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LONG AFTER THE THRILL
       (Sustaining Passionate Users)


            STEPHEN P. ANDERSON
Are you in a long-term
    relationship?
(and would you like to stay in that relationship?)
Some context…
Some context…
How do we get people to stay in love
              with our applications?




How do we get people to fall in love
with our applications?
“Motivating consumer behavior through game mechanics”

          points
          levels
          scoreboards
          achievements
          badges
          assignments
human                      psychology
“Motivating consumer behavior through game mechanics”
                         appropriate challenges
          points         variable rewards
          levels
          scoreboards      pattern recognition
          achievements    curiosity
          badges          reputation & identity
          assignments
                            social proof
                            surprise
                              status
                             feedback loops
                            etc.
Sustaining passionate users...
Through delightful challenges.
Sustaining passionate users...
Through delightful challenges.


           Human beings have an inherent tendency
             to seek out novelty and challenges, to
            extend and exercise their capacities, to
                     explore, and to learn.




               Edward Deci, psychologist
OMG - He’s so...
 mysterious!       can’t. read.
                    her. mind!

                   <sigh> I’m in
                       Love!
Let’s go back to the classroom...
Attitude One:

This stuff is
boring.
I’ll make the best
of it. But, you’ll
have to work and
apply yourself to
get something
out of this class.
Attitude One:        Attitude Two:

This stuff is        This stuff isn’t all
boring.              that interesting.
I’ll make the best   But, I’ve added
of it. But, you’ll   some activities to
have to work and     the content that
apply yourself to    will make this a
get something        lot more fun for
out of this class.   everyone.
Attitude One:        Attitude Two:

 This stuff is        This stuff isn’t all
                                       ”

                 ”
 boring.                             g
                      that interesting.
            lf
          se                       tin
                                 a
        ur
 I’ll make the best    But, I’ve o
                                 added
                               C
      Yo


 of it. But, you’ll    some r
                            a activities to
     ly




 have to work and      theg
                         u content that
 pp




 apply yourself to      S make this a
                      “will
“A




 get something         lot more fun for
 out of this class.    everyone.
GAMIFICATION?
WHY ARE WE ADDING
     GAME MECHANICS TO
      THE REAL THING?

           At itʼs core the idea is something like this…



          Add game            The thing now has                                People are more
A thing                       a new layer of fun                               likely to engage
          mechanics
                               it didnʼt before.                                 with that thing




                            This explanation is from Matthewʼs Guyʼs presentation FreeForm: Reality Invaders
                            Check it out: http://www.slideshare.net/sergethew/freeform-reality-invaders-5375224
WHY ARE WE ADDING
     GAME MECHANICS TO
      THE REAL THING?

           At itʼs core the idea is something like this…



          Add game            The thing now has                                People are more
A thing                       a new layer of fun                               likely to engage
          mechanics
                               it didnʼt before.                                 with that thing




                            This explanation is from Matthewʼs Guyʼs presentation FreeForm: Reality Invaders
                            Check it out: http://www.slideshare.net/sergethew/freeform-reality-invaders-5375224
Play &                Goals &
Challenges   +        Rewards                  =       Game




         (a gross oversimplification of game design!)
Play &                 Goals &
Challenges   +         Rewards          =   Game




         (a gross oversimplification!)
How do we actually make something a game?
Long After the Thrill: Sustaining Passionate Users
Drive by Dan Pink
Let me offer an exercise:
Long After the Thrill: Sustaining Passionate Users
Think of a game.
List the things that make
     this game work.
Appointment Mechanic
Self-Expression
Social Gifting
Limited Time
Group Competition
Teamwork
Self-Expression
Pattern Recognition
What would
A time tracking app
   with these characteristics:

   -Turn based game
  -Goal: reach ‘x’ points 1st
     -trade resources
  -cooperate + compete
    -chance + strategy

           look like?
Any interesting ideas?
Long After the Thrill: Sustaining Passionate Users
Long After the Thrill: Sustaining Passionate Users
Fastest time to register: 16 seconds.
Can you beat that?
Username:




Email Adress:




Password:




Repeat Password:
Did your idea involve adding a layer to the core activity?
www.getmentalnotes.com
www.getmentalnotes.com
Long After the Thrill: Sustaining Passionate Users
Attitude One:        Attitude Two:           Attitude Three:

 This stuff is        This stuff isn’t all    This stuff is really
                                       ”

                 ”
 boring.                             g
                      that interesting.       quite interesting!
            lf
          se                       tin
                                 a
        ur
 I’ll make the best    But, I’ve o
                                 added        I’m going to show
                               C
      Yo


 of it. But, you’ll    some r
                            a activities to   you why this is
     ly




 have to work and      theg
                         u content that       important. But
 pp




 apply yourself to      S make this a
                      “will                   first, I’ve got a
“A




 get something         lot more fun for       challenge for
 out of this class.    everyone.              you…
Attitude One:        Attitude Two:           Attitude Three:

 This stuff is        This stuff isn’t all    This stuff is really
                                       ”

                 ”
 boring.                             g
                      that interesting.       quite interesting!
                                                              ”
            lf
          se                       tin                     r y
                                 a                         e
        ur
 I’ll make the best    But, I’ve o
                                 added        I’m goings tto show
                               C                      a this is
      Yo


 of it. But, you’ll    some r
                            a activities to   you why
                                                    M
                                                  “
     ly




 have to work and      theg
                         u content that       important. But
 pp




 apply yourself to      S make this a
                      “will                   first, I’ve got a
“A




 get something         lot more fun for       challenge for
 out of this class.    everyone.              you…
PERFORMANCE
        GOALS
Getting an A in French
                         VS   LEARNING
                              CHALLENGES
                              Learning to speak French
PERFORMANCE
        GOALS
Getting an A in French
                         VS   LEARNING
                              CHALLENGES
                              Learning to speak French




                               leads to mastery
A possible idea…
www.getmentalnotes.com
www.getmentalnotes.com
VS
                          relative to our personal best




relative to others
Long After the Thrill: Sustaining Passionate Users
A time tracking application that uses status?
FRIDAY, MAY 16TH, 2011
               Estimated:           Actual:

9         RESEARCH          EMAIL
          WRITING
8




                                    ?
7         EMAIL

6                           CLIENT 2
5
          CLIENT 2
4
3                           MEETING
          MEETING
2
1         CLIENT 1          CLIENT 1

0
FRIDAY, MAY 16TH, 2011
               Estimated:           Actual:

9         RESEARCH          EMAIL




                                              79%
          WRITING
8
7         EMAIL

6                           CLIENT 2
5
          CLIENT 2
4
3                           MEETING
                                              ACCURACY RATING
          MEETING
2
1         CLIENT 1          CLIENT 1

0
Sustaining passionate users...
Through delightful challenges.
“Delight, unfortunately, doesnʼt last”


-Raph Koster, Game Designer
Sustaining passionate users...
takes more than delightful
experiences
#?!!
What are some Web apps/services youʼve used for
more than three years?
Why? What motivates you to stick with these
services?




                http://www.quora.com/What-motivates-people-to-stick-with-one-web-app-service-for-a-long-time
What are some Web apps/services youʼve used for
more than three years?
Why? What motivates you to stick with these
services?




                http://www.quora.com/What-motivates-people-to-stick-with-one-web-app-service-for-a-long-time
What are some Web apps/services youʼve used for
more than three years?
Why? What motivates you to stick with these
services?
       It works and they continually update/improve the application.

                              it does a decent job                                                        very reliable and affordable

                                                                               reliability and ease of use
       It's not complicated.

                                                  Management, customization, and layout options
does one particular thing well
                   my friends use it                                                          utility of the application

   there isn't another option
                        http://www.quora.com/What-motivates-people-to-stick-with-one-web-app-service-for-a-long-time
What are some Web apps/services youʼve used for
more than three years?
Why? What motivates you to stick with these
services?
       It works and they continually update/improve the application.

                              it does a decent job                                                        very reliable and affordable
             “Where is the love?” use
                         reliability and ease of
       It's not complicated.

                                                  Management, customization, and layout options
does one particular thing well
                   my friends use it                                                          utility of the application

   there isn't another option
                        http://www.quora.com/What-motivates-people-to-stick-with-one-web-app-service-for-a-long-time
Kano Model
HIGH SATISFACTION




NEUTRAL VALUE




 LOW SATISFACTION
HIGH SATISFACTION




                  NEUTRAL VALUE

NOT (OR POORLY)                        FULLY IMPLEMENTED
 IMPLEMENTED




                   LOW SATISFACTION
HIGH SATISFACTION
                                       Performance
                                            Payoffs




                  NEUTRAL VALUE

NOT (OR POORLY)                        FULLY IMPLEMENTED
 IMPLEMENTED




                   LOW SATISFACTION
HIGH SATISFACTION
                                                          Performance
                                                               Payoffs




                  NEUTRAL VALUE

NOT (OR POORLY)                                       FULLY IMPLEMENTED
 IMPLEMENTED                   Basic Needs
                               Only noticed if missing.




                   LOW SATISFACTION
HIGH SATISFACTION
                                                                            Performance
                                                                                 Payoffs
                  Delighters
                  Not required, but when
                  added brings value.




                                 NEUTRAL VALUE

NOT (OR POORLY)                                                         FULLY IMPLEMENTED
 IMPLEMENTED                                     Basic Needs
                                                 Only noticed if missing.




                                     LOW SATISFACTION
r      !
C
Y       r
  “I    r
            r  ’
S p  P. A
     ” BAD GE!
Th an ks !!
      Stephen P. Anderson
                 @stephenanderson


           www.getmentalnotes.com
               www.poetpainter.com
       www.slideshare.net/stephenpa

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Long After the Thrill: Sustaining Passionate Users

  • 1. LONG AFTER THE THRILL (Sustaining Passionate Users) STEPHEN P. ANDERSON
  • 2. Are you in a long-term relationship? (and would you like to stay in that relationship?)
  • 5. How do we get people to stay in love with our applications? How do we get people to fall in love with our applications?
  • 6. “Motivating consumer behavior through game mechanics” points levels scoreboards achievements badges assignments
  • 7. human psychology “Motivating consumer behavior through game mechanics” appropriate challenges points variable rewards levels scoreboards pattern recognition achievements curiosity badges reputation & identity assignments social proof surprise status feedback loops etc.
  • 8. Sustaining passionate users... Through delightful challenges.
  • 9. Sustaining passionate users... Through delightful challenges. Human beings have an inherent tendency to seek out novelty and challenges, to extend and exercise their capacities, to explore, and to learn. Edward Deci, psychologist
  • 10. OMG - He’s so... mysterious! can’t. read. her. mind! <sigh> I’m in Love!
  • 11. Let’s go back to the classroom...
  • 12. Attitude One: This stuff is boring. I’ll make the best of it. But, you’ll have to work and apply yourself to get something out of this class.
  • 13. Attitude One: Attitude Two: This stuff is This stuff isn’t all boring. that interesting. I’ll make the best But, I’ve added of it. But, you’ll some activities to have to work and the content that apply yourself to will make this a get something lot more fun for out of this class. everyone.
  • 14. Attitude One: Attitude Two: This stuff is This stuff isn’t all ” ” boring. g that interesting. lf se tin a ur I’ll make the best But, I’ve o added C Yo of it. But, you’ll some r a activities to ly have to work and theg u content that pp apply yourself to S make this a “will “A get something lot more fun for out of this class. everyone.
  • 16. WHY ARE WE ADDING GAME MECHANICS TO THE REAL THING? At itʼs core the idea is something like this… Add game The thing now has People are more A thing a new layer of fun likely to engage mechanics it didnʼt before. with that thing This explanation is from Matthewʼs Guyʼs presentation FreeForm: Reality Invaders Check it out: http://www.slideshare.net/sergethew/freeform-reality-invaders-5375224
  • 17. WHY ARE WE ADDING GAME MECHANICS TO THE REAL THING? At itʼs core the idea is something like this… Add game The thing now has People are more A thing a new layer of fun likely to engage mechanics it didnʼt before. with that thing This explanation is from Matthewʼs Guyʼs presentation FreeForm: Reality Invaders Check it out: http://www.slideshare.net/sergethew/freeform-reality-invaders-5375224
  • 18. Play & Goals & Challenges + Rewards = Game (a gross oversimplification of game design!)
  • 19. Play & Goals & Challenges + Rewards = Game (a gross oversimplification!)
  • 20. How do we actually make something a game?
  • 22. Drive by Dan Pink
  • 23. Let me offer an exercise:
  • 25. Think of a game.
  • 26. List the things that make this game work.
  • 29. What would A time tracking app with these characteristics: -Turn based game -Goal: reach ‘x’ points 1st -trade resources -cooperate + compete -chance + strategy look like?
  • 33. Fastest time to register: 16 seconds. Can you beat that? Username: Email Adress: Password: Repeat Password:
  • 34. Did your idea involve adding a layer to the core activity?
  • 37. Attitude One: Attitude Two: Attitude Three: This stuff is This stuff isn’t all This stuff is really ” ” boring. g that interesting. quite interesting! lf se tin a ur I’ll make the best But, I’ve o added I’m going to show C Yo of it. But, you’ll some r a activities to you why this is ly have to work and theg u content that important. But pp apply yourself to S make this a “will first, I’ve got a “A get something lot more fun for challenge for out of this class. everyone. you…
  • 38. Attitude One: Attitude Two: Attitude Three: This stuff is This stuff isn’t all This stuff is really ” ” boring. g that interesting. quite interesting! ” lf se tin r y a e ur I’ll make the best But, I’ve o added I’m goings tto show C a this is Yo of it. But, you’ll some r a activities to you why M “ ly have to work and theg u content that important. But pp apply yourself to S make this a “will first, I’ve got a “A get something lot more fun for challenge for out of this class. everyone. you…
  • 39. PERFORMANCE GOALS Getting an A in French VS LEARNING CHALLENGES Learning to speak French
  • 40. PERFORMANCE GOALS Getting an A in French VS LEARNING CHALLENGES Learning to speak French leads to mastery
  • 43. VS relative to our personal best relative to others
  • 45. A time tracking application that uses status?
  • 46. FRIDAY, MAY 16TH, 2011 Estimated: Actual: 9 RESEARCH EMAIL WRITING 8 ? 7 EMAIL 6 CLIENT 2 5 CLIENT 2 4 3 MEETING MEETING 2 1 CLIENT 1 CLIENT 1 0
  • 47. FRIDAY, MAY 16TH, 2011 Estimated: Actual: 9 RESEARCH EMAIL 79% WRITING 8 7 EMAIL 6 CLIENT 2 5 CLIENT 2 4 3 MEETING ACCURACY RATING MEETING 2 1 CLIENT 1 CLIENT 1 0
  • 48. Sustaining passionate users... Through delightful challenges.
  • 49. “Delight, unfortunately, doesnʼt last” -Raph Koster, Game Designer
  • 50. Sustaining passionate users... takes more than delightful experiences
  • 51. #?!!
  • 52. What are some Web apps/services youʼve used for more than three years? Why? What motivates you to stick with these services? http://www.quora.com/What-motivates-people-to-stick-with-one-web-app-service-for-a-long-time
  • 53. What are some Web apps/services youʼve used for more than three years? Why? What motivates you to stick with these services? http://www.quora.com/What-motivates-people-to-stick-with-one-web-app-service-for-a-long-time
  • 54. What are some Web apps/services youʼve used for more than three years? Why? What motivates you to stick with these services? It works and they continually update/improve the application. it does a decent job very reliable and affordable reliability and ease of use It's not complicated. Management, customization, and layout options does one particular thing well my friends use it utility of the application there isn't another option http://www.quora.com/What-motivates-people-to-stick-with-one-web-app-service-for-a-long-time
  • 55. What are some Web apps/services youʼve used for more than three years? Why? What motivates you to stick with these services? It works and they continually update/improve the application. it does a decent job very reliable and affordable “Where is the love?” use reliability and ease of It's not complicated. Management, customization, and layout options does one particular thing well my friends use it utility of the application there isn't another option http://www.quora.com/What-motivates-people-to-stick-with-one-web-app-service-for-a-long-time
  • 58. HIGH SATISFACTION NEUTRAL VALUE NOT (OR POORLY) FULLY IMPLEMENTED IMPLEMENTED LOW SATISFACTION
  • 59. HIGH SATISFACTION Performance Payoffs NEUTRAL VALUE NOT (OR POORLY) FULLY IMPLEMENTED IMPLEMENTED LOW SATISFACTION
  • 60. HIGH SATISFACTION Performance Payoffs NEUTRAL VALUE NOT (OR POORLY) FULLY IMPLEMENTED IMPLEMENTED Basic Needs Only noticed if missing. LOW SATISFACTION
  • 61. HIGH SATISFACTION Performance Payoffs Delighters Not required, but when added brings value. NEUTRAL VALUE NOT (OR POORLY) FULLY IMPLEMENTED IMPLEMENTED Basic Needs Only noticed if missing. LOW SATISFACTION
  • 62. r ! C Y r “I r r ’ S p P. A ” BAD GE!
  • 63. Th an ks !! Stephen P. Anderson @stephenanderson www.getmentalnotes.com www.poetpainter.com www.slideshare.net/stephenpa