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!
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
In this Lecture, students will learn about Core Drive 5: Social Influence & Relatedness. This is the Core Drive that motivates uses to work with others, share great content, and spread a sense of appreciation through the experience
At the end of the Lecture, students will learn how to create an environment of generosity, team work, and social appreciation so every moment within your experience design is rewarding.
In this Lecture, students will learn about Core Drive 6: Scarcity & Impatience. This Core Drive creates obsessive behavior where users constantly want to commit more Desired Actions throughout the experience.
After the Lecture, students will be able to implement viral activity loops and increase their short term metrics such as monetization, virality, and daily active users.
In this Lecture, students will learn about Core Drive 7: Unpredictability & Curiosity. This is the Core Drives that allows users to enjoy and obsess over an experience, even though they feel out of control.
After the Lecture, students will be able to use Game Design elements such as Easter Eggs, Mystery Boxes, and Lotteries to create fun experiences that generates surprisingly delightful moments upon every Win-State.
In this Lecture, students will learn about Core Drive 8: Loss & Avoidance. This is the Core Drive that motivates users through the avoidance of undesirable results or the fear of missing out.
After the Lecture, students will be able to implement Loss and Penalty designs to motivate urgent behaviors, while not overwhelming the user with anxiety.
In this Lecture, students will understand the pros and cons of White Hat Motivation and Black Hat Motivation.
After the Lecture, students will be able to transition between White Hat and Black Hat designs in order to create short-term urgency as well as longterm engagement.
In this Lecture, students will understand the pros and cons of Left Brain (Extrinsic) Motivations as well as Right Brain (Intrinsic) Motivations. Note: left and right are not geographical but merely symbolical.
After the Lecture, students will be able to use Extrinsic Motivation to attract users into an experience, while making the experience inherently rewarding by applying Intrinsic Motivation Core Drives to the picture.
In this Lecture, students will learn how to apply Octalysis to other behavioral and gameful theories out there, including Flow Theory, 4Keys2Fun, Bartle's 4 Player Types, and the Self Determination Theory.
After the Lecture, students will be able to understand any other framework in the market that attempts to describe human behavior, and be able to understand the context of each component through the 8 Core Drives.
In this Lecture, students will learn about how to use the Octalysis Framework to analyze and improve any experience or products in the marketplace. Waze is used as a case study.
After this Lecture, students will be able to analyze any experience in the market and not only identify what Core Drives are creating certain behaviors, but be able to brainstorm and design new ways to enhance the experience.
In this Lecture, students will learn how to build a new experience from scratch utilizing the Strategy Dashboard of Octalysis.
After this Lecture, students will be able to design a project from scratch by defining the components of the Strategy Dashboard: Business Metrics (Game Objective), User Types (Players), Desired Actions (Win- States), Feedback Mechanics (Triggers), Incentives (Rewards)
In this Lecture, Yu-kai shares the design process behind his own project Octalysis Prime, including defining the Strategy Dashboard, 8 Core Drives Brainstorming, and streamlining the experience.
After this Lecture, students will be able to concretely understand how to apply all the lessons learned from this course into a specific project and create a great gamified experience.
Congratulations! You have learned the knowledge of Level I Octalysis Gamification. In this Lecture, students will learn about ways to continue the journey and make the world a better place through this new found Behavioral/Gameful Design knowledge.
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.