Long After the Thrill: Sustaining Passionate Users

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How do we get users to stay in love with our web apps / services? (20 minute #IxD11 version)

How do we get users to stay in love with our web apps / services? (20 minute #IxD11 version)

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  • 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?)
  • 3. Some context…
  • 4. Some context…
  • 5. How do we get people to stay in love with our applications?How do we get people to fall in lovewith 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 isboring.I’ll make the bestof it. But, you’llhave to work andapply yourself toget somethingout of this class.
  • 13. Attitude One: Attitude Two:This stuff is This stuff isn’t allboring. that interesting.I’ll make the best But, I’ve addedof it. But, you’ll some activities tohave to work and the content thatapply yourself to will make this aget something lot more fun forout 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.
  • 15. GAMIFICATION?
  • 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 moreA 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 moreA 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?
  • 21. Drive by Dan Pink
  • 22. Let me offer an exercise:
  • 23. Think of a game.
  • 24. List the things that make this game work.
  • 25. Appointment MechanicSelf-ExpressionSocial Gifting
  • 26. Limited TimeGroup CompetitionTeamworkSelf-ExpressionPattern Recognition
  • 27. What wouldA time tracking app with these characteristics: -Turn based game -Goal: reach ‘x’ points 1st -trade resources -cooperate + compete -chance + strategy look like?
  • 28. Any interesting ideas?
  • 29. Fastest time to register: 16 seconds.Can you beat that?Username:Email Adress:Password:Repeat Password:
  • 30. Did your idea involve adding a layer to the core activity?
  • 31. www.getmentalnotes.comwww.getmentalnotes.com
  • 32. 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…
  • 33. 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…
  • 34. PERFORMANCE GOALSGetting an A in French VS LEARNING CHALLENGES Learning to speak French
  • 35. PERFORMANCE GOALSGetting an A in French VS LEARNING CHALLENGES Learning to speak French leads to mastery
  • 36. A possible idea…
  • 37. www.getmentalnotes.comwww.getmentalnotes.com
  • 38. VS relative to our personal bestrelative to others
  • 39. A time tracking application that uses status?
  • 40. FRIDAY, MAY 16TH, 2011 Estimated: Actual:9 RESEARCH EMAIL WRITING8 ?7 EMAIL6 CLIENT 25 CLIENT 243 MEETING MEETING21 CLIENT 1 CLIENT 10
  • 41. FRIDAY, MAY 16TH, 2011 Estimated: Actual:9 RESEARCH EMAIL 79% WRITING87 EMAIL6 CLIENT 25 CLIENT 243 MEETING ACCURACY RATING MEETING21 CLIENT 1 CLIENT 10
  • 42. Sustaining passionate users...Through delightful challenges.
  • 43. “Delight, unfortunately, doesnʼt last”-Raph Koster, Game Designer
  • 44. Sustaining passionate users...takes more than delightfulexperiences
  • 45. #?!!
  • 46. What are some Web apps/services youʼve used formore than three years?Why? What motivates you to stick with theseservices? http://www.quora.com/What-motivates-people-to-stick-with-one-web-app-service-for-a-long-time
  • 47. What are some Web apps/services youʼve used formore than three years?Why? What motivates you to stick with theseservices? http://www.quora.com/What-motivates-people-to-stick-with-one-web-app-service-for-a-long-time
  • 48. What are some Web apps/services youʼve used formore than three years?Why? What motivates you to stick with theseservices? It works and they continually update/improve the application. it does a decent job very reliable and affordable reliability and ease of use Its not complicated. Management, customization, and layout optionsdoes one particular thing well my friends use it utility of the application there isnt another option http://www.quora.com/What-motivates-people-to-stick-with-one-web-app-service-for-a-long-time
  • 49. What are some Web apps/services youʼve used formore than three years?Why? What motivates you to stick with theseservices? 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 Its not complicated. Management, customization, and layout optionsdoes one particular thing well my friends use it utility of the application there isnt another option http://www.quora.com/What-motivates-people-to-stick-with-one-web-app-service-for-a-long-time
  • 50. Kano Model
  • 51. HIGH SATISFACTIONNEUTRAL VALUE LOW SATISFACTION
  • 52. HIGH SATISFACTION NEUTRAL VALUENOT (OR POORLY) FULLY IMPLEMENTED IMPLEMENTED LOW SATISFACTION
  • 53. HIGH SATISFACTION Performance Payoffs NEUTRAL VALUENOT (OR POORLY) FULLY IMPLEMENTED IMPLEMENTED LOW SATISFACTION
  • 54. HIGH SATISFACTION Performance Payoffs NEUTRAL VALUENOT (OR POORLY) FULLY IMPLEMENTED IMPLEMENTED Basic Needs Only noticed if missing. LOW SATISFACTION
  • 55. HIGH SATISFACTION Performance Payoffs Delighters Not required, but when added brings value. NEUTRAL VALUENOT (OR POORLY) FULLY IMPLEMENTED IMPLEMENTED Basic Needs Only noticed if missing. LOW SATISFACTION
  • 56. r !CY r “I r r ’S p P. A ” BAD GE!
  • 57. Th an ks !! Stephen P. Anderson @stephenanderson www.getmentalnotes.com www.poetpainter.com www.slideshare.net/stephenpa