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Game on: 16 design patterns for user engagement
Game on: 16 design patterns for user engagement
Game on: 16 design patterns for user engagement
Game on: 16 design patterns for user engagement
Game on: 16 design patterns for user engagement
Game on: 16 design patterns for user engagement
Game on: 16 design patterns for user engagement
Game on: 16 design patterns for user engagement
Game on: 16 design patterns for user engagement
Game on: 16 design patterns for user engagement
Game on: 16 design patterns for user engagement
Game on: 16 design patterns for user engagement
Game on: 16 design patterns for user engagement
Game on: 16 design patterns for user engagement
Game on: 16 design patterns for user engagement
Game on: 16 design patterns for user engagement
Game on: 16 design patterns for user engagement
Game on: 16 design patterns for user engagement
Game on: 16 design patterns for user engagement
Game on: 16 design patterns for user engagement
Game on: 16 design patterns for user engagement
Game on: 16 design patterns for user engagement
Game on: 16 design patterns for user engagement
Game on: 16 design patterns for user engagement
Game on: 16 design patterns for user engagement
Game on: 16 design patterns for user engagement
Game on: 16 design patterns for user engagement
Game on: 16 design patterns for user engagement
Game on: 16 design patterns for user engagement
Game on: 16 design patterns for user engagement
Game on: 16 design patterns for user engagement
Game on: 16 design patterns for user engagement
Game on: 16 design patterns for user engagement
Game on: 16 design patterns for user engagement
Game on: 16 design patterns for user engagement
Game on: 16 design patterns for user engagement
Game on: 16 design patterns for user engagement
Game on: 16 design patterns for user engagement
Game on: 16 design patterns for user engagement
Game on: 16 design patterns for user engagement
Game on: 16 design patterns for user engagement
Game on: 16 design patterns for user engagement
Game on: 16 design patterns for user engagement
Game on: 16 design patterns for user engagement
Game on: 16 design patterns for user engagement
Game on: 16 design patterns for user engagement
Game on: 16 design patterns for user engagement
Game on: 16 design patterns for user engagement
Game on: 16 design patterns for user engagement
Game on: 16 design patterns for user engagement
Game on: 16 design patterns for user engagement
Game on: 16 design patterns for user engagement
Game on: 16 design patterns for user engagement
Game on: 16 design patterns for user engagement
Game on: 16 design patterns for user engagement
Game on: 16 design patterns for user engagement
Game on: 16 design patterns for user engagement
Game on: 16 design patterns for user engagement
Game on: 16 design patterns for user engagement
Game on: 16 design patterns for user engagement
Game on: 16 design patterns for user engagement
Game on: 16 design patterns for user engagement
Game on: 16 design patterns for user engagement
Game on: 16 design patterns for user engagement
Game on: 16 design patterns for user engagement
Game on: 16 design patterns for user engagement
Game on: 16 design patterns for user engagement
Game on: 16 design patterns for user engagement
Game on: 16 design patterns for user engagement
Game on: 16 design patterns for user engagement
Game on: 16 design patterns for user engagement
Game on: 16 design patterns for user engagement
Game on: 16 design patterns for user engagement
Game on: 16 design patterns for user engagement
Game on: 16 design patterns for user engagement
Game on: 16 design patterns for user engagement
Game on: 16 design patterns for user engagement
Game on: 16 design patterns for user engagement
Game on: 16 design patterns for user engagement
Game on: 16 design patterns for user engagement
Game on: 16 design patterns for user engagement
Game on: 16 design patterns for user engagement
Game on: 16 design patterns for user engagement
Game on: 16 design patterns for user engagement
Game on: 16 design patterns for user engagement
Game on: 16 design patterns for user engagement
Game on: 16 design patterns for user engagement
Game on: 16 design patterns for user engagement
Game on: 16 design patterns for user engagement
Game on: 16 design patterns for user engagement
Game on: 16 design patterns for user engagement
Game on: 16 design patterns for user engagement
Game on: 16 design patterns for user engagement
Game on: 16 design patterns for user engagement
Game on: 16 design patterns for user engagement
Game on: 16 design patterns for user engagement
Game on: 16 design patterns for user engagement
Game on: 16 design patterns for user engagement
Game on: 16 design patterns for user engagement
Game on: 16 design patterns for user engagement
Game on: 16 design patterns for user engagement
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Game on: 16 design patterns for user engagement

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  • The real challenge is how to tap into it properly. And that leads us to…
  • Key Observations:Games often use cartoon story-boards to explain a taskWithout words, or to amuse the audience during a slow loadTime. Web / mobile apps are also tapping in the power of visual story-telling to explain user propositions or complex processed.
  • Key Observations:Game Tutorials often provide full hand-holding – to make sure the player learns the key skills needed without any confusion.
  • Key Observations:Game Tutorials often provide full hand-holding – to make sure the player learns the key skills needed without any confusion.
  • Key Observations:You can interact with everything in a game world – which feels fun and rewards exploration.
  • http://www.IMVU.comA great experience for beginners: IMVU gives you extra points for creating your avatar, talking to someone and even logging back in the next day.
  • http://www.IMVU.comA great experience for beginners: IMVU gives you extra points for creating your avatar, talking to someone and even logging back in the next day.
  • Key Observations:Negative incentives are common in games – they motivate action by giving the player something to fear to avoid. Negative incentives can be powerful, but very tricky to implement in a web application…
  • Key Observations:Many games require two or more players in order to happen – web and mobile apps are starting to do the same.
  • Key Observations:Social games are often played asynchronously: that is, when only one of the players is logged it at a time. Having a believable social exchange can be challenging – and designers have found ways to overcome that by using buttons such as “thank you” or “compliment.”Structured social commentary allows players to exchange only the type of dialogue that is desirable for the community – preventing spam and aggressive commentary. If you get a message saying someone “liked” your post or “thanked you,” you are likely to feel good and in that way “reengage” with the application. In addition, some social commentary can be used as a reputation base.
  • LINK TO CREATE REPUTATION
  • Key Observations:Social games are often played asynchronously: that is, when only one of the players is logged it at a time. Having a believable social exchange can be challenging – and designers have found ways to overcome that by using buttons such as “thank you” or “compliment.”Structured social commentary allows players to exchange only the type of dialogue that is desirable for the community – preventing spam and aggressive commentary. If you get a message saying someone “liked” your post or “thanked you,” you are likely to feel good and in that way “reengage” with the application. In addition, some social commentary can be used as a reputation base.
  • Key Observations:Social games are often played asynchronously: that is, when only one of the players is logged it at a time. Having a believable social exchange can be challenging – and designers have found ways to overcome that by using buttons such as “thank you” or “compliment.”Structured social commentary allows players to exchange only the type of dialogue that is desirable for the community – preventing spam and aggressive commentary. If you get a message saying someone “liked” your post or “thanked you,” you are likely to feel good and in that way “reengage” with the application. In addition, some social commentary can be used as a reputation base.
  • Key Observations:Sharing milestones – when they are meaningful, can create a viral effect and re-engage dormant users.
  • Key Observations:Social games are often played asynchronously: that is, when only one of the players is logged it at a time. Having a believable social exchange can be challenging – and designers have found ways to overcome that by using buttons such as “thank you” or “compliment.”Structured social commentary allows players to exchange only the type of dialogue that is desirable for the community – preventing spam and aggressive commentary. If you get a message saying someone “liked” your post or “thanked you,” you are likely to feel good and in that way “reengage” with the application. In addition, some social commentary can be used as a reputation base.
  • Key Observations:Sharing milestones – when they are meaningful, can create a viral effect and re-engage dormant users.
  • Key Observations:Progress meters as a tutorial tool: Complex applications can use progress meters to teach "what's next" and motivate users to move to the next stage of the application.Visualizing milestones can be motivational
  • Key Observations:Progress meters as a tutorial tool: Complex applications can use progress meters to teach "what's next" and motivate users to move to the next stage of the application.Visualizing milestones can be motivational and create anticipation
  • Transcript

    • 1. GAME ON: 16 DESIGN PATTERNSFOR USER ENGAGEMENT<br />Using game mechanics<br />to create engagement in social web applications.<br />NadyaDirekova, @nadya_d<br />Senior UX Designer, Game Mechanic<br />SXSW March 14th 2011<br />
    • 2. ABOUT ME: ONE FOOT IN GAMES, ONE FOOT IN UX<br />M.I.T. <br />Razorfish<br />Leapfrog <br />Backbone Ent.<br />Google / Hotpot<br />
    • 3. GAME MECHANICS RIGHT NOW<br />
    • 4. What are game mechanics?<br />Design patterns that promote<br />play and play-like engagement.<br />GAME MECHANICS <br />
    • 5. What are game mechanics?<br />Design patterns that promote<br />play and play-like engagement.<br />GAME MECHANICS <br />Repeatable<br />solutions to design problem.<br />DESIGN PATTERNS<br />
    • 6. What are game mechanics?<br />Design patterns that promote<br />play and play-like engagement.<br />GAME MECHANICS <br />Repeatable<br />solutions to design problem.<br />DESIGN PATTERNS<br />
    • 7. What are game mechanics?<br />Design patterns that promote<br />play and play-like engagement<br />GAME MECHANICS <br />Repeatable<br />solutions to design problem.<br />DESIGN PATTERNS<br />
    • 8. What are game mechanics?<br />Design patterns that promote<br />play and play-like engagement<br />GAME MECHANICS <br />Repeatable<br />solutions to design problem.<br />DESIGN PATTERNS<br />
    • 9. GAME MECHANICS – A BROAD ARRAY OF APPLICATIONS<br />Spending on Social Media Marketing and Gamification<br />Budgeting<br />Location Sharing<br />Test Prep<br />Recycling<br />Grockit.com<br />Four Square<br />Recycle bank.com<br />Mint.com<br />Chores<br />Exercise<br />Task Management<br />Even Brushing Teeth…<br />Nike Plus<br />Epic Win<br />Chore Wars<br />
    • 10. A BROAD ARRAY OF THINKERS<br />Spending on Social Media Marketing and Gamification<br />
    • 11. GAMIFICATION IS THE NEW BLACK<br />Spending on Social Media Marketing and Gamification<br />
    • 12. STATS AROUND GAME MECHANICS<br />What are companies looking to achieve with <br />game mechanics?<br />Source: M2 Research<br />
    • 13. STATS AROUND GAME MECHANICS<br />What is the current breakdown of companies<br /> on the gamification adoption curve?<br />Source: M2 Research<br />
    • 14. PROJECTED MARKETING SPENDING ON GAME MECHANICS<br />Spending on Social Media Marketing and Gamification<br />Source: M2 Research<br />
    • 15. GAMIFICATION FATIGUE<br />Spending on Social Media Marketing and Gamification<br />
    • 16. This is powerful stuff<br />
    • 17. IT’S MORE THAN POINTS AND BADGES:<br />><br />Game <br />mechanics <br />
    • 18. GAME MECHANICS DESIGN PATTERNS<br />
    • 19. LET’S TALK ABOUT...<br />WE’LL REVIEW <br />16 DESIGN PATTERNS<br />THAT CREATE GAME-LIKE USER ENGAGEMENT.<br />
    • 20. LET’S TALK ABOUT...<br />WE’LL REVIEW <br />16 DESIGN PATTERNS<br />THAT CREATE GAME-LIKE USER ENGAGEMENT.<br />WE’LL DISCUSS HOW THEY APPLY TO <br />3 ASPECTS <br />OF THE USER JOURNEY <br />
    • 21. LET’S TALK ABOUT...<br />WE’LL REVIEW <br />16 DESIGN PATTERNS<br />THAT CREATE GAME-LIKE USER ENGAGEMENT.<br />WE’LL DISCUSS HOW THEY APPLY TO <br />3 ASPECTS <br />OF THE USER JOURNEY: <br />COME AND TRY IT<br />
    • 22. LET’S TALK ABOUT...<br />WE’LL REVIEW <br />16 DESIGN PATTERNS<br />THAT CREATE GAME-LIKE USER ENGAGEMENT.<br />WE’LL DISCUSS HOW THEY APPLY TO <br />3 ASPECTS <br />OF THE USER JOURNEY: <br />COME AND TRY IT<br />BRING FRIENDS<br />
    • 23. LET’S TALK ABOUT...<br />WE’LL REVIEW <br />16 DESIGN PATTERNS<br />THAT CREATE GAME-LIKE USER ENGAGEMENT.<br />WE’LL DISCUSS HOW THEY APPLY TO <br />3 ASPECTS <br />OF THE USER JOURNEY: <br />COME AND TRY IT<br />BRING FRIENDS<br />COME BACK<br />
    • 24. “COME AND TRY IT” - Designing for 1st time users<br /><ul><li> Visual story telling
    • 25. Visual cues
    • 26. Tutorials
    • 27. Responsive objects
    • 28. Reward schedule
    • 29. Disincentives</li></li></ul><li>DESIGN PATTERN<br />1.1 VISUAL STORYTELLING<br />
    • 30. DESIGN PATTERN <br />Visual story telling – instead of long explanations<br />RUB RABBITS PRE-GAME SCREEN<br />GAME EXAMPLE<br />
    • 31. DESIGN PATTERN <br />Visual story telling – instead of long explanations<br />GROUP-ON: HOW IT WORKS<br />ZIP CAR: EXPLAIN THE PROPOSITION IN PICTURES<br />
    • 32. DESIGN PATTERN<br />1.2 VISUAL CUES<br />
    • 33. DESIGN PATTERN <br />VISUAL CLUEs<br />CITY OF IMMORTALS<br />GAME EXAMPLE<br />
    • 34. DESIGN PATTERN <br />Visual CLUES: example<br />FACEBOOK PLACES: PLAYING “FLASHLIGHT”<br />
    • 35. DESIGN PATTERN <br />Visual CLUES: example<br />PANDORA: HIGHLIGHT FEATURES THE USER MIGHT MISS OTHERWISE<br />
    • 36. DESIGN PATTERN<br />1.3 TUTORIAL / ONBOArDING<br /> ON RAILS<br />
    • 37. DESIGN PATTERN <br />TUTORIAL / ONBoArDING ON RAILS<br />FRONTIERVILLE<br />GAME EXAMPLE<br />
    • 38. DESIGN PATTERN <br />TUTORIAL / ONBOARDING ON RAILS<br />RIBBON HERO<br />GET GLUE: EXPERIENCE THE APP DURING THE ON-BOARDING<br />
    • 39. DESIGN PATTERN<br />1.4 responsive objects<br />
    • 40. DESIGN PATTERN <br />responsive objects<br />GAME EXAMPLE<br />
    • 41. DESIGN PATTERN <br />responsive objects<br />KNOW THAT YOU’RE DOING OK LOGGING IN WITH MINT.COM<br />HOVER ON A TWEET TO REVEAL NEW OPTIONS<br />
    • 42. DESIGN PATTERN<br />1.5 reward schedule<br />
    • 43. DESIGN PATTERN <br />Reward schedule<br />CITYVILLE COINS AND STARS: REWARDS FOR TAKING CARE OF YOUR CITY<br />“You can’t over-reward the player in the first 10 minutes.” - Sid Meier, designer of the game Civilization<br />
    • 44. DESIGN PATTERN <br />Reward the beginner<br />SHOPKICK<br />IMVU: POINTS FOR TRYING NEW THINGS<br />FOUR SQUARE NEWBIE BADGE<br />
    • 45. DESIGN PATTERN <br />Challenge the expert<br />PLANTS VS. ZOMBIE: SOME ACHIEVEMENTS<br />SEEM ALMOST IMPOSSIBLE TO UNLOCK<br />FOURSQAURE: SOME ACHIEVEMENTS ARE HARDER TO UNLOCK<br />
    • 46. DESIGN PATTERN<br />1.6 DISincentives<br />
    • 47. DESIGN PATTERN <br />DISincentives<br />PACMAN – YOU GOT EATEN BY GHOSTS!<br />GAME EXAMPLE<br />
    • 48. DESIGN PATTERN <br />DISincentives<br />STICKK HELPS YOU STICK TO GOALS USING NEGATIVE INCENTIVES<br />
    • 49. DESIGN PATTERN <br />DISIncentives<br />GROCKIT :<br />A/B TESTING SHOWS THAT NEGATIVE INCENTIVES HURT USER ENGAGAMENT<br />
    • 50. summary<br />“come and try it”<br /><ul><li> Visual story telling
    • 51. Visual cues
    • 52. Tutorials
    • 53. Responsive objects
    • 54. Reward schedule
    • 55. Disincentives</li></li></ul><li>DESIGN PATtERns for social engagement<br />“Bring your friends”<br />
    • 56. “BRING FRIENDS” - Designing for community<br /><ul><li> Gated trial – form a team
    • 57. Social feedback
    • 58. Reputation
    • 59. Sharing milestones
    • 60. Mischief</li></li></ul><li>DESIGN PATTERN<br />2.1 gated trial – form a team<br />
    • 61. DESIGN PATTERN <br />gated TRIAL – FORM A TEAM TO START<br />DODGE-BALL – YOU NEED A TEAM TO START<br />GAME EXAMPLE<br />
    • 62. DESIGN PATTERN <br />Why is a team so important?<br />
    • 63. DESIGN PATTERN <br />GATED TRIAL – FORM A TEAM TO START<br />
    • 64. DESIGN PATTERN <br />GATED TRIAL – FORM A TEAM TO START<br />OLD TWITTER SIGN UP – 3 SCREENS<br />NEW TWITTER SIGN UP – 4 SCREENS (NOW REDESIGNED)<br />
    • 65. DESIGN PATTERN <br />GATED TRIAL – FORM A TEAM TO START<br />NEW TWITTER SIGN UP <br />
    • 66. DESIGN PATTERN<br />2.2 social feedback <br />
    • 67. DESIGN PATTERN <br />social FEEDBACk<br />CITYVILLE – ASYNCHRONOUS COMMUNICATION BUTTONS<br />GAME EXAMPLE<br />
    • 68. DESIGN PATTERN <br />SOCIAL FEEDBACK EXAMPLE – thank you buttons<br />AADVARK “THANK YOU NOTES”<br />QUORA “THANK YOU NOTES”<br />
    • 69. DESIGN PATTERN <br />Social feedback EXAMPLE - COMPLIMENTS<br />YELP: SELECT A COMPLIMENT AND WRITE A MESSAGE<br />
    • 70. DESIGN PATTERN <br />Social feedback EXAMPLE – VOTING, LIKES, RETWEETS<br />QUORA VOTING<br />FACEBOOK LIKES<br />TWEET AND RETWEET<br />
    • 71. Design pattern<br />2.3REPUTATION<br />
    • 72. DESIGN PATTERN <br />REPUTATION<br />SIMPLE REPUTATION SCORE IN CITYVILLE<br />GAME EXAMPLE<br />
    • 73. DESIGN PATTERN <br />REPUTATION<br />EBAY REPUTAION = MORE TRUST<br />ONE UP ME FORUM REPUTAION = MORE VOTING POWER<br />
    • 74. Design pattern<br />2.3sharing achievements<br />
    • 75. DESIGN PATTERN <br />Sharing achievements<br />XBOX LIVE<br />GAME EXAMPLE<br />
    • 76. DESIGN PATTERN <br />Sharing ACHIEVEMENTS<br />FOUR SQAURE BADGE UNLOCKED!<br />
    • 77. DESIGN PATTERN<br />2.4 MISCHIEF<br />
    • 78. DESIGN PATTERN <br />MISCHIEF<br />FARMVILLE – TP SOMEONE’S FARM<br />GAME EXAMPLE<br />
    • 79. DESIGN PATTERN <br />MISCHIEf RE-DIRECT<br />“CHATROULETTE”<br />
    • 80. in summary<br />social<br /><ul><li> Gated trial – form a team
    • 81. Social feedback
    • 82. Reputation
    • 83. Sharing milestones
    • 84. Mischief</li></li></ul><li>DESIGN PATTERNs for repeat engagement<br />“player, come back”<br />
    • 85. “COME BACK” - Designing for return visits<br /><ul><li> Advanced user paths
    • 86. Content unlocks
    • 87. Quest queue
    • 88. Time pressure
    • 89. Scarcity</li></li></ul><li>DESIGN PATTERN<br />3.1 advanced user paths<br />
    • 90. DESIGN PATTERN <br />Advanced user paths / roles<br />SKI SLOPES: DIFFERENT PATHS ON THE SAME MOUNTAIN<br />
    • 91. DESIGN PATTERN <br />Advanced user paths / roles<br />YELP FOR THE REGULAR USERS<br />YELP THE ELITE SQUAD – USEFUL , FUNNY AND COOL <br />
    • 92. DESIGN PATTERN <br />Advanced user paths / roles<br />FOURSQUARE MAYORSHIP<br />
    • 93. DESIGN PATTERN<br />3.2 content unlocks<br />
    • 94. DESIGN PATTERN <br />Content unlocks<br />ANGRY BIRDS<br />GAME EXAMPLE<br />
    • 95. DESIGN PATTERN<br />Content unlocks<br />DAILY UNLOCKS IN THE UNIFORM PROJECT<br />
    • 96. DESIGN PATTERN<br />3.3 quest queue<br />
    • 97. DESIGN PATTERN <br />QUEST QUEuE<br />ZOMBIE FARM<br />GAME EXAMPLE<br />
    • 98. DESIGN PATTERN <br />QUEST QUEuE: example<br />EPIC WIN – SELF DESIGNED QUEST QUEUE<br />LINKED IN QUEST QUEUE<br />
    • 99. DESIGN PATTERN<br />3.4 time pressure <br />
    • 100. DESIGN PATTERN <br />Time pressure<br />CHESS TIMER<br />GAME EXAMPLE<br />
    • 101. DESIGN PATTERN <br />TIME PRESSURE<br />SWOOPO<br />EBAY BIDDING<br />
    • 102. DESIGN PATTERN<br />3.5 SCARCITY <br />
    • 103. DESIGN PATTERN <br />SCARCITY<br />VIP FISH IN ZYNGA<br />GAME EXAMPLE<br />
    • 104. DESIGN PATTERN <br />Scarcity: example<br />THE MILLION DOLLAR<br />HOMEPAGE<br />
    • 105. DESIGN PATTERN <br />Scarcity = SPECIALNESS <br />HOTPOT “BEST EVER”<br />
    • 106. in summary<br />return visitors<br /><ul><li> Advanced user paths
    • 107. Content unlocks
    • 108. Quest queue
    • 109. Time pressure
    • 110. Scarcity</li></li></ul><li>METRICS<br />
    • 111. METRICS<br />IT’S MEASURABLE!<br />BE PREAPED TO MEASURE AND ITERATE<br />
    • 112. METRICS<br />IT’S MEASURABLE!<br />BE PREPARED TO MEASURE AND ITERATE<br />
    • 113. METRICS<br />IT’S MEASURABLE!<br />BE PREPARED TO MEASURE AND ITERATE<br />EACH PATTERN AND STAGE HAS UNIQUE METRICS<br />
    • 114. BUNCHBALL DASHBOARD<br />BE VERY CLEAR: WHAT’S THE USER PROPOSITION<br />
    • 115. BUNCHBALL DASHBOARD<br />BE VERY CLEAR: WHAT’S THE USER PROPOSITION<br />
    • 116. METRICS EXAMPLE<br />+<br />
    • 117. IN SUMMARY<br />><br />Game <br />mechanics <br />
    • 118. IN SUMMARY<br />A growing list of patterns…<br />COME AND TRY IT<br />BRING FRIENDS<br />COME BACK<br /><ul><li> Advanced user paths
    • 119. Content Unlocks
    • 120. Quest queue
    • 121. Scarcity
    • 122. Time pressure
    • 123. Gated trial – </li></ul> form a team<br /><ul><li> Social feedback
    • 124. Reputation
    • 125. Sharing milestones
    • 126. Mischief
    • 127. Visual story telling
    • 128. Visual cues
    • 129. Tutorials
    • 130. Ultra-responsiveness
    • 131. Reward schedule
    • 132. Disincentives</li></li></ul><li>CASE STUDIES<br />Thanks to the following companies for<br />interviews, best practices and feedback:<br />
    • 133.
    • 134. CONTACT<br />NADYA DIREKOVA<br />nadya.direkova@gmail.com<br />@nadya_d<br />

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