christopher duskin
TRANSCRIPT
STICKINESS
Perfect world:Universally applicableObvious, simple, fast, stable, reliable, robustInstant ROI
Real world:Not everyone just gets itConstant tension between easy and powerfulWe need to encourage customer growth/evolution
Stickiness is:
Making your product indispensable and painful to replace.
Essential for success with SaaSAdopt and extendUpsell/cross-sell
STICKINESS
Stickiness isn’t:
DelightInnovationFeature richness
Stickiness = Loyalty + Reputation
Loyalty
• User + system• Progress tracking• Tangible Rewards• Isolated recognition
Reputation
• Player + community• Results surfacing• Status Rewards• Social recognition
TWO PARTS OF GAMIFICATION
REPUTATION
LOYALTY
LOYALTY & REPUTATION
LOYALTY & REPUTATION
LaborersCustomers‘Soldiers’
ThinkersFans‘Artists’
Extrinsic (monetary rewards)Works well for directed tasks
Intrinsic (social standing)Works well with freeform problem solving
Motivations People
Player + systemProgress trackingTangible rewardsIsolated recognition
Player + communityResults surfacingStatus rewardsSocial recognition
Gamification Type
LO
YA
LTY
REP
UTATI
ON
vLOYALTY: LaborersCustomers‘Soldiers’
Extrinsic (monetary rewards)Works well for directed tasks
Motivations People
Internal - employees• ‘On the floor’ workers• Sales team• Customer service• Training Programs
External - customers• Frequent buyer/user programs• Fitness training regimens• Events / Conferences
1. Identify the value proposition• Benefits of services rendered• Sources of pride
2. Highlight fulfillment of the value proposition:• Money saved, Time saved, Locations visited
3. Build progress toward rewards:• Discounts, Privileges, Access
How to design for gamified Loyalty?
ADOPTION OF LOYALTY
Bottom Line: Highlight relevant metrics and build towards rewards
Loss AversionAll of your progress will be lost if you go to a competitor
Condition DependencyDevelop an expectation for reward that can’t be found elsewhere. Competitor experiences will feel empty, less compelling.
Develop a RoutineRewards help make behaviors habits. Habits are hard to break.
Build a dependency- a symbiotic relationship
WHY IS LOYALTY IMPORTANT?
THE COMPETITION GAMBLECompetition increases the ‘pressure’ to succeed in a Loyalty environment.
More pressure in an individual context than on teams
Competition is a gamble because it can backfire:• If your users like it, it will vastly improve engagement• If your users are intimidated by it, it will hurt overall engagement• Competition kills collaboration (but improves it within competing teams)
Works well in environments that already ‘feel’ like a game:• Gaming• Sports• Predictions• Sales
Competition is:• Ranks• Leaderboards• Score comparisons
Bottom Line: Know your audience before you introduce competition
vREPUTATION:
ThinkersFans‘Artists’
Intrinsic(social standing)Works well for freeform problem solving
Motivations People
Internal – your users/employees
• Knowledge share• Team collaboration• Identifying experts
External - customers• Fan communities• Q&A communities• Content Crowdsourcing
Work with existing reputation structures• Title• Years experience• Area of expertise• Sense of Value provided
Worst case scenario: Redefine the above Best case scenario: Accurately visualize them (particularly the last two)
Worst case example:Define ‘Top collaborator status’ and award according to emails sent
Best case example:Define ‘Top collaborator status’ and award according to peer recognition (‘helpful’ votes)
How do you get gamified reputation?
ADOPTION OF REPUTATION
Bottom Line: Objective is to highlight relevant metrics
Q: Why not just rely on existing rewards and status?A: You can never over-emphasize the story of growth
Q: Why? What is meant by Growth?A: Growth describes a sense of purpose.
Another way to think about it:
What’s the point? Why are we here?
You are born You do some stuff … and then you die
WHY IS REPUTATION IMPORTANT?
LearningThe things I learned – the experiences I had – the knowledge I harnessed.
Overcoming ChallengesThe challenges I overcame – my measurable accomplishments – my impact.
Making Social ConnectionsThe connections I made – the people I knew – the relationships I fostered.
Building OrderMy moral code – making the world ‘right’ – the things I taught others.
These are the things that give our life meaning. We seek them, often unconsciously.
Gamification offers the ability to measure tiny victories in the realm of growth.
No matter who you ask, the answer is almost always a form of growth. Typically one or more of the following four:
WHAT’S THE POINT?
Learning– Exploration– Discovery– Record of Acquired Skills
Challenges Overcome– Talent Recognition – Tests of Skill– Record of Victory
Connections Made– Social Updates– Social Discovery– Record of Helpfulness
Creating Order– Success Scheduling– Completionism– Record of Progress
GROWTHVALUEPayouts
– Discounts– Extended Free Trials– Privileges – Access
Pride– Celebrate success– Visualize progress– Contextualize
accomplishments (rank)Preferences
– ‘Personality’ Profile– Solicit Opinions– Influence the Experience
.
HOW TO GAMIFY
• Make it for your thinkers - reputation• Make it social
Growth• Make it for your workers - loyalty• Make it personal
Value
HOW TO REWARD
REPUTATION
LOYALTY
Make it relevant• Know your audience • Define the value proposition• Market it appropriately – don’t distract
Promote specific growth• Specializations• Features
Remove the chaff aka optimize• If it’s not compelling, cut it
DESIGN TENETS
Value: prolific?
Value: conformist?
Value: involved?
Value: prolific?
Value: peer validation?
How could these be more specific? More informative of individualism?
Potential: low
Potential: mediumMore specific?
Potential: mediumMore specific?
Potential: mediumRedundant?
Potential: highMore specific?
REMOVE THE CHAFF
PACKAGING IT UPBadgeville Game Frameworks
COMPANY CHALLENGE
COMPANY COLLABORATORReputation/Growth
Task Management
GENTLE GUIDE
Onboarding and Skill Development
GENTLE GUIDE
Onboarding and Skill Developmentt
GENTLE GUIDE
845 Million Active Users
2 Billion Minutes of Play Per Day
60 Hours of Video Uploaded Per Minute
GAMIFICATION IS A PROGRAM