-
Apple
Client: Apple, Inc. Role: Gamification Designer, Production Consultant, UX Consultant, Key Liaison Skills: -- Platform: -- Date: -- -
Visa
Client: Visa Operations Role: Gamification Lead Skills: Gamification, Production, UX, Visual Design, Front End Development, Customer Management Platform: PureShare (Web), Custom Visuals Date: 2016 Visa runs high-volume support call centers that provide around-the-clock coverage for enterprise customers. Employees in these centers manage three types of service issues; customer call-ins, issue tickets, and network alerts. I designed a program to specifically address employee performance in these three areas by using streaks, contests, and career goals to improve key metrics.
Technical Specs
- Backend: Built in PureShare
- Visuals: Custom
- Design: Call Center Performance Management
Key Goals
- Boost overall adoption rates
- Increase individual SLA (Service Level Agreement) success rates
- Increase team SLA success rates
Top Features
- Streaks
- Metrics Leaderboards
- Performance Contests
-
The Bill & Melinda Gates Foundation
Client: The Gates Foundation, Corporate Communications Role: Gamification Lead Skills: Gamification, Production, UX, Visual Design, Customer Management Platform: Office 365: Sharepoint (Internal Intranet) Date: 2016 The Bill & Melinda Gates Foundation is the largest private foundation in the world. Consistent messaging across their employee base is critical for continued success. I designed loyalty incentives, challenges, and social sharing to create more employee ambassadors. These features motivate ambassadors to learn and share content within their personal and professional networks.
Technical Specs
- Backend: Microsoft Office 365, SharePoint
- Visuals: Custom
- Design: Social Sharing and Engagement
Key Goals
- Raise overall adoption
- Stimulate ambassador participation
Top Features
- Self-selection survey
- Goals & challenges
- Ambassador levels
-
American Express
Client: American Express Role: Gamification Lead Skills: Gamification, Production, UX, Visual Design, Front End Development, Customer Management Platform: Online Mulitiplayer, Flash Date: 2016 American Express (Amex) employs agents to manage travel for individual and corporate clients. To celebrate 100 years of continued service, Amex commissioned a kudos site for managers and agents to recognize fellow employees for exhibiting important behaviors and best practices. I leveraged nominations, leaders, and country tracking to actuate value adoption and reward adherence.
Technical Specs
- Backend: Microsoft Office 365, Sharepoint
- Visuals: Custom
- Design: Kudos & Recognition
Key Goals
- Incentivize adoption
- Encourage co-worker nominations
- Increase customer bookings
Top Features
- Co-worker nominations
- Leaderboards
- Country tracking
-
Medtronic
Client: Medtronic, Global Sales & Marketing Role: Gamification Lead Skills: Gamification, Production, UX, Visual Design, Front End Development, Customer Management Platform: Salesforce.com Date: 2014 Medtronic is a medical device company with a market capitalization of USD $100 billion. Operating in 140+ countries with 85,000 employees, they rely heavily on regional sales performance. Medtronic commissioned a program to gamify their sales process within salesforce. I leveraged goals, strokes, intervals, and status to encourage better forecast accuracy and knowledge sharing.
Technical Specs
- Backend: Salesforce.com
- Visuals: Custom
- Design: Sales Performance Management and Knowledge Sharing
Key Goals
- Increase forecast accuracy
- Increase Chatter usage
Top Features
- Forecast strokes (i.e. golf strokes)
- Loyalty status
- Sales leaderboards
-
Badgeville: Score
Client: Badgeville Role: Product Manager Skills: Game Design, Gamification, User Experience, Visual Design, Front End Development (REST, HTML/CSS/JS) Platform: Web Date: 2016 The “Score” is a standalone javascript widget that uses a formula to aggregate the results of player activity on social content and presents it to the player as an easy-to-read number. For example, a user may create a post that other people like or comment on. I designed an algorithm that processed content interactions from other players and a UI to visualize results to the content creator.
Key Goals
- Aggregate player performance
- Show comprehensive score
- Create appealing aesthetic
Top Features
- Dynamic animations
- Interaction-based algorithm
-
Badgeville: Goals
Client: Badgeville Role: Product Manager Skills: Game Design, Gamification, User Experience, Visual Design, Front End Development (REST, HTML/CSS/JS) Platform: Web Date: 2015 The “Goals” visualization is a standalone javascript widget that provides a “thermometer” visualization of a player's performance against several goals. For example, as a sales rep in a sales organization, a player can earn “good,” “better,” or “best!” rewards for achieving 75%, 90%, or 100% of their revenue goals. I designed a working prototype, complete with documentation for productization.
Key Goals
- Incentivize growth
- Display user progress vs user goals
Top Features
- Dynamic configuration
- Engaging animations
-
Badgeville: Streaks
Client: Badgeville Role: Product Manager Skills: Game Design, Gamification, User Experience, Visual Design, Front End Development (REST, HTML/CSS/JS) Platform: Web Date: 2016 The “Streak” visual is a standalone widget that allows for the presentation of streak progress. Streaks are consecutively earned rewards in Badgeville’s platform. With this visual, users can see what step they are in, if they have completed all steps sequentially, or if their last attempt triggered a loss. I built a prototype of the visualization for customer projects (e.g. Visa) and productization.
Key Goals
- Show streak progress, current state
- Easily message 'hints'
Top Features
- Custom activity crediting code
- State-based visual design
- Compensation for API limits
-
Badgeville: Reputation
Client: Badgeville Role: Product Manager Skills: Game Design, Gamification, User Experience, Visual Design, Front End Development (REST, HTML/CSS/JS) Platform: Web Date: 2015 “Reputation” is a single page application that shows dashboards for an entire play experience. With it, users can review what they’ve done, learn how to play, or see their progress for a program from any device. I was tasked with designing and building a visually appealing, working prototype of this dashboard that included new features for productization.
Key Goals
- Develop progress visuals for players and teams
- Message recent activity
Top Features
- Multi-program overview
- Custom javascript visuals
- Compensation for API limits
-
Neopets: Pet Pet Park
Client: Nickelodeon, Neopets Role: Lead Level Designer Skills: Level Design, Playtesting Platform: Online Mulitiplayer, Flash Date: 2008 "PetPetPark" is a massively multiplayer virtual world for tweens and young adults by Neopets. Players customize and use pokemon-like creatures and explore the world, play mini-games, and meet other players. I helped design and construct an organic world from static tiles and objects. I also directed artists in the proper construction of world objects for the OpenSpace© level editor.
-
Avatar: Path of Zuko
Client: Nickelodeon, THQ (Publisher) Role: Level Designer Skills: Level Design, Playtesting Platform: PC, Retail/Downloadable Date: 2008 "Avatar: The Path of Zuko" is a branded action-adventure game based on the popular TV franchise. Players follow Prince Zuko in his quest to find the Avatar. I constructed levels within the guidelines given by the Lead Game and Level Designers. The following snapshots convey my design choices within their guidelines using the art and editor provided.
-
GamePub: Darts
Client: Bubblebox.com, Gamepub.com Role: Creative Director, Game Designer, Sound Designer Skills: Game Design, Level Design, AI scripting, Production, Budgeting Platform: Online, Flash, Turn-based Multiplayer Date: 2010 "Gamepub: Darts" is a darts simulation with unique arcade and narrative elements. The game was designed for skill-based betting sites, yet with narrative and arcade elements suitable for single-player sites. I managed all production aspects and designed core gameplay. After team design sessions inspired a story, I then designed AI routines and powerups within that narrative.
-
GamePub: Zone
Client: Bubblebox.com, Gamepub.com Role: Producer, Designer Skills: Project Management, Budgeting, Game Design, Level Design Platform: Online, Flash (Multiplayer, Turn-based) Date: 2011 “Zone” is a fast-paced, arkanoid inspired game with an emphasis on speed and variation. Unique block types diversify gameplay, while classic powerups ground the experience in something familiar. I was responsible for all production and design aspects; initial concept, designs, playtesting sessions, scrum meetings, ongoing PM, beta testing, and market evaluations (males 8-24, skill based-betting).
-
Fashionista: A Facebook Paper Prototype
Client: Bubblebox.com, Bored.com Role: Producer, Designer Skills: Game Design, Level Design, Project Management Platform: Facebook, Flash Date: 2010 "Fashionista" is a facebook game designed for women and girl gamers (12-24). You play as a startup boutique owner, running your store, selling your designs, and purchasing inspiration items from around the world. I was asked to design a financially self-sustaining facebook game for girls and women gamers. I was responsible for all design and production, including the management of remote devs in Romania.
-
Boy Toy: A Mobile Paper Prototype
Client: Arkadium, Cosmopolitan Magazine Role: Designer Skills: Game Design Platform: Paper Prototype (Targeted for Online & Mobile) Date: 2010 "Boy Toy" is a management-style casual game designed for readers of Cosmo Magazine. Players tempt and tease different boys vying for their affection to get perks, without getting too close! I was asked to design a casual title around the concept of "Boy Toys" for Cosmo's readership. I established all narrative, design ideas, UI mockups, and reward systems.
-
The Mysterious Petshop: A Console Paper Prototype
Client: Gameloft Role: Designer Skills: Game Design Platform: Paper Prototype (Targeted for Mobile) Date: 2010 "The Mysterious Petshop" is a 2D puzzle- platformer about a flying squirrel-like pet with an active imagination; and the ability to manipulate electricity. Players help her escape - for adventures all her own. I was asked to design a 2D platformer for casual gamers with a "2-action button" requirement. I was responsible for all narrative elements, mechanics, control schemes, objects, and enemies.
-
Solar Max
Client: Bubblebox.com Role: Producer, Publisher Skills: Project Management, Remote Management, Budgeting, UX Design Platform: Online, Flash Date: 2011 "Solarmax" is a breath-taking, space based RTS game where the player colonizes planets with an armada of ships, warp drives, and super weapons. I was responsible for managing production, leading remote developers in Southeast Asia, and evaluating the project's ability to satisfy market goals (distribution, click-through rates).
-
Over The Border
Client: Bubblebox.com Role: Producer, Publisher Skills: Project Management, Remote Management, Budgeting, UX Design Platform: Online, Flash Date: 2011 Intentionally offensive, "Over the Border" is a fast and frantic launcher, where the player must launch their bandito into the US; avoiding federales, collecting tequila shots, and pistol-whipping obstacles to clear the way. I was responsible for managing production, leading remote developers in the UK, and evaluating the title's market potential for click-throughs and international distribution.
-
Madagascar: Flight Plan
Client: DreamWorks, Nick.com Role: Assistant Producer, Level Design Intern Skills: Project Management, Playtesting, Sound Design Platform: Online, Flash Date: 2008 "Flightplan" is a branded advergame based on the popular movie franchise "Madagascar." Players launch characters all the way to Africa while pick-ups, powerups, and obstacles help or hinder along the way. As Asst. Producer and Level Design Intern, I helped communicate the lead designer's vision to artists and suggested a number of features to improve gameplay.
-
Soldiers
Client: Bubblebox.com Role: Producer, Publisher Skills: Project Management, Budgeting, Game Design, Level Design Platform: Online, Flash Date: 2011 Abstract: A well-designed narrative in gamification helps users engage and connect with products better and more consistently. The article helps us understand how that works by lightly reviewing the problems, analyzing the solutions, and outlining a few examples. “It’s not what you say, but it’s how you say it that matters.”
-
Bomber at War
Client: Bubblebox.com Role: Producer, Publisher Skills: Project Management, Remote Management, Budgeting, User Experience Design Platform: Online, Flash Date: 2011 "Bomber at War" is a polished, sidescrolling, aerial combat simulator. Unique controls, missions, and upgrades create a compelling flight sim experience not often found in flash-based combat sims. As producer, I was responsible for delegating tasks to improve initial playability, reception, UI tweaks, and crucial messaging improvements.
-
The Importance of Narrative in Gamification
Publication: The Badgeville Blog Style: Thought-piece, Blog Format: Digital Date: 2016 Abstract: A well-designed narrative in gamification helps users engage and connect with products better and more consistently. The article helps us understand how that works by lightly reviewing the problems, analyzing the solutions, and outlining a few examples.
The Attention Problem
In the information age, digital tools have become the darlings of progress. New APIs help us transmit, websites help us aggregate, algorithms help us calculate, and visualizations help us understand. However, with each new tool, the same engagement problems reappear. Ever-shortening attention spans and the rapid digitization of every day life threaten to fatigue users and cripple engagement. Gamification, the practice of leveraging game mechanics in non-traditional contexts to encourage activity, is a recently evolved tool in today’s digital workbench. Despite its youth, it suffers similar challenges. How do we make people care about these new applications and gamification designs? How do we make people see their purpose more easily? With so many new services and platforms vying for attention, how do we structure new information so it’s easier to appreciate and internalize value?
In general, good product design and relevant data are critical first-steps for solving the problems noted above and creating high performing gamification programs. However, there’s a surprisingly simple, cost effective method that is consistently overlooked, yet well worth a second glance — compelling narrative.The Power of Narrative
Narrative in gamification is roughly summarized as the loose combination of themes, copy, branding, iconography, voice, or communications used during and/or while messaging a program. A solid narrative framework can include everything from badge titles, badge images, introductory scripts, “how to play” text, “congratulations” text, and more. With adoption struggles looming, better narrative is a key weapon for executives that struggle to demonstrate measurable value of their products.
How does a well designed narrative work? To begin, narratives should be necessarily amorphous because no two gamification programs are exactly the same. Any effective narrative backbone will also utilize a combination of the following tactics to enhance first-impression receptibility and improve longterm adoption:- Sparks interest…by aligning copy and images with a unified theme. This unified theme should stem from a strong, identifiable vision that is driven by a business process, company branding, or the personal interests and aspirations of your target audience. It should drive all narrative points and concepts.
- Reduces barriers to entry…simplifying language and tackling presumptions/prejudices (including visceral suspicions and presumed futility)
- Clarifies goals…by overlaying simple, interesting concepts that are easier to grasp than complicated technical descriptions.
- Demonstrates value…of actions and outcomes by equating esoteric steps with intrinsic or extrinsic principles.
- Improves content relevancy…by highlighting and prioritizing information
- Balances the above…to ensure narratives have the appropriate amount of whimsy for your industry/user base and do not become to obtuse or confusing.
Each item above helps improve your programs first-time receptibility and long-term adoption rate. Combining different approaches of each can help strike the right balance for your business or audience. What does an effectively designed narrative look like and how are they used in the wild? Examples may provide insight. The next section provides two from successful, popular programs to illustrate efficacy.
Examples in the Wild
Consumer gamification often provides the most visible kind of narrative. Adoption isn’t normally compulsory, so more creative freedom is often given to craft enticing concepts and aspirational themes.
Delta Airlines’ “Skymiles” narrative structure is a popular consumer example of a unified theme in gamification. “Miles” are leveraged as the primary, contextually relevant, familiar economic unit to quantify progress. “Sky” is a key term underpinning a bulk of the naming conventions in the program (i.e. SkyTeam and Sky Priority). It’s simple, but it’s to-the-point, and quickly conveys the passion and tone of the aviation aesthetic.
Additionally, expertise platforms also leverage badge frameworks to create centrally themed “certifications” and other community-awarded indicators of success. For Stackoverflow.com, a popular Q&A destination for software developers, “Question and Answer Badges” are modeled after traditional bronze, silver, and gold medallions with added contextual labels such as “Popular,” “Notable,” and “Famous”, to provide context and at-a-glance insight into the value associated with each badge.The Power is Yours
Adoption challenges, risky visuals, exhausted users, and limited attention spans create roadblocks for even the best designed programs. However, in a gamified world, the paths to success are numerous: better, more engaging narrative is one efficient way to ensure quicker buy-in and longer term engagement.
Regardless of the path you chose, the first step towards improving your user engagement is improving your engagement with the narrative design process. There is no silver bullet, but by understanding your target audience, identifying relevant themes, and balancing the transparency of your naming conventions with captivating and aspirational ideas that directly correlate with your gamification objectives, you will dramatically improve your chances of success. In digital conversations, as in real ones, the old adage still rings true: “it’s not what you say, but it’s how you say it” that truly matters for success. -
"Screw You, Innovation!" A Satirical Essay
Publication: IUWII, A Nintendo Blog Style: Guest Blogpost, Satirical Essay Format: Digital Date: April 10th, 2009 Abstract: A satirical essay on the joys, pitfalls, and pressures of innovation from a developer perspective.
Screw You, Innovation!
Innovation is everywhere. The level of attention it's received over the past few years is incredible. It isn't a new concept, but it's definitely a buzzword in game development today.
Why is that, you ask? Well, it's no secret. Flash games, the growth of portable gaming, and the Wiimote have broadly redefined video games for the popular audience. More people are understanding games as expressions of human experience through play, rather than as simple toys or distractions.
If innovation is so great, why the spiteful title and contradictory introduction? Because my friends, innovation is frustrating. Any developer will tell you that it's a love/hate relationship. An awkward tryst with an elusive partner. Wanting something and caring for it so deeply, only to find that it snuck out before you woke up the next morning, stealing your sense of self-worth.
You tried to impress it. Playtesting sessions were the awkward dates that defined your relationship. It played along for a little while, enjoying the distraction, but eventually got bored and moved on. Armor Games is cooler than you any way. Plus, I heard they've got a bigger budget. Sigh.
Sometimes, you just have to say, "Screw you, Innovation." You're hurting my brain and my feelings just can't take it anymore. We both know you're hotter, cooler, and more popular than me anyway. I'm tired of trying to cater to your needs. I'm going to go chat up "first person shooter" and "awesome graphics" for a little while. It'll make me feel better about myself, plus they text back faster.
Ra-sun Williams is an NYC-based Designer/Producer. He works on XBLA titles in the heart of Chinatown and spends his non-existent spare time making dope beats and fresh sounds.
-
Be my friend!
Mail: ra [at] rawilliamsgd [dot] com linkedin: https://www.linkedin.com/in/rawilliamsgd Location New York, NY