Downloaded 62 times
Uploaded byPeter Knudson
Gamification in 2017 - How to Engage Users with Game-Like Features
The document discusses the concept of gamification, which applies game design elements to enhance user engagement in non-gaming contexts. It outlines crucial aspects such as user lifecycle, key game design principles, and how to effectively incentivize user behavior to foster retention and growth. Key takeaways emphasize the importance of tailoring user experiences, consistently rewarding progress, and integrating social elements to enhance user connection with the product.
More Related Content
Similar to Gamification in 2017 - How to Engage Users with Game-Like Features
Gamification in 2017 - How to Engage Users with Game-Like Features
- 1. Growth by Gamification in 2017 Preparedfor a talk a Dojo Bali Co-Working, Bali Indonesia – March 13th 2017 with Peter Knudson
- 2. Who am I? page 02 ~10Years Gaming: Wizards of the Coast, Zynga, Activision Current: Consultant for Adrian Crook & Associates Peter Knudson – Product Manager
- 3. Gamification is the practiceof applying features and elements found in games to non- gaming activities.
- 4. Why Gamifiy? page 04 Games are 16out of the top 25 Grossing Apps Framework to build daily user Ability to keep price at $0 for highest adoption Revenue Engagement Growth
- 5. Presentation Agenda page 05 1. User Life-cycle:Thinking about what a user experienced over time 2. The Pillars of Game Design: The human behavior behind game design 3. Gamification Feature Examples: Applied Game Design to Non-Gaming Apps 4. Live Example: Let’s build a game together!
- 6. Engagement = Growth page 06 Higher Retention throughwell executed engagement features means a high user base after 90+ days.
- 7.
- 8. page 08 New User Discovery What isthe aspiration shown to potential customers? Early User Onboarding What is the core-loop of the game? Midgame Progression What is the player working toward every day? Elder Player End Game What drives long term engagement of a product? Experience Phases Of a Game
- 9.
- 10.
- 11. page 011 Phase #1 Onboarding LinkedIn Goodgaming onboarding experiences: • Incentivizes the main behaviors you want them to do daily • Rewards engagement with rewards and progress immediately • Introduces the main aspiration through narrative or showcases what the “end game.”
- 12.
- 13. page 013 Phase #2 Progression ProductHunt Good gaming progression experiences: • Clearly shows how actions lead toward win- state • Rewards regularly along the way • Milestone Achievements are celebrated
- 14.
- 15. page 015 Phase #3 ElderPlayer Clash of Clans Good gaming elder player experiences: • Community driven user generated content • Meaningful replay-ability and multiple win- states to explore • Social status rewarded for the best players
- 16. page 016 Phase #3 ElderPlayer Clash of Clans
- 17. page 017 Player Life Cycle Puttingit all together. Filling in this Mad Lib-like framework will help to see if a game hits all these notes: In this game, I: <Core Loop> (Plot plants, Track Calories) In order To: <Short-Term Progression> (Purchase buildings, Lose Weight) That helps me: <Medium-Term Goals> (Unlock new areas, Look + Feel Better) That lets me: <Aspiration> (Have the best looking farm, Get a six pack) Source: http://www.deconstructoroffun.com/2014/12/how-kim-kardashian-hollywood-made-a-list_19.html Joe Traverso
- 18. Key Takeaway #1:Think about your product as multiple experiences, treating users and players differently depending on where they are in their lifecycle.
- 19.
- 20. Game Design Principles page 020 1. Core-Loop& Progression: Incentivizing the basic game actions 2. Resources & Completion: Resources, collection mechanics, and timers. 1. Ownership & Autonomy: Instilling emotional attachment to in-app thigns 1. Social Pressure & Belonging: Creating a social network to impact user behavior
- 21. Core Loop + Progression Classicalconditioning is the affect of teaching that a certain action achieves a particular responses or reward Classical conditioning is a form of learning whereby a conditioned stimulus becomes associated with an unrelated unconditioned stimulus in order to produce a behavioral response known as a conditioned response. The conditioned response is the learned response to the previously neutral stimulus.
- 22. Core Loop +Achievement Features Ideas page 022 1. Core-Loop: Identify what the main actions we want to drive in the app (Farmville, Reddit) 2. Rewarding progress through Milestones: Give players periodic rewards for invested use in the product (Upwork, LinkedIn) 3. Unlockable Content: Make some features only available to those who invest time into the app (Duolingo)
- 23. page 023 Core-loop + Progression Gamified:Clash of Clans, Reddit
- 24. page 024 Core-loop & Progression Gamified:Upwork, LinkedIn
- 25.
- 26. Key Takeaway #2:Identify the behavior you want to drive is. Then incentivize that reward consistently and make sure the user feels they are progressing.
- 27. Resources & ScarcitySkinner Box: Amouse is given a lever that releases a pellet of food at various intervals. Continuous Reinforcement: Response rate is SLOW. Extinction rate is FAST Fixed Ratio Reinforcement: Response rate is FAST. Extinction rate is MEDIUM Fixed Interval Reinforcement: Response rate is MEDIUM. Extinction rate is MEDIUM Variable Reinforcement: Response rate is FAST. Extinction rate is SLOW
- 28. Scarcity & Impatience FeaturesIdeas page 028 1. Time as a Resource: Create an appointment mechanic (Spotify, MyFitnessPal) 2. Exclusive Invite Only: Showcasing exclusivity through rolled release (Mailbox) 3. Implement a Scarce Resources: Too much challenge, and it leads to anxiety. Too little challenge, and it leads to boredom. (Tinder)
- 29.
- 30.
- 31.
- 32. Key Takeaway #3:User crave to be smart. Have them decide how to spend their time and resources which will bestow on them a sense of agency.
- 33. Ownership + Autonomy Endowment Affect isthe hypothesis that people ascribe more value to things merely because they own them. Kahneman (1990) found that the amount participants required as compensation for the mug once their ownership of the mug had been established ("willingness to accept") was approximately twice as high as the amount they were willing to pay to acquire the mug ("willingness to pay").
- 34. Possession + Ownership Features Ideas page 034 1.Avatar Design: Players feel attached to an avatar they designed (BitMoji) 2. Collection Sets: Trying to catch them all (Pokémon, McDonalds) 3. Loss Avoidance: Impulse to avoid losing progress (Farmville, Tamachi)
- 35.
- 36.
- 37.
- 38. Key Takeaway #4:Give the user something that they can love and cherish, so that will be more likely to stay with your product rather than move to a competitor.
- 39. Solomon Asch (1951) Social Pressure Classicalconditioning is the affect of teaching that a certain action achieves a particular responses or reward Solomon Asch (1951): 75% Conformed to incorrect answer when in group <1% Gave a wrong answer in the control group
- 40. Social Pressure Features Ideas page 040 1.Leader Boards: Showcasing how your compare against friends (Strava) 2. Status and Rank: : Create a “super user.” (Foursquare, Product Hunt) 3. Group Achievements: Social pressure to engage (Clash of Clans, Kickstarter)
- 41.
- 42.
- 43.
- 44. page 044 Social Pressure Gamified: oPower Top5 grossing game for 4+ years since launch
- 45. page 045 Social Pressure Gamified: oPower $300MMin savings over 5 years
- 46. Key Takeaway #5:Integrate a social element for your most engaged users, so they can gain a sense of belonging to your app, website, or service.
- 47.
- 48.
- 49.
- 50. Live Brainstorm Pick fromthese every day tasks page 050 1. Doing your Laundry 2. Going to Dojo Co-Working This was the winner! 1. Brushing your teeth
- 51. page 051 Framework for Gamification Puttingit all together. In this game, I: <Core Loop> In order To: <Short-Term Progression> That helps me: <Medium-Term Goals That lets me: <Aspiration> Progress Feature: Social Feature: Scarcity Feature:
- 52.