People always like listening to stories and love brands which puts human to the centre.
Human beings have been in the cycle of business and management over the years. The trace of management theory grounds the 1700s but the significant improvements have begun with the 20th century. Thanks to 20th century theorists, we now understood the major part of our managerial practice: ‘How the work can be done in the best way?’ by examining the workflows and individuals behaviour in business life. As one of those theorists, Frederick Winslow Taylor described work in his book ‘Scientific Management’ as “Several simple actions which consist routine and need some motivation.”
The magic word: Intrinsic Motivation
According to Taylor, employees should be rewarded by employers for their growing efficiency rather than being punished for small mistakes. The time when people trapped in a motivational way besides reward and punishing system, a third need arose which is intrinsic motivation. The meaning of intrinsic motivation can be summarized asengaging in behaviour because of self rewarding not for an external reward. In other words, the motivations that arise within the individual because it satisfies the person naturally.
Human-centred approaches such as intrinsic motivation and gamification, increase the flow of users by increasing their loyalty, and long standing experiences rather than extrinsic motivation.When people are intrinsically motivated, they act not for prizes but for a sublime purpose, fun and challenge.
Before starting to create ideas and setting the rewards, we need to focus on spending some time to gamification in the system to find the most suitable approach. Human-centric design constructs the base of every gamification projects to understand the effects of the project to humankind. Human-centric approach became popular at the beginning of the 2010s, a model that acknowledges people more closely and customizing this experience. In July 2010, a group of kids trapped in a cave because of the increased water level. To rescue those kids, Elon Musk designed a little submarine and sent them. Even though it has great technological advancements, Musk’s submarine was not capable of rescuing those kids, because it wasn’t designed in a human-centric approach which the rescue team found it useless. It can interpret that human centred design is not using the latest technology but designing according to human beings.
The Cornerstone of Human Centred Design: Persona Research
The human centred design optimizes emotions, motivations and commitment as well as designing the functions of the entire system. For this reason, the persona is very important for human or user experience centred projects. Persona not only consists of the demographic structure of individuals but also evaluates their motivation.
The process of human centred persona projects consists of four parts. In the first part, it will be very useful looking at the personal information and daily habits, in the second part the business process, the problems and needs, in the third part the motivation resources and in the last part the participant’s player type.
Do you know what do these Persona researches reveal? Of course storytelling and gamification! In the game flow, players are much more motivated when a story is set up. It’s good to understand how your players will come to play when using gamification in the business world. In order to identify the type of player, it is a dramatization of the outer section where you’ll see the person in the study. It is rare to see the identification of the player type in non-gamification persona researches.
It is assumed that there are six basic main player types in a game set up in a general sense which is portrayed as Explorers, Socialiser, Free Spirits, Philanthropist, Players, Disruptors according to Andrzej Marczewski. The fiction of the game and “rewards” should be planned in accordance with the responses received by a targeted audience. It began to develop itself in the light of given feedbacks.