Nadya Direkova - "Game On: 16 Design Patterns for User Engagement "

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In this session we will discuss the practical design patterns that motivate users to try a product, invite friends and come back. The design patterns include concepts such as rewards, progression and quests, onboarding experience and building the expert player experience.

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  • ?
  • Key Observations:Negative incentives are common in games – they motivate action by giving the player something to fear to avoid. Negative incentives can be powerful, but very tricky to implement in a web application…
  • ?
  • Key Observations:Games often use cartoon story-boards to explain a taskWithout words, or to amuse the audience during a slow loadTime. Web / mobile apps are also tapping in the power of visual story-telling to explain user propositions or complex processed.
  • Key Observations:Game Tutorials often provide full hand-holding – to make sure the player learns the key skills needed without any confusion.
  • Key Observations:Game Tutorials often provide full hand-holding – to make sure the player learns the key skills needed without any confusion.
  • http://www.IMVU.comA great experience for beginners: IMVU gives you extra points for creating your avatar, talking to someone and even logging back in the next day.
  • http://www.IMVU.comA great experience for beginners: IMVU gives you extra points for creating your avatar, talking to someone and even logging back in the next day.
  • Key Observations:Many games require two or more players in order to happen – web and mobile apps are starting to do the same.
  • Key Observations:Social games are often played asynchronously: that is, when only one of the players is logged it at a time. Having a believable social exchange can be challenging – and designers have found ways to overcome that by using buttons such as “thank you” or “compliment.”Structured social commentary allows players to exchange only the type of dialogue that is desirable for the community – preventing spam and aggressive commentary. If you get a message saying someone “liked” your post or “thanked you,” you are likely to feel good and in that way “reengage” with the application. In addition, some social commentary can be used as a reputation base.
  • Key Observations:Social games are often played asynchronously: that is, when only one of the players is logged it at a time. Having a believable social exchange can be challenging – and designers have found ways to overcome that by using buttons such as “thank you” or “compliment.”Structured social commentary allows players to exchange only the type of dialogue that is desirable for the community – preventing spam and aggressive commentary. If you get a message saying someone “liked” your post or “thanked you,” you are likely to feel good and in that way “reengage” with the application. In addition, some social commentary can be used as a reputation base.
  • Key Observations:Social games are often played asynchronously: that is, when only one of the players is logged it at a time. Having a believable social exchange can be challenging – and designers have found ways to overcome that by using buttons such as “thank you” or “compliment.”Structured social commentary allows players to exchange only the type of dialogue that is desirable for the community – preventing spam and aggressive commentary. If you get a message saying someone “liked” your post or “thanked you,” you are likely to feel good and in that way “reengage” with the application. In addition, some social commentary can be used as a reputation base.
  • Key Observations:Sharing milestones – when they are meaningful, can create a viral effect and re-engage dormant users.
  • Key Observations:Social games are often played asynchronously: that is, when only one of the players is logged it at a time. Having a believable social exchange can be challenging – and designers have found ways to overcome that by using buttons such as “thank you” or “compliment.”Structured social commentary allows players to exchange only the type of dialogue that is desirable for the community – preventing spam and aggressive commentary. If you get a message saying someone “liked” your post or “thanked you,” you are likely to feel good and in that way “reengage” with the application. In addition, some social commentary can be used as a reputation base.
  • Key Observations:Sharing milestones – when they are meaningful, can create a viral effect and re-engage dormant users.
  • Key Observations:Progress meters as a tutorial tool: Complex applications can use progress meters to teach "what's next" and motivate users to move to the next stage of the application.Visualizing milestones can be motivational and create anticipation
  • Nadya Direkova - "Game On: 16 Design Patterns for User Engagement "

    1. 1. GAME ON: 16 GAME MECHANICS FOR USER ENGAGEMENT Using game design thinking to create engagement in social web applications. Nadya Direkova Game Mechanic, Senior UX Designer, Google [x] @nadya_dArt: Flood it
    2. 2. Page 1About me: Game Designer and UX Designer
    3. 3. Page 2
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    12. 12. Page 11LOL CATS GAME MECHANICS: CASE STUDY Game mechanics + = User registrations increased 200% immediately after launch of trophies. User engagement up sharply. Over 63 million user actions rewarded. Over 1.5 million trophies earned in the first 4 months. (In other words, engagin’ ur userz.)
    13. 13. LOL CATS GAME MECHANICS: Page 12TROPHIES, PROGRESSION, STATS, SOCIAL PROOF, SOCIAL ACTIONS, REPUTATION…
    14. 14. Page 13What are game mechanics? GAME MECHANICS Design patterns that promote play and play-like engagement.
    15. 15. Page 14What are game mechanics? GAME MECHANICS Design patterns that promote play and play-like engagement. DESIGN PATTERNS Repeatable solutions to design problem.
    16. 16. Page 15What are game mechanics? GAME MECHANICS Design patterns that promote play and play-like engagement. DESIGN PATTERNS Repeatable solutions to design problem.
    17. 17. Page 16What are game mechanics? GAME MECHANICS Design patterns that promote play and play-like engagement DESIGN PATTERNS Repeatable solutions to design problem.
    18. 18. Page 17What are game mechanics? GAME MECHANICS Design patterns that promote play and play-like engagement DESIGN PATTERNS Repeatable solutions to design problem.
    19. 19. Page 18LET’S TALK ABOUT... WE’LL REVIEW 16 DESIGN PATTERNS THAT CREATE GAME-LIKE USER ENGAGEMENT.
    20. 20. Page 19LET’S TALK ABOUT... WE’LL REVIEW 16 DESIGN PATTERNS THAT CREATE GAME-LIKE USER ENGAGEMENT.
    21. 21. Page 20LET’S TALK ABOUT... WE’LL REVIEW 16 DESIGN PATTERNS THAT CREATE GAME-LIKE USER ENGAGEMENT. WE’LL DISCUSS HOW THEY APPLY TO 3 ASPECTS OF THE USER JOURNEY
    22. 22. Page 21LET’S TALK ABOUT... WE’LL REVIEW 16 DESIGN PATTERNS THAT CREATE GAME-LIKE USER ENGAGEMENT. WE’LL DISCUSS HOW THEY APPLY TO COME AND TRY IT 3 ASPECTS OF THE USER JOURNEY:
    23. 23. Page 22LET’S TALK ABOUT... WE’LL REVIEW 16 DESIGN PATTERNS THAT CREATE GAME-LIKE USER ENGAGEMENT. WE’LL DISCUSS HOW THEY APPLY TO COME AND TRY IT BRING FRIENDS 3 ASPECTS OF THE USER JOURNEY:
    24. 24. Page 23LET’S TALK ABOUT... WE’LL REVIEW 16 DESIGN PATTERNS THAT CREATE GAME-LIKE USER ENGAGEMENT. WE’LL DISCUSS HOW THEY APPLY TO COME AND TRY IT BRING FRIENDS 3 ASPECTS COME BACK OF THE USER JOURNEY:
    25. 25. Page 24DESIGN PATTERNS FOR ONBOARDING“COME AND TRY IT”
    26. 26. Page 25“COME AND TRY IT” - Designing for 1st time users • Visual story telling • Visual cues • Tutorials & Coaching • Reward schedule • Prizes and awards
    27. 27. Page 26 DESIGN PATTERN1.1 PRIZES AND AWARDS
    28. 28. DESIGN PATTERN Page 27PRIZES AND AWARDS GOOD SAMARITHAN PRIZE IN FARMVILLE GAME EXAMPLE
    29. 29. DESIGN PATTERN Page 28PRIZES AND AWARDS X PRIZE
    30. 30. Page 29 DESIGN PATTERN1.2 VISUAL STORYTELLING
    31. 31. DESIGN PATTERN Page 30VISUAL STORY TELLING – INSTEAD OF LONG EXPLANATIONS RUB RABBITS PRE-GAME SCREEN GAME EXAMPLE
    32. 32. DESIGN PATTERN Page 31VISUAL STORY TELLING – INSTEAD OF LONG EXPLANATIONS GROUP-ON: HOW IT WORKS ZIP CAR: EXPLAIN THE PROPOSITION IN PICTURES
    33. 33. Page 32 DESIGN PATTERN1.3 VISUAL CUES
    34. 34. DESIGN PATTERN Page 33VISUAL CLUES CITY OF IMMORTALS GAME EXAMPLE
    35. 35. DESIGN PATTERN Page 34VISUAL CLUES: EXAMPLE FACEBOOK PLACES: PLAYING “FLASHLIGHT”
    36. 36. Page 35 DESIGN PATTERN1.4 TUTORIALS & COACHING
    37. 37. DESIGN PATTERN Page 36TUTORIALS FRONTIERVILLE GAME EXAMPLE
    38. 38. DESIGN PATTERN Page 37TUTORIAL LEVEL UP FOR PHOTOSHOP
    39. 39. DESIGN PATTERN Page 38COACHING PANDORA: HIGHLIGHT FEATURES THE USER MIGHT MISS OTHERWISE
    40. 40. Page 39 DESIGN PATTERN1.5 REWARD SCHEDULE
    41. 41. DESIGN PATTERN Page 40REWARD SCHEDULE CITYVILLE COINS AND STARS: REWARDS FOR TAKING “You can’t over-reward the player in the CARE OF YOUR CITY first 10 minutes.” - Sid Meier, designer of the game Civilization
    42. 42. DESIGN PATTERN Page 41REWARD THE BEGINNER SHOPKICK FOUR SQUARE NEWBIE BADGE
    43. 43. DESIGN PATTERN Page 42CHALLENGE THE EXPERT FOURSQAURE: SOME ACHIEVEMENTS ARE HARDER TO PLANTS VS. ZOMBIE: SOME ACHIEVEMENTS UNLOCK SEEM ALMOST IMPOSSIBLE TO UNLOCK
    44. 44. Page 43SUMMARY“COME AND TRY IT”• Prizes and awards• Visual story telling• Visual cues• Tutorials and Coaching• Reward schedule
    45. 45. Page 44DESIGN PATTERNS FOR SOCIAL ENGAGEMENT“BRING YOUR FRIENDS”
    46. 46. Page 45“BRING FRIENDS” - Designing for community • Gated trial – form a team • Social feedback • Compete and collaborate • Reputation • Sharing milestones • Mischief
    47. 47. Page 46 DESIGN PATTERN2.1 GATED TRIAL – FORM A TEAM
    48. 48. DESIGN PATTERN Page 47GATED TRIAL – FORM A TEAM TO START DODGE-BALL – YOU NEED A TEAM TO START GAME EXAMPLE
    49. 49. DESIGN PATTERN Page 48GATED TRIAL – FORM A TEAM TO START QUORA: BRING YOUR FRIENDS
    50. 50. Page 49 DESIGN PATTERN2.2 SOCIAL FEEDBACK
    51. 51. DESIGN PATTERN Page 50SOCIAL FEEDBACK CITYVILLE – ASYNCHRONOUS COMMUNICATION BUTTONS GAME EXAMPLE
    52. 52. DESIGN PATTERN Page 51SOCIAL FEEDBACK EXAMPLE – SINGLE BUTTON AADVARK “THANK YOU NOTES” QUORA “THANK YOU NOTES”
    53. 53. DESIGN PATTERN Page 52SOCIAL FEEDBACK EXAMPLE - STRUCTUREDYELP: SELECT A COMPLIMENT AND WRITE A MESSAGE OK CUPID: COMPLIMENTS
    54. 54. Page 53 DESIGN PATTERN2.3 REPUTATION
    55. 55. DESIGN PATTERN Page 54REPUTATION SIMPLE REPUTATION SCORE IN CITYVILLE GAME EXAMPLE
    56. 56. DESIGN PATTERN Page 55REPUTATION UBER CAB RATINGS
    57. 57. Page 56 DESIGN PATTERN2.4 SHARING ACHIEVEMENTS
    58. 58. DESIGN PATTERN Page 57SHARING ACHIEVEMENTS XBOX LIVE GAME EXAMPLE
    59. 59. DESIGN PATTERN Page 58SHARING ACHIEVEMENTS FOUR SQAURE BADGE UNLOCKED!
    60. 60. Page 59 DESIGN PATTERN2.5 MISCHIEF
    61. 61. DESIGN PATTERN Page 60MISCHIEF FARMVILLE – TP SOMEONE’S FARM GAME EXAMPLE
    62. 62. DESIGN PATTERN Page 61MISCHIEF RE-DIRECT “CHATROULETTE”
    63. 63. Page 62IN SUMMARYSOCIAL• Gated trial – form a team• Social feedback• Reputation• Compete & collaborate• Mischief
    64. 64. Page 63DESIGN PATTERNS FOR REPEAT ENGAGEMENT“PLAYER, COME BACK”
    65. 65. Page 64“COME BACK” - Designing for return visits • Keeping score • Disincentives, throttles • Advanced user paths • Quest queue • Scarcity
    66. 66. Page 65 DESIGN PATTERN3.1 KEEPING SCORE
    67. 67. DESIGN PATTERN Page 66KEEPING SCORE BRAIN AGE SCORE GAME EXAMPLE
    68. 68. DESIGN PATTERN Page 67KEEPING SCORE TIDY STREET PROJECT
    69. 69. Page 68 DESIGN PATTERN3.2 THROTTLE ACTIONS
    70. 70. DESIGN PATTERN Page 69THROTTLE ACTIONS THREE STRIKES, AND YOU’RE OUT RULE GAME EXAMPLE
    71. 71. DESIGN PATTERN Page 70THROTTLE ACTIONS STRAVA – THE DANGER OF NOT SETTING LIMITS
    72. 72. Page 71 DESIGN PATTERN3.3 ADVANCED USER PATHS
    73. 73. DESIGN PATTERN Page 72ADVANCED USER PATHS / ROLES SKI SLOPES: DIFFERENT PATHS ON THE SAME MOUNTAIN
    74. 74. DESIGN PATTERN Page 73ADVANCED USER PATHS / ROLES YELP FOR THE REGULAR USERS YELP THE ELITE SQUAD – USEFUL , FUNNY AND COOL
    75. 75. Page 74 DESIGN PATTERN3.4 QUEST QUEUE
    76. 76. DESIGN PATTERN Page 75QUEST QUEUE ZOMBIE FARM GAME EXAMPLE
    77. 77. DESIGN PATTERN Page 76QUEST QUEUE: EXAMPLE LINKED IN QUEST QUEUE EPIC WIN – SELF DESIGNED QUEST QUEUE
    78. 78. Page 77 DESIGN PATTERN3.5 SCARCITY
    79. 79. DESIGN PATTERN Page 78SCARCITY VIP FISH IN ZYNGA GAME EXAMPLE
    80. 80. DESIGN PATTERN Page 79SCARCITY: EXAMPLE THE MILLION DOLLAR HOMEPAGE
    81. 81. Page 80IN SUMMARYRETURN VISITORS• Keeping score• Disincentives, throttles• Advanced user paths• Skill ladder• Quest queue
    82. 82. Page 81IN SUMMARY Game mechanics >
    83. 83. IN SUMMARY Page 82 A growing list of patterns… COME AND TRY IT BRING FRIENDS COME BACK • Awards, prizes • Gated trial • Keeping score • Visual story telling • Social feedback • Disincentives, throttles • Visual cues • Competition, collaboration • Advanced user paths • Tutorials & Coaching • Reputation • Content Unlocks • Reward schedule • Sharing milestones • Quest queue • Mischief • Scarcity
    84. 84. CASE STUDIES Page 83 Thanks to the following companies for interviews, best practices and feedback:
    85. 85. Page 84
    86. 86. CONTACT Page 85 NADYA DIREKOVA @nadya_d http://www.slideshare.net/nadyadirekova

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