Gamification & Behavioral Design: The Octalysis Framework

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3 часа курса
О курсе

This class teaches Gamification and Behavioral Design by world-renowned expert (Stanford, Google, LEGO, BCG, TEDx) and Original Creator of the Octalysis Framework Yu-kai Chou.

After taking this course, students should be able to understand how the brain works, how to trigger motivations, and be able to apply that to all sorts of aspects in their lives, such as fundraising, sales, team motivation, parenting, teaching, relationships, and more. One example would be that the student would be able to identify the differences between White Hat Motivation (makes people feel powerful but not sense of urgency) and Black Hat Motivation (makes people feel urgent and obsessed, but leads to burn-out), and understand in what scenarios to design for one over the other.

This course is all about changing Desired Actions through Gameful and Behavioral Design! 

Программа
Foundations of the Octalysis Framework
Understand the Gamification Framework Octalysis and how to use it to make projects successful.
1-1: Introduction to the Course
This is the introductory lecture. It includes the background of Yu-kai Chou, a quick overview of gamification, and a few interesting examples.

The student will be able to feel good about who they are learning from and talk about gamification intelligently to others after this lecture.
1-2: Human-Focused Design vs Function-Focused Design
In this lecture students will learn about the differences between Human-Focused Design and Function-Focused Design. This will include why so many projects fail (they focus on function/efficiency as opposed to human motivation). 

After the lecture, students will be able to identify early signs of a failing project and be much more sophisticated in designing successful products, campaigns, and experiences.
1-3: Introduction to the Octalysis Framework
In this lecture, students will get their first introduction towards the Octalysis Framework. This is the internationally recognized framework for gamification and behavioral design created by the Instructor. It breaks down all motivation into 8 Core Drives, and explains why they are motivating to our behavior. 

After taking this lecture, students will understand how our brains work and what are the Core Drives that trigger all our behavior. 
1-4: White Hat Motivation vs Black Hat Motivation
In this Lecture, students will learn about the differences between White Hat and Black Hat Motivation, and how to utilize them. White Hat Motivation makes people feel powerful and in-control, but there is no sense of urgency. Black Hat Motivation makes people feel urgent, obsessed, even addicted, but it may leave a bad taste in their mouths because they don't feel like they are in control of their own behavior. 

After taking this lecture. Students will understand when to use White Hat Motivation to drive longterm engagement, and when to use Black Hat Motivation to drive short-term conversions.
1-5: Left Brain vs Right Brain Core Drives
In this lecture, students will learn about the differences between Left Brain vs Right Brain Core Drives, which aren't about the geographical location of the brain, but focused on the logical/emotional duality. Left Brain Core Drives focus on Extrinsic Motivation, while Right Brain Core Drives relate to Intrinsic Motivation.

After this lecture, students will learn the pros and cons of Extrinsic and Intrinsic Motivation design, as well as know when to apply them to various situations.
Lecture 1-6: Sneak Peak of of Level II and Level III Octalysis
In this lecture, students will get a view of what Level II and Level III Octalysis consist of, and the eventual power it has on creating successful products.
After this lecture, students will be able to understand an experience from a higher perspective, applying the 4 Phases of a Player's Journey, as well as various Player Types.
The 8 Core Drives of Human Behavior
You will learn how the brain works and how to trigger behavior based on different Core Drives.
2-1: Epic Meaning & Calling
In this Lecture, students will learn about Core Drive 1: Epic Meaning & Calling. This is the White Hat Core Drive that motivates people to become selfless for a cause that is bigger than themselves.

At the end of the Lecture, students will be able to implement Epic Meaning & Calling into their designs, creating passionate users who are in love with the journey.
2-2: Development & Accomplishment
In this Lecture, students will learn about Core Drive 2: Development & Accomplishment. This is the Core Drive that engages people through a sense of progression, leveling up, and mastery.

At the end of the Lecture, students will be able to design for progression and achievement systems (including points and badges) into their experiences. The will drive engagement forward as users advance through their journey.
2-3: Empowerment of Creativity & Feedback
In this Lecture, students will learn about Core Drive 3: Empowerment of Creativity & Feedback. This Core Drive is the evergreen motivation that most closely resembles "fun" and enjoyment.
After this Lecture, students will learn how to make an experience more intrinsically interesting while fulfilling the creative needs of the end users. 
2-4: Ownership & Possession
In this Lecture, students will learn about Core Drive 4: Ownership & Possession. This Core Drive allows people to grow attached to the experience because of their sense of ownership in it. 
After this Lecture, students will learn how to design experiences where users invest into their journey and feel a stronger sense of ownership throughout, creating stronger retention.
Требования
  • There are no real requirements before starting this course.
  • Great plus if the student is already familiar with the Octalysis Framework, and/or have read the book Actionable Gamification, but those are not required to get a great experience from the course.
Что Вы изучите?
  • Understand how the brain works
  • How to trigger motivations
  • Be able to apply behavioral design to all sorts of aspects in their lives, such as fundraising, sales, team motivation, parenting, teaching, relationships, and more.
  • be able to identify the differences between White Hat Motivation (makes people feel powerful but not sense of urgency) and Black Hat Motivation (makes people feel urgent and obsessed, but leads to burn-out)
Лекторы
Yu-kai Chou
Yu-kai Chou
International Keynote Speaker & Author in Gamification

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 Google, Stanford University, LEGO, BCG, TEDx, SxSW, 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, Accenture, eBay, Huawei, Fidelity, AIG Japan, Verizon, HP, Ericsson, 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.

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