long after the thrill: sustaining passionate users

LONG AFTER THE THRILL (Sustaining Passionate Users)

STEPHEN P. ANDERSON

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?

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!)

How do we actually make something a game?

Drive by Dan Pink

Let me offer an exercise:

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

-Turn based game

-Goal: reach ‘x’ points 1st

-trade resources-cooperate + compete

-chance + strategy

with these characteristics:

What would

look like?

Any interesting ideas?

Fastest time to register: 16 seconds. Can you beat that?Username:

Email Adress:

Password:

Repeat Password:

Did your idea involve adding a layer 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 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 CHALLENGES

Getting an A in French Learning to speak FrenchVS

PERFORMANCE GOALS

LEARNING CHALLENGES

Getting an A in French Learning to speak French

leads to mastery

VS

A possible idea…

www.getmentalnotes.com

www.getmentalnotes.com

VS

relative to others

relative to our personal best

A time tracking application that uses status?

CLIENT 1CLIENT 1

MEETING

CLIENT 2

EMAIL

WRITING

RESEARCH

MEETING

CLIENT 2

Estimated: Actual:

9876543210

EMAIL

?

FRIDAY, MAY 16TH, 2011

CLIENT 1CLIENT 1

MEETING

CLIENT 2

EMAIL

WRITING

RESEARCH

MEETING

CLIENT 2

Estimated: Actual:

9876543210

EMAIL

79% ACCURACY RATING

FRIDAY, MAY 16TH, 2011

Sustaining passionate users... Through delightful challenges.

“Delight, unfortunately, doesnʼt last”

-Raph Koster, Game Designer

Sustaining passionate users... takes more than delightful experiences

#?!!

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?”

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

C!"#r$%&'$%(!")!

Y!& *&)% +$r"+, %-+

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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