How to Make Your Website as Addictiveas World of Warcraft<br />Noah Schaffer PhD CUA<br />
User-Experience (UX) Design Means Dealing with More…<br />Persuasion<br />The process of guiding people toward the adoptio...
Hard Fun<br />Easy Fun<br />Serious Fun<br />People Fun<br />
XeoDesign<br />
Hard Fun<br />Easy Fun<br />Serious Fun<br />People Fun<br />
Player<br />
Challenge<br />
Victory!<br />
Efficacy<br />
Novice, so<br />LESS Needed<br />Expert, so<br />MORE Needed<br />Challenge<br />
MihalyCsikszentmihalyi<br /><br />
Tetris<br />
Operant Conditioning<br />
Your Lotto Ticket Numbers Are:<br />Buying a <br />Ticket<br />Checking the <br />Numbers<br />Did you win?<br />21<br />1...
15<br />22<br />38<br />49<br />54<br />09<br />
(Side Note)<br />
Hard Fun<br />
Hard Fun<br />Easy Fun<br />Serious Fun<br />People Fun<br />
Easy Fun<br />
The Seducible Moment<br />
Membership<br />benefits<br />Car maintenance tools & tips<br />Auto Insurance<br />Research car<br />Extended warranty<br...
The AAA Guided Path…<br />
The AAA Guided Path…<br />
Hard Fun<br />Easy Fun<br />Serious Fun<br />People Fun<br />
Serious Fun<br />
Exercise games<br />
Open box<br />
Hard Fun<br />Easy Fun<br />Serious Fun<br />People Fun<br />
People Fun<br />
Social Media<br />
Chat<br />
Customer reviews<br />
Apple Store<br />
Enjoyment<br />Hard<br />Easy<br />People<br />Serious<br />
Hard<br />Fun<br />
Feedback<br />
Easy<br />Fun<br />
Serious<br />Fun<br />
People<br />Fun<br />
Hard Fun<br />Easy Fun<br />Serious Fun<br />People Fun<br />
Showing That You Are Listening<br />
Questions?<br />Document covering most of this:<br /><br />PET Demo: http:/...
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Making Your Website As addictive As The World of Warcraft, With Noah Schaffer


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Noah Schaffer is a PhD in User Experience applied to Game Design and is an instructor at Human Factors Internationl. He co-authored "Game Usability: Advancing The User Experience" (Morgan Kaufman, 2008).

This event was hosted by NYC design agency LBi on June 14, 2011.

Published in: Design, Entertainment & Humor
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  • You may know about my father (who looks like the king of spades)
  • You probably don’t know that my great grandfather started the playland arcades. So I’m 2nd generation usability, and 4th generation games.
  • I spend grad school studying usability in games, and during that time I co-edited this book on usability in games.
  • In case you thought usability doesn’t matter in games.This game, Immortal Soccer, was from a usability company in India called Mobile2Win. I got to run usability tests on this game during an internship one summer.Game for a phone. You have a little joystick.What happens when you press left on the little joystick? Actually, you rotate.Which way would you rotate? You’d expect counterclockwise, but actually you rotate clockwise.So you press left, and you actually start to go left. If you keep pressing left, then you start to go up. Then you start to go right!And the player you’re controlling changes based on which one is closest to the ball
  • Nicole Lazzaro put together the Four Fun Keys. Hard fun is fun with Challenge.Easy Fun is fun without challenge.Serious fun is about what you take away from the game.And People Fun is fun with other people.
  • This diagram is from Nicole Lazzaro’s site. She does excellent work.
  • Let’s start with Hard Fun. We’ll talk about both challenge and feedback about goals. We’ll start with challenge.
  • For Hard Fun, we start with your user. And we give him challenges.
  • Obstacles!
  • feedback
  • Csikszentmihalyi calls that balance of skill and challenge “Flow.” I recommend that you read more about it.This is the Core of Immersion and Engagement: Hard Fun. Fun from Challenge.
  • But you can also make the challenge meet the user’s level of skill automatically. Tetris does this by having blocks drop faster and faster until it meets your level of skill. Howcan you have automatically customized challenge on your site?
  • Amazon does the same thing that Tetris does. If I’m a novice user, it gives me everything right upfront.
  • If I’m Intermediate, then I just scroll down to find the info.
  • If I’m advanced, then I click technical details
  • And then I can get more specific information.
  • Feedback is a lot of what makes games so addictive. World of Warcraft is often called World of WacCRACK. The average World of Warcraft player plays for about 20 hours per week.
  • Some play for much more than that. This is from the episode of South Park that was about World of Warcraft – but note that it’s an offensive episode and not for the faint of heart.World of Warcraft gives good feedback. Gold. XP. Levels. Achievements. You’re site let’s people take out a loan or buy a product.
  • B F Skinner studied how animals respond to rewards. The diagram is a “Skinner Box,” which is an enclosed space with a lever the rodent can pull and a place where a food pellet can be dispensed. You can reward behaviors on different schedules, which is to say that you can reward the lever pull every time or only some of the time. Depending on how you change that reward, after you stop rewarding the lever pull, the rodent will continue pressing the lever for different durations. The reward schedule that causes the lever pulling behavior to persist the longest is when you reward the lever pull on a random intermittent schedule.Is there an industry that does that?
  • Yes, there is. Casinos are giant Skinner boxes.
  • Why feel the pain of our characters’ death?Avatars. Which is why I’d recommend having avatars if it fits the schema of your interface.
  • So that was hard fun.
  • Let me explain what Easy Fun is. Easy Fun is fun without challenge.
  • This game is Electroplankton. It has no score. No goals. No challenge. It’s just about the experience of enjoying making some sounds and lights.
  • SimCity is a Sandbox Game. The point is to make your city bigger, but really it’s just about that exploration and expansion. So it’s mostly about easy fun.
  • Grand Theft Auto is known for violence, but some players just explore the game world and find beautiful views. Or you can explore the interesting ways that you can crash cars.
  • Halo has these same beautiful views.
  • has this Easy Fun experience too. It has articles which (like Reddit) challenge your expectations. So there’s a Hard Fun element. But there’s also an Easy Fun aspect. Suppose you click on the article here that’s about reasons the Internet is bad for America.
  • Throughout the article, there are links to other articles on there are also links at the end of the article that go to similar articles on these articles mean that you can explore the site, article by article. It’s an aspect of exploration.
  • So this is about the Seducible Moment.Fast Food Restaurants offer you fries at the end of your order.Supermarkets don’t offer you single candy bars next to the produce. They offer them at the checkout.So you have to find the right moment to offer things to people.How can you leverage seducible moments?
  • Let me explain what Serious Fun is. Serious Fun is about what you take away from the game. In games, it’s typically one of two things. Either learning or exercise.
  • This game, Big Brain Academy, lets you work on problem solving skills. So you take learning away. Edutainment is all about this, too
  • Dance Dance Revolution is a game where you play by stepping on the different parts of the pad. So you’re taking away exercise.PE Classes have kids on Dance DanceRevolution now as well.
  • Some games literally give you something to take away, too.
  • You get to cheat. People take a product away if you’re doing e commerce. If you’re doing insurance applications, they take away the new insurance plan. At a banking site, they take away a loan or an account.
  • But you don’t have to be limited to the easy way. You can give this same kind of experience through just sharing knowledge.
  • What is People Fun? It’s fun with people.
  • IMVU is a game that’s basically a chat room with avatars. So it’s purely People Fun. Here you see some flirtation.
  • Here you see people fighting each other in a deathmatch, so you see. Competition. This is another form of People Fun.
  • Cooperation in the New Mario Brothers, where you all play on the same screen. You can boost each other up and help each other out. This is also People Fun.
  • This is part of the power of social media. People have a need for social connection in all it’s forms.
  • You can also give People Fun with Live Chat.
  • Part of why customer reviews are so good is that there’s a People Fun aspect to them.
  • The Genius Bar is good partially because it gives people a social experience. Consider NOT driving people from your local branch or store.
  • My PhD dissertation supported that these four types of fun are predictors of overall enjoyment in games.
  • Let’s look at how the Four Fun Keys are present in World of Warcraft.
  • When you fight enemies, you get Hard Fun.
  • World of Warcraft has a vast world to explore.
  • Not a lot of Serious Fun in World of Warcraft, but you do get a learning experience as you learn about how to play the game well.
  • There’s lots of People Fun in World of Warcraft. Here’s a whole guild all together, so this is just social interaction.
  • Here’s more People Fun, with a 40 person group taking on enemies one at a time. This is called a Raid.
  • Here you see PVP, so you get competitive People Fun too.
  • This is the Nike+ GPS iPhone app. Let’s look at the four fun keys on this app.It has Hard Fun with the challenge of running far and fast.
  • As you’re getting that challenge, the app gives you positive feedback. You can pick from a variety of celebrity voices to give you that feedback, too.
  • There isn’t a lot of Easy Fun in this app, but there’s a little. Because the App follows your path, you aren’t limited to a certain track. So you can explore different routes, which gives some Easy Fun.
  • Serious fun comes from the exercise.
  • There’s an integrated game of tag, which gives People Fun. Also, the app can post to facebook how your progress is going. If people comment on your progress, then it makes a little cheering noise, which gives even more People Fun.
  • How do you choose which type of fun to use? Do we appeal to the user with challenge? With exploration? Nicole says to use all four.I would suggest that when you’re moving outside of games, the emotional range is even wider. So we need to be more targeted in the emotional experiences we give people.
  • This slide is a recap, and a time for me to answer questions.The recap:Give people the right level of challengeGive people feedbackUse avatars when it’s appropriateLet people mess aroundLet people exploreLead people down a guided path of explorationGive people something to learn or take awayLet people interact with each otherConsider not driving your customers from your local store or branch
  • Making Your Website As addictive As The World of Warcraft, With Noah Schaffer

    1. 1. How to Make Your Website as Addictiveas World of Warcraft<br />Noah Schaffer PhD CUA<br />
    2. 2.
    3. 3.
    4. 4.
    5. 5.
    6. 6. User-Experience (UX) Design Means Dealing with More…<br />Persuasion<br />The process of guiding people toward the adoption of an idea, attitude, or action by rational and symbolic (though not always logical) means.<br />PET<br />Emotion<br />A mental and physiological state associated with a wide variety of feelings, thoughts, and behaviors. It is a prime determinant of the sense of subjective well-being.<br />Trust<br />Confidence in or reliance on some person, organization or object.<br />
    7. 7. Hard Fun<br />Easy Fun<br />Serious Fun<br />People Fun<br />
    8. 8. XeoDesign<br />
    9. 9. Hard Fun<br />Easy Fun<br />Serious Fun<br />People Fun<br />
    10. 10. Player<br />
    11. 11. Challenge<br />
    12. 12. Victory!<br />
    13. 13. Efficacy<br />
    14. 14. Novice, so<br />LESS Needed<br />Expert, so<br />MORE Needed<br />Challenge<br />
    15. 15. MihalyCsikszentmihalyi<br />
    16. 16.
    17. 17.
    18. 18.<br />
    19. 19. Tetris<br />
    20. 20.
    21. 21.
    22. 22.
    23. 23.
    24. 24.
    25. 25.
    26. 26.
    27. 27. Operant Conditioning<br />
    28. 28.
    29. 29. Your Lotto Ticket Numbers Are:<br />Buying a <br />Ticket<br />Checking the <br />Numbers<br />Did you win?<br />21<br />11<br />17<br />32<br />49<br />03<br />Excitement?<br />Hope<br />
    30. 30. 15<br />22<br />38<br />49<br />54<br />09<br />
    31. 31. (Side Note)<br />
    32. 32. Hard Fun<br />
    33. 33. Hard Fun<br />Easy Fun<br />Serious Fun<br />People Fun<br />
    34. 34. Easy Fun<br />
    35. 35.
    36. 36.
    37. 37.
    38. 38.
    39. 39.
    40. 40. The Seducible Moment<br />
    41. 41. Membership<br />benefits<br />Car maintenance tools & tips<br />Auto Insurance<br />Research car<br />Extended warranty<br />Auto Loan<br />
    42. 42. The AAA Guided Path…<br />
    43. 43. The AAA Guided Path…<br />
    44. 44. Hard Fun<br />Easy Fun<br />Serious Fun<br />People Fun<br />
    45. 45. Serious Fun<br />
    46. 46. Exercise games<br />
    47. 47.
    48. 48. Open box<br />
    49. 49.
    50. 50. Hard Fun<br />Easy Fun<br />Serious Fun<br />People Fun<br />
    51. 51. People Fun<br />
    52. 52.
    53. 53.
    54. 54. Social Media<br />
    55. 55. Chat<br />
    56. 56. Customer reviews<br />
    57. 57. Apple Store<br />
    58. 58. Enjoyment<br />Hard<br />Easy<br />People<br />Serious<br />
    59. 59.
    60. 60.
    61. 61.
    62. 62.
    63. 63.
    64. 64.
    65. 65.
    66. 66. Hard<br />Fun<br />
    67. 67. Feedback<br />
    68. 68. Easy<br />Fun<br />
    69. 69. Serious<br />Fun<br />
    70. 70. People<br />Fun<br />
    71. 71. Hard Fun<br />Easy Fun<br />Serious Fun<br />People Fun<br />
    72. 72. Showing That You Are Listening<br />
    73. 73. Questions?<br />Document covering most of this:<br /><br />PET Demo:<br />Contact me:<br />Car maintenance tools & tips<br />Car maintenance tools & tips<br />Auto Insurance<br />Auto Insurance<br />Research car<br />Research car<br />Extended warranty<br />Extended warranty<br />Auto Loan<br />