Long after the Thrill: Sustaining Passionate Users (SxSW Version)

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How do we get users to STAY in love with our applications?

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Long after the Thrill: Sustaining Passionate Users (SxSW Version)

  1. 1. @stephe nanderson #sixdLONG AFTER THE THRILL (Sustaining Passionate Users) STEPHEN P. ANDERSON
  2. 2. Are you in a long-term relationship?(and would you like to stay in that relationship?)
  3. 3. Some context…
  4. 4. Some context…
  5. 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. 6. How do we get people to stay in love with our applications?? By making applications more gamelike?
  7. 7. “Motivating consumer behavior through game mechanics” points levels scoreboards achievements badges assignments
  8. 8. 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.
  9. 9. Sustaining passionate users...Through delightful challenges.
  10. 10. 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
  11. 11. OMG - He’s so... mysterious! can’t. read. her. mind! <sigh> I’m in Love!
  12. 12. Let’s go back to the classroom...
  13. 13. Attitude One:This stuff isboring.I’ll make the bestof it. But, you’llhave to work andapply yourself toget somethingout of this class.
  14. 14. 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.
  15. 15. 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. 16. GAMIFICATION?
  17. 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. 18. 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
  19. 19. Play & Goals &Challenges + Rewards = Game (a gross oversimplification of game design!)
  20. 20. Play & Goals &Challenges + Rewards = Game (a gross oversimplification of game design!)
  21. 21. How do we actually make something a game?
  22. 22. Drive by Dan Pink
  23. 23. Let me offer an exercise:
  24. 24. Performance Reviews Hiring & Recruiting Tools Time Tracking InvoicesHealth Records Corporate Email Scheduling Apps Project Management SoftwareInvestment Tools Sales Tracking Online Training / E-Learning Banking & Accounting Tools Marketing Managemen Knowledge Sharing File Manageme Customer Relationship Management
  25. 25. Performance Reviews Hiring & Recruiting Tools Time Tracking InvoicesHealth Records Corporate Email Scheduling Apps Project Management SoftwareInvestment Tools Sales Tracking Online Training / E-Learning Banking & Accounting Tools Marketing Managemen Knowledge Sharing File Manageme Customer Relationship Management
  26. 26. Think of a game.
  27. 27. List the things that make this game work.
  28. 28. Appointment MechanicSelf-ExpressionSocial Gifting
  29. 29. Limited TimeGroup CompetitionTeamworkSelf-ExpressionPattern Recognition
  30. 30. What wouldA time tracking app with these characteristics: {whatever you wrote down} look like?
  31. 31. What wouldA time tracking app with these characteristics: -Turn based game -Goal: reach ‘x’ points 1st -trade resources -cooperate + compete -chance + strategy look like?
  32. 32. Any interesting ideas?
  33. 33. This is a good exercise to:1. See a design from different perspectives2. Move beyond “points & badges gamification”
  34. 34. This is a good exercise to:1. See a design from different perspectives2. Move beyond “points & badges gamification”BUT...
  35. 35. adding your time at+ time tracking = set intervals (several times a day) keeps your garden alive
  36. 36. Adding your time reveals a number;+ time tracking = Goal? Be the first person on your team to win a weekly prize!
  37. 37. + time tracking =
  38. 38. + time tracking =
  39. 39. Fastest time to register: 16 seconds.Can you beat that?Username:Email Adress:Password:Repeat Password:
  40. 40. All of these ideas add a layer of fun to the core activity.
  41. 41. www.getmentalnotes.comwww.getmentalnotes.com
  42. 42. 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.
  43. 43. 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…
  44. 44. Elementary kids skipped recessto watch an educational video?!
  45. 45. 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…
  46. 46. 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…
  47. 47. PERFORMANCE GOALS VS LEARNING CHALLENGES
  48. 48. PERFORMANCE GOALSGetting an A in French VS LEARNING CHALLENGES Learning to speak French leads to mastery
  49. 49. How do you identify the core challenge?
  50. 50. QUESTIONWHY ARE YOU HERE, AT SXSW?
  51. 51. WHY?WHY?WHY?WHY?WHY?
  52. 52. Whatʼs a core challenge for our time tracking app…?
  53. 53. Whatʼs a core challenge for our time tracking app…?
  54. 54. VS relative to our personal bestrelative to others
  55. 55. “...for each day that I do my task ofwriting, I get to put a big red X overthat day… After a few days you’llhave a chain. Just keep at it and thechain will grow longer every day.You’ll like seeing that chain,especially when you get a few weeksunder your belt. Your only job next isto not break the chain.”
  56. 56. A time tracking application that uses status?
  57. 57. A time tracking application that uses status?Why do I even want to track my time?
  58. 58. WHY?WHY?WHY?WHY?WHY?
  59. 59. WHY?WHY?WHY?TO KNOW HOW LONG I’M TAKINGWHY?
  60. 60. WHY?WHY?TO LEARN WHERE I’M UNDERESTIMATINGTO KNOW HOW LONG I’M TAKINGWHY?
  61. 61. WHY?TO GET BETTER AT ESTIMATING MY TIMETO LEARN WHERE I’M UNDERESTIMATINGTO KNOW HOW LONG I’M TAKINGWHY?
  62. 62. TO HAVE A MORE BALANCED LIFE.TO GET BETTER AT ESTIMATING MY TIMETO LEARN WHERE I’M UNDERESTIMATINGTO KNOW HOW LONG I’M TAKINGWHY?
  63. 63. TO HAVE A MORE BALANCED LIFE.TO GET BETTER AT ESTIMATING MY TIMETO LEARN WHERE I’M UNDERESTIMATINGTO KNOW HOW LONG I’M TAKINGWHY?
  64. 64. FRIDAY, MAY 16TH, 2011 Estimated: Actual:9 RESEARCH EMAIL WRITING8 ?7 EMAIL6 CLIENT 25 CLIENT 243 MEETING MEETING21 CLIENT 1 CLIENT 10
  65. 65. FRIDAY, MAY 16TH, 2011 Estimated: Actual:9 RESEARCH EMAIL 79% WRITING87 EMAIL6 CLIENT 25 CLIENT 243 MEETING ACCURACY RATING MEETING21 CLIENT 1 CLIENT 10
  66. 66. Play & Goals &Challenges + Rewards = Game (a gross oversimplification of game design!)
  67. 67. TO GET BETTER AT ESTIMATING MY TIMEPlay & Goals &Challenges + Rewards = Game (a gross oversimplification of game design!)
  68. 68. TO GET BETTER AT ESTIMATING MY TIME POINTS BADGESPlay & Goals &Challenges + Rewards = Game ACHIEVEMENTS SCOREBOARDS LEVELS (a gross oversimplification of game design!)
  69. 69. Play & Goals &Challenges + Rewards = Game (a gross oversimplification of game design!)
  70. 70. Play & Challenges Conflicts & ChoicesGoals &Rewards Feedback Loops
  71. 71. Play & Challenges Conflicts & ChoicesGoals &Rewards Feedback Loops
  72. 72. www.getmentalnotes.comwww.getmentalnotes.com
  73. 73. ason we throttle shots is to se it isnt obvious, the re ope scarcityIn ca ers to post w ith care - we hencourage play s quality. (So far, so good.) induce
  74. 74. Play & Challenges Conflicts & ChoicesGoals &Rewards Feedback Loops
  75. 75. Play & Challenges Conflicts & ChoicesGoals &Rewards Feedback Loops
  76. 76. The one secret to changing human behavior? Feedback loops.Aza Raskin
  77. 77. (and retweets)
  78. 78. Attaching a measure to anything turns it into a game.
  79. 79. ...monitoring the bloom was the gentle nudge [Andrew Chen] needed to stay on track. “It’s a nice reminder to be more active without being too numeric or cold...”http://bits.blogs.nytimes.com/2009/12/10/fitbits-motivator-a-virtual-flower/
  80. 80. The little flower growing representsanticipation and hope that something goodwill happen, which is the flower growing...When you push that button and see thechange, its instant feedback, a reward.Even though the device seems simple, itstapping into a complex psychology thatchanges peoples behavior... It hits the rightbutton.These kinds of feedback systems tap intobasic human nature... Most humans arenaturally wired to nurture things and berewarded for doing so... http://www.core77.com/blog/news/captology_how_the_fitbit_pedometer_really_motivates_its_users_15582.asp
  81. 81. All the endless questions a person answersalso produces "personality" reports on thetype of person you are. So, even if yourenot seeing anyone on the site you want todate, you keep coming back for morebecause you get to learn more aboutyourself and your tastes. Pretty ingeniousif you ask me, and Ive been through thegamut of almost every online dating siteout there.-commenting on OK Cupid
  82. 82. Play & Challenges Conflicts & ChoicesGoals &Rewards Feedback Loops
  83. 83. Education Investing Office PoliticsPlay & Learn to speak French; Make lots of money Become the CEOChallenges flirt with the french girlConflicts & Memorizing vocabulary pressure of time; how competition from otherChoices words; choosing how much to invest; which co-workers; office politics, much time to spend stocks to buy choosing who to align studying yourself with; taking a stand vs going under the radarFeedback Successfully ordering a stock goes up or down promotions; quarterlyLoops menu item (en performance reviews; Francais) successful product launchesGoals & Get an A, pass the quiz cashing out with a A new title; moreRewards sizeable sum of money; employees under your 30% annual growth direction
  84. 84. Play & Challenges Conflicts & ChoicesGoals &Rewards Feedback Loops
  85. 85. INTRINSIC MOTIVATION Play & Challenges VSGoals & Conflicts & Choices EXTRINSICRewards Feedback Loops MOTIVATION
  86. 86. Rewards motivate people (for more rewards)
  87. 87. How do we get people to stay in love with our applications?? By making applications more gamelike?
  88. 88. (MOST) GAMESEVENTUALLY END
  89. 89. Sustaining passionate users...takes more than delightfulexperiences
  90. 90. “Delight, unfortunately, doesn’t last” Raph Koster,Game Designer
  91. 91. #?!!
  92. 92. 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
  93. 93. 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
  94. 94. 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
  95. 95. 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
  96. 96. How do we get people to stay in love with our applications?? By providing a service that is trustworthy and of value.
  97. 97. Share examples of services youʼve used for more than6 months that continue to delight - not just satisfy -you (and how they do it).
  98. 98. Share examples of services youʼve used for more than6 months that continue to delight - not just satisfy -you (and how they do it). <crickets>
  99. 99. Kano Model
  100. 100. HIGH SATISFACTIONNEUTRAL VALUE LOW SATISFACTION
  101. 101. HIGH SATISFACTION NEUTRAL VALUENOT (OR POORLY) FULLY IMPLEMENTED IMPLEMENTED LOW SATISFACTION
  102. 102. HIGH SATISFACTION Performance Payoffs NEUTRAL VALUENOT (OR POORLY) FULLY IMPLEMENTED IMPLEMENTED LOW SATISFACTION
  103. 103. HIGH SATISFACTION Performance Payoffs NEUTRAL VALUENOT (OR POORLY) FULLY IMPLEMENTED IMPLEMENTED Basic Needs Only noticed if missing. LOW SATISFACTION
  104. 104. 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
  105. 105. HIGH SATISFACTION Performance Payoffs Delighters Not required, but when added brings value. T IM NEUTRAL VALUE ENOT (OR POORLY) FULLY IMPLEMENTED IMPLEMENTED Basic Needs Only noticed if missing. LOW SATISFACTION
  106. 106. 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
  107. 107. 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
  108. 108. ?
  109. 109. How do we get people to stay in love with our applications?? Social Proof.
  110. 110. How do we get people to stay in love with our applications?? Social Proof. my friends use it
  111. 111. How do we get people to stay in love with our applications?? Stories.
  112. 112. r !CY r “I r r ’S p P. A ” BAD GE!
  113. 113. www.getmentalnotes.com
  114. 114. Th an ks !! Stephen P. Anderson @stephenanderson www.getmentalnotes.com www.poetpainter.com www.slideshare.net/stephenpa

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