Learning & Education
PERSONALIZED GAMEFUL DESIGN
Monday 23rd NOVEMBER
14:25 – 14:45
Several research studies have been showing that personalized gameful solutions can lead to higher engagement and performance. However, personalized gameful design faces two challenges: deciding how to select game elements and activities that are appealing to different users, and deciding how to adapt the experience to each user. In this talk, Gustavo reports on the latest research and his own experience designing personalized gameful solutions. To solve the first challenge (design), he will show how to use the classification of gameful design elements, the gameful design heuristics, and the user types models to create solutions that are appealing to different users. For the second challenge (adaptation), he will discuss strategies for customization (letting the user adjust their experience at will) or personalization (having the system automatically learn about the user and make adjustments).
About Gustavo Tondello
Gustavo Tondello is a co-founder, gamification consultant, and researcher at MotiviUX and a Computer Science instructor at the University of Waterloo. With a Ph.D. in Human-Computer Interaction, Gustavo developed and published several methods and tools for personalized gameful design.
WATCH HIS TALK HERE:
Interview with Gustavo Tondello about his Gamification Europe 2020 talk
Dr. Gustavo F. Tondello, Ph.D. – Biography
- Software Engineer at Google
Gustavo designs and builds intuitive digital tools used by millions, with a strong focus on user-centric design and engineering excellence.
- Ph.D. in Human-Computer Interaction (HCI)
His doctoral research focused on gamification science, exploring how gameful design can enhance motivation and engagement in digital systems. His Ph.D. thesis: Dynamic Personalization of Gameful Interactive Systems - Research affiliations include:
- Games Institute
- HCI Games Group
- IMMERSe
- Supported by:
- CNPq (Brazil)
- NSERC (Canada)
- Mitacs
- University of Waterloo
- Over 20 years of engineering experience, including leadership roles in major tech projects.
- Combines deep technical expertise with a passion for human-centered design.
- Mission: Help people organize their lives, boost learning, and thrive through gameful design.
- Philosophy: Rejects rigid productivity systems in favor of playful, engaging approaches.
- Values:
- Scientific research
- Engineering excellence
- Conscious personal growth (inspired by Logosophy)
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