Guide User Behavior with Mobile Game Mechanisms
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This document provides guidance on building for the mobile experience. It discusses understanding users through research and sketching user studies. It covers designing for human motivations using techniques like gamification. Game mechanisms are described that can guide user behavior based on motivations like achievement and socializing. The document outlines building a mobile experience through wireframing, testing, and launching. It discusses native vs. web, iOS vs. Android, and questions to consider for internal vs. outsourced development. Staged launches like internal alpha, dogfood, and external beta are recommended before full launch.
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Guide User Behavior with Mobile Game Mechanisms
- 1. Building for the Mobile Experience Jeff Eddings jeddings@jeddings.com
- 2. We can’t solve problems by using the same kind of thinking we used when we created them. Albert Einstein
- 3. The Case for Mobile As if you needed one...
- 4. How many minutes a day do users spend on their phones... During the week? 87 During the weekend? 160 IDC Research
- 5. What percent of users... Check their phones within 15 minutes of waking up? 80% Have their phones with them for at least 22 hours? 79% IDC Research
- 6. Would you give up your smartphone or... Stop seeing your friends? 31% Give up sex for a year? 32% Forgo dining out for a year? 55% Give up a day off per week? 46% comScore
- 8. “If you could build this, that would be great.”
- 9. “If you could build this, that would be great.”
- 10. If you steal from one author, it’s plagiarism; if you steal from many, it’s research. Wilson Mizner
- 11. Prescriptive vs. Descriptive This isn’t a roadmap to success This is a set of tools to create a roadmap to success
- 12. Understand Your Users Designing for Humans Guide Your Users’ Behavior Build Your Mobile Experience Launch Your Mobile Experience After the Launch
- 13. UNDERSTAND YOUR USERS “Plant a good seed in the right spot and it will grow without further coaxing.” B.J. Fogg
- 14. Empathy You can’t solve a user’s problem until you find out what problems they have Watch users in person Ask the User
- 15. Start sketching as soon as possible after user studies Need quick iterations User Studies and Sketching
- 18. Actions Pandora Listen to music Gmail Read a message Instagram Like a post Google Maps Navigate to destination ESPN Open the news stream Clash of Clans Purchase gems
- 20. Reward = Positive Reinforcement
- 21. Rewards Listen to music “I love this music!” Read a message “Ooh! A coupon!” Like a post “She knows I like it!” Navigate to destination “Only 10 minutes home!” Open the news stream “The Warriors won!” Purchase gems “I can build my tower!”
- 23. Motivations Sustenance Family Safety Shelter Health Procreation Scarcity Predictability Accomplishment Independence Usefulness Purpose Idealism/Morality Social Contact Social Status Social Influence Intimacy Confidence Friendship Acceptance Physical Activity Mental Activity Curiosity Collecting Ownership Bliss/Order Meaning Vengeance Power Honor
- 25. Actions don’t happen in a vacuum Gmail Read a message ESPN Open the news stream Clash of Clans Purchase gems ...but I don’t have time to stop to read the message ...but I don’t have the money spend ...but I don’t have cell signal to look it up
- 26. Context = constraints Time Don’t have enough time Need to fill out a form with 50 fields Money Don’t have enough money or don’t want to spend it The price for 500 gems seems too high Brain cycles Don’t want to think hard or give attention to it Article is too long and in depth to read at the end of a long day
- 27. Context = constraints Social deviance Don’t want to break social rules Don’t want to listen to a loud video on the bus Non-routine Don’t have the action ingrained as a habit Keep forgetting that there are deals available Physical effort Don’t want to expend physical energy Too far to walk Facility Don’t have what I need Don’t have a network connection
- 29. Getting Users to Start Actions We have techniques to keep users performing actions (coming up) But how do we get them to start actions?
- 30. Triggers notify the user of the possibility of performing the action. If sufficiently motivated and in the right context, user performs the action and receives the reward. Introducing Triggers
- 31. Gets noticed by the user Reminds the user of the action that leads to reward Occurs when the trigger can be most useful Successful Triggers
- 32. Spark – increase motivation Facilitator – improve context Signal – remind user of the reward Three Kinds of Triggers
- 34. DESIGNING FOR HUMANS “Gamification is design that places the most emphasis on human motivation in the process. In essence, it is human-focused design as opposed to function- focused design.” Yu-kai Chow
- 35. Verb + Object + Modifier Goals are not actions Modifiers are your competitive advantage Define Goal Statements
- 36. I Want To... Get to my office fast and hassle-free Cure my boredom in a fun way and with friends Find out yesterday’s score when I have a moment
- 37. Goal Statement – Verb + Object + Modifier “I want to get to my office fast and hassle-free” Use Case – Person + Action + Result “As a driver, I want to map my route to get to my office.” Goals Statements vs. Use Cases
- 38. Design Steps Sketch → Storyboard → Wireframe → Design
- 39. When we design for humans, we have to lower the friction of action as much as we can “Don’t Make Me Think”
- 40. Maslow’s Hierarchy of Needs Physiological Safety Love & Belonging Esteem Self-Actualization
- 41. UX Design Hierarchy of Needs Functionality Reliability Usability Proficiency Creativity
- 42. Desktop → Mobile Avoid simply porting Rethink mobile characteristics Understand user contexts like location, time of day, etc. Take advantage of signals Streamline → scroll is OK
- 43. UX is everyone’s responsibility Don’t gold plate design Everyone’s a designer, don’t be offended If you get stuck, reframe the problem Keep In Mind...
- 44. GUIDE YOUR USERS’ BEHAVIOR “A nudge is any aspect of the choice architecture that alters people’s behavior in a predictable way without forbidding any options or significantly changing their economic incentives.” Richard Thaler
- 45. Motivations Sustenance Family Safety Shelter Health Procreation Scarcity Predictability Accomplishment Independence Usefulness Purpose Idealism/Morality Social Contact Social Status Social Influence Intimacy Confidence Friendship Acceptance Physical Activity Mental Activity Curiosity Collecting Ownership Bliss/Order Meaning Vengeance Power Honor
- 46. Life is a game in which happiness is the goal. Frederick Lenz
- 48. Techniques for gamer personas that are used in mobile game design that can be used to nudge and guide user behavior Game Mechanisms
- 49. Physical Activity Mental Activity Curiosity Collecting Ownership Bliss/Order Meaning Vengeance Power Honor Achiever Sustenance Family Safety Shelter Health Procreation Social Contact Social Status Social Influence Intimacy Confidence Friendship Acceptance Usefulness Purpose Idealism/Morality Scarcity Predictability Accomplishment Independence
- 50. Achievement Appointment dynamic Boosters Boss fights Cascading information Countdown timer Dangling Delayed feedback Desert oasis Destiny’s child Achiever Mechanisms Earned lunch Epic meaning Ephemeral opportunity Fixed interval rewards Fixed ratio rewards Glowing choice High five Humanity hero Last mile drive Magnetic caps
- 51. Milestone unlocks Mini-quests Modifiers Narrative Options pacing Progression dynamic Quest lists Urgent optimism Variable interval rewards Variable ratio rewards Achiever Mechanisms Progress loss Prize pacing
- 52. Physical Activity Mental Activity Curiosity Collecting Ownership Bliss/Order Meaning Vengeance Power Honor Explorer Sustenance Family Safety Shelter Health Procreation Social Contact Social Status Social Influence Intimacy Confidence Friendship Acceptance Usefulness Purpose Idealism/Morality Scarcity Predictability Accomplishment Independence
- 53. Alfred effect Avatar Beginner's luck Behavioral momentum Blank fills Blissful productivity Build from scratch Collection sets Easter eggs Endless games Explorer Mechanisms Evolved UI Exchangeable points FOMO Free lunch Fun once, fun always Lottery Loyalty Moats Monitor attachment Obvious wonder
- 54. Oracle effect Overlay tutorial Ownerships Plant pickers Pride Protection Rightful heritage Status quo sloth Sunk cost prison The big burn Explorer Mechanisms Torture breaks Virtual goods Visual grave
- 55. Physical Activity Mental Activity Curiosity Collecting Ownership Bliss/Order Meaning Vengeance Power Honor Socializer Sustenance Family Safety Shelter Health Procreation Social Contact Social Status Social Influence Intimacy Confidence Friendship Acceptance Usefulness Purpose Idealism/Morality Scarcity Predictability Accomplishment Independence
- 56. Brag button Communal discovery / problem-solving Conformity anchors Elitism Friending Group quests Mentorship Privacy Recruiter burden Socializer Mechanisms Scarlet letter See-saw bump Social fabric of games Social prod Social treasuring and gifting Tout flags Viral game mechanics Water cooler Q&A
- 57. Sharing with friends Sharing with like-mindeds Endorsement Conversation Invitation Socializer Mechanisms
- 58. Physical Activity Mental Activity Curiosity Collecting Ownership Bliss/Order Meaning Vengeance Power Honor Competitor Sustenance Family Safety Shelter Health Procreation Social Contact Social Status Social Influence Intimacy Confidence Friendship Acceptance Usefulness Purpose Idealism/Morality Scarcity Predictability Accomplishment Independence
- 59. Achievement symbols / points Cross-platform companion gaming Crowning Envy Instant feedback Leaderboard Competitor Mechanisms Poison pickers Real-time control Status
- 60. Physical Activity Mental Activity Curiosity Collecting Ownership Bliss/Order Meaning Vengeance Power Honor Survivor Sustenance Family Safety Shelter Health Procreation Social Contact Social Status Social Influence Intimacy Confidence Friendship Acceptance Usefulness Purpose Idealism/Morality Scarcity Predictability Accomplishment Independence
- 61. Physical Activity Mental Activity Curiosity Collecting Ownership Bliss/Order Meaning Vengeance Power Honor Caution! Sustenance Family Safety Shelter Health Procreation Social Contact Social Status Social Influence Intimacy Confidence Friendship Acceptance Usefulness Purpose Idealism/Morality Scarcity Predictability Accomplishment Independence
- 62. BUILD YOUR MOBILE EXPERIENCE “Building mobile experiences isn’t about shrinking the desktop experience and removing existing features. It’s about expanding and evolving that experience to take advantage of mobile features. Don’t port, rethink.” Jeff Eddings
- 63. Develop a vision Background and motivation Goals and objectives User stories Screenshots Wireframes User flows Support content blocking Implement a "live" toggle Source control Estimate capacity/traffic Initial load tests Get internal name approval Estimate computing resources Get network bandwidth Get machine resources Get approval/quota for shared resources Productionize your service Run final load tests Put launch onto calendar Get a logs review Get a production review Get a legal review Setup customer support process Get a product/feature name Engineering product review Legal issues review (TOS) Finance review PR review Marketing strategy review Security review Preliminary UI review Accessibility review Cookie/privacy review Production review Define and implement a logging plan Define and implement a latency plan Get a final UI review Get a usability review Internationalization plan Security code audit Instrument for monitoring Implement rate limiting Production-ready code Get a DNS name Register new top-level domains Register additional domains for squatting protection Localize product UI and documentation/help Run latency experiments and get latency approval Develop a launch metrics dashboard Run final security scan Create a release branch Develop a push process Setup new DNS names Add meta description Get launch approvals Announce launch Monitor launch and metrics Prioritize issues Prioritize enhancements Integration plan Error conditions Abuse control plan Business model Success metrics Monitoring and health metrics Competitive information Caveats and risks Projected costs Document history and sign- off Design doc Peer product review
- 64. Expectations are critical in building and launching a mobile experience Expectations need to be set and met Set and Meet Expectations
- 65. What is a roadmap? A roadmap is a list of expectations that are to be set with clear indication of how and when they will be met Mobile Development Roadmap
- 66. User Research and Design 4-6 weeks Development 2-9 months Alpha / Dogfood / Beta Launch 2-4 weeks Official Launch 1 week Fixes & Optimizations 2-4 weeks New Features & Improvements 2-3 months Mobile Development Roadmap
- 67. Native Pros - Offline - Access to device - Control of UI - Interactive/gaming Cons - More expensive - Longer dev & update Native App vs. Mobile Web Web Pros - Single version - Instant update - Cheaper - Faster Cons - Internet needed - Limited by browser
- 68. iOS Pros - Better experience - Fewer crashes - More app usage - Spend more Cons - More expensive - Harder app mgmt iOS vs. Android Android Pros - Great dashboard - Larger market base - Easier/cheaper dev - Same-day iteration Cons - Fragmentation - Spends less
- 69. Shipping is better than complete or perfect Pick a platform, build, and learn before building on another platform Pick → Build → Learn
- 70. Internal 4X longer to build Control over product Develop skills internally Less reliance externally Internal vs. Outsourced Outsourced Much faster Already have resources Test on many platforms More reliable delivery
- 71. Do you specialize in mobile development? Can I see examples? Who are your current and previous clients? Who will work on my project? How busy are you right now? How much does it cost and how long will it take? Outsourced – Questions to Ask
- 72. Do I have the right mobile eng, QA, and design skills? Are the people on the team a cultural fit for mobile? Do I have the right tools in place for collaboration? Do I have the right tools and processes for testing mobile? Internal – Questions to Ask
- 73. If possible, have the build and design team sit together – both internal and outsourced If not possible, have them always available via video conferencing (avoid large time zone differences) Together → builds trust, trains internal team Build Together
- 74. Higher growth Maximum payload size Pagination Retry Backend: Mobile vs. Desktop Mobile backend development is different from desktop Latency Single API call per screen API versioning
- 75. Security is top priority, including app security Understand all components and possible breach vectors Authentication needs to be carefully defined Backend: Mobile Security
- 77. Staged Launch Internal Alpha Dogfood External Beta Launch
- 78. “Would you use this app again?” Small group of testers you know well Typically the team + managers + friends Internal Alpha
- 79. “What’s wrong with this app?” Broader group of users, usually limited to employees or friends and family Lots of bug fixing and crash prevention Dogfood
- 80. “Is this an app that would see yourself using?” Controlled set of external users Use the store to control user set External Beta
- 81. “T minus 5, 4, 3, 2, 1...we have lift-off!” Start by rolling it out to a percentage of users As long as major bugs aren’t being reported, push to 100% Launch
- 82. AFTER THE LAUNCH
- 83. Post-launch big fixes Regular cadence for ongoing updates Establish a Rhythm for Updates
- 84. Ratings and reviews Feedback loops Usability studies and surveys Listen but don’t jump and build Keep the team involved “Animation Hack Day” Feedback and Updating
- 85. User Activity Daily/monthly unique visitors Daily/monthly active users Average session time Metrics
- 86. Conversion and Retention User conversion rate Day 1/3/7 and daily/monthly/lifetime retention rate User sentiment and net promoter score (NPS) Metrics
- 87. Revenue Average revenue per user User acquisition cost User lifetime value Metrics
- 88. Team Product and feature velocity Product and feature quality Team happiness Metrics
- 89. Manage up and around Brand management Expansion plans – platform, OS, international Other Post-Launch Activities
- 90. Credits Richard Bartle – Taxonomy of Player Types mud.co.uk/richard/hcds.htm Yu-Kai Chuo – Octalysis Framework yukaichou.com Ernest Adams & Joris Dormans – Game Mechanics en.wikipedia.org/wiki/Game_mechanics B. J. Fogg – Behavior Model www.behaviormodel.org/
- 91. Credits Steven Bradley – Design Hierarchy of Needs www.smashingmagazine.com/2010/04/designing-for-a-hierarchy-of- needs/ Cass Sunstein & Richard Thaler – Choice Architecture www.sas.upenn.edu/~baron/475/choice.architecture.pdf Steven Reiss – Profile of Human Needs www.idspublishing.com/page11/ Steve Krug – Don’t Make Me Think www.sensible.com/dmmt.html