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The Player's Journey: drive sustained engagement with Onboarding, Habit-Building and Mastery
 

The Player's Journey: drive sustained engagement with Onboarding, Habit-Building and Mastery

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    The Player's Journey: drive sustained engagement with Onboarding, Habit-Building and Mastery The Player's Journey: drive sustained engagement with Onboarding, Habit-Building and Mastery Presentation Transcript

    • 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
    • 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* * Source: Rules of Play
    • 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? Know their habits, desires, paint points, interaction style
    • 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 people’s lives
    • 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
    • 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 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
    • 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 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
    • How can we create game-like experiences for a particular audience? 1. Understand your Microvertical 2. Create a compelling Core Loop
    • 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 / Artifacts Feedback & Progress Build Skill + Motivation
    • 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
    • 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
    • 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
    • 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 compelling Core Loop 3. Design for Onboarding, Habit-Building & Mastery
    • 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 content
    • 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 constraints drive urgency
    • 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
    • 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 _________ 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
    • 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 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
    • 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 compelling Core Loop 3. Design for Onboarding, Habit-Building & Mastery
    • 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 Drive by Dan Pink Punished by Rewards by Alfie Cohen A Game Designer’s View of Gamification by Richard Bartle Resources