As individuals uncover that everybody from their nieces to their grand- mas are taking part in video games, whereas firms like Zynga, King, and Glu Mobile are having spectacular Initial Public Offerings (IPOs), they start to see the social energy of gamification. At the identical time, gamification has additionally been broken by the shortage of sustaining success from firms like Zynga, largely as a result of unhealthy design, which we’ll look at intently in Chapter 14 on White Hat vs Black Hat Gamification.
The time period “gamification” rose to prominence when organizations equivalent to Bunchball and Gamification.co branded their providers with the unique phrase, which spurred a complete new trade: one that offers managers, entrepreneurs, and product designers instruments for creating engagement and loyalty of their experiences.
Human-Focused Design: The Better Term for Gamification
In my very own view, gamification is the craft of deriving enjoyable and interesting parts discovered sometimes in video games and thoughtfully ap- plying them to real-world or productive actions. This course of is what I name “Human-Focused Design,” in opposition to what we usually discover in society as “Function-Focused Design.” Human- Focused Design optimizes for human motivation in a system versus optimizing for pure practical effectivity throughout the system.
Most techniques are inherently “function-focused,” that’s, designed to get the job accomplished rapidly. This is sort of a manufacturing facility that assumes its employees will do their jobs as a result of they’re required to, not as a result of they essentially wish to carry out the related duties. However, at its core, Human-Focused Design emphasizes that folks aren’t rudimentary cogs in a system.
We have emotions, ambitions, insecurities, and causes for whether or not or not we wish to do sure issues. Human-Focused Design optimizes for these emotions, motivations, and engagement as the essential basis for designing the general system in addition to its features. (Note: I initially created the time period “Human-Focused Design” to distinction with “Function-Focused Design” in 2012, but it surely shouldn’t be confused with “Human Centered Design2,” or “User- Centric Design” by IDEO3.)