Posts Tagged ‘Werbach’
Gamification: Ethics, Disney, and Playbor
It’s always seemed somewhat ironic that discussions of most systems, from gamification to genetic modification, always leave the issue of ethics until near the end. Of course, you can’t discuss the ethics of something until you have a clear idea of what it is you’re examining, so it might be a necessary evil.
In For the Win, Wharton business school professors Kevin Werbach and Dan Hunter (and Werbach in his Gamification course on Coursera) examine the ethics of gamification. The childhood saying is that anything’s fun until someone loses an eye, but gamification can have a manipulative side. Werbach and Hunter refer to the practice of using gamification to amplify work effort as playbor, a terrific term that captures the essence of their critique.
One example Werbach mentions in both the book and the course is Disney’s use of a leaderboard to display performance statistics for workers in their laundry facilities. One of the basic tenets of business is that “if you can’t measure it, you can’t manage it”, but there’s a real question as to when you cross the line from performance measurement to manipulation. When I had a summer job with a telemarketing firm back in the 1980s, did my target call, contact, and sale numbers amount to manipulation? How about sales quotas for bonuses? Or entering in at least a certain number of books per hour when I took a temp job helping a large independent bookstore digitize their inventory? In neither case was I compared directly to other employees (I was the only salesperson at a very small company), so it probably wasn’t an example of gamification, though I was aware of my performance in relation to my targets.
Ethics is always a tricky subject. In many cases, workplace treatment comes down to what can be negotiated between workers and management, either through union representatives or by workers voting with their feet. In a down economy, many workers are willing to accept conditions they wouldn’t consider in better times. There have been several articles on conditions in Amazon warehouses as well as a recent report on what might be an Amazon warehouse, that remind us how circumstances can give employers leverage over their employees.
Gamification: Deploy the Appropriate Tools
My previous set of posts described elements of gamification (such as meaningful choices and conflict) and how to incorporate them into business and improv. Kevin Werbach and his coauthor Dan Hunter also identify six steps to gamification (For the Win, p. 86), which I think provide an excellent framework for business and theatrical endeavors. I took a wild stab at designing for fun in my last post. In this post, I’ll talk about deploying the appropriate tools.
As a quick review, the authors’ six D’s are:
- Define business objectives
- Delineate target behaviors
- Describe your players
- Devise activity cycles
- Don’t forget the fun!
- Deploy the appropriate tools
Deploying the appropriate tools is where the cool concepts you’ve brought together become a system you can poke, prod, enter data into, and get feedback from. If you’re measuring data entry, you can automate the process. If you’re measuring geographic information or activity, you might program a mobile app to capture the data automatically. Otherwise, you need to create a system that combines automatic data collection with user entry. The specifics will change based on your environment and resources, but bear in mind that almost any system will require a significant investment of time, money, or both.
In an improv context, deploying the appropriate tools occurs in the context of creating your show and presenting your product. How you present your performances, from your venue to your costumes and format, shapes your audience’s expectations and reactions. Much improv comedy happens in restaurants, bars, and other spaces where the performance is secondary to the venue’s revenue stream. The venue often provides the space in exchange for a little rent or in the hope that the performers’ friends will eat and drink during the show. All the performer needs to do is put on their dark colored top, jeans, and soft-soled black shoes to get going. Troupes with dedicated spaces must pay attention to audience seating, bathroom access, and availability of snacks, drinks, and swag to buy at the performance.
You also have to create feedback mechanisms for the audience and performers. As I’ve said in other contexts, the audience isn’t there for the performers’ sake — they attended the show to have an enjoyable night out. Even your best friends wouldn’t see more than one show if the experience was so dire they didn’t enjoy themselves. You can get feedback from troupe members sitting in the audience and, in addition to watching the show, paying careful attention to the audience’s reaction. It’s easy to develop “laughing ears” where every reaction, regardless of how small, seems like a standing ovation. A teammate in the seats can help you see and hear what the audience really thinks. It’s your job to listen.
I’ll close out this section on gamification with a look at ethical considerations. Is it possible to use game mechanics to oppress your workers? Oh, yes…
Gamification: Devising Activity Cycles
My previous set of posts described elements of gamification (such as meaningful choices and conflict) and how to incorporate them into business and improv. Kevin Werbach and his coauthor Dan Hunter also identify six steps to gamification (For the Win, p. 86), which I think provide an excellent framework for business and theatrical endeavors. I just examined how you can describe your players using personas. In this post, I’ll talk about devising activity cycles.
As a quick review, the authors’ six D’s are:
- Define business objectives
- Delineate target behaviors
- Describe your players
- Devise activity cycles
- Don’t forget the fun!
- Deploy the appropriate tools
In a gamification context, activity cycles are the actions you want your players (teammates, customers, co-workers, etc.) to take. You can think of activity cycles as patterns of interaction with your site that represent a task or series of tasks taken to completion. As an example, consider how you check in at sites on FourSquare. Your activity cycle involves pulling up the app on your phone, having it sense your location, and giving it permission to check you in at that location. You can also earn badges, receive special offers, and be named Mayor of a location by checking in there more than everyone else.
Some sites have longer activity cycles. TeamSnap offers a website where you can track your sports teams’ rosters, schedule practices, track attendance, and record game results. You can even assign team members (or their parents) tasks such as bringing snacks to the game. TeamSnap’s also useful for improv groups who want to track practices, send messages, and schedule shows. (Full disclosure: I’m good friends with several TeamSnap executives and my main improv group, ComedySportz Portland, uses their site to track our activities.)
Businesses have activity cycles in all aspects of their operations. Client generation, sales tracking, and customer service all lend themselves to gamification. In some sense, businesses that track sales performance and use other measures to rank their employees already use elements of gamification, but many times those scenarios take on the tenor of the “motivational speech” Alec Baldwin’s character Blake delivers at the start of a monthly sales contest in the film version of Glengarry Glen Ross. In that contest, first place is a Cadillac El Dorado, second place is a set of steak knives, and third place is “You’re fired.”
Some bosses thrive on intimidation and insult, but that approach goes against the spirit of gamification. If you want to gamify successfully, you can’t forget the fun.
Gamification: The Six D’s
I’m most of the way through the Gamification course I’m taking on Coursera. I’ve learned a lot and hope to apply some of the techniques in my own work.
Much of the course’s material appears in For the Win, written by the Coursera professor Kevin Werbach and his coauthor Dan Hunter (both of whom are faculty members at the University of Pennsylvania’s Wharton School). My previous four posts discussed four elements of gamification (such as meaningful choices and conflict) and how to incorporate them into business and improv. The authors also identify six steps to gamification (For the Win, p. 86), which I think provide an excellent framework for business and theatrical endeavors.
The authors’ six D’s are:
- Define business objectives
- Delineate target behaviors
- Describe your players
- Devise activity cycles
- Don’t forget the fun!
- Deploy the appropriate tools
My next six posts will address these D’s one at a time, starting with how to define your objectives.
Improv and Gamification: Structure
I’m taking the free Coursera course on Gamification, taught by Kevin Werbach from the Wharton School of Management. The book For the Win, which Werbach coauthored with Dan Hunter, mentions four basic elements of gamification:
- Motivation
- Meaningful choices
- Structure
- Potential conflicts
Werbach and Hunter use the structure element to ask: “Can the desired behaviors be modeled through a set of algorithms?” For San Francisco firm Keas, structure comes in the form of challenges participants undergo during the workday to improve their wellness, Microsoft gamified identifying translation errors in Windows 7 dialog boxes, and airlines provide better service as you accumulate more miles.
Measuring results in improv is a less exact process, but ComedySportz gets around the problem by having the audience vote to see which team gets the points for a pair of competing games. The idea that the show is a competition, where the players try to win but don’t care if they lose, provides a hook that makes the experience more than simple entertainment.
For businesses, organizational performance is often based on revenue, market share, and similar targets identified by the executive team. Individual employee performance is measured versus criteria set for each employee, but how do you provide an overall structure for a project, department, or division? Chip manufacturer Intel uses a Plan of Record, or POR, to identify goals and, in some cases, methodologies at all levels of the enterprise. That which adhereth to the POR is blessed; that which doth not is condemned.
Developing a structure to measure performance can be difficult, especially when applied to creative workers. Don’t feel compelled to gamify a process — the best gamification structure might be none at all.
Improspectives 
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