Kevin Werbach’s Gamification Class

Student Gamification MOOC, UPenn & Coursera April 2013

Assignment Problem & Solution (max 500 words)
ShareAll is a socially responsible for-profit company with an uber sustainable model: we make money when people share their assets or help each other. ShareAll can expand its advantage in the burgeoning industry of Collaborative Consumption by gamifying the process of entering shares into the system and by gamifying the transactions of those shares.
The first aspect of the gamified system focuses on building familiarity and trust with the consumer to try a different consumption model. This is done by explaining the benefits to the consumer & to society of using the ShareAll system while executing on-boarding. The second aspect of the gamified system focuses on retaining those consumers by sharing their involvement socially with their communities, by participating in a community they trust, by earning a praise worthy reputation online as a transacter of shares and by having positive interactions w. the system while achieving their personal goals.
1. Define business objectives
• Create a strong market for shared products & services that competes with the current first generation or individual market by building trust with the consumer.
• Since ShareAll's mission is "to make shared use of products and services as common as individual purchases," another business objective is to attract more users to share their things i.e. increase the number of shares (generate shares).
• And of course the end goal is to encourage users to transact more shares (buy, sell, trade) since more share activity means more profit for ShareAll.
2.  Delineate target behaviors
• Engage users with the system by showing them how easy & sustainable it is to participate. 
A. Create infographics which demonstrate how much carbon use was reduced by participating in a share: be it by contributing something to share, buying shares in an item, or volunteering your labor & time to someone as a trade for something you want. 
B. Create a small, educational "Reduce your carbon use" or "Reduce your Impact on Landfill" game which is really an instructional tool to familiarize the user with the UI of the system. *
• Encourage users to want to upload their stuff & to participate in the ShareAll system. Create real time bar charts showing them how many general assets are in the system (cars, boats, skis....) down to the detail level of what brand of car, boat or ski... is in the system; and what is selling. (engagement loop) The dynamic representation of facts can stimulate the user to introduce a personal asset into the system that isn't in there yet (suggesting that demand for that item may be high), or where they can see that an item has more demand than Shares are available. How? see next...
• Create a "Wanted" list where users can post what they are looking for and the system creates a word cloud to demonstrate the most highly sought after items, least sought after items. Inform, educate, pique the interest of the consumer. The player quickly sees the status of the market & where the market needs them to get involved. Keeps them on the site exploring (retains interest) and helps them quickly achieve their goal of buying, selling, trading time/labor for Shares.
3. Describe your players
There are two main demographics that should be targeted for the gamified system: Young adult consumers aged 21- 34 yrs old who were raised to be environmentally conscious, and consumers aged 35-65 who would provide a lot of the source material (shares in items to trade). A lot of 21-34 year olds grew up recycling, turning off the water when they brush their teeth, understanding the impact of cutting down the rainforest, etc.... ShareAll's business model would appeal to this demographic who are also experienced casual gamers. ShareAll's business model fulfills a need for sustainability & moral responsibility that many young consumers have learned to expect/demand from the products they buy. The other demographic to target are the older consumers aged 35-65 who have more expendable income to buy stuff that they don't use that often e.g. paddle boards, boats, camper, roller blades.... If a member of these groups isn't working or just has more free time on their hands, they could be motivated to earn income from their stuff that is too valuable to them to sell outright (because second hand sales are usually less than 50% of the original price), or they could be curious about a new technology (both the virtual ShareAll marketplace & the gamified ShareAll experience) if it has a cool, fun look. Another unique & strong social feature of ShareAll's system is that it encourages volunteerism or trading your time/involvement as an asset. If you have time on your hands, you often don't have extra income to spend, so if you can give of yourself that would be appealing to players who respond to good citizenship models, enjoy participating in communities, or have time but not much money.
4. Devise activity loops 
A. Make a gamified UI - a hand written checklist- to make it fun & engaging to determine what assets you have that you can offer the system. The checklist would already be populated with info (see 1 & 2 below), so you are not scratching your head, "What could I possibly have to trade?" (onboarding) When you upload an asset, the box is checked. The list is dynamic & something you will want to revisit to gather ideas on more assets to share and to check on your status i.e. how many items have you crossed off your list? There will be public praise in the member recognition section of the site & point rewards when you finish your list. (progression loop).
1. A list of common items people share on ShareAll: this is an example of on-boarding- showing the player that even they already have something in their possession that someone wants to buy or trade.
2. Growth areas: things ShareAll wants to encourage promotion/sales of shares on the site b.c. the company is weak in this department e.g. we need more power boats shares; therefore, add power boat to the check list. 
B. Wanted list & word cloud (described above). This technique reflects how a game can trigger wanted user behavior when the system needs it most.
C. Biggest donors of their time, earn recognition on the site. Everyone likes praise, especially praise for helping others or the planet. Points would be demotivating here, so they are not offered.
D. Encourage users to build online communities: recruits other users (refer someone, get points) & communities are groups you trust. Consumers like to engage with & buy from people they trust.
1. Connect via Facebook so ShareAll can leverage your friends' purchasing decisions Amazon style: your friends bought this, so we thought you might be interested in it too.
2. Build a community derived from your real, physical neighborhood, your work community, your soccer team, your religious institution, your college dorm.... Sometimes convenience plays a part in "borrowing" decisions (e.g. my car won't start, can I catch a ride with you becomes can I buy shares in your car so when I can't take the bus or ride my bike, I have a resource I can easily & reliably reach.)
3. Rate the people from whom you have bought.
5. Don't forget the fun! 
What can you do with your points? Points are different than shares. With X# of points (where X continues to change value), you earn a surprise! Somewhat correlated to how much (reward) or how little (motivate engagement) you are involved in the system.
6. Deploy the appropriate tools (see above)* 
A. Create a small, educational "Reduce Your Carbon Use" or "Reduce Landfill" game. Drag & drop game: drag a picture of this asset (available for consumption on ShareAll) into a four quadrant game board which says "Share (upload), Buy, Sell, or Cash out." Players earn the most points for moving an item into the Share quadrant i.e. uploading an asset, then for buying & selling an asset, & they earn the least points for cashing out (going for the monetary reward vs. going the sustainable route). As the player uploads assets or Buys & Sells more assets, the visual background/environment of the game looks healthier (less smog, more birds flying, plants growing or garbage piles getting smaller...). If the player selects Cash Out or doesn't contribute assets to the system, the visual background/environment of the game looks unhealthier (more smog, fewer, more sickly plants, fewer birds or more barges appear carrying garbage down the river & dumping it on an island, the pile of garbage grows). The dynamic background visuals are used to quickly communicate the benefits of participating in the ShareAll system and to discourage Cashing out or going the traditional route of first use consumerism. This game element gives instant feedback to the player about how their actions have an impact while instructing them & encouraging them about the societal benefits in using the ShareAll consumption model.
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