long after the thrill: sustaining passionate users (sxsw version)

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…

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:



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

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!)

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 =

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







“Apply Yourse

lf”

“Sugar Coating”




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:



“Apply Yourse

lf”

“Sugar Coating”

Elementary kids skipped recessto watch an educational video?!






Attitude Three:



“Apply Yourse

lf”

“Sugar Coating”






Attitude Three:



“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…?

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 LEARN WHERE I’M UNDERESTIMATING

WHY?

WHY?



TO GET BETTER AT ESTIMATING MY TIME

WHY?TO KNOW HOW LONG I’M TAKING

TO HAVE A MORE BALANCED LIFE.



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

ChallengesPlay & Goals &

RewardsGame+ =



RewardsGame+ =




RewardsGame+ =



ACHIEVEMENTS

POINTS

LEVELS

SCOREBOARDS

BADGES


RewardsGame+ =


ChallengesPlay &

Goals & Rewards

Conflicts & Choices

Feedback Loops

Conflicts & Choices

ChallengesPlay &

Goals & Rewards

Feedback Loops

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

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)


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




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


It's not complicated.




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


It's not complicated.“Where is the love?”


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


FULLY IMPLEMENTED

Performance Payoffs

NEUTRAL VALUE

HIGH SATISFACTION

LOW SATISFACTION


FULLY IMPLEMENTED

Basic NeedsOnly noticed if missing.

Performance Payoffs

NEUTRAL VALUE

HIGH SATISFACTION

LOW SATISFACTION


FULLY IMPLEMENTED

DelightersNot required, but when added brings value.


Performance Payoffs

NEUTRAL VALUE

HIGH SATISFACTION

LOW SATISFACTION


FULLY IMPLEMENTED



Performance Payoffs

TIM

E

NEUTRAL VALUE

HIGH SATISFACTION

LOW SATISFACTION


FULLY IMPLEMENTED



Performance Payoffs


Social Proof.


Social Proof.

my friends use it


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!


http://www.getmentalnotes.com

http://www.getmentalnotes.com

Thanks!!Stephen P. Anderson

www.slideshare.net/stephenpawww.poetpainter.com


@stephenanderson

http://www.slideshare.net/stephenpa




http://www.poetpainter.com

http://www.poetpainter.com

long after the thrill: sustaining passionate users (sxsw version)

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