More Related Content More from Nicole Lazzaro (14) 4 Keys and Psychology of Fun from Awareness to Impact GSummit1. XEODesign: Putting Emotion
in Play
The Four Keys to Engagement
The Psychology of Fun:
Transform Awareness to Impact with the Emotions from Play
Nicole Lazzaro
XEODesign, Inc.
GSummit SF, April 18, 2013
www.xeodesign.com @NicoleLazzaro 1
©2013 XEODesign Inc.
2. I Am of the Pong Generation
2
I Grew Up Reading Sci Fi and Playing Games in the Arcades
3. www.xeodesign.com
© 2013 XEODesign, Inc.
20 Years of Player Experience
Research and Design
XEODesign
3
100 Million Player Experiences
4. www.xeodesign.com
© 2013 XEODesign, Inc.
How Can Fun Take Us from
Awareness to Impact?
Want Reality
Work Fun
20% 20%
Fun Work
80% 80%
4
If This Is What We Want, Why Is This What We Get?
5. www.xeodesign.com
© 2013 XEODesign, Inc.
Create Natural Engagement
Fun
20% Work
30%
Fun
Work
50%
5
The 4 Keys to Engagement: What we want is more fun
6. www.xeodesign.com
© 2013 XEODesign, Inc.
Dopamine Enhances Focus
It Rewards and Feels Good Too
DOPAMINE
• Reward System
• Focus increases focus
(addiction is an over focus)
• Love brain centers activate
Instead of aiming for
addiction, let’s use dopamine for
good! Help people focus on what
they need to unlock their
potential and improve their
quality of life.
6
Positive Brain States Focus Attention
7. www.xeodesign.com
© 2013 XEODesign, Inc.
Positive Engaged Brains
Boost Productivity 50%
Positive Mental States Increase:
• 50% more productive
• 237% generated new leads
• Up to 50% closed sales faster
• 210% increased profits
• 67–100% more emotionally
engaged
Fear State Happy State
AMA Survey 2013
7
If You Want People to Think Fear Is Not A Great Motivator
8. www.xeodesign.com
© 2013 XEODesign, Inc.
Deep Engagement = Fun
The Good News is that Happiest Moments are in
the Zone
• In Flow engaged and happy
• Balance difficulty and skill
• Fiero requires frustration o/
Modified from “Flow” Csikszentmnihalyi
8
Work Also Requires a Balance of Difficulty and Skill
9. www.xeodesign.com
© 2013 XEODesign, Inc.
Emotion During Play
Fiero Curiosity
Amusement Relaxation
Watched Player Emotions to Measure Kinds of Engagement
10. www.xeodesign.com
© 2013 XEODesign, Inc.
Categorized Most Engaging
Moments by Player Emotion
Frustration Wonder
Fiero Surprise
Relief Curiosity
Schadenfreude Relax
Amusement Desire
Naches Excite
Positive Engagement
Player’s Favorite Moments Created Many Kinds of Emotions 10
11. www.xeodesign.com
© 2013 XEODesign, Inc.
Identified Engagement
Mechanics
Frustration Wonder
Fiero Surprise
Relief Curiosity
CHOICES CHOICES
Schadenfreude Relax
Amusement Desire
Naches Excite
CHOICES CHOICES
Positive Engagement
11
Player Choices Create Many Kinds of Emotions
12. www.xeodesign.com
© 2013 XEODesign, Inc.
Created Map for Designing
Engagement
Frustration Wonder
Fiero Surprise
Relief Curiosity
CHOICES CHOICES
Schadenfreude Relax
Amusement Desire
Naches Excite
CHOICES CHOICES
Positive Engagement
12
Identified Systems to Create Engagement
13. www.xeodesign.com
© 2013 XEODesign, Inc.
This Model Increases
Engagement Metrics 20-40%
13
We are More Engaged When Emotion Surrounds Choice
14. www.xeodesign.com
© 2013 XEODesign, Inc.
4 Keys To Engagement
Novelty, Challenge, Friendship, Meaning
• Most Engaging
Moments created
emotion
• Best Selling Games
have 3-4 keys
14
Easy Fun> Hard Fun> People Fun> Serious Fun
16. www.xeodesign.com
© 2013 XEODesign, Inc.
Hard Fun
You can’t just push a button to win
16
Challenge> Novelty> Friendship> Meaning
18. www.xeodesign.com
© 2013 XEODesign, Inc.
Easy Fun
The bubble wrap of game design
18
Challenge> Novelty> Friendship> Meaning
19. www.xeodesign.com
© 2013 XEODesign, Inc.
Easy Fun
19
Easy Fun: Controls, Creativity, Exploration, Fantasy
20. www.xeodesign.com
© 2013 XEODesign, Inc.
People Fun
People are addictive
20
Challenge> Novelty> Friendship> Meaning
21. www.xeodesign.com
© 2013 XEODesign, Inc.
People Fun
21
People Fun: Communicate, Cooperate, Compete
22. www.xeodesign.com
© 2013 XEODesign, Inc.
Serious Fun
Play creates value through learning and meaning
22
Challenge> Novelty> Friendship> Meaning
23. www.xeodesign.com
© 2013 XEODesign, Inc.
Serious Fun
23
Serious Fun: Impact, Collection, Rhythm
24. www.xeodesign.com
© 2013 XEODesign, Inc.
Play is How We Learn
Dr. Sergio Pellis
Rats who played are
better at*
• Novelty
• Problem Solving
• Social Skills
• Handling Stress
*Compared to Rats without same age playmate
I’m Often Asked What Play Can Do for Us 24
25. www.xeodesign.com
© 2013 XEODesign, Inc.
Awareness to Impact:
Here’s what you can do
• Take players through all
4 engagement loops
• Design strong emotional
brain state required for
the desired action
• Design systems to create
brain states with your
brand’s emotions
25
The Four Keys> Emotion> Engagement
26. www.xeodesign.com
© 2013 XEODesign, Inc.
Easy Fun: Emotion from
Interaction is Enjoyed and
Remembered More
26
Input> Output> Result
27. www.xeodesign.com
© 2013 XEODesign, Inc.
Hard Fun: Reward From
Challenge
Increases Engagement
27
Challenge> Strategy> Progress
28. www.xeodesign.com
© 2013 XEODesign, Inc.
People Fun: Emotion Between
Friends Increases Engagement
and Viral Spread
28
Communicate> Cooperate> Compete
29. www.xeodesign.com
© 2013 XEODesign, Inc.
Serious Fun: Meaningful
Experiences are More Engaging
29
Serious Fun: Values and Meaning
30. www.xeodesign.com
© 2013 XEODesign, Inc.
Tilt World: Points to Trees
30
Real World Impact Amplifies the Results and Meaning
31. Tag You’re It!
Nicole Lazzaro
• Email: nlazzaro@xeodesign.com
• Twitter: @NicoleLazzaro
• Blog: NicoleLazzaro.com
• Game: TiltWorld.com
The 4 Keys to Fun Poster
Free Download
• xeodesign.com Download Tilt World
• slideshare.com/NicoleLazzaro An iOS game that
• 4k2f.com <- Downloads plants trees!
www.xeodesign.com
32. www.xeodesign.com
© 2013 XEODesign, Inc.
Motivation
"If you want to build a ship, don't drum up
the men to gather wood, divide the
work, and give orders. Instead, teach them
to yearn for the vast and endless sea."
- Saint-Exupéry
www.xeodesign.com 32
Motivation is About Values and Meaning