MFW15 presentation slides of Amy Jo Kim.

1. Amy Jo Kim, Ph.D ©2015 All Rights
The Co-op Revolution
5 Tips for Designing Collaboration

2. Amy Jo Kim, Ph.D.
Co-Founder & Creative Director
Shufflebrain Partners
shufflebrain.com
Creator & Head Coach
Getting to Alpha
getting2alpha.com

4. Amy Jo Kim co-founder, Shufflebrain
we specialize in
early-stage design & innovation
The Sims eBay
Rock Band Covet Fashion

5. Nine Timeless Design Strategies (2000)
1. Define and articulate your Purpose
2. Build flexible, extensible gathering Places
3. Create meaningful evolving Profiles
4. Design for a range of Roles
5. Develop a strong Leadership program
6. Encourage appropriate Etiquette
7. Promote cyclic Events
8. Integrate the Rituals of community life
9. Facilitate member-run Groups

6. Nine Timeless Design Strategies (2000)
1. Define and articulate your Purpose
2. Build flexible, extensible gathering Places
3. Create meaningful evolving Profiles
4. Design for a range of Roles
5. Develop a strong Leadership program
6. Encourage appropriate Etiquette
7. Promote cyclic Events
8. Integrate the Rituals of community life
9. Facilitate member-run Groups

7. The Membership Lifecycle

8. The Membership Lifecycle

9. Discovery
Mastery
Onboarding
Habit-Building
The Players Journey

10. How do you design for
sustained engagement?

11. is for EnthusiastsStage 1: Discovery
Discovery
What is this? Is it for me? What’s the value proposition?

12. is for EnthusiastsStage 2: Onboarding
Discovery
Onboarding
How do I start getting (& giving) value? What do I need to learn?

13. is for EnthusiastsStage 3: Habit-building
Discovery
Onboarding
Habit-Building
What pulls me back repeatedly? What am I getting better at?

14. is for EnthusiastsStage 4: Mastery
Discovery
Onboarding
Habit-Building
Mastery
What skill am I building? How can I leverage that?

15. Product Narrative Core Loop
start here 
MVP PrototypeDesign a compelling Core Loop

16. Engaging Activities fuel the loop

17. Feedback + Progress light the path to Mastery

18. Investment & triggers pull people back

19. Games have core loops

20. So do (some) products, apps & services

21. Not everyone is motivated by
zero-sum mechanics

22. GAME: a system in which players engage in an
artificial conflict, defined by rules, that results in a
quantifiable outcome*
* Source: Rules of Play

23. Zero-Sum Game
We are opponents
I Win You Lose

24. Head-to-Head Battles War Simulations
Rank-Ordered Competitions Gambling

25. GAME: a structured experience with rules
and goals that’s fun to play together*
* Source: The Player’s Journey

26. Non-Zero-Sum Game
We are partners
Win-Win
Lose-Lose

27. Martial Arts Charity Walk
Double Dutch Pictionary

28. Why should we care?
Three Disruptive Trends
Re-shaping the games industry

29. 1. Platform Disruption
Gaming is moving to mobile connected devices

30. Console market share shrinking –
growth is in mobile & PCs
Source: Digi-Captial Global Games Investment Review

31. 2: Audience Disruption
Everyone’s a gamer – all ages, both genders

32. 93% of kids 8-13
play games online
Source: M2 Research
Source: Inside Facebook
fastest-growing Facebook
demographic is women 55+

33. 3: Content Disruption
The rise of mutual entertainment AKA UGC

35. where is the Blue Ocean in this
shifting landscape?

36. How do you
design for
collaboration?

37. 1. Compete with the System
Design for Collaboration

38. Tackle protein-folding science
puzzles

39. Join Forces to Beat a Project
Deadline

40. Complete your Self-selected Track

41. 1. Compete with the System
2. Shared Resources, Outcomes & Goals
Design for Collaboration

42. Shared Gathering Place
Slack Team Hub with channels and sub-groups

43. Shared Closet
You can borrow clothes
from your friend’s closet

44. Shared Score
shared score in 2-player coop mode

45. Shared Environment

46. If your friend comes over, you can re-mix pieces
Shared Toys

47. Shared Goals
The Contenders - self-organized Foldit team

48. What resources, outcomes and
goals can YOUR players share?

49. 1. Compete with the System
2. Shared Resources, Outcomes & Goals
3. Inter-dependent Roles
Design for Collaboration

50. earn the ability to judge crimes & punish bad behavior
Judges & Enforcers

51. Expert players are invited to play curation & leadership roles
Writers & Editors

52. Stylists & Fashionistas
Expert players are invited to play stylist

53. What inter-dependent roles can
YOUR players engage in?

54. 1. Compete with the System
2. Shared Resources, Outcomes & Goals
3. Inter-dependant Roles
4. Cooperative Social Gestures
Design for Collaboration

55. Like, Retweet, Fave

56. Hug & High-5

57. Kudos for Teamwork

58. Coordinated Movements

59. Share or Donote to a Campaign

60. What co-op social gestures can
YOUR players make?

61. 1. Compete with the System
2. Shared Resources, Outcomes & Goals
3. Inter-dependant Roles
4. Cooperative Social Gestures
5. Non-Zero Stats & Spotlights
Design for Collaboration

62. Community Stats & Social Proof

63. Collective Achievement

64. Topical Spotlights

65. Featured Posts

66. Community Contests

67. Group Achievements

68. Which non-zero stats and
spotlights can YOU leverage?

69. Once upon a time

70. a girl had a transformative experience

71. and they played happily ever after

72. The Coop Revolution is Here*
*it’s just not evenly distributed

73. Games shape how we see the world
Seize the opportunity
Think Co-op First

74. Team Co-op
Dan Cook
@danctheduck
Michael Molinari
@OneMrBean
Chelsea Howe
@manojalpa
Amy Jo Kim
@amyjokim
Sandie Richards
@sandierichards
shout-out to my co-conspirators

75. Thank you
Follow me on Twitter: @amyjokim