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How do we get users to stay in love with our web apps / services? (20 minute #IxD11 version)
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LONG AFTER THE THRILL (Sustaining Passionate Users)
STEPHEN P. ANDERSON
Are you in a long-term relationship?
(and would you like to stay in that relationship?)
Some context…
Some context…
How do we get people to fall in love with our applications?
How do we get people to stay in love with our applications?
pointslevelsscoreboardsachievementsbadgesassignments
“Motivating consumer behavior through game mechanics”
pointslevelsscoreboardsachievementsbadgesassignments
“Motivating consumer behavior through game mechanics”human psychology
reputation & identity
variable rewardsappropriate challenges
pattern recognition
social proof
curiosity
surprisestatus
etc.feedback loops
Sustaining passionate users... Through delightful challenges.
Sustaining passionate users... Through delightful challenges.
Human beings have an inherent tendency to seek out novelty and challenges, to
extend and exercise their capacities, to explore, and to learn.
Edward Deci, psychologist
OMG - He’s so... mysterious! can’t. read.
her. mind!
<sigh> I’m in Love!
Let’s go back to the classroom...
This stuff is boring.
I’ll make the best of it. But, you’ll have to work and apply yourself to get something out of this class.
Attitude One:
This stuff is boring.
I’ll make the best of it. But, you’ll have to work and apply yourself to get something out of this class.
Attitude One: Attitude Two:
This stuff isn’t all that interesting.
But, I’ve added some activities to the content that will make this a lot more fun for everyone.
This stuff is boring.
I’ll make the best of it. But, you’ll have to work and apply yourself to get something out of this class.
Attitude One: Attitude Two:
This stuff isn’t all that interesting.
But, I’ve added some activities to the content that will make this a lot more fun for everyone.
“Apply Yourse
lf”
“Sugar Coating”
GAMIFICATION?
A thing
At itʼs core the idea is something like this…
WHY ARE WE ADDING GAME MECHANICS TO THE REAL THING?
Add game mechanics
The thing now has a new layer of fun
it didnʼt before.
People are more likely to engage with that thing
This explanation is from Matthewʼs Guyʼs presentation FreeForm: Reality InvadersCheck it out: http://www.slideshare.net/sergethew/freeform-reality-invaders-5375224
A thing Add game mechanics
The thing now has a new layer of fun
it didnʼt before.
People are more likely to engage with that thing
At itʼs core the idea is something like this…
WHY ARE WE ADDING GAME MECHANICS TO THE REAL THING?
This explanation is from Matthewʼs Guyʼs presentation FreeForm: Reality InvadersCheck it out: http://www.slideshare.net/sergethew/freeform-reality-invaders-5375224
Play &Challenges
Goals & Rewards
Game+ =
(a gross oversimplification of game design!)
Play &Challenges
Goals & Rewards
Game+ =
(a gross oversimplification!)
How do we actually make something a game?
Drive by Dan Pink
Let me offer an exercise:
Think of a game.
List the things that make this game work.
Appointment MechanicSelf-ExpressionSocial Gifting
Limited TimeGroup CompetitionTeamworkSelf-ExpressionPattern Recognition
A time tracking app
-Turn based game
-Goal: reach ‘x’ points 1st
-trade resources-cooperate + compete
-chance + strategy
with these characteristics:
What would
look like?
Any interesting ideas?
Fastest time to register: 16 seconds. Can you beat that?Username:
Email Adress:
Password:
Repeat Password:
Did your idea involve adding a layer to the core activity?
www.getmentalnotes.com
www.getmentalnotes.com
This stuff is boring.
I’ll make the best of it. But, you’ll have to work and apply yourself to get something out of this class.
Attitude One: Attitude Two:
This stuff is really quite interesting!
I’m going to show you why this is important. But first, I’ve got a challenge for you…
Attitude Three:
This stuff isn’t all that interesting.
But, I’ve added some activities to the content that will make this a lot more fun for everyone.
“Apply Yourse
lf”
“Sugar Coating”
This stuff is boring.
I’ll make the best of it. But, you’ll have to work and apply yourself to get something out of this class.
Attitude One: Attitude Two:
This stuff is really quite interesting!
I’m going to show you why this is important. But first, I’ve got a challenge for you…
Attitude Three:
This stuff isn’t all that interesting.
But, I’ve added some activities to the content that will make this a lot more fun for everyone.
“Apply Yourse
lf”
“Sugar Coating”
“Mastery”
PERFORMANCE GOALS
LEARNING CHALLENGES
Getting an A in French Learning to speak FrenchVS
PERFORMANCE GOALS
LEARNING CHALLENGES
Getting an A in French Learning to speak French
leads to mastery
VS
A possible idea…
www.getmentalnotes.com
www.getmentalnotes.com
VS
relative to others
relative to our personal best
A time tracking application that uses status?
CLIENT 1CLIENT 1
MEETING
CLIENT 2
WRITING
RESEARCH
MEETING
CLIENT 2
Estimated: Actual:
9876543210
?
FRIDAY, MAY 16TH, 2011
CLIENT 1CLIENT 1
MEETING
CLIENT 2
WRITING
RESEARCH
MEETING
CLIENT 2
Estimated: Actual:
9876543210
79% ACCURACY RATING
FRIDAY, MAY 16TH, 2011
Sustaining passionate users... Through delightful challenges.
“Delight, unfortunately, doesnʼt last”
-Raph Koster, Game Designer
Sustaining passionate users... takes more than delightful experiences
#?!!
What are some Web apps/services youʼve used for more than three years?Why? What motivates you to stick with these services?
http://www.quora.com/What-motivates-people-to-stick-with-one-web-app-service-for-a-long-time
What are some Web apps/services youʼve used for more than three years?Why? What motivates you to stick with these services?
http://www.quora.com/What-motivates-people-to-stick-with-one-web-app-service-for-a-long-time
What are some Web apps/services youʼve used for more than three years?Why? What motivates you to stick with these services?
It works and they continually update/improve the application.
it does a decent job
does one particular thing well
very reliable and affordable
reliability and ease of use
utility of the applicationmy friends use it
there isn't another option
Management, customization, and layout options
http://www.quora.com/What-motivates-people-to-stick-with-one-web-app-service-for-a-long-time
It's not complicated.
What are some Web apps/services youʼve used for more than three years?Why? What motivates you to stick with these services?
It works and they continually update/improve the application.
it does a decent job
does one particular thing well
very reliable and affordable
reliability and ease of use
utility of the applicationmy friends use it
there isn't another option
Management, customization, and layout options
http://www.quora.com/What-motivates-people-to-stick-with-one-web-app-service-for-a-long-time
It's not complicated.“Where is the love?”
Kano Model
NEUTRAL VALUE
HIGH SATISFACTION
LOW SATISFACTION
NEUTRAL VALUE
HIGH SATISFACTION
LOW SATISFACTION
NOT (OR POORLY) IMPLEMENTED
FULLY IMPLEMENTED
NEUTRAL VALUE
HIGH SATISFACTION
LOW SATISFACTION
NOT (OR POORLY) IMPLEMENTED
FULLY IMPLEMENTED
Performance Payoffs
NEUTRAL VALUE
HIGH SATISFACTION
LOW SATISFACTION
NOT (OR POORLY) IMPLEMENTED
FULLY IMPLEMENTED
Basic NeedsOnly noticed if missing.
Performance Payoffs
NEUTRAL VALUE
HIGH SATISFACTION
LOW SATISFACTION
NOT (OR POORLY) IMPLEMENTED
FULLY IMPLEMENTED
DelightersNot required, but when added brings value.
Basic NeedsOnly noticed if missing.
Performance Payoffs
C!"#r$%&'$%(!")!
Y!& *&)% +$r"+, %-+
“I )$% %-r!&#-
S%+p-+" P. A",+r)!"’)
%$'.” BADGE!
C!"#r$%&'$%(!")!
Y!& *&)% +$r"+, %-+
“I )$% %-r!&#-
S%+p-+" P. A",+r)!"’)
%$'.” BADGE!
Thanks!!Stephen P. Anderson
www.slideshare.net/stephenpawww.poetpainter.com
www.getmentalnotes.com
@stephenanderson