11:59]
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