Gamifying your UX

Brought to you by The User Experience Group

This event will explore how adding gameplay elements into the design of a product or digital experience can increase user engagement with that product or service.

Registration for this event is now closed.

About the event

ARU Combined

REACTOR is a project led by Anglia Ruskin University and part funded by the European Regional Development Fund.

Through a variety of case studies and talks, this event will explore how adding gameplay elements into the design of a product or digital experience can increase user engagement with that product or service.  In an interactive session, Pete Jenkins from Gamification+ will explore how the psychology behind games can be used to motivate people.  We will be joined by three speakers from SME’s from REACTOR’s network who will share their stories. The event will conclude with a panel discussion followed by networking.

REACTOR is a regional development project led by Anglia Ruskin University and co-funded by the European Regional Development Fund.  The project’s aim is to support small and medium sized enterprises find new ways to use games to innovate products and services that improve the human experience.  REACTOR helps businesses grow by providing grants, access to gaming software and technology in their Incubator Space and providing valuable expertise through their unique network of businesses, games developers and designers.

*As this is a collaborative event, your registration data will be shared with ARU Reactor purely for the purpose of event logistics. View ARU Privicy Policy.

You can follow @CambWireless on Twitter and tweet about this event using #CWREACTORUX.

In collaboration with Anglia Ruskin University

ARU is an innovative global university with students from 185 countries coming to study with us. We are one of the top 40 universities in the UK.

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The information supplied below may be subject to change before the event.


Registration and networking


Introduction to CW


Introduction to UX SIG from Dr Allan MacLean, Amdeo


Welcome from event supporter, Dr Jan Storgårds, REACTOR Project Director, ARU/Reactor


How Gamification can inspire and engage us; Pete Jenkins, Gamification+

In this engaging and interactive session, Pete Jenkins, Founder of Gamification+, will help us understand how to use the psychology behind games to motivate people. Learn what gamification is, experience how it works and why it is proving so useful to business.




REACTOR SME Case Study 1 | YoYo Let’s Go; Lorraine Turner, Founder, YoYo Let’s Go!

Lorraine will speak about how she was inspired to create a city based family tourism application, which utilises gamification to engage all members of the family to explore new cities with support from REACTOR.




REACTOR SME Case Study 2 | Playphysio; Will Jackson, Founder, Playphysio

Playphysio have developed a gamified solution to improve the lives of Cystic Fibrosis sufferers and their families. In this session, Will discusses why he started Playphysio and how REACTOR has supported him in the process.




REACTOR SME Case Study 3 | DICE ERM LTD; Sarah Trude, Founder, DICE ERM LTD

Personal safety is a major concern and something we all need to address, both for ourselves and for our personal and work families. @TheDICEApp is a gamified application which helps keep you safe while you are out and about meeting new people. Sarah will describe how she developed her idea, their unusual 'think big' sales profile and how REACTOR supported the ongoing development of the live application.




Panel session with all speakers chaired by Rachel Judson, ARU Reactor




Event closes


Will Jackson - Founder, Playphysio

Will Jackson founded Playphysio to provide relief from the burden of care, for thousands of families in the UK and beyond that experience a lifetime of stress and negative psychology caused by the lengthy, complex and boring treatments required to manage chronic respiratory conditions.

Will was inspired to found Playphysio as a result of his daughters daily struggle to complete her twice daily respiratory physiotherapy. He realised that if his daughter regarded the experience of treatment as fun, she would be far more likely to comply. As a parent of a child with a chronic disease, and with his background in product design, interaction design and gamification he firmly believes gamification is the solution to compliance with medical treatment.

Playphysio develops medical device hardware and software to monitor patients performance. Playphysio mobile games and online tracking allows children to forget that they are even doing boring treatment! Familiies throughout the east of England are currently trialling Playphysio under the guidance of Addenbrookes Hospital.

Will is supported by Cambridge Social Ventures at Judge Business School, the Packard Foundation, Playphysio has been awarded funding from the CF Trust, Comic Relief and UnLtd. He is actively seeking new development partners and funding opportunities.

Pete Jenkins - Founder, Gamification+

Pete Jenkins is an international speaker, adviser and trainer in Gamification. Pete took the number one spot on the "Gamification Gurus Power 100" in February 2016. Pete founded his company GAMIFICATION+ LTD in 2000. He has since advised and trained companies of all sizes, both in the UK and internationally, on the use of Gamification. Gamification+ won the Board of Trade Award from the Department of International Trade in January 2019. Pete is in his 11th year as Entrepreneur in Residence at the University of Brighton. He lectures on gamification and entrepreneurship at undergraduate and post-graduate levels. He also guest lectures on Gamification at King’s College London and ESCP Europe. Pete is Chair and Organiser of Gamification Europe, an annual conference for Gamification practitioners. The next conference is in November 2019 in Berlin. Pete is also Practice Director, Gamification at Intelestream Inc. in Chicago, USA.  A strategic advisory company in the CRM space. Intelestream Inc. is a Chicago based Customer Relationship Management (CRM) product development and consulting firm and recently launched Splash a gamified onboarding and goal setting app for SugarCRM. Over the past 18 years Pete has built and sold two businesses. One was in security software and the more recent one was a telecoms and internet connectivity business. He is also an Ambassador for Brighton & Hove Chamber of Commerce.

Sarah Trude - Founder, DICE ERM LTD

Sarah started her career in the legal sector but has spent time in retail, project management, sales and marketing. She has worked at Director level and held Board and P&L responsibilities for several businesses. She is a tenacious problem solver, a focused strategist and a bit of an ideas box.

Sarah has had many notable career moments but the most relevant focus around previous App developments. She has been involved in multiple App projects; the most memorable involving the use of a Virtual Reality rollercoaster and Google Cardboard way back in 2015 when the technology was still highly innovative. That launch day involved a lot of swaying and a few green faces!

Sarah is the sole inventor of the DICE App - @TheDICEApp #DICESafety

Lorraine Turner - Founder, YoYo Let’s Go Ltd

Lorraine's background is in project management and business analysis across Europe in software implementation within travel and financial services. Since becoming a parent and teaching in primary schools, Lorraine realised the need for good quality, engaging tourism guides for families to make the best of city visits, and the YoYo Let’s Go! concept was created - supported by Anglia Ruskin University’s REACTOR programme & Innovate2Succeed. Lorraine has delivered workshops to Coventry University & Anglia Ruskin University's MBA, and Tourism & Events courses, and was nominated as finalist in the Institute of Export’s 2019 Action Plan competition.

SIG Champions

Marine Barbaroux - Head of Design, Geckoboard

Marine is a product and UX designer in Cambridge and has been in and around the design field for more than 20 years. With an education in product design and graphic art, she joined the world of software for a good number of years. Currently, she works at Geckoboard. She's designed a number of products and managed UX teams both in France and in the UK, mentored at Springboard (now TechStar London), and recruited a fair number of whatever-the-flavour-of-the-month-is-UX-o-tronologists you can think of... For her, design is about problem-solving more than anything. The role of a designer is to come up with novel concepts where required, but also make sure those are realistic and achievable. Cooperation is key. In her spare time, she works with acrylics, Photoshop and Illustrator to keep the creative juices flowing!

Allan MacLean - Director, Amdeo

Amdeo specialises in the development and exploitation of high tech innovations. Amdeo principal, Allan MacLean, has worked in research and management roles at the leading edge of Information and Communication Technologies for over 25 years. He was a founder member of Xerox's European Research Centre in the 80's and was a major contributor to building it into one of the world's leading centres of expertise in the user centred design of innovative technologies. In 2002, he co-founded Image Semantics, which he helped lead to become a global provider of innovative mobile applications and services. Allan has frequently advised on funding programmes in the UK, Europe and North America to help improve the fit between technologies and human needs and improve the exploitation of government funded research.

Leo Poll - Director, Keen Design

Technically everything is possible, making it work for people is where the real challenges are. Addressing these challenges from an end-user perspective in a way that makes business sense is what drives Leo. With more than 20 years of experience in Innovation driven Experience Research and Design he is able to bring an ability of strong lateral thinking combined with broad domain knowledge of applications/markets and technical enablers. Previous to his role at Akendi, Leo worked for the mobile phone division of Philips in Le Mans, France, managed numerous international projects whilst employed by Philips Electronics UK, was a member of the global 'Connectivity Programme' board of Philips Research, (Co-)founded Ryppel Ltd, Eversfield Innovation Ltd, Galileo Software Adviesbureau v.o.f.

Event Location

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Location info

The Bradfield Centre

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