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4 Keys to Fun The Psychology of Engagement Samsung Developers Conference 2015

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As technology gets smaller and smaller the challenge for designing compelling experiences gets bigger and bigger. Leverage the psychology of fun and learn how to use emotions from game like mechanics to increase engagement. Whether you are working on smart watch gaming, to wearables, to next generation TVs, to VR hardware, to enterprise gamification; come discover specific techniques borrowed from games to deepen engagement, retention, and viral sharing.

4 Keys to Fun The Psychology of Engagement Samsung Developers Conference 2015

  1. 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. 2. XEODesign© 2014 XEODesign, Inc. All Rights Reserved Imagine VR Racing Gem Matching on Watch Brain Training Game The Promise
  3. 3. XEODesign© 2014 XEODesign, Inc. All Rights Reserved Imagine Smart Home The Promise Imagine Fun Home
  4. 4. XEODesign© 2014 XEODesign, Inc. All Rights Reserved SURVIVAL THREATENED CORTISOLSEEK WORLD CANNOT MEET NEEDS LOOK FOR NEW WAYS Technology Stress and Disappointment
  5. 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. 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. 7. Unlock Human Potential Through PlayXEODesign ®
  8. 8. iOS Game Planted 16 Thousand TreesXEODesign ®
  9. 9. 22 Years Asked the QuestionXEODesign ®
  10. 10. Where’s the Fun?XEODesign ® WTF?
  11. 11. Measured Emotion on Players FacesXEODesign ® The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.
  12. 12. Novelty Challenge Friendship MeaningXEODesign ®
  13. 13. XEODesign© 2014 XEODesign, Inc. All Rights Reserved Points Change Behavior
  14. 14. XEODesign© 2014 XEODesign, Inc. All Rights Reserved Gamification Can Kill
  15. 15. XEODesign© 2014 XEODesign, Inc. All Rights Reserved Gamification Can Kill
  16. 16. XEODesign© 2014 XEODesign, Inc. All Rights Reserved Emotion Helps Us
  17. 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. 18. Emotion Now an Interaction Design ToolXEODesign ®
  19. 19. Cubicles are Cages for PeopleXEODesign ®
  20. 20. Emotion Provides Intrinsic MotivationXEODesign ®
  21. 21. User Experience vs. Player ExperienceXEODesign ®
  22. 22. Activity Loops Create EmotionXEODesign ®
  23. 23. XEODesign© 2014 XEODesign, Inc. All Rights Reserved Free Download 4K2F.com
  24. 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. 25. Easy Fun > CuriosityXEODesign ®
  26. 26. XEODesign© 2014 XEODesign, Inc. All Rights Reserved The 4 Keys Easy Fun
  27. 27. XEODesign© 2014 XEODesign, Inc. All Rights Reserved The 4 Keys Easy Fun Boredom Disbelief FAMILIAR NOVEL Easy Fun
  28. 28. Easy Fun: Controls, Creativity, Exploration, FantasyXEODesign ®
  29. 29. Easy FunXEODesign ®
  30. 30. XEODesign© 2014 XEODesign, Inc. All Rights Reserved What would make this more fun? WTF? The 4 Keys Experience
  31. 31. XEODesign© 2014 XEODesign, Inc. All Rights Reserved The 4 Keys Experience ???
  32. 32. Easy Fun: ExploratoriumXEODesign ®
  33. 33. Easy Fun: Controls, Creativity, Exploration, FantasyXEODesign ®
  34. 34. 1. Controls 2. Creativity 3. Exploration 4. Fantasy Easy Fun > Curiosity Wonder SurpriseXEODesign ®
  35. 35. XEODesign© 2014 XEODesign, Inc. All Rights Reserved What would make this more fun? WTF? The 4 Keys Experience
  36. 36. Challenge!!!XEODesign ®
  37. 37. Hard Fun > Fiero o/XEODesign ®
  38. 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. 39. XEODesign© 2014 XEODesign, Inc. All Rights Reserved The 4 Keys Hard Fun
  40. 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. 41. XEODesign© 2014 XEODesign, Inc. All Rights Reserved Goal Obstacle Strategy The 4 Keys Hard Fun
  42. 42. Hard Fun - Come Back to Master More FeaturesXEODesign ®
  43. 43. 1. Goals 2. Obstacles 3. Strategy & Skills Hard Fun > Frustration, Fiero o/ , ReliefXEODesign ®
  44. 44. XEODesign© 2014 XEODesign, Inc. All Rights Reserved What would make this more fun? WTF? The 4 Keys Experience
  45. 45. XEODesign© 2014 XEODesign, Inc. All Rights Reserved FREE HUGS! The 4 Keys Experience
  46. 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. 47. People Fun > AmusementXEODesign ®
  48. 48. XEODesign© 2014 XEODesign, Inc. All Rights Reserved The 4 Keys People Fun
  49. 49. XEODesign© 2014 XEODesign, Inc. All Rights Reserved Ignored Ridicule SIMILARITY RISK People Fun The 4 Keys People Fun
  50. 50. XEODesign© 2014 XEODesign, Inc. All Rights Reserved The 4 Keys People Fun
  51. 51. People FunXEODesign ®
  52. 52. XEODesign© 2014 XEODesign, Inc. All Rights Reserved Couple’s Thumb Kissing Game
  53. 53. XEODesign© 2014 XEODesign, Inc. All Rights Reserved Tinder Judging Game
  54. 54. XEODesign© 2014 XEODesign, Inc. All Rights Reserved SOCIAL DOMINANCE MOOD FOOD! SEROTONINREOCOGNITION EXPRESS PRIDE RECIPROCATE Respect From Those You Admire
  55. 55. People Fun > Amusement, Schadenfreude, AmiciXEODesign ®
  56. 56. %%%&'(")(*+,-&."/$ 1.  Communicate 2.  Cooperate 3.  Compete People Fun > Amusement, Schadenfreude, AmiciXEODesign ®
  57. 57. XEODesign© 2014 XEODesign, Inc. All Rights Reserved What would make this more fun? WTF? The 4 Keys Experience
  58. 58. XEODesign© 2014 XEODesign, Inc. All Rights Reserved FREE STUFF! The 4 Keys Experience
  59. 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. 60. Serious Fun > ExcitementXEODesign ®
  61. 61. XEODesign© 2014 XEODesign, Inc. All Rights Reserved The 4 Keys Serious Fun
  62. 62. XEODesign© 2014 XEODesign, Inc. All Rights Reserved Habituation Disinterest MEANING REWARD Serious Fun The 4 Keys Serious Fun
  63. 63. XEODesign© 2014 XEODesign, Inc. All Rights Reserved The 4 Keys Serious Fun
  64. 64. Serious Fun Enhances the WinXEODesign ®
  65. 65. Serious Fun: Swiffer & Candy Crush = Same GameXEODesign ®
  66. 66. Amplify the Reward: Asana Celebrations GameXEODesign ®
  67. 67. XEODesign© 2014 XEODesign, Inc. All Rights Reserved Klout Serious Fun
  68. 68. 72 1.  Collect 2.  Complete 3.  Repeat 4.  Rhythm Serious Fun > Desire, Excitement, LearningXEODesign ®
  69. 69. 734 Keys to Increasing EngagementXEODesign ® Easy Fun Hard FunPeople Fun Serious Fun
  70. 70. Serious Fun Tilt World Plants Trees iOSXEODesign ®
  71. 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. 72. XEODesign© 2014 XEODesign, Inc. All Rights Reserved Where’s the fun? WTF?
  73. 73. XEODesign© 2014 XEODesign, Inc. All Rights Reserved @NicoleLazzaro Nlazzaro@xeodesign.com XEODesign.com WTF? Free Download 4K2F.comTilt World

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