Joris Beerda tested Human-Focused Design vs Design Thinking (Which actually works?)

·42 min·4 clips

Joris Beerda reveals why design thinking fails to create experiences people return to repeatedly.

Host Rob Alvarez introduces Joris Beerda, CEO and co-founder of the Octalysis Group, a leading gamification consultancy. Joris describes his hectic schedule managing global teams across multiple time zones. He recounts a significant project failure with pharmaceutical company Takeda, where missed R&D goals led to the project's cancellation, teaching the importance of client diversity. Joris explains the Octalysis Group's remote, meritocratic culture where consultants receive about 40% of revenue based on value created. He highlights successful projects like the Porsche Motors concept for Volkswagen, which was so engaging that the project manager left Volkswagen to join Octalysis. Joris critiques design thinking and human-centered design, noting that IDEO invited Octalysis to teach them after design thinking failed at DBS Bank in Singapore. He outlines the five-step Octalysis design process, starting with defining business metrics rather than jumping to features. The process includes scoring features for motivational power and ease of implementation. Joris recommends the book "Why Everyone Else is a Hypocrite" for understanding human behavior in gamification. He identifies empathy as his superpower, honed through living in many countries. Joris discusses integrating AI into engagement design, noting that automation can reduce engagement if not designed with human agency. He invites listeners to explore Octalysis Group's case studies online and contact him directly. The episode concludes with host Rob Alvarez thanking Joris and promoting the Professor Game community.

As heard by us

A focused look at why repeat engagement often needs a sharper motivation lens than design thinking alone can provide.

Professor Game Podcast examines the gap between design thinking and repeat engagement, with Rob and Joris focusing on why a design-led approach may not be enough when the real test is whether people come back.

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Want to know why design thinking can miss the return visit?

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