Implementation Model for the Gamification of Business Processes: A Study from the Field of Material Handling
Gamification, as opposed to serious gaming, focuses on the integration of certain elements and mechanics from the field of gaming and game design into an existing (nongaming) environment. Typical game design models do not meet the requirements of implemen
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Abstract Gamification, as opposed to serious gaming, focuses on the integration of certain elements and mechanics from the field of gaming and game design into an existing (nongaming) environment. Typical game design models do not meet the requirements of implementing a gamification application in total because they focus on the development of a holistic game. An implementation model for the gamification of business processes should focus on the integration of game elements and mechanics into an existing work context instead. An implementation model was designed to fulfill these demands and will be presented in this paper. The so-called GameLog Model can be divided into three major phases: the analysis and exploration phase, the design and realization phase, and the evaluation and reflection phase. Within the analysis and exploration phase, the context that should be gamified is described on a granular level to find integration points for the game elements that do not change the process. In the design and realization phase, the gamification application is developed and implemented in the nongaming context. During the evaluation and reflection phase, the success of the application, as well as the acceptance of the employees, is measured. Results lead to a possible redesign. The model was evaluated by designing and testing a gamification application for the field of material handling. The gamification prototype was created for the process of manual order picking. Significant results could be achieved in fostering motivation and improving performance among workers in this process. Hence, the introduced model does work to successfully implement a gamification application into a business process. Gamification can also be seen as a useful approach to foster motivation and increase the performance of employees.
M. Klevers (*) • W.A. G€unthner Institute for Materials Handling, Material Flow and Logistics, Technische Universita¨t M€unchen, Munich, Germany e-mail: [email protected]; [email protected] M. Sailer Empirical Education and Educational Psychology, Ludwig-Maximilians-Universita¨t M€unchen, Munich, Germany e-mail: [email protected] © Springer Science+Business Media Singapore 2016 T. Kaneda et al. (eds.), Simulation and Gaming in the Network Society, Translational Systems Sciences 9, DOI 10.1007/978-981-10-0575-6_14
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1 Gamification Gamification is an approach to foster motivation, engagement, learning, or problem-solving activities in nongaming, real-world contexts (Kapp 2012). The concept originally derives from marketing and has been applied in context areas to motivate employees, engage customers, or change specific behaviors (Werbach and Hunter 2012). The basic idea of gamification is to apply game design elements in the abovementioned nongaming contexts (Deterding et al. 2011). Exemplary game elements are points, badges, leaderboards, or levels (cf. Kapp 2012; Werbach and Hunter 2012). It is expected that these elements from games, which are normally meant to entertain
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