Why Angry Birds?700 million downloads since 200930 million active daily usersMost successful mobile app to date Compelling gameplay through persuasive design
Why is behaviour design important? Workplace Project & Change Engagement Management Engaged 20% Success 30% Not Committed 40% Failure 70% Disengaged 40% Towers Perrin GartnerThe current game isn’t fun or compelling anymore
As we change, our models (& games) need to change...Average human attention span in gameplay 2000 2012 12 minutes
As we change, our models need to change...Average human attention span in gameplay 2000 2012 12 minutes 5 seconds
Fogg Behaviour Model provides a framework X+ Ability+ Motivation+ Trigger
Ability: birds, slingshotMotivation: revenge on pigsTrigger: game mechanics (score, audio, visual, timing) Angry Birds Behaviour Model
The game layer enables the ﬂow zone(behaviour design can’t take you there for higher order tasks) Autonomy + Competency + Relatedness = 46% higher retention Fun = 16% higher retention
Ability factors (simplicity is key)TimeMental effortSocialMoneyPhysical effortNon routine
MotivationPleasure/painHope/fearAcceptance/RejectionEpiphany** Can’t design for this!
Steps in behaviour design* Behaviour Design Solution Quest Starﬁsh Trials * Modiﬁed from the original BJ Fogg Bootcamp which has 7 steps
1. Select desired ‘crisp’ action, goal or behaviour Quest Starﬁsh TrialsAbstract: Assert the pre-eminence of birdsMaybe: Build skills & capability of birds to defeat the pigsBest: Destroy the pigs’ structures by catapulting each birdGroup Exercise: design a quest for improving health
2. Map different paths to achieve the quest Quest Starﬁsh TrialsBrainstorm a set of possible sequential pathways that couldbe introduced to reach the questGroup Exercise: each person in each team to design asequential path of 3-5 ‘crisp’ steps
3. Don’t argue, test it! Quest Starﬁsh TrialsPut the ideas out there fastRun trials, test & measure, then run some moreFail fast & oftenIterate along the wayMany fast trials (behaviour) beats deep thinking (cognitive)
In game design, this is called rapid prototypingSet up. Design. Implement. Playtest. Evaluate. Iterate. Restart (or end).
In science, it’s much the sameObservation. Hypothesis. Experiment. Interpret. Develop (or restart).
Game thinking & behaviour design combined canproduce more focussed business outcomes Assess Where You Are Game Design to Engage Autonomy + Competency + Relatedness + Fun Behaviour Design to Activate Quest Starﬁsh Trials