One of the highlights from ProductCon 22 in New York was a talk by Penny Ann Szeto, Amazon’s Head of Product, sharing her insights on gamifying your product career. Her talk was not only engaging but also packed with practical advice for anyone looking to level up in their career.
Key Takeaways
- The gaming industry is massive and diverse, appealing to a wide audience.
- Gamification is about understanding motivations, not just adding game mechanics.
- Your career can be viewed as a game where you define your mission and quests.
- Collaboration and teamwork can enhance your career journey.
The Changing Face Of Gaming
Penny kicked off her talk by discussing the evolution of the gaming industry. Gone are the days when gamers were stereotyped as socially awkward kids. Today, the gaming landscape is booming, projected to reach a staggering $200 billion by the end of the year. With 3.2 billion players worldwide, gaming has become a mainstream activity enjoyed by people of all ages and backgrounds. In fact, about 50% of gamers are female, and the median age of a gamer is 34 years old. This shift highlights that anyone can be a gamer, and it’s now a badge of pride.
Understanding Gamification
Next, Penny delved into gamification—the application of game design elements in non-game contexts to boost engagement. She explained that it’s not just about slapping on some game mechanics; it’s about understanding what drives people. Penny introduced Yukai Chou’s Octalysis Framework, which outlines eight core human motivations:
- Epic Meaning: The desire to do something bigger than oneself.
- Accomplishment: The need for mastery and progression.
- Empowerment: Feeling in control and creative.
- Ownership: The urge to collect and own things.
- Social Influence: How others affect our actions.
- Scarcity: Wanting what is limited or out of reach.
- Unpredictability: The excitement of the unknown.
- Avoidance: The desire to steer clear of negative outcomes.
Penny emphasized that successful gamification starts with understanding these motivations before applying any mechanics. For instance, if you want to enhance ownership, consider using virtual goods or collectibles in your product.
Real-World Examples Of Gamification
Penny shared some real-world examples of gamification in action:
- Duolingo: This language-learning app uses feedback loops, achievement tracking, and leaderboards to keep users engaged. You get immediate feedback after lessons, which helps maintain motivation.
- Amazon’s Film Tool: Employees earn badges for completing training or achieving milestones, tapping into the desire for accomplishment and ownership. It’s a fun way to encourage engagement and recognition within the company.
Applying Gamification To Your Career
So, how can you apply these concepts to your own career? Penny outlined a four-step approach:
- Define Your Epic Mission: Identify what drives you and what you want to achieve in your career. This mission should be bigger than just personal gain.
- Map Out Levels And Quests: Just like in RPGs, outline the levels you want to achieve and the quests (tasks) needed to get there. For example, to move from a product manager to a thought leader, you might need to publish research or speak at conferences.
- Assess Your Stats: Keep track of your skills and progress. Use a rubric to evaluate where you stand and what you need to improve.
- Play Co-op: Collaborate with others. Find mentors, join groups, and participate in meetups. Working with others can amplify your skills and help you achieve more.
Conclusion
Penny wrapped up her talk with a reminder that your career is your game. You are the main character, and it’s up to you to define your mission, track your progress, and collaborate with others. The gaming industry offers valuable lessons that can be applied to personal and professional growth. So, embrace your inner gamer and start leveling up your career today!