Stephen Anderson: Long after the Thrill - Sustaining Passionate Users (Webdagene 2011)

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Stephen Anderson: Long after the Thrill - Sustaining Passionate Users (Webdagene 2011)

  1. 1. @steph enandersonLONG 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. Some context…
  6. 6. Some context…
  7. 7. How do we get people to fall in lovewith our applications?
  8. 8. How do we get people to stay in love with our applications?How do we get people to fall in lovewith our applications?
  9. 9. How do we get people to stay in love with our applications?? By making applications more gamelike?
  10. 10. “Motivating consumer behavior through game mechanics” points levels scoreboards achievements badges assignments
  11. 11. 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.
  12. 12. Sustaining passionate users...Through delightful challenges?
  13. 13. 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
  14. 14. OMG - He’s so... mysterious! can’t. read. her. mind! <sigh> I’m in Love!
  15. 15. Let’s go back to the classroom...
  16. 16. Attitude One:This stuff isboring.I’ll make the bestof it. But, you’llhave to work andapply yourself toget somethingout of this class.
  17. 17. 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.
  18. 18. Attitude One: Attitude Two: This stuff is This stuff isn’t all ” boring. that interesting. lf se ur I’ll make the best But, I’ve added Yo of it. But, you’ll some activities to ly have to work and the content that pp apply yourself to will make this a“A get something lot more fun for out of this class. everyone.
  19. 19. 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.
  20. 20. GAMIFICATION?
  21. 21. WHY ARE WE ADDING GAME MECHANICS TO THE REAL THING? At itʼs core the idea is something like this…This explanation is from Matthewʼs Guyʼs presentation FreeForm: Reality Invaders • Check it out: http://www.slideshare.net/sergethew/freeform-reality-invaders-5375224
  22. 22. WHY ARE WE ADDING GAME MECHANICS TO THE REAL THING? At itʼs core the idea is something like this… A thingThis explanation is from Matthewʼs Guyʼs presentation FreeForm: Reality Invaders • Check it out: http://www.slideshare.net/sergethew/freeform-reality-invaders-5375224
  23. 23. WHY ARE WE ADDING GAME MECHANICS TO THE REAL THING? At itʼs core the idea is something like this… Add game A thing mechanicsThis explanation is from Matthewʼs Guyʼs presentation FreeForm: Reality Invaders • Check it out: http://www.slideshare.net/sergethew/freeform-reality-invaders-5375224
  24. 24. 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 A thing a new layer of fun mechanics it didnʼt before.This explanation is from Matthewʼs Guyʼs presentation FreeForm: Reality Invaders • Check it out: http://www.slideshare.net/sergethew/freeform-reality-invaders-5375224
  25. 25. 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 thingThis explanation is from Matthewʼs Guyʼs presentation FreeForm: Reality Invaders • Check it out: http://www.slideshare.net/sergethew/freeform-reality-invaders-5375224
  26. 26. 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 thingThis explanation is from Matthewʼs Guyʼs presentation FreeForm: Reality Invaders • Check it out: http://www.slideshare.net/sergethew/freeform-reality-invaders-5375224
  27. 27. 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 thingThis explanation is from Matthewʼs Guyʼs presentation FreeForm: Reality Invaders • Check it out: http://www.slideshare.net/sergethew/freeform-reality-invaders-5375224
  28. 28. Play & Goals &Challenges + Rewards = Game (a gross oversimplification of game design!)
  29. 29. Play & Goals &Challenges + Rewards = Game (a gross oversimplification of game design!)
  30. 30. How do we get people to stay in love with our applications?? By making applications more gamelike?
  31. 31. 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.
  32. 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. 33. Elementary kids
  34. 34. Elementary kids skipped recessto watch an educational video?!
  35. 35. 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…
  36. 36. 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…
  37. 37. PERFORMANCE GOALS VS LEARNING CHALLENGES
  38. 38. PERFORMANCE GOALSGetting an A in French VS LEARNING CHALLENGES
  39. 39. PERFORMANCE GOALSGetting an A in French VS LEARNING CHALLENGES Learning to speak French
  40. 40. PERFORMANCE GOALSGetting an A in French VS LEARNING CHALLENGES Learning to speak French leads to mastery
  41. 41. PERFORMANCE GOALSGetting an A in French VS LEARNING CHALLENGES Learning to speak French
  42. 42. PERFORMANCE GOALSGetting an A in French VS INTRINSIC MOTIVATION Learning to speak French
  43. 43. EXTRINSIC MOTIVATIONGetting an A in French VS INTRINSIC MOTIVATION Learning to speak French
  44. 44. EXTRINSIC MOTIVATIONGetting an A in French VS INTRINSIC MOTIVATION Learning to speak French
  45. 45. making findingthings EXTRINSIC MOTIVATIONGetting an A in French VS INTRINSIC theto joy MOTIVATION Learning speak French fun
  46. 46. making findingthings EXTRINSIC MOTIVATIONGetting an A in French VS INTRINSIC theto joy MOTIVATION Learning speak French fun
  47. 47. How do we get people to stay in love with our applications?? By making applications more gamelike?
  48. 48. Think of a game.
  49. 49. List the things that make this game work.
  50. 50. Appointment MechanicSelf-ExpressionSocial Gifting
  51. 51. Limited TimeGroup CompetitionTeamworkSelf-ExpressionPattern Recognition
  52. 52. What wouldA time tracking app with these characteristics: {whatever you wrote down} look like?
  53. 53. What wouldA time tracking app with these characteristics: -Turn based game -Goal: reach ‘x’ points 1st -trade resources -cooperate + compete -chance + strategy look like?
  54. 54. Any interesting ideas?
  55. 55. This is a good exercise to:1. See a design from different perspectives2. Move beyond “points & badges gamification”
  56. 56. This is a good exercise to:1. See a design from different perspectives2. Move beyond “points & badges gamification”BUT...
  57. 57. + time tracking =
  58. 58. adding your time at+ time tracking = set intervals (several times a day) keeps your garden alive
  59. 59. + time tracking =
  60. 60. Adding your time reveals a number;+ time tracking = Goal? Be the first person on your team to win a weekly prize!
  61. 61. + time tracking =
  62. 62. + time tracking =
  63. 63. + time tracking =
  64. 64. + time tracking =
  65. 65. Spot the problem yet?
  66. 66. Spot the problem yet?
  67. 67. All of these ideas add a layer of fun to the core activity.
  68. 68. doesn’t sustain behavior!All of these ideas add a layer of fun to the core activity.
  69. 69. My “AHA!” moment.
  70. 70. My “AHA!” moment.Why do I even want to track my time?
  71. 71. WHY?WHY?WHY?WHY?WHY?
  72. 72. WHY?WHY?WHY?TO KNOW HOW LONG I’M TAKINGWHY?
  73. 73. WHY?WHY?TO LEARN WHERE I’M UNDERESTIMATINGTO KNOW HOW LONG I’M TAKINGWHY?
  74. 74. WHY?TO GET BETTER AT ESTIMATING MY TIMETO LEARN WHERE I’M UNDERESTIMATINGTO KNOW HOW LONG I’M TAKINGWHY?
  75. 75. TO HAVE A MORE BALANCED LIFE.TO GET BETTER AT ESTIMATING MY TIMETO LEARN WHERE I’M UNDERESTIMATINGTO KNOW HOW LONG I’M TAKINGWHY?
  76. 76. TO HAVE A MORE BALANCED LIFE.TO GET BETTER AT ESTIMATING MY TIMETO LEARN WHERE I’M UNDERESTIMATINGTO KNOW HOW LONG I’M TAKINGWHY?
  77. 77. TO HAVE A MORE BALANCED LIFE.TO GET BETTER AT ESTIMATING MY TIMETO LEARN WHERE I’M UNDERESTIMATINGTO KNOW HOW LONG I’M TAKINGWHY?
  78. 78. VS relative to our personal bestrelative to others
  79. 79. “...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.”
  80. 80. My time tracking “game” concept…
  81. 81. FRIDAY, MAY 16TH, 2011 Estimated: Actual:9 RESEARCH EMAIL WRITING8 ?7 EMAIL6 CLIENT 25 CLIENT 243 MEETING MEETING21 CLIENT 1 CLIENT 10
  82. 82. FRIDAY, MAY 16TH, 2011 Estimated: Actual:9 RESEARCH EMAIL 79% WRITING87 EMAIL6 CLIENT 25 CLIENT 243 MEETING ACCURACY RATING MEETING21 CLIENT 1 CLIENT 10
  83. 83. Play & Goals &Challenges + Rewards = Game (a gross oversimplification of game design!)
  84. 84. TO GET BETTER AT ESTIMATING MY TIMEPlay & Goals &Challenges + Rewards = Game (a gross oversimplification of game design!)
  85. 85. TO GET BETTER AT ESTIMATING MY TIMEPlay & Goals &Challenges + Rewards = Game (a gross oversimplification of game design!)
  86. 86. TO GET BETTER AT ESTIMATING MY TIME POINTS BADGESPlay & Goals &Challenges + Rewards = Game ACHIEVEMENTS SCOREBOARDS LEVELS (a gross oversimplification of game design!)
  87. 87. Play & Goals &Challenges + Rewards = Game (a gross oversimplification of game design!)
  88. 88. Play & ChallengesGoals &Rewards
  89. 89. Play & ChallengesGoals &Rewards
  90. 90. Play & Challenges Conflicts & ChoicesGoals &Rewards
  91. 91. Play & Challenges Conflicts & ChoicesGoals &Rewards Feedback Loops
  92. 92. Play & Challenges Conflicts & ChoicesGoals &Rewards Feedback Loops
  93. 93. www.getmentalnotes.comwww.getmentalnotes.com
  94. 94. Play & Challenges Conflicts & ChoicesGoals &Rewards Feedback Loops
  95. 95. Play & Challenges Conflicts & ChoicesGoals &Rewards Feedback Loops
  96. 96. 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
  97. 97. 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
  98. 98. Play & Challenges Conflicts & ChoicesGoals &Rewards Feedback Loops
  99. 99. INTRINSIC MOTIVATION Play & Challenges VSGoals & Conflicts & Choices EXTRINSICRewards Feedback Loops MOTIVATION
  100. 100. How do we get people to stay in love with our applications?? By making applications more gamelike?
  101. 101. (MOST) GAMESEVENTUALLY END
  102. 102. Sustaining passionate users...takes more than delightfulexperiences
  103. 103. “Delight,unfortunately,doesn’t last”
  104. 104. “Delight, unfortunately, doesn’t last” Raph Koster,Game Designer
  105. 105. #?!!
  106. 106. 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
  107. 107. 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
  108. 108. 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
  109. 109. 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
  110. 110. 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
  111. 111. How do we get people to stay in love with our applications??
  112. 112. How do we get people to stay in love with our applications?? By providing a service that is trustworthy and of value.
  113. 113. Share examples of services youʼve used for more than6 months that continue to delight - not just satisfy -you (and how they do it).
  114. 114. Share examples of services youʼve used for more than6 months that continue to delight - not just satisfy -you (and how they do it). <crickets>
  115. 115. Kano Model
  116. 116. LOW SATISFACTION
  117. 117. HIGH SATISFACTIONLOW SATISFACTION
  118. 118. HIGH SATISFACTIONNEUTRAL VALUE LOW SATISFACTION
  119. 119. HIGH SATISFACTION NEUTRAL VALUENOT (OR POORLY) IMPLEMENTED LOW SATISFACTION
  120. 120. HIGH SATISFACTION NEUTRAL VALUENOT (OR POORLY) FULLY IMPLEMENTED IMPLEMENTED LOW SATISFACTION
  121. 121. HIGH SATISFACTION Performance Payoffs NEUTRAL VALUENOT (OR POORLY) FULLY IMPLEMENTED IMPLEMENTED LOW SATISFACTION
  122. 122. HIGH SATISFACTION Performance Payoffs NEUTRAL VALUENOT (OR POORLY) FULLY IMPLEMENTED IMPLEMENTED Basic Needs Only noticed if missing. LOW SATISFACTION
  123. 123. 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
  124. 124. 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
  125. 125. 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
  126. 126. 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
  127. 127. 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
  128. 128. 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
  129. 129. 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
  130. 130. 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
  131. 131. 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
  132. 132. 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
  133. 133. ?
  134. 134. How do we get people to stay in love with our applications?? Social Proof.
  135. 135. How do we get people to stay in love with our applications?? Social Proof. my friends use it
  136. 136. How do we get people to stay in love with our applications??
  137. 137. How do we get people to stay in love with our applications?? Stories.
  138. 138. How do we get people to stay in lovewith our applications?
  139. 139. How do we get people to stay in love with our applications?• Look for the “game” already in the activity.
  140. 140. How do we get people to stay in love with our applications?• Look for the “game” already in the activity.• Focus on intrinsic motivators: Play and Challenges,Conflicts & Choices, Feedback Loops.
  141. 141. How do we get people to stay in love with our applications?• Look for the “game” already in the activity.• Focus on intrinsic motivators: Play and Challenges,Conflicts & Choices, Feedback Loops.• Goals and Rewards should be in service to something meaningful.
  142. 142. How do we get people to stay in love with our applications?• Look for the “game” already in the activity.• Focus on intrinsic motivators: Play and Challenges,Conflicts & Choices, Feedback Loops.• Goals and Rewards should be in service to something meaningful.• Even the best designed games have a shelf-life.
  143. 143. How do we get people to stay in love with our applications?• Look for the “game” already in the activity.• Focus on intrinsic motivators: Play and Challenges,Conflicts & Choices, Feedback Loops.• Goals and Rewards should be in service to something meaningful.• Even the best designed games have a shelf-life.• Don’t forget basic needs.
  144. 144. How do we get people to stay in love with our applications?• Look for the “game” already in the activity.• Focus on intrinsic motivators: Play and Challenges,Conflicts & Choices, Feedback Loops.• Goals and Rewards should be in service to something meaningful.• Even the best designed games have a shelf-life.• Don’t forget basic needs.• Delightful experiences are always welcome!
  145. 145. r !CY r “I r r ’S p P. A ” BAD GE!
  146. 146. www.getmentalnotes.com
  147. 147. Free preview packs!
  148. 148. Th an ks !! Stephen P. Anderson @stephenanderson www.getmentalnotes.com www.poetpainter.com www.slideshare.net/stephenpa

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