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Ross Smith - Play Is a 21st Century Business Process

As we enter the middle of the 2nd decade of the 21st century, the habits of the Industrial Age are disappearing and the new reality of the knowledge worker is pervasive. It’s more acceptable to work from home, to join a meeting online instead of face time with the boss. The most relevant ideas come from some of the most junior people in the organization. The magic of play is the next great frontier. When we think about knowledge work, there is no time clock, there is no assembly line– the best ideas come in the shower, or while riding the ski lift. Introducing serious play in to the world of work is only natural. As Charles E. Schaeferu said “We are never more fully alive, more completely ourselves, or more deeply engrossed in anything, than when we are at play.” As we progress in the changing workplace demographics, from cultural diversity through generational diversity, into the influence of mobile technology, remote work, big data, and a culture of “always (partially) connected”, how can we leverage game mechanics to help better engage employees, customers, and users to help them be more productive. Could serious play be the 21st century version of notable business processes of the past?

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Ross Smith - Play Is a 21st Century Business Process

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  1. + Ross Smith Microsoft Play as a 21stCentury Business Process Using Game Mechanics to Improve Data Science

  2. +in ev'ry job that must be done There is an element of fun You find the fun and snap! The job's a game And ev'ry task you undertake Becomes a piece of cake A lark! A spree! It's very clear to see - Mary Poppins

  3. +games @ work have history

  4. ancient civilization + festivals + hunting and fishing + children learn through play + athletic competition

  5. + industrial revolution

  6. + THE RISE OF THE… creative class

  7. + cultural change

  8. + our world is changing new workforce ‘user’ experience is key global demographics technology revolution social connectivity

  9. + July 22, 1964 IMAGINE US-USSR Track Meet at LA Colisueum Teams stay in USC Residence Hall

  10. Kim Kardashian makes $85m from Kim Kardashian: Hollywood mobile game

  11. + 7.2 billion humans 1804 – 1 billion 1927 – 2 billion 1960 – 3 billion 2025 – 8 billion 2050 – 9.6 billion 2081 – 10 billion Population growth rate is slowing !

  12. +the internet 87% of American adults now use the internet 99% of households earning $75,000 or more 97% of young adults 97% with college degrees 68% of adults connect via mobile

  13. +internet of things

  14. + More young children know how to play a computer game (58%) … than swim (20%) or ride a bike (52%) 91% of kids age 2-17 are gamers

  15. + 69% of kids age 2-5 can use a mouse, but only 11% can tie their shoelaces

  16. +64% of parents believe games are a positive part of their kid’s lives

  17. +mobile video

  18. > 50% of all global growth by 2025 will come from BRIC countries plus South Korea and Indonesia Global Shift: Arrival of Emerging Economies

  19. +China 1.6 gamers in China for every American citizen 517 million 28% play more than 1 hour a day

  20. +71% of US gamers play on phone up from 4% in 2013

  21. In a global village of 100 61 would be Asian, ~80 would have mobile, 11 would be from Europe… and 70 would be gamers… Global Shift: Diverse and Distributed Workforces

  22. + why is big data so hyped? “big data” was added to Merriam-Webster in 2014 edition… an accumulation of data that is too large and complex for processing by traditional database management tools

  23. +“bigdataUX” – user research

  24. +game design

  25. + testing

  26. + marketing

  27. + productivity games using games to get the data you need

  28. +where games work best Skills- Behaviors Matrix Unique Work Skills Expanding Work Skills Core Work Skills In-Role Behaviors Organizational Citizenship Behaviors

  29. +Lync Test Games  Build a Story  Landmarks  Road Signs  Mobile Fest

  30. + language quality game

  31. + Results Total Screens Reviewed: Over 500,000 Total Number of Reviewers: Over 4,500 Screens per Reviewer: Average 119 Significant Quality Improvements for Windows 7 Positive Impact on Ship Schedule Team Morale and Subsidiary Engagement

  32. Results Players Over 1,000 Feedback increase > 16x Feedback received: 10,000+ Players vs. non-players 67% of players participate vs. 3% of non Significant Quality Improvements for product Positive Impact on Ship Schedule Team Morale and Dogfood User Engagement

  33. + data science using games to get the data you need

  34. + ‘given enough eyeballs, all bugs are shallow’ Eric Raymond, The Cathedral and the Bazaar

  35. +Gamified Transactions High Synthetic Transactions Gamified Transactions Volume of Data “Authentic” Transactions Dogfood Usage Low High Low Data Authenticity

  36. +data gathering methods  Authentic  Beta Testing  Telemetry  Dogfood/Crowdsource/Self Host  Synthetic Transactions  Active Monitoring  Passive Monitoring

  37. +gamified transactions (GT’s)  use game mechanics to direct crowd activity  carefully designed not to impact service load  cluster analysis for user groups and scenario determination  generate A/B comparative studies  predictive analytics  beware of the observer effect

  38. + types of elicited information what can we use GT’s for?

  39. +scenario coverage studies features early adopters education / training user research marketing performance Monitoring security

  40. +crowd reputation scoring the value of gamified transactions hinges on our ability to trust user’s feedback Reputation Scores Good Fair Needs work Poor

  41. +data science and feedback quality  especially important when rewards are used  use the crowd to test each others results!  develop a probability function for each gamer indicating the chance of a correct item of input  reputation score is the Bayesian prior for correctness calculation  reputation is categorized using percentile  provide games that train to improve reputation

  42. +the opportunity GT’s bring to cloud  gamified monitoring  experience tuning and optimization  scenario feedback  performance  marketing data  crowdsourced testing

  43. +the marriage of games and big data turns gaming into a business process

  44. + www.42projects.org @42projects /42projects thank you ! ross smith rosss@microsoft.com

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