long after the thrill: sustaining passionate users (sxsw version)
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LONG AFTER THE THRILL (Sustaining Passionate Users)
STEPHEN P. ANDERSON
#sixd
@stephenanderson
Are you in a long-term relationship?
(and would you like to stay in that relationship?)
Some context…
Some context…
How do we get people to fall in love with our applications?
How do we get people to stay in love with our applications?
?How do we get people to stay in love with our applications?
By making applications more gamelike?
pointslevelsscoreboardsachievementsbadgesassignments
“Motivating consumer behavior through game mechanics”
pointslevelsscoreboardsachievementsbadgesassignments
“Motivating consumer behavior through game mechanics”human psychology
reputation & identity
variable rewardsappropriate challenges
pattern recognition
social proof
curiosity
surprisestatus
etc.feedback loops
Sustaining passionate users... Through delightful challenges.
Sustaining passionate users... Through delightful challenges.
Human beings have an inherent tendency to seek out novelty and challenges, to
extend and exercise their capacities, to explore, and to learn.
Edward Deci, psychologist
OMG - He’s so... mysterious! can’t. read.
her. mind!
<sigh> I’m in Love!
Let’s go back to the classroom...
This stuff is boring.
I’ll make the best of it. But, you’ll have to work and apply yourself to get something out of this class.
Attitude One:
This stuff is boring.
I’ll make the best of it. But, you’ll have to work and apply yourself to get something out of this class.
Attitude One: Attitude Two:
This stuff isn’t all that interesting.
But, I’ve added some activities to the content that will make this a lot more fun for everyone.
This stuff is boring.
I’ll make the best of it. But, you’ll have to work and apply yourself to get something out of this class.
Attitude One: Attitude Two:
This stuff isn’t all that interesting.
But, I’ve added some activities to the content that will make this a lot more fun for everyone.
“Apply Yourse
lf”
“Sugar Coating”
GAMIFICATION?
A thing
At itʼs core the idea is something like this…
WHY ARE WE ADDING GAME MECHANICS TO THE REAL THING?
Add game mechanics
The thing now has a new layer of fun
it didnʼt before.
People are more likely to engage with that thing
This explanation is from Matthewʼs Guyʼs presentation FreeForm: Reality InvadersCheck it out: http://www.slideshare.net/sergethew/freeform-reality-invaders-5375224
A thing Add game mechanics
The thing now has a new layer of fun
it didnʼt before.
People are more likely to engage with that thing
At itʼs core the idea is something like this…
WHY ARE WE ADDING GAME MECHANICS TO THE REAL THING?
This explanation is from Matthewʼs Guyʼs presentation FreeForm: Reality InvadersCheck it out: http://www.slideshare.net/sergethew/freeform-reality-invaders-5375224
Play &Challenges
Goals & Rewards
Game+ =
(a gross oversimplification of game design!)
Play &Challenges
Goals & Rewards
Game+ =
(a gross oversimplification of game design!)
How do we actually make something a game?
Drive by Dan Pink
Let me offer an exercise:
Customer Relationship Management
Investment Tools
Time Tracking
Corporate Email
Banking & Accounting Tools
Project Management Software
Sales Tracking
Knowledge Sharing
Marketing Management
Scheduling Apps
Online Training / E-Learning
Hiring & Recruiting Tools Performance Reviews
File Management
Health RecordsInvoices
Customer Relationship Management
Investment Tools
Time Tracking
Corporate Email
Banking & Accounting Tools
Project Management Software
Sales Tracking
Knowledge Sharing
Marketing Management
Scheduling Apps
Online Training / E-Learning
Hiring & Recruiting Tools Performance Reviews
File Management
Health RecordsInvoices
Time Tracking
Think of a game.
List the things that make this game work.
Appointment MechanicSelf-ExpressionSocial Gifting
Limited TimeGroup CompetitionTeamworkSelf-ExpressionPattern Recognition
A time tracking app
{whatever you wrote down}
with these characteristics:
What would
look like?
A time tracking app
-Turn based game
-Goal: reach ‘x’ points 1st
-trade resources-cooperate + compete
-chance + strategy
with these characteristics:
What would
look like?
Any interesting ideas?
This is a good exercise to:1. See a design from different perspectives2. Move beyond “points & badges gamification”
This is a good exercise to:1. See a design from different perspectives2. Move beyond “points & badges gamification”
BUT...
+ time tracking = adding your time at set intervals (several times a day) keeps your garden alive
+ time tracking =
Adding your time reveals a number; Goal? Be the first person on your team to win a weekly prize!
+ time tracking =
+ time tracking =
Fastest time to register: 16 seconds. Can you beat that?Username:
Email Adress:
Password:
Repeat Password:
All of these ideas add a layer of fun to the core activity.
www.getmentalnotes.com
www.getmentalnotes.com
This stuff is boring.
I’ll make the best of it. But, you’ll have to work and apply yourself to get something out of this class.
Attitude One: Attitude Two:
This stuff isn’t all that interesting.
But, I’ve added some activities to the content that will make this a lot more fun for everyone.
“Apply Yourse
lf”
“Sugar Coating”
This stuff is boring.
I’ll make the best of it. But, you’ll have to work and apply yourself to get something out of this class.
Attitude One: Attitude Two:
This stuff is really quite interesting!
I’m going to show you why this is important. But first, I’ve got a challenge for you…
Attitude Three:
This stuff isn’t all that interesting.
But, I’ve added some activities to the content that will make this a lot more fun for everyone.
“Apply Yourse
lf”
“Sugar Coating”
Elementary kids skipped recessto watch an educational video?!
This stuff is boring.
I’ll make the best of it. But, you’ll have to work and apply yourself to get something out of this class.
Attitude One: Attitude Two:
This stuff is really quite interesting!
I’m going to show you why this is important. But first, I’ve got a challenge for you…
Attitude Three:
This stuff isn’t all that interesting.
But, I’ve added some activities to the content that will make this a lot more fun for everyone.
“Apply Yourse
lf”
“Sugar Coating”
This stuff is boring.
I’ll make the best of it. But, you’ll have to work and apply yourself to get something out of this class.
Attitude One: Attitude Two:
This stuff is really quite interesting!
I’m going to show you why this is important. But first, I’ve got a challenge for you…
Attitude Three:
This stuff isn’t all that interesting.
But, I’ve added some activities to the content that will make this a lot more fun for everyone.
“Apply Yourse
lf”
“Sugar Coating”
“Mastery”
PERFORMANCE GOALS
LEARNING CHALLENGESVS
PERFORMANCE GOALS
LEARNING CHALLENGES
Getting an A in French Learning to speak French
leads to mastery
VS
How do you identify the core challenge?
QUESTION
WHY ARE YOU HERE, AT SXSW?
WHY?WHY?WHY?WHY?WHY?
Whatʼs a core challenge for our time tracking app…?
Whatʼs a core challenge for our time tracking app…?
VS
relative to others
relative to our personal best
“...for each day that I do my task of writing, I get to put a big red X over that day… After a few days you’ll have a chain. Just keep at it and the chain will grow longer every day. You’ll like seeing that chain, especially when you get a few weeks under your belt. Your only job next is to not break the chain.”
A time tracking application that uses status?
A time tracking application that uses status?
Why do I even want to track my time?
WHY?WHY?WHY?WHY?WHY?
WHY?
WHY?WHY?WHY?
TO KNOW HOW LONG I’M TAKING
WHY?
WHY?WHY?
TO KNOW HOW LONG I’M TAKING
TO LEARN WHERE I’M UNDERESTIMATING
WHY?
WHY?
TO KNOW HOW LONG I’M TAKING
TO LEARN WHERE I’M UNDERESTIMATING
TO GET BETTER AT ESTIMATING MY TIME
WHY?TO KNOW HOW LONG I’M TAKING
TO HAVE A MORE BALANCED LIFE.
TO LEARN WHERE I’M UNDERESTIMATING
TO GET BETTER AT ESTIMATING MY TIME
WHY?TO KNOW HOW LONG I’M TAKING
TO HAVE A MORE BALANCED LIFE.
TO LEARN WHERE I’M UNDERESTIMATING
TO GET BETTER AT ESTIMATING MY TIME
CLIENT 1CLIENT 1
MEETING
CLIENT 2
WRITING
RESEARCH
MEETING
CLIENT 2
Estimated: Actual:
9876543210
?
FRIDAY, MAY 16TH, 2011
CLIENT 1CLIENT 1
MEETING
CLIENT 2
WRITING
RESEARCH
MEETING
CLIENT 2
Estimated: Actual:
9876543210
79% ACCURACY RATING
FRIDAY, MAY 16TH, 2011
ChallengesPlay & Goals &
RewardsGame+ =
(a gross oversimplification of game design!)
ChallengesPlay & Goals &
RewardsGame+ =
(a gross oversimplification of game design!)
TO GET BETTER AT ESTIMATING MY TIME
ChallengesPlay & Goals &
RewardsGame+ =
(a gross oversimplification of game design!)
TO GET BETTER AT ESTIMATING MY TIME
ACHIEVEMENTS
POINTS
LEVELS
SCOREBOARDS
BADGES
ChallengesPlay & Goals &
RewardsGame+ =
(a gross oversimplification of game design!)
ChallengesPlay &
Goals & Rewards
Conflicts & Choices
Feedback Loops
Conflicts & Choices
ChallengesPlay &
Goals & Rewards
Feedback Loops
www.getmentalnotes.com
www.getmentalnotes.com
In case it isn't obvious, the reason we th
rottle shots is to
encourage players to post with care - we
hope scarcity
induces quality. (So far, so good.)
Conflicts & Choices
ChallengesPlay &
Goals & Rewards
Feedback Loops
Conflicts & Choices
ChallengesPlay &
Goals & Rewards
Feedback Loops
The one secret to changing human behavior? Feedback loops.
Aza Raskin
(and retweets)
Attaching a measure to anythingturns it into a game.
...monitoring the bloom was the gentle nudge [Andrew Chen] needed to stay on track.
“It’s a nice reminder to be more active without being too numeric or cold...”
http://bits.blogs.nytimes.com/2009/12/10/fitbits-motivator-a-virtual-flower/
The little flower growing represents anticipation and hope that something good will happen, which is the flower growing...
When you push that button and see the change, it's instant feedback, a reward.
Even though the device seems simple, it's tapping into a complex psychology that changes people's behavior... It hits the right button.
These kinds of feedback systems tap into basic human nature... Most humans are naturally wired to nurture things and be rewarded for doing so...
http://www.core77.com/blog/news/captology_how_the_fitbit_pedometer_really_motivates_its_users_15582.asp
All the endless questions a person answers also produces "personality" reports on the type of person you are. So, even if you're not seeing anyone on the site you want to date, you keep coming back for more because you get to learn more about yourself and your tastes. Pretty ingenious if you ask me, and I've been through the gamut of almost every online dating site out there.
-commenting on OK Cupid
Conflicts & Choices
ChallengesPlay &
Goals & Rewards
Feedback Loops
Education Investing Office Politics
Play & Challenges
Learn to speak French; flirt with the french girl
Make lots of money Become the CEO
Conflicts & Choices
Memorizing vocabulary words; choosing how much time to spend studying
pressure of time; how much to invest; which stocks to buy
competition from other co-workers; office politics, choosing who to align yourself with; taking a stand vs going under the radar
Feedback Loops
Successfully ordering a menu item (en Francais)
stock goes up or down promotions; quarterly performance reviews; successful product launches
Goals & Rewards
Get an A, pass the quiz cashing out with a sizeable sum of money; 30% annual growth
A new title; more employees under your direction
Conflicts & Choices
ChallengesPlay &
Goals & Rewards
Feedback Loops
Conflicts & Choices
ChallengesPlay &
Goals & Rewards
Feedback Loops
INTRINSICMOTIVATION
EXTRINSICMOTIVATION
VS
Rewards motivate people(for more rewards)
?How do we get people to stay in love with our applications?
By making applications more gamelike?
(MOST) GAMES
EVENTUALLY END
Sustaining passionate users... takes more than delightful experiences
Raph Koster,Game Designer
“Delight, unfortunately, doesn’t last”
#?!!
What are some Web apps/services youʼve used for more than three years?Why? What motivates you to stick with these services?
http://www.quora.com/What-motivates-people-to-stick-with-one-web-app-service-for-a-long-time
What are some Web apps/services youʼve used for more than three years?Why? What motivates you to stick with these services?
http://www.quora.com/What-motivates-people-to-stick-with-one-web-app-service-for-a-long-time
What are some Web apps/services youʼve used for more than three years?Why? What motivates you to stick with these services?
It works and they continually update/improve the application.
it does a decent job
does one particular thing well
very reliable and affordable
reliability and ease of use
utility of the applicationmy friends use it
there isn't another option
Management, customization, and layout options
http://www.quora.com/What-motivates-people-to-stick-with-one-web-app-service-for-a-long-time
It's not complicated.
What are some Web apps/services youʼve used for more than three years?Why? What motivates you to stick with these services?
It works and they continually update/improve the application.
it does a decent job
does one particular thing well
very reliable and affordable
reliability and ease of use
utility of the applicationmy friends use it
there isn't another option
Management, customization, and layout options
http://www.quora.com/What-motivates-people-to-stick-with-one-web-app-service-for-a-long-time
It's not complicated.“Where is the love?”
?How do we get people to stay in love with our applications?
By providing a service that is trustworthy and of value.
Share examples of services youʼve used for more than 6 months that continue to delight - not just satisfy - you (and how they do it).
Share examples of services youʼve used for more than 6 months that continue to delight - not just satisfy - you (and how they do it).
<crickets>
Kano Model
NEUTRAL VALUE
HIGH SATISFACTION
LOW SATISFACTION
NEUTRAL VALUE
HIGH SATISFACTION
LOW SATISFACTION
NOT (OR POORLY) IMPLEMENTED
FULLY IMPLEMENTED
NEUTRAL VALUE
HIGH SATISFACTION
LOW SATISFACTION
NOT (OR POORLY) IMPLEMENTED
FULLY IMPLEMENTED
Performance Payoffs
NEUTRAL VALUE
HIGH SATISFACTION
LOW SATISFACTION
NOT (OR POORLY) IMPLEMENTED
FULLY IMPLEMENTED
Basic NeedsOnly noticed if missing.
Performance Payoffs
NEUTRAL VALUE
HIGH SATISFACTION
LOW SATISFACTION
NOT (OR POORLY) IMPLEMENTED
FULLY IMPLEMENTED
DelightersNot required, but when added brings value.
Basic NeedsOnly noticed if missing.
Performance Payoffs
NEUTRAL VALUE
HIGH SATISFACTION
LOW SATISFACTION
NOT (OR POORLY) IMPLEMENTED
FULLY IMPLEMENTED
DelightersNot required, but when added brings value.
Basic NeedsOnly noticed if missing.
Performance Payoffs
TIM
E
NEUTRAL VALUE
HIGH SATISFACTION
LOW SATISFACTION
NOT (OR POORLY) IMPLEMENTED
FULLY IMPLEMENTED
DelightersNot required, but when added brings value.
Basic NeedsOnly noticed if missing.
Performance Payoffs
NEUTRAL VALUE
HIGH SATISFACTION
LOW SATISFACTION
NOT (OR POORLY) IMPLEMENTED
FULLY IMPLEMENTED
DelightersNot required, but when added brings value.
Basic NeedsOnly noticed if missing.
Performance Payoffs
?
?How do we get people to stay in love with our applications?
Social Proof.
?How do we get people to stay in love with our applications?
Social Proof.
my friends use it
?How do we get people to stay in love with our applications?
Stories.
C!"#r$%&'$%(!")!
Y!& *&)% +$r"+, %-+
“I )$% %-r!&#-
S%+p-+" P. A",+r)!"’)
%$'.” BADGE!
C!"#r$%&'$%(!")!
Y!& *&)% +$r"+, %-+
“I )$% %-r!&#-
S%+p-+" P. A",+r)!"’)
%$'.” BADGE!
Thanks!!Stephen P. Anderson
www.slideshare.net/stephenpawww.poetpainter.com
www.getmentalnotes.com
@stephenanderson
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