Implementation model for the gamification of business processes

Implementation model for the gamification of business processes - a study from the field of material handling - Kyoto, 20.07.2015 ISAGA 2015 Dipl.-Wirt.-Ing, Markus Klevers fml Lehrstuhl für Fördertechnik Materialfluss Logistik Prof. Dr.-Ing. Dipl.-Wi.-Ing. W. A. Günthner Technische Universität München fml Lehrstuhl für Fördertechnik Materialfluss Logistik Prof. Dr.-Ing. Dipl.-Wi.-Ing. W. A. Günthner Technische Universität München 1

Agenda 1 Gamification in our understanding 2 Implementation Model (GameLog Model) 3 Case Study 4 Lessons Learned 5 Discussion fml Lehrstuhl für Fördertechnik Materialfluss Logistik Prof. Dr.-Ing. Dipl.-Wi.-Ing. W. A. Günthner Technische Universität München 2

Gamification Why are people playing board, computer or smartphone games? (Intrinsic Motivation) Fun Escape from reality Games foster in contrast to many everyday activities the 3 psychological needs for competence, autonomy and relatedness [Rig-2011] Gamification is a way to bring this into a daily (work) routine Gamification is the process of making activities more game-like by using game elements Gamification in non-game is contexts the process to profit making from activities motivation more mechanisms game-like [Wer-2012] behind gaming. Gamification is the use of game design elements in non-game contexts [Det-2011] fml Lehrstuhl für Fördertechnik Materialfluss Logistik Prof. Dr.-Ing. Dipl.-Wi.-Ing. W. A. Günthner Technische Universität München 3

Gamification vs. Serious Gaming non-gaming context model of the nongaming context non-gaming context game-elements game-elements modelling (simplification, abstraction) Gamification Serious Gaming fml Lehrstuhl für Fördertechnik Materialfluss Logistik Prof. Dr.-Ing. Dipl.-Wi.-Ing. W. A. Günthner Technische Universität München 4

Causal chains The GameLog Model Problem description Superior goals Goal definition Goals on behavioral level Analysis of basic conditions Analysis and Exploration Game mechanics selection Game elements selection Realization Game framework development Technology selection Implementation Design and Realization Evaluation and Reflection Re-Design (CIP) fml Lehrstuhl für Fördertechnik Materialfluss Logistik Prof. Dr.-Ing. Dipl.-Wi.-Ing. W. A. Günthner Technische Universität München 5

Problem description and goal definition A description of the problem, including the addressed Key Performance Indicators (KPI) and their improvement Manual Order Picking: monotonous and repetitive work contexts no structured training for new staff no or rarely self determined work processes rarely stimulating tasks High turnover rates low motivation of order pickers Decreasing performance of order pickers KPIs: Performance (error rate, average time per pick, amount of picks) Motivation (fulfillment of the needs of competence, autonomy and relatedness) fml Lehrstuhl für Fördertechnik Materialfluss Logistik Prof. Dr.-Ing. Dipl.-Wi.-Ing. W. A. Günthner Technische Universität München 6

Analysis of basic conditions Detailed analysis of the basic conditions (The execution of the work process mustn t be changed) fml Lehrstuhl für Fördertechnik Materialfluss Logistik Prof. Dr.-Ing. Dipl.-Wi.-Ing. W. A. Günthner Technische Universität München 7

Game mechanics selection Selection of the game mechanics that trigger the defined goals motivation performance result transparency feedback competence autonomy individualization Decrease of errors teamcompetition (social) relatedness character development freedom of choice Increase of speed More picks per time unit collaboration fml Lehrstuhl für Fördertechnik Materialfluss Logistik Prof. Dr.-Ing. Dipl.-Wi.-Ing. W. A. Günthner Technische Universität München 8

Game elements selection Selection of the game elements that trigger the chosen game mechanics Individualization Freedom of Choice FUN Result Transparency FUN Avatar Points Badges Highscorelist Team- Competition Feedback Performance Graph Collaboration Narrative FUN Character development fml Lehrstuhl für Fördertechnik Materialfluss Logistik Prof. Dr.-Ing. Dipl.-Wi.-Ing. W. A. Günthner Technische Universität München 9

Realization Development and Implementation of the gamification application fml Lehrstuhl für Fördertechnik Materialfluss Logistik Prof. Dr.-Ing. Dipl.-Wi.-Ing. W. A. Günthner Technische Universität München 10

Evaluation and Reflection Evaluation of the gamification application based on the defined KPIs as an input for a potential redesign (games must evolve) Sample Students from 2 universities in Munich (LMU and TUM) N = 103 = 25 (24,3%); = 78 (75,7%) Average age = 24,65 years Conditions Random allocation to one of the two groups (gamification group, control group) 10 min. training / 20 min. working Statistical analysis multivariate analysis of covariance (MANCOVA) Covariate: team-/shift-size Reliability (motivation) competence, 4 Items, Chronbachs α =.72 autonomy, 3 Items, Chronbachs α =. 81 relatedness, 3 Items, Chronbachs α =.86 fml Lehrstuhl für Fördertechnik Materialfluss Logistik Prof. Dr.-Ing. Dipl.-Wi.-Ing. W. A. Günthner Technische Universität München 11

Evaluation and Reflection Evaluation of the gamification application based on the defined KPIs as an input for a potential redesign (games must evolve) Motivation (descriptive) 7 6 5 4 gamification group control group 3 2 1 competence autonomy relatedness intrinsic motivation fml Lehrstuhl für Fördertechnik Materialfluss Logistik Prof. Dr.-Ing. Dipl.-Wi.-Ing. W. A. Günthner Technische Universität München 12

Evaluation and Reflection Evaluation of the gamification application based on the defined KPIs as an input for a potential redesign (games must evolve) Performance (descriptive) 70 60 62,43 50 46,82 40 30 gamification group control group 20 10 9,63 14,76 0 Number of Picks / 20 Min Number of Errors / 20 Min. fml Lehrstuhl für Fördertechnik Materialfluss Logistik Prof. Dr.-Ing. Dipl.-Wi.-Ing. W. A. Günthner Technische Universität München 13

Lessons learned Problem description Superior goals Goal definition Goals on behavioral level Analysis of basic conditions Game mechanics selection Game elements selection Game framework development Realization Technology selection Implementation Evaluation and Reflection Analysis and Exploration The GameLog Model works to develop Re-Design (CIP) Design and Realization and implement a gamification application into an operative work context. competence (social) relatedness autonomy The Self Determination Theory [Rya-2000] is a promising approach to understand and foster motivation through gamification among employees. fml Lehrstuhl für Fördertechnik Materialfluss Logistik Prof. Dr.-Ing. Dipl.-Wi.-Ing. W. A. Günthner Technische Universität München 14

Lessons learned No matter what your job is, you can always try to make it more interesting fml Lehrstuhl für Fördertechnik Materialfluss Logistik Prof. Dr.-Ing. Dipl.-Wi.-Ing. W. A. Günthner Technische Universität München 15

Thank you for your attention! Vielen Dank für Ihre Aufmerksamkeit! ご清聴ありがとうございました Je vous remercie de votre attention! Gracias por su atención! 感谢您的关注 Grazie per la vostra attenzione! Благодарю вас за внимание! Dank u voor uw aandacht! Tack för er uppmärksamhet! σας ευχαριστώ για την προσοχή σας! İlginiz için teşekkür ederim! Děkuji vám za pozornost! 관심에감사드립니다 Takk for oppmerksomheten! Dziękuję za uwagę! Tak for din opmærksomhed! Obrigado por sua atenção! http://pr-blogger.de fml Lehrstuhl für Fördertechnik Materialfluss Logistik Prof. Dr.-Ing. Dipl.-Wi.-Ing. W. A. Günthner Technische Universität München 16

References [Det-2011] Deterding, S.; Khaled, R.; Nacke, L.; Dixon, D.: Gamification: Toward a Definition. Vancouver: CHI 2011, 2011. [Rig-2011] Rigby, C. S., & Ryan, R. M. (2011). Glued to games: How video games draw us in and hold us spellbound. Santa Barbara Praeger. [Rya-2000] Ryan, R. M., & Deci, E. L. (2000). Self-determination theory and the facilitation of intrinsic motivation, social development, and well-being. American Psychologist, 55(1), 68-78. [Wer-2012] Werbach, K., & Hunter, D. (2012). For the Win: How Game Thinking Can Revolutionize Your Business. Philadelphia: Wharton Digital Press. fml Lehrstuhl für Fördertechnik Materialfluss Logistik Prof. Dr.-Ing. Dipl.-Wi.-Ing. W. A. Günthner Technische Universität München 17

Appendix fml Lehrstuhl für Fördertechnik Materialfluss Logistik Prof. Dr.-Ing. Dipl.-Wi.-Ing. W. A. Günthner Technische Universität München

Evaluation and Reflection Evaluation of the gamification application based on the defined KPIs as an input for a potential redesign (games must evolve) EG (Gamification) M (SD) KG M (SD) Competence 4.81 (1.40) 4.11 (1.13) F(1,100) = 13.23, p <.05, η² =.08 Autonomy 4.03 (1.49) 3.64 (1.58) F(1,100) = 9.10, p <.05, η² =.04 Relatedness 3.31 (1.47) 1.93 (.99) F(1,100) = 27.85, p <.05, η² =.22 Intrinsic motivation 4.96 (1.16) 3.71 (1.42) F(1,100) = 20.48, p <.05, η² =.17 Quantitative performance 62.44 (15.92) 46.82 (18.92) F(1,100) = 72.50, p <.05, η² =.42 Qualitative performance.94 (.07).87 (.14) F(1,100) = 21.98, p <.05, η² =.18 fml Lehrstuhl für Fördertechnik Materialfluss Logistik Prof. Dr.-Ing. Dipl.-Wi.-Ing. W. A. Günthner Technische Universität München 19

Gamification Prototype Setting Experimental group Game elements Avatar Profile development Story Points Badges (Team)Leaderboards Performance graphs screen fml Lehrstuhl für Fördertechnik Materialfluss Logistik Prof. Dr.-Ing. Dipl.-Wi.-Ing. W. A. Günthner Technische Universität München 20