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UNDERSTANDING A
BILLION USERS HOW PEOPLE ARE
JUDD ANTIN UX RESEARCH FACEBOOK
THE SAME DIFFERENT AND ALSO
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BE ETHNOCENTRIC
• ETHNOCENTRIC SLIDE
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MOTIVATION MATTERS EVERYWHERE
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— GEORGE JOHNSON “KING ALGORITHM” THE NEW YORK TIMES SEPTEMBER 23, 2007
NO ONE BUT A UTOPIAN WOULD HAVE PREDICTED HOW READILY PEOPLE WILL WORK FOR FREE. WE’RE CHEAPER THAN HARDWARE — A GOOD THING CONSIDERING HOW HARD WE ARE TO DUPLICATE.
“
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OVER-SIMPLIFICATION ONE-SIZE-FITS-ALL, RIGHT?
(Micky Aldridge via Flickr)
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Gamification! Gamification!
YOU EARNED THE “YOU EARNED A BADGE!” BADGE!
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THE BEHAVIORIST VIEW
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POINTS
LEVELS
LEADER BOARDS
BADGES
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USER INTERACTION LEADERBOARDS, BADGES, METRICS, FEEDBACK
INCENTIVES MONEY, COMPETITION, ATTENTION, CAKE
MOTIVATION (SOCIAL PSYCHOLOGICAL PROCESSES) E.G., SELF-EFFICACY, MASTERY, SOCIAL APPROVAL
USER INTERACTION LEADERBOARDS, BADGES, METRICS, FEEDBACK
INCENTIVES MONEY, COMPETITION, ATTENTION, CAKE
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14 Yahoo! Presentation, Confidential
COMPETITION
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GOAL SETTING
Antin, J., & Churchill, E. F. (2011). Badges in Social Media: A Social Psychological Perspective. Proceedings of the 2011 SIGCHI conference on Human Factors in computing systems. Vancouver, BC, Canada.
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INSTRUCTION
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REPUTATION
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AFFIRMATION
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GROUP IDENTIFICATION
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SELF-EFFICACY
SHOULD YOU USE GAMIFICATION TO MOTIVATE YOUR
USERS?
SHOULD YOU USE GAMIFICATION TO MOTIVATE YOUR
USERS?
THREE MEDIUM-SIZED IDEAS FOR INCENTIVIZING
ENGAGEMENT
DON’T RELY ON THE INSTRUMENTAL REWARD.
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1.
2. KEEP IT SIMPLE
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TOGETHER
DATA IS NOT
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DROWNING IN DATA
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WISDOM
KNOWLEDGE
INFORMATION
DATA
MEANING DATA DOESN’T COMMUNICATE
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REMEMBER ONE THING
USER INTERACTION LEADERBOARDS, BADGES, METRICS, FEEDBACK
INCENTIVES MONEY, COMPETITION, ATTENTION, CAKE
MOTIVATION (SOCIAL PSYCHOLOGICAL PROCESSES) E.G., SELF-EFFICACY, MASTERY, SOCIAL APPROVAL
USER INTERACTION LEADERBOARDS, BADGES, METRICS, FEEDBACK
INCENTIVES MONEY, COMPETITION, ATTENTION, CAKE
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THANK YOU
ICONS BY ICOTRIP.COM
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