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Psychology of Design (UX Intensive for MySkills4Afrika)

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DAY 1Introduction to Modern Design

Microsoft Design Principles

Design Process

Windows Building Blocks

Build 2014

DAY 2Storytelling and the Human Fom

Natural User Interfaces

Mini-improv workshop Storytelling

Storyboarding amp Scenarios

Technologies amp Trends

DAY 3Psychology of Design

Basic principles

Gamification

Motivational Design

DAY 4Visual Design for Modern UI

Basics

Grids amp Tiles

Typography

Color amp Content

This is not a computer science class

This class is not just for those that want to be designers

This is not an intro-level user experience class

Degree in Computer Science and Human-Computer Interaction from Carnegie Mellon University

Over 10 years of experience spanning multiple industries web automotive cloud and server technology education theme parks and video games

65 years at MicrosoftMy current project designing the future of the connected experience for cars helping to define the future of Microsoftrsquos Internet of Things

In my free time Irsquom a professional improv actressteacher singer and video gamer

SHORTCUTS amp SATISFICING

THE MULTITASKING

MYTH

RULE OF 7 Itrsquos hard for the human brainrsquos short term memory to remember more than 7 things at once (new studies indicate perhaps as low as 3-4)

The more ldquothingsrdquo you put onscreen the more work a person has to do to remember them

EYE SCANNING The human eye scans in an order based on a culturersquos reading patterns

In North America the eye scans

LEFT to RIGHT and

TOP to BOTTOM

Items down here are seen

lasthellip and sometimes not

seen at all

GROUPING(GESTALT

PRINCIPLE)

Avoid the

Sesame Street scenario

ldquoOne of these

things is not like

the otherrdquo

Mihaly Czikszentmihalyirsquos

Eva-Lotta Lamm

An Attention Hierarchy

We are wired to pay more attention to certain things thanks to our survival instinct

- Movement

- Pictures of humans (even more so if theyrsquore looking at you)

- Images of food danger or sex

- Stories

- Loud noises

What is gamification

The application of game design principles to other domains in order

to drive human behavior and increase product enjoyment

Game design tools

Achievements amp goals

Provide metrics by which users can evaluate and demonstrate their progress and mastery

Not all users are motivated by visible recognition of goals but almost all humans are motivated by smaller achievable personal goals

1

Achievements amp goals

Example

Xbox Live Achievements1

Achievements amp goals

Example

Foursquare Badges1

Achievements amp goals

Example

LinkedIn Profile Completion1

Real-time feedback

Provide feedback as close to the moment of action as possible to help users repeat positive actions

Sound effects animation and color are all methods of providing feedback

When successful feedback can actually cause the release of endorphins

2

Real-time feedback

Example

Fitbitrsquos ldquoflowerrdquo2

Real-time feedback

Example

Hybrid amp electric vehicles2

Real-time feedback

Example

Facebookrsquos ldquoLikerdquo Button2

Competition(Head-to-head)

Humans have been competing since the beginning Competition against known opponents is a powerful motivator

Users who are extrinsically motivated will respond to public leaderboards ldquomayorshipsrdquo and other recognition

3

Competition(Head-to-head)

ExampleFoursquare 3

Competition(Head-to-head)

ExampleDuolingo (Language Learning) 3

Competition(Anonymous)

Competition can even be a motivator when wersquod feel uncomfortable sharing our performance

Anonymous competition is used to motivate better spending habits home efficiency and more

3

Competition(Anonymous)

ExamplesMintcom and Hohm 3

Cooperation

Cooperation engenders unique feelings of fulfillment and accountability amongst users

By creating a team atmosphere users can complete more than the sum of their individual contributions Digital interactions become socially fulfilling

4

Cooperation

Example

Massively multiplayer games4

Cooperation

Example

Kiva microlending teams4

Immersion

Immersion is the art of removing artifacts that might distract or frustrate users

Immersion is difficult to encourage but when successful can aid in achieving ldquoflowrdquo (efficient uninterrupted work)

Immersion also tends to make users more forgiving when errors happen

5

DO understand what success

looks like

DONrsquoT reward bad behavior

By rewarding behaviors you do not want users to repeat you may accidentally associate that bad behavior with the good release of endorphins

DO invest time in fine tuning your

interactions

DONrsquoT penalize users for a long absence

Some games (eg Animal Crossing) will penalize players for each day they donrsquot interact with the game

Since life is unpredictable this may lead to your users avoiding your product if life keeps them away for too long

If you must reward the return ndash donrsquot penalize the absence

DO consider context when

choosing mechanics

DONrsquoT assume all users have the same motivation

Different game mechanics appeal to different types of people

Understand your users Are they motivated by mastery or impact Competition or collaboration

The companies that win distinguish themselves with the ldquohowrdquo of their features not the ldquowhatrdquo

ldquo100 Things Every Designer Should Know About Peoplerdquo

Psychology of motivation

The Psychology of Variable

Rewards

The Psychology of Variable

Rewards

The Psychology of Goals

The Psychology of Goals

The Psychology of Goals

Our brains prefer anticipation to the reward

Our brains are more stimulated when we anticipate a reward than when we receive it

Without the thrill of anticipation rats starve to death with food in front of them

Unpredictability drives motivation

Emails Tweets and texts are addicting largely because theyrsquore unpredictable

The unexpected delight of an incoming message buzz is just as stimulating as getting the message

Rewards are tricky

Once you pay someone to do something they will only want to do it for the reward

Unexpected rewards donrsquot have the same demotivating effect

Change happens in small increments

Want to get someone to build new habits Change their behaviors

Start smallhellip

and

Forgive lapses

Fewer competitors = more motivation

We talked about competition in Gamification but therersquos more going on

People like to compete but they also like to feel like they have a chance

Research shows competing against 10 competitors is fundamentally more motivating than 1000

Humans enjoy autonomy

Modern life involves many more self-directed actions than it did 10 20 or 50 years ago

Regardless of skill level humans innately enjoy being independent on some level as it gives total control

Our prehistoric ancestors equated control with staying out of danger and survival so this is a deeply rooted motivator

Social psychology

Mirror Neurons

Humans are built to mimic others and you automatically like others more when those others subconsciously mirror you

Watching someone else do something lights up the parts of our brain that would do it ourselves Itrsquos biological empathy

V S Ramachandranrsquos TED talk on mirror neurons

Strong amp Weak Social Ties

Humans have a limited ability to maintain strong social ties Research puts the maximum at around 150 ldquostrong tiesrdquo where you know each person and interact with them in physical environments

ldquoWeak tiesrdquo are more like the Twitter relationships you have with strangers You donrsquot get the same kind of benefit from these and establishing physical proximity to all would be overwhelming

httpwwwmicrosoftcomen-ustwcdefaultaspx

Four pillars

Security

Safety

Privacy

Accessibility

What is accessibility

Why care about security

What do you mean by safety

What do you mean by privacy

This is not a computer science class

This class is not just for those that want to be designers

This is not an intro-level user experience class

Degree in Computer Science and Human-Computer Interaction from Carnegie Mellon University

Over 10 years of experience spanning multiple industries web automotive cloud and server technology education theme parks and video games

65 years at MicrosoftMy current project designing the future of the connected experience for cars helping to define the future of Microsoftrsquos Internet of Things

In my free time Irsquom a professional improv actressteacher singer and video gamer

SHORTCUTS amp SATISFICING

THE MULTITASKING

MYTH

RULE OF 7 Itrsquos hard for the human brainrsquos short term memory to remember more than 7 things at once (new studies indicate perhaps as low as 3-4)

The more ldquothingsrdquo you put onscreen the more work a person has to do to remember them

EYE SCANNING The human eye scans in an order based on a culturersquos reading patterns

In North America the eye scans

LEFT to RIGHT and

TOP to BOTTOM

Items down here are seen

lasthellip and sometimes not

seen at all

GROUPING(GESTALT

PRINCIPLE)

Avoid the

Sesame Street scenario

ldquoOne of these

things is not like

the otherrdquo

Mihaly Czikszentmihalyirsquos

Eva-Lotta Lamm

An Attention Hierarchy

We are wired to pay more attention to certain things thanks to our survival instinct

- Movement

- Pictures of humans (even more so if theyrsquore looking at you)

- Images of food danger or sex

- Stories

- Loud noises

What is gamification

The application of game design principles to other domains in order

to drive human behavior and increase product enjoyment

Game design tools

Achievements amp goals

Provide metrics by which users can evaluate and demonstrate their progress and mastery

Not all users are motivated by visible recognition of goals but almost all humans are motivated by smaller achievable personal goals

1

Achievements amp goals

Example

Xbox Live Achievements1

Achievements amp goals

Example

Foursquare Badges1

Achievements amp goals

Example

LinkedIn Profile Completion1

Real-time feedback

Provide feedback as close to the moment of action as possible to help users repeat positive actions

Sound effects animation and color are all methods of providing feedback

When successful feedback can actually cause the release of endorphins

2

Real-time feedback

Example

Fitbitrsquos ldquoflowerrdquo2

Real-time feedback

Example

Hybrid amp electric vehicles2

Real-time feedback

Example

Facebookrsquos ldquoLikerdquo Button2

Competition(Head-to-head)

Humans have been competing since the beginning Competition against known opponents is a powerful motivator

Users who are extrinsically motivated will respond to public leaderboards ldquomayorshipsrdquo and other recognition

3

Competition(Head-to-head)

ExampleFoursquare 3

Competition(Head-to-head)

ExampleDuolingo (Language Learning) 3

Competition(Anonymous)

Competition can even be a motivator when wersquod feel uncomfortable sharing our performance

Anonymous competition is used to motivate better spending habits home efficiency and more

3

Competition(Anonymous)

ExamplesMintcom and Hohm 3

Cooperation

Cooperation engenders unique feelings of fulfillment and accountability amongst users

By creating a team atmosphere users can complete more than the sum of their individual contributions Digital interactions become socially fulfilling

4

Cooperation

Example

Massively multiplayer games4

Cooperation

Example

Kiva microlending teams4

Immersion

Immersion is the art of removing artifacts that might distract or frustrate users

Immersion is difficult to encourage but when successful can aid in achieving ldquoflowrdquo (efficient uninterrupted work)

Immersion also tends to make users more forgiving when errors happen

5

DO understand what success

looks like

DONrsquoT reward bad behavior

By rewarding behaviors you do not want users to repeat you may accidentally associate that bad behavior with the good release of endorphins

DO invest time in fine tuning your

interactions

DONrsquoT penalize users for a long absence

Some games (eg Animal Crossing) will penalize players for each day they donrsquot interact with the game

Since life is unpredictable this may lead to your users avoiding your product if life keeps them away for too long

If you must reward the return ndash donrsquot penalize the absence

DO consider context when

choosing mechanics

DONrsquoT assume all users have the same motivation

Different game mechanics appeal to different types of people

Understand your users Are they motivated by mastery or impact Competition or collaboration

The companies that win distinguish themselves with the ldquohowrdquo of their features not the ldquowhatrdquo

ldquo100 Things Every Designer Should Know About Peoplerdquo

Psychology of motivation

The Psychology of Variable

Rewards

The Psychology of Variable

Rewards

The Psychology of Goals

The Psychology of Goals

The Psychology of Goals

Our brains prefer anticipation to the reward

Our brains are more stimulated when we anticipate a reward than when we receive it

Without the thrill of anticipation rats starve to death with food in front of them

Unpredictability drives motivation

Emails Tweets and texts are addicting largely because theyrsquore unpredictable

The unexpected delight of an incoming message buzz is just as stimulating as getting the message

Rewards are tricky

Once you pay someone to do something they will only want to do it for the reward

Unexpected rewards donrsquot have the same demotivating effect

Change happens in small increments

Want to get someone to build new habits Change their behaviors

Start smallhellip

and

Forgive lapses

Fewer competitors = more motivation

We talked about competition in Gamification but therersquos more going on

People like to compete but they also like to feel like they have a chance

Research shows competing against 10 competitors is fundamentally more motivating than 1000

Humans enjoy autonomy

Modern life involves many more self-directed actions than it did 10 20 or 50 years ago

Regardless of skill level humans innately enjoy being independent on some level as it gives total control

Our prehistoric ancestors equated control with staying out of danger and survival so this is a deeply rooted motivator

Social psychology

Mirror Neurons

Humans are built to mimic others and you automatically like others more when those others subconsciously mirror you

Watching someone else do something lights up the parts of our brain that would do it ourselves Itrsquos biological empathy

V S Ramachandranrsquos TED talk on mirror neurons

Strong amp Weak Social Ties

Humans have a limited ability to maintain strong social ties Research puts the maximum at around 150 ldquostrong tiesrdquo where you know each person and interact with them in physical environments

ldquoWeak tiesrdquo are more like the Twitter relationships you have with strangers You donrsquot get the same kind of benefit from these and establishing physical proximity to all would be overwhelming

httpwwwmicrosoftcomen-ustwcdefaultaspx

Four pillars

Security

Safety

Privacy

Accessibility

What is accessibility

Why care about security

What do you mean by safety

What do you mean by privacy

Degree in Computer Science and Human-Computer Interaction from Carnegie Mellon University

Over 10 years of experience spanning multiple industries web automotive cloud and server technology education theme parks and video games

65 years at MicrosoftMy current project designing the future of the connected experience for cars helping to define the future of Microsoftrsquos Internet of Things

In my free time Irsquom a professional improv actressteacher singer and video gamer

SHORTCUTS amp SATISFICING

THE MULTITASKING

MYTH

RULE OF 7 Itrsquos hard for the human brainrsquos short term memory to remember more than 7 things at once (new studies indicate perhaps as low as 3-4)

The more ldquothingsrdquo you put onscreen the more work a person has to do to remember them

EYE SCANNING The human eye scans in an order based on a culturersquos reading patterns

In North America the eye scans

LEFT to RIGHT and

TOP to BOTTOM

Items down here are seen

lasthellip and sometimes not

seen at all

GROUPING(GESTALT

PRINCIPLE)

Avoid the

Sesame Street scenario

ldquoOne of these

things is not like

the otherrdquo

Mihaly Czikszentmihalyirsquos

Eva-Lotta Lamm

An Attention Hierarchy

We are wired to pay more attention to certain things thanks to our survival instinct

- Movement

- Pictures of humans (even more so if theyrsquore looking at you)

- Images of food danger or sex

- Stories

- Loud noises

What is gamification

The application of game design principles to other domains in order

to drive human behavior and increase product enjoyment

Game design tools

Achievements amp goals

Provide metrics by which users can evaluate and demonstrate their progress and mastery

Not all users are motivated by visible recognition of goals but almost all humans are motivated by smaller achievable personal goals

1

Achievements amp goals

Example

Xbox Live Achievements1

Achievements amp goals

Example

Foursquare Badges1

Achievements amp goals

Example

LinkedIn Profile Completion1

Real-time feedback

Provide feedback as close to the moment of action as possible to help users repeat positive actions

Sound effects animation and color are all methods of providing feedback

When successful feedback can actually cause the release of endorphins

2

Real-time feedback

Example

Fitbitrsquos ldquoflowerrdquo2

Real-time feedback

Example

Hybrid amp electric vehicles2

Real-time feedback

Example

Facebookrsquos ldquoLikerdquo Button2

Competition(Head-to-head)

Humans have been competing since the beginning Competition against known opponents is a powerful motivator

Users who are extrinsically motivated will respond to public leaderboards ldquomayorshipsrdquo and other recognition

3

Competition(Head-to-head)

ExampleFoursquare 3

Competition(Head-to-head)

ExampleDuolingo (Language Learning) 3

Competition(Anonymous)

Competition can even be a motivator when wersquod feel uncomfortable sharing our performance

Anonymous competition is used to motivate better spending habits home efficiency and more

3

Competition(Anonymous)

ExamplesMintcom and Hohm 3

Cooperation

Cooperation engenders unique feelings of fulfillment and accountability amongst users

By creating a team atmosphere users can complete more than the sum of their individual contributions Digital interactions become socially fulfilling

4

Cooperation

Example

Massively multiplayer games4

Cooperation

Example

Kiva microlending teams4

Immersion

Immersion is the art of removing artifacts that might distract or frustrate users

Immersion is difficult to encourage but when successful can aid in achieving ldquoflowrdquo (efficient uninterrupted work)

Immersion also tends to make users more forgiving when errors happen

5

DO understand what success

looks like

DONrsquoT reward bad behavior

By rewarding behaviors you do not want users to repeat you may accidentally associate that bad behavior with the good release of endorphins

DO invest time in fine tuning your

interactions

DONrsquoT penalize users for a long absence

Some games (eg Animal Crossing) will penalize players for each day they donrsquot interact with the game

Since life is unpredictable this may lead to your users avoiding your product if life keeps them away for too long

If you must reward the return ndash donrsquot penalize the absence

DO consider context when

choosing mechanics

DONrsquoT assume all users have the same motivation

Different game mechanics appeal to different types of people

Understand your users Are they motivated by mastery or impact Competition or collaboration

The companies that win distinguish themselves with the ldquohowrdquo of their features not the ldquowhatrdquo

ldquo100 Things Every Designer Should Know About Peoplerdquo

Psychology of motivation

The Psychology of Variable

Rewards

The Psychology of Variable

Rewards

The Psychology of Goals

The Psychology of Goals

The Psychology of Goals

Our brains prefer anticipation to the reward

Our brains are more stimulated when we anticipate a reward than when we receive it

Without the thrill of anticipation rats starve to death with food in front of them

Unpredictability drives motivation

Emails Tweets and texts are addicting largely because theyrsquore unpredictable

The unexpected delight of an incoming message buzz is just as stimulating as getting the message

Rewards are tricky

Once you pay someone to do something they will only want to do it for the reward

Unexpected rewards donrsquot have the same demotivating effect

Change happens in small increments

Want to get someone to build new habits Change their behaviors

Start smallhellip

and

Forgive lapses

Fewer competitors = more motivation

We talked about competition in Gamification but therersquos more going on

People like to compete but they also like to feel like they have a chance

Research shows competing against 10 competitors is fundamentally more motivating than 1000

Humans enjoy autonomy

Modern life involves many more self-directed actions than it did 10 20 or 50 years ago

Regardless of skill level humans innately enjoy being independent on some level as it gives total control

Our prehistoric ancestors equated control with staying out of danger and survival so this is a deeply rooted motivator

Social psychology

Mirror Neurons

Humans are built to mimic others and you automatically like others more when those others subconsciously mirror you

Watching someone else do something lights up the parts of our brain that would do it ourselves Itrsquos biological empathy

V S Ramachandranrsquos TED talk on mirror neurons

Strong amp Weak Social Ties

Humans have a limited ability to maintain strong social ties Research puts the maximum at around 150 ldquostrong tiesrdquo where you know each person and interact with them in physical environments

ldquoWeak tiesrdquo are more like the Twitter relationships you have with strangers You donrsquot get the same kind of benefit from these and establishing physical proximity to all would be overwhelming

httpwwwmicrosoftcomen-ustwcdefaultaspx

Four pillars

Security

Safety

Privacy

Accessibility

What is accessibility

Why care about security

What do you mean by safety

What do you mean by privacy

SHORTCUTS amp SATISFICING

THE MULTITASKING

MYTH

RULE OF 7 Itrsquos hard for the human brainrsquos short term memory to remember more than 7 things at once (new studies indicate perhaps as low as 3-4)

The more ldquothingsrdquo you put onscreen the more work a person has to do to remember them

EYE SCANNING The human eye scans in an order based on a culturersquos reading patterns

In North America the eye scans

LEFT to RIGHT and

TOP to BOTTOM

Items down here are seen

lasthellip and sometimes not

seen at all

GROUPING(GESTALT

PRINCIPLE)

Avoid the

Sesame Street scenario

ldquoOne of these

things is not like

the otherrdquo

Mihaly Czikszentmihalyirsquos

Eva-Lotta Lamm

An Attention Hierarchy

We are wired to pay more attention to certain things thanks to our survival instinct

- Movement

- Pictures of humans (even more so if theyrsquore looking at you)

- Images of food danger or sex

- Stories

- Loud noises

What is gamification

The application of game design principles to other domains in order

to drive human behavior and increase product enjoyment

Game design tools

Achievements amp goals

Provide metrics by which users can evaluate and demonstrate their progress and mastery

Not all users are motivated by visible recognition of goals but almost all humans are motivated by smaller achievable personal goals

1

Achievements amp goals

Example

Xbox Live Achievements1

Achievements amp goals

Example

Foursquare Badges1

Achievements amp goals

Example

LinkedIn Profile Completion1

Real-time feedback

Provide feedback as close to the moment of action as possible to help users repeat positive actions

Sound effects animation and color are all methods of providing feedback

When successful feedback can actually cause the release of endorphins

2

Real-time feedback

Example

Fitbitrsquos ldquoflowerrdquo2

Real-time feedback

Example

Hybrid amp electric vehicles2

Real-time feedback

Example

Facebookrsquos ldquoLikerdquo Button2

Competition(Head-to-head)

Humans have been competing since the beginning Competition against known opponents is a powerful motivator

Users who are extrinsically motivated will respond to public leaderboards ldquomayorshipsrdquo and other recognition

3

Competition(Head-to-head)

ExampleFoursquare 3

Competition(Head-to-head)

ExampleDuolingo (Language Learning) 3

Competition(Anonymous)

Competition can even be a motivator when wersquod feel uncomfortable sharing our performance

Anonymous competition is used to motivate better spending habits home efficiency and more

3

Competition(Anonymous)

ExamplesMintcom and Hohm 3

Cooperation

Cooperation engenders unique feelings of fulfillment and accountability amongst users

By creating a team atmosphere users can complete more than the sum of their individual contributions Digital interactions become socially fulfilling

4

Cooperation

Example

Massively multiplayer games4

Cooperation

Example

Kiva microlending teams4

Immersion

Immersion is the art of removing artifacts that might distract or frustrate users

Immersion is difficult to encourage but when successful can aid in achieving ldquoflowrdquo (efficient uninterrupted work)

Immersion also tends to make users more forgiving when errors happen

5

DO understand what success

looks like

DONrsquoT reward bad behavior

By rewarding behaviors you do not want users to repeat you may accidentally associate that bad behavior with the good release of endorphins

DO invest time in fine tuning your

interactions

DONrsquoT penalize users for a long absence

Some games (eg Animal Crossing) will penalize players for each day they donrsquot interact with the game

Since life is unpredictable this may lead to your users avoiding your product if life keeps them away for too long

If you must reward the return ndash donrsquot penalize the absence

DO consider context when

choosing mechanics

DONrsquoT assume all users have the same motivation

Different game mechanics appeal to different types of people

Understand your users Are they motivated by mastery or impact Competition or collaboration

The companies that win distinguish themselves with the ldquohowrdquo of their features not the ldquowhatrdquo

ldquo100 Things Every Designer Should Know About Peoplerdquo

Psychology of motivation

The Psychology of Variable

Rewards

The Psychology of Variable

Rewards

The Psychology of Goals

The Psychology of Goals

The Psychology of Goals

Our brains prefer anticipation to the reward

Our brains are more stimulated when we anticipate a reward than when we receive it

Without the thrill of anticipation rats starve to death with food in front of them

Unpredictability drives motivation

Emails Tweets and texts are addicting largely because theyrsquore unpredictable

The unexpected delight of an incoming message buzz is just as stimulating as getting the message

Rewards are tricky

Once you pay someone to do something they will only want to do it for the reward

Unexpected rewards donrsquot have the same demotivating effect

Change happens in small increments

Want to get someone to build new habits Change their behaviors

Start smallhellip

and

Forgive lapses

Fewer competitors = more motivation

We talked about competition in Gamification but therersquos more going on

People like to compete but they also like to feel like they have a chance

Research shows competing against 10 competitors is fundamentally more motivating than 1000

Humans enjoy autonomy

Modern life involves many more self-directed actions than it did 10 20 or 50 years ago

Regardless of skill level humans innately enjoy being independent on some level as it gives total control

Our prehistoric ancestors equated control with staying out of danger and survival so this is a deeply rooted motivator

Social psychology

Mirror Neurons

Humans are built to mimic others and you automatically like others more when those others subconsciously mirror you

Watching someone else do something lights up the parts of our brain that would do it ourselves Itrsquos biological empathy

V S Ramachandranrsquos TED talk on mirror neurons

Strong amp Weak Social Ties

Humans have a limited ability to maintain strong social ties Research puts the maximum at around 150 ldquostrong tiesrdquo where you know each person and interact with them in physical environments

ldquoWeak tiesrdquo are more like the Twitter relationships you have with strangers You donrsquot get the same kind of benefit from these and establishing physical proximity to all would be overwhelming

httpwwwmicrosoftcomen-ustwcdefaultaspx

Four pillars

Security

Safety

Privacy

Accessibility

What is accessibility

Why care about security

What do you mean by safety

What do you mean by privacy

THE MULTITASKING

MYTH

RULE OF 7 Itrsquos hard for the human brainrsquos short term memory to remember more than 7 things at once (new studies indicate perhaps as low as 3-4)

The more ldquothingsrdquo you put onscreen the more work a person has to do to remember them

EYE SCANNING The human eye scans in an order based on a culturersquos reading patterns

In North America the eye scans

LEFT to RIGHT and

TOP to BOTTOM

Items down here are seen

lasthellip and sometimes not

seen at all

GROUPING(GESTALT

PRINCIPLE)

Avoid the

Sesame Street scenario

ldquoOne of these

things is not like

the otherrdquo

Mihaly Czikszentmihalyirsquos

Eva-Lotta Lamm

An Attention Hierarchy

We are wired to pay more attention to certain things thanks to our survival instinct

- Movement

- Pictures of humans (even more so if theyrsquore looking at you)

- Images of food danger or sex

- Stories

- Loud noises

What is gamification

The application of game design principles to other domains in order

to drive human behavior and increase product enjoyment

Game design tools

Achievements amp goals

Provide metrics by which users can evaluate and demonstrate their progress and mastery

Not all users are motivated by visible recognition of goals but almost all humans are motivated by smaller achievable personal goals

1

Achievements amp goals

Example

Xbox Live Achievements1

Achievements amp goals

Example

Foursquare Badges1

Achievements amp goals

Example

LinkedIn Profile Completion1

Real-time feedback

Provide feedback as close to the moment of action as possible to help users repeat positive actions

Sound effects animation and color are all methods of providing feedback

When successful feedback can actually cause the release of endorphins

2

Real-time feedback

Example

Fitbitrsquos ldquoflowerrdquo2

Real-time feedback

Example

Hybrid amp electric vehicles2

Real-time feedback

Example

Facebookrsquos ldquoLikerdquo Button2

Competition(Head-to-head)

Humans have been competing since the beginning Competition against known opponents is a powerful motivator

Users who are extrinsically motivated will respond to public leaderboards ldquomayorshipsrdquo and other recognition

3

Competition(Head-to-head)

ExampleFoursquare 3

Competition(Head-to-head)

ExampleDuolingo (Language Learning) 3

Competition(Anonymous)

Competition can even be a motivator when wersquod feel uncomfortable sharing our performance

Anonymous competition is used to motivate better spending habits home efficiency and more

3

Competition(Anonymous)

ExamplesMintcom and Hohm 3

Cooperation

Cooperation engenders unique feelings of fulfillment and accountability amongst users

By creating a team atmosphere users can complete more than the sum of their individual contributions Digital interactions become socially fulfilling

4

Cooperation

Example

Massively multiplayer games4

Cooperation

Example

Kiva microlending teams4

Immersion

Immersion is the art of removing artifacts that might distract or frustrate users

Immersion is difficult to encourage but when successful can aid in achieving ldquoflowrdquo (efficient uninterrupted work)

Immersion also tends to make users more forgiving when errors happen

5

DO understand what success

looks like

DONrsquoT reward bad behavior

By rewarding behaviors you do not want users to repeat you may accidentally associate that bad behavior with the good release of endorphins

DO invest time in fine tuning your

interactions

DONrsquoT penalize users for a long absence

Some games (eg Animal Crossing) will penalize players for each day they donrsquot interact with the game

Since life is unpredictable this may lead to your users avoiding your product if life keeps them away for too long

If you must reward the return ndash donrsquot penalize the absence

DO consider context when

choosing mechanics

DONrsquoT assume all users have the same motivation

Different game mechanics appeal to different types of people

Understand your users Are they motivated by mastery or impact Competition or collaboration

The companies that win distinguish themselves with the ldquohowrdquo of their features not the ldquowhatrdquo

ldquo100 Things Every Designer Should Know About Peoplerdquo

Psychology of motivation

The Psychology of Variable

Rewards

The Psychology of Variable

Rewards

The Psychology of Goals

The Psychology of Goals

The Psychology of Goals

Our brains prefer anticipation to the reward

Our brains are more stimulated when we anticipate a reward than when we receive it

Without the thrill of anticipation rats starve to death with food in front of them

Unpredictability drives motivation

Emails Tweets and texts are addicting largely because theyrsquore unpredictable

The unexpected delight of an incoming message buzz is just as stimulating as getting the message

Rewards are tricky

Once you pay someone to do something they will only want to do it for the reward

Unexpected rewards donrsquot have the same demotivating effect

Change happens in small increments

Want to get someone to build new habits Change their behaviors

Start smallhellip

and

Forgive lapses

Fewer competitors = more motivation

We talked about competition in Gamification but therersquos more going on

People like to compete but they also like to feel like they have a chance

Research shows competing against 10 competitors is fundamentally more motivating than 1000

Humans enjoy autonomy

Modern life involves many more self-directed actions than it did 10 20 or 50 years ago

Regardless of skill level humans innately enjoy being independent on some level as it gives total control

Our prehistoric ancestors equated control with staying out of danger and survival so this is a deeply rooted motivator

Social psychology

Mirror Neurons

Humans are built to mimic others and you automatically like others more when those others subconsciously mirror you

Watching someone else do something lights up the parts of our brain that would do it ourselves Itrsquos biological empathy

V S Ramachandranrsquos TED talk on mirror neurons

Strong amp Weak Social Ties

Humans have a limited ability to maintain strong social ties Research puts the maximum at around 150 ldquostrong tiesrdquo where you know each person and interact with them in physical environments

ldquoWeak tiesrdquo are more like the Twitter relationships you have with strangers You donrsquot get the same kind of benefit from these and establishing physical proximity to all would be overwhelming

httpwwwmicrosoftcomen-ustwcdefaultaspx

Four pillars

Security

Safety

Privacy

Accessibility

What is accessibility

Why care about security

What do you mean by safety

What do you mean by privacy

RULE OF 7 Itrsquos hard for the human brainrsquos short term memory to remember more than 7 things at once (new studies indicate perhaps as low as 3-4)

The more ldquothingsrdquo you put onscreen the more work a person has to do to remember them

EYE SCANNING The human eye scans in an order based on a culturersquos reading patterns

In North America the eye scans

LEFT to RIGHT and

TOP to BOTTOM

Items down here are seen

lasthellip and sometimes not

seen at all

GROUPING(GESTALT

PRINCIPLE)

Avoid the

Sesame Street scenario

ldquoOne of these

things is not like

the otherrdquo

Mihaly Czikszentmihalyirsquos

Eva-Lotta Lamm

An Attention Hierarchy

We are wired to pay more attention to certain things thanks to our survival instinct

- Movement

- Pictures of humans (even more so if theyrsquore looking at you)

- Images of food danger or sex

- Stories

- Loud noises

What is gamification

The application of game design principles to other domains in order

to drive human behavior and increase product enjoyment

Game design tools

Achievements amp goals

Provide metrics by which users can evaluate and demonstrate their progress and mastery

Not all users are motivated by visible recognition of goals but almost all humans are motivated by smaller achievable personal goals

1

Achievements amp goals

Example

Xbox Live Achievements1

Achievements amp goals

Example

Foursquare Badges1

Achievements amp goals

Example

LinkedIn Profile Completion1

Real-time feedback

Provide feedback as close to the moment of action as possible to help users repeat positive actions

Sound effects animation and color are all methods of providing feedback

When successful feedback can actually cause the release of endorphins

2

Real-time feedback

Example

Fitbitrsquos ldquoflowerrdquo2

Real-time feedback

Example

Hybrid amp electric vehicles2

Real-time feedback

Example

Facebookrsquos ldquoLikerdquo Button2

Competition(Head-to-head)

Humans have been competing since the beginning Competition against known opponents is a powerful motivator

Users who are extrinsically motivated will respond to public leaderboards ldquomayorshipsrdquo and other recognition

3

Competition(Head-to-head)

ExampleFoursquare 3

Competition(Head-to-head)

ExampleDuolingo (Language Learning) 3

Competition(Anonymous)

Competition can even be a motivator when wersquod feel uncomfortable sharing our performance

Anonymous competition is used to motivate better spending habits home efficiency and more

3

Competition(Anonymous)

ExamplesMintcom and Hohm 3

Cooperation

Cooperation engenders unique feelings of fulfillment and accountability amongst users

By creating a team atmosphere users can complete more than the sum of their individual contributions Digital interactions become socially fulfilling

4

Cooperation

Example

Massively multiplayer games4

Cooperation

Example

Kiva microlending teams4

Immersion

Immersion is the art of removing artifacts that might distract or frustrate users

Immersion is difficult to encourage but when successful can aid in achieving ldquoflowrdquo (efficient uninterrupted work)

Immersion also tends to make users more forgiving when errors happen

5

DO understand what success

looks like

DONrsquoT reward bad behavior

By rewarding behaviors you do not want users to repeat you may accidentally associate that bad behavior with the good release of endorphins

DO invest time in fine tuning your

interactions

DONrsquoT penalize users for a long absence

Some games (eg Animal Crossing) will penalize players for each day they donrsquot interact with the game

Since life is unpredictable this may lead to your users avoiding your product if life keeps them away for too long

If you must reward the return ndash donrsquot penalize the absence

DO consider context when

choosing mechanics

DONrsquoT assume all users have the same motivation

Different game mechanics appeal to different types of people

Understand your users Are they motivated by mastery or impact Competition or collaboration

The companies that win distinguish themselves with the ldquohowrdquo of their features not the ldquowhatrdquo

ldquo100 Things Every Designer Should Know About Peoplerdquo

Psychology of motivation

The Psychology of Variable

Rewards

The Psychology of Variable

Rewards

The Psychology of Goals

The Psychology of Goals

The Psychology of Goals

Our brains prefer anticipation to the reward

Our brains are more stimulated when we anticipate a reward than when we receive it

Without the thrill of anticipation rats starve to death with food in front of them

Unpredictability drives motivation

Emails Tweets and texts are addicting largely because theyrsquore unpredictable

The unexpected delight of an incoming message buzz is just as stimulating as getting the message

Rewards are tricky

Once you pay someone to do something they will only want to do it for the reward

Unexpected rewards donrsquot have the same demotivating effect

Change happens in small increments

Want to get someone to build new habits Change their behaviors

Start smallhellip

and

Forgive lapses

Fewer competitors = more motivation

We talked about competition in Gamification but therersquos more going on

People like to compete but they also like to feel like they have a chance

Research shows competing against 10 competitors is fundamentally more motivating than 1000

Humans enjoy autonomy

Modern life involves many more self-directed actions than it did 10 20 or 50 years ago

Regardless of skill level humans innately enjoy being independent on some level as it gives total control

Our prehistoric ancestors equated control with staying out of danger and survival so this is a deeply rooted motivator

Social psychology

Mirror Neurons

Humans are built to mimic others and you automatically like others more when those others subconsciously mirror you

Watching someone else do something lights up the parts of our brain that would do it ourselves Itrsquos biological empathy

V S Ramachandranrsquos TED talk on mirror neurons

Strong amp Weak Social Ties

Humans have a limited ability to maintain strong social ties Research puts the maximum at around 150 ldquostrong tiesrdquo where you know each person and interact with them in physical environments

ldquoWeak tiesrdquo are more like the Twitter relationships you have with strangers You donrsquot get the same kind of benefit from these and establishing physical proximity to all would be overwhelming

httpwwwmicrosoftcomen-ustwcdefaultaspx

Four pillars

Security

Safety

Privacy

Accessibility

What is accessibility

Why care about security

What do you mean by safety

What do you mean by privacy

EYE SCANNING The human eye scans in an order based on a culturersquos reading patterns

In North America the eye scans

LEFT to RIGHT and

TOP to BOTTOM

Items down here are seen

lasthellip and sometimes not

seen at all

GROUPING(GESTALT

PRINCIPLE)

Avoid the

Sesame Street scenario

ldquoOne of these

things is not like

the otherrdquo

Mihaly Czikszentmihalyirsquos

Eva-Lotta Lamm

An Attention Hierarchy

We are wired to pay more attention to certain things thanks to our survival instinct

- Movement

- Pictures of humans (even more so if theyrsquore looking at you)

- Images of food danger or sex

- Stories

- Loud noises

What is gamification

The application of game design principles to other domains in order

to drive human behavior and increase product enjoyment

Game design tools

Achievements amp goals

Provide metrics by which users can evaluate and demonstrate their progress and mastery

Not all users are motivated by visible recognition of goals but almost all humans are motivated by smaller achievable personal goals

1

Achievements amp goals

Example

Xbox Live Achievements1

Achievements amp goals

Example

Foursquare Badges1

Achievements amp goals

Example

LinkedIn Profile Completion1

Real-time feedback

Provide feedback as close to the moment of action as possible to help users repeat positive actions

Sound effects animation and color are all methods of providing feedback

When successful feedback can actually cause the release of endorphins

2

Real-time feedback

Example

Fitbitrsquos ldquoflowerrdquo2

Real-time feedback

Example

Hybrid amp electric vehicles2

Real-time feedback

Example

Facebookrsquos ldquoLikerdquo Button2

Competition(Head-to-head)

Humans have been competing since the beginning Competition against known opponents is a powerful motivator

Users who are extrinsically motivated will respond to public leaderboards ldquomayorshipsrdquo and other recognition

3

Competition(Head-to-head)

ExampleFoursquare 3

Competition(Head-to-head)

ExampleDuolingo (Language Learning) 3

Competition(Anonymous)

Competition can even be a motivator when wersquod feel uncomfortable sharing our performance

Anonymous competition is used to motivate better spending habits home efficiency and more

3

Competition(Anonymous)

ExamplesMintcom and Hohm 3

Cooperation

Cooperation engenders unique feelings of fulfillment and accountability amongst users

By creating a team atmosphere users can complete more than the sum of their individual contributions Digital interactions become socially fulfilling

4

Cooperation

Example

Massively multiplayer games4

Cooperation

Example

Kiva microlending teams4

Immersion

Immersion is the art of removing artifacts that might distract or frustrate users

Immersion is difficult to encourage but when successful can aid in achieving ldquoflowrdquo (efficient uninterrupted work)

Immersion also tends to make users more forgiving when errors happen

5

DO understand what success

looks like

DONrsquoT reward bad behavior

By rewarding behaviors you do not want users to repeat you may accidentally associate that bad behavior with the good release of endorphins

DO invest time in fine tuning your

interactions

DONrsquoT penalize users for a long absence

Some games (eg Animal Crossing) will penalize players for each day they donrsquot interact with the game

Since life is unpredictable this may lead to your users avoiding your product if life keeps them away for too long

If you must reward the return ndash donrsquot penalize the absence

DO consider context when

choosing mechanics

DONrsquoT assume all users have the same motivation

Different game mechanics appeal to different types of people

Understand your users Are they motivated by mastery or impact Competition or collaboration

The companies that win distinguish themselves with the ldquohowrdquo of their features not the ldquowhatrdquo

ldquo100 Things Every Designer Should Know About Peoplerdquo

Psychology of motivation

The Psychology of Variable

Rewards

The Psychology of Variable

Rewards

The Psychology of Goals

The Psychology of Goals

The Psychology of Goals

Our brains prefer anticipation to the reward

Our brains are more stimulated when we anticipate a reward than when we receive it

Without the thrill of anticipation rats starve to death with food in front of them

Unpredictability drives motivation

Emails Tweets and texts are addicting largely because theyrsquore unpredictable

The unexpected delight of an incoming message buzz is just as stimulating as getting the message

Rewards are tricky

Once you pay someone to do something they will only want to do it for the reward

Unexpected rewards donrsquot have the same demotivating effect

Change happens in small increments

Want to get someone to build new habits Change their behaviors

Start smallhellip

and

Forgive lapses

Fewer competitors = more motivation

We talked about competition in Gamification but therersquos more going on

People like to compete but they also like to feel like they have a chance

Research shows competing against 10 competitors is fundamentally more motivating than 1000

Humans enjoy autonomy

Modern life involves many more self-directed actions than it did 10 20 or 50 years ago

Regardless of skill level humans innately enjoy being independent on some level as it gives total control

Our prehistoric ancestors equated control with staying out of danger and survival so this is a deeply rooted motivator

Social psychology

Mirror Neurons

Humans are built to mimic others and you automatically like others more when those others subconsciously mirror you

Watching someone else do something lights up the parts of our brain that would do it ourselves Itrsquos biological empathy

V S Ramachandranrsquos TED talk on mirror neurons

Strong amp Weak Social Ties

Humans have a limited ability to maintain strong social ties Research puts the maximum at around 150 ldquostrong tiesrdquo where you know each person and interact with them in physical environments

ldquoWeak tiesrdquo are more like the Twitter relationships you have with strangers You donrsquot get the same kind of benefit from these and establishing physical proximity to all would be overwhelming

httpwwwmicrosoftcomen-ustwcdefaultaspx

Four pillars

Security

Safety

Privacy

Accessibility

What is accessibility

Why care about security

What do you mean by safety

What do you mean by privacy

GROUPING(GESTALT

PRINCIPLE)

Avoid the

Sesame Street scenario

ldquoOne of these

things is not like

the otherrdquo

Mihaly Czikszentmihalyirsquos

Eva-Lotta Lamm

An Attention Hierarchy

We are wired to pay more attention to certain things thanks to our survival instinct

- Movement

- Pictures of humans (even more so if theyrsquore looking at you)

- Images of food danger or sex

- Stories

- Loud noises

What is gamification

The application of game design principles to other domains in order

to drive human behavior and increase product enjoyment

Game design tools

Achievements amp goals

Provide metrics by which users can evaluate and demonstrate their progress and mastery

Not all users are motivated by visible recognition of goals but almost all humans are motivated by smaller achievable personal goals

1

Achievements amp goals

Example

Xbox Live Achievements1

Achievements amp goals

Example

Foursquare Badges1

Achievements amp goals

Example

LinkedIn Profile Completion1

Real-time feedback

Provide feedback as close to the moment of action as possible to help users repeat positive actions

Sound effects animation and color are all methods of providing feedback

When successful feedback can actually cause the release of endorphins

2

Real-time feedback

Example

Fitbitrsquos ldquoflowerrdquo2

Real-time feedback

Example

Hybrid amp electric vehicles2

Real-time feedback

Example

Facebookrsquos ldquoLikerdquo Button2

Competition(Head-to-head)

Humans have been competing since the beginning Competition against known opponents is a powerful motivator

Users who are extrinsically motivated will respond to public leaderboards ldquomayorshipsrdquo and other recognition

3

Competition(Head-to-head)

ExampleFoursquare 3

Competition(Head-to-head)

ExampleDuolingo (Language Learning) 3

Competition(Anonymous)

Competition can even be a motivator when wersquod feel uncomfortable sharing our performance

Anonymous competition is used to motivate better spending habits home efficiency and more

3

Competition(Anonymous)

ExamplesMintcom and Hohm 3

Cooperation

Cooperation engenders unique feelings of fulfillment and accountability amongst users

By creating a team atmosphere users can complete more than the sum of their individual contributions Digital interactions become socially fulfilling

4

Cooperation

Example

Massively multiplayer games4

Cooperation

Example

Kiva microlending teams4

Immersion

Immersion is the art of removing artifacts that might distract or frustrate users

Immersion is difficult to encourage but when successful can aid in achieving ldquoflowrdquo (efficient uninterrupted work)

Immersion also tends to make users more forgiving when errors happen

5

DO understand what success

looks like

DONrsquoT reward bad behavior

By rewarding behaviors you do not want users to repeat you may accidentally associate that bad behavior with the good release of endorphins

DO invest time in fine tuning your

interactions

DONrsquoT penalize users for a long absence

Some games (eg Animal Crossing) will penalize players for each day they donrsquot interact with the game

Since life is unpredictable this may lead to your users avoiding your product if life keeps them away for too long

If you must reward the return ndash donrsquot penalize the absence

DO consider context when

choosing mechanics

DONrsquoT assume all users have the same motivation

Different game mechanics appeal to different types of people

Understand your users Are they motivated by mastery or impact Competition or collaboration

The companies that win distinguish themselves with the ldquohowrdquo of their features not the ldquowhatrdquo

ldquo100 Things Every Designer Should Know About Peoplerdquo

Psychology of motivation

The Psychology of Variable

Rewards

The Psychology of Variable

Rewards

The Psychology of Goals

The Psychology of Goals

The Psychology of Goals

Our brains prefer anticipation to the reward

Our brains are more stimulated when we anticipate a reward than when we receive it

Without the thrill of anticipation rats starve to death with food in front of them

Unpredictability drives motivation

Emails Tweets and texts are addicting largely because theyrsquore unpredictable

The unexpected delight of an incoming message buzz is just as stimulating as getting the message

Rewards are tricky

Once you pay someone to do something they will only want to do it for the reward

Unexpected rewards donrsquot have the same demotivating effect

Change happens in small increments

Want to get someone to build new habits Change their behaviors

Start smallhellip

and

Forgive lapses

Fewer competitors = more motivation

We talked about competition in Gamification but therersquos more going on

People like to compete but they also like to feel like they have a chance

Research shows competing against 10 competitors is fundamentally more motivating than 1000

Humans enjoy autonomy

Modern life involves many more self-directed actions than it did 10 20 or 50 years ago

Regardless of skill level humans innately enjoy being independent on some level as it gives total control

Our prehistoric ancestors equated control with staying out of danger and survival so this is a deeply rooted motivator

Social psychology

Mirror Neurons

Humans are built to mimic others and you automatically like others more when those others subconsciously mirror you

Watching someone else do something lights up the parts of our brain that would do it ourselves Itrsquos biological empathy

V S Ramachandranrsquos TED talk on mirror neurons

Strong amp Weak Social Ties

Humans have a limited ability to maintain strong social ties Research puts the maximum at around 150 ldquostrong tiesrdquo where you know each person and interact with them in physical environments

ldquoWeak tiesrdquo are more like the Twitter relationships you have with strangers You donrsquot get the same kind of benefit from these and establishing physical proximity to all would be overwhelming

httpwwwmicrosoftcomen-ustwcdefaultaspx

Four pillars

Security

Safety

Privacy

Accessibility

What is accessibility

Why care about security

What do you mean by safety

What do you mean by privacy

Mihaly Czikszentmihalyirsquos

Eva-Lotta Lamm

An Attention Hierarchy

We are wired to pay more attention to certain things thanks to our survival instinct

- Movement

- Pictures of humans (even more so if theyrsquore looking at you)

- Images of food danger or sex

- Stories

- Loud noises

What is gamification

The application of game design principles to other domains in order

to drive human behavior and increase product enjoyment

Game design tools

Achievements amp goals

Provide metrics by which users can evaluate and demonstrate their progress and mastery

Not all users are motivated by visible recognition of goals but almost all humans are motivated by smaller achievable personal goals

1

Achievements amp goals

Example

Xbox Live Achievements1

Achievements amp goals

Example

Foursquare Badges1

Achievements amp goals

Example

LinkedIn Profile Completion1

Real-time feedback

Provide feedback as close to the moment of action as possible to help users repeat positive actions

Sound effects animation and color are all methods of providing feedback

When successful feedback can actually cause the release of endorphins

2

Real-time feedback

Example

Fitbitrsquos ldquoflowerrdquo2

Real-time feedback

Example

Hybrid amp electric vehicles2

Real-time feedback

Example

Facebookrsquos ldquoLikerdquo Button2

Competition(Head-to-head)

Humans have been competing since the beginning Competition against known opponents is a powerful motivator

Users who are extrinsically motivated will respond to public leaderboards ldquomayorshipsrdquo and other recognition

3

Competition(Head-to-head)

ExampleFoursquare 3

Competition(Head-to-head)

ExampleDuolingo (Language Learning) 3

Competition(Anonymous)

Competition can even be a motivator when wersquod feel uncomfortable sharing our performance

Anonymous competition is used to motivate better spending habits home efficiency and more

3

Competition(Anonymous)

ExamplesMintcom and Hohm 3

Cooperation

Cooperation engenders unique feelings of fulfillment and accountability amongst users

By creating a team atmosphere users can complete more than the sum of their individual contributions Digital interactions become socially fulfilling

4

Cooperation

Example

Massively multiplayer games4

Cooperation

Example

Kiva microlending teams4

Immersion

Immersion is the art of removing artifacts that might distract or frustrate users

Immersion is difficult to encourage but when successful can aid in achieving ldquoflowrdquo (efficient uninterrupted work)

Immersion also tends to make users more forgiving when errors happen

5

DO understand what success

looks like

DONrsquoT reward bad behavior

By rewarding behaviors you do not want users to repeat you may accidentally associate that bad behavior with the good release of endorphins

DO invest time in fine tuning your

interactions

DONrsquoT penalize users for a long absence

Some games (eg Animal Crossing) will penalize players for each day they donrsquot interact with the game

Since life is unpredictable this may lead to your users avoiding your product if life keeps them away for too long

If you must reward the return ndash donrsquot penalize the absence

DO consider context when

choosing mechanics

DONrsquoT assume all users have the same motivation

Different game mechanics appeal to different types of people

Understand your users Are they motivated by mastery or impact Competition or collaboration

The companies that win distinguish themselves with the ldquohowrdquo of their features not the ldquowhatrdquo

ldquo100 Things Every Designer Should Know About Peoplerdquo

Psychology of motivation

The Psychology of Variable

Rewards

The Psychology of Variable

Rewards

The Psychology of Goals

The Psychology of Goals

The Psychology of Goals

Our brains prefer anticipation to the reward

Our brains are more stimulated when we anticipate a reward than when we receive it

Without the thrill of anticipation rats starve to death with food in front of them

Unpredictability drives motivation

Emails Tweets and texts are addicting largely because theyrsquore unpredictable

The unexpected delight of an incoming message buzz is just as stimulating as getting the message

Rewards are tricky

Once you pay someone to do something they will only want to do it for the reward

Unexpected rewards donrsquot have the same demotivating effect

Change happens in small increments

Want to get someone to build new habits Change their behaviors

Start smallhellip

and

Forgive lapses

Fewer competitors = more motivation

We talked about competition in Gamification but therersquos more going on

People like to compete but they also like to feel like they have a chance

Research shows competing against 10 competitors is fundamentally more motivating than 1000

Humans enjoy autonomy

Modern life involves many more self-directed actions than it did 10 20 or 50 years ago

Regardless of skill level humans innately enjoy being independent on some level as it gives total control

Our prehistoric ancestors equated control with staying out of danger and survival so this is a deeply rooted motivator

Social psychology

Mirror Neurons

Humans are built to mimic others and you automatically like others more when those others subconsciously mirror you

Watching someone else do something lights up the parts of our brain that would do it ourselves Itrsquos biological empathy

V S Ramachandranrsquos TED talk on mirror neurons

Strong amp Weak Social Ties

Humans have a limited ability to maintain strong social ties Research puts the maximum at around 150 ldquostrong tiesrdquo where you know each person and interact with them in physical environments

ldquoWeak tiesrdquo are more like the Twitter relationships you have with strangers You donrsquot get the same kind of benefit from these and establishing physical proximity to all would be overwhelming

httpwwwmicrosoftcomen-ustwcdefaultaspx

Four pillars

Security

Safety

Privacy

Accessibility

What is accessibility

Why care about security

What do you mean by safety

What do you mean by privacy

An Attention Hierarchy

We are wired to pay more attention to certain things thanks to our survival instinct

- Movement

- Pictures of humans (even more so if theyrsquore looking at you)

- Images of food danger or sex

- Stories

- Loud noises

What is gamification

The application of game design principles to other domains in order

to drive human behavior and increase product enjoyment

Game design tools

Achievements amp goals

Provide metrics by which users can evaluate and demonstrate their progress and mastery

Not all users are motivated by visible recognition of goals but almost all humans are motivated by smaller achievable personal goals

1

Achievements amp goals

Example

Xbox Live Achievements1

Achievements amp goals

Example

Foursquare Badges1

Achievements amp goals

Example

LinkedIn Profile Completion1

Real-time feedback

Provide feedback as close to the moment of action as possible to help users repeat positive actions

Sound effects animation and color are all methods of providing feedback

When successful feedback can actually cause the release of endorphins

2

Real-time feedback

Example

Fitbitrsquos ldquoflowerrdquo2

Real-time feedback

Example

Hybrid amp electric vehicles2

Real-time feedback

Example

Facebookrsquos ldquoLikerdquo Button2

Competition(Head-to-head)

Humans have been competing since the beginning Competition against known opponents is a powerful motivator

Users who are extrinsically motivated will respond to public leaderboards ldquomayorshipsrdquo and other recognition

3

Competition(Head-to-head)

ExampleFoursquare 3

Competition(Head-to-head)

ExampleDuolingo (Language Learning) 3

Competition(Anonymous)

Competition can even be a motivator when wersquod feel uncomfortable sharing our performance

Anonymous competition is used to motivate better spending habits home efficiency and more

3

Competition(Anonymous)

ExamplesMintcom and Hohm 3

Cooperation

Cooperation engenders unique feelings of fulfillment and accountability amongst users

By creating a team atmosphere users can complete more than the sum of their individual contributions Digital interactions become socially fulfilling

4

Cooperation

Example

Massively multiplayer games4

Cooperation

Example

Kiva microlending teams4

Immersion

Immersion is the art of removing artifacts that might distract or frustrate users

Immersion is difficult to encourage but when successful can aid in achieving ldquoflowrdquo (efficient uninterrupted work)

Immersion also tends to make users more forgiving when errors happen

5

DO understand what success

looks like

DONrsquoT reward bad behavior

By rewarding behaviors you do not want users to repeat you may accidentally associate that bad behavior with the good release of endorphins

DO invest time in fine tuning your

interactions

DONrsquoT penalize users for a long absence

Some games (eg Animal Crossing) will penalize players for each day they donrsquot interact with the game

Since life is unpredictable this may lead to your users avoiding your product if life keeps them away for too long

If you must reward the return ndash donrsquot penalize the absence

DO consider context when

choosing mechanics

DONrsquoT assume all users have the same motivation

Different game mechanics appeal to different types of people

Understand your users Are they motivated by mastery or impact Competition or collaboration

The companies that win distinguish themselves with the ldquohowrdquo of their features not the ldquowhatrdquo

ldquo100 Things Every Designer Should Know About Peoplerdquo

Psychology of motivation

The Psychology of Variable

Rewards

The Psychology of Variable

Rewards

The Psychology of Goals

The Psychology of Goals

The Psychology of Goals

Our brains prefer anticipation to the reward

Our brains are more stimulated when we anticipate a reward than when we receive it

Without the thrill of anticipation rats starve to death with food in front of them

Unpredictability drives motivation

Emails Tweets and texts are addicting largely because theyrsquore unpredictable

The unexpected delight of an incoming message buzz is just as stimulating as getting the message

Rewards are tricky

Once you pay someone to do something they will only want to do it for the reward

Unexpected rewards donrsquot have the same demotivating effect

Change happens in small increments

Want to get someone to build new habits Change their behaviors

Start smallhellip

and

Forgive lapses

Fewer competitors = more motivation

We talked about competition in Gamification but therersquos more going on

People like to compete but they also like to feel like they have a chance

Research shows competing against 10 competitors is fundamentally more motivating than 1000

Humans enjoy autonomy

Modern life involves many more self-directed actions than it did 10 20 or 50 years ago

Regardless of skill level humans innately enjoy being independent on some level as it gives total control

Our prehistoric ancestors equated control with staying out of danger and survival so this is a deeply rooted motivator

Social psychology

Mirror Neurons

Humans are built to mimic others and you automatically like others more when those others subconsciously mirror you

Watching someone else do something lights up the parts of our brain that would do it ourselves Itrsquos biological empathy

V S Ramachandranrsquos TED talk on mirror neurons

Strong amp Weak Social Ties

Humans have a limited ability to maintain strong social ties Research puts the maximum at around 150 ldquostrong tiesrdquo where you know each person and interact with them in physical environments

ldquoWeak tiesrdquo are more like the Twitter relationships you have with strangers You donrsquot get the same kind of benefit from these and establishing physical proximity to all would be overwhelming

httpwwwmicrosoftcomen-ustwcdefaultaspx

Four pillars

Security

Safety

Privacy

Accessibility

What is accessibility

Why care about security

What do you mean by safety

What do you mean by privacy

What is gamification

The application of game design principles to other domains in order

to drive human behavior and increase product enjoyment

Game design tools

Achievements amp goals

Provide metrics by which users can evaluate and demonstrate their progress and mastery

Not all users are motivated by visible recognition of goals but almost all humans are motivated by smaller achievable personal goals

1

Achievements amp goals

Example

Xbox Live Achievements1

Achievements amp goals

Example

Foursquare Badges1

Achievements amp goals

Example

LinkedIn Profile Completion1

Real-time feedback

Provide feedback as close to the moment of action as possible to help users repeat positive actions

Sound effects animation and color are all methods of providing feedback

When successful feedback can actually cause the release of endorphins

2

Real-time feedback

Example

Fitbitrsquos ldquoflowerrdquo2

Real-time feedback

Example

Hybrid amp electric vehicles2

Real-time feedback

Example

Facebookrsquos ldquoLikerdquo Button2

Competition(Head-to-head)

Humans have been competing since the beginning Competition against known opponents is a powerful motivator

Users who are extrinsically motivated will respond to public leaderboards ldquomayorshipsrdquo and other recognition

3

Competition(Head-to-head)

ExampleFoursquare 3

Competition(Head-to-head)

ExampleDuolingo (Language Learning) 3

Competition(Anonymous)

Competition can even be a motivator when wersquod feel uncomfortable sharing our performance

Anonymous competition is used to motivate better spending habits home efficiency and more

3

Competition(Anonymous)

ExamplesMintcom and Hohm 3

Cooperation

Cooperation engenders unique feelings of fulfillment and accountability amongst users

By creating a team atmosphere users can complete more than the sum of their individual contributions Digital interactions become socially fulfilling

4

Cooperation

Example

Massively multiplayer games4

Cooperation

Example

Kiva microlending teams4

Immersion

Immersion is the art of removing artifacts that might distract or frustrate users

Immersion is difficult to encourage but when successful can aid in achieving ldquoflowrdquo (efficient uninterrupted work)

Immersion also tends to make users more forgiving when errors happen

5

DO understand what success

looks like

DONrsquoT reward bad behavior

By rewarding behaviors you do not want users to repeat you may accidentally associate that bad behavior with the good release of endorphins

DO invest time in fine tuning your

interactions

DONrsquoT penalize users for a long absence

Some games (eg Animal Crossing) will penalize players for each day they donrsquot interact with the game

Since life is unpredictable this may lead to your users avoiding your product if life keeps them away for too long

If you must reward the return ndash donrsquot penalize the absence

DO consider context when

choosing mechanics

DONrsquoT assume all users have the same motivation

Different game mechanics appeal to different types of people

Understand your users Are they motivated by mastery or impact Competition or collaboration

The companies that win distinguish themselves with the ldquohowrdquo of their features not the ldquowhatrdquo

ldquo100 Things Every Designer Should Know About Peoplerdquo

Psychology of motivation

The Psychology of Variable

Rewards

The Psychology of Variable

Rewards

The Psychology of Goals

The Psychology of Goals

The Psychology of Goals

Our brains prefer anticipation to the reward

Our brains are more stimulated when we anticipate a reward than when we receive it

Without the thrill of anticipation rats starve to death with food in front of them

Unpredictability drives motivation

Emails Tweets and texts are addicting largely because theyrsquore unpredictable

The unexpected delight of an incoming message buzz is just as stimulating as getting the message

Rewards are tricky

Once you pay someone to do something they will only want to do it for the reward

Unexpected rewards donrsquot have the same demotivating effect

Change happens in small increments

Want to get someone to build new habits Change their behaviors

Start smallhellip

and

Forgive lapses

Fewer competitors = more motivation

We talked about competition in Gamification but therersquos more going on

People like to compete but they also like to feel like they have a chance

Research shows competing against 10 competitors is fundamentally more motivating than 1000

Humans enjoy autonomy

Modern life involves many more self-directed actions than it did 10 20 or 50 years ago

Regardless of skill level humans innately enjoy being independent on some level as it gives total control

Our prehistoric ancestors equated control with staying out of danger and survival so this is a deeply rooted motivator

Social psychology

Mirror Neurons

Humans are built to mimic others and you automatically like others more when those others subconsciously mirror you

Watching someone else do something lights up the parts of our brain that would do it ourselves Itrsquos biological empathy

V S Ramachandranrsquos TED talk on mirror neurons

Strong amp Weak Social Ties

Humans have a limited ability to maintain strong social ties Research puts the maximum at around 150 ldquostrong tiesrdquo where you know each person and interact with them in physical environments

ldquoWeak tiesrdquo are more like the Twitter relationships you have with strangers You donrsquot get the same kind of benefit from these and establishing physical proximity to all would be overwhelming

httpwwwmicrosoftcomen-ustwcdefaultaspx

Four pillars

Security

Safety

Privacy

Accessibility

What is accessibility

Why care about security

What do you mean by safety

What do you mean by privacy

Game design tools

Achievements amp goals

Provide metrics by which users can evaluate and demonstrate their progress and mastery

Not all users are motivated by visible recognition of goals but almost all humans are motivated by smaller achievable personal goals

1

Achievements amp goals

Example

Xbox Live Achievements1

Achievements amp goals

Example

Foursquare Badges1

Achievements amp goals

Example

LinkedIn Profile Completion1

Real-time feedback

Provide feedback as close to the moment of action as possible to help users repeat positive actions

Sound effects animation and color are all methods of providing feedback

When successful feedback can actually cause the release of endorphins

2

Real-time feedback

Example

Fitbitrsquos ldquoflowerrdquo2

Real-time feedback

Example

Hybrid amp electric vehicles2

Real-time feedback

Example

Facebookrsquos ldquoLikerdquo Button2

Competition(Head-to-head)

Humans have been competing since the beginning Competition against known opponents is a powerful motivator

Users who are extrinsically motivated will respond to public leaderboards ldquomayorshipsrdquo and other recognition

3

Competition(Head-to-head)

ExampleFoursquare 3

Competition(Head-to-head)

ExampleDuolingo (Language Learning) 3

Competition(Anonymous)

Competition can even be a motivator when wersquod feel uncomfortable sharing our performance

Anonymous competition is used to motivate better spending habits home efficiency and more

3

Competition(Anonymous)

ExamplesMintcom and Hohm 3

Cooperation

Cooperation engenders unique feelings of fulfillment and accountability amongst users

By creating a team atmosphere users can complete more than the sum of their individual contributions Digital interactions become socially fulfilling

4

Cooperation

Example

Massively multiplayer games4

Cooperation

Example

Kiva microlending teams4

Immersion

Immersion is the art of removing artifacts that might distract or frustrate users

Immersion is difficult to encourage but when successful can aid in achieving ldquoflowrdquo (efficient uninterrupted work)

Immersion also tends to make users more forgiving when errors happen

5

DO understand what success

looks like

DONrsquoT reward bad behavior

By rewarding behaviors you do not want users to repeat you may accidentally associate that bad behavior with the good release of endorphins

DO invest time in fine tuning your

interactions

DONrsquoT penalize users for a long absence

Some games (eg Animal Crossing) will penalize players for each day they donrsquot interact with the game

Since life is unpredictable this may lead to your users avoiding your product if life keeps them away for too long

If you must reward the return ndash donrsquot penalize the absence

DO consider context when

choosing mechanics

DONrsquoT assume all users have the same motivation

Different game mechanics appeal to different types of people

Understand your users Are they motivated by mastery or impact Competition or collaboration

The companies that win distinguish themselves with the ldquohowrdquo of their features not the ldquowhatrdquo

ldquo100 Things Every Designer Should Know About Peoplerdquo

Psychology of motivation

The Psychology of Variable

Rewards

The Psychology of Variable

Rewards

The Psychology of Goals

The Psychology of Goals

The Psychology of Goals

Our brains prefer anticipation to the reward

Our brains are more stimulated when we anticipate a reward than when we receive it

Without the thrill of anticipation rats starve to death with food in front of them

Unpredictability drives motivation

Emails Tweets and texts are addicting largely because theyrsquore unpredictable

The unexpected delight of an incoming message buzz is just as stimulating as getting the message

Rewards are tricky

Once you pay someone to do something they will only want to do it for the reward

Unexpected rewards donrsquot have the same demotivating effect

Change happens in small increments

Want to get someone to build new habits Change their behaviors

Start smallhellip

and

Forgive lapses

Fewer competitors = more motivation

We talked about competition in Gamification but therersquos more going on

People like to compete but they also like to feel like they have a chance

Research shows competing against 10 competitors is fundamentally more motivating than 1000

Humans enjoy autonomy

Modern life involves many more self-directed actions than it did 10 20 or 50 years ago

Regardless of skill level humans innately enjoy being independent on some level as it gives total control

Our prehistoric ancestors equated control with staying out of danger and survival so this is a deeply rooted motivator

Social psychology

Mirror Neurons

Humans are built to mimic others and you automatically like others more when those others subconsciously mirror you

Watching someone else do something lights up the parts of our brain that would do it ourselves Itrsquos biological empathy

V S Ramachandranrsquos TED talk on mirror neurons

Strong amp Weak Social Ties

Humans have a limited ability to maintain strong social ties Research puts the maximum at around 150 ldquostrong tiesrdquo where you know each person and interact with them in physical environments

ldquoWeak tiesrdquo are more like the Twitter relationships you have with strangers You donrsquot get the same kind of benefit from these and establishing physical proximity to all would be overwhelming

httpwwwmicrosoftcomen-ustwcdefaultaspx

Four pillars

Security

Safety

Privacy

Accessibility

What is accessibility

Why care about security

What do you mean by safety

What do you mean by privacy

Achievements amp goals

Provide metrics by which users can evaluate and demonstrate their progress and mastery

Not all users are motivated by visible recognition of goals but almost all humans are motivated by smaller achievable personal goals

1

Achievements amp goals

Example

Xbox Live Achievements1

Achievements amp goals

Example

Foursquare Badges1

Achievements amp goals

Example

LinkedIn Profile Completion1

Real-time feedback

Provide feedback as close to the moment of action as possible to help users repeat positive actions

Sound effects animation and color are all methods of providing feedback

When successful feedback can actually cause the release of endorphins

2

Real-time feedback

Example

Fitbitrsquos ldquoflowerrdquo2

Real-time feedback

Example

Hybrid amp electric vehicles2

Real-time feedback

Example

Facebookrsquos ldquoLikerdquo Button2

Competition(Head-to-head)

Humans have been competing since the beginning Competition against known opponents is a powerful motivator

Users who are extrinsically motivated will respond to public leaderboards ldquomayorshipsrdquo and other recognition

3

Competition(Head-to-head)

ExampleFoursquare 3

Competition(Head-to-head)

ExampleDuolingo (Language Learning) 3

Competition(Anonymous)

Competition can even be a motivator when wersquod feel uncomfortable sharing our performance

Anonymous competition is used to motivate better spending habits home efficiency and more

3

Competition(Anonymous)

ExamplesMintcom and Hohm 3

Cooperation

Cooperation engenders unique feelings of fulfillment and accountability amongst users

By creating a team atmosphere users can complete more than the sum of their individual contributions Digital interactions become socially fulfilling

4

Cooperation

Example

Massively multiplayer games4

Cooperation

Example

Kiva microlending teams4

Immersion

Immersion is the art of removing artifacts that might distract or frustrate users

Immersion is difficult to encourage but when successful can aid in achieving ldquoflowrdquo (efficient uninterrupted work)

Immersion also tends to make users more forgiving when errors happen

5

DO understand what success

looks like

DONrsquoT reward bad behavior

By rewarding behaviors you do not want users to repeat you may accidentally associate that bad behavior with the good release of endorphins

DO invest time in fine tuning your

interactions

DONrsquoT penalize users for a long absence

Some games (eg Animal Crossing) will penalize players for each day they donrsquot interact with the game

Since life is unpredictable this may lead to your users avoiding your product if life keeps them away for too long

If you must reward the return ndash donrsquot penalize the absence

DO consider context when

choosing mechanics

DONrsquoT assume all users have the same motivation

Different game mechanics appeal to different types of people

Understand your users Are they motivated by mastery or impact Competition or collaboration

The companies that win distinguish themselves with the ldquohowrdquo of their features not the ldquowhatrdquo

ldquo100 Things Every Designer Should Know About Peoplerdquo

Psychology of motivation

The Psychology of Variable

Rewards

The Psychology of Variable

Rewards

The Psychology of Goals

The Psychology of Goals

The Psychology of Goals

Our brains prefer anticipation to the reward

Our brains are more stimulated when we anticipate a reward than when we receive it

Without the thrill of anticipation rats starve to death with food in front of them

Unpredictability drives motivation

Emails Tweets and texts are addicting largely because theyrsquore unpredictable

The unexpected delight of an incoming message buzz is just as stimulating as getting the message

Rewards are tricky

Once you pay someone to do something they will only want to do it for the reward

Unexpected rewards donrsquot have the same demotivating effect

Change happens in small increments

Want to get someone to build new habits Change their behaviors

Start smallhellip

and

Forgive lapses

Fewer competitors = more motivation

We talked about competition in Gamification but therersquos more going on

People like to compete but they also like to feel like they have a chance

Research shows competing against 10 competitors is fundamentally more motivating than 1000

Humans enjoy autonomy

Modern life involves many more self-directed actions than it did 10 20 or 50 years ago

Regardless of skill level humans innately enjoy being independent on some level as it gives total control

Our prehistoric ancestors equated control with staying out of danger and survival so this is a deeply rooted motivator

Social psychology

Mirror Neurons

Humans are built to mimic others and you automatically like others more when those others subconsciously mirror you

Watching someone else do something lights up the parts of our brain that would do it ourselves Itrsquos biological empathy

V S Ramachandranrsquos TED talk on mirror neurons

Strong amp Weak Social Ties

Humans have a limited ability to maintain strong social ties Research puts the maximum at around 150 ldquostrong tiesrdquo where you know each person and interact with them in physical environments

ldquoWeak tiesrdquo are more like the Twitter relationships you have with strangers You donrsquot get the same kind of benefit from these and establishing physical proximity to all would be overwhelming

httpwwwmicrosoftcomen-ustwcdefaultaspx

Four pillars

Security

Safety

Privacy

Accessibility

What is accessibility

Why care about security

What do you mean by safety

What do you mean by privacy

Achievements amp goals

Example

Xbox Live Achievements1

Achievements amp goals

Example

Foursquare Badges1

Achievements amp goals

Example

LinkedIn Profile Completion1

Real-time feedback

Provide feedback as close to the moment of action as possible to help users repeat positive actions

Sound effects animation and color are all methods of providing feedback

When successful feedback can actually cause the release of endorphins

2

Real-time feedback

Example

Fitbitrsquos ldquoflowerrdquo2

Real-time feedback

Example

Hybrid amp electric vehicles2

Real-time feedback

Example

Facebookrsquos ldquoLikerdquo Button2

Competition(Head-to-head)

Humans have been competing since the beginning Competition against known opponents is a powerful motivator

Users who are extrinsically motivated will respond to public leaderboards ldquomayorshipsrdquo and other recognition

3

Competition(Head-to-head)

ExampleFoursquare 3

Competition(Head-to-head)

ExampleDuolingo (Language Learning) 3

Competition(Anonymous)

Competition can even be a motivator when wersquod feel uncomfortable sharing our performance

Anonymous competition is used to motivate better spending habits home efficiency and more

3

Competition(Anonymous)

ExamplesMintcom and Hohm 3

Cooperation

Cooperation engenders unique feelings of fulfillment and accountability amongst users

By creating a team atmosphere users can complete more than the sum of their individual contributions Digital interactions become socially fulfilling

4

Cooperation

Example

Massively multiplayer games4

Cooperation

Example

Kiva microlending teams4

Immersion

Immersion is the art of removing artifacts that might distract or frustrate users

Immersion is difficult to encourage but when successful can aid in achieving ldquoflowrdquo (efficient uninterrupted work)

Immersion also tends to make users more forgiving when errors happen

5

DO understand what success

looks like

DONrsquoT reward bad behavior

By rewarding behaviors you do not want users to repeat you may accidentally associate that bad behavior with the good release of endorphins

DO invest time in fine tuning your

interactions

DONrsquoT penalize users for a long absence

Some games (eg Animal Crossing) will penalize players for each day they donrsquot interact with the game

Since life is unpredictable this may lead to your users avoiding your product if life keeps them away for too long

If you must reward the return ndash donrsquot penalize the absence

DO consider context when

choosing mechanics

DONrsquoT assume all users have the same motivation

Different game mechanics appeal to different types of people

Understand your users Are they motivated by mastery or impact Competition or collaboration

The companies that win distinguish themselves with the ldquohowrdquo of their features not the ldquowhatrdquo

ldquo100 Things Every Designer Should Know About Peoplerdquo

Psychology of motivation

The Psychology of Variable

Rewards

The Psychology of Variable

Rewards

The Psychology of Goals

The Psychology of Goals

The Psychology of Goals

Our brains prefer anticipation to the reward

Our brains are more stimulated when we anticipate a reward than when we receive it

Without the thrill of anticipation rats starve to death with food in front of them

Unpredictability drives motivation

Emails Tweets and texts are addicting largely because theyrsquore unpredictable

The unexpected delight of an incoming message buzz is just as stimulating as getting the message

Rewards are tricky

Once you pay someone to do something they will only want to do it for the reward

Unexpected rewards donrsquot have the same demotivating effect

Change happens in small increments

Want to get someone to build new habits Change their behaviors

Start smallhellip

and

Forgive lapses

Fewer competitors = more motivation

We talked about competition in Gamification but therersquos more going on

People like to compete but they also like to feel like they have a chance

Research shows competing against 10 competitors is fundamentally more motivating than 1000

Humans enjoy autonomy

Modern life involves many more self-directed actions than it did 10 20 or 50 years ago

Regardless of skill level humans innately enjoy being independent on some level as it gives total control

Our prehistoric ancestors equated control with staying out of danger and survival so this is a deeply rooted motivator

Social psychology

Mirror Neurons

Humans are built to mimic others and you automatically like others more when those others subconsciously mirror you

Watching someone else do something lights up the parts of our brain that would do it ourselves Itrsquos biological empathy

V S Ramachandranrsquos TED talk on mirror neurons

Strong amp Weak Social Ties

Humans have a limited ability to maintain strong social ties Research puts the maximum at around 150 ldquostrong tiesrdquo where you know each person and interact with them in physical environments

ldquoWeak tiesrdquo are more like the Twitter relationships you have with strangers You donrsquot get the same kind of benefit from these and establishing physical proximity to all would be overwhelming

httpwwwmicrosoftcomen-ustwcdefaultaspx

Four pillars

Security

Safety

Privacy

Accessibility

What is accessibility

Why care about security

What do you mean by safety

What do you mean by privacy

Achievements amp goals

Example

Foursquare Badges1

Achievements amp goals

Example

LinkedIn Profile Completion1

Real-time feedback

Provide feedback as close to the moment of action as possible to help users repeat positive actions

Sound effects animation and color are all methods of providing feedback

When successful feedback can actually cause the release of endorphins

2

Real-time feedback

Example

Fitbitrsquos ldquoflowerrdquo2

Real-time feedback

Example

Hybrid amp electric vehicles2

Real-time feedback

Example

Facebookrsquos ldquoLikerdquo Button2

Competition(Head-to-head)

Humans have been competing since the beginning Competition against known opponents is a powerful motivator

Users who are extrinsically motivated will respond to public leaderboards ldquomayorshipsrdquo and other recognition

3

Competition(Head-to-head)

ExampleFoursquare 3

Competition(Head-to-head)

ExampleDuolingo (Language Learning) 3

Competition(Anonymous)

Competition can even be a motivator when wersquod feel uncomfortable sharing our performance

Anonymous competition is used to motivate better spending habits home efficiency and more

3

Competition(Anonymous)

ExamplesMintcom and Hohm 3

Cooperation

Cooperation engenders unique feelings of fulfillment and accountability amongst users

By creating a team atmosphere users can complete more than the sum of their individual contributions Digital interactions become socially fulfilling

4

Cooperation

Example

Massively multiplayer games4

Cooperation

Example

Kiva microlending teams4

Immersion

Immersion is the art of removing artifacts that might distract or frustrate users

Immersion is difficult to encourage but when successful can aid in achieving ldquoflowrdquo (efficient uninterrupted work)

Immersion also tends to make users more forgiving when errors happen

5

DO understand what success

looks like

DONrsquoT reward bad behavior

By rewarding behaviors you do not want users to repeat you may accidentally associate that bad behavior with the good release of endorphins

DO invest time in fine tuning your

interactions

DONrsquoT penalize users for a long absence

Some games (eg Animal Crossing) will penalize players for each day they donrsquot interact with the game

Since life is unpredictable this may lead to your users avoiding your product if life keeps them away for too long

If you must reward the return ndash donrsquot penalize the absence

DO consider context when

choosing mechanics

DONrsquoT assume all users have the same motivation

Different game mechanics appeal to different types of people

Understand your users Are they motivated by mastery or impact Competition or collaboration

The companies that win distinguish themselves with the ldquohowrdquo of their features not the ldquowhatrdquo

ldquo100 Things Every Designer Should Know About Peoplerdquo

Psychology of motivation

The Psychology of Variable

Rewards

The Psychology of Variable

Rewards

The Psychology of Goals

The Psychology of Goals

The Psychology of Goals

Our brains prefer anticipation to the reward

Our brains are more stimulated when we anticipate a reward than when we receive it

Without the thrill of anticipation rats starve to death with food in front of them

Unpredictability drives motivation

Emails Tweets and texts are addicting largely because theyrsquore unpredictable

The unexpected delight of an incoming message buzz is just as stimulating as getting the message

Rewards are tricky

Once you pay someone to do something they will only want to do it for the reward

Unexpected rewards donrsquot have the same demotivating effect

Change happens in small increments

Want to get someone to build new habits Change their behaviors

Start smallhellip

and

Forgive lapses

Fewer competitors = more motivation

We talked about competition in Gamification but therersquos more going on

People like to compete but they also like to feel like they have a chance

Research shows competing against 10 competitors is fundamentally more motivating than 1000

Humans enjoy autonomy

Modern life involves many more self-directed actions than it did 10 20 or 50 years ago

Regardless of skill level humans innately enjoy being independent on some level as it gives total control

Our prehistoric ancestors equated control with staying out of danger and survival so this is a deeply rooted motivator

Social psychology

Mirror Neurons

Humans are built to mimic others and you automatically like others more when those others subconsciously mirror you

Watching someone else do something lights up the parts of our brain that would do it ourselves Itrsquos biological empathy

V S Ramachandranrsquos TED talk on mirror neurons

Strong amp Weak Social Ties

Humans have a limited ability to maintain strong social ties Research puts the maximum at around 150 ldquostrong tiesrdquo where you know each person and interact with them in physical environments

ldquoWeak tiesrdquo are more like the Twitter relationships you have with strangers You donrsquot get the same kind of benefit from these and establishing physical proximity to all would be overwhelming

httpwwwmicrosoftcomen-ustwcdefaultaspx

Four pillars

Security

Safety

Privacy

Accessibility

What is accessibility

Why care about security

What do you mean by safety

What do you mean by privacy

Achievements amp goals

Example

LinkedIn Profile Completion1

Real-time feedback

Provide feedback as close to the moment of action as possible to help users repeat positive actions

Sound effects animation and color are all methods of providing feedback

When successful feedback can actually cause the release of endorphins

2

Real-time feedback

Example

Fitbitrsquos ldquoflowerrdquo2

Real-time feedback

Example

Hybrid amp electric vehicles2

Real-time feedback

Example

Facebookrsquos ldquoLikerdquo Button2

Competition(Head-to-head)

Humans have been competing since the beginning Competition against known opponents is a powerful motivator

Users who are extrinsically motivated will respond to public leaderboards ldquomayorshipsrdquo and other recognition

3

Competition(Head-to-head)

ExampleFoursquare 3

Competition(Head-to-head)

ExampleDuolingo (Language Learning) 3

Competition(Anonymous)

Competition can even be a motivator when wersquod feel uncomfortable sharing our performance

Anonymous competition is used to motivate better spending habits home efficiency and more

3

Competition(Anonymous)

ExamplesMintcom and Hohm 3

Cooperation

Cooperation engenders unique feelings of fulfillment and accountability amongst users

By creating a team atmosphere users can complete more than the sum of their individual contributions Digital interactions become socially fulfilling

4

Cooperation

Example

Massively multiplayer games4

Cooperation

Example

Kiva microlending teams4

Immersion

Immersion is the art of removing artifacts that might distract or frustrate users

Immersion is difficult to encourage but when successful can aid in achieving ldquoflowrdquo (efficient uninterrupted work)

Immersion also tends to make users more forgiving when errors happen

5

DO understand what success

looks like

DONrsquoT reward bad behavior

By rewarding behaviors you do not want users to repeat you may accidentally associate that bad behavior with the good release of endorphins

DO invest time in fine tuning your

interactions

DONrsquoT penalize users for a long absence

Some games (eg Animal Crossing) will penalize players for each day they donrsquot interact with the game

Since life is unpredictable this may lead to your users avoiding your product if life keeps them away for too long

If you must reward the return ndash donrsquot penalize the absence

DO consider context when

choosing mechanics

DONrsquoT assume all users have the same motivation

Different game mechanics appeal to different types of people

Understand your users Are they motivated by mastery or impact Competition or collaboration

The companies that win distinguish themselves with the ldquohowrdquo of their features not the ldquowhatrdquo

ldquo100 Things Every Designer Should Know About Peoplerdquo

Psychology of motivation

The Psychology of Variable

Rewards

The Psychology of Variable

Rewards

The Psychology of Goals

The Psychology of Goals

The Psychology of Goals

Our brains prefer anticipation to the reward

Our brains are more stimulated when we anticipate a reward than when we receive it

Without the thrill of anticipation rats starve to death with food in front of them

Unpredictability drives motivation

Emails Tweets and texts are addicting largely because theyrsquore unpredictable

The unexpected delight of an incoming message buzz is just as stimulating as getting the message

Rewards are tricky

Once you pay someone to do something they will only want to do it for the reward

Unexpected rewards donrsquot have the same demotivating effect

Change happens in small increments

Want to get someone to build new habits Change their behaviors

Start smallhellip

and

Forgive lapses

Fewer competitors = more motivation

We talked about competition in Gamification but therersquos more going on

People like to compete but they also like to feel like they have a chance

Research shows competing against 10 competitors is fundamentally more motivating than 1000

Humans enjoy autonomy

Modern life involves many more self-directed actions than it did 10 20 or 50 years ago

Regardless of skill level humans innately enjoy being independent on some level as it gives total control

Our prehistoric ancestors equated control with staying out of danger and survival so this is a deeply rooted motivator

Social psychology

Mirror Neurons

Humans are built to mimic others and you automatically like others more when those others subconsciously mirror you

Watching someone else do something lights up the parts of our brain that would do it ourselves Itrsquos biological empathy

V S Ramachandranrsquos TED talk on mirror neurons

Strong amp Weak Social Ties

Humans have a limited ability to maintain strong social ties Research puts the maximum at around 150 ldquostrong tiesrdquo where you know each person and interact with them in physical environments

ldquoWeak tiesrdquo are more like the Twitter relationships you have with strangers You donrsquot get the same kind of benefit from these and establishing physical proximity to all would be overwhelming

httpwwwmicrosoftcomen-ustwcdefaultaspx

Four pillars

Security

Safety

Privacy

Accessibility

What is accessibility

Why care about security

What do you mean by safety

What do you mean by privacy

Real-time feedback

Provide feedback as close to the moment of action as possible to help users repeat positive actions

Sound effects animation and color are all methods of providing feedback

When successful feedback can actually cause the release of endorphins

2

Real-time feedback

Example

Fitbitrsquos ldquoflowerrdquo2

Real-time feedback

Example

Hybrid amp electric vehicles2

Real-time feedback

Example

Facebookrsquos ldquoLikerdquo Button2

Competition(Head-to-head)

Humans have been competing since the beginning Competition against known opponents is a powerful motivator

Users who are extrinsically motivated will respond to public leaderboards ldquomayorshipsrdquo and other recognition

3

Competition(Head-to-head)

ExampleFoursquare 3

Competition(Head-to-head)

ExampleDuolingo (Language Learning) 3

Competition(Anonymous)

Competition can even be a motivator when wersquod feel uncomfortable sharing our performance

Anonymous competition is used to motivate better spending habits home efficiency and more

3

Competition(Anonymous)

ExamplesMintcom and Hohm 3

Cooperation

Cooperation engenders unique feelings of fulfillment and accountability amongst users

By creating a team atmosphere users can complete more than the sum of their individual contributions Digital interactions become socially fulfilling

4

Cooperation

Example

Massively multiplayer games4

Cooperation

Example

Kiva microlending teams4

Immersion

Immersion is the art of removing artifacts that might distract or frustrate users

Immersion is difficult to encourage but when successful can aid in achieving ldquoflowrdquo (efficient uninterrupted work)

Immersion also tends to make users more forgiving when errors happen

5

DO understand what success

looks like

DONrsquoT reward bad behavior

By rewarding behaviors you do not want users to repeat you may accidentally associate that bad behavior with the good release of endorphins

DO invest time in fine tuning your

interactions

DONrsquoT penalize users for a long absence

Some games (eg Animal Crossing) will penalize players for each day they donrsquot interact with the game

Since life is unpredictable this may lead to your users avoiding your product if life keeps them away for too long

If you must reward the return ndash donrsquot penalize the absence

DO consider context when

choosing mechanics

DONrsquoT assume all users have the same motivation

Different game mechanics appeal to different types of people

Understand your users Are they motivated by mastery or impact Competition or collaboration

The companies that win distinguish themselves with the ldquohowrdquo of their features not the ldquowhatrdquo

ldquo100 Things Every Designer Should Know About Peoplerdquo

Psychology of motivation

The Psychology of Variable

Rewards

The Psychology of Variable

Rewards

The Psychology of Goals

The Psychology of Goals

The Psychology of Goals

Our brains prefer anticipation to the reward

Our brains are more stimulated when we anticipate a reward than when we receive it

Without the thrill of anticipation rats starve to death with food in front of them

Unpredictability drives motivation

Emails Tweets and texts are addicting largely because theyrsquore unpredictable

The unexpected delight of an incoming message buzz is just as stimulating as getting the message

Rewards are tricky

Once you pay someone to do something they will only want to do it for the reward

Unexpected rewards donrsquot have the same demotivating effect

Change happens in small increments

Want to get someone to build new habits Change their behaviors

Start smallhellip

and

Forgive lapses

Fewer competitors = more motivation

We talked about competition in Gamification but therersquos more going on

People like to compete but they also like to feel like they have a chance

Research shows competing against 10 competitors is fundamentally more motivating than 1000

Humans enjoy autonomy

Modern life involves many more self-directed actions than it did 10 20 or 50 years ago

Regardless of skill level humans innately enjoy being independent on some level as it gives total control

Our prehistoric ancestors equated control with staying out of danger and survival so this is a deeply rooted motivator

Social psychology

Mirror Neurons

Humans are built to mimic others and you automatically like others more when those others subconsciously mirror you

Watching someone else do something lights up the parts of our brain that would do it ourselves Itrsquos biological empathy

V S Ramachandranrsquos TED talk on mirror neurons

Strong amp Weak Social Ties

Humans have a limited ability to maintain strong social ties Research puts the maximum at around 150 ldquostrong tiesrdquo where you know each person and interact with them in physical environments

ldquoWeak tiesrdquo are more like the Twitter relationships you have with strangers You donrsquot get the same kind of benefit from these and establishing physical proximity to all would be overwhelming

httpwwwmicrosoftcomen-ustwcdefaultaspx

Four pillars

Security

Safety

Privacy

Accessibility

What is accessibility

Why care about security

What do you mean by safety

What do you mean by privacy

Real-time feedback

Example

Fitbitrsquos ldquoflowerrdquo2

Real-time feedback

Example

Hybrid amp electric vehicles2

Real-time feedback

Example

Facebookrsquos ldquoLikerdquo Button2

Competition(Head-to-head)

Humans have been competing since the beginning Competition against known opponents is a powerful motivator

Users who are extrinsically motivated will respond to public leaderboards ldquomayorshipsrdquo and other recognition

3

Competition(Head-to-head)

ExampleFoursquare 3

Competition(Head-to-head)

ExampleDuolingo (Language Learning) 3

Competition(Anonymous)

Competition can even be a motivator when wersquod feel uncomfortable sharing our performance

Anonymous competition is used to motivate better spending habits home efficiency and more

3

Competition(Anonymous)

ExamplesMintcom and Hohm 3

Cooperation

Cooperation engenders unique feelings of fulfillment and accountability amongst users

By creating a team atmosphere users can complete more than the sum of their individual contributions Digital interactions become socially fulfilling

4

Cooperation

Example

Massively multiplayer games4

Cooperation

Example

Kiva microlending teams4

Immersion

Immersion is the art of removing artifacts that might distract or frustrate users

Immersion is difficult to encourage but when successful can aid in achieving ldquoflowrdquo (efficient uninterrupted work)

Immersion also tends to make users more forgiving when errors happen

5

DO understand what success

looks like

DONrsquoT reward bad behavior

By rewarding behaviors you do not want users to repeat you may accidentally associate that bad behavior with the good release of endorphins

DO invest time in fine tuning your

interactions

DONrsquoT penalize users for a long absence

Some games (eg Animal Crossing) will penalize players for each day they donrsquot interact with the game

Since life is unpredictable this may lead to your users avoiding your product if life keeps them away for too long

If you must reward the return ndash donrsquot penalize the absence

DO consider context when

choosing mechanics

DONrsquoT assume all users have the same motivation

Different game mechanics appeal to different types of people

Understand your users Are they motivated by mastery or impact Competition or collaboration

The companies that win distinguish themselves with the ldquohowrdquo of their features not the ldquowhatrdquo

ldquo100 Things Every Designer Should Know About Peoplerdquo

Psychology of motivation

The Psychology of Variable

Rewards

The Psychology of Variable

Rewards

The Psychology of Goals

The Psychology of Goals

The Psychology of Goals

Our brains prefer anticipation to the reward

Our brains are more stimulated when we anticipate a reward than when we receive it

Without the thrill of anticipation rats starve to death with food in front of them

Unpredictability drives motivation

Emails Tweets and texts are addicting largely because theyrsquore unpredictable

The unexpected delight of an incoming message buzz is just as stimulating as getting the message

Rewards are tricky

Once you pay someone to do something they will only want to do it for the reward

Unexpected rewards donrsquot have the same demotivating effect

Change happens in small increments

Want to get someone to build new habits Change their behaviors

Start smallhellip

and

Forgive lapses

Fewer competitors = more motivation

We talked about competition in Gamification but therersquos more going on

People like to compete but they also like to feel like they have a chance

Research shows competing against 10 competitors is fundamentally more motivating than 1000

Humans enjoy autonomy

Modern life involves many more self-directed actions than it did 10 20 or 50 years ago

Regardless of skill level humans innately enjoy being independent on some level as it gives total control

Our prehistoric ancestors equated control with staying out of danger and survival so this is a deeply rooted motivator

Social psychology

Mirror Neurons

Humans are built to mimic others and you automatically like others more when those others subconsciously mirror you

Watching someone else do something lights up the parts of our brain that would do it ourselves Itrsquos biological empathy

V S Ramachandranrsquos TED talk on mirror neurons

Strong amp Weak Social Ties

Humans have a limited ability to maintain strong social ties Research puts the maximum at around 150 ldquostrong tiesrdquo where you know each person and interact with them in physical environments

ldquoWeak tiesrdquo are more like the Twitter relationships you have with strangers You donrsquot get the same kind of benefit from these and establishing physical proximity to all would be overwhelming

httpwwwmicrosoftcomen-ustwcdefaultaspx

Four pillars

Security

Safety

Privacy

Accessibility

What is accessibility

Why care about security

What do you mean by safety

What do you mean by privacy

Real-time feedback

Example

Hybrid amp electric vehicles2

Real-time feedback

Example

Facebookrsquos ldquoLikerdquo Button2

Competition(Head-to-head)

Humans have been competing since the beginning Competition against known opponents is a powerful motivator

Users who are extrinsically motivated will respond to public leaderboards ldquomayorshipsrdquo and other recognition

3

Competition(Head-to-head)

ExampleFoursquare 3

Competition(Head-to-head)

ExampleDuolingo (Language Learning) 3

Competition(Anonymous)

Competition can even be a motivator when wersquod feel uncomfortable sharing our performance

Anonymous competition is used to motivate better spending habits home efficiency and more

3

Competition(Anonymous)

ExamplesMintcom and Hohm 3

Cooperation

Cooperation engenders unique feelings of fulfillment and accountability amongst users

By creating a team atmosphere users can complete more than the sum of their individual contributions Digital interactions become socially fulfilling

4

Cooperation

Example

Massively multiplayer games4

Cooperation

Example

Kiva microlending teams4

Immersion

Immersion is the art of removing artifacts that might distract or frustrate users

Immersion is difficult to encourage but when successful can aid in achieving ldquoflowrdquo (efficient uninterrupted work)

Immersion also tends to make users more forgiving when errors happen

5

DO understand what success

looks like

DONrsquoT reward bad behavior

By rewarding behaviors you do not want users to repeat you may accidentally associate that bad behavior with the good release of endorphins

DO invest time in fine tuning your

interactions

DONrsquoT penalize users for a long absence

Some games (eg Animal Crossing) will penalize players for each day they donrsquot interact with the game

Since life is unpredictable this may lead to your users avoiding your product if life keeps them away for too long

If you must reward the return ndash donrsquot penalize the absence

DO consider context when

choosing mechanics

DONrsquoT assume all users have the same motivation

Different game mechanics appeal to different types of people

Understand your users Are they motivated by mastery or impact Competition or collaboration

The companies that win distinguish themselves with the ldquohowrdquo of their features not the ldquowhatrdquo

ldquo100 Things Every Designer Should Know About Peoplerdquo

Psychology of motivation

The Psychology of Variable

Rewards

The Psychology of Variable

Rewards

The Psychology of Goals

The Psychology of Goals

The Psychology of Goals

Our brains prefer anticipation to the reward

Our brains are more stimulated when we anticipate a reward than when we receive it

Without the thrill of anticipation rats starve to death with food in front of them

Unpredictability drives motivation

Emails Tweets and texts are addicting largely because theyrsquore unpredictable

The unexpected delight of an incoming message buzz is just as stimulating as getting the message

Rewards are tricky

Once you pay someone to do something they will only want to do it for the reward

Unexpected rewards donrsquot have the same demotivating effect

Change happens in small increments

Want to get someone to build new habits Change their behaviors

Start smallhellip

and

Forgive lapses

Fewer competitors = more motivation

We talked about competition in Gamification but therersquos more going on

People like to compete but they also like to feel like they have a chance

Research shows competing against 10 competitors is fundamentally more motivating than 1000

Humans enjoy autonomy

Modern life involves many more self-directed actions than it did 10 20 or 50 years ago

Regardless of skill level humans innately enjoy being independent on some level as it gives total control

Our prehistoric ancestors equated control with staying out of danger and survival so this is a deeply rooted motivator

Social psychology

Mirror Neurons

Humans are built to mimic others and you automatically like others more when those others subconsciously mirror you

Watching someone else do something lights up the parts of our brain that would do it ourselves Itrsquos biological empathy

V S Ramachandranrsquos TED talk on mirror neurons

Strong amp Weak Social Ties

Humans have a limited ability to maintain strong social ties Research puts the maximum at around 150 ldquostrong tiesrdquo where you know each person and interact with them in physical environments

ldquoWeak tiesrdquo are more like the Twitter relationships you have with strangers You donrsquot get the same kind of benefit from these and establishing physical proximity to all would be overwhelming

httpwwwmicrosoftcomen-ustwcdefaultaspx

Four pillars

Security

Safety

Privacy

Accessibility

What is accessibility

Why care about security

What do you mean by safety

What do you mean by privacy

Real-time feedback

Example

Facebookrsquos ldquoLikerdquo Button2

Competition(Head-to-head)

Humans have been competing since the beginning Competition against known opponents is a powerful motivator

Users who are extrinsically motivated will respond to public leaderboards ldquomayorshipsrdquo and other recognition

3

Competition(Head-to-head)

ExampleFoursquare 3

Competition(Head-to-head)

ExampleDuolingo (Language Learning) 3

Competition(Anonymous)

Competition can even be a motivator when wersquod feel uncomfortable sharing our performance

Anonymous competition is used to motivate better spending habits home efficiency and more

3

Competition(Anonymous)

ExamplesMintcom and Hohm 3

Cooperation

Cooperation engenders unique feelings of fulfillment and accountability amongst users

By creating a team atmosphere users can complete more than the sum of their individual contributions Digital interactions become socially fulfilling

4

Cooperation

Example

Massively multiplayer games4

Cooperation

Example

Kiva microlending teams4

Immersion

Immersion is the art of removing artifacts that might distract or frustrate users

Immersion is difficult to encourage but when successful can aid in achieving ldquoflowrdquo (efficient uninterrupted work)

Immersion also tends to make users more forgiving when errors happen

5

DO understand what success

looks like

DONrsquoT reward bad behavior

By rewarding behaviors you do not want users to repeat you may accidentally associate that bad behavior with the good release of endorphins

DO invest time in fine tuning your

interactions

DONrsquoT penalize users for a long absence

Some games (eg Animal Crossing) will penalize players for each day they donrsquot interact with the game

Since life is unpredictable this may lead to your users avoiding your product if life keeps them away for too long

If you must reward the return ndash donrsquot penalize the absence

DO consider context when

choosing mechanics

DONrsquoT assume all users have the same motivation

Different game mechanics appeal to different types of people

Understand your users Are they motivated by mastery or impact Competition or collaboration

The companies that win distinguish themselves with the ldquohowrdquo of their features not the ldquowhatrdquo

ldquo100 Things Every Designer Should Know About Peoplerdquo

Psychology of motivation

The Psychology of Variable

Rewards

The Psychology of Variable

Rewards

The Psychology of Goals

The Psychology of Goals

The Psychology of Goals

Our brains prefer anticipation to the reward

Our brains are more stimulated when we anticipate a reward than when we receive it

Without the thrill of anticipation rats starve to death with food in front of them

Unpredictability drives motivation

Emails Tweets and texts are addicting largely because theyrsquore unpredictable

The unexpected delight of an incoming message buzz is just as stimulating as getting the message

Rewards are tricky

Once you pay someone to do something they will only want to do it for the reward

Unexpected rewards donrsquot have the same demotivating effect

Change happens in small increments

Want to get someone to build new habits Change their behaviors

Start smallhellip

and

Forgive lapses

Fewer competitors = more motivation

We talked about competition in Gamification but therersquos more going on

People like to compete but they also like to feel like they have a chance

Research shows competing against 10 competitors is fundamentally more motivating than 1000

Humans enjoy autonomy

Modern life involves many more self-directed actions than it did 10 20 or 50 years ago

Regardless of skill level humans innately enjoy being independent on some level as it gives total control

Our prehistoric ancestors equated control with staying out of danger and survival so this is a deeply rooted motivator

Social psychology

Mirror Neurons

Humans are built to mimic others and you automatically like others more when those others subconsciously mirror you

Watching someone else do something lights up the parts of our brain that would do it ourselves Itrsquos biological empathy

V S Ramachandranrsquos TED talk on mirror neurons

Strong amp Weak Social Ties

Humans have a limited ability to maintain strong social ties Research puts the maximum at around 150 ldquostrong tiesrdquo where you know each person and interact with them in physical environments

ldquoWeak tiesrdquo are more like the Twitter relationships you have with strangers You donrsquot get the same kind of benefit from these and establishing physical proximity to all would be overwhelming

httpwwwmicrosoftcomen-ustwcdefaultaspx

Four pillars

Security

Safety

Privacy

Accessibility

What is accessibility

Why care about security

What do you mean by safety

What do you mean by privacy

Competition(Head-to-head)

Humans have been competing since the beginning Competition against known opponents is a powerful motivator

Users who are extrinsically motivated will respond to public leaderboards ldquomayorshipsrdquo and other recognition

3

Competition(Head-to-head)

ExampleFoursquare 3

Competition(Head-to-head)

ExampleDuolingo (Language Learning) 3

Competition(Anonymous)

Competition can even be a motivator when wersquod feel uncomfortable sharing our performance

Anonymous competition is used to motivate better spending habits home efficiency and more

3

Competition(Anonymous)

ExamplesMintcom and Hohm 3

Cooperation

Cooperation engenders unique feelings of fulfillment and accountability amongst users

By creating a team atmosphere users can complete more than the sum of their individual contributions Digital interactions become socially fulfilling

4

Cooperation

Example

Massively multiplayer games4

Cooperation

Example

Kiva microlending teams4

Immersion

Immersion is the art of removing artifacts that might distract or frustrate users

Immersion is difficult to encourage but when successful can aid in achieving ldquoflowrdquo (efficient uninterrupted work)

Immersion also tends to make users more forgiving when errors happen

5

DO understand what success

looks like

DONrsquoT reward bad behavior

By rewarding behaviors you do not want users to repeat you may accidentally associate that bad behavior with the good release of endorphins

DO invest time in fine tuning your

interactions

DONrsquoT penalize users for a long absence

Some games (eg Animal Crossing) will penalize players for each day they donrsquot interact with the game

Since life is unpredictable this may lead to your users avoiding your product if life keeps them away for too long

If you must reward the return ndash donrsquot penalize the absence

DO consider context when

choosing mechanics

DONrsquoT assume all users have the same motivation

Different game mechanics appeal to different types of people

Understand your users Are they motivated by mastery or impact Competition or collaboration

The companies that win distinguish themselves with the ldquohowrdquo of their features not the ldquowhatrdquo

ldquo100 Things Every Designer Should Know About Peoplerdquo

Psychology of motivation

The Psychology of Variable

Rewards

The Psychology of Variable

Rewards

The Psychology of Goals

The Psychology of Goals

The Psychology of Goals

Our brains prefer anticipation to the reward

Our brains are more stimulated when we anticipate a reward than when we receive it

Without the thrill of anticipation rats starve to death with food in front of them

Unpredictability drives motivation

Emails Tweets and texts are addicting largely because theyrsquore unpredictable

The unexpected delight of an incoming message buzz is just as stimulating as getting the message

Rewards are tricky

Once you pay someone to do something they will only want to do it for the reward

Unexpected rewards donrsquot have the same demotivating effect

Change happens in small increments

Want to get someone to build new habits Change their behaviors

Start smallhellip

and

Forgive lapses

Fewer competitors = more motivation

We talked about competition in Gamification but therersquos more going on

People like to compete but they also like to feel like they have a chance

Research shows competing against 10 competitors is fundamentally more motivating than 1000

Humans enjoy autonomy

Modern life involves many more self-directed actions than it did 10 20 or 50 years ago

Regardless of skill level humans innately enjoy being independent on some level as it gives total control

Our prehistoric ancestors equated control with staying out of danger and survival so this is a deeply rooted motivator

Social psychology

Mirror Neurons

Humans are built to mimic others and you automatically like others more when those others subconsciously mirror you

Watching someone else do something lights up the parts of our brain that would do it ourselves Itrsquos biological empathy

V S Ramachandranrsquos TED talk on mirror neurons

Strong amp Weak Social Ties

Humans have a limited ability to maintain strong social ties Research puts the maximum at around 150 ldquostrong tiesrdquo where you know each person and interact with them in physical environments

ldquoWeak tiesrdquo are more like the Twitter relationships you have with strangers You donrsquot get the same kind of benefit from these and establishing physical proximity to all would be overwhelming

httpwwwmicrosoftcomen-ustwcdefaultaspx

Four pillars

Security

Safety

Privacy

Accessibility

What is accessibility

Why care about security

What do you mean by safety

What do you mean by privacy

Competition(Head-to-head)

ExampleFoursquare 3

Competition(Head-to-head)

ExampleDuolingo (Language Learning) 3

Competition(Anonymous)

Competition can even be a motivator when wersquod feel uncomfortable sharing our performance

Anonymous competition is used to motivate better spending habits home efficiency and more

3

Competition(Anonymous)

ExamplesMintcom and Hohm 3

Cooperation

Cooperation engenders unique feelings of fulfillment and accountability amongst users

By creating a team atmosphere users can complete more than the sum of their individual contributions Digital interactions become socially fulfilling

4

Cooperation

Example

Massively multiplayer games4

Cooperation

Example

Kiva microlending teams4

Immersion

Immersion is the art of removing artifacts that might distract or frustrate users

Immersion is difficult to encourage but when successful can aid in achieving ldquoflowrdquo (efficient uninterrupted work)

Immersion also tends to make users more forgiving when errors happen

5

DO understand what success

looks like

DONrsquoT reward bad behavior

By rewarding behaviors you do not want users to repeat you may accidentally associate that bad behavior with the good release of endorphins

DO invest time in fine tuning your

interactions

DONrsquoT penalize users for a long absence

Some games (eg Animal Crossing) will penalize players for each day they donrsquot interact with the game

Since life is unpredictable this may lead to your users avoiding your product if life keeps them away for too long

If you must reward the return ndash donrsquot penalize the absence

DO consider context when

choosing mechanics

DONrsquoT assume all users have the same motivation

Different game mechanics appeal to different types of people

Understand your users Are they motivated by mastery or impact Competition or collaboration

The companies that win distinguish themselves with the ldquohowrdquo of their features not the ldquowhatrdquo

ldquo100 Things Every Designer Should Know About Peoplerdquo

Psychology of motivation

The Psychology of Variable

Rewards

The Psychology of Variable

Rewards

The Psychology of Goals

The Psychology of Goals

The Psychology of Goals

Our brains prefer anticipation to the reward

Our brains are more stimulated when we anticipate a reward than when we receive it

Without the thrill of anticipation rats starve to death with food in front of them

Unpredictability drives motivation

Emails Tweets and texts are addicting largely because theyrsquore unpredictable

The unexpected delight of an incoming message buzz is just as stimulating as getting the message

Rewards are tricky

Once you pay someone to do something they will only want to do it for the reward

Unexpected rewards donrsquot have the same demotivating effect

Change happens in small increments

Want to get someone to build new habits Change their behaviors

Start smallhellip

and

Forgive lapses

Fewer competitors = more motivation

We talked about competition in Gamification but therersquos more going on

People like to compete but they also like to feel like they have a chance

Research shows competing against 10 competitors is fundamentally more motivating than 1000

Humans enjoy autonomy

Modern life involves many more self-directed actions than it did 10 20 or 50 years ago

Regardless of skill level humans innately enjoy being independent on some level as it gives total control

Our prehistoric ancestors equated control with staying out of danger and survival so this is a deeply rooted motivator

Social psychology

Mirror Neurons

Humans are built to mimic others and you automatically like others more when those others subconsciously mirror you

Watching someone else do something lights up the parts of our brain that would do it ourselves Itrsquos biological empathy

V S Ramachandranrsquos TED talk on mirror neurons

Strong amp Weak Social Ties

Humans have a limited ability to maintain strong social ties Research puts the maximum at around 150 ldquostrong tiesrdquo where you know each person and interact with them in physical environments

ldquoWeak tiesrdquo are more like the Twitter relationships you have with strangers You donrsquot get the same kind of benefit from these and establishing physical proximity to all would be overwhelming

httpwwwmicrosoftcomen-ustwcdefaultaspx

Four pillars

Security

Safety

Privacy

Accessibility

What is accessibility

Why care about security

What do you mean by safety

What do you mean by privacy

Competition(Head-to-head)

ExampleDuolingo (Language Learning) 3

Competition(Anonymous)

Competition can even be a motivator when wersquod feel uncomfortable sharing our performance

Anonymous competition is used to motivate better spending habits home efficiency and more

3

Competition(Anonymous)

ExamplesMintcom and Hohm 3

Cooperation

Cooperation engenders unique feelings of fulfillment and accountability amongst users

By creating a team atmosphere users can complete more than the sum of their individual contributions Digital interactions become socially fulfilling

4

Cooperation

Example

Massively multiplayer games4

Cooperation

Example

Kiva microlending teams4

Immersion

Immersion is the art of removing artifacts that might distract or frustrate users

Immersion is difficult to encourage but when successful can aid in achieving ldquoflowrdquo (efficient uninterrupted work)

Immersion also tends to make users more forgiving when errors happen

5

DO understand what success

looks like

DONrsquoT reward bad behavior

By rewarding behaviors you do not want users to repeat you may accidentally associate that bad behavior with the good release of endorphins

DO invest time in fine tuning your

interactions

DONrsquoT penalize users for a long absence

Some games (eg Animal Crossing) will penalize players for each day they donrsquot interact with the game

Since life is unpredictable this may lead to your users avoiding your product if life keeps them away for too long

If you must reward the return ndash donrsquot penalize the absence

DO consider context when

choosing mechanics

DONrsquoT assume all users have the same motivation

Different game mechanics appeal to different types of people

Understand your users Are they motivated by mastery or impact Competition or collaboration

The companies that win distinguish themselves with the ldquohowrdquo of their features not the ldquowhatrdquo

ldquo100 Things Every Designer Should Know About Peoplerdquo

Psychology of motivation

The Psychology of Variable

Rewards

The Psychology of Variable

Rewards

The Psychology of Goals

The Psychology of Goals

The Psychology of Goals

Our brains prefer anticipation to the reward

Our brains are more stimulated when we anticipate a reward than when we receive it

Without the thrill of anticipation rats starve to death with food in front of them

Unpredictability drives motivation

Emails Tweets and texts are addicting largely because theyrsquore unpredictable

The unexpected delight of an incoming message buzz is just as stimulating as getting the message

Rewards are tricky

Once you pay someone to do something they will only want to do it for the reward

Unexpected rewards donrsquot have the same demotivating effect

Change happens in small increments

Want to get someone to build new habits Change their behaviors

Start smallhellip

and

Forgive lapses

Fewer competitors = more motivation

We talked about competition in Gamification but therersquos more going on

People like to compete but they also like to feel like they have a chance

Research shows competing against 10 competitors is fundamentally more motivating than 1000

Humans enjoy autonomy

Modern life involves many more self-directed actions than it did 10 20 or 50 years ago

Regardless of skill level humans innately enjoy being independent on some level as it gives total control

Our prehistoric ancestors equated control with staying out of danger and survival so this is a deeply rooted motivator

Social psychology

Mirror Neurons

Humans are built to mimic others and you automatically like others more when those others subconsciously mirror you

Watching someone else do something lights up the parts of our brain that would do it ourselves Itrsquos biological empathy

V S Ramachandranrsquos TED talk on mirror neurons

Strong amp Weak Social Ties

Humans have a limited ability to maintain strong social ties Research puts the maximum at around 150 ldquostrong tiesrdquo where you know each person and interact with them in physical environments

ldquoWeak tiesrdquo are more like the Twitter relationships you have with strangers You donrsquot get the same kind of benefit from these and establishing physical proximity to all would be overwhelming

httpwwwmicrosoftcomen-ustwcdefaultaspx

Four pillars

Security

Safety

Privacy

Accessibility

What is accessibility

Why care about security

What do you mean by safety

What do you mean by privacy

Competition(Anonymous)

Competition can even be a motivator when wersquod feel uncomfortable sharing our performance

Anonymous competition is used to motivate better spending habits home efficiency and more

3

Competition(Anonymous)

ExamplesMintcom and Hohm 3

Cooperation

Cooperation engenders unique feelings of fulfillment and accountability amongst users

By creating a team atmosphere users can complete more than the sum of their individual contributions Digital interactions become socially fulfilling

4

Cooperation

Example

Massively multiplayer games4

Cooperation

Example

Kiva microlending teams4

Immersion

Immersion is the art of removing artifacts that might distract or frustrate users

Immersion is difficult to encourage but when successful can aid in achieving ldquoflowrdquo (efficient uninterrupted work)

Immersion also tends to make users more forgiving when errors happen

5

DO understand what success

looks like

DONrsquoT reward bad behavior

By rewarding behaviors you do not want users to repeat you may accidentally associate that bad behavior with the good release of endorphins

DO invest time in fine tuning your

interactions

DONrsquoT penalize users for a long absence

Some games (eg Animal Crossing) will penalize players for each day they donrsquot interact with the game

Since life is unpredictable this may lead to your users avoiding your product if life keeps them away for too long

If you must reward the return ndash donrsquot penalize the absence

DO consider context when

choosing mechanics

DONrsquoT assume all users have the same motivation

Different game mechanics appeal to different types of people

Understand your users Are they motivated by mastery or impact Competition or collaboration

The companies that win distinguish themselves with the ldquohowrdquo of their features not the ldquowhatrdquo

ldquo100 Things Every Designer Should Know About Peoplerdquo

Psychology of motivation

The Psychology of Variable

Rewards

The Psychology of Variable

Rewards

The Psychology of Goals

The Psychology of Goals

The Psychology of Goals

Our brains prefer anticipation to the reward

Our brains are more stimulated when we anticipate a reward than when we receive it

Without the thrill of anticipation rats starve to death with food in front of them

Unpredictability drives motivation

Emails Tweets and texts are addicting largely because theyrsquore unpredictable

The unexpected delight of an incoming message buzz is just as stimulating as getting the message

Rewards are tricky

Once you pay someone to do something they will only want to do it for the reward

Unexpected rewards donrsquot have the same demotivating effect

Change happens in small increments

Want to get someone to build new habits Change their behaviors

Start smallhellip

and

Forgive lapses

Fewer competitors = more motivation

We talked about competition in Gamification but therersquos more going on

People like to compete but they also like to feel like they have a chance

Research shows competing against 10 competitors is fundamentally more motivating than 1000

Humans enjoy autonomy

Modern life involves many more self-directed actions than it did 10 20 or 50 years ago

Regardless of skill level humans innately enjoy being independent on some level as it gives total control

Our prehistoric ancestors equated control with staying out of danger and survival so this is a deeply rooted motivator

Social psychology

Mirror Neurons

Humans are built to mimic others and you automatically like others more when those others subconsciously mirror you

Watching someone else do something lights up the parts of our brain that would do it ourselves Itrsquos biological empathy

V S Ramachandranrsquos TED talk on mirror neurons

Strong amp Weak Social Ties

Humans have a limited ability to maintain strong social ties Research puts the maximum at around 150 ldquostrong tiesrdquo where you know each person and interact with them in physical environments

ldquoWeak tiesrdquo are more like the Twitter relationships you have with strangers You donrsquot get the same kind of benefit from these and establishing physical proximity to all would be overwhelming

httpwwwmicrosoftcomen-ustwcdefaultaspx

Four pillars

Security

Safety

Privacy

Accessibility

What is accessibility

Why care about security

What do you mean by safety

What do you mean by privacy

Competition(Anonymous)

ExamplesMintcom and Hohm 3

Cooperation

Cooperation engenders unique feelings of fulfillment and accountability amongst users

By creating a team atmosphere users can complete more than the sum of their individual contributions Digital interactions become socially fulfilling

4

Cooperation

Example

Massively multiplayer games4

Cooperation

Example

Kiva microlending teams4

Immersion

Immersion is the art of removing artifacts that might distract or frustrate users

Immersion is difficult to encourage but when successful can aid in achieving ldquoflowrdquo (efficient uninterrupted work)

Immersion also tends to make users more forgiving when errors happen

5

DO understand what success

looks like

DONrsquoT reward bad behavior

By rewarding behaviors you do not want users to repeat you may accidentally associate that bad behavior with the good release of endorphins

DO invest time in fine tuning your

interactions

DONrsquoT penalize users for a long absence

Some games (eg Animal Crossing) will penalize players for each day they donrsquot interact with the game

Since life is unpredictable this may lead to your users avoiding your product if life keeps them away for too long

If you must reward the return ndash donrsquot penalize the absence

DO consider context when

choosing mechanics

DONrsquoT assume all users have the same motivation

Different game mechanics appeal to different types of people

Understand your users Are they motivated by mastery or impact Competition or collaboration

The companies that win distinguish themselves with the ldquohowrdquo of their features not the ldquowhatrdquo

ldquo100 Things Every Designer Should Know About Peoplerdquo

Psychology of motivation

The Psychology of Variable

Rewards

The Psychology of Variable

Rewards

The Psychology of Goals

The Psychology of Goals

The Psychology of Goals

Our brains prefer anticipation to the reward

Our brains are more stimulated when we anticipate a reward than when we receive it

Without the thrill of anticipation rats starve to death with food in front of them

Unpredictability drives motivation

Emails Tweets and texts are addicting largely because theyrsquore unpredictable

The unexpected delight of an incoming message buzz is just as stimulating as getting the message

Rewards are tricky

Once you pay someone to do something they will only want to do it for the reward

Unexpected rewards donrsquot have the same demotivating effect

Change happens in small increments

Want to get someone to build new habits Change their behaviors

Start smallhellip

and

Forgive lapses

Fewer competitors = more motivation

We talked about competition in Gamification but therersquos more going on

People like to compete but they also like to feel like they have a chance

Research shows competing against 10 competitors is fundamentally more motivating than 1000

Humans enjoy autonomy

Modern life involves many more self-directed actions than it did 10 20 or 50 years ago

Regardless of skill level humans innately enjoy being independent on some level as it gives total control

Our prehistoric ancestors equated control with staying out of danger and survival so this is a deeply rooted motivator

Social psychology

Mirror Neurons

Humans are built to mimic others and you automatically like others more when those others subconsciously mirror you

Watching someone else do something lights up the parts of our brain that would do it ourselves Itrsquos biological empathy

V S Ramachandranrsquos TED talk on mirror neurons

Strong amp Weak Social Ties

Humans have a limited ability to maintain strong social ties Research puts the maximum at around 150 ldquostrong tiesrdquo where you know each person and interact with them in physical environments

ldquoWeak tiesrdquo are more like the Twitter relationships you have with strangers You donrsquot get the same kind of benefit from these and establishing physical proximity to all would be overwhelming

httpwwwmicrosoftcomen-ustwcdefaultaspx

Four pillars

Security

Safety

Privacy

Accessibility

What is accessibility

Why care about security

What do you mean by safety

What do you mean by privacy

Cooperation

Cooperation engenders unique feelings of fulfillment and accountability amongst users

By creating a team atmosphere users can complete more than the sum of their individual contributions Digital interactions become socially fulfilling

4

Cooperation

Example

Massively multiplayer games4

Cooperation

Example

Kiva microlending teams4

Immersion

Immersion is the art of removing artifacts that might distract or frustrate users

Immersion is difficult to encourage but when successful can aid in achieving ldquoflowrdquo (efficient uninterrupted work)

Immersion also tends to make users more forgiving when errors happen

5

DO understand what success

looks like

DONrsquoT reward bad behavior

By rewarding behaviors you do not want users to repeat you may accidentally associate that bad behavior with the good release of endorphins

DO invest time in fine tuning your

interactions

DONrsquoT penalize users for a long absence

Some games (eg Animal Crossing) will penalize players for each day they donrsquot interact with the game

Since life is unpredictable this may lead to your users avoiding your product if life keeps them away for too long

If you must reward the return ndash donrsquot penalize the absence

DO consider context when

choosing mechanics

DONrsquoT assume all users have the same motivation

Different game mechanics appeal to different types of people

Understand your users Are they motivated by mastery or impact Competition or collaboration

The companies that win distinguish themselves with the ldquohowrdquo of their features not the ldquowhatrdquo

ldquo100 Things Every Designer Should Know About Peoplerdquo

Psychology of motivation

The Psychology of Variable

Rewards

The Psychology of Variable

Rewards

The Psychology of Goals

The Psychology of Goals

The Psychology of Goals

Our brains prefer anticipation to the reward

Our brains are more stimulated when we anticipate a reward than when we receive it

Without the thrill of anticipation rats starve to death with food in front of them

Unpredictability drives motivation

Emails Tweets and texts are addicting largely because theyrsquore unpredictable

The unexpected delight of an incoming message buzz is just as stimulating as getting the message

Rewards are tricky

Once you pay someone to do something they will only want to do it for the reward

Unexpected rewards donrsquot have the same demotivating effect

Change happens in small increments

Want to get someone to build new habits Change their behaviors

Start smallhellip

and

Forgive lapses

Fewer competitors = more motivation

We talked about competition in Gamification but therersquos more going on

People like to compete but they also like to feel like they have a chance

Research shows competing against 10 competitors is fundamentally more motivating than 1000

Humans enjoy autonomy

Modern life involves many more self-directed actions than it did 10 20 or 50 years ago

Regardless of skill level humans innately enjoy being independent on some level as it gives total control

Our prehistoric ancestors equated control with staying out of danger and survival so this is a deeply rooted motivator

Social psychology

Mirror Neurons

Humans are built to mimic others and you automatically like others more when those others subconsciously mirror you

Watching someone else do something lights up the parts of our brain that would do it ourselves Itrsquos biological empathy

V S Ramachandranrsquos TED talk on mirror neurons

Strong amp Weak Social Ties

Humans have a limited ability to maintain strong social ties Research puts the maximum at around 150 ldquostrong tiesrdquo where you know each person and interact with them in physical environments

ldquoWeak tiesrdquo are more like the Twitter relationships you have with strangers You donrsquot get the same kind of benefit from these and establishing physical proximity to all would be overwhelming

httpwwwmicrosoftcomen-ustwcdefaultaspx

Four pillars

Security

Safety

Privacy

Accessibility

What is accessibility

Why care about security

What do you mean by safety

What do you mean by privacy

Cooperation

Example

Massively multiplayer games4

Cooperation

Example

Kiva microlending teams4

Immersion

Immersion is the art of removing artifacts that might distract or frustrate users

Immersion is difficult to encourage but when successful can aid in achieving ldquoflowrdquo (efficient uninterrupted work)

Immersion also tends to make users more forgiving when errors happen

5

DO understand what success

looks like

DONrsquoT reward bad behavior

By rewarding behaviors you do not want users to repeat you may accidentally associate that bad behavior with the good release of endorphins

DO invest time in fine tuning your

interactions

DONrsquoT penalize users for a long absence

Some games (eg Animal Crossing) will penalize players for each day they donrsquot interact with the game

Since life is unpredictable this may lead to your users avoiding your product if life keeps them away for too long

If you must reward the return ndash donrsquot penalize the absence

DO consider context when

choosing mechanics

DONrsquoT assume all users have the same motivation

Different game mechanics appeal to different types of people

Understand your users Are they motivated by mastery or impact Competition or collaboration

The companies that win distinguish themselves with the ldquohowrdquo of their features not the ldquowhatrdquo

ldquo100 Things Every Designer Should Know About Peoplerdquo

Psychology of motivation

The Psychology of Variable

Rewards

The Psychology of Variable

Rewards

The Psychology of Goals

The Psychology of Goals

The Psychology of Goals

Our brains prefer anticipation to the reward

Our brains are more stimulated when we anticipate a reward than when we receive it

Without the thrill of anticipation rats starve to death with food in front of them

Unpredictability drives motivation

Emails Tweets and texts are addicting largely because theyrsquore unpredictable

The unexpected delight of an incoming message buzz is just as stimulating as getting the message

Rewards are tricky

Once you pay someone to do something they will only want to do it for the reward

Unexpected rewards donrsquot have the same demotivating effect

Change happens in small increments

Want to get someone to build new habits Change their behaviors

Start smallhellip

and

Forgive lapses

Fewer competitors = more motivation

We talked about competition in Gamification but therersquos more going on

People like to compete but they also like to feel like they have a chance

Research shows competing against 10 competitors is fundamentally more motivating than 1000

Humans enjoy autonomy

Modern life involves many more self-directed actions than it did 10 20 or 50 years ago

Regardless of skill level humans innately enjoy being independent on some level as it gives total control

Our prehistoric ancestors equated control with staying out of danger and survival so this is a deeply rooted motivator

Social psychology

Mirror Neurons

Humans are built to mimic others and you automatically like others more when those others subconsciously mirror you

Watching someone else do something lights up the parts of our brain that would do it ourselves Itrsquos biological empathy

V S Ramachandranrsquos TED talk on mirror neurons

Strong amp Weak Social Ties

Humans have a limited ability to maintain strong social ties Research puts the maximum at around 150 ldquostrong tiesrdquo where you know each person and interact with them in physical environments

ldquoWeak tiesrdquo are more like the Twitter relationships you have with strangers You donrsquot get the same kind of benefit from these and establishing physical proximity to all would be overwhelming

httpwwwmicrosoftcomen-ustwcdefaultaspx

Four pillars

Security

Safety

Privacy

Accessibility

What is accessibility

Why care about security

What do you mean by safety

What do you mean by privacy

Cooperation

Example

Kiva microlending teams4

Immersion

Immersion is the art of removing artifacts that might distract or frustrate users

Immersion is difficult to encourage but when successful can aid in achieving ldquoflowrdquo (efficient uninterrupted work)

Immersion also tends to make users more forgiving when errors happen

5

DO understand what success

looks like

DONrsquoT reward bad behavior

By rewarding behaviors you do not want users to repeat you may accidentally associate that bad behavior with the good release of endorphins

DO invest time in fine tuning your

interactions

DONrsquoT penalize users for a long absence

Some games (eg Animal Crossing) will penalize players for each day they donrsquot interact with the game

Since life is unpredictable this may lead to your users avoiding your product if life keeps them away for too long

If you must reward the return ndash donrsquot penalize the absence

DO consider context when

choosing mechanics

DONrsquoT assume all users have the same motivation

Different game mechanics appeal to different types of people

Understand your users Are they motivated by mastery or impact Competition or collaboration

The companies that win distinguish themselves with the ldquohowrdquo of their features not the ldquowhatrdquo

ldquo100 Things Every Designer Should Know About Peoplerdquo

Psychology of motivation

The Psychology of Variable

Rewards

The Psychology of Variable

Rewards

The Psychology of Goals

The Psychology of Goals

The Psychology of Goals

Our brains prefer anticipation to the reward

Our brains are more stimulated when we anticipate a reward than when we receive it

Without the thrill of anticipation rats starve to death with food in front of them

Unpredictability drives motivation

Emails Tweets and texts are addicting largely because theyrsquore unpredictable

The unexpected delight of an incoming message buzz is just as stimulating as getting the message

Rewards are tricky

Once you pay someone to do something they will only want to do it for the reward

Unexpected rewards donrsquot have the same demotivating effect

Change happens in small increments

Want to get someone to build new habits Change their behaviors

Start smallhellip

and

Forgive lapses

Fewer competitors = more motivation

We talked about competition in Gamification but therersquos more going on

People like to compete but they also like to feel like they have a chance

Research shows competing against 10 competitors is fundamentally more motivating than 1000

Humans enjoy autonomy

Modern life involves many more self-directed actions than it did 10 20 or 50 years ago

Regardless of skill level humans innately enjoy being independent on some level as it gives total control

Our prehistoric ancestors equated control with staying out of danger and survival so this is a deeply rooted motivator

Social psychology

Mirror Neurons

Humans are built to mimic others and you automatically like others more when those others subconsciously mirror you

Watching someone else do something lights up the parts of our brain that would do it ourselves Itrsquos biological empathy

V S Ramachandranrsquos TED talk on mirror neurons

Strong amp Weak Social Ties

Humans have a limited ability to maintain strong social ties Research puts the maximum at around 150 ldquostrong tiesrdquo where you know each person and interact with them in physical environments

ldquoWeak tiesrdquo are more like the Twitter relationships you have with strangers You donrsquot get the same kind of benefit from these and establishing physical proximity to all would be overwhelming

httpwwwmicrosoftcomen-ustwcdefaultaspx

Four pillars

Security

Safety

Privacy

Accessibility

What is accessibility

Why care about security

What do you mean by safety

What do you mean by privacy

Immersion

Immersion is the art of removing artifacts that might distract or frustrate users

Immersion is difficult to encourage but when successful can aid in achieving ldquoflowrdquo (efficient uninterrupted work)

Immersion also tends to make users more forgiving when errors happen

5

DO understand what success

looks like

DONrsquoT reward bad behavior

By rewarding behaviors you do not want users to repeat you may accidentally associate that bad behavior with the good release of endorphins

DO invest time in fine tuning your

interactions

DONrsquoT penalize users for a long absence

Some games (eg Animal Crossing) will penalize players for each day they donrsquot interact with the game

Since life is unpredictable this may lead to your users avoiding your product if life keeps them away for too long

If you must reward the return ndash donrsquot penalize the absence

DO consider context when

choosing mechanics

DONrsquoT assume all users have the same motivation

Different game mechanics appeal to different types of people

Understand your users Are they motivated by mastery or impact Competition or collaboration

The companies that win distinguish themselves with the ldquohowrdquo of their features not the ldquowhatrdquo

ldquo100 Things Every Designer Should Know About Peoplerdquo

Psychology of motivation

The Psychology of Variable

Rewards

The Psychology of Variable

Rewards

The Psychology of Goals

The Psychology of Goals

The Psychology of Goals

Our brains prefer anticipation to the reward

Our brains are more stimulated when we anticipate a reward than when we receive it

Without the thrill of anticipation rats starve to death with food in front of them

Unpredictability drives motivation

Emails Tweets and texts are addicting largely because theyrsquore unpredictable

The unexpected delight of an incoming message buzz is just as stimulating as getting the message

Rewards are tricky

Once you pay someone to do something they will only want to do it for the reward

Unexpected rewards donrsquot have the same demotivating effect

Change happens in small increments

Want to get someone to build new habits Change their behaviors

Start smallhellip

and

Forgive lapses

Fewer competitors = more motivation

We talked about competition in Gamification but therersquos more going on

People like to compete but they also like to feel like they have a chance

Research shows competing against 10 competitors is fundamentally more motivating than 1000

Humans enjoy autonomy

Modern life involves many more self-directed actions than it did 10 20 or 50 years ago

Regardless of skill level humans innately enjoy being independent on some level as it gives total control

Our prehistoric ancestors equated control with staying out of danger and survival so this is a deeply rooted motivator

Social psychology

Mirror Neurons

Humans are built to mimic others and you automatically like others more when those others subconsciously mirror you

Watching someone else do something lights up the parts of our brain that would do it ourselves Itrsquos biological empathy

V S Ramachandranrsquos TED talk on mirror neurons

Strong amp Weak Social Ties

Humans have a limited ability to maintain strong social ties Research puts the maximum at around 150 ldquostrong tiesrdquo where you know each person and interact with them in physical environments

ldquoWeak tiesrdquo are more like the Twitter relationships you have with strangers You donrsquot get the same kind of benefit from these and establishing physical proximity to all would be overwhelming

httpwwwmicrosoftcomen-ustwcdefaultaspx

Four pillars

Security

Safety

Privacy

Accessibility

What is accessibility

Why care about security

What do you mean by safety

What do you mean by privacy

DO understand what success

looks like

DONrsquoT reward bad behavior

By rewarding behaviors you do not want users to repeat you may accidentally associate that bad behavior with the good release of endorphins

DO invest time in fine tuning your

interactions

DONrsquoT penalize users for a long absence

Some games (eg Animal Crossing) will penalize players for each day they donrsquot interact with the game

Since life is unpredictable this may lead to your users avoiding your product if life keeps them away for too long

If you must reward the return ndash donrsquot penalize the absence

DO consider context when

choosing mechanics

DONrsquoT assume all users have the same motivation

Different game mechanics appeal to different types of people

Understand your users Are they motivated by mastery or impact Competition or collaboration

The companies that win distinguish themselves with the ldquohowrdquo of their features not the ldquowhatrdquo

ldquo100 Things Every Designer Should Know About Peoplerdquo

Psychology of motivation

The Psychology of Variable

Rewards

The Psychology of Variable

Rewards

The Psychology of Goals

The Psychology of Goals

The Psychology of Goals

Our brains prefer anticipation to the reward

Our brains are more stimulated when we anticipate a reward than when we receive it

Without the thrill of anticipation rats starve to death with food in front of them

Unpredictability drives motivation

Emails Tweets and texts are addicting largely because theyrsquore unpredictable

The unexpected delight of an incoming message buzz is just as stimulating as getting the message

Rewards are tricky

Once you pay someone to do something they will only want to do it for the reward

Unexpected rewards donrsquot have the same demotivating effect

Change happens in small increments

Want to get someone to build new habits Change their behaviors

Start smallhellip

and

Forgive lapses

Fewer competitors = more motivation

We talked about competition in Gamification but therersquos more going on

People like to compete but they also like to feel like they have a chance

Research shows competing against 10 competitors is fundamentally more motivating than 1000

Humans enjoy autonomy

Modern life involves many more self-directed actions than it did 10 20 or 50 years ago

Regardless of skill level humans innately enjoy being independent on some level as it gives total control

Our prehistoric ancestors equated control with staying out of danger and survival so this is a deeply rooted motivator

Social psychology

Mirror Neurons

Humans are built to mimic others and you automatically like others more when those others subconsciously mirror you

Watching someone else do something lights up the parts of our brain that would do it ourselves Itrsquos biological empathy

V S Ramachandranrsquos TED talk on mirror neurons

Strong amp Weak Social Ties

Humans have a limited ability to maintain strong social ties Research puts the maximum at around 150 ldquostrong tiesrdquo where you know each person and interact with them in physical environments

ldquoWeak tiesrdquo are more like the Twitter relationships you have with strangers You donrsquot get the same kind of benefit from these and establishing physical proximity to all would be overwhelming

httpwwwmicrosoftcomen-ustwcdefaultaspx

Four pillars

Security

Safety

Privacy

Accessibility

What is accessibility

Why care about security

What do you mean by safety

What do you mean by privacy

DONrsquoT reward bad behavior

By rewarding behaviors you do not want users to repeat you may accidentally associate that bad behavior with the good release of endorphins

DO invest time in fine tuning your

interactions

DONrsquoT penalize users for a long absence

Some games (eg Animal Crossing) will penalize players for each day they donrsquot interact with the game

Since life is unpredictable this may lead to your users avoiding your product if life keeps them away for too long

If you must reward the return ndash donrsquot penalize the absence

DO consider context when

choosing mechanics

DONrsquoT assume all users have the same motivation

Different game mechanics appeal to different types of people

Understand your users Are they motivated by mastery or impact Competition or collaboration

The companies that win distinguish themselves with the ldquohowrdquo of their features not the ldquowhatrdquo

ldquo100 Things Every Designer Should Know About Peoplerdquo

Psychology of motivation

The Psychology of Variable

Rewards

The Psychology of Variable

Rewards

The Psychology of Goals

The Psychology of Goals

The Psychology of Goals

Our brains prefer anticipation to the reward

Our brains are more stimulated when we anticipate a reward than when we receive it

Without the thrill of anticipation rats starve to death with food in front of them

Unpredictability drives motivation

Emails Tweets and texts are addicting largely because theyrsquore unpredictable

The unexpected delight of an incoming message buzz is just as stimulating as getting the message

Rewards are tricky

Once you pay someone to do something they will only want to do it for the reward

Unexpected rewards donrsquot have the same demotivating effect

Change happens in small increments

Want to get someone to build new habits Change their behaviors

Start smallhellip

and

Forgive lapses

Fewer competitors = more motivation

We talked about competition in Gamification but therersquos more going on

People like to compete but they also like to feel like they have a chance

Research shows competing against 10 competitors is fundamentally more motivating than 1000

Humans enjoy autonomy

Modern life involves many more self-directed actions than it did 10 20 or 50 years ago

Regardless of skill level humans innately enjoy being independent on some level as it gives total control

Our prehistoric ancestors equated control with staying out of danger and survival so this is a deeply rooted motivator

Social psychology

Mirror Neurons

Humans are built to mimic others and you automatically like others more when those others subconsciously mirror you

Watching someone else do something lights up the parts of our brain that would do it ourselves Itrsquos biological empathy

V S Ramachandranrsquos TED talk on mirror neurons

Strong amp Weak Social Ties

Humans have a limited ability to maintain strong social ties Research puts the maximum at around 150 ldquostrong tiesrdquo where you know each person and interact with them in physical environments

ldquoWeak tiesrdquo are more like the Twitter relationships you have with strangers You donrsquot get the same kind of benefit from these and establishing physical proximity to all would be overwhelming

httpwwwmicrosoftcomen-ustwcdefaultaspx

Four pillars

Security

Safety

Privacy

Accessibility

What is accessibility

Why care about security

What do you mean by safety

What do you mean by privacy

DO invest time in fine tuning your

interactions

DONrsquoT penalize users for a long absence

Some games (eg Animal Crossing) will penalize players for each day they donrsquot interact with the game

Since life is unpredictable this may lead to your users avoiding your product if life keeps them away for too long

If you must reward the return ndash donrsquot penalize the absence

DO consider context when

choosing mechanics

DONrsquoT assume all users have the same motivation

Different game mechanics appeal to different types of people

Understand your users Are they motivated by mastery or impact Competition or collaboration

The companies that win distinguish themselves with the ldquohowrdquo of their features not the ldquowhatrdquo

ldquo100 Things Every Designer Should Know About Peoplerdquo

Psychology of motivation

The Psychology of Variable

Rewards

The Psychology of Variable

Rewards

The Psychology of Goals

The Psychology of Goals

The Psychology of Goals

Our brains prefer anticipation to the reward

Our brains are more stimulated when we anticipate a reward than when we receive it

Without the thrill of anticipation rats starve to death with food in front of them

Unpredictability drives motivation

Emails Tweets and texts are addicting largely because theyrsquore unpredictable

The unexpected delight of an incoming message buzz is just as stimulating as getting the message

Rewards are tricky

Once you pay someone to do something they will only want to do it for the reward

Unexpected rewards donrsquot have the same demotivating effect

Change happens in small increments

Want to get someone to build new habits Change their behaviors

Start smallhellip

and

Forgive lapses

Fewer competitors = more motivation

We talked about competition in Gamification but therersquos more going on

People like to compete but they also like to feel like they have a chance

Research shows competing against 10 competitors is fundamentally more motivating than 1000

Humans enjoy autonomy

Modern life involves many more self-directed actions than it did 10 20 or 50 years ago

Regardless of skill level humans innately enjoy being independent on some level as it gives total control

Our prehistoric ancestors equated control with staying out of danger and survival so this is a deeply rooted motivator

Social psychology

Mirror Neurons

Humans are built to mimic others and you automatically like others more when those others subconsciously mirror you

Watching someone else do something lights up the parts of our brain that would do it ourselves Itrsquos biological empathy

V S Ramachandranrsquos TED talk on mirror neurons

Strong amp Weak Social Ties

Humans have a limited ability to maintain strong social ties Research puts the maximum at around 150 ldquostrong tiesrdquo where you know each person and interact with them in physical environments

ldquoWeak tiesrdquo are more like the Twitter relationships you have with strangers You donrsquot get the same kind of benefit from these and establishing physical proximity to all would be overwhelming

httpwwwmicrosoftcomen-ustwcdefaultaspx

Four pillars

Security

Safety

Privacy

Accessibility

What is accessibility

Why care about security

What do you mean by safety

What do you mean by privacy

DONrsquoT penalize users for a long absence

Some games (eg Animal Crossing) will penalize players for each day they donrsquot interact with the game

Since life is unpredictable this may lead to your users avoiding your product if life keeps them away for too long

If you must reward the return ndash donrsquot penalize the absence

DO consider context when

choosing mechanics

DONrsquoT assume all users have the same motivation

Different game mechanics appeal to different types of people

Understand your users Are they motivated by mastery or impact Competition or collaboration

The companies that win distinguish themselves with the ldquohowrdquo of their features not the ldquowhatrdquo

ldquo100 Things Every Designer Should Know About Peoplerdquo

Psychology of motivation

The Psychology of Variable

Rewards

The Psychology of Variable

Rewards

The Psychology of Goals

The Psychology of Goals

The Psychology of Goals

Our brains prefer anticipation to the reward

Our brains are more stimulated when we anticipate a reward than when we receive it

Without the thrill of anticipation rats starve to death with food in front of them

Unpredictability drives motivation

Emails Tweets and texts are addicting largely because theyrsquore unpredictable

The unexpected delight of an incoming message buzz is just as stimulating as getting the message

Rewards are tricky

Once you pay someone to do something they will only want to do it for the reward

Unexpected rewards donrsquot have the same demotivating effect

Change happens in small increments

Want to get someone to build new habits Change their behaviors

Start smallhellip

and

Forgive lapses

Fewer competitors = more motivation

We talked about competition in Gamification but therersquos more going on

People like to compete but they also like to feel like they have a chance

Research shows competing against 10 competitors is fundamentally more motivating than 1000

Humans enjoy autonomy

Modern life involves many more self-directed actions than it did 10 20 or 50 years ago

Regardless of skill level humans innately enjoy being independent on some level as it gives total control

Our prehistoric ancestors equated control with staying out of danger and survival so this is a deeply rooted motivator

Social psychology

Mirror Neurons

Humans are built to mimic others and you automatically like others more when those others subconsciously mirror you

Watching someone else do something lights up the parts of our brain that would do it ourselves Itrsquos biological empathy

V S Ramachandranrsquos TED talk on mirror neurons

Strong amp Weak Social Ties

Humans have a limited ability to maintain strong social ties Research puts the maximum at around 150 ldquostrong tiesrdquo where you know each person and interact with them in physical environments

ldquoWeak tiesrdquo are more like the Twitter relationships you have with strangers You donrsquot get the same kind of benefit from these and establishing physical proximity to all would be overwhelming

httpwwwmicrosoftcomen-ustwcdefaultaspx

Four pillars

Security

Safety

Privacy

Accessibility

What is accessibility

Why care about security

What do you mean by safety

What do you mean by privacy

DO consider context when

choosing mechanics

DONrsquoT assume all users have the same motivation

Different game mechanics appeal to different types of people

Understand your users Are they motivated by mastery or impact Competition or collaboration

The companies that win distinguish themselves with the ldquohowrdquo of their features not the ldquowhatrdquo

ldquo100 Things Every Designer Should Know About Peoplerdquo

Psychology of motivation

The Psychology of Variable

Rewards

The Psychology of Variable

Rewards

The Psychology of Goals

The Psychology of Goals

The Psychology of Goals

Our brains prefer anticipation to the reward

Our brains are more stimulated when we anticipate a reward than when we receive it

Without the thrill of anticipation rats starve to death with food in front of them

Unpredictability drives motivation

Emails Tweets and texts are addicting largely because theyrsquore unpredictable

The unexpected delight of an incoming message buzz is just as stimulating as getting the message

Rewards are tricky

Once you pay someone to do something they will only want to do it for the reward

Unexpected rewards donrsquot have the same demotivating effect

Change happens in small increments

Want to get someone to build new habits Change their behaviors

Start smallhellip

and

Forgive lapses

Fewer competitors = more motivation

We talked about competition in Gamification but therersquos more going on

People like to compete but they also like to feel like they have a chance

Research shows competing against 10 competitors is fundamentally more motivating than 1000

Humans enjoy autonomy

Modern life involves many more self-directed actions than it did 10 20 or 50 years ago

Regardless of skill level humans innately enjoy being independent on some level as it gives total control

Our prehistoric ancestors equated control with staying out of danger and survival so this is a deeply rooted motivator

Social psychology

Mirror Neurons

Humans are built to mimic others and you automatically like others more when those others subconsciously mirror you

Watching someone else do something lights up the parts of our brain that would do it ourselves Itrsquos biological empathy

V S Ramachandranrsquos TED talk on mirror neurons

Strong amp Weak Social Ties

Humans have a limited ability to maintain strong social ties Research puts the maximum at around 150 ldquostrong tiesrdquo where you know each person and interact with them in physical environments

ldquoWeak tiesrdquo are more like the Twitter relationships you have with strangers You donrsquot get the same kind of benefit from these and establishing physical proximity to all would be overwhelming

httpwwwmicrosoftcomen-ustwcdefaultaspx

Four pillars

Security

Safety

Privacy

Accessibility

What is accessibility

Why care about security

What do you mean by safety

What do you mean by privacy

DONrsquoT assume all users have the same motivation

Different game mechanics appeal to different types of people

Understand your users Are they motivated by mastery or impact Competition or collaboration

The companies that win distinguish themselves with the ldquohowrdquo of their features not the ldquowhatrdquo

ldquo100 Things Every Designer Should Know About Peoplerdquo

Psychology of motivation

The Psychology of Variable

Rewards

The Psychology of Variable

Rewards

The Psychology of Goals

The Psychology of Goals

The Psychology of Goals

Our brains prefer anticipation to the reward

Our brains are more stimulated when we anticipate a reward than when we receive it

Without the thrill of anticipation rats starve to death with food in front of them

Unpredictability drives motivation

Emails Tweets and texts are addicting largely because theyrsquore unpredictable

The unexpected delight of an incoming message buzz is just as stimulating as getting the message

Rewards are tricky

Once you pay someone to do something they will only want to do it for the reward

Unexpected rewards donrsquot have the same demotivating effect

Change happens in small increments

Want to get someone to build new habits Change their behaviors

Start smallhellip

and

Forgive lapses

Fewer competitors = more motivation

We talked about competition in Gamification but therersquos more going on

People like to compete but they also like to feel like they have a chance

Research shows competing against 10 competitors is fundamentally more motivating than 1000

Humans enjoy autonomy

Modern life involves many more self-directed actions than it did 10 20 or 50 years ago

Regardless of skill level humans innately enjoy being independent on some level as it gives total control

Our prehistoric ancestors equated control with staying out of danger and survival so this is a deeply rooted motivator

Social psychology

Mirror Neurons

Humans are built to mimic others and you automatically like others more when those others subconsciously mirror you

Watching someone else do something lights up the parts of our brain that would do it ourselves Itrsquos biological empathy

V S Ramachandranrsquos TED talk on mirror neurons

Strong amp Weak Social Ties

Humans have a limited ability to maintain strong social ties Research puts the maximum at around 150 ldquostrong tiesrdquo where you know each person and interact with them in physical environments

ldquoWeak tiesrdquo are more like the Twitter relationships you have with strangers You donrsquot get the same kind of benefit from these and establishing physical proximity to all would be overwhelming

httpwwwmicrosoftcomen-ustwcdefaultaspx

Four pillars

Security

Safety

Privacy

Accessibility

What is accessibility

Why care about security

What do you mean by safety

What do you mean by privacy

The companies that win distinguish themselves with the ldquohowrdquo of their features not the ldquowhatrdquo

ldquo100 Things Every Designer Should Know About Peoplerdquo

Psychology of motivation

The Psychology of Variable

Rewards

The Psychology of Variable

Rewards

The Psychology of Goals

The Psychology of Goals

The Psychology of Goals

Our brains prefer anticipation to the reward

Our brains are more stimulated when we anticipate a reward than when we receive it

Without the thrill of anticipation rats starve to death with food in front of them

Unpredictability drives motivation

Emails Tweets and texts are addicting largely because theyrsquore unpredictable

The unexpected delight of an incoming message buzz is just as stimulating as getting the message

Rewards are tricky

Once you pay someone to do something they will only want to do it for the reward

Unexpected rewards donrsquot have the same demotivating effect

Change happens in small increments

Want to get someone to build new habits Change their behaviors

Start smallhellip

and

Forgive lapses

Fewer competitors = more motivation

We talked about competition in Gamification but therersquos more going on

People like to compete but they also like to feel like they have a chance

Research shows competing against 10 competitors is fundamentally more motivating than 1000

Humans enjoy autonomy

Modern life involves many more self-directed actions than it did 10 20 or 50 years ago

Regardless of skill level humans innately enjoy being independent on some level as it gives total control

Our prehistoric ancestors equated control with staying out of danger and survival so this is a deeply rooted motivator

Social psychology

Mirror Neurons

Humans are built to mimic others and you automatically like others more when those others subconsciously mirror you

Watching someone else do something lights up the parts of our brain that would do it ourselves Itrsquos biological empathy

V S Ramachandranrsquos TED talk on mirror neurons

Strong amp Weak Social Ties

Humans have a limited ability to maintain strong social ties Research puts the maximum at around 150 ldquostrong tiesrdquo where you know each person and interact with them in physical environments

ldquoWeak tiesrdquo are more like the Twitter relationships you have with strangers You donrsquot get the same kind of benefit from these and establishing physical proximity to all would be overwhelming

httpwwwmicrosoftcomen-ustwcdefaultaspx

Four pillars

Security

Safety

Privacy

Accessibility

What is accessibility

Why care about security

What do you mean by safety

What do you mean by privacy

ldquo100 Things Every Designer Should Know About Peoplerdquo

Psychology of motivation

The Psychology of Variable

Rewards

The Psychology of Variable

Rewards

The Psychology of Goals

The Psychology of Goals

The Psychology of Goals

Our brains prefer anticipation to the reward

Our brains are more stimulated when we anticipate a reward than when we receive it

Without the thrill of anticipation rats starve to death with food in front of them

Unpredictability drives motivation

Emails Tweets and texts are addicting largely because theyrsquore unpredictable

The unexpected delight of an incoming message buzz is just as stimulating as getting the message

Rewards are tricky

Once you pay someone to do something they will only want to do it for the reward

Unexpected rewards donrsquot have the same demotivating effect

Change happens in small increments

Want to get someone to build new habits Change their behaviors

Start smallhellip

and

Forgive lapses

Fewer competitors = more motivation

We talked about competition in Gamification but therersquos more going on

People like to compete but they also like to feel like they have a chance

Research shows competing against 10 competitors is fundamentally more motivating than 1000

Humans enjoy autonomy

Modern life involves many more self-directed actions than it did 10 20 or 50 years ago

Regardless of skill level humans innately enjoy being independent on some level as it gives total control

Our prehistoric ancestors equated control with staying out of danger and survival so this is a deeply rooted motivator

Social psychology

Mirror Neurons

Humans are built to mimic others and you automatically like others more when those others subconsciously mirror you

Watching someone else do something lights up the parts of our brain that would do it ourselves Itrsquos biological empathy

V S Ramachandranrsquos TED talk on mirror neurons

Strong amp Weak Social Ties

Humans have a limited ability to maintain strong social ties Research puts the maximum at around 150 ldquostrong tiesrdquo where you know each person and interact with them in physical environments

ldquoWeak tiesrdquo are more like the Twitter relationships you have with strangers You donrsquot get the same kind of benefit from these and establishing physical proximity to all would be overwhelming

httpwwwmicrosoftcomen-ustwcdefaultaspx

Four pillars

Security

Safety

Privacy

Accessibility

What is accessibility

Why care about security

What do you mean by safety

What do you mean by privacy

Psychology of motivation

The Psychology of Variable

Rewards

The Psychology of Variable

Rewards

The Psychology of Goals

The Psychology of Goals

The Psychology of Goals

Our brains prefer anticipation to the reward

Our brains are more stimulated when we anticipate a reward than when we receive it

Without the thrill of anticipation rats starve to death with food in front of them

Unpredictability drives motivation

Emails Tweets and texts are addicting largely because theyrsquore unpredictable

The unexpected delight of an incoming message buzz is just as stimulating as getting the message

Rewards are tricky

Once you pay someone to do something they will only want to do it for the reward

Unexpected rewards donrsquot have the same demotivating effect

Change happens in small increments

Want to get someone to build new habits Change their behaviors

Start smallhellip

and

Forgive lapses

Fewer competitors = more motivation

We talked about competition in Gamification but therersquos more going on

People like to compete but they also like to feel like they have a chance

Research shows competing against 10 competitors is fundamentally more motivating than 1000

Humans enjoy autonomy

Modern life involves many more self-directed actions than it did 10 20 or 50 years ago

Regardless of skill level humans innately enjoy being independent on some level as it gives total control

Our prehistoric ancestors equated control with staying out of danger and survival so this is a deeply rooted motivator

Social psychology

Mirror Neurons

Humans are built to mimic others and you automatically like others more when those others subconsciously mirror you

Watching someone else do something lights up the parts of our brain that would do it ourselves Itrsquos biological empathy

V S Ramachandranrsquos TED talk on mirror neurons

Strong amp Weak Social Ties

Humans have a limited ability to maintain strong social ties Research puts the maximum at around 150 ldquostrong tiesrdquo where you know each person and interact with them in physical environments

ldquoWeak tiesrdquo are more like the Twitter relationships you have with strangers You donrsquot get the same kind of benefit from these and establishing physical proximity to all would be overwhelming

httpwwwmicrosoftcomen-ustwcdefaultaspx

Four pillars

Security

Safety

Privacy

Accessibility

What is accessibility

Why care about security

What do you mean by safety

What do you mean by privacy

The Psychology of Variable

Rewards

The Psychology of Variable

Rewards

The Psychology of Goals

The Psychology of Goals

The Psychology of Goals

Our brains prefer anticipation to the reward

Our brains are more stimulated when we anticipate a reward than when we receive it

Without the thrill of anticipation rats starve to death with food in front of them

Unpredictability drives motivation

Emails Tweets and texts are addicting largely because theyrsquore unpredictable

The unexpected delight of an incoming message buzz is just as stimulating as getting the message

Rewards are tricky

Once you pay someone to do something they will only want to do it for the reward

Unexpected rewards donrsquot have the same demotivating effect

Change happens in small increments

Want to get someone to build new habits Change their behaviors

Start smallhellip

and

Forgive lapses

Fewer competitors = more motivation

We talked about competition in Gamification but therersquos more going on

People like to compete but they also like to feel like they have a chance

Research shows competing against 10 competitors is fundamentally more motivating than 1000

Humans enjoy autonomy

Modern life involves many more self-directed actions than it did 10 20 or 50 years ago

Regardless of skill level humans innately enjoy being independent on some level as it gives total control

Our prehistoric ancestors equated control with staying out of danger and survival so this is a deeply rooted motivator

Social psychology

Mirror Neurons

Humans are built to mimic others and you automatically like others more when those others subconsciously mirror you

Watching someone else do something lights up the parts of our brain that would do it ourselves Itrsquos biological empathy

V S Ramachandranrsquos TED talk on mirror neurons

Strong amp Weak Social Ties

Humans have a limited ability to maintain strong social ties Research puts the maximum at around 150 ldquostrong tiesrdquo where you know each person and interact with them in physical environments

ldquoWeak tiesrdquo are more like the Twitter relationships you have with strangers You donrsquot get the same kind of benefit from these and establishing physical proximity to all would be overwhelming

httpwwwmicrosoftcomen-ustwcdefaultaspx

Four pillars

Security

Safety

Privacy

Accessibility

What is accessibility

Why care about security

What do you mean by safety

What do you mean by privacy

The Psychology of Variable

Rewards

The Psychology of Goals

The Psychology of Goals

The Psychology of Goals

Our brains prefer anticipation to the reward

Our brains are more stimulated when we anticipate a reward than when we receive it

Without the thrill of anticipation rats starve to death with food in front of them

Unpredictability drives motivation

Emails Tweets and texts are addicting largely because theyrsquore unpredictable

The unexpected delight of an incoming message buzz is just as stimulating as getting the message

Rewards are tricky

Once you pay someone to do something they will only want to do it for the reward

Unexpected rewards donrsquot have the same demotivating effect

Change happens in small increments

Want to get someone to build new habits Change their behaviors

Start smallhellip

and

Forgive lapses

Fewer competitors = more motivation

We talked about competition in Gamification but therersquos more going on

People like to compete but they also like to feel like they have a chance

Research shows competing against 10 competitors is fundamentally more motivating than 1000

Humans enjoy autonomy

Modern life involves many more self-directed actions than it did 10 20 or 50 years ago

Regardless of skill level humans innately enjoy being independent on some level as it gives total control

Our prehistoric ancestors equated control with staying out of danger and survival so this is a deeply rooted motivator

Social psychology

Mirror Neurons

Humans are built to mimic others and you automatically like others more when those others subconsciously mirror you

Watching someone else do something lights up the parts of our brain that would do it ourselves Itrsquos biological empathy

V S Ramachandranrsquos TED talk on mirror neurons

Strong amp Weak Social Ties

Humans have a limited ability to maintain strong social ties Research puts the maximum at around 150 ldquostrong tiesrdquo where you know each person and interact with them in physical environments

ldquoWeak tiesrdquo are more like the Twitter relationships you have with strangers You donrsquot get the same kind of benefit from these and establishing physical proximity to all would be overwhelming

httpwwwmicrosoftcomen-ustwcdefaultaspx

Four pillars

Security

Safety

Privacy

Accessibility

What is accessibility

Why care about security

What do you mean by safety

What do you mean by privacy

The Psychology of Goals

The Psychology of Goals

The Psychology of Goals

Our brains prefer anticipation to the reward

Our brains are more stimulated when we anticipate a reward than when we receive it

Without the thrill of anticipation rats starve to death with food in front of them

Unpredictability drives motivation

Emails Tweets and texts are addicting largely because theyrsquore unpredictable

The unexpected delight of an incoming message buzz is just as stimulating as getting the message

Rewards are tricky

Once you pay someone to do something they will only want to do it for the reward

Unexpected rewards donrsquot have the same demotivating effect

Change happens in small increments

Want to get someone to build new habits Change their behaviors

Start smallhellip

and

Forgive lapses

Fewer competitors = more motivation

We talked about competition in Gamification but therersquos more going on

People like to compete but they also like to feel like they have a chance

Research shows competing against 10 competitors is fundamentally more motivating than 1000

Humans enjoy autonomy

Modern life involves many more self-directed actions than it did 10 20 or 50 years ago

Regardless of skill level humans innately enjoy being independent on some level as it gives total control

Our prehistoric ancestors equated control with staying out of danger and survival so this is a deeply rooted motivator

Social psychology

Mirror Neurons

Humans are built to mimic others and you automatically like others more when those others subconsciously mirror you

Watching someone else do something lights up the parts of our brain that would do it ourselves Itrsquos biological empathy

V S Ramachandranrsquos TED talk on mirror neurons

Strong amp Weak Social Ties

Humans have a limited ability to maintain strong social ties Research puts the maximum at around 150 ldquostrong tiesrdquo where you know each person and interact with them in physical environments

ldquoWeak tiesrdquo are more like the Twitter relationships you have with strangers You donrsquot get the same kind of benefit from these and establishing physical proximity to all would be overwhelming

httpwwwmicrosoftcomen-ustwcdefaultaspx

Four pillars

Security

Safety

Privacy

Accessibility

What is accessibility

Why care about security

What do you mean by safety

What do you mean by privacy

The Psychology of Goals

The Psychology of Goals

Our brains prefer anticipation to the reward

Our brains are more stimulated when we anticipate a reward than when we receive it

Without the thrill of anticipation rats starve to death with food in front of them

Unpredictability drives motivation

Emails Tweets and texts are addicting largely because theyrsquore unpredictable

The unexpected delight of an incoming message buzz is just as stimulating as getting the message

Rewards are tricky

Once you pay someone to do something they will only want to do it for the reward

Unexpected rewards donrsquot have the same demotivating effect

Change happens in small increments

Want to get someone to build new habits Change their behaviors

Start smallhellip

and

Forgive lapses

Fewer competitors = more motivation

We talked about competition in Gamification but therersquos more going on

People like to compete but they also like to feel like they have a chance

Research shows competing against 10 competitors is fundamentally more motivating than 1000

Humans enjoy autonomy

Modern life involves many more self-directed actions than it did 10 20 or 50 years ago

Regardless of skill level humans innately enjoy being independent on some level as it gives total control

Our prehistoric ancestors equated control with staying out of danger and survival so this is a deeply rooted motivator

Social psychology

Mirror Neurons

Humans are built to mimic others and you automatically like others more when those others subconsciously mirror you

Watching someone else do something lights up the parts of our brain that would do it ourselves Itrsquos biological empathy

V S Ramachandranrsquos TED talk on mirror neurons

Strong amp Weak Social Ties

Humans have a limited ability to maintain strong social ties Research puts the maximum at around 150 ldquostrong tiesrdquo where you know each person and interact with them in physical environments

ldquoWeak tiesrdquo are more like the Twitter relationships you have with strangers You donrsquot get the same kind of benefit from these and establishing physical proximity to all would be overwhelming

httpwwwmicrosoftcomen-ustwcdefaultaspx

Four pillars

Security

Safety

Privacy

Accessibility

What is accessibility

Why care about security

What do you mean by safety

What do you mean by privacy

The Psychology of Goals

Our brains prefer anticipation to the reward

Our brains are more stimulated when we anticipate a reward than when we receive it

Without the thrill of anticipation rats starve to death with food in front of them

Unpredictability drives motivation

Emails Tweets and texts are addicting largely because theyrsquore unpredictable

The unexpected delight of an incoming message buzz is just as stimulating as getting the message

Rewards are tricky

Once you pay someone to do something they will only want to do it for the reward

Unexpected rewards donrsquot have the same demotivating effect

Change happens in small increments

Want to get someone to build new habits Change their behaviors

Start smallhellip

and

Forgive lapses

Fewer competitors = more motivation

We talked about competition in Gamification but therersquos more going on

People like to compete but they also like to feel like they have a chance

Research shows competing against 10 competitors is fundamentally more motivating than 1000

Humans enjoy autonomy

Modern life involves many more self-directed actions than it did 10 20 or 50 years ago

Regardless of skill level humans innately enjoy being independent on some level as it gives total control

Our prehistoric ancestors equated control with staying out of danger and survival so this is a deeply rooted motivator

Social psychology

Mirror Neurons

Humans are built to mimic others and you automatically like others more when those others subconsciously mirror you

Watching someone else do something lights up the parts of our brain that would do it ourselves Itrsquos biological empathy

V S Ramachandranrsquos TED talk on mirror neurons

Strong amp Weak Social Ties

Humans have a limited ability to maintain strong social ties Research puts the maximum at around 150 ldquostrong tiesrdquo where you know each person and interact with them in physical environments

ldquoWeak tiesrdquo are more like the Twitter relationships you have with strangers You donrsquot get the same kind of benefit from these and establishing physical proximity to all would be overwhelming

httpwwwmicrosoftcomen-ustwcdefaultaspx

Four pillars

Security

Safety

Privacy

Accessibility

What is accessibility

Why care about security

What do you mean by safety

What do you mean by privacy

Our brains prefer anticipation to the reward

Our brains are more stimulated when we anticipate a reward than when we receive it

Without the thrill of anticipation rats starve to death with food in front of them

Unpredictability drives motivation

Emails Tweets and texts are addicting largely because theyrsquore unpredictable

The unexpected delight of an incoming message buzz is just as stimulating as getting the message

Rewards are tricky

Once you pay someone to do something they will only want to do it for the reward

Unexpected rewards donrsquot have the same demotivating effect

Change happens in small increments

Want to get someone to build new habits Change their behaviors

Start smallhellip

and

Forgive lapses

Fewer competitors = more motivation

We talked about competition in Gamification but therersquos more going on

People like to compete but they also like to feel like they have a chance

Research shows competing against 10 competitors is fundamentally more motivating than 1000

Humans enjoy autonomy

Modern life involves many more self-directed actions than it did 10 20 or 50 years ago

Regardless of skill level humans innately enjoy being independent on some level as it gives total control

Our prehistoric ancestors equated control with staying out of danger and survival so this is a deeply rooted motivator

Social psychology

Mirror Neurons

Humans are built to mimic others and you automatically like others more when those others subconsciously mirror you

Watching someone else do something lights up the parts of our brain that would do it ourselves Itrsquos biological empathy

V S Ramachandranrsquos TED talk on mirror neurons

Strong amp Weak Social Ties

Humans have a limited ability to maintain strong social ties Research puts the maximum at around 150 ldquostrong tiesrdquo where you know each person and interact with them in physical environments

ldquoWeak tiesrdquo are more like the Twitter relationships you have with strangers You donrsquot get the same kind of benefit from these and establishing physical proximity to all would be overwhelming

httpwwwmicrosoftcomen-ustwcdefaultaspx

Four pillars

Security

Safety

Privacy

Accessibility

What is accessibility

Why care about security

What do you mean by safety

What do you mean by privacy

Unpredictability drives motivation

Emails Tweets and texts are addicting largely because theyrsquore unpredictable

The unexpected delight of an incoming message buzz is just as stimulating as getting the message

Rewards are tricky

Once you pay someone to do something they will only want to do it for the reward

Unexpected rewards donrsquot have the same demotivating effect

Change happens in small increments

Want to get someone to build new habits Change their behaviors

Start smallhellip

and

Forgive lapses

Fewer competitors = more motivation

We talked about competition in Gamification but therersquos more going on

People like to compete but they also like to feel like they have a chance

Research shows competing against 10 competitors is fundamentally more motivating than 1000

Humans enjoy autonomy

Modern life involves many more self-directed actions than it did 10 20 or 50 years ago

Regardless of skill level humans innately enjoy being independent on some level as it gives total control

Our prehistoric ancestors equated control with staying out of danger and survival so this is a deeply rooted motivator

Social psychology

Mirror Neurons

Humans are built to mimic others and you automatically like others more when those others subconsciously mirror you

Watching someone else do something lights up the parts of our brain that would do it ourselves Itrsquos biological empathy

V S Ramachandranrsquos TED talk on mirror neurons

Strong amp Weak Social Ties

Humans have a limited ability to maintain strong social ties Research puts the maximum at around 150 ldquostrong tiesrdquo where you know each person and interact with them in physical environments

ldquoWeak tiesrdquo are more like the Twitter relationships you have with strangers You donrsquot get the same kind of benefit from these and establishing physical proximity to all would be overwhelming

httpwwwmicrosoftcomen-ustwcdefaultaspx

Four pillars

Security

Safety

Privacy

Accessibility

What is accessibility

Why care about security

What do you mean by safety

What do you mean by privacy

Rewards are tricky

Once you pay someone to do something they will only want to do it for the reward

Unexpected rewards donrsquot have the same demotivating effect

Change happens in small increments

Want to get someone to build new habits Change their behaviors

Start smallhellip

and

Forgive lapses

Fewer competitors = more motivation

We talked about competition in Gamification but therersquos more going on

People like to compete but they also like to feel like they have a chance

Research shows competing against 10 competitors is fundamentally more motivating than 1000

Humans enjoy autonomy

Modern life involves many more self-directed actions than it did 10 20 or 50 years ago

Regardless of skill level humans innately enjoy being independent on some level as it gives total control

Our prehistoric ancestors equated control with staying out of danger and survival so this is a deeply rooted motivator

Social psychology

Mirror Neurons

Humans are built to mimic others and you automatically like others more when those others subconsciously mirror you

Watching someone else do something lights up the parts of our brain that would do it ourselves Itrsquos biological empathy

V S Ramachandranrsquos TED talk on mirror neurons

Strong amp Weak Social Ties

Humans have a limited ability to maintain strong social ties Research puts the maximum at around 150 ldquostrong tiesrdquo where you know each person and interact with them in physical environments

ldquoWeak tiesrdquo are more like the Twitter relationships you have with strangers You donrsquot get the same kind of benefit from these and establishing physical proximity to all would be overwhelming

httpwwwmicrosoftcomen-ustwcdefaultaspx

Four pillars

Security

Safety

Privacy

Accessibility

What is accessibility

Why care about security

What do you mean by safety

What do you mean by privacy

Change happens in small increments

Want to get someone to build new habits Change their behaviors

Start smallhellip

and

Forgive lapses

Fewer competitors = more motivation

We talked about competition in Gamification but therersquos more going on

People like to compete but they also like to feel like they have a chance

Research shows competing against 10 competitors is fundamentally more motivating than 1000

Humans enjoy autonomy

Modern life involves many more self-directed actions than it did 10 20 or 50 years ago

Regardless of skill level humans innately enjoy being independent on some level as it gives total control

Our prehistoric ancestors equated control with staying out of danger and survival so this is a deeply rooted motivator

Social psychology

Mirror Neurons

Humans are built to mimic others and you automatically like others more when those others subconsciously mirror you

Watching someone else do something lights up the parts of our brain that would do it ourselves Itrsquos biological empathy

V S Ramachandranrsquos TED talk on mirror neurons

Strong amp Weak Social Ties

Humans have a limited ability to maintain strong social ties Research puts the maximum at around 150 ldquostrong tiesrdquo where you know each person and interact with them in physical environments

ldquoWeak tiesrdquo are more like the Twitter relationships you have with strangers You donrsquot get the same kind of benefit from these and establishing physical proximity to all would be overwhelming

httpwwwmicrosoftcomen-ustwcdefaultaspx

Four pillars

Security

Safety

Privacy

Accessibility

What is accessibility

Why care about security

What do you mean by safety

What do you mean by privacy

Fewer competitors = more motivation

We talked about competition in Gamification but therersquos more going on

People like to compete but they also like to feel like they have a chance

Research shows competing against 10 competitors is fundamentally more motivating than 1000

Humans enjoy autonomy

Modern life involves many more self-directed actions than it did 10 20 or 50 years ago

Regardless of skill level humans innately enjoy being independent on some level as it gives total control

Our prehistoric ancestors equated control with staying out of danger and survival so this is a deeply rooted motivator

Social psychology

Mirror Neurons

Humans are built to mimic others and you automatically like others more when those others subconsciously mirror you

Watching someone else do something lights up the parts of our brain that would do it ourselves Itrsquos biological empathy

V S Ramachandranrsquos TED talk on mirror neurons

Strong amp Weak Social Ties

Humans have a limited ability to maintain strong social ties Research puts the maximum at around 150 ldquostrong tiesrdquo where you know each person and interact with them in physical environments

ldquoWeak tiesrdquo are more like the Twitter relationships you have with strangers You donrsquot get the same kind of benefit from these and establishing physical proximity to all would be overwhelming

httpwwwmicrosoftcomen-ustwcdefaultaspx

Four pillars

Security

Safety

Privacy

Accessibility

What is accessibility

Why care about security

What do you mean by safety

What do you mean by privacy

Humans enjoy autonomy

Modern life involves many more self-directed actions than it did 10 20 or 50 years ago

Regardless of skill level humans innately enjoy being independent on some level as it gives total control

Our prehistoric ancestors equated control with staying out of danger and survival so this is a deeply rooted motivator

Social psychology

Mirror Neurons

Humans are built to mimic others and you automatically like others more when those others subconsciously mirror you

Watching someone else do something lights up the parts of our brain that would do it ourselves Itrsquos biological empathy

V S Ramachandranrsquos TED talk on mirror neurons

Strong amp Weak Social Ties

Humans have a limited ability to maintain strong social ties Research puts the maximum at around 150 ldquostrong tiesrdquo where you know each person and interact with them in physical environments

ldquoWeak tiesrdquo are more like the Twitter relationships you have with strangers You donrsquot get the same kind of benefit from these and establishing physical proximity to all would be overwhelming

httpwwwmicrosoftcomen-ustwcdefaultaspx

Four pillars

Security

Safety

Privacy

Accessibility

What is accessibility

Why care about security

What do you mean by safety

What do you mean by privacy

Social psychology

Mirror Neurons

Humans are built to mimic others and you automatically like others more when those others subconsciously mirror you

Watching someone else do something lights up the parts of our brain that would do it ourselves Itrsquos biological empathy

V S Ramachandranrsquos TED talk on mirror neurons

Strong amp Weak Social Ties

Humans have a limited ability to maintain strong social ties Research puts the maximum at around 150 ldquostrong tiesrdquo where you know each person and interact with them in physical environments

ldquoWeak tiesrdquo are more like the Twitter relationships you have with strangers You donrsquot get the same kind of benefit from these and establishing physical proximity to all would be overwhelming

httpwwwmicrosoftcomen-ustwcdefaultaspx

Four pillars

Security

Safety

Privacy

Accessibility

What is accessibility

Why care about security

What do you mean by safety

What do you mean by privacy

Mirror Neurons

Humans are built to mimic others and you automatically like others more when those others subconsciously mirror you

Watching someone else do something lights up the parts of our brain that would do it ourselves Itrsquos biological empathy

V S Ramachandranrsquos TED talk on mirror neurons

Strong amp Weak Social Ties

Humans have a limited ability to maintain strong social ties Research puts the maximum at around 150 ldquostrong tiesrdquo where you know each person and interact with them in physical environments

ldquoWeak tiesrdquo are more like the Twitter relationships you have with strangers You donrsquot get the same kind of benefit from these and establishing physical proximity to all would be overwhelming

httpwwwmicrosoftcomen-ustwcdefaultaspx

Four pillars

Security

Safety

Privacy

Accessibility

What is accessibility

Why care about security

What do you mean by safety

What do you mean by privacy

Strong amp Weak Social Ties

Humans have a limited ability to maintain strong social ties Research puts the maximum at around 150 ldquostrong tiesrdquo where you know each person and interact with them in physical environments

ldquoWeak tiesrdquo are more like the Twitter relationships you have with strangers You donrsquot get the same kind of benefit from these and establishing physical proximity to all would be overwhelming

httpwwwmicrosoftcomen-ustwcdefaultaspx

Four pillars

Security

Safety

Privacy

Accessibility

What is accessibility

Why care about security

What do you mean by safety

What do you mean by privacy

httpwwwmicrosoftcomen-ustwcdefaultaspx

Four pillars

Security

Safety

Privacy

Accessibility

What is accessibility

Why care about security

What do you mean by safety

What do you mean by privacy

What is accessibility

Why care about security

What do you mean by safety

What do you mean by privacy

Why care about security

What do you mean by safety

What do you mean by privacy

What do you mean by safety

What do you mean by privacy

What do you mean by privacy