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Librarygame Evaluating gamification as a means of increasing customer engagement

Librarygame Evaluating gamification as a means of increasing customer engagement. Dr Kay Munro College Librarian University of Glasgow. Ciaran Talbot Library Systems University of Manchester. The University of Manchester . The University of Glasgow.

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Librarygame Evaluating gamification as a means of increasing customer engagement

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  1. LibrarygameEvaluating gamification as a means of increasing customer engagement Dr Kay MunroCollege Librarian University of Glasgow Ciaran TalbotLibrary Systems University of Manchester

  2. The University of Manchester

  3. The University of Glasgow Phillip Capper: http://www.flickr.com/people/42033648@N00

  4. Librarygame • Librarygame? • Why we’re interested • Project so far • What next

  5. Librarygame

  6. Joint project with University of Manchester Library Running In The Halls working with software developers - Running in the Halls

  7. Librarygame means points, badges and awards! The Librarygame software aims to provide a user interface that gives students a more social, enjoyable, motivating, and engaging experiencing. Users will get points, badges and awards for entering the library, borrowing and returning books and using e-resources as well as additional social learning rewards, such as leaving reviews on items borrowed.

  8. what is gamification? It’s about adding elements of games to non-game activities & situations • points • badges, achievements, rewards • challenges, leaderboards, competition Makes the task more fun and more social because you can share all this information with friends & classmates

  9. why gamification – what does the research tell us? Gamification programs can lead to the increase in the use of a service and change behaviour (Zichermann & Cunningham, 2011). Gamification in the library sector specifically, suggests that if users have a positive and meaningful game-based experience that is closely connected to the underlying non-game setting (the library) then it will result in longer-term & deeper engagement between participants, non-game activities & supporting organizations (Nicholson, 2012).

  10. why are we interested? Data from the JISC funded Library Impact Data Project at the University of Huddersfield seems to have established a correlation between library usage and student attainment. Data captured from our LMS shows that there are a small, but significant number of students, who appear to have no / very little engagement with the Library. Our aim for Librarygameis to use as a tool to encourage new students to become (and remain) actively engaged with the Library. We also wish to investigate the potential of Librarygameor particular elements of Librarygameas a tool for existing students.

  11. why are we interested? • Feedback from Eureka! Student Innovation Challenge • Providing a sharing platform, tapping into the ‘Learning Black Market’ • Serendipitous resource discovery and increased breadth of reading

  12. To manage the implementation of Librarygameas a full service, including desktop and mobile versions, at the University of Glasgow Library (and Manchester!) from 2014/15 academic session. To evaluate the effectiveness of Librarygame- to measure its impact as a tool to encourage students to become active users of the Library by engaging them in the activities we know are linked to academic achievement. project aims

  13. Critical Success Factors • Effective engagement with stakeholders to ensure the project meets the needs of all key stakeholders. • The key success factor will be the full implementation of Librarygameas a service (both desktop and mobile versions) from the beginning of the 2014-15 academic session • To evaluate the effectiveness of Librarygamesoftware project aims

  14. In October 2013 we ran focus groups to get feedback on the concept & on specifics of look, feel and terminology used in the product. Three focus groups of UG students from three distinct groups: • Level 1 students (Freshers) • Level 3/4 students who use Library regularly • Level 3/4 students who don’t use the Library regularly from wireframes to product: getting initial user feedback

  15. initial feedback – what did we learn? Freshers loved it! Loved the concept Loved the look Understood the terminology Loved the challenges & badges Would use it Levels 3 / 4 students Not quite so enthusiastic Not so sure about the badges & points Liked & would use the sharing elements : Book Review / Rating etc.

  16. initial feedback – what did we learn? • It’s all in the name • Librarygame • Positive towards sharing • Careful about privacy • Librarygame • BookedIn

  17. getting started with Librarygame

  18. signing up

  19. privacy settings

  20. what does Librarygametrack?

  21. bookshelf Librarytree also provides a visual record of the items you borrow / view – this is a screenshot of my bookshelf

  22. rewards - reviewing, rating and recommending

  23. challenges & badges

  24. test, test & test again Since the software was installed on our servers and linked to our systems we have run two tests to check stability & reliability of the services & run one focus group with gaming students The two tests highlighted issues with platform stability and re-current errors which had to be addressed before being able to launch the beta version to our whole user community

  25. next steps? • beta version now live & we are beginning to gather information and feedback from real students about the service • e-resource integration using RAPTOR data – summer 2014 • launch of the mobile app – summer 2014 • launch a full service in Sept 2014…

  26. Manchester student feedback • “I can see the library that I've been to--amazing!” • “Found the article I was looking for, downloaded it, went back to see the result on BookedIn but nothing shows.”

  27. how does it work? Access control system Recent events for user Y? User Y entered Library Polling Recent events for user Y? Y checked out ‘Perl for Dummies’ Library Management System Integration server API Recent events for user Y? Y accessed a Dawson ebook Librarygame server Shibboleth/EZProxy server

  28. the e-resource capture challenge If you use EZProxy/Shibboleth: E-resource provider Shibboleth authentication Librarygame server

  29. the e-resource capture challenge But if you don’t…: University of Manchester IP range = 130.88.xx.xx Therefore no authentication required E-resource provider User IP 130.88.123.456 ? Librarygame server

  30. launch & evaluation of service • Launch a full service in Sept 2014 • Main focus on new 1st year undergraduates • Marketing campaign during freshers week to recruit • Marketing campaign aimed at continuing students with a focus on specific features of the service.

  31. let the World know?

  32. decision by committee

  33. decision by committee

  34. launch & evaluation of service • Monitor the use of Librarygameand evaluate the impact of Librarygame on user behaviour • Work to a set of agreed measurements with the University of Manchester Library & RiTH • Collect regular data from Librarygameand from our LMS and other available datasets to compare Libarygame users and non-users • Gather regular user opinion

  35. launch & evaluation of service ?

  36. Lingering gold

  37. Thanks Kay Munro University of Glasgow Library kay.munro@glasgow.ac.uk @kayjmunro Ciaran Talbot University of Manchester ciaran.talbot@manchester.ac.uk @ciaran_talbot

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