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Nicole Lazzaro - The Psychology of Fun: Transform Awareness to Impact with the Emotions from Play


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Standing on top of a temple in Egypt I had a vision of how to change the world with play. Games and work both require decisions, only games are often more engaging. Today we can use what people are naturally inclined to do to architect systems of engagement to better themselves and their world. We can use these games to succeed where corporations and public service institutions have failed. We can use the psychology of fun to create games of engagement to make us happier and smarter, help us achieve our goals, solve challenging problems like poverty and climate change.

Nicole Lazzaro - The Psychology of Fun: Transform Awareness to Impact with the Emotions from Play

  1. 1. XEODesign: Putting Emotionin PlayThe Four Keys to EngagementThe Psychology of Fun:Transform Awareness to Impact with the Emotions from©2013 XEODesign Inc.1Nicole LazzaroXEODesign, Inc.GSummit SF, April 18, 2013@NicoleLazzaro
  2. 2. I Am of the Pong Generation2I Grew Up Reading Sci Fi and Playing Games in the Arcades
  3. 3.© 2013 XEODesign, Inc.20 Years of Player ExperienceResearch and Design3100 Million Player ExperiencesXEODesign
  4. 4.© 2013 XEODesign, Inc.How Can Fun Take Us fromAwareness to Impact?4Work80%Fun20%RealityWork20%Fun80%WantIf This Is What We Want, Why Is This What We Get?
  5. 5.© 2013 XEODesign, Inc.Create Natural Engagement5The 4 Keys to Engagement: What we want is more funWork30%FunWork50%Fun20%
  6. 6.© 2013 XEODesign, Inc.Dopamine Enhances FocusIt Rewards and Feels Good Too6Positive Brain States Focus AttentionDOPAMINE• Reward System• Focus increases focus(addiction is an over focus)• Love brain centers activateInstead of aiming foraddiction, let’s use dopamine forgood! Help people focus on whatthey need to unlock theirpotential and improve theirquality of life.
  7. 7.© 2013 XEODesign, Inc.Positive Engaged BrainsBoost Productivity 50%7If You Want People to Think Fear Is Not A Great MotivatorPositive Mental States Increase:• 50% more productive• 237% generated new leads• Up to 50% closed sales faster• 210% increased profits• 67–100% more emotionallyengagedFear State Happy StateAMA Survey 2013
  8. 8.© 2013 XEODesign, Inc.Deep Engagement = FunThe Good News is that Happiest Moments are inthe Zone8Work Also Requires a Balance of Difficulty and Skill• In Flow engaged and happy• Balance difficulty and skill• Fiero requires frustration o/Modified from “Flow” Csikszentmnihalyi
  9. 9.© 2013 XEODesign, Inc.Emotion During PlayCuriosityFieroWatched Player Emotions to Measure Kinds of EngagementRelaxationAmusement
  10. 10.© 2013 XEODesign, Inc.Categorized Most EngagingMoments by Player Emotion10Player’s Favorite Moments Created Many Kinds of EmotionsWonderSurpriseCuriosityRelaxDesireExciteSchadenfreudeAmusementNachesFrustrationFieroReliefPositive Engagement
  11. 11.© 2013 XEODesign, Inc.Identified EngagementMechanics11Player Choices Create Many Kinds of EmotionsWonderSurpriseCuriosityRelaxDesireExciteSchadenfreudeAmusementNachesFrustrationFieroReliefPositive EngagementCHOICESCHOICESCHOICESCHOICES
  12. 12.© 2013 XEODesign, Inc.Created Map for DesigningEngagement12Identified Systems to Create EngagementWonderSurpriseCuriosityRelaxDesireExciteSchadenfreudeAmusementNachesFrustrationFieroReliefPositive EngagementCHOICESCHOICESCHOICESCHOICES
  13. 13.© 2013 XEODesign, Inc.This Model IncreasesEngagement Metrics 20-40%13We are More Engaged When Emotion Surrounds Choice
  14. 14.© 2013 XEODesign, Inc.4 Keys To EngagementNovelty, Challenge, Friendship, Meaning14• Most EngagingMoments createdemotion• Best Selling Gameshave 3-4 keysEasy Fun> Hard Fun> People Fun> Serious Fun
  15. 15.© 2013 XEODesign, Inc.15Free to Download at:
  16. 16.© 2013 XEODesign, Inc.Hard FunYou can’t just push a button to win16Challenge> Novelty> Friendship> Meaning
  17. 17.© 2013 XEODesign, Inc.17GoalObstacleStrategyHard Fun
  18. 18.© 2013 XEODesign, Inc.Easy FunThe bubble wrap of game design18Challenge> Novelty> Friendship> Meaning
  19. 19.© 2013 XEODesign, Inc.Easy Fun19Easy Fun: Controls, Creativity, Exploration, Fantasy
  20. 20.© 2013 XEODesign, Inc.People FunPeople are addictive20Challenge> Novelty> Friendship> Meaning
  21. 21.© 2013 XEODesign, Inc.21People FunPeople Fun: Communicate, Cooperate, Compete
  22. 22.© 2013 XEODesign, Inc.Serious FunPlay creates value through learning and meaning22Challenge> Novelty> Friendship> Meaning
  23. 23.© 2013 XEODesign, Inc.23Serious FunSerious Fun: Impact, Collection, Rhythm
  24. 24.© 2013 XEODesign, Inc.Play is How We Learn24Dr. Sergio PellisRats who played arebetter at*• Novelty• Problem Solving• Social Skills• Handling StressI’m Often Asked What Play Can Do for Us*Compared to Rats without same age playmate
  25. 25.© 2013 XEODesign, Inc.Awareness to Impact:Here’s what you can do25• Take players through all4 engagement loops• Design strong emotionalbrain state required forthe desired action• Design systems to createbrain states with yourbrand’s emotionsThe Four Keys> Emotion> Engagement
  26. 26.© 2013 XEODesign, Inc.26Easy Fun: Emotion fromInteraction is Enjoyed andRemembered MoreInput> Output> Result
  27. 27.© 2013 XEODesign, Inc.27Hard Fun: Reward FromChallengeIncreases EngagementChallenge> Strategy> Progress
  28. 28.© 2013 XEODesign, Inc.28People Fun: Emotion BetweenFriends Increases Engagementand Viral SpreadCommunicate> Cooperate> Compete
  29. 29.© 2013 XEODesign, Inc.29Serious Fun: MeaningfulExperiences are More EngagingSerious Fun: Values and Meaning
  30. 30.© 2013 XEODesign, Inc.Tilt World: Points to Trees30Real World Impact Amplifies the Results and Meaning
  31. 31. Tag You’re It!Nicole Lazzaro• Email:• Twitter: @NicoleLazzaro• Blog:• Game: TiltWorld.comThe 4 Keys to Fun PosterFree Download••• <- Downloadswww.xeodesign.comDownload Tilt WorldAn iOS game thatplants trees!
  32. 32.© 2013 XEODesign, Inc.Motivation"If you want to build a ship, dont drum upthe men to gather wood, divide thework, and give orders. Instead, teach themto yearn for the vast and endless sea."- Saint-Exupé 32Motivation is About Values and Meaning