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Developing theConditions forBetter Compulsion Loops in New Product Development

Mark A Hart, NPDP

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Objective

More of the effective activity in new product development

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Outline• Gamification

• Core compulsion loops

• Conditions for better compulsion loops in new product development

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Game Thinking and Game Mechanics

Fun4

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Characteristics of great games

• You are not forced to play

• Allows learning

• Outcome is uncertain

• Rules are understood

• Virtual worlds

• Understandable goals

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John Earner

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Gamification

Gamification is the use of game thinking and game mechanics in a non-game context in order to engage users and solve problems

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Wikipedia

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Game Mechanics

Constructs of rules intended to produce a game

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Stephanie Morgan

• Scores and points

• Badges and rewards

• Avatars

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Gamification

Concepts of gamification are frequently misinterpreted

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Core Compulsion Loop

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Essential ingredient that makes a game fun

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Compulsion• The state of being forced• A difficult to resist urge to

behave in a certain way

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Primary Compulsion Loop

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Layered Compulsion Loops

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primaryprimary

secondarysecondarysecondarysecondary

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Compulsion Loop

A properly functioning primary compulsion loop is a virtuous circle that keeps players engaged

A properly functioning primary compulsion loop is a virtuous circle that keeps players engaged

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Common Gamification Approaches in NPD

• Document explicit processes

• Compliance enforcement

• Financial incentives related to salaries and bonuses of individual contributors

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Subtle Gamification Approaches in Scrum

• Story points

• Burn down charts

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Generalized Version of a Compulsion Loop for NPD Environments

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Drive

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Dan Pink

• Autonomy - ability of a person to make their own decisions

• Mastery - proficient with tools and techniques

• Purpose - why

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Purpose

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• Personal

• Product

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Purpose

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• Develops from interactions• Emerges

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Developing Conditions for Better Compulsion Loops

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The concepts of autonomy, mastery, and purpose may provide a starting point Text

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Compulsion Loops

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• Can not be developed instantaneously

• Requires more that an aspiration• Requires more than posting

motivational graphicsText

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Compulsion Loops

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• Requires the appropriate supporting environment

• Theory• Practice

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Autonomy

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• Developed over time• Role dependent• Requires new knowledge• Evolves and adaptsText

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Mastery

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• Activities result in comprehensive knowledge and accomplishment

• Personal skills• Network skills

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Purpose

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The role of an artist shifts to that of a ‘game developer’ who specializes in art... to create value

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Clinton Keith

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Prototyping a Better Compulsion Loop in your NPD Environment

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• Prototype the loop before you invoke a lot of technology

• Fun and technologyText

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Constraints in your NPD Environment

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• Compliance• Evolve as information emerges

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Prototype the conditions that you believe will produce a great Development Experience [DX] then use those insights to develop a better compulsion loop

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Developing theConditions forBetter Compulsion Loops in New Product Development

Mark A Hart

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www.OpLaunch.com

Twitter: @OpLaunch

July 2013