MSO: Massively Social Online games Viral Emotions and the Keys to Social Play Nicole Lazzaro, President @nicolelazzaro  XE...
XEODesign The 4 Keys to More Emotion Winner Best Game 2007 Tilt  the first iPhone  accelerometer game
Massively Social Online Game use fun to drive social distribution
<ul><li>Imagine </li></ul>
MSO’s Drive emotions through FMA Final Score: Emotions that Drive Play  PX Potential Score [rescore this for MSO connect, ...
MSO Design Principles
<ul><li>PX </li></ul><ul><li>Emotion from Play  </li></ul>
Vision: Gaming Together  Bring people together <ul><li>Games in 2020 </li></ul>Egypt: Mankala
Emotions from social play: People Fun - Rayman
Fish Tank1 Player Choice and Curiosity from Easy Fun
Fish Tank 3 Player Choice and Curiosity from Easy Fun
Fiero Curiosity Relaxation 3. Serious Fun: Creating Value Amusement 4. People Fun: Socialize 1. Hard Fun: Accomplishment 2...
The 4 Fun Keys 30 emotions from gameplay Hard Fun Fiero People Fun Amusement Easy Fun Curiosity Serious Fun Relaxation emo...
<ul><li>choices </li></ul><ul><li>goals  </li></ul><ul><li>challenge </li></ul><ul><li>obstacles </li></ul><ul><li>strateg...
Hard Fun: Super Monkey Ball  Challenge and mastery
Language of Choice Fiero Emotion from Hard Fun: Fiero  o/
2. Easy Fun:  Imagination Creates Curiosity <ul><li>choices </li></ul><ul><li>iconic situations </li></ul><ul><li>explore ...
Easy Fun
Easy Fun
Easy Fun
Tilt: an adventure in 1.5 dimensions
Serious Fun: Brain Baths,  Tap Tap Revolution Change how you think, feel, and behave
Serious Fun: Motion X Poker Completion Collection and Matching Mechanics
Competition People Fun
People Fun
Wonder and Connection Ocarina: Easy Fun and People Fun
 
Keys to Social Play 4 Steps to Create Emotions that Drive MSO Viral Distribution <ul><li>1. Gameplay </li></ul><ul><li>Eve...
Keys to Social Play 4 Steps to Create Emotions that Drive MSO Viral Distribution <ul><li>1. Gameplay </li></ul><ul><li>Eve...
<ul><li>1.Gameplay </li></ul><ul><li>Everyone </li></ul>
Simple and Short Games A B Technology Adoption Curve Number  of players Mass Market Diffusion of Innovation , Everett Roge...
Simple + Small = Viral Koi Pond
Appealing Fantasy   Area Under the Curve Matters number  of players A B C D Type of Challenge Wanna play? DICE 2007
Participation is Easy Puzzle Pirates, LostZombies.com
 
MSO#1: Simple Appealing Participation
Keys to Social Play 4 Steps to Create Emotions that Drive MSO Viral Distribution PX <ul><li>1. Gameplay </li></ul><ul><li>...
<ul><li>2.Social Features </li></ul><ul><li>Social Emotions </li></ul><ul><li>More than Chat </li></ul>
<ul><li>ROFL </li></ul>
<ul><li>Shared interests </li></ul><ul><li>Express values </li></ul><ul><li>Explore identities </li></ul><ul><li>Create bo...
MSO: 3 Laws of Social Play for viral social games (this is what we do know) this is what the play will look like <ul><li>F...
Do you play “follow the leader” to increase your  personal hype quotient? What would encourage idea exchange? Personal Hyp...
Twitter Features Targets Social Emotions @ RT DM #gdc09
Match PX Profile Top Facebook Apps <ul><li>1: Slide Brand 21,410,050 11% </li></ul><ul><li>2: Top Friends 2 19,091,190 9% ...
People Fun   Feeling of being closer creates social fabric between people TattleTalz.com Winner Best Game 2008
Friendship ≠ Money why social capital must die <ul><li>Like oil and water don’t give you $100 to drive me to the airport <...
Blight Serious Fun Emotions from Theme: Tilt
Blight Serious Fun Emotions from Theme: Tilt
Mushroom Soil  Backgrounds with Emotions from 3 Keys: Tilt
Viral Distribution ties Social Mechanics and Global Play  and changes the real world
People Fun: Pet Society Gratitude, Schadenfreude, Naches Rich choices between players Competition Cooperation Gifting Ment...
People Fun: Photo Tag Amusement Personalize Tease Social Tokens http://apps.facebook.com/supertagphotos/
Build Trust  Between players and their friends <ul><li>PX Mechanics </li></ul><ul><li>schadenfreude </li></ul><ul><li>grat...
People Fun Emotions how social bonds form during player experience (PX) <ul><li>Choices </li></ul><ul><li>cooperate </li><...
People Fun Emotions how social bonds form during player experience (PX) <ul><li>Choices </li></ul><ul><li>compete </li></u...
MMO MSO Lazzaro GDC 2008
 
MSO#2: Social Emotions, Match PX Profile, Build Trust
Keys to Social Play 4 Steps to Create Emotions that Drive MSO Viral Distribution <ul><li>3. Tilt Factor     Increase # of ...
<ul><li>3.Tilt Factor </li></ul><ul><li>Increase # Players  </li></ul><ul><li>Small simple social games </li></ul>
Tilt Factor Microchannels
Simple <ul><li>10 sprites </li></ul><ul><li>2 web pages </li></ul><ul><li>1 YouTube video </li></ul><ul><li>1.5 dimensions...
Mobile Over the Shoulder youtube.com/xeodesign Tilt:  an adventure  in 1.5 dimensions
Frictionless: TattleTalz Number of steps reduces gameplay, Twitter more viral than FB but less permanent Login 1.Discover ...
Funnel: Photo Tag More Clicks = Fewer Photos
 
MSO#3: Simple Mobile Frictionless
Keys to Social Play 4 Steps to Create Emotions that Drive MSO Viral Distribution <ul><li>3. Tilt Factor     Increase # of ...
<ul><li>4. Monetization </li></ul><ul><li>Free to Play  </li></ul>
Actions: Maple Story social interaction creates value
MSO#4: Social Goods and Services, Enhance Gameplay, MTX 10%
Keys to Social Play 4 Steps to Create Emotions that Drive MSO Viral Distribution <ul><li>3. Tilt Factor     Increase # of ...
<ul><li>Imagine </li></ul>
Together
Fun with all 4 Keys Hard Fun Easy Fun Serious Fun People Fun
The 4 Fun Keys Everyone has fun playing Hard Fun Fiero People Fun Amusement Easy Fun Curiosity Serious Fun Relaxation emot...
World at night
World at night
Tag! You’re it! Make your next game  M assively  S ocial and  O nline! <ul><li>Nicole Lazzaro </li></ul><ul><li>Email:   [...
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Creating an MSO: Viral Emotions and the Keys to Social Play GDC09 100n032609

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How to use emotion to create an MSO (Massively Social Online game) by using social emotions to drive the viral distribution of games.

Slides from my presentation at GDC 2009

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  • Design Emotions to Drive Social Distribution at XEODesign’s First Public XEOPlayShop! November 9th, Seattle WA co-hosted with SigCHI Puget Sound!

    Using Fun to Drive Social Distribution and Monetization Without Spamming Your Friends, A XEOPlayShop Often ignored by usability, neuroscience now proves that emotion deeply connects decision making and performance. Emotions also coordinate the actions between people. The trick is that emotions and social experiences are emergent qualities that cannot be designed directly. Nicole brings this challenge to life in her workshop.

    Space is running out!

    Register here: http://bit.ly/1E9WKp

    If you like these slides, learn how to apply them to your game or social UI!

    Have Fun!

    \o/
    Nicole
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  • What would it take to create a game that 6B people would play?

    This presentation is on how emotion drives viral distribution of games. The Keys to Social Play connect gameplay, social features, Tilt Factor, and monetization to increase the viral distribution of online games.
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  • Creating an MSO: Viral Emotions and the Keys to Social Play GDC09 100n032609

    1. 1. MSO: Massively Social Online games Viral Emotions and the Keys to Social Play Nicole Lazzaro, President @nicolelazzaro XEODesign, Inc. GDC March 26, 2009 XEODesign Putting Emotion into Play ® ™ Follow me on Twitter: @NicoleLazzaro Twitter: #gdc09
    2. 2. XEODesign The 4 Keys to More Emotion Winner Best Game 2007 Tilt the first iPhone accelerometer game
    3. 3. Massively Social Online Game use fun to drive social distribution
    4. 4. <ul><li>Imagine </li></ul>
    5. 5. MSO’s Drive emotions through FMA Final Score: Emotions that Drive Play PX Potential Score [rescore this for MSO connect, feedback, social token/open] MMO (5) MSO (8) <ul><li>Actions and States Limited Closed </li></ul><ul><li>+ Synchronous </li></ul><ul><li>+ Replay </li></ul><ul><li>- Deepening Ties </li></ul>Actions + Actions and States Unlimited Open + Asynchronous - Replay (except email) - Deepening Ties - Messaging Closed + Structure Immersive ++ Feedback - Personalize Messages <ul><li>+ Messaging Open </li></ul><ul><li>+ Structure Casual </li></ul><ul><li>Feedback </li></ul><ul><li>+ Personalize </li></ul><ul><li>Adding Friends Low </li></ul><ul><li>- Spread Low </li></ul><ul><li>- Social Calculus Low </li></ul>Friends + Adding Friends + Spread viral + Social Calculus
    6. 6. MSO Design Principles
    7. 7. <ul><li>PX </li></ul><ul><li>Emotion from Play </li></ul>
    8. 8. Vision: Gaming Together Bring people together <ul><li>Games in 2020 </li></ul>Egypt: Mankala
    9. 9. Emotions from social play: People Fun - Rayman
    10. 10. Fish Tank1 Player Choice and Curiosity from Easy Fun
    11. 11. Fish Tank 3 Player Choice and Curiosity from Easy Fun
    12. 12. Fiero Curiosity Relaxation 3. Serious Fun: Creating Value Amusement 4. People Fun: Socialize 1. Hard Fun: Accomplishment 2. Easy Fun: Imagination
    13. 13. The 4 Fun Keys 30 emotions from gameplay Hard Fun Fiero People Fun Amusement Easy Fun Curiosity Serious Fun Relaxation emotion < choice < mechanic > choice > emotion whitepapers: xeodesign.com
    14. 14. <ul><li>choices </li></ul><ul><li>goals </li></ul><ul><li>challenge </li></ul><ul><li>obstacles </li></ul><ul><li>strategy </li></ul><ul><li>power ups </li></ul><ul><li>puzzles </li></ul><ul><li>score </li></ul><ul><li>levels </li></ul><ul><li>monsters </li></ul><ul><li>feelings </li></ul><ul><li>fiero </li></ul><ul><li>frustration </li></ul><ul><li>boredom </li></ul>Hard Fun: Mastery>Fiero Easy Fun: Novelty>Curiosity modified from “Flow” Csikszentmihalyi player choice rewards effort
    15. 15. Hard Fun: Super Monkey Ball Challenge and mastery
    16. 16. Language of Choice Fiero Emotion from Hard Fun: Fiero o/
    17. 17. 2. Easy Fun: Imagination Creates Curiosity <ul><li>choices </li></ul><ul><li>iconic situations </li></ul><ul><li>explore </li></ul><ul><li>experiment </li></ul><ul><li>fool around </li></ul><ul><li>role play </li></ul><ul><li>ambiguity </li></ul><ul><li>detail </li></ul><ul><li>fantasy </li></ul><ul><li>uniqueness </li></ul><ul><li>feelings </li></ul><ul><li>curiosity </li></ul><ul><li>surprise </li></ul><ul><li>wonder </li></ul><ul><li>awe </li></ul>choices novelty fills attention
    18. 18. Easy Fun
    19. 19. Easy Fun
    20. 20. Easy Fun
    21. 21. Tilt: an adventure in 1.5 dimensions
    22. 22. Serious Fun: Brain Baths, Tap Tap Revolution Change how you think, feel, and behave
    23. 23. Serious Fun: Motion X Poker Completion Collection and Matching Mechanics
    24. 24. Competition People Fun
    25. 25. People Fun
    26. 26. Wonder and Connection Ocarina: Easy Fun and People Fun
    27. 28. Keys to Social Play 4 Steps to Create Emotions that Drive MSO Viral Distribution <ul><li>1. Gameplay </li></ul><ul><li>Everyone </li></ul><ul><ul><li>* Simple </li></ul></ul><ul><ul><li>* Appealing </li></ul></ul><ul><ul><li>* Participation </li></ul></ul><ul><li>2. Social Features People Fun </li></ul><ul><ul><li>* Social Emotions </li></ul></ul><ul><ul><li>* Match PX Profile </li></ul></ul><ul><ul><li>* Build Trust </li></ul></ul><ul><li>3. Tilt Factor Increase # of Players </li></ul><ul><ul><li>* Simple </li></ul></ul><ul><ul><li>* Mobile </li></ul></ul><ul><ul><li>* Frictionless </li></ul></ul><ul><li>4. Monetization Free </li></ul><ul><ul><li>* Social goods + services </li></ul></ul><ul><ul><li>* Enhance gameplay </li></ul></ul><ul><ul><li>* MTX 10% pay </li></ul></ul>PX
    28. 29. Keys to Social Play 4 Steps to Create Emotions that Drive MSO Viral Distribution <ul><li>1. Gameplay </li></ul><ul><li>Everyone </li></ul><ul><ul><li>* Simple </li></ul></ul><ul><ul><li>* Appealing </li></ul></ul><ul><ul><li>* Participation </li></ul></ul>PX
    29. 30. <ul><li>1.Gameplay </li></ul><ul><li>Everyone </li></ul>
    30. 31. Simple and Short Games A B Technology Adoption Curve Number of players Mass Market Diffusion of Innovation , Everett Rogers Crossing the Chasm , Geoffrey Moore Smaller, still tasty fish! Time The Social Web 15% 70% 15% DICE 2007
    31. 32. Simple + Small = Viral Koi Pond
    32. 33. Appealing Fantasy Area Under the Curve Matters number of players A B C D Type of Challenge Wanna play? DICE 2007
    33. 34. Participation is Easy Puzzle Pirates, LostZombies.com
    34. 36. MSO#1: Simple Appealing Participation
    35. 37. Keys to Social Play 4 Steps to Create Emotions that Drive MSO Viral Distribution PX <ul><li>1. Gameplay </li></ul><ul><li>Everyone </li></ul><ul><ul><li>* Simple </li></ul></ul><ul><ul><li>* Appealing </li></ul></ul><ul><ul><li>* Participation </li></ul></ul><ul><li>2. Social Features People Fun </li></ul><ul><ul><li>* Social Emotions </li></ul></ul><ul><ul><li>* Match PX Profile </li></ul></ul><ul><ul><li>* Build Trust </li></ul></ul>
    36. 38. <ul><li>2.Social Features </li></ul><ul><li>Social Emotions </li></ul><ul><li>More than Chat </li></ul>
    37. 39. <ul><li>ROFL </li></ul>
    38. 40. <ul><li>Shared interests </li></ul><ul><li>Express values </li></ul><ul><li>Explore identities </li></ul><ul><li>Create bonds </li></ul><ul><li>Inside jokes </li></ul><ul><ul><li>Amusement </li></ul></ul>The Relationship is the Message social tokens and shared experiences bring us closer
    39. 41. MSO: 3 Laws of Social Play for viral social games (this is what we do know) this is what the play will look like <ul><li>Friends Messages Actions </li></ul><ul><li>Connect It Takes 2 </li></ul><ul><li>Feedback Draw Circles </li></ul><ul><li>Social Tokens symbolic in nature that increases in value with use </li></ul>stupid shutup dope hotness sloth poke pwn share link frag compare Lazzaro GDC 2008
    40. 42. Do you play “follow the leader” to increase your personal hype quotient? What would encourage idea exchange? Personal Hype Quotient
    41. 43. Twitter Features Targets Social Emotions @ RT DM #gdc09
    42. 44. Match PX Profile Top Facebook Apps <ul><li>1: Slide Brand 21,410,050 11% </li></ul><ul><li>2: Top Friends 2 19,091,190 9% </li></ul><ul><li>3: Super Wall 18,918,652 8% </li></ul><ul><li>4: Bumper Sticker Footer 10,892,138 11% </li></ul><ul><li>5: (Lil) Green Patch 5,671,964 33% </li></ul><ul><li>Friendship </li></ul><ul><li>Compare </li></ul><ul><li>Sending messages </li></ul><ul><li>Saving environment </li></ul><ul><li>Poker </li></ul>
    43. 45. People Fun Feeling of being closer creates social fabric between people TattleTalz.com Winner Best Game 2008
    44. 46. Friendship ≠ Money why social capital must die <ul><li>Like oil and water don’t give you $100 to drive me to the airport </li></ul><ul><li>More give more have </li></ul><ul><li>Reverse interest </li></ul><ul><li>“ Money is there for when friendship cannot take care of it.” Jerry Michalski </li></ul>Yes this is an ad! How does he feel?
    45. 47. Blight Serious Fun Emotions from Theme: Tilt
    46. 48. Blight Serious Fun Emotions from Theme: Tilt
    47. 49. Mushroom Soil Backgrounds with Emotions from 3 Keys: Tilt
    48. 50. Viral Distribution ties Social Mechanics and Global Play and changes the real world
    49. 51. People Fun: Pet Society Gratitude, Schadenfreude, Naches Rich choices between players Competition Cooperation Gifting Mentorship
    50. 52. People Fun: Photo Tag Amusement Personalize Tease Social Tokens http://apps.facebook.com/supertagphotos/
    51. 53. Build Trust Between players and their friends <ul><li>PX Mechanics </li></ul><ul><li>schadenfreude </li></ul><ul><li>gratitude </li></ul><ul><li>reciprocity </li></ul><ul><li>trust </li></ul><ul><li>embarrassment </li></ul>
    52. 54. People Fun Emotions how social bonds form during player experience (PX) <ul><li>Choices </li></ul><ul><li>cooperate </li></ul><ul><li>compete </li></ul><ul><li>communicate </li></ul><ul><li>mentor </li></ul><ul><li>lead </li></ul><ul><li>perform </li></ul><ul><li>spectacle </li></ul><ul><li>characters </li></ul><ul><li>personalize </li></ul><ul><li>Emotions </li></ul><ul><li>schadenfreude </li></ul><ul><li>envy </li></ul><ul><li>love </li></ul><ul><li>gratitude </li></ul><ul><li>generosity </li></ul><ul><li>elevation </li></ul><ul><li>inspire </li></ul><ul><li>excite </li></ul><ul><li>ridicule </li></ul><ul><li>embarrass </li></ul>PX Profile
    53. 55. People Fun Emotions how social bonds form during player experience (PX) <ul><li>Choices </li></ul><ul><li>compete </li></ul><ul><li>gifting, helping, forced grouping </li></ul><ul><li>transparency, identity, risk, repeat interaction </li></ul><ul><li>silliness, dancing* </li></ul><ul><li>Emotions </li></ul><ul><li>schadenfreude </li></ul><ul><li>gratitude </li></ul><ul><li>reciprocity </li></ul><ul><li>trust </li></ul><ul><li>embarrassment </li></ul>PX Profile *See Jane McGonigal’s GDC slides and Nintendo keynote on DSI camera games
    54. 56. MMO MSO Lazzaro GDC 2008
    55. 58. MSO#2: Social Emotions, Match PX Profile, Build Trust
    56. 59. Keys to Social Play 4 Steps to Create Emotions that Drive MSO Viral Distribution <ul><li>3. Tilt Factor Increase # of Players </li></ul><ul><ul><li>* Simple </li></ul></ul><ul><ul><li>* Mobile </li></ul></ul><ul><ul><li>* Frictionless </li></ul></ul>PX <ul><li>1. Gameplay </li></ul><ul><li>Everyone </li></ul><ul><ul><li>* Simple </li></ul></ul><ul><ul><li>* Appealing </li></ul></ul><ul><ul><li>* Participation </li></ul></ul><ul><li>2. Social Features People Fun </li></ul><ul><ul><li>* Social Emotions </li></ul></ul><ul><ul><li>* Match PX Profile </li></ul></ul><ul><ul><li>* Build Trust </li></ul></ul>
    57. 60. <ul><li>3.Tilt Factor </li></ul><ul><li>Increase # Players </li></ul><ul><li>Small simple social games </li></ul>
    58. 61. Tilt Factor Microchannels
    59. 62. Simple <ul><li>10 sprites </li></ul><ul><li>2 web pages </li></ul><ul><li>1 YouTube video </li></ul><ul><li>1.5 dimensions </li></ul><ul><li>No buttons </li></ul><ul><li>250,000 visits </li></ul>
    60. 63. Mobile Over the Shoulder youtube.com/xeodesign Tilt: an adventure in 1.5 dimensions
    61. 64. Frictionless: TattleTalz Number of steps reduces gameplay, Twitter more viral than FB but less permanent Login 1.Discover 2. Sample 3. Play 4. Invite 5.Convert 6. Retain Invite Accept AddTTL AddTTL Tweet #TTZ x2 Login for more points invites accept actives Your results may vary. ;) free to play pay Facebook 15 Individual invites 6 steps Twitter 2 posts 1 step to play Already tweeting need trust need feedback 15:2 (13%) 1:25 (2,500%) 1:200 (20,000%) player friend 6 stages of adoption for viral games 10% Move to next step
    62. 65. Funnel: Photo Tag More Clicks = Fewer Photos
    63. 67. MSO#3: Simple Mobile Frictionless
    64. 68. Keys to Social Play 4 Steps to Create Emotions that Drive MSO Viral Distribution <ul><li>3. Tilt Factor Increase # of Players </li></ul><ul><ul><li>* Simple </li></ul></ul><ul><ul><li>* Mobile </li></ul></ul><ul><ul><li>* Frictionless </li></ul></ul><ul><li>4. Monetization Free </li></ul><ul><ul><li>* Social goods + services </li></ul></ul><ul><ul><li>* Enhance gameplay </li></ul></ul><ul><ul><li>* MTX 10% pay </li></ul></ul>PX <ul><li>1. Gameplay </li></ul><ul><li>Everyone </li></ul><ul><ul><li>* Simple </li></ul></ul><ul><ul><li>* Appealing </li></ul></ul><ul><ul><li>* Participation </li></ul></ul><ul><li>2. Social Features People Fun </li></ul><ul><ul><li>* Social Emotions </li></ul></ul><ul><ul><li>* Match PX Profile </li></ul></ul><ul><ul><li>* Build Trust </li></ul></ul>
    65. 69. <ul><li>4. Monetization </li></ul><ul><li>Free to Play </li></ul>
    66. 70. Actions: Maple Story social interaction creates value
    67. 71. MSO#4: Social Goods and Services, Enhance Gameplay, MTX 10%
    68. 72. Keys to Social Play 4 Steps to Create Emotions that Drive MSO Viral Distribution <ul><li>3. Tilt Factor Increase # of Players </li></ul><ul><ul><li>* Simple </li></ul></ul><ul><ul><li>* Mobile </li></ul></ul><ul><ul><li>* Frictionless </li></ul></ul><ul><li>4. Monetization Free </li></ul><ul><ul><li>* Social goods + services </li></ul></ul><ul><ul><li>* Enhance gameplay </li></ul></ul><ul><ul><li>* MTX 10% pay </li></ul></ul>PX Features to build now <ul><li>1. Gameplay </li></ul><ul><li>Everyone </li></ul><ul><ul><li>* Simple </li></ul></ul><ul><ul><li>* Appealing </li></ul></ul><ul><ul><li>* Participation </li></ul></ul><ul><li>2. Social Features People Fun </li></ul><ul><ul><li>* Social Emotions </li></ul></ul><ul><ul><li>* Match PX Profile </li></ul></ul><ul><ul><li>* Build Trust </li></ul></ul>
    69. 73. <ul><li>Imagine </li></ul>
    70. 74. Together
    71. 75. Fun with all 4 Keys Hard Fun Easy Fun Serious Fun People Fun
    72. 76. The 4 Fun Keys Everyone has fun playing Hard Fun Fiero People Fun Amusement Easy Fun Curiosity Serious Fun Relaxation emotion < choice < mechanic > choice > emotion whitepapers: xeodesign.com
    73. 77. World at night
    74. 78. World at night
    75. 79. Tag! You’re it! Make your next game M assively S ocial and O nline! <ul><li>Nicole Lazzaro </li></ul><ul><li>Email: [email_address] </li></ul><ul><li>Twitter: @NicoleLazzaro </li></ul><ul><li>White papers and slides: </li></ul><ul><li>xeodesign.com </li></ul><ul><li>Slideshare.com/NicoleLazzaro </li></ul>Coming Soon! TiltWorld.com
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