Amy Jo Kim, Ph.D ©2015 All Rights

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The Co-op Revolution5 Tips for Designing Collaboration

Amy Jo Kim, Ph.D.

Co-Founder & Creative Director

Shufflebrain Partners

shufflebrain.com

Creator & Head Coach

Getting to Alpha

getting2alpha.com

Amy Jo Kim co-founder, Shufflebrain

we specialize in

early-stage design & innovation

The Sims eBay

Rock Band Covet Fashion

Nine Timeless Design Strategies (2000)

1. Define and articulate your Purpose

2. Build flexible, extensible gathering Places

3. Create meaningful evolving Profiles

4. Design for a range of Roles

5. Develop a strong Leadership program

6. Encourage appropriate Etiquette

7. Promote cyclic Events

8. Integrate the Rituals of community life

9. Facilitate member-run Groups

Nine Timeless Design Strategies (2000)

1. Define and articulate your Purpose

2. Build flexible, extensible gathering Places

3. Create meaningful evolving Profiles

4. Design for a range of Roles

5. Develop a strong Leadership program

6. Encourage appropriate Etiquette

7. Promote cyclic Events

8. Integrate the Rituals of community life

9. Facilitate member-run Groups

The Membership Lifecycle

The Membership Lifecycle

Discovery

Mastery

Onboarding

Habit-Building

The Players Journey

How do you design for

sustained engagement?

is for EnthusiastsStage 1: Discovery

Discovery

What is this? Is it for me? What’s the value proposition?

is for EnthusiastsStage 2: Onboarding

Discovery

Onboarding

How do I start getting (& giving) value? What do I need to learn?

is for EnthusiastsStage 3: Habit-building

Discovery

Onboarding

Habit-Building

What pulls me back repeatedly? What am I getting better at?

is for EnthusiastsStage 4: Mastery

Discovery

Onboarding

Habit-Building

Mastery

What skill am I building? How can I leverage that?

Product Narrative Core Loop

start here

MVP PrototypeDesign a compelling Core Loop

Engaging Activities fuel the loop

Feedback + Progress light the path to Mastery

Investment & triggers pull people back

Games have core loops

So do (some) products, apps & services

Not everyone is motivated by

zero-sum mechanics

GAME: a system in which players engage in an

artificial conflict, defined by rules, that results in a

quantifiable outcome** Source: Rules of Play

Zero-Sum Game

We are opponents

I Win You Lose

Head-to-Head Battles War Simulations

Rank-Ordered Competitions Gambling

GAME: a structured experience with rules

and goals that’s fun to play together** Source: The Player’s Journey

Non-Zero-Sum Game

We are partners

Win-Win

Lose-Lose

Martial Arts Charity Walk

Double Dutch Pictionary

Why should we care?

Three Disruptive TrendsRe-shaping the games industry

1. Platform Disruption

Gaming is moving to mobile connected devices

Console market share shrinking –growth is in mobile & PCs

Source: Digi-Captial Global Games Investment Review

2: Audience Disruption

Everyone’s a gamer – all ages, both genders

93% of kids 8-13 play games online

Source: M2 Research

Source: Inside Facebook

fastest-growing Facebook demographic is women 55+

3: Content Disruption

The rise of mutual entertainment AKA UGC

where is the Blue Ocean in this

shifting landscape?

How do you

design for

collaboration?

1. Compete with the System

Design for Collaboration

Tackle protein-folding science

puzzles

Join Forces to Beat a Project

Deadline

Complete your Self-selected Track

1. Compete with the System

2. Shared Resources, Outcomes & Goals

Design for Collaboration

Shared Gathering Place

Slack Team Hub with channels and sub-groups

Shared Closet

You can borrow clothes

from your friend’s closet

Shared Score

shared score in 2-player coop mode

Shared Environment

If your friend comes over, you can re-mix pieces

Shared Toys

Shared Goals

The Contenders - self-organized Foldit team

What resources, outcomes and

goals can YOUR players share?

1. Compete with the System

2. Shared Resources, Outcomes & Goals

3. Inter-dependent Roles

Design for Collaboration

earn the ability to judge crimes & punish bad behavior

Judges & Enforcers

Expert players are invited to play curation & leadership roles

Writers & Editors

Stylists & Fashionistas

Expert players are invited to play stylist

What inter-dependent roles can

YOUR players engage in?

1. Compete with the System

2. Shared Resources, Outcomes & Goals

3. Inter-dependant Roles

4. Cooperative Social Gestures

Design for Collaboration

Like, Retweet, Fave

Hug & High-5

Kudos for Teamwork

Coordinated Movements

Share or Donote to a Campaign

What co-op social gestures can

YOUR players make?

1. Compete with the System

2. Shared Resources, Outcomes & Goals

3. Inter-dependant Roles

4. Cooperative Social Gestures

5. Non-Zero Stats & Spotlights

Design for Collaboration

Community Stats & Social Proof

Collective Achievement

Topical Spotlights

Featured Posts

Community Contests

Group Achievements

Which non-zero stats and

spotlights can YOU leverage?

Once upon a time

a girl had a transformative experience

and they played happily ever after

The Coop Revolution is Here*

*it’s just not evenly distributed

Games shape how we see the world

Seize the opportunity

Think Co-op First

Team Co-op

Dan Cook

@danctheduck

Michael Molinari

@OneMrBean

Chelsea Howe

@manojalpa

Amy Jo Kim

@amyjokim

Sandie Richards

@sandierichards

shout-out to my co-conspirators

Thank youFollow me on Twitter: @amyjokim