The document discusses engagement design and progress mechanics for building engagement loops. It covers defining visible progress through points systems like skill points, experience points, currency, and social points. It also discusses feedback and rewards mechanisms like levels, leaderboards, missions, achievements, and earned privileges. The goal is to engage users at different lifecycle stages from newbies to enthusiasts through these engagement loops and progress systems.

1. Engagement Design Part 2Progress Mechanics & Engagement Loops

2. Today we’ll be building engagement loopsTo define visible progress, need to know the destinationEmotion instigates actionPositive EmotionFun / Delight / Trust / Pride / CuriousFeedback & Progress Stats / Challenges / Awards / Messages(social) Call to ActionCustomize / Share / Help / Compete Engaging ActivityTask / Mission / Game / Quiz / Gift

3. … at each Lifecycle StageEnthusiastRegularNewbie

4. But first: how do we track & define progress?EnthusiastRegularNewbie

5. Points Systems (Keeping Score)Anytime you make numbers visible, you’ve enabled a game

6. Points Systems (Keeping Score)1. Skill Points (AKA Score, Rank)earned via interacting with the system – reflects mastery of the activity or gamePersonalSkill: skill rating/ranking of an individualGroup Skill: skill rating/ranking of a group

7. Personal Skill Points (Brain Buddies)Redeemable Points

8. Points Systems (Keeping Score)1. Skill Points (Score, Rank)earned via interacting with the system – reflects mastery of the activity or gamePersonalSkill: skill rating/ranking of an individualGroup Skill: skill rating/ranking of a group2. Experience Points (XP) uni-directional metric – only goes UP (reflects persistence + skill)earned directly via customers’ actions - used to track & reward certain activitiesPersonal XP: reflects a customer’s actions & accomplishmentsGroup XP: reflects the actions & accomplishments of a group

9. Personal XP (World of Warcraft)

10. Group XP (Nike+) it feels good to be part of something larger than yourself

11. Points Systems (Keeping Score)1. Skill Points (Score, Rank)earned via interacting with the system – reflects mastery of the activity or gamePersonalSkill: skill rating/ranking of an individualGroup Skill: skill rating/ranking of a group2. Experience Points (XP) uni-directional metric – only goes UP (reflects persistence + skill)earned directly via customers’ actions - used to track & reward certain activitiesPersonal XP: reflects a customer’s actions & accomplishmentsGroup XP: reflects the actions & accomplishments of a group3. Currency (credits, coins, chips, tokens, bucks)bi-directional metric – goes up and downearned or bought within the system – can be redeemed within the system for goods or servicesEarned Currency: earned via customer actions – used to track & reward certain activitiesPurchased Currency: purchased with $$ to acquire exclusive goods and services

12. Earned + Purchased Currency (Cityville)XPEarned $$Purchased $$

13. Points Systems (Keeping Score)1. Skill Points (Score, Rank)earned via interacting with the system – reflects mastery of the activity or gamePersonalSkill: skill rating/ranking of an individualGroup Skill: skill rating/ranking of a group2. Experience Points (XP) uni-directional metric – only goes UP (reflects persistence + skill)earned directly via customers’ actions - used to track & reward certain activitiesPersonal XP: reflects a customer’s actions & accomplishmentsGroup XP: reflects the actions & accomplishments of a group3. Currency (credits, coins, chips, tokens, bucks)bi-directional metric – goes up and downearned or bought within the system – can be redeemed within the system for goods or servicesEarned Currency: earned via customer actions – used to track & reward certain activitiesPurchased Currency: purchased with $$ to acquire exclusive goods and services4. Social Points (AKA Reputation, Ratings, Likes)earned via the actions of OTHER players – can be a proxy for quality/reputation/influence lets you track & reward socially valuable contributions & actions

14. Social Points for Usefulness (Amazon)Social Points (Amazon reviews)

15. Social Points for interestingness (Flickr)Social Points (Flickr “interestingness”)

16. Social Points for sentiment (Reddit)Social Points (Flickr “interestingness”)

17. Social Points for Reputation (Stack Overflow)Social Points (Flickr “interestingness”)

18. Social Points for Influence (Klout)

19. PRO TIP: design your system to highlight changes – “gotta check my score”

20. Social Competition: 1:1 friend battlesHow do you compare to your friend/rival/bropony?

21. Points are meaningless w/out context

22. Feedback, Rewards & Unlocksgive context & meaning to your system

23. Levels give you Pacing, Status, Unlocks

24. Good Pacing leads to FlowThe better you get, the harder you need to work to earn rewards

25. Global Leaderboards showcase your most skilled and devoted playersPRO TIP: offer velvet-rope leaderboards for devoted players

26. Social Leaderboards enable Social Actions

27. Missions Guide & Motivate the Player

28. Achievements provide implicit goals, mark progress, trigger collecting

29. Case Study: Stack Overflow

30. Who’s Playing? Why are they playing?

31. What’s their engagement style?

32. What’s the core activity & feedback system?

33. What can players learn and master?

34. How is progress made visible?

35. How is progress made visible?

36. How is progress made visible?VS

37. How do newbies learn the ropes?

38. How are enthusiasts recognized?

39. How are enthusiasts recognized?

40. What’s the Voice? How does Stack set the tone?

41. How does progress lead to increased powers?

42. Newbie: Read, UpVote, AnswerPride, curiosityEarn Pts, gain privilegesCheck out Q&A, featuresVote an answer up

43. Regular: Build Rep, Collect BadgesPride / Surprise / DelightEarn BadgePost a comment/messageTake Actions

44. Enthusiast: Unlock Powers, Collect Rare Badges Pride / CompetitionCollect Rep ptsGet Special Privileges(e.g. moderator tools)Answer question

45. Raptr Lifecycle QuestsPurpose: gain a better understanding of how to use progress mechanics in your systemDuration: 15-20 minRules: create 2-3 quests/missions/tasks for each Lifecycle StageMasteryEnthusiastHabit-BuildingRegularOnboardingNewbie

46. Lifecycle Quest DesignGamer (onboarding) Curator (vote, follow, join, share, collect)Contributor (submit, comment, upload)

47. Earned Privileges/UnlocksPurpose: create a roadmap for the privileges and powers that your customers can earnDuration: 15-20 minRules: 1) make an ordered list of customer actions, from simplest to most complex/demanding 2) group them into 3 groups: newbie powers, regular powers, enthusiast powersFor example, here’s the list from Stack Overflow

48. Missions & Unlocks NewbieCuratorContributor

49. Raptr Engagement LoopsPurpose: identify the core re-engagement loops for readers, curators and contributors Rules: Fill in the Engagement Loops for each stage of your player lifecycle. ContributorsCuratorsReaders

50. Newbie Engagement LoopPositive EmotionFeedback & Progress (social) Call to ActionEngaging Activity

51. Curator Engagement LoopPositive EmotionFeedback & Progress (social) Call to ActionEngaging Activity

52. Contributor Engagement LoopPositive EmotionFeedback & Progress (social) Call to ActionEngaging Activity

53. RECAPEngagement Design Framework

54. 7 Pillars of Engagement Design Know the engagement style of your playersDesign for onboarding, habit-building and masteryPut PERMA into your core engagement loopsUse progress mechanics to light the wayAs players progress, increase challenge & complexityReward players with power, autonomy and belongingBuild a system that’s easy to learn, hard to master

55. Prioritize Your Engagement ActivitiesActingBuildWinCreateChallengeDesignPurchaseExpressCompeteDecorateShowoffCustomizeTauntChooseCompareContent PlayersCommentCollectLikeViewGreetRateCollaborateExploreVoteShareHelpReviewCurateGiveInteracting

56. Design for Sustained EngagementEnthusiastMasteryRegularHabit-BuildingNewbieOnboarding

57. Build an engine that engages high-value customers

58. Create Lifecycle Engagement LoopsPositive EmotionsFun / Delight / Trust / Pride / CuriousFeedback & Progress Stats / Challenges / Awards / Messages(social) Call to ActionCustomize / Share / Help / Compete Engagement ActivityTask / Mission / Game / Quiz / GiftCustomer Acquisition  OnboardingCustomer Engagement  Habit-BuildingCustomer Empowerment  Mastery

59. @amyjokim on Twitteramyjokim@gmail.comhttp://about.me/amyjokimhttp://shufflebrain.com

60. ADDITIONAL RESOURCESIntroductory LevelAppendix 1: Design for CustomizationDrive ~ Daniel PinkGamification: Too much of a Good Thing? ~ Richard BartleThe Science of Gamification ~ Michael WuFun Inc ~ Tom ChatfieldMeaningful Play ~ Sebastian DetardingArt of Game Design ~ Jesse SchellDesigning Effective Achievements (parts 1,2,3) ~

61. Appendix 1Design for CustomizationVirtual Goods let players customize their experience & payments

62. Virtual Goods = Digital Items w/Contextual Meaning

63. Virtual Goods evoke real emotions

64. Virtual Economies drive ongoing use..

65. … and require ongoing production & service

66. What can your players Customize?

67. Customize Your Page/Dashboard

68. Customize Your Avatar

69. Customize Your Location

70. Carrots & sticks are so last century. For 21st century work, we need to upgrade to autonomy, mastery & purpose.When it comes to motivation, there’s a gap between what science knows and what business does. Our current business operating system–which is built around external, carrot-and-stick motivators–doesn’t work and often does harm. We need an upgrade. And the science shows the way. This approach has three key elements:Autonomy –the desire to direct our own lives. Mastery — the urge to get better and better at something that matters.Purpose — AKA belonging, the yearning to put our energy in service of something larger than ourselveshttp://bit.ly/mLTNAzhttp://bit.ly/bNBXUh

71. http://www.mud.co.uk/richard/Shoreditch.pdf

72. The Science of GamificationMichael Wu - Lithium http://bit.ly/k1mrUt

73. Meaningful Play: Getting Gamification RightSebastian Detarding http://bit.ly/hxVvDL

74. 7 Lesssons Learned From GamesProgress: Bars, Levels, Points, Badges, Customization – we like to see our progressMissions: Provide multiple long-and-short-term aims for players to tackleCredit: track & reward effort, not just achievement Feedback: tangibly link actions to consequencesSurprise: add the Element of Uncertainty to drive and sustain interestPeople: we're most engaged by people – esp collaborating in groupsEngagement: games are tuned to dole out rewards that engage the brain and keep us wanting moreTom Chatfieldhttp://bit.ly/lEUtU0

75. Jesse SchellJesse Schellhttp://www.artofgamedesign.com/