WEEK 8 — DIGITAL TRANSFORMATION

Week 8: Immersive Technologies

Agenda

  1. 1Immersive Technologies — AR, VR
  2. 2Gamification
  3. 3Business Cases
  4. 4Ethical Concerns
Dr. Davood WadiDigital Transformation
A person in profile and an airplane silhouette on cream, an arrow, and a framed screen holding the same airplane alongside three rising gamification steps topped with a red trophy

CHAPTER 01

Immersive Technologies

QUESTION

Question

  • Think of becoming a pilot.
  • Why is it deemed a difficult task? Why are there more people with driver's license than with pilot's license?
  • “It takes 10,000 hours to become proficient with flying.”
  • What solutions do we have to this problem?
On the left, four people beside a car silhouette for a driver's license versus one person and a 10,000-hour requirement beside an airplane for a pilot's license; on the right, an interactive slider (currently 50% simulator share, 5,000 simulator hours and 5,000 aircraft hours) shifts training from a physical aircraft into a framed flight-simulator screenDriver's vs. Pilot's LicenseDriver's licensePilot's license10,000 hoursSolution: Flight SimulatorSIMULATED5,000 hrs air5,000 hrs simReal-flight cost & risk58% of all-aircraft50% simulatorSimulator share

CORE CONCEPT

Immersive technologies

Immersive technologies: a group of digital tools and techniques that create or enhance user experiences

simulating realistic environments,

A physical airplane silhouette on cream, an arrow, and a framed screen simulating the same airplane environment in red

interacting with virtual elements,

A person in profile exchanging two-way arrows with a framed screen showing a hand manipulating a red virtual cube

blending digital content with the physical world.

A person looking through a framed screen holding a red virtual cube, blended onto a physical shop in the real world

IMMERSIVE TECHNOLOGIES

Virtual Reality (VR) and Augmented Reality (AR)

1. Virtual Reality (VR)

  • using headsets to create a fully computer-generated environment that users can interact with.
  • In VR, users are completely immersed in a virtual world, typically experienced through visual and auditory stimuli, and sometimes through haptic feedback.
A person wearing a red VR headset visor immersed in a framed computer-generated screen with visual (eye), auditory (speaker), and haptic (hand) stimuli

Research three VR hardware. Find what their use cases are. Write the information down and share it with the class.

2. Augmented Reality (AR)

  • AR overlays digital information or objects onto the real world,
  • enhancing the perception of the surroundings.
  • Users can view AR content through devices like smartphones, tablets, or AR glasses,
  • allowing for interaction with both virtual and physical elements.
A person viewing a red digital cube on a framed screen that overlays onto a physical shop in the real world

Research three AR hardware. Find what their use cases are. Write the information down and share it with the class.

Exercise · Sort into groups

Sort each real-world scenario into Virtual Reality (VR) or Augmented Reality (AR).

      Tap a card, then tap the group it belongs to.

      CHAPTER 02

      Gamification

      BEHAVIORAL DESIGN

      Gamification

      • Gamification is the application of game-design elements, principles, and mechanics in non-game contexts
      • engage and motivate individuals to achieve specific goals, enhance user experience, and drive behavior.
      • to leverage humans' natural tendencies toward play, achievement, and social interaction,
      • making tasks feel more enjoyable and rewarding.

      Why are people more willing to swipe their phone than sweep their floor?

      Two panels comparing Sweep on the left (a person with a broom on plain cream) and Swipe on the right (a person facing a framed screen delivering play via a game controller, achievement via a trophy, and social interaction via three people in red)SweepSwipe

      MECHANICS

      Elements of Gamification

      Five stacked gamification steps with small screens: 1. Points, 2. Badges, 3. Leaderboards, 4. Challenges and Quests, and 5. Levels and Progression; 1. Points is highlighted in red+1001. Points2. Badges3. Leader-boards4. Challenges& quests5. Levels &progression

      1. Points: Users earn points for completing tasks, achieving milestones, or participating in activities. Points serve as a measurable form of progress and achievement.

      Exercise · Match up

      Match each core gamification element with how it operates in a workplace sustainability program.

      Gamification Element

      Workplace Sustainability Example

      Tap a term, then the example it goes with.

      PROGRESSION DESIGN

      Progress Bar and Group Question

      What is the difference between these two progress bars in terms of design?

      A framed screen comparing two 5-step progress bars at Step 2 of 5: the top bar has milestone circles that grow larger from step 1 to step 5, while the bottom bar has five milestone circles of identical size; a draggable slider below steps from 1 to 5345345MilestoneStep 2 of 5

      Think about your MBA program.

      Does the two-year completion timelime provide enough progression to give you a sense of progression?

      Provide a proposal that would enhance the sense of progression for the students.

      PITFALLS

      Challenges of Gamification:

      Overjustification Effect

      • Relying too heavily on extrinsic rewards can undermine intrinsic motivation, leading users to only engage in activities for the rewards rather than for personal growth or enjoyment.
      • e.g., when you finish a game you tend to enjoy the game world less.
      Interactive overjustification effect plate (SIMULATED): as extrinsic rewards reliance is dragged to 75%, intrinsic motivation drops to 39%SIMULATEDExtrinsic rewards (75%)Intrinsic motivation (39%)Reward reliance

      Excessive Freedom

      • An open-world game with no objectives
      • Does it make the game boring?
      A player facing a framed open-world screen where a central compass sends four arrows outward into empty space with no destination or objective
      Exercise · Which one is it?

      Each scenario below illustrates one of the two key pitfalls of gamification. Identify which challenge is occurring.

      A library pays children $2 in gift vouchers for every book they finish during the summer; once the voucher campaign ends in September, the children read fewer books than they did before the program started.

      Which concept does this case show?

      CHAPTER 03

      Business Cases

      CASE STUDY

      The Case of Microsoft Flight Simulator

      1.Realistic Graphics and Simulated Environments
      2.Virtual Cockpit Experiences
      3.VR Support
      4.Dynamic Weather and Air Traffic
      5.Community and Multiplayer Features
      Motion Simulator build and test flight
      Five selectable Microsoft Flight Simulator features; 1. Realistic Graphics and Simulated Environments is highlighted in red1. Simulated environments2. Virtual cockpit3. VR support4. Weather & air traffic5. Community & multiplayer

      CASE STUDY

      Guitar Hero

      Interactive learning-curve chart (SIMULATED) comparing perceived progression over 12 months between Guitar Hero in red (high immediate progression, 74% at Month 3) and a traditional instrument in blue (flat early curve, 1% at Month 3), with a draggable month sliderPerceived progressionSIMULATEDHighLowGuitar HeroReal instrumentMonth 3: Guitar Hero 74% · Instrument 1%Month 3

      CASE STUDY

      Zombies, Run!

      Trailer

      What do you think this trailer is?

      Zombies, Run!

      Four stacked stages of Zombies, Run!: 1. Walk or run, 2. Hear your mission, 3. Collect supplies, and 4. Zombie chases! in red1. Walk or run2. Hear your mission3. Collect supplies4. Zombie chases!
      Exercise · Put it in order

      Arrange the stages of the 'Zombies, Run!' gamified running loop in the order a runner experiences them.

      Tap a step, then the number where it belongs.

      CHAPTER 04

      Ethical Concerns & Business Strategy

      ETHICAL CONCERNS

      Ethical Concerns

      • US Military has been using Xbox Controllers for controlling advanced weapons systems.
      • Why?
      On the left, a young person uses a game controller with a framed gaming screen; a red arrow points to the right, where the same person uses the same red game controller to operate two framed military screens: Air Force RADBO (crosshair) and iRobot PackBot (robot)Gaming experience (Halo)Air Force RADBOiRobot PackBot

      “For RADBO, the operators are generally a much younger audience,” an Air Force spokesman tells WIRED. “Therefore, utilizing a PlayStation or Xbox type of controller such as the FMCU seems to be a natural transition for the gaming generation.”

      “By 2006, games like Halo were dominant in the military,” Tom Phelps, then a product director at iRobot, told Business Insider in 2013 of the company’s adoption of a standard Xbox controller for its PackBot IED disposal robot. “So we worked with the military to socialize and standardize the concept … It was considered a very strong success, younger soldiers with a lot of gaming experience were able to adapt quickly.”

      Knowledge Check

      Why did the US Military and robotics makers like iRobot adopt standard PlayStation and Xbox-style controllers for systems such as RADBO and the PackBot IED disposal robot, and what ethical issue does this raise?

      BUSINESS STRATEGY

      Can Immersive Technology and Gamification Help My Business?

      Questions to ask

      1. 1.Do my users struggle with intrinsic motivation?
      2. 2.How can you induce intrinsic motivation using a story?
      3. 3.How to properly balance extrinsic vs. intrinsic motivation?
      4. 4.Is replacing the actual intrinsic motivation with the fabricated one going to hurt the person?
      Four selectable business evaluation cards for gamification: 1. Intrinsic motivation?, 2. Induce with a story, 3. Balance both, and 4. Protect the person; 1. Do my users struggle with intrinsic motivation? is highlighted in red1. Intrinsicmotivation?2. Inducewith a story3. Balanceboth4. Protectthe person
      Exercise · Match up

      Match each business diagnostic question about gamification with the product scenario that directly addresses it.

      Business Question

      Strategic Evaluation

      Tap a term, then the example it goes with.

      CONCLUSION

      Conclusion

      KEY TAKEAWAYS

      1. 1Explain Immersive Technology
      2. 2Give examples of Gamification
      3. 3Difference between intrinsic and extrinsic motivation
      4. 4Ethical concerns with gamification