nadya direkova - "game on: 16 design patterns for user engagement "
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GAME ON: 16 GAME MECHANICS FOR USER ENGAGEMENT
Using game design thinkingto create engagement in social web applications.
Nadya DirekovaGame Mechanic, Senior UX Designer, Google [x] @nadya_d
Art: Flood it
Page 2About me: Game Designer and UX Designer
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Page 12LOL CATS GAME MECHANICS: CASE STUDY
User registrations increased 200% immediately after launch of trophies.User engagement up sharply.Over 63 million user actions rewarded.Over 1.5 million trophies earned in the first 4 months.
+ =
(In other words, engagin’ ur userz.)
Game mechanics
Page 13LOL CATS GAME MECHANICS: TROPHIES, PROGRESSION, STATS, SOCIAL PROOF, SOCIAL ACTIONS, REPUTATION…
Page 14What are game mechanics?
GAME MECHANICS Design patt erns that promoteplay and play-l ike engagement.
Page 15What are game mechanics?
DESIGN PATTERNS Repeatablesoluti ons to design problem.
GAME MECHANICS Design patt erns that promoteplay and play-l ike engagement.
Page 16What are game mechanics?
DESIGN PATTERNS Repeatablesoluti ons to design problem.
GAME MECHANICS Design patt erns that promoteplay and play-l ike engagement.
Page 17What are game mechanics?
DESIGN PATTERNS Repeatablesoluti ons to design problem.
GAME MECHANICS Design patt erns that promoteplay and play-l ike engagement
Page 18What are game mechanics?
DESIGN PATTERNS Repeatablesoluti ons to design problem.
GAME MECHANICS Design patt erns that promoteplay and play-l ike engagement
Page 19LET’S TALK ABOUT...
WE’LL REVIEW
16 DESIGN PATTERNSTHAT CREATE GAME-LIKE USER ENGAGEMENT.
Page 20LET’S TALK ABOUT...
WE’LL REVIEW
16 DESIGN PATTERNSTHAT CREATE GAME-LIKE USER ENGAGEMENT.
Page 21LET’S TALK ABOUT...
WE’LL REVIEW
16 DESIGN PATTERNSTHAT CREATE GAME-LIKE USER ENGAGEMENT.
WE’LL DISCUSS HOW THEY APPLY TO
3 ASPECTS OF THE USER JOURNEY
Page 22LET’S TALK ABOUT...
WE’LL REVIEW
16 DESIGN PATTERNSTHAT CREATE GAME-LIKE USER ENGAGEMENT.
WE’LL DISCUSS HOW THEY APPLY TO
3 ASPECTS OF THE USER JOURNEY:
COME AND TRY IT
Page 23LET’S TALK ABOUT...
WE’LL REVIEW
16 DESIGN PATTERNSTHAT CREATE GAME-LIKE USER ENGAGEMENT.
WE’LL DISCUSS HOW THEY APPLY TO
3 ASPECTS OF THE USER JOURNEY:
COME AND TRY ITBRING FRIENDS
Page 24LET’S TALK ABOUT...
WE’LL REVIEW
16 DESIGN PATTERNSTHAT CREATE GAME-LIKE USER ENGAGEMENT.
WE’LL DISCUSS HOW THEY APPLY TO
3 ASPECTS OF THE USER JOURNEY:
COME AND TRY ITBRING FRIENDSCOME BACK
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DESIGN PATTERNS FOR ONBOARDING
“COME AND TRY IT”
Page 26“COME AND TRY IT” - Designing for 1st time users
• Visual story telling• Visual cues• Tutorials & Coaching• Reward schedule• Prizes and awards
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DESIGN PATTERN
1.1 PRIZES AND AWARDS
Page 28D E S I G N PAT T E R N
PRIZES AND AWARDS
GOOD SAMARITHAN PRIZE IN FARMVILLE
GAME EXAMPLE
Page 29D E S I G N PAT T E R N
PRIZES AND AWARDS
X PRIZE
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DESIGN PATTERN
1.2 VISUAL STORYTELLING
Page 31D E S I G N PAT T E R N
VISUAL STORY TELL ING – INSTEAD OF LONG EXPLANATIONS
RUB RABBITS PRE-GAME SCREEN
GAME EXAMPLE
Page 32D E S I G N PAT T E R N
VISUAL STORY TELL ING – INSTEAD OF LONG EXPLANATIONS
ZIP CAR: EXPLAIN THE PROPOSITION IN PICTURES
GROUP-ON: HOW IT WORKS
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DESIGN PATTERN
1.3 VISUAL CUES
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CITY OF IMMORTALS
D E S I G N PAT T E R N
VISUAL CLUES
GAME EXAMPLE
Page 35D E S I G N PAT T E R N
VISUAL CLUES: EXAMPLE
FACEBOOK PLACES: PLAYING “FLASHLIGHT”
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DESIGN PATTERN
1.4 TUTORIALS & COACHING
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FRONTIERVILLE
GAME EXAMPLE
D E S I G N PAT T E R N
TUTORIALS
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LEVEL UP FOR PHOTOSHOP
D E S I G N PAT T E R N
TUTORIAL
Page 39D E S I G N PAT T E R N
COACHING
PANDORA: HIGHLIGHT FEATURES THE USER MIGHT MISS OTHERWISE
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DESIGN PATTERN
1.5 REWARD SCHEDULE
Page 41D E S I G N PAT T E R N
REWARD SCHEDULE
CITYVILLE COINS AND STARS: REWARDS FOR TAKING CARE OF YOUR CITY“You can’t over-reward the player in the
first 10 minutes.” - Sid Meier, designer of the game Civilization
Page 42D E S I G N PAT T E R N
REWARD THE BEGINNER
SHOPKICK FOUR SQUARE NEWBIE BADGE
Page 43D E S I G N PAT T E R N
CHALLENGE THE EXPERT
PLANTS VS. ZOMBIE: SOME ACHIEVEMENTSSEEM ALMOST IMPOSSIBLE TO UNLOCK
FOURSQAURE: SOME ACHIEVEMENTS ARE HARDER TO UNLOCK
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SUMMARY
“COME AND TRY IT”• Prizes and awards• Visual story telling• Visual cues• Tutorials and Coaching• Reward schedule
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DESIGN PATTERNS FOR SOCIAL ENGAGEMENT
“BRING YOUR FRIENDS”
Page 46“BRING FRIENDS” - Designing for community
• Gated trial – form a team• Social feedback• Compete and collaborate• Reputation• Sharing milestones• Mischief
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DESIGN PATTERN
2.1 GATED TRIAL – FORM A TEAM
Page 48D E S I G N PAT T E R N
GATED TRIAL – FORM A TEAM TO START
DODGE-BALL – YOU NEED A TEAM TO START
GAME EXAMPLE
Page 49D E S I G N PAT T E R N
GATED TRIAL – FORM A TEAM TO START
QUORA: BRING YOUR FRIENDS
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DESIGN PATTERN
2.2 SOCIAL FEEDBACK
Page 51D E S I G N PAT T E R N
SOCIAL FEEDBACK
CITYVILLE – ASYNCHRONOUS COMMUNICATION BUTTONS
GAME EXAMPLE
Page 52D E S I G N PAT T E R N
SOCIAL FEEDBACK EXAMPLE – S INGLE BUT TON
AADVARK “THANK YOU NOTES” QUORA “THANK YOU NOTES”
Page 53D E S I G N PAT T E R N
SOCIAL FEEDBACK EXAMPLE - STRUCTURED
OK CUPID: COMPLIMENTSYELP: SELECT A COMPLIMENT AND WRITE A MESSAGE
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DESIGN PATTERN
2.3 REPUTATION
Page 55D E S I G N PAT T E R N
REPUTATION
SIMPLE REPUTATION SCORE IN CITYVILLE
GAME EXAMPLE
Page 56D E S I G N PAT T E R N
REPUTATION
UBER CAB RATINGS
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DESIGN PATTERN
2.4 SHARING ACHIEVEMENTS
Page 58D E S I G N PAT T E R N
SHARING ACHIEVEMENTS
XBOX LIVE
GAME EXAMPLE
Page 59D E S I G N PAT T E R N
SHARING ACHIEVEMENTS
FOUR SQAURE BADGE UNLOCKED!
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DESIGN PATTERN
2.5 MISCHIEF
Page 61D E S I G N PAT T E R N
MISCHIEF
FARMVILLE – TP SOMEONE’S FARM
GAME EXAMPLE
Page 62D E S I G N PAT T E R N
MISCHIEF RE-DIRECT
“CHATROULETTE”
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IN SUMMARY
SOCIAL • Gated trial – form a team
• Social feedback• Reputation• Compete & collaborate• Mischief
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DESIGN PATTERNS FOR REPEAT ENGAGEMENT
“PLAYER, COME BACK”
Page 65“COME BACK” - Designing for return visits
• Keeping score• Disincentives, throttles • Advanced user paths • Quest queue• Scarcity
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DESIGN PATTERN
3.1 KEEPING SCORE
Page 67D E S I G N PAT T E R N
KEEPING SCORE
BRAIN AGE SCORE
GAME EXAMPLE
Page 68D E S I G N PAT T E R N
KEEPING SCORE
TIDY STREET PROJECT
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DESIGN PATTERN
3.2 THROTTLE ACTIONS
Page 70D E S I G N PAT T E R N
THROT TLE ACTIONS
THREE STRIKES, AND YOU’RE OUT RULE
GAME EXAMPLE
Page 71D E S I G N PAT T E R N
THROT TLE ACTIONS
STRAVA – THE DANGER OF NOT SETTING LIMITS
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DESIGN PATTERN
3.3 ADVANCED USER PATHS
Page 73D E S I G N PAT T E R N
ADVANCED USER PATHS / ROLES
SKI SLOPES: DIFFERENT PATHS ON THE SAME MOUNTAIN
Page 74D E S I G N PAT T E R N
ADVANCED USER PATHS / ROLES
YELP FOR THE REGULAR USERS YELP THE ELITE SQUAD – USEFUL , FUNNY AND COOL
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DESIGN PATTERN
3.4 QUEST QUEUE
Page 76D E S I G N PAT T E R N
QUEST QUEUE
ZOMBIE FARM
GAME EXAMPLE
Page 77D E S I G N PAT T E R N
QUEST QUEUE: EXAMPLE
EPIC WIN – SELF DESIGNED QUEST QUEUELINKED IN QUEST QUEUE
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DESIGN PATTERN
3.5 SCARCITY
Page 79D E S I G N PAT T E R N
SCARCITY
VIP FISH IN ZYNGA
GAME EXAMPLE
Page 80D E S I G N PAT T E R N
SCARCITY: EXAMPLE
THE MILLION DOLLARHOMEPAGE
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IN SUMMARY
RETURN VISITORS • Keeping score
• Disincentives, throttles • Advanced user paths • Skill ladder• Quest queue
Page 82IN SUMMARY
Game mechanics >
Page 83IN SUMMARY
• Awards, prizes• Visual story telling• Visual cues• Tutorials & Coaching• Reward schedule
• Keeping score• Disincentives, throttles • Advanced user paths • Content Unlocks• Quest queue• Scarcity
• Gated trial • Social feedback• Competition, collaboration• Reputation• Sharing milestones• Mischief
COME AND TRY IT BRING FRIENDS COME BACK
A growing list of patterns…
Page 84CASE STUDIES
Thanks to the following companies forinterviews, best practices and feedback:
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Page 86CONTACT
NADYA DIREKOVA
@nadya_d
http://www.slideshare.net/nadyadirekova
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