682 - Gamification Cautions; Learning at Facebook, Starbucks & Southwest Airlines

Learning TRENDS by Elliott Masie - September 6, 2011.
#682 - Updates on Learning, Business & Technology.
55,449 Readers - http://www.masie.com - The MASIE Center.
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1. Gamification Caution - Mechanics Aren’t Design!
2. Learning at Facebook, Southwest Airlines & Starbucks.

1. Gamification Caution - Mechanics Aren’t Design! One of the “hot” buzz words these days in Learning circles is “Gamification”  The idea, which on the surface is compelling, is to apply the elements of game theory and game design to a learning activity, like earning badges or getting virtual awards, in order to increase learner engagement and influence behavior. 

While I have been a long-time fan and proponent of Serious Gaming for Learning - the application of game design to learning design - the world of “Gamification” is more heavily focused on game mechanics, where one would simply add “a game layer” and get results. For example, take a compliance eLearning course and add one or more of the following game mechanics: score ratings, leaderboards, virtual badges or even real gifts. While it may alter behavior, it could just as easily either trivialize or backfire. The problem is not about applying the powerful world of gaming and competition: it is about the oversimplification, in my opinion, of the design process. It will take way more design and organizational change to introduce these elements into the organization than simply linking to a vendor for gaming badges or virtual prizes.

There is a parallel in the world of gaming in classroom training. We have all been in a seminar where the leader announces that we are going to start with an “Ice Breaker Game”. These might work or they might truly evoke a large groan from the audience. If they are designed right - with the experience and focus of the audience at top of mind - an ice breaker might really get a group learning process started.  But, more often than not, they are seen as a “cute” ritual, which many hope will just be over so they can dive into the content of the program. Games in the classroom are more complex than just picking a “Game Idea Card” and adding it to the agenda.

Let’s collectively explore how we can leverage new technology, social media and evolving designs to increase engagement and support performance and learning. Elements of game design are key, as will be apps and technologies that allow for lower cost deployment. But, don’t jump on the bandwagon thinking that you can take an unvisited SharePoint site and turn it into a highly valued Knowledge Village by dispensing Gamification tokens to users. For every quickly deployed Gamification for learning program, there will be a dozen ways in which learners can game the game to get around the system.  One colleague showed me a macro deployed in an organization to add short, automated comments to collaborative spaces in order to get higher Gamification scores and badges. Gaming Design is a great opportunity space for learning, but let’s not just roll with the hype and forget the critical role of design, experimentation and organizational change!

2. Learning at Facebook, Southwest Airlines & Starbucks: Ever wonder how Facebook uses social elements for Learning? How does Intel put Learning “inside” @ Intel? Does Learning @ Southwest Airlines take a very different route? Or, is a café culture embedded into Learning @ Starbucks?

At Learning 2011, we are asking 12 major “brand name” organizations to provide you with an up-close and deep overview of Learning @ Their Organization:

- Learning @ Facebook.
- Learning @ Farmers.
- Learning @ Intel.
- Learning @ Humana.
- Learning @ MetLife.
- Learning @ SC Johnson.
- Learning @ Southwest Airlines.
- Learning @ Starbucks.
- Learning @ Hospital Corporation of America.
- Learning @ The U.S. Senate.
- Learning @ Wendy’s.
- Learning @ Xerox.

In the mix of over 220 choices at the event, the “Learning @” sessions will be intriguing ways to take a look at how a well-known organization approaches learning: each in a different and distinct fashion.

We have asked Learning Leaders from each of these organizations to provide an overview of learning as well as focus on a key change, transformation or alignment to their corporate strategy. For example, how does Facebook leverage its social and agile culture as part of their learning strategy?

Check out my Design Decisions Blog for Learning 2011 for more details: http://tinyurl.com/3zwj87s -

Yours in Learning,

Elliott Masie.
email: emasie@masie.com

MASIE Center Seminars, Events and Services:
* Learning 2011 - Nov 6 to 9, 2011 - Orlando, Florida.
* Membership in The Learning CONSORTIUM
Info and Registration: http://www.masie.com