MOOC Gamification University of Pennsylvania Student: Saskia Dellevoet 12 mei 2013 Assignment 3
1 Business objectives a. What We are gamifying litter cleaning in our cities Challenge In our cities we’ve got a lot of litter. However, this doesn’t really effect the environment as most of it is cleaned by community services consequently. Seeing litter gives a lot of irritation. Also it attracts small being we don’t want to see: insects rodents (mice). Cleaning costs milions each year. Not to speak about the amount of kilo’s. Research shows that litter is money. ShareAll is a prominent company in the collaborative consumption space. Lets take a new challenge within the collaborative field and turn our company into a greener one by ShareAllHands (on litter) meaning collaborative action/behaviour. Our point of view: we can share any product or service. If we Share-All-Hands we will create a cleaner society. It’s up to us (inhabitants) to keep our streets clean of litter so lets use these hands. The concept which I will describe below, is a strategic step towards a greener society. This fits with the rest of our ShareAll products and services as we address on conscious consuming. It will put a (freen) spotlight on our company. We’ll use gamification to achieve our goals. Goals
making a better / nicer society by increasing awareness and influencing behaviour save community costs and earn at the same time Increase of the ShareAll(Hands) community ShareAll products and services get more free publicity
Results
Clean streets /cities ShareAll gets (reallife)status of greenest company ever
b. Why gamifying? People aren’t really motivated to keep the cities clean. By gamifying litter cleaning we add fun to the action of cleaning litter and motivate/stimulate consumers to join us. c. How? In order to achieve this we’ll:
create a virtual community within the ShareAll community: ShareAllHands (note: this doesn’t have to be a new platform: we’ll try Foursquare or another successful platform to become our partner) add a variety of player choices: check in and become greener by playing games, acts IRL, interacting in IVL and IRL add progression : how green are you? Your friends; street ? The more you act green, the higher status you get. Social components: connect, interact with your community and friends; street competitions (cleanest street give your community (and you) higher status) You will be able to compare your actions/street with your friends , etc
We make this a fun experience that will make the action of cleaning litter a habit. d. … to benefit your business … to change their behavior?
Status: our company will become a green company by helping to make our country/ cities nicer to live in. This will give us status. People will also become aware of our other ShareAll products. Earning model: Adds: other companies will be able to put green adds on our platform Litter is money so we’ll support bins for separating litter. The content of the boxes will make money for our company and at the same time save on community money. Workshops: we’ll give school and business sessions on ShareAll ideas like ShareAllHands and get government/ business funding for it to keep low costs for educational institutions.
e. Partners We need partnerships like: city communities, the government, schools, child/ youth institutions, etc. Also relations to other existing (smaller) projects are important for example Keep it clean day; litter cleaners. f. Borders
We will not take over the community litter services however we’ll try to decrease litter. People should feel free to attend the ShareAllHands community (choice ) however they get more benefits if they attend (f.e. reduction on ShareAll products & Services) We need commercial partners however the main goal is idealistic. We won’t have commercial partners interfering in this. If we promote products it will be only green products, no fastfood / take away/ candy companies, however they should embrace this project somehow, while they produce the most litter (like wrappings).
2 Delineate target behaviors. Target behavior:
People (especially kids and youngsters) care about clean streets and use litter bins The level of awareness and proven actions can be measured via ShareAllHands. Also measurable: community litter services collects less litter after this project compared to before? Stronger community sense: people correct behavior others People point out the fun ShareAllHands and invite others: can be measured by counting invitation to connect Idealistic behavior: nobody ever throws any litter on the streets anymore
3 Players We’ll try and reach these (new) groups:
Educators : parents and teachers; it’s their task to raise children and youngsters as critical and conscious civilians. It won’t be a hard job to stress the importance of a clean society. Teachers will like our high quality educational materials that will also help achieve other 21th competences. Children/ youngsters (primary/secondary school age) are positive to making the world a nicer place. If we teach them this way of collaborative action (service) we plants seeds for society 3.0. Through play we increase awareness; for the youngsters status and competitive elements are required in our gamified ShareAllHands. Other citizens : one thing we all have in common: they all value clean streets although they might not be aware of it yet. Being ShareAllHands member doesn’t cost them anything but it does give fun.
We use Bartles’ player types knowing that users (players) will vary in taking roles.
Achievers: by getting Shares, badges, etc. they get status and recognition Explorers: always looking for more opportunities to improve real world litter problems. We’ll have challenging quests to explore the concept/ShareAllHands community. Socializers: a platform will make it easy to communicate with other ShareAllHands members Killers: for some youngsters and adults we’ll have a more ‘violent’ game-elements, f.e. chase litter people, destroy them; litter detective: putting RL pictures of (people throwing) litter on a wall of shame, etc.
The system should mainly be based on cooperative elements: like cleaning litter days in certain areas. Your community gets rewarded if they attend litter events etc.. More competitive elements can as well be part of it f.e. showing detailed information on status, leadership, points, conversation, etc.
4 Activity loops and 5 fun
Example Activity: check in via mobile device, app, or PC, location based Feedback: welcome, glad to see you (again) Activity: set your daily/weekly/monthly goal(s): for example, ‘today I will pick up litter three times’ a) on my way to work; and/ or b) in my street (choices) Feedback: reward Shares for setting your goal(s) Rest : during the day user will have time to achieve the set goals in own pace Every now and then user gets reminder of goals. Action: user acts on goals and adds to accounts options just ticking box ‘achieved’ or make picture & upload picture; tweet about it (# ShareAllHands); write small texts etc. actions will give you more Shares, status; Feedback (words) Congrats! You’ve achieved your todays goals, Great picture, etc. Shares Boss fight : just x hours to finish will give you this much Shares; litter competition games or quests to save the city from litter; add innovative ideas Feedback: after so many goals set you’ll get a reward / badge ‘littercleaningstar’; X Shares / badges are worth (green) products /services IRL (reinforces behavior) IRL The below example gamified ‘throwing away litter’ we’ll use for car drivers, cyclists, pedestrians; in metro’s trains, busses, playgrounds, etc. Next to the road we’ll have a net (like a baseball net (already exists)) to throw in litter from inside the car while waiting for a traffic light. (new) A screen shows feedback ‘thank you sharing your litter’, it also shows Shares (points) on the throw; other people that used the litter net. Feedback/reward vary unexpected. This gamified system, motivates strong to act on litter because it’s fun . It’s even more fun if you act while signed in on the ShareAllHands network: a sensor adds Shares to your account if you use the net for throwing your litter. If the net isn’t used, the screen shows ‘research’ outcomes like ‘did you know that plastic takes x years to dissolve?’; or question; or it shows pictures of what the street looks like with and without litter. Litter boxes all over town give you feedback no matter if you’re a ShareAllHands as so does the community. IVL: driving/walking/cycling game of litter net (angybird style); chasing avatars that pollute your streets; multiple role plays with level up possibilities; profile pimping: clean neighborhood creation if not: insects and mice will rule; knowledge quizzes; challenge to create a ‘litter song’, play; digital storybook etc. Social: Interact with other ShareAllHands ; keep clean virtual streets ; addressing to peoples’ emotions looking at other profiles location based offers you to view your neighborhood activities Progress: weekly/monthly feedback, activity stats, badges, Shares, ShareAllHands areas, achievements optionally visible for others. The players goal will be mastery level: the litter cleaning king/queen. You show off on any other social medium (LinkedIn, Twitter)
6 Deploy the appropriate tools 1-5 contains dynamics-machanics-components
Virtual gamified community platform ShareAllHands (like foursquare) Real Life fun community ‘act as they preach’