Amy Jo Kim, Ph.D. - Co-founder, Shufflebrain Private & Confidential – Do Not Distribute
The Player’s Journey
build sustain...
Amy Jo Kim - Social Game Designer
formal competition destroyed my love of music
playing with others re-ignited my passion
Game: a system in which players engage in an
artificial conflict, defined by rules, that results in a
quantifiable outcome...
We are opponents
I Win You Lose
Zero-Sum Game
Head-to-Head Battles War Simulations
Rank-Ordered Competitions Gambling
a structured experience with rules
and goals that’s fun to play together*
* Source: The Player’s Journey (forthcoming)
We are partners
Non-Zero-Sum Game
Win-Win
Lose-Lose
Double-Dutch Pictionary
Charity WalkPortal 2
How can we create game-like
experiences for a particular audience?
1. Understand your Microvertical
Who are your (early-adopter) players?
What are their motivations & pain points?
How do they interact AKA play together?
Kn...
Which activities do they find intrinsically
motivating?
Extrinsic Rewards often Backfire
can impair creative thinking and intrinsic motivation
Effective for completing simple
tasks and guiding players
towards system mastery
Extrinsic Rewards Sometimes Work
Tap Intrinsic Motivation FIRST
address a NEED/PAIN POINT
CONNECT via shared glimpses of everyday life, EVESDROP on other p...
Autonomy – the desire to direct our own lives.
Mastery — the urge to get better at something that matters.
Purpose — AKA b...
Self-Determination Theory
Autonomy & Choice
Competence, Mastery & Learning
Purpose, Relatedness & Belonging
Motivation & Game Elements
Autonomy
& Choice
Purpose
& Belonging
Mastery
& Learning
BackStory & Mission
Real-world Impact
...
Killers Achievers
Socializers
Explorers
Bartles 4 Player Types (1996)
Jane McGonigalRichard Bartle
Points, Badges, Levels, Leaderboards… appeal
primarily to Achievers
Compete
Collaborate
Content People
Kim’s Social Action Matrix
Explore
Interactin
Acting
Create
Explore content, levels & worlds to
discover what’s new, interesting & valuable
Create and customize digital presence
to showcase taste, skills & affiliations
Compete to test & develop skills
& crush opponents
Collaborate to win together &
accomplish something greater than ourselves
What are you Product-Defining Social Actions?
Content Players
Create
Compete
Collaborate
Help
Comment Lik
e
Share
Greet
Wi...
How can we create game-like
experiences for a particular audience?
1. Understand your Microvertical
2. Create a compelling...
Short, Engaging Activity
Task / Mission / Game / Quiz / Gift
Short, Engaging Activities Fuel the Loop
Short, Engaging Activity
Task / Mission / Game / Quiz / Gift
Feedback & Progress
Messages / Stats / Challenges / Awards / ...
Engaging Activity
Task / Mission / Game / Quiz / Gift
Trigger
Investment & CTA
Customize / Earn / Share / Help / Follow
Fe...
Engaging Activity
Task / Mission / Game / Quiz / Gift
Trigger
Investment & CTA
Customize / Earn / Share / Help / Follow
Fe...
Complete
Next Lesson
Got a few
min. to spare
Come Back Tomorrow -
Don’t Break Your Streak
Earn XP, LevelUp,
Unlock Next Le...
Engaging Activities Fuel the Loop
Feedback & Progress Light the Way
Triggers & Investment Pull Players Back
How can we create game-like
experiences for a particular audience?
1. Understand your Mvicrovertical
2. Create a compellin...
Onboarding
Habit-Building
Mastery
Think through your Player’s Journey
Regulars need fresh content/activities/challengesNewbies need Onboarding
welcome + goals + progress + achievable rewards
Regulars Build Habits
ongoing source of fresh content/activities/challenges
Enthusiasts Seek Mastery
expertise rewarded with exclusivity, recognition, impact
Duolingo Player’s Journey
Mastery
Onboarding
Habit-Building
Onboarding Phase 1
Onboarding Phase 2
Habit-Building
Mastery
Case Study: Kickstarter
Kickstarter Onboarding
Kickstarter Habit-Building
Kickstarter Mastery
Regulars need fresh content/activities/challengesExplore up-and-coming projects
Constant stream of quirky, interesting con...
Regulars need fresh content/activities/challengesExpress + Collaborate
by backing or running projects
Regulars need fresh content/activities/challengesCompete with the system
to get your project funded
Funding goals + time c...
View Kickstarter
Campaign
See donation
social update
Donate to
Campaign
Kickstarter Core Loop
When _________ I want to ___...
Engaging Activities Fuel the Loop
Feedback & Progress Light the Way
Triggers & Investment Pull Players Back
Case Study: Minecraft
Habit-Building
Onboarding
Build a Shelter to Survive the Night
Habit-Building
Play Minecraft → Watch Videos → Play Again
Mastery
Install MODs / Create MODs / Run Shared Server
Regulars need fresh content/activities/challengesExplore randomly-generated
landscapes
Regulars need fresh content/activities/challenges
Create anything you can imagine
Regulars need fresh content/activities/challengesCollaborate to survive, create, share
Bigger challenges inspire teamwork
Regulars need fresh content/activities/challengesCompete with the system to
survive the night
Explore & Build in a
simulation sandbox
get an urge
to build
Create Your
House/Farm/City
Minecraft Core Loop
When ________...
Engaging Activities Fuel the Loop
Feedback & Progress Light the Way
Triggers & Investment Pull Players Back
Case Study: Twitter
Onboarding
Find People to Follow
Habit-Building
Read & Respond to Updates / Post Update / Check Feedback
Mastery
Create something using the Twitter API
Explore People, Topics, Trends
Create Tweets & ReTweets
Collaborate by Retweeting, Faving
Compete to gain followers
Read & Reply to
Updates & Messages
urge for a
quick break
Edit My Follow List
Check my Replies, Faves,
Retweets, Follower ...
Engaging Activities Fuel the Loop
Feedback & Progress Light the Way
Triggers & Investment Pull Players Back
How can we create game-like
experiences for a particular audience?
1. Understand your Mvicrovertical
2. Create a compellin...
People respond to different
styles of interactive play
don’t assume zero-sum mechanics will work for everyone
a compelling Core Loop can make
your experience more game-like
feedback & meaningful progress
light the path
Thank You
@amyjokim on Twitter
http://amyjokim.com
amyjokim@gmail.com
Achievements
Considered Harmful
by Chris Hecker
Driv...
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The Player's Journey: drive sustained engagement with Onboarding, Habit-Building and Mastery

  1. 1. Amy Jo Kim, Ph.D. - Co-founder, Shufflebrain Private & Confidential – Do Not Distribute The Player’s Journey build sustained engagement with Onboarding, Habit-Building & Mastery
  2. 2. Amy Jo Kim - Social Game Designer
  3. 3. formal competition destroyed my love of music
  4. 4. playing with others re-ignited my passion
  5. 5. Game: a system in which players engage in an artificial conflict, defined by rules, that results in a quantifiable outcome* * Source: Rules of Play
  6. 6. We are opponents I Win You Lose Zero-Sum Game
  7. 7. Head-to-Head Battles War Simulations Rank-Ordered Competitions Gambling
  8. 8. a structured experience with rules and goals that’s fun to play together* * Source: The Player’s Journey (forthcoming)
  9. 9. We are partners Non-Zero-Sum Game Win-Win Lose-Lose
  10. 10. Double-Dutch Pictionary Charity WalkPortal 2
  11. 11. How can we create game-like experiences for a particular audience? 1. Understand your Microvertical
  12. 12. Who are your (early-adopter) players? What are their motivations & pain points? How do they interact AKA play together? Know their habits, desires, paint points, interaction style
  13. 13. Which activities do they find intrinsically motivating?
  14. 14. Extrinsic Rewards often Backfire can impair creative thinking and intrinsic motivation
  15. 15. Effective for completing simple tasks and guiding players towards system mastery Extrinsic Rewards Sometimes Work
  16. 16. Tap Intrinsic Motivation FIRST address a NEED/PAIN POINT CONNECT via shared glimpses of everyday life, EVESDROP on other people’s lives
  17. 17. Autonomy – the desire to direct our own lives. Mastery — the urge to get better at something that matters. Purpose — AKA belonging to something bigger than ourselves
  18. 18. Self-Determination Theory
  19. 19. Autonomy & Choice
  20. 20. Competence, Mastery & Learning
  21. 21. Purpose, Relatedness & Belonging
  22. 22. Motivation & Game Elements Autonomy & Choice Purpose & Belonging Mastery & Learning BackStory & Mission Real-world Impact Group Quests Group Stats Connect w/Friends Join a Teams, Guilds or Faction Progress Markers Skill Systems Reputation Systems Mission Trees Real-time Feedback Collections Unlocks Choose Your Role Customize Your Character Customize Your Background Explore a World, Map or Taxonomy Purchase Items
  23. 23. Killers Achievers Socializers Explorers Bartles 4 Player Types (1996)
  24. 24. Jane McGonigalRichard Bartle Points, Badges, Levels, Leaderboards… appeal primarily to Achievers
  25. 25. Compete Collaborate Content People Kim’s Social Action Matrix Explore Interactin Acting Create
  26. 26. Explore content, levels & worlds to discover what’s new, interesting & valuable
  27. 27. Create and customize digital presence to showcase taste, skills & affiliations
  28. 28. Compete to test & develop skills & crush opponents
  29. 29. Collaborate to win together & accomplish something greater than ourselves
  30. 30. What are you Product-Defining Social Actions? Content Players Create Compete Collaborate Help Comment Lik e Share Greet Win Challenge Showoff Compare Taunt Express Design Customize Choose Decorat e Build Contribute Explore Collect Rat e View Review Vote Curat e Purchase Interactin Acting
  31. 31. How can we create game-like experiences for a particular audience? 1. Understand your Microvertical 2. Create a compelling Core Loop
  32. 32. Short, Engaging Activity Task / Mission / Game / Quiz / Gift Short, Engaging Activities Fuel the Loop
  33. 33. Short, Engaging Activity Task / Mission / Game / Quiz / Gift Feedback & Progress Messages / Stats / Challenges / Awards / Artifacts Feedback & Progress Build Skill + Motivation
  34. 34. Engaging Activity Task / Mission / Game / Quiz / Gift Trigger Investment & CTA Customize / Earn / Share / Help / Follow Feedback & Progress Messages / Stats / Challenges / Awards / Artifacts Triggers & Investment Pull Players Back
  35. 35. Engaging Activity Task / Mission / Game / Quiz / Gift Trigger Investment & CTA Customize / Earn / Share / Help / Follow Feedback & Progress Messages / Stats / Challenges / Awards / Artifacts Job Stories clarify the interaction & value prop When _________ I want to ________________ so I can _____________activity + goal outcometrigger
  36. 36. Complete Next Lesson Got a few min. to spare Come Back Tomorrow - Don’t Break Your Streak Earn XP, LevelUp, Unlock Next Lesson Duolingo Core Loop When _________ I want to ________________ so I can _____________ Have a few min. to spare get email notification complete a lesson or two in Duolingo speak a foreign language Spend Ingots, Customize Your Look
  37. 37. Engaging Activities Fuel the Loop
  38. 38. Feedback & Progress Light the Way
  39. 39. Triggers & Investment Pull Players Back
  40. 40. How can we create game-like experiences for a particular audience? 1. Understand your Mvicrovertical 2. Create a compelling Core Loop 3. Design for Onboarding, Habit-Building & Mastery
  41. 41. Onboarding Habit-Building Mastery Think through your Player’s Journey
  42. 42. Regulars need fresh content/activities/challengesNewbies need Onboarding welcome + goals + progress + achievable rewards
  43. 43. Regulars Build Habits ongoing source of fresh content/activities/challenges
  44. 44. Enthusiasts Seek Mastery expertise rewarded with exclusivity, recognition, impact
  45. 45. Duolingo Player’s Journey Mastery Onboarding Habit-Building
  46. 46. Onboarding Phase 1
  47. 47. Onboarding Phase 2
  48. 48. Habit-Building
  49. 49. Mastery
  50. 50. Case Study: Kickstarter
  51. 51. Kickstarter Onboarding
  52. 52. Kickstarter Habit-Building
  53. 53. Kickstarter Mastery
  54. 54. Regulars need fresh content/activities/challengesExplore up-and-coming projects Constant stream of quirky, interesting content
  55. 55. Regulars need fresh content/activities/challengesExpress + Collaborate by backing or running projects
  56. 56. Regulars need fresh content/activities/challengesCompete with the system to get your project funded Funding goals + time constraints drive urgency
  57. 57. View Kickstarter Campaign See donation social update Donate to Campaign Kickstarter Core Loop When _________ I want to ________________ so I can _____________ see a great campaign bored, wanna browse donate to the campaign feel connected - like I’m making a difference Share Your Donation Story
  58. 58. Engaging Activities Fuel the Loop
  59. 59. Feedback & Progress Light the Way
  60. 60. Triggers & Investment Pull Players Back
  61. 61. Case Study: Minecraft Habit-Building
  62. 62. Onboarding Build a Shelter to Survive the Night
  63. 63. Habit-Building Play Minecraft → Watch Videos → Play Again
  64. 64. Mastery Install MODs / Create MODs / Run Shared Server
  65. 65. Regulars need fresh content/activities/challengesExplore randomly-generated landscapes
  66. 66. Regulars need fresh content/activities/challenges Create anything you can imagine
  67. 67. Regulars need fresh content/activities/challengesCollaborate to survive, create, share Bigger challenges inspire teamwork
  68. 68. Regulars need fresh content/activities/challengesCompete with the system to survive the night
  69. 69. Explore & Build in a simulation sandbox get an urge to build Create Your House/Farm/City Minecraft Core Loop When _________ I want to ________________ so I can _____________ want some escapist play see video, get idea build something new in Minecraft express my creativity & share my kids’ hobby Showoff Your Creations Teach Others to Build watch Minecraft videos
  70. 70. Engaging Activities Fuel the Loop
  71. 71. Feedback & Progress Light the Way
  72. 72. Triggers & Investment Pull Players Back
  73. 73. Case Study: Twitter
  74. 74. Onboarding Find People to Follow
  75. 75. Habit-Building Read & Respond to Updates / Post Update / Check Feedback
  76. 76. Mastery Create something using the Twitter API
  77. 77. Explore People, Topics, Trends
  78. 78. Create Tweets & ReTweets
  79. 79. Collaborate by Retweeting, Faving
  80. 80. Compete to gain followers
  81. 81. Read & Reply to Updates & Messages urge for a quick break Edit My Follow List Check my Replies, Faves, Retweets, Follower Count Twitter Core Loop When _________ I want to ________________ so I can _____________ I need a work break get email Notification read updates from people I admire & like feel connected & stimulated w/short time investment
  82. 82. Engaging Activities Fuel the Loop
  83. 83. Feedback & Progress Light the Way
  84. 84. Triggers & Investment Pull Players Back
  85. 85. How can we create game-like experiences for a particular audience? 1. Understand your Mvicrovertical 2. Create a compelling Core Loop 3. Design for Onboarding, Habit-Building & Mastery
  86. 86. People respond to different styles of interactive play don’t assume zero-sum mechanics will work for everyone
  87. 87. a compelling Core Loop can make your experience more game-like
  88. 88. feedback & meaningful progress light the path
  89. 89. Thank You @amyjokim on Twitter http://amyjokim.com amyjokim@gmail.com Achievements Considered Harmful by Chris Hecker Drive by Dan Pink Punished by Rewards by Alfie Cohen A Game Designer’s View of Gamification by Richard Bartle Resources
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