long after the thrill: sustaining passionate users

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LONG AFTER THE THRILL (Sustaining Passionate Users) STEPHEN P. ANDERSON

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How do we get users to stay in love with our web apps / services? (20 minute #IxD11 version)

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Page 1: Long After the Thrill: Sustaining Passionate Users

LONG AFTER THE THRILL (Sustaining Passionate Users)

STEPHEN P. ANDERSON

Page 2: Long After the Thrill: Sustaining Passionate Users

Are you in a long-term relationship?

(and would you like to stay in that relationship?)

Page 3: Long After the Thrill: Sustaining Passionate Users

Some context…

Page 4: Long After the Thrill: Sustaining Passionate Users

Some context…

Page 5: Long After the Thrill: Sustaining Passionate Users

How do we get people to fall in love with our applications?

How do we get people to stay in love with our applications?

Page 6: Long After the Thrill: Sustaining Passionate Users

pointslevelsscoreboardsachievementsbadgesassignments

“Motivating consumer behavior through game mechanics”

Page 7: Long After the Thrill: Sustaining Passionate Users

pointslevelsscoreboardsachievementsbadgesassignments

“Motivating consumer behavior through game mechanics”human psychology

reputation & identity

variable rewardsappropriate challenges

pattern recognition

social proof

curiosity

surprisestatus

etc.feedback loops

Page 8: Long After the Thrill: Sustaining Passionate Users

Sustaining passionate users... Through delightful challenges.

Page 9: Long After the Thrill: Sustaining Passionate Users

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

Page 10: Long After the Thrill: Sustaining Passionate Users

OMG - He’s so... mysterious! can’t. read.

her. mind!

<sigh> I’m in Love!

Page 11: Long After the Thrill: Sustaining Passionate Users

Let’s go back to the classroom...

Page 12: Long After the Thrill: Sustaining Passionate Users

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:

Page 13: Long After the Thrill: Sustaining Passionate Users

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.

Page 14: Long After the Thrill: Sustaining Passionate Users

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”

Page 15: Long After the Thrill: Sustaining Passionate Users

GAMIFICATION?

Page 16: Long After the Thrill: Sustaining Passionate Users

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

Page 17: Long After the Thrill: Sustaining Passionate Users

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

Page 18: Long After the Thrill: Sustaining Passionate Users

Play &Challenges

Goals & Rewards

Game+ =

(a gross oversimplification of game design!)

Page 19: Long After the Thrill: Sustaining Passionate Users

Play &Challenges

Goals & Rewards

Game+ =

(a gross oversimplification!)

Page 20: Long After the Thrill: Sustaining Passionate Users

How do we actually make something a game?

Page 21: Long After the Thrill: Sustaining Passionate Users
Page 22: Long After the Thrill: Sustaining Passionate Users

Drive by Dan Pink

Page 23: Long After the Thrill: Sustaining Passionate Users

Let me offer an exercise:

Page 24: Long After the Thrill: Sustaining Passionate Users
Page 25: Long After the Thrill: Sustaining Passionate Users

Think of a game.

Page 26: Long After the Thrill: Sustaining Passionate Users

List the things that make this game work.

Page 27: Long After the Thrill: Sustaining Passionate Users

Appointment MechanicSelf-ExpressionSocial Gifting

Page 28: Long After the Thrill: Sustaining Passionate Users

Limited TimeGroup CompetitionTeamworkSelf-ExpressionPattern Recognition

Page 29: Long After the Thrill: Sustaining Passionate Users

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?

Page 30: Long After the Thrill: Sustaining Passionate Users

Any interesting ideas?

Page 31: Long After the Thrill: Sustaining Passionate Users
Page 32: Long After the Thrill: Sustaining Passionate Users
Page 33: Long After the Thrill: Sustaining Passionate Users

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

Email Adress:

Password:

Repeat Password:

Page 34: Long After the Thrill: Sustaining Passionate Users

Did your idea involve adding a layer to the core activity?

Page 35: Long After the Thrill: Sustaining Passionate Users

www.getmentalnotes.com

www.getmentalnotes.com

Page 36: Long After the Thrill: Sustaining Passionate Users
Page 37: Long After the Thrill: Sustaining Passionate Users

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”

Page 38: Long After the Thrill: Sustaining Passionate Users

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”

Page 39: Long After the Thrill: Sustaining Passionate Users

PERFORMANCE GOALS

LEARNING CHALLENGES

Getting an A in French Learning to speak FrenchVS

Page 40: Long After the Thrill: Sustaining Passionate Users

PERFORMANCE GOALS

LEARNING CHALLENGES

Getting an A in French Learning to speak French

leads to mastery

VS

Page 41: Long After the Thrill: Sustaining Passionate Users

A possible idea…

Page 42: Long After the Thrill: Sustaining Passionate Users

www.getmentalnotes.com

www.getmentalnotes.com

Page 43: Long After the Thrill: Sustaining Passionate Users

VS

relative to others

relative to our personal best

Page 44: Long After the Thrill: Sustaining Passionate Users
Page 45: Long After the Thrill: Sustaining Passionate Users

A time tracking application that uses status?

Page 46: Long After the Thrill: Sustaining Passionate Users

CLIENT 1CLIENT 1

MEETING

CLIENT 2

EMAIL

WRITING

RESEARCH

MEETING

CLIENT 2

Estimated: Actual:

9876543210

EMAIL

?

FRIDAY, MAY 16TH, 2011

Page 47: Long After the Thrill: Sustaining Passionate Users

CLIENT 1CLIENT 1

MEETING

CLIENT 2

EMAIL

WRITING

RESEARCH

MEETING

CLIENT 2

Estimated: Actual:

9876543210

EMAIL

79% ACCURACY RATING

FRIDAY, MAY 16TH, 2011

Page 48: Long After the Thrill: Sustaining Passionate Users

Sustaining passionate users... Through delightful challenges.

Page 49: Long After the Thrill: Sustaining Passionate Users

“Delight, unfortunately, doesnʼt last”

-Raph Koster, Game Designer

Page 50: Long After the Thrill: Sustaining Passionate Users

Sustaining passionate users... takes more than delightful experiences

Page 51: Long After the Thrill: Sustaining Passionate Users

#?!!

Page 52: Long After the Thrill: Sustaining Passionate Users

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

Page 53: Long After the Thrill: Sustaining Passionate Users

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

Page 54: Long After the Thrill: Sustaining Passionate Users

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.

Page 55: Long After the Thrill: Sustaining Passionate Users

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?”

Page 56: Long After the Thrill: Sustaining Passionate Users

Kano Model

Page 57: Long After the Thrill: Sustaining Passionate Users

NEUTRAL VALUE

HIGH SATISFACTION

LOW SATISFACTION

Page 58: Long After the Thrill: Sustaining Passionate Users

NEUTRAL VALUE

HIGH SATISFACTION

LOW SATISFACTION

NOT (OR POORLY) IMPLEMENTED

FULLY IMPLEMENTED

Page 59: Long After the Thrill: Sustaining Passionate Users

NEUTRAL VALUE

HIGH SATISFACTION

LOW SATISFACTION

NOT (OR POORLY) IMPLEMENTED

FULLY IMPLEMENTED

Performance Payoffs

Page 60: Long After the Thrill: Sustaining Passionate Users

NEUTRAL VALUE

HIGH SATISFACTION

LOW SATISFACTION

NOT (OR POORLY) IMPLEMENTED

FULLY IMPLEMENTED

Basic NeedsOnly noticed if missing.

Performance Payoffs

Page 61: Long After the Thrill: Sustaining Passionate Users

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

Page 62: Long After the Thrill: Sustaining Passionate Users

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

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

“I )$% %-r!&#-

S%+p-+" P. A",+r)!"’)

%$'.” BADGE!

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

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

“I )$% %-r!&#-

S%+p-+" P. A",+r)!"’)

%$'.” BADGE!

Page 63: Long After the Thrill: Sustaining Passionate Users

Thanks!!Stephen P. Anderson

www.slideshare.net/stephenpawww.poetpainter.com

www.getmentalnotes.com

@stephenanderson