The Player's Journey: drive sustained engagement with Onboarding, Habit-Building and Mastery
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  • 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. Amy Jo Kim - Social Game Designer
  • 3. formal competition destroyed my love of music
  • 4. playing with others re-ignited my passion
  • 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. We are opponents I Win You Lose Zero-Sum Game
  • 7. Head-to-Head Battles War Simulations Rank-Ordered Competitions Gambling
  • 8. a structured experience with rules and goals that’s fun to play together* * Source: The Player’s Journey (forthcoming)
  • 9. We are partners Non-Zero-Sum Game Win-Win Lose-Lose
  • 10. Double-Dutch Pictionary Charity WalkPortal 2
  • 11. How can we create game-like experiences for a particular audience? 1. Understand your Microvertical
  • 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. Which activities do they find intrinsically motivating?
  • 14. Extrinsic Rewards often Backfire can impair creative thinking and intrinsic motivation
  • 15. Effective for completing simple tasks and guiding players towards system mastery Extrinsic Rewards Sometimes Work
  • 16. Tap Intrinsic Motivation FIRST address a NEED/PAIN POINT CONNECT via shared glimpses of everyday life, EVESDROP on other people’s lives
  • 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. Self-Determination Theory
  • 19. Autonomy & Choice
  • 20. Competence, Mastery & Learning
  • 21. Purpose, Relatedness & Belonging
  • 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. Killers Achievers Socializers Explorers Bartles 4 Player Types (1996)
  • 24. Jane McGonigalRichard Bartle Points, Badges, Levels, Leaderboards… appeal primarily to Achievers
  • 25. Compete Collaborate Content People Kim’s Social Action Matrix Explore Interactin Acting Create
  • 26. Explore content, levels & worlds to discover what’s new, interesting & valuable
  • 27. Create and customize digital presence to showcase taste, skills & affiliations
  • 28. Compete to test & develop skills & crush opponents
  • 29. Collaborate to win together & accomplish something greater than ourselves
  • 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. How can we create game-like experiences for a particular audience? 1. Understand your Microvertical 2. Create a compelling Core Loop
  • 32. Short, Engaging Activity Task / Mission / Game / Quiz / Gift Short, Engaging Activities Fuel the Loop
  • 33. Short, Engaging Activity Task / Mission / Game / Quiz / Gift Feedback & Progress Messages / Stats / Challenges / Awards / Artifacts Feedback & Progress Build Skill + Motivation
  • 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. 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. 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. Engaging Activities Fuel the Loop
  • 38. Feedback & Progress Light the Way
  • 39. Triggers & Investment Pull Players Back
  • 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. Onboarding Habit-Building Mastery Think through your Player’s Journey
  • 42. Regulars need fresh content/activities/challengesNewbies need Onboarding welcome + goals + progress + achievable rewards
  • 43. Regulars Build Habits ongoing source of fresh content/activities/challenges
  • 44. Enthusiasts Seek Mastery expertise rewarded with exclusivity, recognition, impact
  • 45. Duolingo Player’s Journey Mastery Onboarding Habit-Building
  • 46. Onboarding Phase 1
  • 47. Onboarding Phase 2
  • 48. Habit-Building
  • 49. Mastery
  • 50. Case Study: Kickstarter
  • 51. Kickstarter Onboarding
  • 52. Kickstarter Habit-Building
  • 53. Kickstarter Mastery
  • 54. Regulars need fresh content/activities/challengesExplore up-and-coming projects Constant stream of quirky, interesting content
  • 55. Regulars need fresh content/activities/challengesExpress + Collaborate by backing or running projects
  • 56. Regulars need fresh content/activities/challengesCompete with the system to get your project funded Funding goals + time constraints drive urgency
  • 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. Engaging Activities Fuel the Loop
  • 59. Feedback & Progress Light the Way
  • 60. Triggers & Investment Pull Players Back
  • 61. Case Study: Minecraft Habit-Building
  • 62. Onboarding Build a Shelter to Survive the Night
  • 63. Habit-Building Play Minecraft → Watch Videos → Play Again
  • 64. Mastery Install MODs / Create MODs / Run Shared Server
  • 65. Regulars need fresh content/activities/challengesExplore randomly-generated landscapes
  • 66. Regulars need fresh content/activities/challenges Create anything you can imagine
  • 67. Regulars need fresh content/activities/challengesCollaborate to survive, create, share Bigger challenges inspire teamwork
  • 68. Regulars need fresh content/activities/challengesCompete with the system to survive the night
  • 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. Engaging Activities Fuel the Loop
  • 71. Feedback & Progress Light the Way
  • 72. Triggers & Investment Pull Players Back
  • 73. Case Study: Twitter
  • 74. Onboarding Find People to Follow
  • 75. Habit-Building Read & Respond to Updates / Post Update / Check Feedback
  • 76. Mastery Create something using the Twitter API
  • 77. Explore People, Topics, Trends
  • 78. Create Tweets & ReTweets
  • 79. Collaborate by Retweeting, Faving
  • 80. Compete to gain followers
  • 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. Engaging Activities Fuel the Loop
  • 83. Feedback & Progress Light the Way
  • 84. Triggers & Investment Pull Players Back
  • 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. People respond to different styles of interactive play don’t assume zero-sum mechanics will work for everyone
  • 87. a compelling Core Loop can make your experience more game-like
  • 88. feedback & meaningful progress light the path
  • 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