ONLINE 3-Day (Octalysis) Gamification Workshop by Yu-kai Chou
Wednesday, January 11, 2017 at 9:00 AM - Friday, January 13, 2017 at 3:00 PM (PST)
San Francisco, California
London, United Kingdom
"Yu-kai's Insights were instrumental in helping Lucky Diem supercharge our client La Quinta's bookings per user by 206% and incremental revenue per user by $157 (132% Lift) against the control group. Being able to achieve a viral coefficient of 530%, I would recommend any business to work with Yu-kai and learn his Octalysis Framework."
-Andrew Landis, Founder & CEO of Lucky Diem
"So I would like to let Yu-Kai and all of you know that one of the companies that I work for has already been transformed thanks to the Strategy Dashboard. Our projects have a much better direction, we have found new ways to monitor the projects as well as monetize them. Our designers love it as it has helped them design more focused interfaces with direct links to the actions we want to encourage....the CEO is itching to get on the next course as well. So Thank you Yu-kai Chou You have truly helped me."
-Ryan Julyan, Former Workshop Attendee (South Africa)
Advanced Octalysis Gamification Design Workshop: 3 Progressive Day Sessions (6 hours/day) - ONLINE
After seven Tremendously Successful Octalysis Workshops, over 200 gamification enthusiasts became equipped and were inspired to implement great gamification design into their own world-changing projects. These quaterly workshops are specifically catered to audience members from different continents, which are broken down into three 6-hour sessions in consecutive days, and options for people who want to just attend one day over another. This event is specifically designed to cater to Europeans and USA time zones. The structure is below:
Day 1: 9AM to 3PM Pacific Time with a lunch break from 12PM - 1PM. Attendees will participate in the livestream Yu-kai's webcam presenting as well as his slides (with Yu-kai also interacting and answering questions from virtual attendees).
Day 2: Same Time as Day 1 - 9AM to 3PM Pacific Time with a lunch break from 12PM - 1PM.
Day 3: Day 3 in general will only have capacity for 8 attendees. Each attendee will present their projects and Yu-kai will provide custom advice and feedback to that project, benefitting all attendees.
No-Risk Refund Policy
If you attended the entire workshop and felt the knowledge and experience do not benefit your life in a tangible manner as promised, we absolutely insist on refunding you 100% of your registration fees. To request a refund, you must do so within 48 hours of the workshop, and you must be present for the entire workshop. We unfortunately can't help if you didn't get much out of it because you were absent, but as long as you were here, we will make sure you have a mind-blowingly great experience.
Overview of the ONLINE Workshop
Gamification is a field that is substantially taking off in today's world. Today there are hundreds of Gamification Case Studies with ROI stats in the double or triple digits. However, there still are many misconceptions and misunderstanding on gamification, especially when it comes to actually implementing good gamification design into your own projects.
This workshop will be about how to implement great gamification design that drives numbers through Yu-kai Chou's Octalysis Framework. Published in late 2012, the Octalysis Gamification Framework has become a global standard, being translated into over 18 different languages, and transforming many businesses throughout the world.
The premise of Octalysis is that an experience is not motivating simply because it has "game mechanics" and "game elements" in them. Every single game in the market has game mechanics in it, but most games are still boring and unsuccessful. It is unrealistic to think that, once you take those game elements (such as Points, Badges, and Leaderboards) that are even found in boring games and plug them into your project, your project will automatically be fun and successful.
Instead of focusing on various game mechanics and game elements, Octalysis focuses on the 8 Core Drives, which are our inner drives that motivate us to do anything. Everything we do is based on one or more of these 8 Core Drives; which means that if none of these 8 Core Drives are present, there is no motivation, and no behavior happens.
Among the 8 Core Drives, there are also different "natures" of those Core Drives. White Hat Core Drives make people feel powerful and in control, but there is no sense of urgency; Black Hat Core Drives make people feel urgent, obsessed, even addicted, but in the long-run it leaves a bad taste in their mouths because they are not in control of their own actions. Extrinsic (Left Brain)Core Drives motivates users through rewards, goals, and achievements, but users don't necessarily enjoy the activity itself and may drop out after obtaining the reward; whereas Intrinsic (Right Brain) Core Drives motivate users because they want to enjoy the experience - they would even pay in order to do the activity.
This workshop will focus on how to use the Octalysis Framework to design motivating experiences that bring out our 8 Core Drives to completely meet your business objectives, whether it would be to close sales quickly, raising funding for your organization, motivate employees, create obsessive users, becoming a better parent, or motivate yourself towards good habits.
Why Should I Sign Up For this Workshop?
You should take the workshop if you:
- Want to reduce your product-market-fit runway by half (very tangible for any company with a burn-rate)
- Have problems with retaining users at the onboarding process
- Are managing people that are not excited about doing their work
- Have customers who are not engaged in your marketing campaigns
- Feel like you could use some extra motivation in your own personal improvement
- Want to incentivize veteran users to contribute to your ecosystem instead of leaving for your competitors
- Want to be more persuasive in all types of communications
The workshop is broken down into three sections:
Day 1: Fundamentals (Pacific Time: 9AM - 3PM 1/11/2017)
We will cover the basic groundwork of Octalysis, including topics such as:
- Gamification as Human-Focused Design
- Why most gamification projects fail
- Introduction to the Octalysis Framework
- Introduction to the 8 Core Drives
- Core Drive 1: Epic Meaning & Calling
- Core Drive 2: Development & Accomplishment
- Core Drive 3: Empowerment of Creativity & Feedback
- Core Drive 4: Ownership & Possession
- Core Drive 5: Social Influence & Relatedness
- Core Drive 6: Scarcity & Impatience
- Core Drive 7: Unpredictability & Curiosity
- Core Drive 8: Loss & Avoidance
- Black Hat vs White Hat Gamification
- Left Brain (Extrinsic Tendency) vs Right Brain (Intrinsic Tendency) Gamification
- 4 Experience Phases of a Player's Journey: 1) Discovery 2) Onboarding 3) Scaffodling 4) Endgame
- Practice Assignments towards the Level 1 Octalysis Certificate
Day 2: Applying Octalysis (Pacific Time: 9AM - 3PM 1/12/2017)
Day 2 will be about applying what we have acquired as our knowledge on Day 1 to actual projects and examples in the real world. We will start to analyze many projects through the lenses of Octalysis and see how they motivate people, if they are White Hat or Black Hat focused, and how we would improve those experiences. We will also start to dig deeper into the Strategy Dashboard and work on many projects.
- Examine many addictive games through the lenses of Octalysis and examine the strengths and weaknesses of the motivational strategies of those games, as well as the nature of the Core Drives they used.
- Identify pitfalls of the games discussed and methods to improve the design through Octalysis
- Examine many successful (as well as failed) real-world projects and products through the lenses of Octalysis and examine the strengths and weaknesses of the motivational strategies of those games, as well as the nature of the Core Drives they used.
- Identify pitfalls of the products and the experiences discussed and methods to improve the design through Octalysis
- Introduce a few specific new problems to solve
- 5 Items to define in The Strategy Dashboard of any gamification campaign (Business Metrics, Players, Desired Actions -> Win-States, Feedback Mechanics, and Rewards/Incentives)
- Group walk through of the Octalysis Process, starting with Defining the Strategy Dashboard
- Group walk through of the Discovery Phase of the problem to solve
- Group walk through of the Onboarding Phase of the problem to solve
- Group walk through of the Scaffodling Phase of the problem to solve
- Group walk through of the Endgame Phase of the problem to solve
- Create an Effect-Ease Feature List through Spreadsheets
- Using the preceding results, derive an Actionable Concept Wireframe of the Solution
Day 3: Specific Attendee Project Drill-Downs (Pacific Time: 9AM - 3PM 1/13/2017)
Day 3 will be focusing on attendee projects, sharing, discussing, and receiving critical assessment, guidance, and feedback from Yu-kai Chou. Instead of learning about everything in theory, attendees will get the opportunity to apply it to their own projects and ensure optimized motivation. This will be very similar to how Yu-kai consults with his clients (value in the thousands of dollars) with a more collaborative setting so each attendee can also learn from each others' projects. Based on what each attendee brings to the table, we may cover:
- Attendees Introduce themselves and their own projects
- Group work through the Strategy Dashboard
- Work out attendee Business Metrics -> Game Objectives and discuss
- Work out attendee Users -> Players and discuss
- Work out attendee Desired Actions -> Win-States and discuss
- Work out attendee User Metrics -> Feedback Mechanics and discuss
- Work out attendee Incentives -> Rewards and discuss
- Work through attendee project: 8 Core Drives of the Discovery Phase and discussion
- Work through attendee project: 8 Core Drives of the Onboarding Phase and discussion
- Work through attendee project: 8 Core Drives of the Scaffolding Phase and discussion
- Work through attendee project: 8 Core Drives of the Endgame Phase and discussion
- Refine each project into an EE (Effect-Ease) Feature List
- Design Concept Wireframes for Final Concept
There are no requirements for the Day 1 Workshop. Sign-up with an open mind, ready to be blown.
For Day 2, the Day 1 Workshop completion is not necessarily required. However, the attendee must have a strong understanding of the information shared publicly through Yu-kai Chou's videos, blog posts, book, or public speeches.
For Day 3, the attendee should have at least attended a previous workshop with Yu-kai Chou either this time, or in the past few years. Day 3 is meant to be the most intimate and rewarding.
Extrinsic (and some Intrinsic) Rewards
1. All attendees of the workshops will receive a FREE eBook copy of Yu-kai Chou's book Actionable Gamification - Beyond Points, Badges, and Leaderboards.
2. Day 2 and Day 3 Attendees will received an Autographed Copy of Yu-kai Chou's Book: Actionable Gamification - Beyond Points, Badges, and Leaderboards (Retails at $25 + Author Autography = Priceless)
3. A Certificate for Octalysis Gamification 3-Day Workshop Completion
4. Selected Day 3 Attendee projects will be featured on various materials by Yu-kai Chou for status/promotional purposes.
5. Day 3 impressive performances may also lead to opportunities to work with Yu-kai Chou on various projects and eventually joining his team of incredible World-Changers.
Why Does Gamification Work?
Gamification is described by Yu-kai Chou as "Human-Focused Design," as opposed to "Function-Focused Design." Most design systems are function focused - assuming people will do the activities and simply optimizes for efficiency. Even traditional UX/UI/Usability focuses on making tasks "easier" to do, assuming users already have motivation, instead of creating motivation itself. Human-Focused Design optimizes for human emotion and motivation, ultimately creating behavior that drives business results.
The reason why we term this craft gamification is because the gaming industry is the first to master Human-Focused Design. There is no real purpose for playing a game. You have to do your taxes, go to work, go to school, but you never have to play a game. The instant a game is no longer fun, people leave the game - they play another game, check their emails, or go on Youtube.
Because games have spent decades trying to figure out how to get the masses to spend hours everyday engaging with their platforms when there is no real purpose to them, we are now learning how to apply that discipline to services that have important functions but aren't as emotionally engaging. As long as you can define a Desired Action, we can improve motivation towards it. Gamification combines many fields such as game design, game dynamics, motivational psycology, behaviorial economics, UX/UI, neurobiology, technology platforms, and business systems to drive measureable results.
And don't just take our word on it. As noted above, there are hundreds of detailed case studies showing gamification providing an extremely high amount of ROI in the double or even triple digits.
About the Speaker
Yu-kai Chou is an Author and International Keynote Speaker on Gamification. He is the Original Creator of the gamification framework: Octalysis, and the author of Actionable Gamification: Beyond Points, Badges, and Leaderboards. He is the Founder of The Octalysis Group and has been a regular speaker/lecturer on gamification worldwide, including at organizations like Stanford University, Google, LEGO, Accenture, TEDx, SxSW, Ericsson, Gamified India, Huawei, the Innovation Center in Denmark, Kingdom of Bahrain, and many more.
Yu-kai was one of the earliest pioneers in Gamification, starting his work in the industry in 2003. In 2015, Yu-kai was rated #1 among the "Gamification Gurus Power 100" by RISE, and was also awarded "Gamification Guru of the Year Award" for both 2014 and 2015 by the World Gamification Congress based in Europe. He has helped a variety of companies, from seed stage startups to Fortune 500 companies such as LEGO, eBay, Huawei, Fidelity, AIG, Verizon, HP, Cisco, Wells Fargo, and more. His work has been featured in Forbes, The Wall Street Journal, The World Journal, Business Insider, PBS, and many more.
Warning: your life will stay the same if you choose to not sign-up for this workshop. Don't risk it.
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You worked hard to get where you are today. If you are investing in anything, invest in yourself. Take this step today and watch your life transform for the next 20 years!
"Yu-kai is at the cutting edge of the field of behavior design."
-Nir Eyal, Author of Hooked: How to Build Habit-Forming Products
"I’ve been following Yu-kai’s work on gamification for years and have enjoyed his deep insights and actionable recommendations. Octalysis is a powerful and pragmatic framework to understand human nature and positive motivators that encourage people to do their best work. It’s great that Yu-kai was able to capture his thoughts into this framework and can share it with others through this book. It should be required reading for anyone building, managing, or collaborating with a team, community, or ecosystem."
-Susie Wee, VP and CTO of Networked Experiences at Cisco Systems
“Yu-kai’s reputation precedes him in the field of gamification, so I know him professionally before I know him personally. Professionally he’s as efficient and effective as a black hat hacker. But personally, he’s as kind and passionate as a white hat artist. Yu-kai himself is the perfect embodiment of his octalysis framework. You may have only seen some aspect of him; but believe me, he has all 8 sides of the octagon, plus the center—he’s sensational.”
-Michael Wu, Chief Scientist of Lithium
"I've been tracking the development of Octalysis for over 2 years now, and It's become a comprehensive framework for enterprise gamification. Psychology is at the core of every activity, and game designers are masters at it. Yu-kai's framework has mapped out the various dimensions for reasoning about and optimizing a gamified enterprise process. I have no doubt that it will make its way into business school text books soon."
-Moataz Rashad, Former Head of Software Architecture at Sony Mobile
Yu-kai is the real deal. His experience, expertise and passion make this a “must read” for those looking to grasp the possibilities available through applied gamification."
-Jeff Gates, formal counsel to U.S. Senate Committee on Finance and author of Guilt By Association
“Yu-kai’s book makes gamification practical. It is chock full of specific examples, suggestions for implementations, and pitfalls to avoid. Actionable Gamification is a gold mine of insights, and those who study and practice what it offers will have a powerful toolkit of incentives for business and personal contexts. Run, don’t walk, to get your copy – I highly recommend it.”
-Chuck Pickelhaupt, VP of Emerging Technologies R&D for Fidelity Investments
“Yu-kai shows us that gamification is about customer centric thinking, and certainly much more than adding game pieces to our customer experience designs. His Octalysis framework is a guide by which we can construct our services to resonate naturally with our customers. This way of thinking will lead us to design products and services that engage our customers, and motivate them to interact with us more frequently and over a longer period of time. The end result is greater value for the organization.”
-Paul Brown, Regional VP of AIG Japan
Yu-kai’s Octalysis framework brilliantly explains the intricate relationships between human behaviors and their inner drives. Accompanied by numerous application examples, Octalysis is the turn key for gamification in any product and service design.
-Dr. Jianming Dong, Chief User Experience Architect at Huawei
The ChouForce is Yu-kai Chou's speaking and special project empire.