1. XEODesign
4 Keys to Fun the Psychology of Engagement
November 13, 2014
Samsung Developer Conference 2014 www.samsungdevcon.com
@NicoleLazzaro
nlazzaro@xeodesign.com
XEODesign.com
#SDC2014

2. XEODesign© 2014 XEODesign, Inc. All Rights Reserved
Imagine
VR Racing
Gem Matching on Watch
Brain Training Game
The Promise

3. XEODesign© 2014 XEODesign, Inc. All Rights Reserved
Imagine
Smart Home
The Promise
Imagine
Fun Home

4. XEODesign© 2014 XEODesign, Inc. All Rights Reserved
SURVIVAL THREATENED
CORTISOLSEEK
WORLD CANNOT MEET NEEDS
LOOK FOR NEW WAYS
Technology Stress and Disappointment

5. XEODesign© 2014 XEODesign, Inc. All Rights Reserved
Nicole Lazzaro
Expert on Games and Engagement
Fun Consultant
• Game Design
• Psychology of Emotion
• Programmer/Filmmaker
• Design Innovation
• Analyst
Making Technology Fun

6. XEODesign© 2014 XEODesign, Inc. All Rights Reserved
1 Billion Served
Games offer many benefits: retention, engagement, and monetization. XEODesign helps 100,000’s of
leading publishers, Fortune 100’s, and developers improve their business results through 22 years of
design consulting, research, and industry leading best practices. More at: xeodesign.com

7. Unlock Human Potential Through PlayXEODesign
®

8. iOS Game Planted 16 Thousand TreesXEODesign
®

9. 22 Years Asked the QuestionXEODesign
®

10. Where’s the Fun?XEODesign
®
WTF?

11. Measured Emotion on Players FacesXEODesign
®
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12. Novelty Challenge Friendship MeaningXEODesign
®

13. XEODesign© 2014 XEODesign, Inc. All Rights Reserved
Points Change Behavior

14. XEODesign© 2014 XEODesign, Inc. All Rights Reserved
Gamification Can Kill

15. XEODesign© 2014 XEODesign, Inc. All Rights Reserved
Gamification Can Kill

16. XEODesign© 2014 XEODesign, Inc. All Rights Reserved
Emotion Helps Us

17. XEODesign© 2014 XEODesign, Inc. All Rights Reserved
Interaction Design
Traditional UX design is linear and
does not design for re-engagement.
Emotion Loops
XEODesign employs cutting edge game inspired interaction
design techniques to create innovative systems that
motivate repeat use.
How XEODesign WorksHow do you design engagement? XEODesign applies game thinking, neuroscience, and activity loops from the
4 Keys to Fun to design systems for engagement. Our solutions keep your customers coming back.
Emotion

18. Emotion Now an Interaction Design ToolXEODesign
®

19. Cubicles are Cages for PeopleXEODesign
®

20. Emotion Provides Intrinsic MotivationXEODesign
®

21. User Experience vs. Player ExperienceXEODesign
®

22. Activity Loops Create EmotionXEODesign
®

23. XEODesign© 2014 XEODesign, Inc. All Rights Reserved
Free Download 4K2F.com

24. XEODesign© 2014 XEODesign, Inc. All Rights Reserved
Putting Emotion into Play
The 4 Keys allows interaction designers the ability
to target specific emotions in players and keep
them playing. This increases retention,
engagement, and social sharing,
Leading Model for Gamification
The 4 Keys is a proven predictive model for how
player action crates what’s fun about games.
100,000 Downloads
Leading developers around the world have
downloaded the 4 Keys. It part of virtually every
game design curriculum.
How Games Create Engagement
Captures the essence of how games use emotion
from action to increase user engagement.
“Every designer
should learn to
read this language.”
Will Wright, Creator
of The Sims
Free download 4K2F.com
The 4 Keys to Fun
XEODesign’s predictive actionable groundbreaking model on what makes games fun, carefully dissected
players favorite moments to unlock the secret of how games create engagement.

25. Easy Fun > CuriosityXEODesign
®

26. XEODesign© 2014 XEODesign, Inc. All Rights Reserved
The 4 Keys Easy Fun

27. XEODesign© 2014 XEODesign, Inc. All Rights Reserved
The 4 Keys Easy Fun
Boredom
Disbelief
FAMILIAR
NOVEL
Easy Fun

28. Easy Fun: Controls, Creativity, Exploration, FantasyXEODesign
®

29. Easy FunXEODesign
®

30. XEODesign© 2014 XEODesign, Inc. All Rights Reserved
What would make
this more fun?
WTF?
The 4 Keys Experience

31. XEODesign© 2014 XEODesign, Inc. All Rights Reserved
The 4 Keys Experience
???

32. Easy Fun: ExploratoriumXEODesign
®

33. Easy Fun: Controls, Creativity, Exploration, FantasyXEODesign
®

34. 1. Controls
2. Creativity
3. Exploration
4. Fantasy
Easy Fun > Curiosity Wonder SurpriseXEODesign
®

35. XEODesign© 2014 XEODesign, Inc. All Rights Reserved
What would make
this more fun?
WTF?
The 4 Keys Experience

36. Challenge!!!XEODesign
®

37. Hard Fun > Fiero o/XEODesign
®

38. “I always know how my husband feels about a
game. If he screams,
“I hate it! I hate it! I hate it!”
I know he will finish it & buy version 2.”
~ wife of a hard core game player
Hard Fun > Fiero o/XEODesign
®

39. XEODesign© 2014 XEODesign, Inc. All Rights Reserved
The 4 Keys Hard Fun

40. XEODesign© 2014 XEODesign, Inc. All Rights Reserved
Boredom
Fear Anger Frustration
Level 1 Level 2 Level 3
!"#$
Level 4
PLAYER SKILL
CHALLENGE
!"#$
!"#$
FIERO!
FIERO!
The 4 Keys Hard Fun

41. XEODesign© 2014 XEODesign, Inc. All Rights Reserved
Goal
Obstacle
Strategy
The 4 Keys Hard Fun

42. Hard Fun - Come Back to Master More FeaturesXEODesign
®

43. 1. Goals
2. Obstacles
3. Strategy &
Skills
Hard Fun > Frustration, Fiero o/ , ReliefXEODesign
®

44. XEODesign© 2014 XEODesign, Inc. All Rights Reserved
What would make
this more fun?
WTF?
The 4 Keys Experience

45. XEODesign© 2014 XEODesign, Inc. All Rights Reserved
FREE
HUGS!
The 4 Keys Experience

46. XEODesign© 2014 XEODesign, Inc. All Rights Reserved
REDUCE FEAR
AMPLIFY IN/OUT
TOUCH SOCIAL BONDS
OXYTOCINTRUST
HUG SING DANCE TOGETHER
CONNECTION
The 4 Keys Experience

47. People Fun > AmusementXEODesign
®

48. XEODesign© 2014 XEODesign, Inc. All Rights Reserved
The 4 Keys People Fun

49. XEODesign© 2014 XEODesign, Inc. All Rights Reserved
Ignored
Ridicule
SIMILARITY
RISK
People Fun
The 4 Keys People Fun

50. XEODesign© 2014 XEODesign, Inc. All Rights Reserved
The 4 Keys People Fun

51. People FunXEODesign
®

52. XEODesign© 2014 XEODesign, Inc. All Rights Reserved
Couple’s Thumb Kissing Game

53. XEODesign© 2014 XEODesign, Inc. All Rights Reserved
Tinder Judging Game

54. XEODesign© 2014 XEODesign, Inc. All Rights Reserved
SOCIAL DOMINANCE
MOOD FOOD!
SEROTONINREOCOGNITION
EXPRESS PRIDE RECIPROCATE
Respect From Those You Admire

55. People Fun > Amusement, Schadenfreude, AmiciXEODesign
®

56. %%%&'(")(*+,-&."/$
1. Communicate
2. Cooperate
3. Compete
People Fun > Amusement, Schadenfreude, AmiciXEODesign
®

57. XEODesign© 2014 XEODesign, Inc. All Rights Reserved
What would make
this more fun?
WTF?
The 4 Keys Experience

58. XEODesign© 2014 XEODesign, Inc. All Rights Reserved
FREE
STUFF!
The 4 Keys Experience

59. XEODesign© 2014 XEODesign, Inc. All Rights Reserved
ANTICIPATE RARE
DOPAMINE REWARD
BREAK INTO SMALL GOALS
CREATE CELEBRATIONS
I DID IT! o/
The 4 Keys Experience

60. Serious Fun > ExcitementXEODesign
®

61. XEODesign© 2014 XEODesign, Inc. All Rights Reserved
The 4 Keys Serious Fun

62. XEODesign© 2014 XEODesign, Inc. All Rights Reserved
Habituation
Disinterest
MEANING
REWARD
Serious Fun
The 4 Keys Serious Fun

63. XEODesign© 2014 XEODesign, Inc. All Rights Reserved
The 4 Keys Serious Fun

64. Serious Fun Enhances the WinXEODesign
®

65. Serious Fun: Swiffer & Candy Crush = Same GameXEODesign
®

66. Amplify the Reward: Asana Celebrations GameXEODesign
®

67. XEODesign© 2014 XEODesign, Inc. All Rights Reserved
Klout Serious Fun

68. 72
1. Collect
2. Complete
3. Repeat
4. Rhythm
Serious Fun > Desire, Excitement, LearningXEODesign
®

69. 734 Keys to Increasing EngagementXEODesign
®
Easy Fun Hard FunPeople Fun Serious Fun

70. Serious Fun Tilt World Plants Trees iOSXEODesign
®

71. XEODesign© 2014 XEODesign, Inc. All Rights Reserved
The Four KeysThe rules for increasing engagement with play
A Few Game Design Rules
1. Easy Fun
. Simplify world
. Amplify the feedback
2. Hard Fun
. Clear goals achievable steps
. New strategies
3. People Fun
. Offer social interaction
4. Serious Fun
. Suspend consequences
. Create meaning

72. XEODesign© 2014 XEODesign, Inc. All Rights Reserved
Where’s the fun?
WTF?

73. XEODesign© 2014 XEODesign, Inc. All Rights Reserved
@NicoleLazzaro
Nlazzaro@xeodesign.com
XEODesign.com
WTF?
Free Download
4K2F.comTilt World