STICKINESSPerfect world:Universally applicableObvious, simple, fast, stable, reliable, robustInstant ROIReal world:Not everyone just gets itConstant tension between easy and powerfulWe need to encourage customergrowth/evolution
STICKINESSStickiness isn’t:DelightInnovationFeature richnessStickiness is:Making your product indispensable andpainful to replace.Essential for success with SaaSAdopt and extendUpsell/cross-sell
TWO PARTS OF GAMIFICATION Stickiness = Loyalty + ReputationLoyalty • User + system • Progress tracking • Tangible Rewards • Isolated recognitionReputation • Player + community • Results surfacing • Status Rewards • Social recognition
LOYALTY & REPUTATION REPUTATIONLOYALTY
LOYALTY & REPUTATION Gamification Type Motivations People Player + system Extrinsic LaborersLOYALTY Progress tracking (monetary rewards) Customers Tangible rewards Works well for directed ‘Soldiers’ Isolated recognition tasksREPUTATION Player + community Intrinsic Thinkers Results surfacing (social standing) Fans Status rewards Works well with freeform ‘Artists’ Social recognition problem solving
Motivations PeopleLOYALTY: Extrinsic v (monetary rewards) Laborers Customers Works well for directed ‘Soldiers’ tasksInternal - employees External - customers • ‘On the floor’ workers • Frequent buyer/user programs • Sales team • Fitness training regimens • Customer service • Events / Conferences • Training Programs
ADOPTION OF LOYALTY How to design for gamified Loyalty? 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, AccessBottom Line: Highlight relevant metrics and build towards rewards
WHY IS LOYALTY IMPORTANT? Build a dependency- a symbiotic relationshipLoss Aversion All of your progress will be lost if you go to a competitorCondition Dependency Develop an expectation for reward that can’t be found elsewhere. Competitor experiences will feel empty, less compelling.Develop a Routine Rewards help make behaviors habits. Habits are hard to break.
THE COMPETITION GAMBLE Competition increases the ‘pressure’ to succeed in a Loyalty environment. More pressure in an individual context than on teams Competition is: • Ranks • Leaderboards • Score comparisons 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 • SalesBottom Line: Know your audience before you introduce competition
Motivations PeopleREPUTATION: Intrinsic v (social standing) Thinkers Fans Works well for freeform ‘Artists’ problem solvingInternal – your users/employees External - customers • Knowledge share • Fan communities • Team collaboration • Q&A communities • Identifying experts • Content Crowdsourcing
ADOPTION OF REPUTATION How do you get gamified reputation?Work with existing reputation structures • Title • Years experience • Area of expertise • Sense of Value providedWorst case scenario: Redefine the aboveBest case scenario: Accurately visualize them (particularly the last two)Worst case example:Define ‘Top collaborator status’ and award according to emails sentBest case example:Define ‘Top collaborator status’ and award according to peerrecognition (‘helpful’ votes) Bottom Line: Objective is to highlight relevant metrics
WHY IS REPUTATION IMPORTANT?Q: Why not just rely on existing rewards and status?A: You can never over-emphasize the story of growthQ: Why? What is meant by Growth?A: Growth describes a sense of purpose.Another way to think about it: You are born You do some stuff … and then you die What’s the point? Why are we here?
WHAT’S THE POINT? No matter who you ask, the answer is almost always a form of growth. Typically one or more of the following four: Learning The things I learned – the experiences I had – the knowledge I harnessed. Overcoming Challenges The challenges I overcame – my measurable accomplishments – my impact. Making Social Connections The connections I made – the people I knew – the relationships I fostered. Building Order My 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.
HOW TO GAMIFYVALUE GROWTHPayouts Learning – Discounts – Exploration – Extended Free Trials – Discovery – Privileges – Access – Record of Acquired SkillsPride Challenges Overcome – Celebrate success – Talent Recognition – Visualize progress – Tests of Skill – Contextualize – Record of Victory accomplishments (rank) Connections MadePreferences – Social Updates – ‘Personality’ Profile – Social Discovery – Solicit Opinions – Record of Helpfulness – Influence the Experience Creating Order – Success Scheduling – Completionism – Record of Progress.
HOW TO REWARDValue Growth• Make it for your workers - loyalty • Make it for your thinkers - reputation• Make it personal • Make it social REPUTATION LOYALTY
DESIGN TENETSMake it relevant • Know your audience • Define the value proposition • Market it appropriately – don’t distractPromote specific growth • Specializations • FeaturesRemove the chaff aka optimize • If it’s not compelling, cut it
REMOVE THE CHAFFValue: conformist? Potential: lowValue: prolific? Potential: medium More specific?Value: involved? Potential: medium More specific?Value: prolific? Potential: medium Redundant?Value: peer Potential: highvalidation? More specific?How could these be more specific? More informative of individualism?
PACKAGING IT UP Badgeville Game Frameworks
COMPANY COLLABORATOR Reputation/Growth
GENTLE GUIDE Task Management
GENTLE GUIDEOnboarding and Skill Development
GENTLE GUIDEOnboarding and Skill Developmentt
GAMIFICATION IS A PROGRAM 845 Million 2 Billion Minutes 60 Hours of VideoActive Users of Play Per Day Uploaded Per Minute